Marketing dilemma Three refining drugs: advertising costs 430 million net profit 6.46 million

Editor's note: April 5, the Volkswagen Securities reported that the three refined drugs 2013 years to achieve a net profit of more than 6 million yuan, only 2012 years "a fraction" of the report card. Three refined pharmaceutical in the annual report to explain marketing adjustment is one of the important reasons for the decline in performance, but some investors questioned, marketing is always adjusting, why not the results? It is a concern that three refining drugs last year advertising costs 431 million yuan, for net profit of more than 66 times times. Three fine annual reports: Last year's advertising fee is net profit 66 times times April 3, the three sperm pharmaceutical disclosed the 2013 annual report, the realization of operating income of 3.177 billion yuan, the year-on-year reduction of 21.91%, attributable to the shareholders of the listed company net profit of 6.4621 million yuan, a fierce decline of 98.23%, almost only a fraction of the 2012 364 million After deducting the non-recurrent profit and loss, the net profit even loses 25.2743 million yuan, and 2012 is the profit 331 million yuan. Although historically, the three sperm pharmaceutical once brilliant, especially "Blue bottle of calcium" has been familiar to people. A senior medical researcher at a listed brokerage, who declined to be named, said to the public securities and financial news network that three essential calcium gluconate, zinc gluconate oral liquid, in 2000 years after quite brilliant, for three fine pharmaceutical bring huge benefits. In fact, the 2012 three-fine pharmaceutical net profit has been declining trend, 364 million yuan net profit decreased by 8.69%. Another example 2013 years, three fine pharmaceutical net profit of 7.18 million yuan, a slump of 93.84%. However, the annual report of the three-sperm pharmaceutical industry has shown that advertising costs account for a high percentage of revenue. 2009, three fine pharmaceutical advertising fee is 400 million yuan, 2010 for 461 million Yuan, 2011 and 2012 are 510 million yuan and 506 million Yuan, 2013 is 431 million yuan (Sales cost 879 million yuan), accounting for the proportion of revenue between 12.4%-15.4%, of which last year was 13.57%. But corresponding to the net profit of 2009 years, it can be found that the contribution of advertising cost to net profit is declining continuously. The annual report shows that the net profit from 2009 to 2013 is 278 million yuan, 333 million yuan, 380 million yuan, 364 million yuan and 6.4621 million yuan respectively. 2009 advertising fees are less than twice times the net profit, by 2013, advertising costs up to 66 times times the net profit. Pharmacy Clerk: We do not have three essential calcium gluconate "in recent years, the three-fine pharmaceutical with the advertising of the elasticity of income decline, as well as the so-called marketing adjustment led to weaken channel terminals, coupled with similar competing products have emerged, the market share gradually narrowed. "The researcher said that aside from the uniqueness of the product, this more biased towards the consumer market of medicine and health products, the three sperm marketing problems can not be ignored." Reporter recently visited the Nanjing City, a number of mainstream chain pharmacies, to investigate the children's calcium supplement zinc type of oral solution products market situation, the results show that the three refined pharmaceutical products such terminal situation is not optimistic. Among them, more than half of pharmacies supplement calcium oral solution products on the shelves, no three fine cardsCalcium gluconate Oral solution of the figure. A well-known chain drugstore clerk is very representative, "We do not have three fine calcium gluconate oral solution." In fact, you can buy other, three essence of expensive, in fact, things are similar. Like a treasure of the same oral solution, only 13 yuan a box. "There are senior pharmaceutical market people think," calcium gluconate and zinc acid oral solution This OTC drugs, key products, retail terminals are very important. You may even say that you do not have to advertise on TV, but you must work on the channel. Many are not well-known general medicine, health products manufacturers, often with a variety of channels to intercept the method, in the retail terminal to curb the competition, to sell their products. Because now the same type of general medicine, health care products so many drugs, terminal selling what not to sell what, push what not to push what, are for a reason. "" This truth, just like you to different supermarkets, will find that some of the same things sell some of the same thing, some everywhere, and some there may not be there, there is but not as good as the recommendation of the staff there. "The person said. Investors ask: marketing is always adjusting the effectiveness of what it is worth noting that Zhang Lijun, the Chairman and general manager of the three-time pharmaceutical company, said at the 2012 annual performance statement that it would set up a marketing company with Harbin Pharmaceutical shares to integrate marketing resources to reverse the decline in profits. April 2013, three fine pharmaceutical Bulletin said that the Harbin pharmaceutical shares and Harbin Pharmaceutical Group joint venture to set up a marketing company. In the 2013 annual report, three refined pharmaceutical interpretation, "by the National Health reform policy and the impact of intensified competition in the industry, the company integrated marketing resources, adjust sales strategy, channel rectification and digestion of inventory, leading product sales decline; 2013 the company did not complete the beginning of the year to set the income indicators and profit indicators. "In fact, it has been questioned that investors are constantly adjusting their marketing, but they cannot see the results." "Sell the medicine incredibly loss, really should not, so good business is you run into this." Don't always excuse the channel to clean up, to be really what do you think you can explain why the four quarter of 2012 to make money, and by 2013 three the quarter has been cleaned up and lost so much? "An investor on the SSE Interactive platform said. In the 2012 annual report, the trio has said that the main tasks completed during the reporting period include "Integrating marketing resources, deepening product research and strengthening channel terminal maintenance." "By the year 2013, the three-fine pharmacy said," during the reporting period, the company continued to promote marketing changes, adjust the marketing strategy. "For the 2014, the three refining drugs still need to carry out marketing adjustment," Harbin Pharmaceutical Group Marketing company will continue to optimize the existing marketing channels. "The company's measures to clean up the channel is not a long-term solution, the periodic clean-up channels can only cover up the company's product terminal consumption, so we should think about and solve how to let terminal consumption to maintain healthy sports." I wonder what the company has to do in this respect? "Some investors ask three refined drugs. About the annual reportExposed the various problems, the reporter has repeatedly contacted three refining medicine, a staff member first said, "Dong secretary, the evidence generation to Shanghai Report Annual report, I just answer the phone." You can leave the contact way, after the Qingming festival they can answer you. "But after the three sperm pharmacy did not contact with reporters, the reporter 10th two times to call the result is," has spoken to the secretary, I can report with the leadership. How to reply to you, depends on the leadership. ”