Three sperm pharmaceutical fall record: management problems, hard marketing, one foot is difficult to do

The Chairman's leap to three refined medicine (600829) to the public opinion of the "Storm Eye", this shell after the listing of the famous star Enterprise in recent years gradually decline, whether the financial data or product visibility and peak when the gap is far away, what is the three fine pharmaceutical from the height of the fall, Beijing Business Newspaper Investment Weekly today for you to resolve. The business problem is not optimistic about the quality of the three-fine pharmaceutical business, financial data may be one of the most persuasive arguments, the company's performance in recent years, performance growth and the decline in net assets yield, etc. are revealing a bad message: The three sperm pharmaceutical industry is declining. In the 2013, there was a concentration of problems in the Tri-fine Pharmacy. For the three essence of pharmaceuticals, 2013 should be particularly impressive year, the listing for 10 years, the main business of the three refined drugs in this first is now a loss. While it appears that the net profit of the three-refined drug, which was vested in the listed company's shareholders last year, is still positive, at a profit of 6.4621 million yuan, the company is actually making use of the 60.87 million-yuan subsidy provided by the Government to turn the financial index into a profitable one. The financial index that truly embodies the company's operating condition--the net profit after deducting the non-recurrent profit and loss of the shareholders of the listed company has lost 25.27 million yuan, this result is compared with 2012 profit of 331 million yuan, some huangrugeshi means. From this point of view, the three-fine pharmaceutical seems to have fallen in 2013 years, but this is not the case. "From the beginning of 2008, three refining drugs, encountered development obstacles have not been completely resolved, midway occasional performance growth is only a small struggle after the small victory, and eventually was beaten back to the prototype." "An analyst who has long been tracking three refined drugs points out. Looking at the net profit and growth in the 10-year history of the three-drug market, the company's fall is indeed an early sign. The first three years after the IPO was the most brilliant period of the three-fine pharmacy, the high performance growth of the company's net profit from the 2004 26.69 million Yuan jumped to 2007 268 million yuan. However, the brilliant short three years after the three refined pharmaceutical industry began to decline, the performance began to stagnate, the 2008-2009 net profit of only 269 million yuan and 278 million yuan, compared with 2007 did not much progress, until the end of 2009 Liu Jianmao, the company's performance has some turnaround. At that time, Liu Jianmao as the Chairman and general manager of the three fine pharmaceutical, the company's old marketing model has some changes, 2010 its net profit breakthrough 300 million yuan pass, but not a day, 2011 years after the three refined pharmaceutical began to decline, the 2011-2013 net profit of 398 million yuan, 331 million yuan and 6.4621 million yuan, three years, the cumulative decline of up to 98.37%. In addition to the year-on-year increase in net profit and net profit, the financial index, which reflects the investment returns of the three refined pharmaceuticals, also began to decline in 2008, which is almost the same as the trend of net profit:By 2007, the triple-A weighted average return on equity had reached 23% per cent, but in 2008 it began to decline, down to around 19%, to a poor 0.3% by 2013. However, the three refining drugs to 2013 years of the total fall of the reason is an understatement, the company's securities department explained in the Mail: "2013, the company integrated marketing resources, adjust sales strategy, channel rectification and digestion of inventory, leading product sales decline." At the same time, the main varieties of raw materials cost to rise, resulting in a decline in gross profit. "Listing platform positioning embarrassed by common sense, ten years for a bold enterprise, often means that can sharpen a sharp sword." However, the three-fine pharmaceuticals in the listing 10 years after the decline of today. Although its decline was caused by a number of factors, but in the Beijing commercial newspaper reporter's interview, several analysts unanimously pointed to the main curse of the company's unclear positioning, new product research and development input did not timely follow-up. Three fine pharmaceutical and Harbin Pharmaceutical shares are listed companies of Harbin Pharmaceutical Group, finally, by the Harbin Sasac [micro-bo] control, can be three fine pharmaceutical in Harbin Pharmaceutical Group this wagon in what position, can play in the development of Harbin Pharmaceutical Group What role in fact is not very clear, three fine pharmaceutical and Harbin Pharmaceutical shares are not essential differences, Its flagship OTC products, Harbin Pharmaceutical shares also have production. "If the company has a clear positioning, such as over-the-counter drugs, then it should be a few brands, planning to launch a number of related new products, work out how much the annual sales plan." "Peking University vertical and horizontal Medicine Industry Center General Manager, medicine marketing expert Slithen in the Beijing business newspaper reporter to interview said." In his view, the three-fine pharmaceutical is the first in the Harbin Pharmaceutical group's positioning is not clear, followed by the company's own products also do not have a clear positioning. The main source of revenue for the trio has been reliance on OTC products, but the company is not focused on OTC, which directly leads to insufficient stamina for its products. "I am relatively familiar with the company, its positioning is not in fact as their company said that the OTC this piece, it also made prescription drugs, but did not do it, its product line is more confusing." A market person close to three refined medicine told the Beijing Business newspaper reporter. In fact, even the main OTC, three fine pharmaceutical also rarely have to take shots of the products, in addition to 2000 years or so has been the old products Shuang Huanglian oral liquid, calcium gluconate oral liquid and zinc gluconate oral liquid, almost difficult to see other brand products. The dire results may have been expected in the market, which may have guessed one or two per cent of the company's annual spending on research and development costs. In the last three years, for example, the amount of research and development of the three sperm is gradually declining, only 29.27 million yuan, 28.56 million yuan and 27.16 million yuan, accounting for the company's current operating income of less than 1%, 0.81%, 0.7% and 0.86%. A paltry investment in the development of new products, exposing three fine pharmaceuticalsDo not attach importance to the new products of the company. "Just put a little bit of research and development costs how to develop a good new product, pharmaceutical enterprise research and development costs to at least account for the operating income of the 2%-3% can be regarded as a strength, but it is not even 1%, what practical significance, almost equal to no research and development. "Slithen points out. In response to this, private equity agency Shenzhen Investment company general manager Yang Yantian in Beijing business newspaper reporters also blunt: "The cause of the three-fine pharmaceutical recession is largely the product research and development capacity is weak, the company lacks core competitiveness." Compared with the Canton Medicine, medicine, pharmacy and other pharmaceutical industry-leading local group, three-fine pharmaceutical in recent years in the development of new products has not been too much achievements, but in marketing advertising has become increasingly obsessed with, some put the cart before the horse. "In fact, for the pharmaceutical industry, to maintain a strong competitive edge, there is only innovation." While pharmaceutical research and development may be at greater risk, not investing means a setback. Marketing Management "One foot" difficult to do if the product positioning is not clear and the lack of research and development capacity is an important impediment to the development of the three-precision pharmaceutical industry, then the imperfect marketing management is to hinder the company's growth of a huge stone, three refining drugs, "one foot" marketing strategy can be said to be the most important reason for the lack of force after the business. What is the marketing model of three refined drugs? Perhaps a lot of people still remember, more than 10 years ago its CCTV in the drug ads can almost be described by the overwhelming. Yes, and all the mainstream pharmaceutical companies, as well as the three pharmaceutical companies rely on advertising to launch the first gun, with advertising to drive marketing is the company's early development of the most important marketing model. But, surprisingly, the three-refined pharmaceutical sales model has been in the past more than 10 years, when those with the same level of peer to the vast number of people across the country to lay the end of sales personnel, solid product marketing, and quickly occupy market share, the three refined pharmaceutical still struggling to spend large advertising costs, trying to improve product sales. And the end result is that three refined medicinal own personal experience to prove that this is dead. Of course, the Tri-fine Pharmacy in fact in the halfway also carried out marketing reform, but not completely, the time is about 2009 years later, the reform with Liu Jianmao took office. At that time, the three refined drugs were aware of the light cast advertising this pattern of surplus in the short board, so the emphasis on another popular marketing investment, that is, conference marketing, the specific mode of operation is the three pharmaceutical funds to agents, let them in the township or the community to carry out the form of promotional and push factory. As a result, in the three years of 2010-2012, the cost of the three-fine pharmaceutical conference fees increased year by decade, 2010 to 68.49 million Yuan, 2011 125 million yuan, to 2012 as high as 169 million yuan. However, the conference marketing is still belong to advertising marketing, the three refined pharmaceutical did not completely jump out of the original marketing model. "Three refined medicine marketing model represents some OTC drug enterprises most highly praised the ' high play ' advertising tactics, however, in the marketing cost is increasingly high today, the marketing of the input and output ratio has been getting smaller. "YangC-Tian bluntly. From the financial data, in recent years, the three refined drugs advertising and conference marketing has indeed been very little, and declined year by 2010-2013, the company's advertising costs and conference fees into the net profit ratio is 0.56%, 0.55%, 0.49%,-0.047%. "Tri-fine pharmaceuticals used to promote performance only by advertising, the biggest problem is the lack of a good terminal sales team." Although the marketing reform later, but the company still did not do a good job of marketing team. "Guofan, director of investment consultancy Research, said in an interview with the Beijing Business Press. And the long-term tracking of three refining drugs directly out of the company's marketing reform is the reason for the gradual failure, "three refining drugs is to allow dealers and agents to implement conference marketing, it is ghost, unlike other enterprises are sent by the company marketing staff to do." All along, it has been compromised in this kind of business cooperation, who let it have no marketing team, so its annual marketing costs are rising. In fact, the analyst is the sore spot of the three refined drugs: the lack of a marketing team. Beijing Commercial News reporter noted that three refining drugs have almost no more than 500 marketers, as of the end of last year, only 356 people, and the size of such a small marketing team in large pharmaceutical enterprises is extremely rare: China resources Sanjiu last year's sales of 3462 people, health yuan sales staff of 1080 people, Shanghai Pharmaceutical sales staff of 15,300 people. "A company as large as the three-fine pharmacy, sales staff should be more than two thousand or three thousand people are more normal, a province how to arrange to more than 100 people to the end of the market." "The analyst who follows the three refining drugs points out. "OTC this piece wants to develop, must be to have two legs, one is to play advertisement; the second is the laying of terminal marketing team, both indispensable, advertising is to attract dealers and agents to buy goods, terminal marketing staff is to shop all over the country to the drugstore, the real sales to implement. Slithen said. Beijing Commercial newspaper reporter Bellidifolin recruit