How To Avoid The Nightmare Of "Wedding Dress"

In March 27, 2003, the day before the 8 year old birthday of Nanjing Xian Sheng Pharmaceutical Group Company, Nanjing's Yangtze Evening News published a headline report on "walking with the crisis". The title seems to be very disproportionate to the festival, but it is a true portrayal of the unusual development process of the 8 years.

The first thing to do is to start marketing. As a distributor, it has its own interests and ideas. There are many people who are inconsistent with the interests of the manufacturers.

The task of the manufacturer is how to coordinate and contain the power of the dealer to the direction of the advantageous factory. Therefore, the story of fish and water is adulterated with a curtain of wisdom.

So far, the face of Ren Jinsheng, the precursor of general manager, shows a vicissitude of a kind of pain.

This company, which started with a single trade, has two honors that can not be surpassed in China's pharmaceutical industry: the first one in China to choose the general distribution and general agent marketing mode instead of the wholesale and general medicine business enterprise; and the first one in China to choose the national industrial enterprise as the general distribution partner of the pharmaceutical business enterprise.

There is no doubt that the experience of manufacturers in the first place is quite different.

What kind of relationship should dealers and manufacturers have?

In most cases, most of the distributors and manufacturers can fight side by side in the market development and training stage, because no one can afford to lose anybody. It is a common interest that enables us to work together.

But in the eyes of some manufacturers, big dealers are springboards.

As a result, there is a widespread bottleneck in the agency system, namely, who should be raised when children are raised?

Such disputes and the tragedies derived from them are numerous.

In 2002, Sichuan's recoverable industries, under the background of insufficient resources, had been able to launch the market in a year with the brisk pace of the international cosmetics brand, and became the leader of urban women's brands.

For a time, small and medium-sized enterprises in China are following suit.

It should be said that the "legendary" agent can not fail, but this year, the media exposed the news that manufacturers and distributors were fighting for the brand right.

And the media exposed to disputes are not calm.

Not long ago, a well-known management magazine in China was also torn away from the agency contract with advertisers in the face of the rapid expansion of advertising business. Eventually, though it was not bubbling with excitement, it left a lasting pain for advertisers who "saw themselves out" and worked hard.

Since businessmen and literati can not avoid it, it seems that "production" and "distribution" are just like "giving birth" and "childcare".

But the pioneer pharmaceutical industry chose the total distribution system at the beginning, and naturally it was difficult to escape this fate.

At the beginning of the start of the business, the first hand and the Nanjing Chen Gong Pharmaceutical Co., Ltd. jointly launched the children's oral cold medicine "Chen Gong Xin Xin", which achieved sales of 60 million yuan in that year.

But for a long time, the production enterprise made an unexpected decision to let Ren Jinsheng and others: "take back the general agency right, do it by yourself", and removed nearly 30 people from the sales team, forming their own sales team.

This is the first thing to do for the first batch of drugs, such as "Chen Gong Xin Xin" and a handful of drugs, which are the leading varieties of the family. The brand and reputation that have been worked hard have been handed out in an instant.

At this time, Ren Jinsheng felt the pain and resentment of "flying eggs and beating eggs" and "making clothes by oneself".

When he controls the brand by trademark, he strongly realizes that a single trading company is doomed to be under control and may be destroyed at any time.

"From that time on, I was very aware of the importance of intellectual property rights, especially the importance of drug brands."

Ren recalled.

From this matter, they changed their original practice: first, when discussing pharmaceutical agents with production enterprises, they must apply for trademark packaging and listing on their own; the trademark right of the drug belongs to the agent; two, when the time is ripe, they must have their own products and have their own production enterprises.

The intellectual property rights of medicine include two parts: one is hardware, that is, drug approval number, new drug certificate, etc. Two is software, that is, product name, packaging, trademark and other graphics and text.

With the intellectual property rights of product brands and the cooperation relationship between manufacturers and distributors, the first practice is probably the most feasible method at present.

Since then, Ren Jinsheng, who has struggled and matured in the market, has represented the product of China Medicine University Pharmaceutical Co., Ltd., with diclofenac sodium, which is called "Ying Tai Qing" and "Ying Tai Qing" trademark ownership.

As a result, the pioneer pharmaceutical industry has become the first Chinese medicine business enterprise to use and cooperate with trademark licensing factories.

Now, there is a department in the market department of the pioneer group, which is responsible for the registration of trademarks, and then find the right medicine, so that they have completely grasped the initiative.

In 1993, Hainan Hai Fu pharmaceutical factory put into operation a new medicine, which is designed for Chinese children, Amo Shilling Gan syrup - "re Lin".

Ren Jinsheng, one of the time's shareholders and director of the new special medicine department of Jiangsu pharmaceutical industry company, was aware of the market potential of Re Lin.

He knows: abroad, similar to Re Lin's medicine is already a mature product with annual sales of over 1 billion dollars, while the total sales of similar drugs in China is only several million yuan.

As a result, almost all of the resources that could be mobilized were invested in the re forest market.

In January 1995, the pioneer pharmaceutical industry created a champion record for selling 30 thousand boxes of Lin Lin in a single month hospital.

At the end of 2000, when the sales situation of reforest in the country was in full swing, the psychology of senior officials of Hainan Hai Fu pharmaceutical industry had "subtle" changes. In the face of the ripe fruits, they wanted to take the right of Re Lin.

However, this time, Ren Jinsheng did not want to make the same mistake again. Lin Lin's achievements today were entirely their hard work. At that time, the risk was huge. How could the factory be so easy to enjoy the fruits alone?

As a result of the support and trust of most of the shareholders of Hai Fu, Ren Jinsheng indirectly controlled the Hai Fu pharmaceutical through a series of capital operations, so that the tragedy did not repeat itself.

In 2002, the sales volume of Lin Lin in 2002 exceeded 360 million packages, but compared with similar products abroad, the market potential of such drugs is still huge.

In order to have the "re Lin" replacement product "An Qi", in November 2002, through the capital operation, the first hand held Nanjing Dongyuan pharmaceutical.

Mr Chan, who has a deep understanding of the strategy, firmly believes that in 2003, he will be the first third year sales of the pioneer pharmaceutical company in addition to Re Lin and Ying Tai Qing.

Through a series of capital operations, the pioneer pharmaceutical industry has successively owned Nanjing pioneer Pharmaceutical Co., Ltd., Hainan Pharmaceutical Co., Ltd., Hainan Tian Tian Pharmaceutical Co., Ltd., Nanjing Dongyuan Pharmaceutical Co., Ltd., Jiangsu TCM compound development engineering technology research center, Hainan Chemical Pharmaceutical Engineering Technology Research Center.

In this way, Jiangsu's pioneer pharmaceutical industry has completed the layout from trade, production to R & D, and has become the first Chinese medicine business enterprise to develop new drug technology, market research, marketing planning and professional promotion for the production plant.

Most dealers want to get the exclusive distribution rights of a factory. The bigger the distributor area, the better the time.

However, how to maintain a good relationship between the fish and water between the manufacturer and the distributor has always been a difficult problem.

In those days, when the pioneer made the "Chen Gong Xin Xin" 60 million, and the manufacturer reclaimed the agency right, the first people felt indignant and did not understand. But now, looking back, the relationship maintenance is a matter of both sides. There must be a process of accumulation.

If one side is sincere, the relationship between the two sides may not come to an end at all. Even if it is not clear, it will not be embarrassed to be caught unprepared.

On the other hand, on the other hand, when Chen Gong medicine sold more than 30 people from the sales team of the pioneer, he formed a distribution team. In fact, he did not achieve the desired result: not only did he not achieve the level of 60 million sales in the year, but he also paid a huge cost to rebuild the network.

Is it not a satire?

This is enough to encourage people to think about the relationship between manufacturers and sellers from a deeper level.

There is nothing short of wisdom.

If manufacturers have more strength, they will not be able to make a single move. Dealers will be able to hold all factories and do whatever they want.

Today, advocating division of labor and cooperation, it is a common topic for both sides of the manufacturer to make use of force and mutual benefit, and not to be tempted by short-term interests.