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Home > Marketing
> Marketing Thesis |
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Under the situation of the fierce competition among domestic pharmaceutical companies, the Hayao Group has his own idea to change the mode of economy operation from the lagged one to the efficient one. That is: dare to accept the challenge, then establish the brand and win by the brand. After that, use strategies to occupy the market, and share the benefits with the customers.
Daring to accept the challenge is a kind of spirit and confidence, and moreover, the courage ofhandling the market. And the thesis of winningby the brand makes power for the group
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| to fight for the figure and position of the brand during the competition. We use the brand figure as our general tool to enlarge the brand demonstration space and reorganize the enterprise advertisement, so the marketing planning type has been changed from several scattered enterprise brands to a unified group strategic brand. Meanwhile the nationwide famous brands such as “HPGC”, ‘Sanchine”, “HPGC Sixth Factory” and “Shiyitang” have been advertised. The brand “Sanchine”has been chosen as a national famous brand-the first brand of Harbin, and so have the Brand “HPGC” and “Shiyitang”. So until now, the only three national famous brands of Harbin all belong to our group. Thanks to the strategy of brand planning, the record is also the top of the industry and the Heilongjiang Province. |
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| Using the brand figure as our general tool to enlarge the market, the company has already formed several product series such as Gaizhonggai, penicillin powder injection、阿莫西林 capsule, Cefazoline Sodium powder injection and Calcium Gluconate oral solution, which are sold for more than RMB 500 million annually. And the salesvolume of 7 series, the Gaizhonggai series, 氨苄西林 powder injection, Kaisaixin, Yandi, Zinc Gluconate oral solution, 头孢拉定, theShuanghuanglian oral solution and 泻痢停isaveragely more than RMB 100 million. So far, the |
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group has formed penicillin, 半合成 penicillin and cephalocephrine in β内酰胺 antibiotics field; in OTC medicines and healthcare products field, the health products enriched with Calcium, Zinc and Iron have been formed; and Shuanghuanglian oral solution, capacity injections, infusion injections, powder injections, aerosols, Danshen powder injections and Ciwujia powder injections in the two modern Chinese medicine field of relieving internal fever and cardiovascular. The brand values of the enterprise and the products have been being promoted step by step, and it is the foundation of fast development and low cost expansion in the future.
Meanwhile, to make full use of the brand derive resources, we developed some new items, including industrial tourism. HPGC Sanjing warehouses have been listed as provincial industrial tourism site; Shiyitang Pharmaceutical Factory, HPGC Sixth Factory and HPGC Second Chinese Medicine Factory have become experimental units, and the brand fame has been promoted. Besides, we have applied for the direct selling license from the Ministry of Commerce of China to enlarge our marketing space.
The key of fighting for the sales is to control the selling path. The enterprises of the group have improved the salesmen’s quality by the ‘team’s seeds training program’, and focused on the two main markets, the hospitals and the pharmacies. Meanwhile we try our best to develop the rural market. New Gaizhonggai high calcium tablets, Cefazoline Sodium and Calcium Gluconate have earned more than RMB 100 million per year. In the international market field, we have enlarged the way of exportation to improve our products in the international competition.头孢曲松钠、头孢噻肟钠、头孢他啶、青霉素钠、氨苄西林钠have been registered in Russia, and the HPGC has become the Chinese pharmaceutical enterprise which has the most kinds of registered medicines in Russia, and the percentage of increasing of earning foreign exchange through export is more than 20%.
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