This article is from WeChat public account: national Financial Weekly (ID: ENNweekly) , author: Zhangshu Xia, from the diagram title: Oriental IC
For many years, with the overwhelming slogan of “washing healthier”, “who uses who shines”, “who has children and always have excellent cardinal”, “Renhe” brand is well-known, Renhe Pharmaceutical also earns a lot of money. full.
However, in the new situation of the pharmaceutical industry entering the innovation drive, the era of “a slogan slogan” is becoming a thing of the past. The good days of Renhe Pharmaceutical are probably not much.
The third quarter report of Renhe Pharmaceutical Co., Ltd. released in the past 2019 shows that the operating income in the third quarter of this year was 1.1 billion yuan, up 2.93% year-on-year, and the net profit was 115 million yuan, down 21.88% year-on-year. From the performance curve of Renhe Pharmaceutical in the past two years, the single-quarter net profit has fallen by more than 20%, which is the first time. From the growth rate of the first three quarters of this year, Renhe Pharmaceutical’s revenue dropped from 11.52% in the first quarter to 6.01% in the second quarter, and then to -12.57% in the third quarter, showing a continuous decline.
In combination with Renhe Pharmaceutical’s light research and development, unregulated OEM, frequent quality black list, suspected false propaganda and even suspected pyramid selling sales, the result is not accidental. Never change, the worse situation may still be behind.
啃老本, light development, repeated quality black list
Renhe Pharmaceutical mainly produces and sells Chinese and Western medicines, APIs and health related products. The main products include Renhe Kelly, Youkadan Series, Fuyanjie Series, Dahuoluo Capsules, Shiny Eye Drops , Qinghuo Capsule, Zhengwei Capsule, etc.
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For these questions, the agent has a set of rhetoric. “This is not a western medicine, it is a pure Chinese medicine preparation, there will be no side effects, Renhe produces, big brands, small workshops can not be compared.” Mr. Ren, who is in charge of investment, introduced to the “Financial Weekly” reporter, it is recommended to use a course of treatment first. It is two boxes, “Chinese medicine, all pay attention to use and consolidation, and should be used according to the treatment.”
The reporter inquired about the official website of the State Food and Drug Administration that “Yiyangchun” did not have an approval number, neither a medicine nor a medical device.
In order to verify the bloodline of this Yiyangchun, the reporter contacted Renhetang Pharmaceutical Chain Co., Ltd., the main health industry marketing arm of Renhe Group. Its staff said that Yiyangchun is indeed a product of Renhe authorized OEM.
So, is Renhe Pharmaceutical informed about the product promotion of such suspected violations, and is there any lack of management for dealers? The reporter of “Financial Weekly” sent an interview letter to the Renhe Pharmaceutical Securities Department. As of press time, no response was received.
However, unfortunately, even through the large-scale publicity and promotion of suspected violations, Renhe Pharmaceutical’s “branding” big health industry has not made any breakthrough. Renhe Pharmaceutical’s financial report shows that in 2018, the sales revenue of health-related products was about 497 million yuan, accounting for 11.3% of the revenue. Compared with 2017, the growth rate was only 1.5%.
The reason is probably not inseparable from Renhe Pharmaceutical’s development of the “Renhe” brand to kill chickens and take eggs.
The micro-business agent hits the “MLM type edge ball”?
Promotion and promotion on the deviation, sales, Renhe does not take the usual path of pharmaceutical companies. Besides sales channels such as hospitals, pharmacies, and e-commerce, Renhe also pays special attention to the ability of micro-business to bring goods.
For example, Yiyangchun is mainly sold through the micro-business channel. According to the public investment information, the retail price of Yiyangchun with a single box size of 10ml is 498 yuan. The reporter inquired about the e-commerce platform and found that the retail price of similar products is mostly between 30-150 yuan. In this way, the price of Yiyangchun is not low. How does it “touch” the agents and consumers?
When Yiyangchun Merchants promote products, on the one hand, they promote the unique “effects” of products; on the other hand, they are guided by wealth and money, “100 billion-level market” and “new winds”