Pharmaceutical companies operate from win-win to win-win

Inevitably, business operations will suffer from dissonant voices due to differences in areas, channels, and end consumers, as well as various sudden factors. This requires companies to be able to meet various normal and reasonable interest requirements in the entire channel sales process through relevant means and methods so as to achieve a win-win situation!

<br> <br> win in the last period of time, we hear the most, the most operation than the "win-win." As long as the company can satisfy the interests of the distributor channel, the dealers will make full use of their channel advantages and regional advantages, and maximize their play, and even create "miracle" that will sell bricks and mortar to gold prices.

Of course, this situation is closely related to the shortage of products in the era of planned economy. The same is true of the pharmaceutical market before 2004. In the period of loose competition where the state’s supervision is not perfect, the people’s health consumption is not high, and manufacturers’ competition is not so fierce, relying on the “win-win” banner, a large number of manufacturers and businesses Enterprises and individual agents did succeed in gold rushing and completed the original accumulation of funds and gained certain market discourse rights.

The "win-win era" needs to satisfy the interests of the demand include two aspects: On the one hand, companies meet the interests of dealers (including commercial channels and personal agents), through the provision of products and related resources to assist dealers to complete product sales, so that dealers get Adequate economic benefits; On the other hand, by assisting dealers in product sales, companies can continuously supply their own products to the market, increase sales, and gain multiple benefits such as product sales, market share, and branding.

In the "double-win era", due to the existence of factors in a particular historical period, marketing development has placed too much emphasis on the role of channels in the process of product sales, while ignoring the important role of terminal consumers in the sales process. As long as the company tries to meet the interests of the channel, it can effectively occupy the market.

The Mutual Era era Since 2004, when a large number of domestic companies still rely on competition channels to occupy the market, a group of large enterprises represented by foreign companies have quietly begun to implement terminal-oriented market operation strategies. . They abandoned the single means of relying solely on channels to achieve product sales, but instead carried out two-way and even multi-directional market development by fully studying the characteristics of the terminals. Let us call it the "communist era."

The emergence of this new situation requires companies to consider all aspects of market development. Not only to implement channel penetration, rely on channel strength for market sales, but also to fully consider the needs of end-consumers, through product advertising to establish product brand image and social impact, to meet the terminal consumer demand for clear product interests. This can be achieved through the regional advantage of the channel to achieve rapid and focused focus on the region, and at the grass-roots level through the terminal consumer's individual needs research to achieve long-term product sales. At the same time, areas where channel cooperation can not be effectively implemented can also be guided by the consumer buying direction of products to end consumers, leading to the formation of social buying public opinion guidance, attracting channel-dominated enterprises to actively request regional cooperation, and greatly increasing the control of production enterprises in the sales process. force.

"A win-win era" is a distinctive feature is to try to meet the interests of various factors in the entire sales cycle of product sales, rationalize the sales process, and achieve maximum product sales. It involves the following three aspects:

1. Corporate profitability The enterprise is the sponsor of the entire sales process. The most fundamental purpose of its product production and sales is to make profits and achieve enterprise development.

2. Channel distributors profit channel distributors as an important link to connect the production companies and end consumers, its starting point is to rely on its own unique advantages in the region to obtain benefits.

3. The final flow of end-users to their own needs The inevitable return of products to the hands of end-users, so the product must meet the needs of end-consumers. This demand may be the specific needs of the use, that is, the value of the specific use, utility, etc. brought about by the product itself. It may also be the demand for the product's personal satisfaction and recognition, including service, brand, and status.

Implement win-win-win inevitability <br> <br> into the era, there is the inevitable result of various factors, summed up in the following three aspects:

1. Market development Inevitably, market development is constantly adjusting to adapt to supply and demand. Sometimes supply falls short of demand, and sometimes supply exceeds demand. The inevitable result of oversupply is the intensification of market competition and the serious homogenization of products. Such a market environment requires that all market strategies of enterprises must be considered in all aspects, not only to continuously improve product quality and to develop scarce varieties of the market, but also to carefully study the characteristics of channels and the characteristics of end-consumers, and only to meet the needs of these three areas. Only in the final competition can it be possible to succeed.

2. Demand for channel clearing In view of the important role of channels in product sales, in the current small-scale region, its regional advantages in terms of relationships, market conditions, channel construction, and personnel advantages are all factors that manufacturers must rely on. It must first satisfy the channel's own interest needs.

3. The improvement of the level of end-users' cognition The end-users have higher and higher requirements for products along with their own economic strength and cognitive level. In addition to the personality of the product itself, this requirement will be more reflected in the personal satisfaction of the terminal consumer. If companies do not understand this kind of demand from end-consumers, they expect the product to be able to sell hot, which is obviously unrealistic.

The president of Coca-Cola once had a well-known assumption: "If Coca-Cola's factory is burned out, the headlines of the world's media on the second day of the world must be the banks competing for a Coca-Cola loan." The assumption of Coca-Cola contains a The principle of profound marketing theory is that “brand value is directly proportional to corporate safety factor.” The higher the company’s brand value and the greater the influence, the higher the company’s safety factor for survival. Should our company realize something from it? There will be many objective factors or special circumstances in the development of the times. What companies need to do is to study specific responses.

In today's increasingly complex market, we must continue to raise awareness and try to meet the interests of all parties, and only a win-win situation can open the door to success.