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, and there are many conflicts 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.

Total distribution of "eternal pain"

The pioneer pharmaceutical industry, 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.

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

What is the relationship between distributors and manufacturers?

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 therefrom 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 business, the pioneer and 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 same as the "pioneer" of a few medicines, such as "Chen Gong Xin Xin", and so on. The brand and reputation that have been worked hard have been handed out in an instant with the recovery of the right of drug agency.

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

Trademark control.

At this time, he was strongly aware that a single trading company was destined to be controlled by others and could 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 drugs include two parts: one is hardware, that is, drug approval number, new drug certificate, etc. Two is software, that is, the 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 first group, which is responsible for the registration of trademarks, and then find the right medicine, so that they have completely grasped the initiative.

Controlling the brand by controlling shares.

In 1993, a new drug was put into operation in Hai Fu pharmaceutical factory in Hainan. This is Amo Shilling Gan's syrup designed for Chinese children.

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 the record of the champion of 30 thousand boxes 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 commit the same crime.