Market Summary and Coporation Plan
The domestic cold medicine market is huge and the competition is fierce. Since PPA incident, the reshuffle of cold medicine has brought opportunities.Instead of blindly following the trend, AMity found a new way to market segmentation and chose a market with relatively weak competition. After careful analysis, we found that the market has the following characteristics:
(1) Huge market capacity
According to statistics, about 75% of people in China suffer from at least one cold every year, that is, nearly one billion people need at least one cold drug every year, according to the average use of 15 to 20 yuan calculation, the treatment of cold drugs every year there are 15 to 20 billion market.Children account for 22.89% of the total population, and the capacity of cold medicine for children is 3.4 to 4.5 billion yuan.
(2) The market is scattered and there is no monopoly brand
At present, strong brands in the children's anti-cold medicine market include Children Tylenol and Children Baifuexin, which together occupy nearly 35% share of the children's anti-cold medicine market (mainly concentrated in large and medium-sized cities). There are few other brands in the middle and high-end market, mainly including Xiaobai, Chengong Zaixin and other brands. Children's cold granules, represented by subsidiary products of Shenwei Pharmaceutical, Harbin Pharmaceutical Group, Minkang Pharmaceutical and other enterprises, have a certain influence on the bottom market of children's cold medicines, while there are many regional brands or no brands of children's cold varieties in the bottom market.For example, in the bottom-end market, In 2001, Harbin Liuyao took "Hutong" as the brand and increased advertising investment, occupying a certain share of the bottom-end market.
(3) the dosage form is not complete, the price difference is large.
At present, the dosage forms of children's cold medicine are mainly oral liquid and granule.In terms of price, the high-end market has about 25 yuan of varieties, and the bottom market has about 2 yuan of varieties.
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