医药经销商如何选择产品（How do pharmaceutical distributors choose products）

医药经销商如何选择产品（How do pharmaceutical distributors choose products）In the face of fierce market competition, how to choose a good product to strengthen their fighting capacity?. For drug dealers, especially for small and medium sized dealers, if you can find a good product, not only can make their own sales performance, brand and profit has been greatly improved but also to promote the sales network using a good product is built and perfect, so as to obtain long-term stable development the. So, as a distributor, how can we find a good product? We will discuss it from different angles.Verify eight proof of identityPharmaceutical dealers should ensure their immediate interests, ensure the smooth flow of product sales, and achieve genuine win-win cooperation between manufacturers. When choosing the general agent products, is the license complete? Qualifications are excellent? The first is to look at the production (business) the pharmaceutical enterprises, whether in strict accordance with the relevant provisions of the State Pharmaceutical Administration to engage in production activities (business), the most direct embodiment, is related to the manufacturer, the drug certificate, according to whether they are complete. Generally speaking, a new drug must be provided with the following certificates from production to circulation:1. pharmaceutical production license (or pharmaceutical business license).2. enterprise legal person business license.The above two items are usually called insiders a certificate to a photo, it is the most basic conditions for the existence of a pharmaceutical enterprise, can get some information about the manufacturers production from (business) basic information scope, financial strength, operating period etc.3. drug production approval. Drugs that have been produced or have already been standardized shall be approved by the drug regulatory authority and issued the approval number of the drug.4. drug standards. In production approvals, it is usually indicated that the drug should be subjected to national or local standards.5. drug inspection report. There are 3 copies, respectively, where the drug inspection by manufacturers, manufacturers of the drug inspection and so are sold to local market issued; if the imported drugs should be issued by the port drug inspection imported drug inspection report.6. drug price approval. Generally there are two copies, one is issued by the producers price department, and the two is issued by the price department which is sold to the market.7. import drug registration certificate. The imported drugs shall be borne by the Ministry of Health Bureau of drug administration review. This certificate does not exist in non imported medicines.8. regional general agent (general distribution) authorization (Commission).More than eight of the drugs identity are indispensable, otherwise, is a fake, black market fake or inferior appearance.Unique advantages of selling productsAs a distributor, we should know what a good product is, or what is the standard of a good product?A good product should be a product that really meets the needs of consumers, and consumers are not going to spend money on a product that doesnt work for him at all. The product is usually composed of three parts, that is, the core, the packaging and the added value of the product, and the consumer demand for these three factors is the use demand, psychological demand and potential demand. Thus, there is a one-to-one relationship between product and demand. Based on this relation, we introduce a concept of product force. Of course, the concept is relative. For example, although the product is not a new concept of slimming products, but 999 Jiuzheng 39 weight loss capsule production enterprise group launched the fat slim, fat skin care concept, which is compared with other weight-loss products fat burning, target weight, burning water, body weight selling more unique, more novel. Only the unique selling point of the product can attract consumers and arouse their desire to purchase, and then there is a relatively wide blank market, which makes the product more competitive.In the selection of products, usually pay attention to whether it has passed the GMP (or GSP) certification, whether there is a first-class quality and quality assurance, but this is only a product of the most basic requirements. Because, in the field of modern pharmaceutical marketing, pharmaceutical dealers in the selection of products, more and more attention to product force. Product refers to the degree of correspondence between the product and the demand, the corresponding level of the products and the strength of the force is a direct relationship between the product and the demand, which corresponds to the higher level, product strength is stronger, and between demand and product corresponding to the lower level, the product capacity is weak. For example, health care products, the traditional type of products can only meet the needs of consumers and the psychological demand, the product is weak; and modern products from quality, use, brand and individual aspects can meet the different needs of consumers, so the product is strong.From this we can see that by judging the strength of the product, we can determine the quality of the product. The stronger the product, the more satisfied the product in all aspects of consumer demand at all levels, it also shows that the better the product. On the contrary, it shows that this product is not competitive.How to choose distribution model?Pharmaceutical distributors must hold a standard in drug agency and distribution negotiations, that is, regional exclusive agency. Is the market level, the provincial market or the national market general agent (total distribution), a pharmaceutical dealer must be stated in the contract agent according to the actual situation of their own economic strength and sales network radiation ability, to prevent manufacturers dating business, you sing his debut phenomenon. Otherwise, when the pharmaceutical distributor for the products to expand the market, manufacturers are leading pharmaceutical distributors for painstaking efforts to burn the bridge after crossing it, the result is a sieve.Simcere, this year to trade a single business enterprise, there are two who can go beyond China honor in the pharmaceutical industry: the first choice of the total distribution, general agent marketing model, and wholesale generic pharmaceutical commercial enterprises; the first choice of national industrial enterprises for the total commercial pharmaceutical distribution partners enterprise. Start at the beginning, and the harbinger of Nanjing Chen Gong Pharmaceutical Co. Ltd. jointly launched the childrens oral medicine Chen Gong Zai Xin, when it achieved sales of 60 million yuan. But good times dont last long made a production enterprise, unexpected decision: recover the right agent, do their own. From the first, and the team hired nearly 30 people. For this Chen Gong Zai Xin and a few varieties of drugs as Simcere, is tantamount to a head-on blow: hard to build the brand and reputation, with the drug agency to recover the moment and give up, first felt the pain and resentment and do the wedding dress.Most pharmaceutical dealers want exclusive distribution rights from manufacturers. The bigger the better, the better the time. However, how to maintain good manufacturers and distributors Yushuiguanji, has been a problem. That year, when the first Chen Gong Zai Xin do 60 million, manufacturers brazenly recover agent when people are angry first and do not understand, but now looking back, in fact, is a relationship between both sides. If one side is sincere, the relationship between the two sides may not come to an end at once. On the other hand, when I work from the first pharmaceutical sales team hired more than 30 people, set up their own distribution team, but also did not achieve the desired results, it is enough to urge people to think about the manufacturers and sellers from a deeper level.Everyone has his own advantages. Manufacturers strength again, can not be a rallying cry in one step; the dealer strength again, can not be holding all the manufacturers. In advocating division of labor and cooperation today, how to leverage, force, mutually beneficial win-win situation, and not for immediate short-term interests of temptation, when manufacturers are common topic.The price is reasonable and the system is perfectIf the product does not have a reasonable supply price (low supply price is not equal to low pricing), pharmaceutical dealers can not have enough profit margins, which increases the difficulty of distribution operations. If the wholesale price or retail price difference is too small, the distributor will not have any interest in distribution. Materialistic businessmen is always the truth.Perfect market protection system is another standard that must be grasped by pharmaceutical dealers. Market protection system must include the following elements: 1. regional fixed distribution channels, can effectively control the Cuanhuo phenomenon; 2. stable price system, the wholesale price and retail price of unity; 3. customer service service guarantee, such as packing damage, duration of overtime, batch number change caused by the return should be resolved timely. These market protection system is the next stage distributors and consumers of the vital interests of the strong guarantee, and retain the next level of distributors and consumers, but also to keep the sales channels and markets.Media composition full servicePharmaceutical dealers choose products, if there is no full range of advertising support, even if the network has advantages, the market is difficult to start. Therefore, the pharmaceutical dealers must strive for manufacturers of advertising support. Not only that, in advertising operation, should also remind manufacturers pay attention to two points:1. advertising must have a clear demand point, also is the advertising must be started selling drugs, because demand is not clear very easily lead to know do not know what it is, what it is not knowing what disease can cure.2., promotion to manufacturers linkage, give full play to pharmaceutical distributors sales channels, especially the terminal network advantage, use its sales network or consumer network reputation and influence,Play a role in adding fuel to the flames. Systemic full range of advertising is pull, terminal promotion is push, only push and pull combination, can well dredge sales channels.If you want to start a successful market, and quickly occupy a certain market share, we must carry on the accurate localization to the product, and to locate the success, you must have an accurate and full understanding of the product. Mother knows best, no medicine dealers on the understanding of products will exceed its manufacturer.It is precisely based on the accurate and full understanding of drugs that manufacturers can develop, occupy and consolidate a market more advantageously. In this market tends to mature and successful process, manufacturers will find out a more fixed market operation mode, that is, successful market operation experience.In order to discuss cooperation, mutual development and benefit, pharmaceutical distributors must persuade manufacturers will experience these on their own to teach. With the guidance of experience, drug dealers market operation, will you have a multiplier effect.EndingHow can we find a good product? As long as we grasp the following aspects, we can find a good product.First, good products are around - treat vendors. We often encounter many vendors who are constantly developing the market and developing their customers every day, and there are many opportunities for us to communicate with them. For example, they are door-to-door sales, through friends or other channels to know them, at this time, do not because of some reasons and they shut out, perhaps good products are in their hands. Even if they are selling products now have many problems, but if you can treat them well and become friends with them, perhaps one day in the future, the integration of manufacturers developed a new business or the job hopping to a new factory, he may bring a good product for you.Second, good products may also appear in various health care fairs - various types, regions, trade fairs, exhibitions and fairs. In a variety of products and so on fair, there will be many opportunities to find a good product, is a kind of new product opportunities, one is the old product development market opportunities, as long as attention, and collecting information and so on, the final is likely to seize these opportunities, find a good product. Often come out to walk, the opportunity is beside you.Third, a good product may be in the upper reaches of the region - the grasp of fashion trends. In the world, the trend of the whole consumption trend is basically Europe, America, Japan and Southeast Asia, while the trend of domestic consumption trends is Hong Kong, Taiwan, coastal and metropolis (Beijing, Shanghai, Guangzhou, etc.). Select the locations on a region as the main source of market information, and carefully search in the area, and the consumption trend of the next level area for reference, also can find a good product that you want.In short, if you want to find a good product, we must first determine the strength of the products, and pay attention to the threshold level; on this basis, or to the fair and upstream regions to find by various manufacturers business personnel, sales terminals, a variety of products trading, eventually always find a good product, and common development.The author is HERO brand management and image communication agency planning director and chief brand division, brand value-added service providers initiator, Tel: 013853199339, Email:zhongguoceo.