Abstract:In recent years, with the deepening of the reform of the medical system in the mainland, the medical device regulatory system and the medical dressing industry standards have been continuously introduced and improved, providing a healthy, orderly and standardized development environment for the medical dressing industry in the mainland. According to the data, the market size of the mainland medical dressing industry in 2022 will be about 33.1 billion yuan, a year-on-year increase of 27.8%.
1. Definitions and Classification
Medical dressings are medical and sanitary materials and dressings, which are used to temporarily cover the surface of various wounds and wounds to protect them from bacterial infections and other external factors, protect wounds and wounds, and promote healing. Whether a wound is caused by a wound, burn or surgery, the wound needs to be covered with an appropriate covering during the healing process, which is called a medical dressing. Medical dressings in the narrow sense refer to medical devices that can replace the damaged skin as a covering at the wound site and play a temporary barrier role in the process of wound healing, avoid or control wound infection, and provide an environment conducive to wound healing, that is, wound care products; According to different sources, it can be divided into natural materials, synthetic materials, pharmaceutical dressings, and fixed dressings.
Second, the business model
1. Production mode
With the advantages of labor cost and industrial chain, mainland China has become the world's largest exporter of medical dressings, and the export products are mainly traditional surgical consumables, wound care and other products. Due to the health and safety of the human body, medical supplies are subject to strict supervision at home and abroad, and the market access threshold is high, and it is difficult for domestic manufacturers to directly develop and maintain foreign terminal markets, and once medical disputes are caused by product quality problems, brand owners will be severely punished by relevant local regulatory authorities, facing a high risk of reputation and financial loss. In order to reduce market risks and improve operational efficiency, domestic medical dressing manufacturers often adopt the OEM model, and local brands open up foreign markets and lay marketing networks.
2. Sales model
The sales of domestic medical dressing products are mainly divided into direct sales model and distribution model. In the direct sales model, the manufacturer sells the product directly to the hospital or pharmacy and settles the payment with it. Under the distribution model, the manufacturer screens and reviews the qualifications and capabilities of the dealers, signs the sales contract after determining the dealer's qualifications, and sells the products to the dealers according to the contract, and then the dealers finally sell the products to the terminal.
3. Industry policy
Before 2020, "medical beauty masks" set off a trend, and a large number of products with the name of "medical beauty masks" appeared on the market, which are essentially medical skin repair dressings, and need to obtain a medical device registration certificate before they can be marketed, so most products are only registered as Class I medical devices. In 2020, the State Food and Drug Administration issued a policy to clarify that there is no concept of "medical beauty mask", and in 2021, categories such as "cold compress patch" and "cold compress gel" were deleted from the catalog of Class I medical devices, and similar products must be re-registered as Class II or Class III medical devices with higher thresholds. Since then, the medical dressing industry has transitioned from savage growth to orderly development, and the market concentration has been further improved.
Fourth, industry barriers
1. Industry access barriers
Since medical dressings are medical supplies and are closely related to the health and life safety of users, different countries and regions have formulated strict regulatory policies. Therefore, only medical dressing manufacturers with a high management level, a quality control system that continuously meets the standards and strict product quality assurance can meet the regulatory standards, obtain product certification and registration, and thus enter the market in different countries and regions. When mainland medical dressings enter foreign markets, the relevant medical device management regulations of the importing country shall apply. For example, mainland medical dressings must obtain CE certification to enter the EU market, and FDA certification must be obtained to enter the US market. As a result, new entrants to the market face industry access barriers for the regulatory certification of medical dressings in importing countries.
2. Technical and equipment barriers
The R&D and production technology of medical dressings involves the theory and practice of clinical medicine, materials science, bioengineering and textile science, etc., which has high requirements for the comprehensive technical ability of enterprises. In addition, the production and manufacturing technology of high-end dressings has also formed high technical barriers to market entrants, from the quality of materials, manufacturing process, production level to product design, mass production, all of which have put forward higher technical requirements for enterprises. Advanced production equipment with a high degree of automation can improve production efficiency, make product quality reliable and stable, and reduce labor dependence to a certain extent. By continuously improving the production technology capability and the automation degree and stability of the equipment, we can continue to reduce production costs and control product quality, so as to enhance the company's competitiveness and establish a threshold for industry competition.
3. Customer resource barriers
After years of development, domestic large-scale medical dressing enterprises have accumulated stable large-scale medical dressing brand customer resources around the world, especially in mature markets such as Europe and the United States, with stable and excellent product quality and service. Due to the high concentration of the global medical dressing market, these customers cover almost all the major players in the global medical dressing industry. Medical dressings are related to the life and health of users, and brand owners have very strict requirements for the quality of medical dressings products, and they are more cautious in the selection of manufacturers. In addition, after using a product for a long time, medical workers in hospitals will become accustomed to the specifications, characteristics and design of the product, resulting in a certain degree of product dependence. Therefore, after selecting a manufacturer, if there are no major product quality problems, the cooperation between manufacturers and brand customers will be stable for a long time and the stickiness will be high, thus forming a certain barrier to new entrants.
4. Scale and cost barriers
Enterprises with larger production scales have significant cost leadership advantages, forming industry barriers in all links. In the procurement process, large-scale raw material procurement helps enterprises to reduce procurement costs and reduce the impact of price fluctuations on performance; in the production process, large-scale production enables automated production equipment to play a greater role and improve production efficiency; in the sales process, stable product quality and leading market position make enterprises and customers interdependent, so as to have a certain bargaining power.
Fifth, the industrial chain
China's medical dressing industry can be dismantled into upstream, midstream and downstream industries according to raw material supply and production, sales channels and applications. In terms of upstream raw material supply, it mainly includes textile enterprises, chemical enterprises and packaging material enterprises, in the midstream it is a brand and manufacturer of medical dressings, and in the downstream it is mainly sold through direct sales and consignment sales, the direct sales channels are mainly e-commerce platforms such as Jingdong and Tmall, and the consignment channels mainly sell products to pharmacies, hospitals, beauty salons, medical beauty and plastic surgery institutions, beauty collection stores, etc. through pharmaceutical circulation enterprises.
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