To look at the problem, we should look at the essence through the phenomenon, rather than people floating on things! Be a sober person, not just a fun person.
Medical Road Society, China's first medical equipment dealer mutual growth community. There are three touching points in the Hangzhou Mind Crazy Meeting:
1) Wu Meinu, the assistant to the dean who came from Zhengzhou, Henan Province, was appointed by the dean to fly to Hangzhou to exchange the topic of department empowerment and construction with dealers. Mr. Xu, a Zhejiang agent, Mr. Zhu, a Jiangsu agent, and Mr. Su made an in-depth discussion with Lao Gong.
2) I didn't expect the topic of transformation of scientific research achievements, everyone is thinking about it, and there are sufficient answers in their hearts.
3) The agents who rushed from the home testing venue felt that they should not join in the excitement with the manufacturers, but should focus on what they are good at and focus on their own resources to carry out in-depth.
Why is we talking about home testing today, because when I talk to a few dealers on Saturday and Sunday, their dizziness makes me feel anxious and a little scared, and if they continue to be so obsessed, I will really be very anxious and will definitely persuade them.
1) Market capacity: In 2019, the domestic market for home testing products is almost 0, and the foreign market is also a small part. In the 3 years of the new crown, the new crown antigen test has gradually brought this product into the family's field of vision, so that many people have gradually had the concept of home self-testing, and gradually tried to do the alternative of not going to the hospital for testing.
However, the liberalization of the epidemic, the lifting of lockdowns at home, the deep-rooted habits of medical treatment and medical insurance payments still made the seemingly booming home self-testing market back to the prototype. The cliff-like decline has made many self-test IVD companies feel cold in an instant, and some people even say that this is a farce.
As you know, early pregnancy testing is also colloidal gold technology, for so many years, the sales of a few fingers, can be counted, cultivated for so many years, and the market just needs high frequency and low price for so many years, why is the sales data still cold?
In terms of demand and usage habits (especially low sensitivity specificity), I don't think the market expectation for a long time after the epidemic will be as good as rumors!
2) Technical barriers: Home testing products are basically antigen and antibody self-testing, generally colloidal gold immunity technology, these products, after the epidemic, not only the technology is mature, the supply chain, talents, production processes are very full and mature, and even the raw material inventory is very sufficient.
Led by Jiangsu and Zhejiang, talents cultivated by the Huangpu Military Academy like Hangzhou Aikang abound, and homogenization is surging like a sea of mountains, with the separation of production and registration, the brand can go straight to 1000 in the short term, not to mention the whole country? With such a large number of homogeneous technical products, what profit can each small manufacturer have???
Of course, except for foreign countries, in the eyes of foreigners, the level of China's large and small manufacturers is basically the same; Of course, except for the OEM market, some big brands do not produce, but are completely produced by small enterprises in Zhejiang, and they only do brand and marketing. Such a small business is only a small profit.
In addition, nucleic acid testing of diseases, samples are collected at home, someone automatically comes to collect samples, and the samples are sent to hospitals or designated third-party testing centers, how much can this be? Except for severe or highly contagious outbreaks, who will get tested? Moreover, the third-party inspection institutes and old inspection institutes established by the epidemic abound, and it is difficult to survive in the world, and when the price is low, how much profit can be made?
1) People have opened a lot of exhibitions, and the brand awareness has been deeply rooted in the hearts of the people, and there is a lot of search on the Internet. Just after the epidemic in 2020, I actually wanted to open a store for home testing on Amazon, a search, all Guangzhou WF, many companies are selling on Amazon, and 70% of Amazon stores selling home testing are Chinese. Because, these big brands have been working hard for a long time, and they are very impressed in the minds of foreigners, and there are many people who buy them, so there are many people who sell them.
2) The technology is relatively mature, and the specificity and sensitivity are slightly less coquettish. After all, after doing it for so long, the energy, manpower, and financial resources invested in research and development are directly proportional to the technical results. In the process of long-term use, there are fewer customer complaints, and besides, large listed companies have the financial resources to improve! Small companies may not change well, and even if they are changed well, they need to hurt their vitality and pay a lot of cost and time.
3) Domestic Tencent, Meituan, Baidu, Alibaba, these platforms are definitely the preferred big brands, there is no doubt about it. Small brands mean risks, and if you don't do it well, the trust of netizens in the platform no longer exists. No big brand will choose an unfamiliar brand to work with! Unless it is a small manufacturer that has been verified N times, but this is only a probability.
What if, Meituan OEM itself? I believe that many manufacturers in the industry will line up to cooperate with it, such manufacturers abound, in an endless stream, price is not a problem!
4) Giants, not only to the platform, but also to consumers, once the subsidy war starts, who can afford it? Therefore, small factories almost all set off this market, and then be ground meat!
1) Most small factories can't eat this cup of soup, foreign markets, and the ability to wrench wrists, the domestic market, basically online Tencent Baidu Ali Jingdong Pinduoduo Meituan Douyin Kuaishou world, few consumers buy offline. When opening stores on these platforms, small factories have neither this thinking nor this operational ability, especially no traffic thinking. Looking for a third party to operate on your behalf? It's basically pig farming! Lost the lady and broke the soldiers! Directly use them as channels, they have too wide a range of choices!
2) Of course, some small factories, who have been cultivating the Internet for a long time or cooperating with third-party traffic bodies, can make a lot of money when the home market breaks out, but that is only a small part of the manufacturers.
3) Small factory, can not survive for long, there is no long-term strategic plan, as long as it can be sold, someone wants, price reduction is his only strategy and way out. In the end, no one in the industry has a way to play, and no one benefits!
1) The agent has always been a company with less than 10 people, doing hospital business, maintaining a good relationship with the directors of 3-4 hospitals, and it is inexhaustible. As long as the policy does not change too much, long-term stable earnings are no problem. I'm used to doing B-end business, and it's too difficult to do 2C
2) Does the agent do 2C, does he have the ability to open an online store and operate an online store? How long will there be traffic? With traffic, once the store engages in activities, in addition to logistics costs, how many cents can a box of self-test kits make? Besides, do we know how to open a Douyin store and a video number store? Do you know how to play in the public and private domains?
3) The agent does it online and rolls it out, what should you do if the manufacturer engages you? That's more than offline losses, you are equivalent to helping manufacturers do publicity and traffic for free, and in the end, the price increases, the authorization is stuck, and the goods are not delivered, don't you just look at him?
Unless, you OEM and do your own brand, but do you have any online traffic? Do you create traffic yourself or find a third-party traffic body? Where to find it? You certainly don't know. As far as I know, there are some third-party traffic bodies, a lot, and they are playing on Douyin, Fast, and Video accounts, but I know, but you don't know. How to do OEM?
What about offline channels? Have you figured out how to do it? Without thinking about it, everything is a fire pit!
Source: Medical Substitute Medical Road Society
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