Increase competition, invigorate vitality, and promote regulation

Due to the diversified development needs of enterprises and the decline in pharmaceutical profits, it is necessary to find new sources of profit. Therefore, in recent years, it has not been a new thing for pharmaceutical companies to get involved in daily life. Moreover, Yu Yan Yu Lie has formed a daily The market has a new force.

For a market structure, form diversification is inevitable. This is not a bad thing. Therefore, pharmaceutical companies are involved in dailyization and are reasonable. Even if pharmaceutical companies do not get involved in daily chemicals, other industries will have ideas. Wuliangye in the wine industry and Wahaha in the food industry are all involved in dailyization. Therefore, in combination with their own superior resources, pharmaceutical companies have become more integrated. Time is right.

Then, the entry of large-scale pharmaceutical companies has no major impact on the pattern of the daily chemical industry. After communicating with senior executives of pharmaceutical companies and high-level cosmetics, the author believes that pharmaceutical companies are entering the daily market, and more for the daily chemical industry. The benign effects are mainly manifested in the following three aspects.

Increase competition

Japan has always been a very competitive industry. According to experts, the annual product launch is now more than the market demand. Therefore, there are many products in the market that have accumulated backlog. In this situation, the competition of enterprises must be fierce. In addition, in recent years, the beauty salon industry has become more and more difficult. In addition to the stable performance of several high-quality brands, the sales and profits of other brands have dropped significantly, and the labor costs of professional lines are getting higher and higher. The increasingly difficult to find talents, coupled with the constant accidents of the media exploding beauty salons, make consumers feel guilty. Therefore, professional line products survive very difficult, they urgently need to change the status quo to improve profits, therefore, we also see recently A few years of professional line crazy to the daily line, which has added a lot of pressure to the already fierce daily chemical market.

Nowadays, pharmaceutical companies have begun to take their troops. With strong financial strength and control over the quality of product efficacy, most pharmaceutical companies have been aggressive. In TV commercials, in addition to strong brands such as Lafang, Bawang, Engraving and Libai, there are still a large number of TV commercials. Shining, Honghong Kangwang and Yunnan Baiyao are all attacking in CCTV and David. The Shenghuo Pharmaceuticals, which won the bid for CCTV Gold Resources, is also gearing up and there should be big moves.

In this way, the competition situation that the Japanese chemical enterprises originally faced was externally oppressed by the foreign brands, and the weak meat was strong; the struggle for guilt was continued, and the same room was frustrated, and internal and external troubles were caused. Now, the new forces of pharmaceutical companies have come to win the game and compete for cakes. It is foreseeable that the cakes in the domestic daily market will be getting bigger and bigger, and everyone's share will be smaller and smaller.

Energize

It is true that pharmaceutical companies are involved in dailyization, which has brought new competitive pressures to the industry. However, every thing often has two sides. Therefore, pharmaceutical companies will bring competitive pressure to the daily chemical industry and will also inject this industry. A certain vitality.

First, the addition of pharmaceutical companies will destroy the maturity of the domestic cosmeceutical market. For a long time, La Roche-Posay has stood out in medicine and medicine. Although there is no big advertising investment, with good reputation and after-sales service, especially the establishment of a complete membership file, the sales of La Roche-Posay will increase year by year.

Domestic drug makeup brand Didou has been deeply immersed in pharmacy channels for several years and has occupied 48.8% of domestic acne products . It is a relatively successful cosmeceutical brand in China. The market potential of cosmeceuticals is everyone's eyes. However, in the past few years, it has been ignorant. On the one hand, consumer habits have not formed. On the other hand, the operating mechanism of pharmacies is still not perfect. Moreover, cosmeceuticals and cosmetics are still effective. There are certain differences, and therefore, certain barriers to entry are also required.

In Taiwan, the cosmeceutical store Kang is beautifully operated. At present, Kang Meimei has opened many branches in China. Although many cosmetics companies in China have entered this channel for sales, they have not formed anything. Great influence, after all, people are still positioned for cosmeceuticals. Therefore, the pharmaceutical companies will enter the military daily, which will bring their research and development resources and accelerate the development of the drug and cosmetics market. Of course, when pharmaceutical companies produce a certain scale, or when there is excess capacity, I believe that more traditional cosmetics companies will use the OEMs of pharmaceutical companies to produce cosmeceuticals. By then, the domestic cosmeceutical industry will definitely go further. .

In addition, the marketing method of pharmaceutical companies will bring some new marketing concepts to the daily chemical industry. Like Yunnan Baiyao toothpaste, his marketing method turned out to be a method of taking health care products. It can be strongly promoted by soft texts, and the effect of Yunnan Baiyao toothpaste is fully expressed, conquering the hearts of many consumers. For the Japanese chemical industry, which was originally driven only by TV commercials, this is undoubtedly a fresh stimulant, because before this, no one thought that daily chemical products could be sold as health products, or no one dared to try. . However, after Yunnan Baiyao toothpaste, I believe more and more manufacturers dare to explore new areas. Drugs have their own uniqueness in sales, their terminals are doing very well, and the conference marketing of drugs is not inferior to the daily chemical industry, and may be very good for the daily chemical industry in some details. Make up for it.

The flow of talents in the daily chemical industry is very large. I believe that the entry of pharmaceutical companies will promote the rotation between pharmaceutical sales and daily sales talents. In terms of marketing concepts and market expansion methods, there will be more fresh and effective. The birth of the means, which is very helpful to improve the new vitality of an industry.

Promote norms

Pharmaceutical companies are involved in daily chemical production, and may not be as standardized as traditional Japanese manufacturers. However, pharmaceutical companies have their own advantages, especially in the production process of pharmaceutical companies. The GMP standards adopted in their production workshops have always been sought after by cosmetics companies. Many cosmetic companies regard GMP standards as their core strengths.

July 7, 1995, "Consumer Product Manual cosmetic through the label" the "cosmetic" is defined as: "is the applicator, spraying or other similar method, applied to the body surface (e.g., skin, hair, nails, lips, etc.), from To the product that cleans, maintains, beautifies or eliminates the bad odor, the product can have a mitigating effect on the use part."

Since the definition of cosmetics is only "the mitigation effect on the use part", this space is very large, what is the mitigation effect, and it is difficult to really sit in the right place. Therefore, many products produced by cosmetics manufacturers currently believe in two policies. That is, no effect, no side effects, no merit, but no way.

In fact, many consumers do not play a big role in improving skin problems by using cosmetics. It is mainly a psychological problem. If you do not use cosmetics, you may not be able to pass this level. However, from the consumer demand point of view, there are many consumers who use cosmetics in the original intention is to want to spot, acne, dandruff, etc. In these functions, in any case, the medical effect is better than cosmetics, we can Seeing that many people see spots and see acne are going to the hospital, going to the pharmacy, not the cosmetics store. It can be said that cosmetics are to help consumers to add icing on the cake, rather than in the snow.

However, the entry of pharmaceutical companies will play a certain guiding role in the efficacy of products, and will further promote traditional Japanese companies must strengthen scientific research techniques and improve formulas, so as to move cosmetics into a more standardized direction.

All along, the management of drugs by the relevant departments is much stricter than cosmetics. After cosmetics are classified as drug management, there should be a lot of management in terms of management. Pharmaceutical companies are involved in dailyization. In some respects, they will be used in traditional Japanese companies. To a certain leading role, therefore, in the near future, we will also be able to see that pharmaceutical companies and traditional Japanese companies will interact with each other and gradually move toward standardization.