What are the marketing characteristics of Tong Ren Tang and ordinary people's pharmacies? It is best to find out their similarities and differences! If you know, do me a favor and send it to my mailbo

What are the marketing characteristics of Tong Ren Tang and ordinary people's pharmacies? It is best to find out their similarities and differences! If you know, do me a favor and send it to my mailbox! Tongrentang

Corporate culture and purpose? The value orientation of Tong Ren Tang stems from the entrepreneurial purpose of "keeping in good health and helping others, but putting medicine first". It embodies the core of Confucianism, "benevolence, virtue and goodness". Therefore, "patient first, customer first" has always been the highest realm pursued by Tong Ren Tang.

The quality culture of Tongrentang is a comprehensive quality assurance system and modern pharmaceutical norms with drug efficacy as the core. It is summarized as "a safe and effective prescription; Authentic and clean medicinal materials; Science and technology according to law; Rational use of drugs for evidence. " Formed a cultural concept of being highly responsible for drug quality, which penetrated into pharmacies, marketing management and various work.

Tongrentang's business philosophy is "honesty-based, medicine morality is the soul". It is embodied in the patient-centered behavior concept of "taking from righteousness and using it in righteousness". What it forms is the thought of "morality, honesty and faith" and the culture of honesty.

Walking in the world

Tongrentang has experienced vicissitudes, and its "golden signboard" is enduring. It is because Tongrentang people pay attention to the lofty spirit and the traditional culture and virtue of the Chinese nation, and turn it into the words and deeds of employees, forming a corporate culture system with the characteristics of Chinese medicine industry. Indeed, "quality" and "service" are the two pillars of the golden signboard of "Tongrentang". Adhering to quality first and doing everything for patients is the most fundamental reason for Tongrentang's prosperity.

Reduce costs in terms of price.

Improve inventory turnover rate and reduce inventory cost; Order accurately, reduce procurement cost and improve supply satisfaction rate; Ensure the quality of incoming goods; Reduce marketing expenses; Improve the level of inventory management and avoid unnecessary losses; Reduce distribution and transportation costs; improve work efficiency

Strict price control and flexible price management

For price control, the system not only provides flexible price management, but also provides strict price control, by setting the corresponding maximum purchase price and minimum selling price for different inventories in advance. When the purchase business occurs, if the purchase price is higher than the maximum purchase price, the system will automatically alarm; Similarly, when sales are invoiced, if the sales unit price is lower than the minimum selling price, the system will automatically give an alarm. Strengthen management and control from one in and one out to ensure that the interests of enterprises are not lost.

Although the purchase and sale prices are strictly controlled, they are still incomplete. Under the influence of the economic environment and the control of national policies, the prices of pharmaceutical devices will change from time to time. In this case, the system provides a flexible management mode, which can flexibly adjust the retail price and record the adjustment process in time, which not only ensures the flexible management of the price, but also avoids the price confusion caused by strengthening control. At the same time, the price management also provides a record of price adjustment, which is convenient for enterprises to inquire in the future.

Establishing strict and powerful price control on the basis of flexible price management will establish a complete price system. The system provides a complete set of price system management. You can define your company's price system by combining business type, customer classification, customer file and inventory file.

Here, several important links are explained. Refine the influencing factors of price, and formulate price policy according to business type, documents, customer classification, customer, inventory classification, batch number and price validity period. Provide a convenient pricing method for the rule-based pricing model, and minimize the workload of establishing price files on the basis of ensuring flexibility. Define various price generation rules. Save all previous price adjustment records for easy inquiry. Enhance the price control function and set the highest and lowest selling price control.

The level of procurement and inventory management needs to be improved.

There are many suppliers, the price fluctuates greatly, and the procurement management problem is outstanding. Due to the particularity of drugs, the requirements for batch number and expiration date are high, and their sales, storage and transportation specifications are very strict, which must follow the GSP regulations of the State Administration of Pharmaceutical Products, but it is difficult to manage under the current circumstances.

place

Tong Ren Tang: The Construction of Hierarchical Marketing Terminal for Time-honored Brand Changing Face

Hierarchical marketing

Time-honored brands make Tong Ren Tang spend less on product advertisements. Tongrentang often sells more than 400 varieties and promotes them according to the actual situation of different products and regions.

Tongrentang has a clear understanding of its own shortcomings in sales. "Tongrentang has developed from a production-oriented enterprise to a direction that pays equal attention to production and sales." Jin Yongnian, director of the Propaganda Department of Tongrentang Group Co., Ltd. said.

65438-0997, Tongrentang was restructured and Beijing Tongrentang Co., Ltd. was established. After the restructuring, Tongrentang has more or less the characteristics of state-owned enterprises, especially in marketing, the model is relatively backward, almost entirely based on production and sales, and production and sales are out of touch. Not only that, Tongrentang is facing the test of marketing network and management with 24 dosage forms and more than 800 products.

With the expansion of consumer market, pharmaceutical enterprises begin to pay attention to the construction of marketing network. Some enterprises with relatively single products, many of them directly make terminals, and thousands of marketing teams go deep into all parts of the country, including county-level cities. "Tongrentang is not," Jin Yongnian said. "Until now, we still mainly rely on agents in various regions for sales."

Stimulating the market or management mistakes?

Two months before the implementation of the cash spot policy, enterprises will intentionally control the goods in the channel and reduce the delivery volume, in order to digest the inventory of dealers and make the channel hungry. After the cash spot policy is formally implemented, channel merchants will force purchases due to market demand. However, the counter of Tongrentang has long been empty, including "good goods" such as Liuwei Dihuang Pill, Ganmao Qingre Granule, Niuhuang Jiedu Tablet, Shugan Hewei Tablet and Xiaoer Qingfei Oral Liquid, which are out of stock or out of stock.

No matter the channel empty goods or the change of purchase structure, it will have a great impact on the sales of Tongrentang products. Because the main varieties of Tongrentang are not exclusively owned, once the market is vacant for a long time, its products are in danger of being replaced, which will affect the company's sustainable development ability.

to promote sales

Backward promotion policy

In product sales, the sales support of manufacturers is very important. Many manufacturers help commercial companies to sell by advertising and recruiting terminal salesmen. Compared with other companies, Tongrentang has less advertising and less benefits for dealers. In recent years, there has been little action in brand promotion. The enthusiasm of the channel has not been mobilized, and the ability to control the terminal is limited.

Tongrentang's advertising promotion is less, and the income to dealers is not high. In contrast, Wanxi's sales measures and policies are still good.

In the past, Tongrentang's sales mainly relied on the brand and the passive marketing standard style of natural growth. This standard style leads to the confusion of ex-factory price of products, the tension of goods smuggling, the complexity of accounts receivable and the lack of control over the final situation. At the end of 2005, Tongrentang began to implement marketing reform measures: canceling the chief distributor system and replacing 10% distributors; The purpose of cash and spot sales companies to carry out such reforms is not only to improve their financial situation, but also to supplement and build perfect marketing channels and network terminals, and to improve the final distribution rate and the first promotion rate of products in retail.

Tongrentang's previous sales model mainly relied on the passive marketing and natural growth of the brand. This model leads to the confusion of ex-factory price of products, serious phenomenon of goods fleeing, huge accounts receivable and lack of control over terminals. Since the end of 2005, Tongrentang has implemented marketing reform measures: canceling the chief distributor system and replacing 10% distributors; Cash spot sales, etc.

Terminal construction

While relying on agents, Tongrentang increased the intensity of terminal direct retail and invested heavily in building a chain system.

However, the purchase structure of wholesalers and pharmacies has changed greatly. They generally reduce the purchase volume of second-and third-line products of Tongrentang, which has an impact on the marketing of other vulnerable varieties of Tongrentang. This obviously violates Tong Ren Tang's original intention of "improving the distribution rate and starting rate of products in retail terminals"

Product (quality, etc. Ensuring the quality of drugs and strictly controlling the selection of materials are the self-discipline consciousness of Tongrentang people; The other is the external pressure of Tong Ren Tang.

1. Legacy handed down from generation to generation: Tongrentang has attached great importance to the quality of drugs since its inception, with strict management as the guarantee. Le Feng Ming, the third son of the founder Le Xianyang, inherited his father's career. 1702, he opened Tongrentang drugstore on the basis of Tongrentang drugstore. He spared no effort to relieve cold and heat, painstakingly studied medical skills, deliberately searched for pills, dispersed pills, various formulas and compiled books in different ways. Le Feng Ming put forward in the preface of the book that "after observing the elbow, we can distinguish the real estate. Although the processing is complicated, we will not dare to save labor; Although it tastes expensive, you dare not reduce material resources. " It has established strict prescription selection, medication, ratio and process specifications for drug production in Tongrentang, which has been passed down from generation to generation and cultivated a good reputation of Tongrentang.

For more than 300 years, Tongrentang insisted on strict selection of materials in order to ensure the quality of drugs. This kind of example is its unique "Chinese patent medicine"; Chinese patent medicine is the main product of Tong Ren Tang. In order to ensure the quality, besides the unique formula and excellent materials, strict and exquisite technological procedures are necessary. If the processing does not conform to the technical regulations, can not reflect the attenuation or synergistic effect, or the quality is affected by many unfavorable factors, it will not only affect the curative effect, but even turn the good medicine into medicine, endangering the health and life safety of patients. Chinese patent medicines produced by Tongrentang always have hundreds of processes from purchasing raw materials to packaging. Every process of processing each drug has strict technological requirements, the quantity of feeding must be accurate, and the feeding error of all kinds of precious fine drugs should be controlled below microgram. For example, rhinoceros horn, natural bezoar and pearl should be ground into the finest powder. In addition to sterilization, the number of holes should meet the requirements to ensure the fineness of the powder, and the color should be uniform without flower lines, spots and impurities.