Reform of gsp marketing model of veterinary drugs in veterinary drug management enterprises

During the implementation of GSP, there will be four typical models in the veterinary drug industry.

First, regionalization, the regionalization of animal husbandry division of labor will be obvious, enterprises will concentrate limited resources and strength to consolidate regional markets, intensively cultivate, establish and consolidate core customers, and form base areas. The second is specialization. Operating companies will specialize in certain products, serve a certain customer base, and have certain business expertise, unlike what they do now and are not proficient in anything. Third, networking, there will be a national network, taking the form of branches, subsidiaries, offices, chain stores, etc. to form a network and establish a channel brand. Fourth, integration, on the one hand, reverse integration of production enterprises, on the other hand, the formation of market-oriented brand channels, with product resources.

In practice, there are mainly the following forms:

First, the regional complete general agent system: the veterinary drug production enterprise only chooses one GSP enterprise to distribute its products within a certain market range, and the promotion, promotion, distribution and refund of veterinary drugs are completely completed by this GSP enterprise. Among them, it can be divided into national scope and regional scope. This method mainly evolved from the current customized buyout operation.

The advantage of the regional general agent system is that it can make full use of the advantages of local policies, relationships, distribution channels and other resources of veterinary drug GSP enterprises to carry out the propaganda, promotion, distribution and refund of veterinary drugs. First of all, because there is a lot of profit space, it is easy to fully mobilize the enthusiasm of the general agent, which is conducive to better completing the marketing work. Second, after the implementation of GSP, the "backpack dealers" who used to go from village to village will face unlicensed operation, and the mobile dealers who "scatter" all the way will also face illegal operation in different places. Therefore, adopting the regional general agent system can reduce the investment of enterprises in the circulation field. Third, there is no competition among middlemen, and price competition is not easy to occur, which is conducive to ensuring a higher profit rate. Fourth, production enterprises and veterinary drugs.

GSP has a close relationship with enterprises, which is conducive to solving problems in time.

Disadvantages of regional complete general agent system: high risk. Because there is only one middleman in the regional general agent system, the quality of its operation has a great influence on enterprises, and it is difficult for veterinary drug production enterprises to enter the local market in a short time after major problems occur, so the risk is greater.

Because agents only pay attention to economic benefits, they will use various means to achieve their goals in the promotion process, which may have a negative impact on the image of veterinary drug production enterprises.

Every veterinary drug business enterprise has its own unique network advantages, and it is impossible for a specific business enterprise to gain 100% customer base in the market in its own name, so adopting the regional general agent system is not conducive to rapidly increasing market share.

Market information feedback is slow. Because the general agent's task is only sales, the feedback from enterprises is small and slow in terms of information flow.

Applicable object of regional complete general agent system: 1. Design specific products with special functions and concepts.

Set up a general agent system for specific products, rather than controlling the whole line of product management rights of enterprises. 2. Veterinary drugs with small scale and single dosage form produce new products for emerging small enterprises. Due to the limitation of sales channels of emerging enterprises, it is difficult for their new products to open the market on their own, so they can only adopt the regional general agent system and choose an agent in each major market. 3. Non-key markets. This complete general agent system is generally adopted for non-key markets where enterprises are unwilling to invest too much energy but must maintain the existence of products.

Second, the regional distribution general agent system: veterinary drug production enterprises only choose one GSP enterprise to distribute their products within a certain market range. The propaganda, promotion and refund of veterinary drugs are entirely the responsibility of the production enterprises themselves, and the enterprises only take advantage of the network advantages of agents.

This way is the way that the above-mentioned veterinary drug production enterprises attach importance to the market and ignore the channels. At present, most poultry medicine enterprises and domestic enterprises with high efficiency adopt this method. Its advantages are: 1. We can use the advantages of technology and reputation of veterinary drug production enterprises to promote products. It is much more credible for veterinary drug production enterprises to send technical sales assistants in dealer stores than to run business representatives. 2. It is conducive to timely feedback of information. Sales staff and technical service personnel can directly feed back the needs and opinions of veterinarians and farmers to veterinary drug production enterprises. 3. It is beneficial to strengthen the contact and communication with the terminal and improve the industry image of veterinary drug production enterprises. For veterinary drugs, there are many related materials, such as efficacy, comparison with other products, use, adverse reactions and so on. These materials are important references for veterinarians and farmers. By providing these materials to veterinarians and farmers, technicians can promote sales on the one hand and improve corporate image on the other. 4. It is beneficial for enterprises to control products and prevent cross-selling. Because the demand for veterinary drugs in farms, veterinarians and distribution points is completely controlled by technical service or sales personnel, there will be no cross-selling. 5. There is no competition among middlemen, the purchase price and retail price are controlled by the manufacturers, and there is nothing the dealers can do, so there will be no price competition, which is conducive to ensuring a higher profit rate. 6. The requirements for dealers are low, and they don't need much marketing ability, only need a high customer network.

Disadvantages of the general agent system for regional distribution: 1. The management scope is enlarged and the management level is required to be higher. Due to the establishment of a large number of offices and the recruitment of a large number of sales staff and technical service personnel, enterprise management is more difficult and management costs are rising. 2. Promotion costs have risen. 3. The agent's enthusiasm is low. Because the dealers who adopt the regional distribution general agent system get less profits and have lower enthusiasm. The market share is not the highest. Because only one veterinary drug enterprise is selected for distribution, the market coverage is low.

Applicable object of regional distribution general agent system: 1. High value-added veterinary drugs. Because of the high cost of direct promotion of veterinary drug production enterprises, it is necessary to have high profit space to ensure reasonable profits. 2. Only sales personnel and technical service personnel with good reputation and high management level can gain the trust of veterinarians and farmers in promotion, otherwise the effect of regional distribution general agent system will not be achieved. 3. Key markets for key varieties of enterprises.

3. Multi-agent system in the region: veterinary drug production enterprises choose several GSP enterprises to distribute their products as agents within a certain market scope, and GSP enterprises are responsible for the publicity, promotion and refund of veterinary drugs.

Advantages of regional multi-agent system: due to the adoption of multiple agents, customer networks complement each other, which is conducive to improving product coverage; Risk reduction, because there are many agents, the problem of an agent will not have a decisive impact; With the reduction of expenses, enterprises don't have to pay too much publicity and promotion expenses, and at the same time, they can reduce prices because of multiple competitions; Conducive to the control of agents. Because there are many agents in the same area, enterprises can let them compete by means, so that enterprises engaged in veterinary drug GSP can invest more energy to promote sales. At present, most domestic high-brand veterinary drug enterprises adopt this model.

Disadvantages of multi-agent system in the region: due to the competition of multiple agents, it may lead to mutual price suppression and market price confusion; Because many agents, enterprises and veterinary drug GSP enterprises have decreased their ability to monitor local products, counterfeit drugs may occur; May be abandoned by the agent. Due to fierce competition among agents and low profit margin, agents may give up this variety when they get a better variety, thus damaging the interests of veterinary drug production enterprises.

Applicable object of multi-agency system in the region: 1. Veterinary drugs with large market demand often require high market coverage, but only a variety of drugs can meet the requirements, such as penicillin, analgin, disinfectant, insect repellent, stomach tonic and so on. Enterprises generally adopt multi-agent system, and the more agents, the better. Through the advantages of agents, the purpose of increasing sales is achieved. 2. Products in the late stage of maturity. Because the market is mature, the sales are stable, there is no room for new growth, and the prospects are not great, enterprises no longer invest too much energy and money, but adopt the strategy of gradual withdrawal. There are many similar products in the market. Because there are many similar products that can be substituted for each other, veterinary drug manufacturers are unwilling to invest too much effort in publicity and promotion, but hope to increase with the market growth by hitchhiking, so they adopt the multi-agency system.

Four, enterprise direct sales system: veterinary drug production enterprises directly sell to veterinarians or farms without agents.

At present, some poultry medicine enterprises, biological products enterprises and bulk drug enterprises mostly adopt the enterprise direct selling system. However, with the promulgation and implementation of the Regulations on the Administration of Veterinary Drugs, there are great limitations and risks in this mode of operation, such as prescription drugs and over-the-counter drugs, veterinary practice system and farm drug management system. The most restrictive factors should be unlicensed operation and veterinary practice system. Most farmers know little about veterinary drugs, and distributing drugs directly from manufacturers often leads to drug abuse. The price may not be cheap, and some salesmen directly increase the price to farmers. In addition, in general, large veterinary drug companies rarely directly do farmers, and most of them directly do sales companies or small manufacturers in the market.

Veterinary medicine is not an ordinary daily commodity, it has dual attributes, both as a commodity and a medicine for health care and treatment, and it cannot be used correctly without certain professional knowledge. Therefore, direct selling is a last resort for veterinary drug manufacturers, and it belongs to a business form of survival in the cracks. It has many uncertain factors and business risks: First, it is obviously illegal business (unlicensed business or off-site business). Second, the input cost is high and it is difficult to support (the purchase volume of a single batch of farms is small). Third, it is difficult to meet the needs of customers when an emergency occurs (long transportation distance and difficult distribution). Fourth, major animal epidemics, high mortality rate of livestock and poultry, are easy to get into trouble.

Verb (verb's abbreviation) bidding system: Bidding system is a new distribution channel of veterinary drugs, which is still in the process of exploration. Because the bidding varieties and the number of targets in the bidding system are controlled by the bidding institutions, and most of the bidding varieties are the varieties of production enterprises, the role that enterprises can play in this new system is limited.

Bidding system mainly means that some biological vaccines, disinfectants and anthelmintics in pastoral areas are strategic materials for the prevention and control of major animal diseases. The bidding system has few varieties, low grade and many competitors.

Matters needing attention in the bidding system of veterinary drug production enterprises: pay close attention to the development direction and bidding information of the bidding system, and strive to make its own varieties with cost advantages enter the bidding scope. Cost advantage is the most important factor in bidding, because only the enterprises with the lowest cost in the industry can win the bid; Adapt to the bidding system through various means to reduce product costs; Don't blindly push the price too low in order to win the bid.

At present, various enterprises often adopt the combination of the above modes. For example, the regional distribution general agent system is combined with the regional multi-agent system, and the enterprise direct sales is combined with the regional distribution general agent system.