The choice of park industry under the veil of great health

20 18 12 1-2, China international health science and technology innovation industry development summit co-sponsored by China Rehabilitation Technology Transformation Development Association and Sichuan Investment Promotion Bureau was held in Chengdu. As a guest speaker, Mr. Liang Chun, Executive Director of China District of the Park, was invited to participate in the parallel forum on health industry and urban development of the summit.

As this forum involves the big health industry and urban development, invited guests include leaders of the National Development and Reform Commission's Center for the Reform and Development of Cities and Small Towns, as well as four traditional housing enterprises such as COFCO Real Estate, Fosun Group, Country Garden and Jindi, which are involved in the development of big health industry and related projects, as well as Nash Space, an eco-office service operator, and dtz, a property consulting agency. As a professional investment bank in the industrial park, China was also invited to speak at this forum.

China has always had his own knowledge and understanding of the big health industry and similar concepts and industrial choices, but due to various reasons, it was not discussed in this forum, so this article will make a brief introduction to share with colleagues in the park field.

The words "great health" and "great health industry" are very popular in recent years. According to some health industry research institutions, its coverage and scale are unimaginable. In addition to traditional medicine, bioengineering and other trillion industries, it also includes health food, health daily necessities, health consultation, elderly health care, sports health, family rehabilitation, and real estate, tourism, agriculture, clothing, leisure and other industries closely related to people's daily lives.

However, I don't know if you have noticed that the word "big health industry" doesn't exist in the Decision of the State Council on Accelerating the Cultivation and Development of Strategic Emerging Industries issued by the State Council on 20 10 or the Guiding Catalogue of Key Products and Services of Strategic Emerging Industries recently issued by the National Development and Reform Commission on 20 17.

It is also difficult for us to accurately trace the origin of the concept of big health industry. However, we noticed that Yunnan Baiyao took the lead in putting forward the strategy of "New Baiyao, Great Health" in order to enter the toothpaste industry at 201/kloc-0. Another case is that Guangzhou Wang Lao Ji Da Health Industry Co., Ltd. was established immediately after Guangzhou Pharmaceutical Group 20 12 successfully recovered the brand of Wang Lao Ji, and was committed to operating the red health industry.

In the past, these two pharmaceutical companies never mentioned the concept of great health when producing and selling pharmaceutical products. When one of them entered the toothpaste series of daily chemical industry, the other company did not hesitate to withdraw the beverage brand that had been authorized to sell, and they all put forward the concept of great health. Why?

Obviously, this is all for marketing, in order to expand the market, win the attention of consumers, and carry out business means. When pharmaceutical companies enter other industrial fields, they can all be labeled as the concept of health, which undoubtedly has inherent advantages and is a blow to dimensionality reduction. However, if it is only interpreted as a health care product, it is still difficult to arouse the scolding of the market. After all, the concept of health was worn out at that time, and those products that were basically forgotten by the market, such as Sun God, Zhu San Oral Liquid, Red Heart K, Haci, Only One, and Ant Force God, actually made consumers feel at that time. So the concept of "great health" came into being, and it also became a "fig leaf" for pharmaceutical companies to make other Shen Yan products instead of medicines. After all, although the pharmaceutical industry seems to have a great market demand, it is actually a very small industrial category, especially in the field of strict health control. In order to gain a huge market, it is necessary to invest huge R&D costs and unpredictable development cycles. Therefore, once a pharmaceutical factory jumps out of the shackles of pharmacy and interprets its development strategy with the concept of great health, the choice of industries it covers becomes very flexible. If we can break through the traditional market at any industrial node and replace the old industry leader with products packaged with the concept of great health, it is equivalent to opening up a brand-new market for ourselves.

If great health can be an industry, then all adjectives describing the state of mind and body plus the word "big" can be an industry, which is better than "great security industry, great happiness industry, great sweetness industry, great happiness industry, great freedom industry" and so on. I believe that with a little interpretation and application, these words will also play a certain role in marketing, but after all, we are not engaged in marketing, but as a professional service organization in the field of industrial parks.

Just as great health as a marketing concept has its marketing function in most industries related to residents' daily life, it also plays a marketing role compared with industrial parks.

For example, land acquisition by developers is essentially the purchase and marketing of scarce resources such as land supply by the government, so it needs various marketing concepts such as great health to package; For example, government investment or developers renting and selling park properties is also a kind of marketing aimed at the transfer of ownership or use right of settled enterprises, which also needs various marketing concepts to package; Finally, the operation of the industrial park itself, its continuous rental and sales work and the value-added services it provides also need to be marketed for the sub-industries it faces, so it also needs marketing ideas to package it.

In the above marketing process, if we can wear the hat of big health industry, there will be many stories to tell and unlimited market space to imagine, which will facilitate our marketing work. However, it is foreseeable that in the construction and operation of the park, the concept of big health industry will be hyped, and the actual situation of its landing will inevitably be very different from the picture depicted. In the final analysis, the industrial park will continue to operate, which is different from those residential real estate sold through hype and marketing.

Therefore, whether it is the government's industrial policy formulation, the development and operation of industrial parks, or the positioning of our enterprises, we need to be able to identify the difference between marketing concepts and industrial essence, otherwise we may get lost in various marketing concepts like the story of "oil found in hell".

The concept of industry has a clear definition and cannot be used at will. In the applied economics discipline of industrial economics, industry is defined as follows:

Note: The above two points are easy to understand. The third point refers to the whole commodity circulation process, including R&D design, raw material supply, energy and infrastructure, processing and manufacturing, market circulation and after-sales service.

Obviously, the so-called big health industry itself does not belong to any of the above departments. Herbal tea as a beverage and toothpaste as a daily chemical product are not a kind of goods at all, and there is no similar technology and technology between health food, medical equipment and pension real estate. Even medical institutions and biomedical enterprises that seem to be closely related are actually only overlapping in business, and their operations are completely different fields and logics.

Then how do we judge the concept of marketing or the essence of industry? Only through the above definition of industry in industrial economics, we are still easily confused by the complicated marketing concepts around us. Here, we will introduce another tool and theory so that we can identify it quickly.

All marketing ideas are nothing more than arousing customers' desire or escaping or both. Becoming healthy and properly avoiding pain illustrates this theory. In a word, both desire and escape are the embodiment of demand. Where there is demand, there is a market, but neither demand nor market is an industry. It is the industry that can meet the demand and market.

Through this identification tool, we can easily identify the marketing concept and industrial essence. When we hear a word or a concept, we can put it in the picture above for comparison. Does the word describe the demand or point to a specific product, service or infrastructure that supports the product service?

For example, pension is a demand, so it is not an industry, but pension real estate is an industry, because real estate is the spatial infrastructure of pension products and services. There are also some conventional concepts that actually mislead our decision-making, such as "cultural industry". What is culture? Broadly speaking, culture is the sum of human material civilization and spiritual civilization, covering all economic, political and spiritual activities; In a narrow sense, culture is the social demand of human survival. Culture comes from society, and society comes from division of labor, cooperation and coordination. For independent individuals, culture is actually a kind of demand, and it is industry that meets this demand. What exactly are there? For example, literary and artistic creation, music creation, photography, dance, industrial design and architectural design can be said to meet the cultural needs, but as the development and construction unit or operator of the industrial park, we need to pay attention to the specific industries we introduce and serve. Instead of vaguely taking the cultural industry as a general term, it will be difficult to guide our specific work. For example, the space form, hardware facilities, software services, distribution channels and copyright protection required for music creation are completely different from industrial design or literary creation. Suppose we want to build a music town or a music industry base, then we will know the industrial direction we will face, as well as the spatial characteristics and service content we need to provide. Once we generally face the cultural industry or the so-called cultural and creative industry, it is easy to turn a music town or music industry base into a commercial area selling music products and services.

All the above are based on the development, construction and operation scenarios of industrial parks, explaining the difference between marketing concept and industrial essence. The purpose of understanding and identifying is to better develop, build and operate industrial parks, rather than playing word games.

Of course, the industries carried by all parks and spaces are not static, and even multiple industries are merged and constantly evolving. However, as the operator of the industrial park, whether in the early stage of construction or in the late stage of management, we should always be clear about what the core industry we are aiming at. Which industry is the ecology we need to focus on? Don't let a bunch of marketing concepts get carried away, so that the park that serves the industry will eventually become an enclosure or a marketing gimmick, and finally earn income by selling houses.

Industrial parks exist because they can meet the needs of specific industrial segments, reduce their costs and improve their efficiency. Therefore, when we face some words with industrial suffixes, we should have a clear understanding and attribute the marketing concept to marketing work and the industrial concept to landing service.

So how can the park choose industries and create value for such industries?

First of all, we must understand the two most important factors for the survival and development of the industry, one is cost and the other is efficiency. Only low cost and high efficiency can win the market. All costs and efficiency depend on two factors, one is division of labor and the other is technology. Under the same technical conditions, specialized division of labor is the essence of reducing costs and improving efficiency.

Adam Smith divided the division of labor into three types:

The second and third forms of division of labor are devoted to the construction and construction of industrial parks. Therefore, when choosing or positioning industries, a park should first consider the nodes of settled enterprises in their industrial division of labor, what other industries and social division of labor are needed, and secondly, whether the specialized division of labor among these enterprises can promote each other.

We use a legend to understand the industrial choice of the park. As can be seen from the above figure, the park has two reference quadrants when choosing industries. The first is the park foundation, and the second is enterprise collaboration. The foundation of the park refers to the sum of the park itself and social infrastructure services, such as the spatial form of the park property, energy sources such as water, electricity and transportation, the distance from raw materials and markets, industrial policies and other related factors to build the basic functions of the park. Enterprise synergy refers to the synergy effect between upstream and downstream enterprises in a certain industry.

For example, the platform-based e-commerce industry needs the cooperation of other external enterprises to be very high. From the aspects of design, production, sales, logistics and after-sales, it can be said that the platform-based e-commerce industry is actually integrating several other enterprises to realize its core competitiveness, so the enterprises in the platform-based e-commerce industry have high cooperative operation ability, but the e-commerce itself does not have high basic requirements for the park, only needs office space, network bandwidth and corresponding transportation facilities, and does not need the park itself in terms of energy, raw material supply and logistics.

However, it should be noted that similar platform-based e-commerce industries often have the core competitiveness of other industries besides Internet technology, such as lower-cost supply channels, more convenient logistics, or distribution, leasing and sales channels in the name of * * * enjoying the economy. In a word, industries with high enterprise synergy have great influence, and the park can promote the development of other industries by introducing such industries. However, this kind of industry has low requirements for the foundation of the park and insufficient adsorption, and it is easy to transfer to other parks with lower costs.

Another example is the small and medium-sized manufacturing industry, which has higher requirements for the foundation of the park. In addition to the low-cost property space, there are certain requirements for the load, transportation capacity, energy and garbage disposal of the factory building. This kind of enterprise has a strong adsorption to the park, which can be said to be a reliable cash flow industry leased by the park, but the synergy between enterprises of this kind of industry is not high. They only cooperate with a few external enterprises and do not need to integrate them on a large scale.

Through this legend, the park can choose the industry more rationally, and at the same time, it can be more convenient to understand the relationship between the industry and the park, as well as the relationship between supply chain nodes within the industry. This legend can also be applied to the government's process of determining industrial policies and attracting investment, as long as the foundation of the park is replaced by the foundation of the city.

The above are some shallow thoughts on the industrial choice of the park through the Great Health Industry Summit. There are still many factors to be considered in the actual selection and matching of parks and industries. Generally speaking, park operators need to clarify their concepts, innovate methods and find solutions that are more in line with market rules.