First of all, let's make an analysis from the perspective of product manufacturers: in the field of biotechnology services, it is still the era when products and brands are king, and manufacturers can be divided into three main categories:
Foreign international brand manufacturers, such as Thermo Fisher, Roche, Abcam, Simga, Corning, NEB, Eppender, etcFirst of all, the brand is strong, the product is strong, the technical advantages are obvious, there is no shortage of channel providers, the international brand represented by Thermo Fisher Fisher, the price of the fly out of the channel wailing all over the field, at most 95% off, Thermo Fisher Fisher Fisher in overseas ** than the domestic market channel is actually stronger. Expanding the right to speak in channels with the advantages of brands and products is what international brands have been doing. In addition to not giving profits to channel dealers, as many as 6 times a year to increase prices, not only channel business, scientific research work is also angry, there seems to be no good way at present. Humble survival in front of international brands is a real problem that many small retail channel providers have to face.
The distribution of foreign brands can't make money, and self-owned brand reagents and consumables manufacturers should always be able to, right?Domestic brand reagent consumables are willing to give channel providers profit margins, but. It is becoming more and more difficult for channel providers to make money on their own brand products, why is this?
According to the product, we put our own brand together, reagents, consumables, and small instruments. Brands are divided into manufacturers and OEMs. The competitiveness of the OEM's own products is not strong, and it seems that it is of little significance to talk about the profit margin of the channel provider.
Independent brand manufacturers with their own manufacturing and technical capabilities should always be able to!Compared with foreign brands, independent brands with manufacturing and technical capabilities are relatively profitable, why is it becoming more and more difficult to do?
Let's analyze it further down and see what domestic reagents, consumables, and instrument manufacturers are doingOr take the consumables I am most familiar with as a case study: domestic mainstream consumables manufacturers (not to mention the names of each brand here), according to the product points, there are Wuxi manufacturers, Guangzhou manufacturers, Hangzhou manufacturers who are good at suction tips, and Anhui brands that are OEM outsourcing. There are also pipetting products that start with deep cultivation"Cell count"with"Microfluidic chips"biofount. Let's take a look at the competing products of these independent brand manufacturers, let's talk about the suction tips first, and the suction tips are divided into general suction tips and special suction tips. After the epidemic has spawned the industry, there are no less than 200 manufacturers of general-purpose tips and no less than 15 special-purpose tips (only 2 before the epidemic). Coupled with the economic downturn and the impact of medical anti-corruption, the industry is at a historical trough. In order to survive after the epidemic, the competitive pressure between major manufacturers is rare in history, manufacturers have no money to make, and channel providers are of course difficult to make money.
For non-epidemic products such as culture plates and centrifuge tubes, the competition should not be so fierce!We have to see if there are any technical barriers to these productsThe answer is obviously,Nope
The machine is idle, and some other consumables must be produced, and for these bioconsumable manufacturers, the first thing that comes to mind is culture plates, culture flasks, centrifuge tubes, and cryogenic tubes. Everyone is smart, and as a result, all the smart people are together.
The original four or five yuan a piece of training board is sold for less than 3 yuan, how much profit margin does the manufacturer have, let alone the channel provider, why Corning is still quite moisturizing, because most of the technology and stability of domestic brands are still almost meaningless than Corning. Coupled with the influence of the brand, it is still difficult to grab the market at a low price in a short time. Dozens of manufacturers are grabbing the market with low prices, and profit margins have been compressed to almost close to those of traditional consumer goods. It can be imagined that it is transmitted to the channel business side, and there are still manufacturers doing direct sales.
3.Having said so many problems, in fact, everyone knows the problem, so we have to give some solution.
After talking about the problem of brand owners, let's mention dealers by the way: dealers are also divided into three types according to the business model: brand dealers, restocking channel dealers, and small bulk dealers. The best products rely on the authorization of major brands to enjoy certain advantages, but the inventory pressure, task pressure, profit margins are gradually lost. Dumping channel providers rely on domestic and foreign information differences to carry out wholesale sales, and they are also uncomfortable due to external competition and other factors. The most difficult thing is the small scattered dealers, the scientific research unit has blocked many people out of the door after the epidemic, what should this business do, it is too difficult.
In order to have an advantage, in fact, dealers also have to innovate. Sales innovation, business innovation, if you can't talk about innovation, but first you have to break through yourself.
In order to establish their own advantages, channel providers have to focus on customers and solve them through four points: "more, faster, better and more economical".
Let's say "more" first, basically what customers want, what dealers supply, this vast majority of dealers can do.
Let's talk about "fast", common consumables, reagents stocking, science and technology services involve a lot of low-frequency products, all of them are fast, it is too difficult, just get to the fast point.
"Good" and "provincial" have to be related, when it comes to good and provincial, domestic substitution is an unavoidable topic. What should dealers do?Or do case analysis with consumables: manufacturers have basically done a lot of research in opening new product lines, because to really open a product line, the investment is huge, and the general dealers do not have the ability to analyze the market or see the surface is not enough.
However, as a distributor, it is not difficult to find a company with characteristics of domestic consumables, and you have to talk about it if you find it, after all, this kind of enterprise is a scarce resource. Manufacturers and channels are interdependent, and most manufacturers want to find good channel providers. Whether it can be negotiated depends on the ability of each dealer.
Finally, let's talk about what kind of company is a good company with characteristics, and learn about it in a familiar field. I still use the field of consumables that I am good at as a case study.
For example:Plastic consumables: pipettes (tips, special tips, automated tips, dispensers);Centrifuge tubes (not very differentiated);Cell culture (petri dishes, culture plates, 3D culture plates, cell invasion chips, tissue wound culture chips, cell inserts, etc.);Cell counting (hemocytometer, Bole, Thermo Fisher Scientific and other types of automated cytometer);Cryopreservation tubes (cryogenic tubes of various specifications, cryogenic tubes);Biochips (single-cell sequencing chips, cell enrichment chips, gene chips, etc.);Membranes and filtration (experimental parafilm, NC transfer membrane, nanofiltration membrane, syringe filter, ultrafiltration centrifuge tube), etc. There are too many to illustrate, there are many in each market segment.
In the field of biomedicine, the volume is actually only conventional products, and the field we are in is still a sunrise industry, and it is also the only industry with a very low localization rate, and the market growth space is huge. We are glad that we are at the forefront of this industry, and we encourage everyone.