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          Chinese name: Xiu Xiu Your graduation institution: Jilin University Xiu Xiu, full ... [Details]
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          Market innovation Your current location : Home > R & D > Market Innovation

          Revising the pharmaceutical industry: continuous development in continuous innovation

          Time: 2011-04-14 Source: First Marketing Network Author: reprint

          Ten years ago, Revised Pharmaceuticals was a small pharmaceutical factory on the verge of closure, with fixed assets of more than 200,000 yuan and liabilities of more than 4 million yuan. In the past 10 years, the company has "smashed pots to sell iron to buy equipment and devote all its resources to R & D", and has continued to grow in improvement 10 years later, the revised pharmaceutical industry has ranked 7th in the comprehensive ranking of national pharmaceutical companies, with fixed assets reaching 2.07 billion yuan.


          Entering the factory building of Correction Pharmaceuticals, it is difficult to imagine that its predecessor would be a dilapidated small pharmaceutical factory. The two rows of small bungalows and crumbling gates of that year have left a deep impression on veteran workers. "At that time, the factory had not been paid for 10 months."


          In 1995, Xiu Xiui, then the captain of the facilities brigade of the traffic police detachment of Tonghua City, Jilin Province, ignored the opposition of his family. When the years passed, he was burdened by the director of the pharmaceutical factory of the Tonghua Pharmaceutical Industry Research Institute.


          "At the time, I had a 'presidency speech' in the workshop. I said that I was a layman, but everyone was an insider. I came to rely on you to mobilize your enthusiasm, to give what you can give, to rely on ourselves, Do things according to the market rules, as long as everyone is twisted into a rope, this company will be able to do a good job. "Recalling the scene at the time, Xiu Gui is still excited," I have given you the bottom, since we are here, we will be with you Do it all together. "


          Then, the first thing he did was to reduce the monthly salary of all cadres, including himself, to 200 yuan. The salary was tilted to front-line workers, and the enthusiasm of the workers was quickly mobilized.


          At that time, there were only 6 small varieties to choose from in the factory. Only the "Tianma Pill" had a high market recognition, and the development cycle of new products was very long.


          Therefore, the pharmaceutical company first changed the packaging box to red to make it more beautiful and easy to identify. Then, in response to the fact that some brands of "Tianma Pills" on the market have been cut corners and have low efficacy, pharmaceutical companies provide sufficient raw materials to ensure quality. When nearly 8,000 pieces are sold, relying on the good reputation of "Tianma Pills", they produce The red box "Tamama Maru" soon opened the market, and dealers' cars lined up in the factory. In just half a year, Tianma Pill has become a national best-selling product. At the end of the year, the financial losses in the first half of the year were “filled in”. The bank's loan of more than 4 million yuan was fully paid off, and profits and taxes of 120,000 yuan were realized. According to the payment, the wages owed in the previous 10 months were also made up. Until now, when buying "Tianma Pills", people have put special emphasis on "requiring red boxes".


          "At the time, I realized that a company seems to be in a lot of difficulties. In fact, the opportunities are endless. As long as it can be continuously improved, it will be successful." Xiu Gui concluded afterwards, and amended the first step in the leapfrog development of the pharmaceutical industry At the stage, he made several improvements to the pharmaceutical factory: first, from "attracting consumers to prices" to "attracting consumers by quality"; second, from "personal management" to "institutional management"; and third, by "Win the market by publicity" is improved to "win the market by quality and service".


          Second venture


          As far as Xiu Gui is concerned, "correction" means more than "changing a name for a surname". Since then, the company has started the second stage of entrepreneurial growth.


          In Xiugui's view, continuous "revisions" are the way to win the group. "There are amendments to the law and corrections to the mathematics. Even missile launches have correction systems, which shows that amendments are everywhere."


          In October 1998, the pharmaceutical factory of Tonghua Pharmaceutical Industry Research Institute was renamed Jilin Conway Pharmaceutical Group Co., Ltd. The company's name has changed, but the purpose of "repairing the original and benefiting the common people" has not changed, and the "corrective power" still plays an irreplaceable role here.


          In 1997, when Xiu Gui applied for trademark registration, he found that the "Conway" trademark had been registered by a pharmaceutical company. After many negotiations, until 2000, when Xiu Gui hoped to invest 50 million yuan to acquire the "Conway" trademark, the other party still refused to make concessions. At that time, the Conway brand already had a high reputation in the pharmaceutical market. Abandoning it was equivalent to giving up intangible assets worth hundreds of millions of yuan. The reality pushed Xiugui to a dilemma where decisions must be made.


          "In those days, I often locked myself in the office and meditated and asked myself what to do? Until one day, the word 'correct' came into my view." Xiu Guigui said that the reason why the pharmaceutical factory can develop to this day Isn't there a correction that works? Tracing back to their roots, the Chinese have been emphasizing "cultivation" and "rectification" for a long time. From the Confucian "self-cultivation and self-reliance" to the traditional Chinese medicine "repair of the original", they are emphasizing correction to make things closer to perfection.


          "The name of a pharmaceutical company using" revision "is, however, because it reflects the essence of the traditional Chinese medicine for thousands of years and the spirit of the company's never-ending pursuit of truth." In the interview, a vice president of the revision pharmaceutical industry commented Say.


          But at that time, it was not easy to change the name of "Conway" to "correction", and the resistance mainly came from employees inside the company. They think that although the name is good, it is a pity to just give up a brand worth hundreds of millions of dollars. , Still repair your expensive film, "change" --- but to add a line of small words after the new trademark: the original Jilin Conway Pharmaceutical Co., Ltd. It turns out that after only three months, the popularity of the "correction" reached the level of "Conway".


          However, as far as Xiu Gui is concerned, "correction" means more than "changing a name for a surname". In May 2000, after the name was changed from Conway Pharmaceutical Group to Amend Pharmaceutical Group, the company began its second phase of entrepreneurial growth. At this stage, in response to the problems arising from the rapid growth of the company, the group's decision-making layer made timely improvements: First, to avoid "blind diversification" and focus on the construction of professional industrial groups based on specialization; The company's primary marketing shifts to brand operation at a higher stage of enterprise development; the third is to change from supply-oriented sales that meet the original market to the technological innovation that discovers and creates the market; the fourth is to shift from extensive management to intensive management.


          At this point, Xiu Gui's dialectical thinking of the management theory system has gradually become clear. He tirelessly spreads the meaning and concept of "revision" to employees, talks about the importance of improving the brand, and changes his theory from "theory to A solid step has been taken in practice.


          Talent Strategy


          From "introducing a large number of talents" to "cultivating talents on its own", Amend Pharmaceuticals has established an independent innovation industry-university-research institute.


          In Xiu Gui's opinion, "correction" must first be reflected in talents. Without talents, don't even think about doing anything. When he first arrived at the pharmaceutical factory in 1995, there were more than 30 cadres in the factory with 50 to 60 employees. "This kind of talent structure is obviously unreasonable."


          In the following years, Amendment Pharmaceuticals introduced a large number of talents from the outside. At present, the Group's technology center has imported more than 300 professional and technical personnel from home and abroad. Among them, more than 90% have a college degree or above, and technical experts account for more. 15%. The Enterprise Technology Center employs 36 visiting experts, including 2 members of the Chinese Academy of Sciences, 8 doctoral supervisors, and 3 foreign experts.


          Talent has brought huge benefits to the correction industry. In 1996, the group hired a senior medical expert and purchased advanced equipment under the condition of tight funds. Finally, the old expert studied the half-life "Taihe Shenggan" capsules and put it into production. The output value was 3700 that year. Ten thousand yuan. Then, the results of painstaking research by dozens of doctors and medical experts were launched—the “Sdashu” capsule, a good medicine for stomach diseases.


          In 2001, with the assistance of a well-known medical professor in China, Amendment Group successfully developed a new class of traditional Chinese medicine, "thrombin," for the treatment of cardiovascular diseases. In vitro anticoagulation experiments showed that its efficacy is better than the current market The commonly used antithrombotic drugs are many times higher.


          In May 2006, the Ministry of Personnel officially approved the amendment of the Pharmaceutical Group to establish a post-doctoral research station. "This is the first post-doctoral scientific research workstation established by a domestic pharmaceutical company. Its establishment is of great significance for the development of the enterprise, and it marks that the revised pharmaceutical group has entered a new stage of independent innovation." Xiu Guigui gave the establishment of the workstation very sure.


          The further growth of the group laid the foundation for its subsequent talent strategy. From the past "introduction of large numbers of talents" to "cultivating talents on its own", the focus is on cultivating the learning and practical capabilities of talents at all levels, and focusing on improving the innovation capabilities of talents at all levels. It turns out that this change has inspired employees to be more motivated and creative than ever before.


          Quality first


          From the perspective of repair, pharmaceuticals are different from other commodities. They have stricter requirements in the production, operation, and management links, and these links must be "corrected" at all times.


          According to an enterprise employee, national standards for drug input have upper and lower limits. The difference between the upper and lower limits is 10%. The product is qualified regardless of the upper or lower limit. However, the key precious medicinal materials in the drug differ by 10%. It means a huge cost difference, the amendment insists on feeding according to the upper limit, and the internal control standard is always higher than the national standard.


          In June 2000, the group's quality assurance department found that although a batch of capsules met national standards, but were lower than internal control standards, they decided to destroy them on the spot. "74 million tablets, worth 960,000 yuan, pay the price in good faith, worth!" Xiu Gui said afterwards.


          Modifying the standards given to yourself is not just reflected in the materials used. According to a technical expert, here, the air blowing into the workshop must be triple-filtered and the purification level exceeds 100,000, which means that the revised sanitary standard is twice as high as the national standard.


          "In the amendment, employees change clothes and sterilize up to 16 times a day. The water used for cleaning equipment is even purer than pure water." The expert said that the amendment adopted the "full quality control" management mode, and all products must pass 77 Quality inspection.


          The cleaning standard of the extraction workshop is also extremely strict, strict to every subtle operation process: from the proportion of disinfectant to the order of cleaning, and then to the interval time of each process. A workshop technician said humorously, "The floor drain in our workshop is cleaner than the lunch box."


          In order to ensure the authenticity of the products, the Group also experienced several “corrections”. In October 1997, there was a mildew in the outer packaging of a group of "Taihe Shenggan" due to a leak in the warehouse. Xiu Gui heard the news and immediately decided not to leave one. Some people suggest that you can change the packaging and leave the factory without affecting the quality of the medicine. Xiu Xungui said that if this is done, although consumers will not know it, I feel sorry for my conscience, let alone honesty. Later, he asked the Tonghua Medical Bureau to supervise and destroy the "Taihe Shenggan" worth 1.79 million yuan on the spot. Once, a batch of Chaihu worth more than 200,000 yuan was brought in from Luzhou. After inspection, the quality did not meet the standard. The customer proposed to reduce the price by half. Resistance, resolutely return.


          "Starcom" can become a well-known brand in the sales of gastric medicine in China, and it is inseparable from the employees of the group marketing company to efficiently modify the operation according to market changes. For business operations, Xiu Guigui once put forward the business principle of "the essence of marketing is truly satisfying consumers." He proposed to attack from all aspects of market product analysis, advertising strategy, terminal strategy, and service strategy. Innovative management. " Now, his ideas have taken root in the minds of every employee who revises.


          "The experience and lessons of many companies have made me deeply understand the meaning of" channel is king. "Therefore, we revised the order of customary production, supply, and sales to sales, production, and supply." Xiu Guigui said.


          Improvements in marketing enabled the group to quickly set up 30 provincial branches, 350 prefecture-level offices across the country, and work stations in each county. At present, a three-tier marketing network covering the whole country has been established, and more than 7,900 marketing employees serve all levels of channels.


          Continuous improvement has won many reputations for the correction group.


          On March 18, 2002, Amendment Group won the ISO14001 environmental management system domestic and international certifications, becoming the first of many pharmaceutical companies in Jilin Province to receive this award, which means that Amendment Pharmaceuticals has a gateway to international Green Pass for the market. Mr. Brown, Mayor of Oakland, United States, once entrusted Chinese pharmaceutical authority to introduce the strong, high quality, and trustworthy pharmaceutical companies in China and the pharmaceutical sector in California. After a long period of screening, Amend Pharmaceutical Group was selected to amend the pharmaceutical industry. The group became the first company in California to cooperate in the field of Chinese medicine and traditional Chinese medicine.


          Innovation


          In the research of high-tech pharmaceuticals, Amend Pharmaceutical has achieved a generation of production, a generation of research and development, and a generation of reserves.


          Amendment Pharmaceuticals has realized in practice that every small advance in science and technology may bring a big step for the take-off of enterprises.


          Indeed, in research investment, the correction pharmaceutical industry is never hesitant.


          In 2000, the Amendment Group invested 40 million yuan to develop the national second-class new drug "Geping", which made China's antihypertensive treatment drugs synchronized with developed countries and reached advanced levels.


          In 2001, the Amendment Group invested heavily in establishing a "new drug research and development center". Currently, it has hundreds of products with independent intellectual property rights. It formulates and implements near-, mid- and long-term research and development plans, and employs more than 30 well-known domestic and foreign medical experts and researchers The personnel specialize in high-tech pharmaceutical research, to produce a generation, research and development, and reserve a generation.


          In February 2001, Amendment Group was identified as a "National High-tech Enterprise of the Torch Program" by the Ministry of Science and Technology. At present, Amendment Group has developed two new drugs of the first class, four new drugs of the second class, and four new drugs of the third class, with a total investment of nearly 100 million yuan. Among the 17 leading products, some are protected by the national traditional Chinese medicines, some have won the gold medal of Chinese famous products, and some have been awarded the national excellent new products or well-known pharmaceutical products.


          In December 2005, the Chinese Medicine Preparation Laboratory of Amended Pharmaceutical Technology Center passed the national secondary laboratory certification for the first time in the national business community. This indicates that the amendment pharmaceutical industry has taken the lead in Chinese medicine companies in the field of Chinese medicine product research.


          Modified pharmaceuticals rely on technology and innovation to ensure product quality and efficacy. The figures show that from 2000 to 2005, the amended pharmaceutical industry spent more than 1 billion yuan on technological innovation, accounting for 8.9% of total sales.


          In revising, innovation is much more than that. An old employee introduced to the reporter that the Correction Pharmaceutical Technology Center has more than 10 projects on the improvement and innovation of the “Starshu” production process each year; the operation skills of the “Starshu” production technicians are competed no less than 4 times a year; The investment in R & D and technological innovation of "Starshu" is no less than 10 million yuan.


          10 years of continuous independent innovation has enabled the amendment pharmaceutical industry to build a large-scale modern pharmaceutical enterprise integrating centralized medicine, chemical medicine, biological medicine research, production, chain management, standardized cultivation of traditional Chinese medicine, sika deer breeding, and product deep processing. The development pattern of the center, six raw material bases, eight preparation bases, and ten sales platforms.


          In the 10 years since its establishment, the cumulative profits and taxes of the revised pharmaceutical industry have reached 2.741 billion yuan.


          "Our development philosophy is to develop for 10 years and amend for 10 years. To be a 100 million yuan enterprise, we must survive first and develop second; as a 1 billion yuan enterprise, we must operate steadily and sustainably; and 10 billion yuan An enterprise that grows must be revised and revised as it grows. "Xiu Xiugui told reporters that the development of the revised pharmaceutical industry must rely on strategy to enlarge, strengthen details, and rely on culture for a long time.

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