Who can win the rhinitis market?

The user base of 240 million, coupled with strong user pain points, has made rhinitis the latest traffic password for e -commerce. Behind it is a 100 billion market ignored. Who is the biggest winner in this market?

鼻 Do you know how many patients with rhinitis in China?

CCTV once disclosed a number, 240 million, which means that there are 1 patient with rhinitis in each 6 people.

Do you think that rhinitis spray consumed by rhinitis patients each year is far greater than oral medicine? The answer is wrong, oral medication is the king of rhinitis.

Due to the huge user foundation, as well as medicinal properties, and strong repurchase needs, rhinitis is becoming an e -commerce platform. After Moutai, the new traffic password is now. In the advertisements, rhinitis related drugs are frequently appeared.

Based on the per capita 400 yuan per year, 240 million people, this is a 100 billion yuan market segment.

So, behind this huge market, as the king of the single product, the chlorine of the single product, Esmin and Kerry, who is the king of the king?

New traffic password for e -commerce

E -commerce, especially local e -commerce, is turning rhinitis into a flow tool.

Recent Rhinitis advertisements, while Meituan bought medicines, found the flow password of rhinitis early.

"When changing seasons every year, rhinitis will be committed. Those who have no rhinitis are unimaginable. It is better to die, and it is drowsy every day." A ten -year rhinitis patient described it.

Rhinitis must use the characteristics of medication, repurchase rate, and tolerance. It is the core reason for local e -commerce to regard it as a treasure.

One is inevitable consumption.

CCTV pointed out in a report that the number of allergies in my country has reached 240 million, and the incidence is between 10%and 15%.

Once suffering from allergic rhinitis, it will cause the entire upper respiratory tract allergies, sneezing, runny nose, itchy nose, nasal stuffy nose, itchy eyes, conjunctiva congestion, and severe cough and asthma.

Moreover, allergic rhinitis is difficult to heal, and it is necessary to rely on drug treatment to cure.

The chief physician of the Dongzhimen Hospital of Beijing University of Traditional Chinese Medicine introduced: "Allergic rhinitis is difficult to cure itself, and patients will develop again when patients are exposed to allergies. It is believed that the treatment of rhinitis depends mainly on taking medicine, but it is necessary to adjust the lifestyle, go to bed early and get up early, actively exercise, adjust the temperature and humidity.

From this point of view, consumer purchase rhinitis is inevitable.

Second, stabilize the repurchase rate.

Rhinitis is difficult to cure, it is difficult to recur on it, and most people are allergic rhinitis. These allergies may be hair, dust, pollen, mites, and more substances. These natural allergens are unavoidable. So rhinitis will be repeated for a long time.

For many patients with rhinitis, each year of spring and autumn, rhinitis is stable for taking medicines. These two waves of consumption are extremely stable.

In addition, there are many patients, in order to prevent rhinitis, medication is used all year round.

Third, drug tolerance.

In addition to recurrence, clinical data shows that long -term use of anti -allergic rhinitis drugs will produce certain drug resistance, and only alternate medication can avoid this problem.

The chief physician of the Department of ENT Department of Henan Provincial Hospital of Traditional Chinese Medicine told Lu Yan business comments: "Western medicines of allergic rhinitis are really anti -drug, so you need to use it alternately. Immunity. "

In this way, for many e -commerce platforms, there has been an opportunity to expand the SKU, which can balance more drug resources.

Shorethe is the real king

There are many types of rhinitis drugs on the market. Divided from treatment methods, there are Chinese medicines and western medicines; dividing in use, there are two types of oral and spray. The spray drugs are more detailed, such as blood reduction, antihistamine, and hormone drugs.

The sales of Lu Yan's business comments from Meituan showed that Kerrytan and Stimin, which set as the main ingredients of deretth, occupy the first sales; Donil's hydrochloride tablets, Fushuliang's propyticate fluchinicate, and Neusashnate of Niusalonamonamon.

JD.com's data is basically the same as Meituan's data.

This set of data directly reflects two problems: First, the antivate amines with relatively stable medicinal properties are higher than that of hormone drugs; second, oral drugs are more popular with consumers than spray. Among them, clothery must be the absolute king.

The product is not popular, and the reputation of consumers is the key. Why does deretthe be the king of many medicines? To this end, Lu Yan Business Review visited 20 patients with allergic rhinitis and visited 6 pharmacies offline.

Among them, the most representative answer is: "Western medicine is effective, even if I know it has side effects." For the pain of patients with rhinitis, the efficacy is really important.

The staff of Beijing Tiantian Good Pharmacy Yuanda Road store said: "Many people are orally and sprayed with treatment, but everyone uses chlorine. If you eat mild rhinitis for a few days, it will be effective." At the same time, in Baidu, in Baidu, in Baidu, in Baidu, in Baidu, in Baidu, in Baidu, in Baidu, in Baidu On the prescription prescribed by the doctor online, the first place in the medication was also decentralized. Why should chlorralea be recommended by pharmacies and doctors?

According to a knowledge science popularization named "Uncle Liu Jian" on station B, the deretthe is definitely a second -generation H1 receptor blocker, and there is almost no central sedative effect. In simple terms, it is not sleepy. The first -generation H1 receptor blocker, like Sitlizine, has a slight central sedative effect. From this point of view, whether it is medicine and side effects, deretth has a more drug advantage.

Kerry Tama and Stin, who is the big winner

The main ingredients are decentralized rhinitis in the Chinese market. It is due to the development of the brand's allergic rhinitis market.

So, among many drugs with this as the main ingredient, is it the "Hulk" Kerry Tan deeply rooted in the hearts of the people, or is the "Red Warrior" Esmin skills high? This may start from the past and present life of the two kings.

The first stage: the "Red Warrior" family.

Public information shows that Stimin's Chinese producer is Xi'an Yangsen Company, which actually belongs to Johnson & Johnson. In 1989, he entered the Chinese market and laid the starting position set in the Chinese market in the Chinese market. At this time, Kerrytan's development was less than a year.

Although Kerry was listed in China in 1993, it did not stir too much. Many post -80s patients with rhinitis said that they heard more brands in childhood as Cymmin. Before 2005, Stimin occupied the leading position of anti -rhinitis drugs in the minds of consumers.

The second stage: "Hulk" replaced.

As Kerry's OTC was allowed to enter the market and strategies, the share in China's anti -allergy market was changed.

Kerry's original producer was Shanghai Xianlingya Company, but after being acquired by Germany Bayer in 2004, it became its subsidiary product, and was allowed to enter the OTC market in 2005. The period of Kerry's exertion was from 2006 to 2009. Public data showed that in 2009 alone, Kiritan's investment in television advertising had exceeded 210 million yuan. According to the data of 39 Health Network, Stimi has occupied 1/4 market share in 2009, and once became the new brother of the anti -allergy market.

In the past two years, Kerrytan has a good sales performance. According to data from WPOS's large health data monitoring system on the entire online e -commerce company, on the Tmall and Jingdong platform in January this year, the first ranking was Kairitan, accounting for 19.2%of the market share; and Stimin ranked only the sixth place in the sixth place. Essence

The third stage: the recovery and catching up of "Red Warrior".

Esmin was replaced by Kerry, and it started to start with the drug toxic crisis it experienced in 2004. At that time, the Shanghai "Oriental Morning Post" quoted the public report of the China Medical Tribunal in 1999, stating: "Due to the safety of Stimin, especially when it is used with other antibiotics, it will cause adverse reactions to the heart to adversely react to the heart. It affects clinical applications. "For a while, Esmin was pointed out by thousands of husbands, and the market share fell sharply. Subsequently, a spokesman for Xi'an Yangsen Company publicly stated: "The company decided to automatically recycle interest from the market." This is also the situation that Kiruitan later became the upper hand.

But the "Phoenix" did not make his status. After adjustment, Ximin, through the development of the development of integrated marketing and digital marketing, not only accurately drain online, but also vigorously develop channels and cooperate with offline pharmacies and online e -commerce platforms. Essence Therefore, in the recent ranking of the anti -allergic drug TOP in Meituan, only the situation in which Xi Simin and Kerry were tied.

Can I really divide the victory and defeat of one party in the game of Esmin and Kairotan?

The answer is not sure. In the traditional economy era, the large investment in brand advertising can bring the rapid growth of sales, but in the Internet era, traffic does not depend on the absolute investment. continue.

In addition, Lu Yan Business Review found that in the store page of Meituan's self -operated large pharmacy, the highest sales of drugs were only 5.6 yuan a box of kernels. Break through thousands of orders. The latter ranking is a branic acid Mimi pine spray, a perpalidine hydrochloride, and Xitelizine tablets.

From the perspective of sales, domestic clothere is scheduled to enter the anti -rhinitis drug market at a lower price.

But in terms of medicinal effects, does domestic chloride must achieve the effect of foreign -funded brands? The chief physician of the Department of ENT Department of Henan Provincial Hospital of Traditional Chinese Medicine said: "The effect is the same! Just produce it."

In the future, can there be a drama that can also be staged on the decentralized and rhinitis drugs of decentors and rhinitis? let us wait and see.

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