【導(dǎo)讀】broadmarket;broadmarket. Projectdesign(Q1,2020). 1stinterimreport(mid-June03). Finalreport(Aug.03). Regionalcity. County. Town. Village. Class3hospital. Class2&below. Broadmarket. “OUTPATIENT”RxDRUGS. Easytouse. Relativelycheap. Examples. OTC. MatureNew. Rx. Sporanox/. Sibelium. Cipramil. Broadmarketdrugs. BROADMARKETDRUGS. Class3hospital. Percent. 191918. 19. 16. 24. 36. 39. 31. 202021. 666%. All4cities. Broad. market. represents. 94%of. demand. 100%=BnRMB. Shandong*Sichuan*. 33. 2. 12. 26. 15. 24. 24. 47. 38. 15. 28. 15. 7. 12. 1%. City. 100%=2162MnRMB. County. Town. Village. MotiliumGyno-. Daktarin. Sibelium**. Broadmarket. Percent. Otherchannelat. citylevel. GDPper. capita:. #of. county. 9,199. 32. 11,300. 18. 5,801. market. accounts(~RMB100~300. peryear)tocovertheirbroad. marketdrugexpense. (likeYantai),patientscan. savingsaccount. zero. nothaveinsurance. bythemselves. Insured. Self-pay. 3-5. 95-97. 20-30. 70-80. 10-15. 85-90. 1. 99. 0. 100. Source:Interview;focusgroup;McKinseyanalysis. SYMPTOMS. Source:Interview;McKinseyanalysis. Drivers

　　

【正文】 iDaShu) sales growth via aggressive coverage and promotion among the drugstores in the richer countis. So, this is definitely worth testing. Comments on the McKinsey Proposed Initiatives Distributor Drive We have expanded our distribution work to include almost 1,000 subdistributors in the last 3 years. We will try to test the sales impact if we invest more program and resources among them. Turbo CME We have started CME program among county hospital doctors. It would be interested to find out the sales contribution if we conduct the program among the barefoot doctors. XJP COULD ADOPT A THREEPHASED ACTION PLAN TO ESTABLISH AND MAINTAIN DOMINANT POSITION IN BROAD MARKET Source: McKinsey analysis ROUGH ESTIMATE Phase I: Capturing the broad market Phase II: Dominating the broad market Phase III: Strengthening and maintaining the dominant position Time frame Coverage 2020~2020 2020~2020 2020 and beyond 1/4 of all regions (about 80 regions with 500 counties) Cover county level (leveraging CME to reach town and below) 1/2 of all regions (about 170 regions covering 1,100 counties) Cover county and selected town level Nearly all regions (about 330 regions covering 2,050 counties) Cover at county and selected town level REVENUE FORECAST OF NATIONAL ROLLOUT RMB millions, at NTS price 2 , 5 6 02 , 9 0 2 3 , 1 9 23 , 6 5 04 , 1 3 44 , 6 0 05 , 0 5 75 , 4 8 36 , 1 4 16 , 8 7 77 , 7 0 38 , 6 2 89 , 6 6 33127901 , 2 0 61 , 6 3 12 , 3 6 83 , 1 4 33 , 7 5 54 , 6 2 35 , 4 6 86 , 1 2 46 , 8 5 92020 2020 2020 2020 2020 2020 2020 2020 2020 2020 2020 2020 2020 2,560 2,852 3,492 4,440 5,340 6,231 7,425 8,626 9,896 11,501 13,171 14,751 16,522 Additional sales from broad market initiatives at NTS price XJP BP sales at NTS price Total sales at NTS price McKinsey Estimate Assuming RollOut in 2020 Eye Opening Key Learnings ? Development of . clinics ? Lack of sensitivity of reimbursement in the broad market due to new . System ? Speed of retail drugstore development and influence in patient product choice ? Prescription spill over to the retail outlets Our Conclusions ? The potential of the broad market is once again confirmed by the McKinsey study ? The fast development of drugstores and the polarization of hospitals sales are aligned with our understanding ? Agree with McKinsey’s finding regarding our share loss in the broad market (especially among county level drugstores) to local petitors and generic products ? Testing the different proposal initiatives with dedicated resources and monitoring effort will enable us to focus on the key business drivers for future broad market expansion Our Proposed Action Steps ? Seek management approval for the broad market pilot test in 2020 ? Assume approval is obtained before Nov. 1, – Select internal candidate to be project leader – Form the project task force with marketing, sales and market research members – Recruit and train the broad market team – Kick off the plan by Feb. 1 after CNY Our Proposed Pilot Test D i s t r i b u t or T u r b o P h ar m ac yP u s h C M E C i t y C ou n t y C i t y P l u sS h an d on g C i t y 1 X X X XC i t y 2 X XC i t y 3 X XC i t y 4 X XC i t y 5 XC i t y 6 XS i c h u an C i t y 1 X X X XC i t y 2 X XC i t y 3 X XC i t y 4 X XC i t y 5 XC i t y 6 XH os p i t al S e e d i n gOur Proposed Pilot Test Schedule Management Approval Nov. 1, 03 Recruitment Nov. – Dec., 03 Training Jan., 04 Pretest survey Jan., 04 Pilot Test begins Feb., 04 1st Assessment (with 3 months data) June, 04 2nd Assessment (with 6 months data) Sept., 04 National Rollout Proposal MidSept., 04 Management Approval Nov. 1, 04 Required FTEs D i s t r i b u t or T u r b o P h ar m ac y T e s t M k t . T ot alP u s h C M E C i t y C ou n t y C i t y P l u s S u p e r vi s or F T E sN o. of C u s t om e r s / C i t y 10 12 1 5 0 0 1 8 0 0 8 10 12 162 4 c h a i n s +8 0 1 0 0 s t o r e sS h an d on g C i t y 1 1 1 1 2 C i t y 2 1 1 C i t y 3 1 1 C i t y 4 1 2 C i t y 5 1 1C i t y 6 1 1S i c h u an C i t y 1 1 1 1 2 C i t y 2 1 1 C i t y 3 1 1 C i t y 4 1 2 C i t y 5 1 1C i t y 6 1 1T ot al F i e l d F T E s 8 4 4 4 8 4 32H Q S u p p or t T e am L e ad e r : 1P r oj e c t A s s i s t an t : 134H os p i t al S e e d i n gRequired Funding Products to be supported by the Broad Market Test Initiatives Main Focus (in order of priority) ? Motilium ? GynoDaktarin ? Sibelium TagOns ? Pevisone ? Daktarin Potential Pilot Test Sales amp。 Opex Impact D i s t r i b u t i on P h ar m ac y T u r b o( R M B m i l l i on ) P u s h C i t y C ou n t y C i t y P l u s C M E T ot alX JP of p i l ot c i t i e s 8 4 4 4 4N T S / c i t y ( M c k . E s t ) R i s k A d j u s t m e n t 70% 70% 70% 70% 50%A d j u s t e d N T S / C i t y T ot al N T S C on t r i . C os t / C i t y * T ot al O p e x H os p i t al S e e d i n gHow to measure? ? Pre and Post survey to measure the change ? Monthly survey to monitor the change in customers attitude and sales off take ? Monthly report from sales reps. / supervisors / project leader for qualitative feedback ? Senior consumer research manager will be responsible for the tracking study