【正文】 China by the name of Aw Chu Kin left China and established a medicine shop in British colonial Rangoon, Berma (now Yangoon, Myanmar) in the late 187039。 ? Claims: 宣傳語 –Great For Arthritis 對關節(jié)炎很好 –Begins to Work on Contact 作用快 –Goes On Icy to Dull The Pain 見冰消痛 –Activates To Hot For Perating Warmth To Relax The Pain Away. 見熱除痛 ? Icy Hot spent $18 million last year and generated almost $100 M in sales去年市場投入1800萬美元實現(xiàn)銷售 1億美元 中管網(wǎng)制造業(yè)頻道 Icy Hot is endorsed by Shaq, one of the most famous basketball players in the US大鯊魚代言 中管網(wǎng)制造業(yè)頻道 While Shaq appeals largely to a men, Icy Hot is also endorsed by Mia Hamm as a way to reach women另有女性明星 Mia Hamm 代言 Insert picture of Mia Hamm Insert picture of Mia Hamm 中管網(wǎng)制造業(yè)頻道 Developments of new formulations of Icy Hot新制劑的開發(fā) ? The OTC topical analgesic market has seen some recent excitement with the introduction of new ways of using and applying the same old medicine 新制劑和給藥途徑刺激了市場 ? Sleeve methods of delivering these counterirritants have sparked a renewed interest with consumers 護套給藥方法減輕了局部刺激并喚起一些消費者的興趣 ? IcyHot has spent millions in marketing and endorsements on their IcyHot Sleeve 中管網(wǎng)制造業(yè)頻道 Icy Hot Customer Opinion 消費者對“冰熱”的評價 ? Pro ? Fast acting pain relief 快速起效??????????? ? Inexpensive ? 便宜 ? No side effects ? 無副反應 ? Is not greasy不油膩 ? Con ? Strong, bad smell ?? ???????? 感覺強烈，不好的氣味 ? Only temporary relief??只是暫時的減輕 ? Effect is only minor/Not Effective?? 作用效果有限 ? Can burn 燒燙 ? Causes pain in other areas quickly 在其它部位很快致痛 ? Expensive 價格貴 Overall rating: Reviewed by 33 customers Source: 中管網(wǎng)制造業(yè)頻道 ThermaCare ? As was the case for Icy Hot, ThermaCare has also developed some interesting delivery systems. 開發(fā)了一些有趣的給藥系統(tǒng) ? The OTC topical analgesic market has seen some recent excitement with the introduction of new ways of using and applying the same old medicine. 給的給藥方式刺激了市場 ? New to the topical analgesic market, the patch sleeve methods of delivering these counterirritants have sparked a renewed interest with consumers. ? These two methods of applying OTC topical treatments are not a new treatment, just a new way of delivering an old treatment. ? Procter amp。 however, the balm does not spread nearly as well as the tubes of cream. Dorothy H I tried all the patch style medications for pain amp。 Menthol amp。 中管網(wǎng)制造業(yè)頻道 Review of the Topical Analgesics in the US 美國外用止痛藥市場 Carl Jaramillo 卡爾 中管網(wǎng)制造業(yè)頻道 Market Overview ? Market Overview 一般情況 ? Major “NonNatural Product” OTC Brands主要 OTC品牌 ? Direct Natural Product Competitors: 主要天然產(chǎn)品競爭對手 –Tiger Balm Case: Early Disappointment, Later Success 虎牌早期不滿意后來較成功的案例 –Capsasin Brands Case: Early Success, Later Disappointment 開普莎早期成功，后期不滿意 –O24 Case: Failure O24 的失敗案例 –ALCiS Case ? Conclusion 結(jié)論 中管網(wǎng)制造業(yè)頻道 Market Overview ? Market Overview ? Major NonNatural Product OTC Brands ? Direct Natural Product Competitors: –Tiger Balm Case: Early Disappointment, Later Success –Capsasin Brands Case: Early Success, Later Disappointment –O24 Case: Failure –ALCiS Case ? Conclusion 中管網(wǎng)制造業(yè)頻道 While the overall OTC and RX pain medication market bined is huge… 鎮(zhèn)痛藥的處方藥與 OTC 整體市場很大 ? In 2020, the TOTAL OTC and RX market for pain products was $12 billion： 03年 120億美元 ? By some measures, the US pain market alone is larger than the entire Chinese pharmaceutical market in 2020 Source: 中管網(wǎng)制造業(yè)頻道 …the market for topical OTC is only $500 M $700 M 外用 OTC藥 57億美元 ? However, sales of OTC topical analgesics are estimated to be only $500 $700 million ? Prescription products, such as opioids and “NSAIDs” such as COX2 inhibitors constitute most of the market. 口服的解熱鎮(zhèn)痛藥如非甾抗炎藥絕對為主 –The market for COX2?s alone (such as Vioxx and Celebrex) exceeds $5,000,000,000 (RMB 40,000,000,000). 僅環(huán)氧化酶 2抑制劑藥 50億美元 Source: 中管網(wǎng)制造業(yè)頻道 However there is an opportunity for OTC products as the reputation of COX2s suffers 由于環(huán)氧化酶 2的聲譽正在降低， OTC產(chǎn)品仍有機會 ? Recent recalls of these prescription medications bined with Qizheng?s efficaciousness in treating pain sufferers may increase the market opportunity. ? Much of that estimated prescription pain reliever marketplace might be susceptible to peration by OTC products, such as that of Qizheng39。s. Source: Swiss Medica 2020 Annual Report 中管網(wǎng)制造業(yè)頻道 In addition, the OTC analgesic market is fragmented, there are