Drug retailing has strong anti-risk ability The unexpected economic crisis has shrouded the world, and all walks of life are in danger. Even the Chinese pharmaceutical retail industry, which the public agrees can be independent, is also very popular. Indeed, the advent of the economic crisis will bring obvious disadvantages to the market growth and development of China's pharmaceutical retail industry: First, the SMEs in major cities will fail, the economic downturn will cause unemployment to rise, and migrant workers will leave to find no Going to work place to return to their hometown, and they are one of the main groups of pharmacy consumption; second, the white-collar workers and gold-collar workers who had previously earned high incomes due to the decline in corporate profits and the shrinking value of their assets (stocks, real estate, etc.) The ability will no longer remain high, and precious herbs and health products will lack the support of these people. In short, under the cover of the nest, the recession of the economic background will affect every industry. At the juncture of the crisis, many of the more than 1,000 chain companies in China's pharmaceutical retail industry have begun to rush to the hospital, and have tried various marketing methods to resolve the impact of the economic crisis may or may have caused the decline in sales. Some pharmacies simply closed down, exited the industry, and found another way out; some pharmacies cleared the sale and cleared the stock as soon as possible. In the era of cash is king, there is food in the hands, and the heart is not panic; some pharmacies cover up and reduce prices. I hope to use the price cut to attract passengers and increase sales; some pharmacies have introduced membership system, which is to give consumers a profit in disguise... Although the economic crisis has an impact on all walks of life, relatively speaking, the impact on the pharmaceutical industry will not be great, because medicine and health are rigid demands, the economic crisis will not let patients not take medicine, and will not make the demand for medicines cut back. On the contrary, due to the economic crisis, the number of people whose health is damaged will be more than that of the economy. The demand for certain drugs will not increase, such as antidepressants, antineoplastic drugs, cardiovascular and cerebrovascular drugs. Moreover, the advent of the economic crisis has caused the government to lower the deposit reserve ratio and lower the deposit and loan interest rate in order to stimulate the economy. This is a good thing for chain pharmacies that are nervous but want to expand. Because the cost of capital is reduced, the financial costs of enterprises can be greatly reduced. . As a sub-sector of the pharmaceutical industry, the impact of the pharmaceutical retail industry will be even smaller, because no one will deny that in the economic crisis, the retail industry is also one of the industries with strong anti-risk ability, the characteristics of medicines and retails are superimposed, we Naturally, you can be much more open-minded. If in the economic crisis, pharmacy operators have any attention in marketing, objectively analyze the industry's resistance to the crisis, find out the two sides of one thing, see the "machine" in the "risk", and strengthen the industry. Confidence with the company is more important. I believe that these analyses will have some inspiration for the pharmacies that are still very upset. Four points of marketing should be paid attention to Of course, when it comes to marketing itself, there are indeed a lot of points that should be taken seriously by pharmacy operators. Going forward, price cuts are not a means of marketing. There are countless heroes in the north and south of the river for the price. In particular, after the turbulent tide of the past, it has caused a large number of pharmacies to follow suit, as if price war is the way out for pharmacies, price cuts are a more important means of attracting consumers. In fact, consumers are diverse, their characteristics are different, so the needs are different, and the sensitivity to price is completely different. Some consumers need convenience, some consumers need fashion, some consumers need service, and only some consumers are relatively price sensitive, so there is no need to take price reduction measures for anyone at any time. Second, marketing needs to be positioned. Many pharmacies don't know what kind of marketing method to use, and the marketing reason for which people are marketing is that there is no marketing orientation, that is, there is no clear positioning of pharmacies. If you have planning and direction, choose the target group, and design the value of the pharmacy, you can be targeted. Watsons is such a retail company, its target group is women aged 18 to 35, its value is healthy and happy. It gave up most of the crowd, it did not take the price advantage as its starting point, so basically did not take any large-scale price reduction measures to obtain a growing sales and generous returns. Third, marketing needs to build a brand service. In the Chinese pharmaceutical industry, many companies in the pharmaceutical manufacturing sub-sector have learned brand marketing, using more than ten years to establish well-known brands, bringing a premium and broad market space for their products. In the pharmaceutical retail sub-sector, few pharmacies are marketing for the brand. Most pharmacies are eager for quick success, hoping that marketing will be immediate and immediately improve performance. In fact, the role of marketing should be more reflected in the branding. Only by constantly adding value to the brand value will it still stand up when the economic crisis comes. Brand pharmacies will stand out in the crisis and defeat those who have no brand value and "Cihu Pharmacy" for customer recognition. Fourth, marketing needs innovation. There are so many marketing tools, and there are many tools, methods and tools in Philip Kotler's marketing textbooks. Our pharmacies seem to have not studied the marketing books well, as if they only know imitation, follow-up and repetition. The innovation of pharmaceutical industry enterprises mainly lies in research and development, and the innovation of pharmaceutical retail enterprises needs to work hard in marketing. Membership marketing is more than just issuing cards, price reduction promotions, not just discounts, and old-fashioned marketing methods can have new ideas. And innovative marketing tools such as knowledge marketing, green marketing, cultural marketing, database marketing, and structural marketing, we can all try one by one to produce differentiated effects, both to establish brands and generate benefits. One marketing guru said: Marketing is an art. Under this assumption, our pharmacy operators should be artists. The reason why artists can become artists is that they all have their own judgments, their own thoughts, and their own styles. I hope that our pharmacy operators will not be intimidated by the economic crisis. Don't worry about the fact that there is no chance of survival. Don't even look at the blind, blind people, but should be positioned in marketing, be brave in innovation, continue to build brands and improve performance. Take your own marketing path and let others envy! 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