Perspective Zhang Ning.doc

 PAGE \* MERGEFORMAT 9 Perspective Zhang Ning In 2003, the Chinese pharmaceutical market as a dark horse, Zhang Ning rejuvenate wishful capsule, has been done so thoroughly rotten the kidney market, religious ties, tear a hole in one. The national market from the mid-year roll out, six months, the national sales (retail) break billion. However, its Koya Bo Yan, its death has suddenly Yan. In 2004, Zhang Ning sales rapidly decline into a medicine and health products life cycle is short of the cycle. We are here to analyze the success or failure of the experiences and lessons, hoping to give the industry some insights. 1. Zhang Ning Experience First half of 2003, Zhang Ning in Shaanxi to start the market and quickly became a hit across the country ‘Mongolia to send’ dealer promptly at the provincial level in the form of large packages divide up the Da-ning across the country market. From the second half of 2003 within a year, Zhang Ning rejuvenate Ruyi capsules sweeping than half of China, its sales in retail dollars, may be more than 500 million yuan. In 2001 years, the dim low, few success stories of medicine and health products on the market, Zhang Ning’s popularity is particularly prominent. Zhang Ning to win in the end relied on what is it? 1. Difference between first, and schemed OTC drugs, the success of health care products, planning the most critical. Platinum Planning tracked Zhang Ning from the public since the course of the entire operation, and a careful analysis of the avalanche of ads, we found that the success of Zhang Ning, first of all to plan’s success is the success of innovation and differentiation. Ruyi capsules rejuvenation was originally an ordinary variety, a number of pharmaceutical companies nationwide have this species. Trader by planning, the celebrities ‘Zhang Ning’ is registered as a trademark of rejuvenation Ruyi capsules so that the authority of experts, materialized on to specific drugs. We say that pharmaceutical marketi