从“ 招鲜”到“武器库” 振东制药：以创业创新实现药企的“新陈代谢”

Core Viewpoint - The pharmaceutical industry in China is facing a collective crisis, with companies like Zhendong Pharmaceutical needing to adapt and innovate to survive in a changing market landscape [1] Company Overview - Zhendong Pharmaceutical, established in 1995, has evolved from a traditional Chinese medicine company to a comprehensive pharmaceutical enterprise, engaging in various stages from cultivation to sales [2] - The company became the first in Shanxi Province to list on the Shenzhen Stock Exchange's Growth Enterprise Market in January 2011, marking a significant milestone in its growth trajectory [2] Historical Performance - The company's flagship product, "Yanshu Injection," generated nearly 300 million yuan in revenue in 2007, accounting for over 80% of total revenue [2] - By 2016, this product still contributed approximately 700 million yuan, representing 21% of the company's total revenue [2] Challenges Faced - The expiration of patents in 2017 and stricter regulations on auxiliary drugs significantly reduced the market space for Zhendong's traditional products, marking a turning point for the company [3] - The company's annual report for 2024 indicated that the decline in performance was partly due to price reductions from centralized procurement policies [4] Strategic Responses - Zhendong Pharmaceutical acquired Kangyuan Pharmaceutical in 2016, enhancing its portfolio with OTC products and creating synergies with existing offerings [3] - The company has shifted its focus from traditional marketing to a new consumer-oriented approach, establishing a four-pronged marketing system that includes clinical, OTC, grassroots, and e-commerce channels [6] Innovation and R&D - The company has increased its R&D investment to 351 million yuan in 2024, maintaining a commitment to keep R&D spending above 10% of revenue [8] - Zhendong is actively developing multiple innovative drug pipelines, including a new generation of live biotherapeutics for bacterial vaginosis treatment, expected to be submitted for approval in 2025 [8] Future Outlook - The transition from relying on a single product to building a diverse product portfolio is seen as a sign of maturity and stability for Zhendong Pharmaceutical [9]