前几年逾百元一支的猫三联疫苗最低已杀到10元档，兽药企业该如何突围？

Core Viewpoint - The Asian Pet Expo reflects the rapid growth of the domestic animal health industry, which is facing challenges such as price wars and product homogenization, while innovative pet pharmaceuticals are emerging as a new growth engine [1][2][4] Industry Overview - The Chinese animal health industry has grown to nearly 70 billion yuan, with sales increasing from 50.4 billion yuan in 2019 to 69.7 billion yuan in 2023, representing a compound annual growth rate of 8.4% [1] - However, market growth has slowed due to intensified competition, leading to declining profit margins and a situation where revenue increases do not translate into profit growth [1][4] Product Homogenization and Price Wars - The market for cat trivalent vaccines has seen significant competition, with over twenty domestic manufacturers entering the market, leading to prices dropping to as low as 10 yuan per dose [2] - The price of imported vaccines has also decreased, with promotional packages for the previously dominant product dropping to around 50 yuan per dose [2] Strategic Shifts in Companies - Companies like Haizheng Animal Health are shifting focus towards higher-margin pet pharmaceuticals, anticipating that sales from pet medications will exceed 50% by 2025 [6][7] - The company is prioritizing innovation in drug development, particularly in the pet health sector, as the market for generic drugs becomes saturated [6][8] Innovation in Pet Pharmaceuticals - There has been a notable increase in the approval of new veterinary drugs, with three new veterinary drug certificates issued in the first quarter of 2025 alone [7] - The development of mRNA vaccines for pets is gaining momentum, with several companies receiving clinical trial approvals for innovative vaccines [7][8] Market Dynamics and Future Outlook - The traditional correlation between the profitability of the animal health industry and the pig farming sector is weakening, with leading pig farming companies reporting significant profit increases while many animal health companies face declining performance [5][6] - The industry is experiencing a "Matthew Effect," where stronger companies are growing larger while weaker ones are being eliminated from the market [4][6]