36氪精选：流感高峰将至，谁在买200元/盒的流感药

Core Viewpoint - The article discusses the significant increase in demand for flu medications in China, particularly due to an early flu season in 2025, and highlights the emergence of new domestic flu drugs that are changing the market landscape [6][9][13]. Flu Season and Demand Surge - The flu season in 2025 has started nearly a month earlier, with the National Disease Control Bureau indicating a rising trend in flu activity [6][9]. - There has been a more than 100% increase in orders for flu medications, especially in northern cities like Harbin and Hohhot, where orders surged over 150% [6][9]. Market Dynamics and New Drug Introduction - The flu medication market is projected to exceed 100 billion yuan, driven by a clearer understanding of flu's severity and the introduction of new medications [9][10]. - New flu drugs, including those that require only a single dose for the entire treatment course, are entering the market, with some priced nearly ten times higher than traditional medications like Oseltamivir [8][11]. Competitive Landscape - The article notes that 2025 is being referred to as the "Year of Domestic Flu New Drugs," with several new products set to launch [7][8]. - The new medications, such as Marbalozav and others, are designed to be more effective and user-friendly compared to older drugs, which require multiple doses [11][12]. Pricing and Market Penetration - The pricing of new flu medications is significantly higher than traditional options, with initial prices exceeding 300 yuan, while older drugs like Oseltamivir are priced around 20 yuan [14][15]. - Despite the higher prices, there is a potential for market growth as awareness of new medications increases, with current penetration rates for new drugs being low [12][15]. Marketing and Distribution Strategies - Companies are focusing on building new prescription habits and educating the market about the benefits of single-dose medications [16]. - E-commerce platforms are increasingly involved in the distribution of flu medications, providing services like home testing and online consultations [16].