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].

Core Insights - The flu season in China has started earlier than usual, with a peak expected between mid-December and early January [1] - There has been a significant increase in demand for flu medications, with orders for antiviral drugs more than doubling since November [1] - The market for flu medications is projected to exceed 100 billion yuan, driven by the introduction of new domestic antiviral drugs [4] Market Dynamics - The demand for flu medications has surged, particularly in northern cities like Harbin and Hohhot, where order volumes have increased by over 150% [1] - Traditional flu medications like Oseltamivir are facing competition from new drugs that require only a single dose for the entire treatment course, although these new drugs are priced nearly ten times higher [3][4] - The flu medication market is characterized by a mix of old and new products, with Oseltamivir's sales reaching 9.8 billion yuan in 2023, maintaining its position as the market leader [4][5] Product Development - New antiviral drugs such as Marbofloxacin and others targeting the PA protein have been introduced, offering improved efficacy and convenience [6][7] - The first-year sales of Marbofloxacin reached 630 million yuan, marking an eightfold increase [7] - Several new flu medications are in the pipeline, with multiple products expected to be approved soon, indicating a robust pipeline for the flu drug market [2][7] Pricing and Accessibility - The pricing of new flu medications remains a barrier to widespread adoption, with initial prices exceeding 300 yuan compared to Oseltamivir's price around 20 yuan [8][9] - The market shows regional differences, with urban areas showing higher adoption rates for new medications, while older populations tend to prefer traditional options [9] - Future price reductions are anticipated as more companies enter the market and negotiate with national insurance [9][10] Marketing Strategies - Marketing efforts for flu medications focus on educating healthcare providers and patients about the benefits of new treatments, as direct advertising is limited [10] - Companies are leveraging academic promotions and training for pharmacy staff to enhance awareness and understanding of flu treatments [10] - The flu season is seen as a critical opportunity for domestic pharmaceutical companies to establish a foothold in the market [10]