2025 年 08 月 26 日 营销改革逐步释放止咳宝片的市场潜力 买入(首次) 事件 分析师：胡博新 S1050522120002 hubx@cfsc.com.cn 相关研究 —特一药业（002728.SZ）公司事件点评报告 特一药业发布公告：2025 年半年度，公司实现营业收入 49114.29 万元，同比增长 56.54%；归属于上市公司股东的 净利润 3800.77 万元，同比大幅增长 1313.23%。 投资要点 ▌ 营销改革效果显现，止咳宝销量恢复 公司自 2024 年初开启核心品种止咳宝片的销售改革，在药店 渠道逐步由经销商模式调整为自营+经销商的混合模式。销售 改革导致 2024 年止咳宝片发货下滑，利润受拖累。目前自营 团队已形成初步规模并高效运转，同时销售费用投入增加， 有效提升了"特一"品牌的知名度与影响力。2025 年上半年 止咳宝片的销量实现 3.31 亿片，恢复至 2023 年同期的 61.29%，营销改革的效果显现。 ▌ 营销改革持续推进，培育中药大品种 公司核心产品止咳宝片有一百多年历史，产品秘方入选岭南 中药文化保护遗产，具有"宣肺祛痰、止咳平喘"之功效， 根据米内网数据库 ...

据证券之星公开数据整理，近期特一药业（002728）发布2025年中报。截至本报告期末，公司营业总收 入4.91亿元，同比上升56.54%，归母净利润3800.77万元，同比上升1313.23%。按单季度数据看，第二 季度营业总收入1.96亿元，同比上升31.43%，第二季度归母净利润644.05万元，同比上升199.62%。本 报告期特一药业三费占比上升明显，财务费用、销售费用和管理费用总和占总营收同比增幅达 39.42%。 本次财报公布的各项数据指标表现尚佳。其中，毛利率60.23%，同比增52.27%，净利率7.74%，同比增 802.78%，销售费用、管理费用、财务费用总计2.27亿元，三费占营收比46.27%，同比增39.42%，每股 净资产3.46元，同比减3.35%，每股经营性现金流0.29元，同比增441.35%，每股收益0.08元，同比增 1500.0% | 项目 | 2024年中报 | 2025年中报 | 同比增幅 | | --- | --- | --- | --- | | 营业总收入(元) | 3.14亿 | 4.91亿 | 56.54% | | 归母净利润(元) | 268.94万 | ...

Sales Goals and Market Potential - The company aims to sell 100 million boxes of cough tablets within 3-5 years, with a focus on achieving this target post-reform [1] - The cough tablets have a significant market potential due to low coverage in certain areas, which will be addressed after the marketing organization transformation [2] - The aging population (31 million people aged 60 and above, accounting for 22% of the population) increases the consumer base for cough and phlegm products [2] Product Efficacy and Production Capacity - The cough tablets have a clinical effectiveness rate of 93%, with a significant effect on chronic coughs [1] - Current production capacity is 1.8 billion tablets, with potential to increase to 2.4 billion based on market demand [2] - Sales data shows a recovery trend, with 230 million tablets sold in 2024 and 217 million in Q1 2025 [2] Marketing and Organizational Changes - The company is undergoing a marketing transformation, shifting from a distributor model to a self-operated and promotional service model [3] - New departments have been established to enhance marketing efforts, including self-operated sales, online marketing, and brand market departments [3] - The company is expanding its online sales channels, with significant growth in B2C and O2O platforms [4][11] Brand Development and Consumer Engagement - The company is enhancing brand recognition through a mix of traditional and new media advertising [4][12] - The marketing strategy includes collaboration with major pharmacy chains and community pharmacies to increase consumer education and engagement [5][12] - The company aims to strengthen its brand through targeted advertising and promotional activities across various platforms [5][12] Financial Performance and Product Diversification - In 2023, cough tablets accounted for 41.96% of the company's revenue, indicating a strong reliance on this product [8] - Other products collectively contribute over 50% of revenue, mitigating dependency risks [8] - The company is focusing on promoting other products like skin disease and blood toxin pills to diversify its portfolio [9][10]

Core Viewpoint - The company is undergoing significant marketing organizational changes and adjustments to its sales channels, which have impacted its 2024 financial performance, leading to a substantial decline in net profit and revenue [10][12]. Group 1: Financial Performance - In 2024, the company achieved an operating income of 687.79 million yuan, a year-on-year decrease of 35.55% [10]. - The net profit attributable to shareholders was 20.50 million yuan, down 91.90% year-on-year [10]. - The company has reduced shipments of its core product, Zhi Ke Bao Pian, which has led to a significant drop in sales revenue for this high-margin product [10]. Group 2: Marketing and Sales Strategy - The company is transitioning from a distributor model to a mixed model of self-operated and promotional service providers in its pharmacy sales [10]. - Marketing expenses have increased significantly as the company aims to enhance brand awareness and reputation, resulting in a higher proportion of sales expenses [10]. - The company plans to leverage digital marketing and expand its marketing channels, including social media platforms like Douyin and Xiaohongshu, to improve product visibility [3][10]. Group 3: Product Focus and Development - The company considers Zhi Ke Bao Pian as its core product, with plans to increase its sales to 100 million boxes within 3-5 years post-reform [3]. - The company is also focusing on developing a product cluster around Zhi Ke Bao Pian, which includes other traditional Chinese medicine products [3]. - The company has a production capacity of 1.8 billion pieces for Zhi Ke Bao Pian, with potential to expand to 2.4 billion pieces [3]. Group 4: Governance and Future Plans - The company is committed to improving its corporate governance and is open to external growth opportunities, including mergers and acquisitions, to enhance its competitive edge [5][14]. - The management emphasizes the importance of internal growth while also considering external partnerships to strengthen the company's market position [5][14]. - The company aims to maintain a strong focus on traditional Chinese medicine products, aligning with national policies that support the industry [6][14].

Group 1: Product Performance and Market Potential - The core product, Zhi Ke Bao, shows significant efficacy for chronic cough, with a clinical control efficiency of 73% and a total effective rate of 93% [2] - The product has a large consumer base, with 310 million people aged 60 and above in China, representing 22% of the population, indicating a growing market for cough remedies [2] - Zhi Ke Bao has sufficient production capacity, currently at 1.8 billion pieces, with potential to increase to 2.4 billion pieces based on market demand [2] Group 2: Financial Performance and Challenges - In 2024, the company reported a revenue of 68,778.52 million yuan, a decrease of 35.55% year-on-year, and a net profit of 2,049.50 million yuan, down 91.90% [6] - The decline in revenue was attributed to a reduction in shipments of Zhi Ke Bao during a marketing organizational transformation, which also led to increased sales expenses [6][10] Group 3: Marketing and Sales Strategy - The company is transitioning from a distributor model to a mixed model of self-operated and promotional service providers to enhance sales efficiency [6] - Marketing efforts are being diversified, with a focus on digital marketing and increased brand awareness through various media channels, including social media platforms [27][30] Group 4: Research and Development Focus - The company is committed to developing traditional Chinese medicine products, with ongoing projects in skin disease treatments and diabetes management [3][5] - There is an emphasis on integrating raw material and formulation development to enhance the quality and competitiveness of chemical drugs [8] Group 5: Future Growth Strategies - The company plans to strengthen its marketing organization and expand its product offerings, particularly in the traditional Chinese medicine sector [7][30] - There is a potential for mergers and acquisitions to enhance growth and market presence, contingent on finding suitable targets [31][32]

Core Viewpoint - The article discusses the disparity in employee compensation within the A-share pharmaceutical and biotechnology sector for the year 2024, highlighting the highest and lowest average salaries among companies in the industry. Group 1: Highest Average Salaries - The top ten companies with the highest average employee salaries in the pharmaceutical and biotechnology sector are predominantly innovative drug companies, with BeiGene (百济神州) leading at an average salary of 905,000 yuan [1][2] - The average salary of BeiGene's R&D personnel is 956,000 yuan, with domestic R&D personnel earning an average of 592,000 yuan and overseas R&D personnel earning 1,586,000 yuan [2] - Other companies in the top ten include Dizal Pharmaceutical (迪哲医药) with an average salary of 686,700 yuan and Yihong Pharmaceutical (亚虹医药) with an average salary of 627,400 yuan [2][3] Group 2: Lowest Average Salaries - The ten companies with the lowest average salaries in the sector have an average salary as low as 70,500 yuan, with the lowest being 70,500 yuan at Yisheng Pharmaceutical (益盛药业) [7][9] - The majority of these low-salary companies are traditional Chinese medicine firms and offline pharmacy businesses, with four being Chinese medicine companies [10] - Companies like Teva Pharmaceutical (特一药业) reported a significant decline in net profit, leading to a 10.1% decrease in average salary compared to 2023 [11] Group 3: Salary Trends and Industry Insights - Among the 498 companies in the pharmaceutical and biotechnology sector, 49 companies have an average salary above 300,000 yuan, while 144 companies fall between 200,000 to 300,000 yuan [8] - The article notes that the average salary for most innovative drug companies has increased compared to 2023, with the highest increase being 13.62% for Ailisi (艾力斯) [6] - The article also highlights the challenges faced by offline pharmacies, with a significant drop in customer traffic and profitability due to changes in healthcare policies and increased competition [11][12]

Core Insights - The pharmaceutical and biotechnology sector in A-shares has revealed significant disparities in employee compensation, with innovative drug companies dominating the highest salary rankings [1][2] Group 1: Highest Employee Compensation - The top ten companies in the pharmaceutical and biotechnology sector for employee compensation in 2024 are primarily innovative drug firms, with BeiGene (百济神州) leading at an average salary of 905,000 yuan [1][2] - Other companies in the top ten include Dizhihua Pharmaceutical (迪哲医药) with 686,700 yuan, Yahui Pharmaceutical (亚虹医药) with 627,400 yuan, and others, with salaries ranging from 480,600 yuan to 905,000 yuan [1][2] Group 2: R&D Personnel Impact - Innovative drug companies have a high proportion of R&D personnel, which contributes to elevated overall salary levels; BeiGene employs approximately 11,100 staff, with 3,905 in R&D, making up about 35% of the workforce [2] - The average salary for R&D personnel at BeiGene is 956,000 yuan, with domestic R&D staff earning 592,000 yuan and international R&D staff earning 1,586,000 yuan [2] Group 3: Lowest Employee Compensation - In contrast, the lowest ten companies in the sector have an average salary as low as 70,500 yuan, with a significant representation from traditional Chinese medicine firms [5][6] - The lowest salaries are reported for companies like Yisheng Pharmaceutical (益盛药业) at 70,500 yuan and others, with the majority of these companies experiencing declines in net profit [5][6] Group 4: Performance Trends - Among the top ten companies, eight have seen an increase in average salaries compared to 2023, with the highest increase at 13.62% for Ailisi (艾力斯) [4] - Ailisi's revenue reached 3.558 billion yuan in 2024, marking a 76.29% increase, while net profit rose by 121.97% to 1.43 billion yuan [4] Group 5: Challenges in the Sector - Companies like Te Yi Pharmaceutical (特一药业) have faced significant challenges, with a 91.9% decline in net profit attributed to changes in marketing strategies and reduced sales of key products [6][7] - The retail pharmacy sector is experiencing a downturn, with companies like Yixin Hall (一心堂) and Shuyuan Pingmin (漱玉平民) reporting over 69% declines in net profit due to increased competition and changes in consumer purchasing behavior [7][8]

Core Points - The company guarantees the authenticity, accuracy, and completeness of the quarterly report, with all board members assuming legal responsibility for any misstatements or omissions [2][3] - The first quarter report has not been audited, and the company has made retrospective adjustments to previous accounting data [3][4] Financial Data - The core product, cough relief tablets, achieved sales of 217 million pieces, with brand building investments reaching 106 million yuan [4] - The company is undergoing marketing organizational changes and brand marketing construction, which have shown initial results but may pose risks to short-term operating performance [4][5] Shareholder Information - The report includes details on the total number of common stock shareholders and the top ten shareholders, although there are no changes in the lending of shares for the top shareholders [4]

Core Viewpoint - The company is undergoing significant marketing transformation and organizational restructuring, which is expected to lead to long-term benefits despite short-term declines in performance [3][4]. Group 1: Share Buyback and Financial Performance - As of February 28, 2025, the company has repurchased 12,729,618 shares through the Shenzhen Stock Exchange, reflecting a commitment to enhancing shareholder value [2]. - The company forecasts a net profit of 20-25 million yuan for 2024, representing a year-on-year decline of 90.13%-92.10%, with a non-recurring net profit of 16.7-21.7 million yuan, down 91.29%-93.29% [2]. Group 2: Marketing and Sales Strategy - The company is focusing on a "foundation-building, long-term benefit" strategy, establishing a self-operated organizational structure to improve sales channel integration and pharmacy sales [3]. - Sales of the core product, cough tablets, have seen a significant decline, with 2024 sales expected to be 230 million tablets compared to over 1 billion tablets in 2023, primarily due to reduced shipments [3]. - The company has increased brand promotion efforts, particularly in new media, leading to higher sales expense ratios [3]. Group 3: Product Outlook - The cough tablets are expected to recover in sales due to their effectiveness in treating chronic bronchitis and the aging population, with a target of reaching 10 million boxes in sales over the next 3-5 years [4]. - As of January 2025, sales data indicates a recovery in cough tablet sales in pharmacies, although not yet reaching the levels of the same period in 2023 [4]. Group 4: Share Buyback Purpose - The share buyback program, approved in June 2024, aims to use repurchased shares for employee stock ownership plans, with a total funding of 70-120 million yuan and a maximum repurchase price of 12.96 yuan per share [5]. - As of February 28, 2025, the company has spent approximately 93.94 million yuan on share repurchases, indicating confidence in future growth and potential to enhance employee motivation [5].