2015年中国医疗器械市场分销前景分析

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                    <p style=""><span style="">最近十年，我国医疗器械市场规模也维持快速增长态势，国内医疗器械工业总产值从2003年的189亿人民币上升到2013年的1889亿，2013年同比增长21%，增长速度远快于药品。目前全球医疗器械占医药总市场总规模的42%，而我国仅占医药总市场16%的规模，预计在未来5年左右，我国医疗器械行业仍然将保持20%-30%的高速增长。2014年前三季度，我国医疗器械产业收入达到1493亿元，同比增长14.7%。中商产业研究院发布的《2014年版中国医疗行业并购重组研究咨询报告》指出：2015年中国医疗器械产业收入有望达到2300亿元。</span></p><p style=""><br style="padding: 0px; margin: 0px; max-width: 100%; word-wrap: break-word !important; box-sizing: border-box !important;"  /></p><p style=""><span style="">我国医疗器械行业进出口总金额差异不大，大型高端精密仪器主要依靠进口，出口较多小型低端产品。</span></p><p style=""><br style="padding: 0px; margin: 0px; max-width: 100%; word-wrap: break-word !important; box-sizing: border-box !important;"  /></p><p style=""><span style="">医疗器械行业的高速增长将驱动分销行业的增长，目前，流通行业医疗器械分销额在整个医疗器械市场的占比还较小，2012年占比约为20%。分销企业纷纷开始加大医疗器械分销力度，未来医疗器械将会成为分销行业增长的重要驱动因素。</span></p><p style=""><br style="padding: 0px; margin: 0px; max-width: 100%; word-wrap: break-word !important; box-sizing: border-box !important;"  /></p><p style=""><span style="">医疗器械产品种类繁多，主要分为以下六大类：家用医疗器械、大中型医疗设备、植(介)入性等高端器械、洁净手术室和消毒供应中心等医疗工程、常规医用耗材、制药设备。</span></p><p style=""><br style="padding: 0px; margin: 0px; max-width: 100%; word-wrap: break-word !important; box-sizing: border-box !important;"  /></p><p style=""><span style=""><strong style="padding: 0px; margin: 0px; border: 0px; outline: 0px; max-width: 100%; word-wrap: break-word !important; box-sizing: border-box !important;">器械分销渠道具有以下两种主要的共性：</strong></span></p><p style=""><br style="padding: 0px; margin: 0px; max-width: 100%; word-wrap: break-word !important; box-sizing: border-box !important;"  /></p><p style=""><span style=""><strong style="padding: 0px; margin: 0px; border: 0px; outline: 0px; max-width: 100%; word-wrap: break-word !important; box-sizing: border-box !important;">1、渠道的共用性</strong></span></p><p style=""><br style="padding: 0px; margin: 0px; max-width: 100%; word-wrap: break-word !important; box-sizing: border-box !important;"  /></p><p style=""><span style="">医疗器械行业具有很强的渠道共用性，当一种产品打通渠道并获得客户认可后，企业能够不断通过该渠道推荐不同类的其他产品;同时，医疗器械产品多为配套使用，相关产品的技术相似性和通用性较强，医疗器械企业较易基于相关技术的积累不断扩充产品线、丰富产品种类，通过已有渠道网络实现新产品的快速销售，提升收入增长点。</span></p><p style=""><br style="padding: 0px; margin: 0px; max-width: 100%; word-wrap: break-word !important; box-sizing: border-box !important;"  /></p><p style=""><span style=""><strong style="padding: 0px; margin: 0px; border: 0px; outline: 0px; max-width: 100%; word-wrap: break-word !important; box-sizing: border-box !important;">2、渠道的排他性</strong></span></p><p style=""><br style="padding: 0px; margin: 0px; max-width: 100%; word-wrap: break-word !important; box-sizing: border-box !important;"  /></p><p style=""><span style="">医疗器械行业的渠道亦具有显著的排他性，先入企业较易形成渠道壁垒、挤压后进入者的渠道空间，形成强者恒强的行业趋势。</span></p><p style=""><br style="padding: 0px; margin: 0px; max-width: 100%; word-wrap: break-word !important; box-sizing: border-box !important;"  /></p><p style=""><span style=""><strong style="padding: 0px; margin: 0px; border: 0px; outline: 0px; max-width: 100%; word-wrap: break-word !important; box-sizing: border-box !important;">同时不同类的医疗器械产品的渠道又有差异：</strong></span></p><p style=""><br style="padding: 0px; margin: 0px; max-width: 100%; word-wrap: break-word !important; box-sizing: border-box !important;"  /></p><p style=""><span style="">家用医疗器械的技术属性相对淡化(技术门槛不是很高)，而品牌﹑渠道﹑产品丰富度和成本(规模﹑产业化能力)才是制胜的关键因素，一旦平台搭好了，各种新产品都能借助该平台得到迅速推广，协同效应非常明显。</span></p><p style=""><br style="padding: 0px; margin: 0px; max-width: 100%; word-wrap: break-word !important; box-sizing: border-box !important;"  /></p><p style=""><span style="">植入类器械营销的关键是通过学术会议等方式提升品牌形象并培养医生对品牌的认同度(医生对病人决策的影响较大);但从更长的周期来看，技术才是决定市场的最重要的因素，每一次行业出现技术的重大进步时，都可能引发行业的重新洗牌。</span></p><p style=""><br style="padding: 0px; margin: 0px; max-width: 100%; word-wrap: break-word !important; box-sizing: border-box !important;"  /></p><p style=""><span style="">中低端医用耗材产品行业集中度较低，产品同质化是相对严重的。分销商另外，企业产品必须能形成规模和系列，产品相对普通且产品系列单一的企业，与代理商和医院的粘连度比较弱，在竞争中很容易被其他企业所替代。</span></p><p style=""><br style="padding: 0px; margin: 0px; max-width: 100%; word-wrap: break-word !important; box-sizing: border-box !important;"  /></p><p style=""><span style=""><strong style="padding: 0px; margin: 0px; border: 0px; outline: 0px; max-width: 100%; word-wrap: break-word !important; box-sizing: border-box !important;">不同的医疗器械类型具备不同的渠道特点</strong></span></p><p style=""><br style="padding: 0px; margin: 0px; max-width: 100%; word-wrap: break-word !important; box-sizing: border-box !important;"  /></p><p style=""><span style="">因此，医药流通企业想要快速进入器械分销领域的途径，就是选择发展较快的器械子行业进行大规模的渠道商并购。通过收购，扩张产品线、丰富产品种类，基于渠道共用性、采用产品叠加策略提高市场集中度、支撑企业的快速发展。</span></p><p style=""><img src="http://mmbiz.qpic.cn/mmbiz/rz7R73cuHRrv6jdOCoJeZmYwvEAIoHpY0a7yJL2egiaEokLTpwkIsIRTzTFUic09aEThKHS4hrEcSqU0lAS3tu5g/0" data-ratio="0.14784394250513347" data-w="487" width="auto" width="auto" src="http://mmbiz.qpic.cn/mmbiz/rz7R73cuHRrv6jdOCoJeZmYwvEAIoHpY0a7yJL2egiaEokLTpwkIsIRTzTFUic09aEThKHS4hrEcSqU0lAS3tu5g/0?tp=webp" style="margin: 0px; padding: 0px; box-sizing: border-box !important; word-wrap: break-word !important; width: auto !important; visibility: visible !important;"  /></p><p style=""><legend style="margin: 0px; padding: 0px; max-width: 100%; white-space: normal; color: rgb(51, 51, 51); 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min-height: 1em; white-space: pre-wrap; overflow: hidden; background-color: rgb(255, 255, 255); color: rgb(51, 51, 51); font-family: 宋体; font-size: 14px; line-height: 24px; orphans: 2; widows: 2; box-sizing: border-box !important;"><span style="margin: 0px; padding: 0px; max-width: 100%; box-sizing: border-box !important; word-wrap: break-word !important;">平台的理念：分享维修经验，为工程师提供技术配件支持，为临床使用者提供医疗器械使用保养维护信息，关注我们传递正能量。</span></p><p style="margin-top: 0px; margin-bottom: 0px; padding: 0px; max-width: 100%; word-wrap: normal; min-height: 1em; white-space: pre-wrap; overflow: hidden; background-color: rgb(255, 255, 255); color: rgb(51, 51, 51); font-family: 宋体; font-size: 14px; line-height: 24px; orphans: 2; widows: 2; box-sizing: border-box !important;"><span style="margin: 0px; padding: 0px; max-width: 100%; font-family: 仿宋; font-size: 19px; box-sizing: border-box !important; word-wrap: break-word !important;">微信公众号:</span></p><p style="margin-top: 0px; margin-bottom: 0px; padding: 0px; max-width: 100%; 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word-wrap: break-word !important;"><span style="margin: 0px; padding: 0px; max-width: 100%; box-sizing: border-box !important; word-wrap: break-word !important;">复制上面微信号</span><img data-s="300,640" data-ratio="1.35" data-w="20" src="http://mmbiz.qpic.cn/mmbiz/A1DicCH9Vl6NE8iaIXiblrE1WKyXQz6qbATAS0VZxTKlGupjMMNvicoNs9vhvYGBr83wmsdO1ouTw7kVDibk9w6VoMg/0" class="" id="c6" width="auto" width="auto" src="http://mmbiz.qpic.cn/mmbiz/A1DicCH9Vl6NE8iaIXiblrE1WKyXQz6qbATAS0VZxTKlGupjMMNvicoNs9vhvYGBr83wmsdO1ouTw7kVDibk9w6VoMg/640?tp=webp" style="margin: 0px; padding: 0px; border: 0px; box-sizing: border-box !important; word-wrap: break-word !important; visibility: visible !important; width: auto !important;"  /><span style="margin: 0px; padding: 0px; max-width: 100%; box-sizing: border-box !important; word-wrap: break-word !important;">联系我哟</span></span></legend><blockquote style="padding: 0px; border: 0px; max-width: 100%; box-sizing: border-box !important; word-wrap: break-word !important;"><p style="margin-top: 0px; margin-bottom: 0px; padding: 0px; max-width: 100%; word-wrap: normal; min-height: 1em; white-space: pre-wrap; overflow: hidden; border: 0px; box-sizing: border-box !important;"><span style="margin: 0px; padding: 0px; max-width: 100%; border: 0px; color: rgb(255, 192, 0); font-size: 14px; box-sizing: border-box !important; word-wrap: break-word !important;"></span><span style="margin: 0px; padding: 0px; max-width: 100%; color: rgb(255, 192, 0); border: 0px; font-size: 14px; box-sizing: border-box !important; word-wrap: break-word !important;">? </span><span style="margin: 0px; padding: 0px; max-width: 100%; color: rgb(127, 127, 127); border: 0px; line-height: 28px; box-sizing: border-box !important; word-wrap: break-word !important;">定期推送</span><span style="margin: 0px; padding: 0px; max-width: 100%; color: rgb(255, 192, 0); border: 0px; line-height: 28px; box-sizing: border-box !important; word-wrap: break-word !important;">医械资讯</span><span style="margin: 0px; padding: 0px; max-width: 100%; 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