标签： 夜无忧论坛官网

Author Mao San

"Welcome China’s decision. It is only the beginning, and the road is still very long. " This is an excerpt from a reader’s comment in The Times of India, when China announced the cancellation of import tariffs on 28 kinds of medicines.

Let’s look at the British media writing in the article "China strives to lower drug prices, Indian pharmaceutical companies take advantage of the situation to come to China". "China has ambitiously launched drug procurement plans involving many cities to help reduce drug prices, which also opens up competitive opportunities for Indian drug manufacturers."

It is not difficult to find that with the gradual relaxation of national restrictions on imported drugs, especially after the introduction of the "4+7" procurement policy, India, known as the "world pharmaceutical factory", is eager to try the China market.

The bugle sounded and the army assembled. According to the data, since the "China-India Drug Regulatory Exchange Meeting" was held on June 21st, in less than two months, four Indian pharmaceutical giants have rushed to the China generic drug market.

One,Each has his own position and his own abacus.1. Sun Pharmaceutical: Expand its business in China in the next 6-9 months.

Sun Pharmaceutical Industries Ltd, the largest pharmaceutical factory in India and the fourth largest generic drug company in the world, took the lead in taking action.

On June 28th, Kang Zhe Pharmaceutical (CMS), through its wholly-owned subsidiary, signed a license agreement with Sun Pharmaceutical for Tildrakizumab and 0.09% cyclosporine A eye drops respectively. These two products are prescription drugs for psoriasis biotherapy and dry eye treatment respectively.It is also the first time that Sun Pharmaceutical has been allowed to enter the China market.

According to the agreement, Kang Zhe Pharmaceutical has obtained the exclusive license right to develop and commercialize the above two products in Greater China. The initial period of the agreement is 20 years from the first listing and sale of the products in the region, and can be renewed in an interval of three years after mutual consent.

According to the latest cooperation announcement, the cooperation between the two sides on generic products has covered 8 products.Covering a potential market of about $1 billion in Chinese mainland.Next, the two sides will further expand and deepen cooperation in the pharmaceutical market in China.

Founded in 1983 by Dilip Shanghvi, Sun Pharmaceutical is headquartered in Mumbai, Maharashtra, and has 30,000 employees worldwide. It is the largest chronic prescription drug company in India. Dilip Shanghvi once topped India’s rich list with a net worth of $22.5 billion and became the famous "king of generic drugs".

Today, Sun Pharmaceutical has produced more than 2,000 varieties and sold them in 150 markets around the world, covering the treatment of diseases in cardiovascular, psychiatric, digestive, respiratory and other fields.

This cooperation is regarded as an important breakthrough for Sun Pharmaceutical to enter the China market. "China has more than 65% of the generic drug market, and we will expand our business in China within 6-9 months," Dilip Shanghvi publicly stressed.This business will contribute "a certain proportion" to Sun Pharmaceutical’s total sales of $4 billion within three years., currently almost zero.

2. Sipura: once again put the China market into the planning map.

Followed by Cipla, India’s second-ranked generic drug manufacturer, its respiratory drugs ranked first in India.

On July 16th, Cipla, the European branch of Sipura, announced that it would set up a joint venture with Jiangsu Chuangnuo Pharmaceutical Co., Ltd. as a branch of Sipura in China to build a production base of inhalant products. According to the agreement,The two sides will jointly invest 30 million US dollars,Among them, Sipura European Branch holds 80% of the shares, and Jiangsu Chuangnuo Pharmaceutical holds 20%.

The two sides of this cooperation have deep roots. As early as 2004, Sipura and Shanghai Chuangnuo Pharmaceutical Group jointly established Jiangsu Xidi Pharmaceutical. It was not until 2014 that Sipura sold its shares and withdrew from the joint venture company. Jiangsu Xidi was later renamed Jiangsu Chuangnuo.

Sipura was founded in 1935 by Abdullah Hamid. Its truly world-famous event was in 2001. In that year, when anti-AIDS drugs were still monopolized by a few patent giants around the world, Sipura reduced its anti-AIDS drugs to $350 per person per year in Africa, less than $1 per day on average.

At present, Sipura’s business lines span respiratory, antiretroviral, urinary, heart and central nervous system fields, includingA number of well-known anticancer drugs including Iressa, Gleevec and Trocquer.The company has 44 production bases and more than 1,500 products all over the world, covering more than 80 countries.

With the second cooperation with Chuangnuode, Sipura once again put the China market into its own planning map. "This cooperation in building a factory in China means that we have taken another important step," said Umang Vohra, global CEO of Sipura. China is an important direction for its development and will continue to explore various ways to establish a product portfolio including cancer drugs and other products in the future.

3. Strides Limited: A sales team of over 4,000 people will be promoted in China.

On July 29th, Sihuan Pharmaceutical Holding Group announced the establishment of a joint venture company with Indian pharmaceutical company Strides Limited to enter the China market to engage in drug registration and sales.

In this cooperation, both parties hold 51% and 49% shares respectively. Strides Limited will exclusively authorize Sihuan Medicine to register, declare, commercialize and distribute four major products in China, and it will supply them to the joint venture company through its manufacturing plants in India and Singapore.

According to public information, Strides Limited was established in 1990 and headquartered in Bangalore, India. The company has been listed on the Bombay Stock Exchange and the National Stock Exchange of India, and its sales and research and development product lines cover five major areas: cerebrovascular system, central nervous system, metabolism, tumor and diabetes. At present,It has seven production bases around the world, five of which have been certified by the US FDA.The other two are for emerging markets.

"The recent development of drug supervision in China has enabled differentiated high-quality generic drugs to be quickly approved, and itsThe portfolio with more than 140 products conforms to China application.Strides Limited said that after the four products of this cooperation, it can choose to further expand its product portfolio.

Next, Sihuan Medicine will use its sales team of more than 4,000 people and more than 3,000 distributors all over China to promote these four products.

4. Natco Pharma: The U.S. market is going down, seizing the opportunity to enter the China market.

On August 11th, Indian media reported that Natco Pharma hoped to expand its business scale in China in the face of the adversity of American generic drug market.

That is to say,Natco Pharma, the prototype manufacturer of the film Dying to Survive China-India Granin, will also officially enter the China market.As early as March this year, it was reported that Natco Pharma would cooperate with China institutions to start the BE clinical trial of Gefitinib.

Natco Pharma, founded in 1981.A well-known anticancer drug brand generic drug with many multinational pharmaceutical companies., including Novartis’s anticancer drug Gleevec, Novartis’s original research drug Zetai, AstraZeneca Iressa, Roche’s anticancer drug Trocquer, Bayer’s anticancer drug nexavar, and Gilead’s new scientific hepatitis C drug Propthone, etc.

Headquartered in Hyderabad, India, the top ten pharmaceutical company in Indian pharmaceutical industry started with a capital of only 3.3 million rupees (about 330,000 RMB). Today, it has 5,000 employees, 7 manufacturing plants and modern R&D laboratories around the world.

However, Natco Pharma’s main source of income depends largely on the United States.Take 2018 as an example. In this year, the US market contributed US$ 127 million to Natco, accounting for about 40% of the total revenue.

"It is hoped that the company will not only rely on the US market to get higher returns, but also the world, especially large developing countries, is a good strategy for the company to increase profits and share risks," said Rajeev Nannapaneni, vice chairman and CEO of Natco. It is time for Natco to enter the China market with the liberalization of policies and the reduction of tax rates.

Second,Desire for the China market

In fact, India has never stopped trying to enter the pharmaceutical market in China.

It is worth mentioning that in 1993, the Indian star company and the largest imitation pharmaceutical company, Rambosi, invested millions of rupees to set up a joint venture in China. Just,Due to strong barriers to entry, long-time commercial infrastructure and cost competition with local enterprises, Lamborghini finally withdrew.

Recently, since 2018, with the introduction of China’s "4+7" procurement policy, Indian pharmaceutical companies have once again tried to open the China market and accelerated their March:

In July 2018, India’s Anjovita Company invested 100 million US dollars to establish Anjovita Pharmaceutical Taizhou Co., Ltd.;

In December 2018, Alabin Pharmaceutical and Luoxin Pharmaceutical reached a cooperation to establish a joint venture in China to introduce high-quality and low-price drugs;

In February, 2019, China Reddy Laboratory Co., Ltd. applied for the bioequivalence test of clopidogrel bisulfate tablets to prepare for entering the market.

In this way, seven Indian pharmaceutical companies have definitely entered the China market in the past year. However, behind this swarming layout, it is reflected thatIn the past few decades, this huge Indian generic drug army sweeping the world has never been able to open up the China market.

According to statistics, during the period from April 2017 to March 2018, Indian pharmaceutical exports amounted to US$ 17.3 billion, of which 60% were exported to high-end markets such as Europe and America, and China only accounted for 1%.

Therefore, transnational illegal purchasing has always been the main way for Indian generic drugs to flow into China because they have not obtained the sales license in China. Behind this,The approval process is the biggest stumbling block for multinational pharmaceutical companies such as India to enter China.Because imported generic drugs are subject to clinical approval system, it takes several years to evaluate the consistency of a generic drug.

Take Sandoz, a generic drug subsidiary of Novartis, as an example. Its rosuvastatin tablet is the first imported generic drug approved for conformity evaluation in China. This drug was applied for clinical application in 2010, produced in 2014, and finally approved for conformity evaluation in 2019.The whole process lasted for ten years.

2018 should be an extraordinary year for Indian generic pharmaceutical companies. This year, thanks to the increasingly favorable conditions for importing generic drugs provided by a series of new drug administration reforms, India finally had the opportunity to set foot in China’s 100 billion generic drug market.

It is reported that at present, about 50 large Indian pharmaceutical companies have plans to enter the China market, looking for China partners, bringing their proud generic drugs to China and occupying the China market.

At present, the ambition of Indian generic pharmaceutical companies seems out of reach, but for domestic generic pharmaceutical companies, the days when they lie down and make money are completely over.

(This article was first published in "Movie Rising Potential", welcome WeChat to search filmmore for attention)

　 1905 movie network exclusive feature By the morning of July 20th, young director Bi Gan’s big-screen debut had been released for the sixth day, with a box office of over 4.7 million. Previously, Bi Dao announced that the film would only be released for 10 days. Although its film arrangement is less than 1%, compared with the box office results of literary films in the past two years, this figure is very optimistic, not to mention that the film has already recovered its production cost overseas before it was released in the mainland.

　

　 For this achievement, Li Xin, the marketing director of Beijing Herui Film Culture Co., Ltd., who is responsible for the marketing of the whole case of Roadside Picnic, and her team also expressed satisfaction. Of course, she still hopes that this film can be seen by more people — — In the process of our interview, Li Xin just finished her roadshow in Shenyang and went to Wuhan. Although her voice was a little tired in the interview, she answered the questions of Zi Shijun in detail. It is not difficult to see that she is full of confidence in the film.

　

　 From 14 years, 15 years to not long ago and recently, with the mainland film market becoming more and more prosperous in the past two years, the cliched survival dilemma of literary films has repeatedly become the focus of attention in the industry. Narrow audience, imperfect channels and limited funds are the most common "complaints", but the team of "Roadside Picnics" has always greeted the market test with a supercilious attitude, and even made interesting attempts and explorations for the promotion and marketing of literary films and even art films.

　

　 Next, let’s listen to Li Xin, the marketing director, and talk to us about how to sell this "magic film of the year" filmed for "Wild Ghosts and Breeze" to the vast number of human fans:

Bi Gan said that his films were made for wild ghosts and breezes.

　

[Talking about the marketing tone]

　

Zi Shijun: What is the whole marketing tone of "Roadside Picnic"?

　

Li Xin:Regarding the whole marketing tone, first of all, we fully respect what this film should look like. It’s actually not just a literary film, it’s actually an artistic film, so we respect it for what it looks like, without deliberate packaging. We will enlarge its advantages and differences from other films.

　

　 The core point of our marketing is that this film must be of good quality and have a good reputation, and we have great confidence in it. So we have been playing its word of mouth and its long shot.

　

　 To win its reputation, we must first hit the core fan base. It may actually have a very narrow audience in terms of film types and other aspects. Therefore, we initially wanted to promote it through the word-of-mouth of the core fans, and also had in-depth cooperation with some places where literary youth and fans gathered, such as Douban.

"Roadside Picnic" official micro-spoof "Beijing paralysis"

　

Zi Shijun: This film is deep and serious as a whole, but many marketing methods on Weibo WeChat are more funny than that … … Does it feel in conflict with the tone of the film?

　

Li Xin:Weibo WeChat is probably maintained by three or four colleagues.

　

　 Well, first of all, the words of new media must be conducive to communication. I think it is more conducive to communication if this kind of thing is grounded. If something like poetry is typed as soon as it comes up, the audience who have never seen the film will definitely feel it. If it is aimed at them, it must be suitable for the public. Let’s use grounded methods.

Bi Gan, who exposed the true nature of teasing, turned the "one seat" speech into a stand-up comedy.

　

　 Including the director himself, who is actually a particularly funny person. When our whole team is doing this, we still hope that it can make the public accept it more easily.

"Roadside Picnic" cooperated with Guevara’s brand "New Projection"

　

[Talking about film arrangement]

　

Zi Shijun: Is there any stage difference in the marketing of this film during the whole release period? The Return of Mount Tai has been released. Are there any adjustments to the film’s publicity and screening strategies?

　

Li Xin:In fact, we have been doing its reputation, and there are some special professional foreign media or some foreign film festival awards for its recognition, the honor the film won, and its 42-minute long shot. Because we were not too worried about its reputation, we also made a nationwide roadshow to let it communicate with fans at every stop.

　

　 If "The Return of Mount Tai" is released, it will have no influence on our publicity. The arrangement of films will definitely have some impact, but we are relatively stable these days, and some well-selling cinemas are also giving us more venues.

　

Zi Shijun: Does this film have the action of "online distribution"?

　

Li Xin:Our copyright was sold to iQiyi, and it will be launched on the 20th. We don’t have the so-called e-commerce intervention to arrange the film. The release of this film is our company’s own arrangement and communication with the cinema. Regarding the cooperation with e-commerce, one is Guevara’s "new screening" product ("film tester" activity), and there are some regular ticket supplements, others are not too deep.

A lot of effort has been devoted to the poster design of "roadside picnic"

　

[Talking about materials]

　

Zi Shijun: What do you think is the biggest difficulty in the promotion and marketing of this film? How to overcome it?

　

Li Xin:The biggest difficulty … … I really haven’t thought about it. After all, it is not a film for the mass market, but we have to sell it to the mass market, so it will definitely be more difficult to walk.

　

　 Perhaps my personal feeling is that it will be more difficult to do it in terms of materials. Because the colleagues in the early stage of the crew are relatively not so professional, and because they have no experience in making long films, the preparatory work in the early stage is not sufficient. When it reached us, there were no materials, including the posters you see now, which were all made by ourselves, and there were not any usable stills.

　

　 But fortunately, I don’t want to say how difficult and bitter it is. Since we have done it, we must be responsible for it and do every step well. We also spend a lot of time and energy on materials.

　

Zi Shijun: There was a trailer with disco as the background music. At that time, I saw some netizens commenting that it misled the audience and made people think it was a fast-paced film. How do you respond to this kind of spit?

　

Li Xin:As for the trailer, the first one is particularly difficult to cut. Our editor cut it for about a month and tried various methods, trying to tell the story or try something, which was more troublesome. If you watch the film, you will know that this film is something that can’t be clearly explained in one or two sentences, so you have to watch it yourself, just by feeling.

　

　 It is normal for netizens to vomit, and it is only when something comes out controversial that it is discussed. In fact, I have collected a lot of feedback here, and I still think this trailer is bold and innovative. At that time, we thought music was very important, at least this feeling would look more emotional, and it was a new attempt. My friends and people in the industry around me still recognize these two versions of the trailer.

　

　 The two trailers you saw, one is the forerunner, the other is the ultimate, and the last is the background music. The editor is cutting and revising every day, probably for more than a month, and different versions are produced every day, and finally these two versions are presented.

At this year’s Strawberry Music Festival, the booth of "Roadside Picnic" attracted many rock youths.

　

[Talking about cross-border]

　

Zi Shijun: How was the cooperation with Modern Sky established? What kind of movies do you think will be more related to the fans at the music festival?

　

Li Xin:That activity was relatively early. Because we have been watching what this film has. I was particularly impressed by the songs in the movie, including the music made by teacher Lin Qiang, which was particularly psychedelic and set off the atmosphere. Then it happened that there was going to be a music festival at that time, and then we wanted not to cooperate with the music festival, and then we found Modern Sky.

　

　 In fact, we didn’t do the kind of cooperation in a particularly special depth, and the exposed effect was certainly not particularly great, but at that time, we thought that this film could be done more, so we did it. We only have a two-square-meter booth, and we have worked hard to arrange it. The effect is not bad, and it was quite unexpected at that time. In the whole modern sky life museum, our people flow is the largest. Then Douban also cooperated with us to do some convening work in Douban.

　

　 There is another reason to cooperate with them. Young artists’ associations prefer to go to their music festivals. Young artists and core fans are our audiences, so we may think that some audiences will overlap with our audience, so we will go. One more exposure is one, and they do have a large flow of people.

　

　 My judgment may not be accurate either, but I think literary films may be more suitable to cooperate with music festivals. Young artists like music festivals and may also like literary films. I think so.

The ingenious "poison tongue commentary audio track" blessed the roadshow.

　

[Talking about roadshows]

　

Zi Shijun: This roadshow is going well. How did you choose the route?

　

Li Xin:Regarding roadshows, we went to many cities, one place every day, including roadshows today. At that time, I also hoped that more people could see the film and then let the director communicate with them.

　

　 The choice of roadshow cities has referred to the route at that time, as well as the cities with good box office of Heart Labyrinth. "Heart maze" was also made by our side before, so we will know more about it. There are also places with a strong literary atmosphere, such as Jiangsu, Zhejiang and Shanghai, where there are many young artists.

　

Zi Shijun: How did you come up with the idea of "audio track of poison tongue comments"?

　

Li Xin:The commentary track is the "value-added service" we talked about this film before.

　

　 Because first of all, the audience of this film must be core fans, and the audience is relatively narrow. We also want to give them a better viewing experience and a value-added service, and then we think about the commentary track.

　

　 Then, we made a commentary track in Shanghai during "Heart Labyrinth", which was not very large at that time, and its equipment and technology were more troublesome, so this time it was also in the roadshow that Xiang made a better service for the core fans, so he did it.

The film derivatives of roadside picnic include notebooks and 6000mAh charging treasures.

　

[Talking about derivatives]

　

Zi Shijun: The derivative design of this film is very compelling. How are they completed?

　

Li Xin:Regarding derivatives, we made notebooks and charging treasures.

　

　 First of all, we think there are poems in this film, which is very literary. In fact, it is quite suitable to be a notebook. Then I think our poster is not bad, so I will use it to make the front and back of the notebook.

　

　 If you have seen the film, you will know that there is a tape in it that is a key thing. We want to make a derivative of the same size, so we made a charging treasure, which is also more practical.

　

　 Just leave it to the production company. It’s not that complicated to make, and the time will not be particularly slow. I also forget how much time it took.

I wonder if the fans who have seen this film have been brainwashed by this magical "Little Jasmine"

　

Zi Shijun: The music of this movie is very distinctive. Have you considered releasing the movie’s OST?

　

Li Xin:The first time I saw the film, I was particularly impressed by the music. Every song was quite interesting, including Little Jasmine and Farewell. However, the distribution of music OST is more troublesome, involving many aspects and various copyright issues, so it has not been considered for the time being.

　

　 Moreover, music will be particularly effective if it is accompanied by a movie. If you listen to it alone, you don’t know if you feel like watching a movie.

Click on the picture below to review the past highlights: