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国药集团是最有价值的中国医药品牌 ;广药集团在中医药品牌中排名第一

01 July 2021
  • 国药集团是最有价值的中国医药品牌,其品牌价值高达32 亿美元
  • 广药集团获得中国最有价值医药品牌第二名,并在最具价值的中医药品牌五强的子榜单中名列榜首——其品牌价值为15亿美元
  • 上药集团对研发的持续投入,在其品牌价值上得到了回报。
  • Brand Finance对中国医药品牌进行了自主的市场研究,在全国范围内对100018-75岁受访者进行了调研
  • 消费者对中国医药品牌的总体看法大多是积极的:调研的医药品牌在质量方面得分较高,受访者普遍认为中国医药品牌更关心消费者的利益而不是利润
  • 云南白药是中国品牌强度(BSI)最强的医药品牌,其品牌评级也达到了AA
  • 国药集团、同仁堂、华润三九和广药集团分列品牌强度的第二至第五名

点击此处查看完整版Brand Finance 2021年中国医药品牌价值和品牌强度评估报告

在应对国家突发公共卫生事件的斗争中,中国医药品牌在过去一年中表现非常出色。根据Brand Finance 2021年中国品牌价值500强报告,中国医药行业的品牌价值累计增长了123%,令人印象深刻。这一结果得益于包括8个新入榜品牌在内的中国医药品牌全面的良好表现。此外,中国医药品牌中有四个进入了Brand Finance 2021年全球医药品牌价值25强的榜单中,它们分别是国药集团、广州医药集团、上药集团和云南白药。

如今,Brand Finance首次对中国最具价值以及品牌强度最强的15个医药品牌进行了评选。

Brand Finance中国公司总裁 陈忆登 评论道:

  “不可否认,中国的医药品牌在过去一年协助国家抗击疫情中发挥了重要作用,这些品牌也因此被前所未有地推向了社会话题的中心。这份最新发布的最具价值中国医药品牌15 强榜单展示了该行业品牌的真正价值和实力,上榜品牌都取得了非常亮眼的表现。

国药集团因疫苗研发受益

在中国最具价值的医药品牌中位列榜首的是国药集团,其品牌价值较去年增长了58%,达到32亿美元。国药集团在全球研发和生产 COVID-19 疫苗的竞赛中取得重大进展,成功研发出一款受到国际认证的高效率疫苗,目前该疫苗已在全球供应和接种双双突破上亿剂。

广药集团排名第二

位居第二的是广药集团,其品牌价值增长了74%至15亿美元。作为中国最大的制药商之一,广药集团最近与百事可乐建立了合作伙伴关系,共同开发健康的燕麦产品。此外,作为顶级中医药制造商之一,广药集团通过积极贡献其对传统中医药——板蓝根——的专业知识,大力协助对抗疫情大流行,品牌价值也因此取得了很大提升。

上药集团取得第三名

排名第三的是上药集团(品牌价值增长50%至14亿美元)。该品牌以成为整个行业研发方面的领导者而自豪,仅2019年就在研发上投入了1.949亿美元。

最近,上药集团还以疫情引发的从传统医疗保健转向在线医疗的行业趋势为契机,通过为其在线处方和药房业务募集资金,确保品牌处于在线转型的有利地位。这笔资金还将使该品牌巩固其以医院为中心的药房网络。

中医药品牌价值前5

广药集团是价值最高的中医药品牌

鉴于中医药在中国的特殊地位以及在全球市场的逐步受到关注,Brand Finance为其创建了一个单独的子榜单。

广药集团位居中医药品牌价值榜榜首,云南白药排名第二。在品牌价值增长了50%,即2.43亿美元之后,华润三九位居第三名。 华润三九近期与保险巨头平安达成合作,用户可通过平安健康APP直接享受到包括999感冒灵颗粒在内来自华润三九的特色药品及药事服务。

天士力(品牌价值2.28亿美元)和同仁堂(品牌价值2.07亿美元)分别位列中医药品牌榜的第四和第五位。天士力在整个运营过程中持续高度重视研发和创新——公司目前拥有75个研究项目、38 个1类创新药物,其中有46个进入临床研究阶段。

云南白药是中国品牌强度最强的医药品牌

除了评估品牌价值, Brand Finance通过使用平衡计分卡就品牌投入、品牌所有者权益以及品牌表现三大方面对品牌强度进行了衡量。

在该中国医药市场调研报告中,Brand Finance 对1000名受访者就上榜的15个医药品牌进行了调研,调研涉及受访者对品牌声誉度、推荐度和信任度等多个指标的看法。

品牌强度的计算中使用了该市场调研数据的成果,因此受访者对品牌各指标的评价会对品牌强度的计算产生直接影响。

云南白药凭借73.2 的品牌强度指数,AA 的品牌评级,被评为中国最强的医药品牌。国药集团(69.1),同仁堂(68.9),华润三九(67.4)和广药集团(66.0)依次进入了中国最强医药品牌前五名。

品牌形象

质量

总体而言,各品牌在“质量”这一指标上得分均较为良好。云南白药和同仁堂以4.2/5的得分在该指标上并列第一,广药集团及旗下的广药白云山紧随其后(4.0/5.0)。通过市场调研,我们发现部分消费者对同仁堂利用品牌形象优势来开发和销售与其自身定位不相符的产品表示不满,这些着眼短期利益的行为有可能对品牌带来长期的负面影响。

调研数据显示相比于两个年龄段较低的受访组,来自于55-75岁的受访者对于中国医药品牌倾向于给出更高的质量评分。然而对于“国药集团” 品牌,受访者中的年轻群体(18-34岁)对其质量的评分(4.0/5.0)要高于35-54岁群体(3.9/5.0)和55-75岁群体(3.8/5.0)。这有可能是年轻群体(18-34岁)对国药集团研发的新冠疫苗持有更积极的态度所导致的。

亲和度

调研涉及受访者对品牌亲和度的看法,该指标衡量消费者对品牌所产生的亲近感。人福医药在18-34岁的受访者群体中的贴切度得分(7.0/10.0)高于35-54岁群体(6.3/10)和55-75岁群体(6.8/10), 这很大程度上归功于其广受欢迎的生育调节产品在年轻人市场的独特地位。

真正提供了与众不同的产品

云南白药和健康元凭借其独特的产品类别在该指标上得分最高。尤其是云南白药,其核心的白药系列产品不仅处方、工艺列为国家保密范围,并且多年来入选国家医保甲类药品目录,品牌获得国家级背书。

中国消费者对各医药品牌就自身利润和对消费者的关怀度具有正面看法

受访者普遍认为中国医药品牌更注重为消费者提供更高的关怀度而不是利润,这侧面反映了中国医药市场的监管制度,以及中国医疗保障制度的不断完善。

产品种类齐全

三大行业巨头在该指标得分较高,分别为国药集团49%,上药集团51%,广药集团44%。和前两者主要专注于西药领域不同,广药集团在该指标的得分还收益于其同时生产西药和中医药,尤其在中医药领域拥有多个明星产品。

品牌漏斗

认知度:云南白药以高达97%的认知度得分领先

云南白药以高达97%的认知度得分领先,同仁堂紧随其后(94%)。人福医药在该指标得分略低(23%)。

调研中的三大医药集团在认知度上的得分在各个城市中都较为平均,结果分别为:国药集团85%,上药集团56%,广药集团63%。国药集团在研发新冠疫苗中做出的贡献使其成为家喻户晓的品牌。

一些品牌在这一指标上体现出很强的地域性。例如石药集团,它在中国北方城市如济南得分79%,北京得分72%,但在南方城市的认知度具有明显落差。天士力在该指标得分中也呈现出类似特点。尚未在全国范围内达到一定的认知水平,这也是一些品牌的得分落后于国药、上药和广药集团的主要原因。

熟悉度:云南白药再次领跑

各品牌熟悉度表现和认知度表现类似,高达67%的受访者表示熟悉云南白药品牌,同仁堂紧随其后(63%)。国药集团和广药白云山也表现优异,得分分别为45%和41%。

人福医药、天士力和健康元得分较低,熟悉度得分区间为5% 到10%,主要是因为这些品牌在面向消费者的产品种类范围有限。

考虑度:云南白药和同仁堂得分分别高达99%98%

在熟悉云南白药和同仁堂品牌的受访者中,分别高达99%和98%的人会考虑选择使用他们的产品。国药集团,上药集团,华润三九,哈药集团,广药集团均获得了超过90%的考虑度得分。

广药集团旗下家喻户晓的产品如王老吉凉茶,白云山板蓝根颗粒为其在该指标的良好表现有重大贡献。广药集团白云山制药总厂也是全国最大口服抗生素生产企业,拥有口服抗生素第一品牌“抗之霸”。拳头产品头孢硫脒是目前唯一一个由中国人自己研发的头孢菌素。

声誉度和推荐度

声誉度

广药集团声誉度得分7.7,旗下品牌陈李济、王老吉都是拥有悠久历史的“老字号”,而板蓝根、小柴胡颗粒等在中国历史上有记载的几次瘟疫中都发挥了重要作用,这些都对广药集团的高声誉度带来了重大贡献。

中医药组品牌的声誉度平均得分为7.8,高于西药组的平均得分7.5,彰显了传统中医的历史和文化的积淀对声誉度的正面作用。

国药集团以8.0的声誉度得分位居西药组品牌榜首。国药集团旗下拥有1500余家子公司以及六家上市公司。国药集团的物流和分销配送网络为超过23万的公司客户提供优质的服务。

推荐度

云南白药和同仁堂以8.3/10的得分并列第一。广药集团也取得了7.8的高推荐度得分。入选国家及各省新冠肺炎诊疗方案的中医药产品中,广药集团在产的就有10个,显示了国家对广药集团产品的认可和背书。

国药集团和复星医药是西药组中唯一两个推荐度得分高于8的品牌。复星医药2020年与BioNTech (全球知名的辉瑞-BioNTech疫苗背后的德国生物技术公司) 达成了战略合作协议,共同在中国大陆及港澳台地区开发、商业化基于mRNA技术平台研发的针对新冠病毒的疫苗产品。

步长制药在18-34岁年龄段的受访者中表现最佳,推荐度得分8.5/10。公司专注于将传统中医现代化,获得年轻群体的欢迎。

点击此处查看完整版Brand Finance 2021年中国医药品牌价值和品牌强度评估报告

ENDS

Note to Editors

每年,Brand Finance 都将全球最有实力的超过5000个品牌纳入估值范围,并评估出最有价值和品牌强度最强的品牌。每年对不同国家和不同行业的品牌进行排名,并发布近100份报告。《Brand Finance 2021年中国医药品牌价值和品牌强度评估报告》收录了最具价值和品牌强度最强的中国医药品牌前15名。

完整的排名、行业洞察、图表、有关方法的更多信息以及关键术语的定义见《《Brand Finance 2021年中国医药品牌价值和品牌强度评估报告》完整版

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Konrad Jagodzinski
Communications Director
Brand Finance
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Associate Communications Director
Brand Finance

About Brand Finance          

Brand Finance is the world’s leading brand valuation consultancy. Bridging the gap between marketing and finance, Brand Finance evaluates the strength of brands and quantifies their financial value to help organisations of all kinds make strategic decisions.

Headquartered in London, Brand Finance has offices in over 20 countries, offering services on all continents. Every year, Brand Finance conducts more than 5,000 brand valuations, supported by original market research, and publishes nearly 100 reports which rank brands across all sectors and countries.

Brand Finance is a regulated accountancy firm, leading the standardisation of the brand valuation industry. Brand Finance was the first to be certified by independent auditors as compliant with both ISO 10668 and ISO 20671, and has received the official endorsement of the Marketing Accountability Standards Board (MASB) in the United States.

Methodology

Definition of Brand

Brand is defined as a marketing-related intangible asset including, but not limited to, names, terms, signs, symbols, logos, and designs, intended to identify goods, services, or entities, creating distinctive images and associations in the minds of stakeholders, thereby generating economic benefits.

Brand Value

Brand value refers to the present value of earnings specifically related to brand reputation. Organisations own and control these earnings by owning trademark rights.

All brand valuation methodologies are essentially trying to identify this, although the approach and assumptions differ. As a result, published brand values can be different.

These differences are similar to the way equity analysts provide business valuations that are different to one another. The only way you find out the “real” value is by looking at what people really pay.

As a result, Brand Finance always incorporates a review of what users of brands actually pay for the use of brands in the form of brand royalty agreements, which are found in more or less every sector in the world.

This is known as the “Royalty Relief” methodology and is by far the most widely used approach for brand valuations since it is grounded in reality.

It is the basis for our public rankings but we always augment it with a real understanding of people’s perceptions and their effects on demand – from our database of market research on over 3000 brands in over 30 markets.

Brand Valuation Methodology

For our rankings, Brand Finance uses the simplest method possible to help readers understand, gain trust in, and actively use brand valuations.

Brand Finance calculates the values of brands in its rankings using the Royalty Relief approach – a brand valuation method compliant with the industry standards set in ISO 10668.

Our Brand Strength Index assessment, a balanced scorecard of brand-related measures, is also compliant with international standards (ISO 20671) and operates as a predictive tool of future brand value changes and a control panel to help business improving marketing.

We do this in the following four steps:

1. Brand Impact

We review what brands already pay in royalty agreements. This is augmented by an analysis of how brands impact profitability in the sector versus generic brands.

This results in a range of possible royalties that could be charged in the sector for brands (for example a range of 0% to 2% of revenue).

2. Brand Strength

We adjust the rate higher or lower for brands by analysing Brand Strength. We analyse brand strength by looking at three core pillars: “Investment” which are activities supporting the future strength of the brand; “Equity” which are real perceptions sourced from our original market research and other data partners; “Performance” which are brand-related measures of business results, such as market share.

Each brand is assigned a Brand Strength Index (BSI) score out of 100, which feeds into the brand value calculation. Based on the score, each brand is assigned a corresponding Brand Rating up to AAA+, in a format similar to a credit rating.

3. Brand Impact x Brand Strength

The BSI score is applied to the royalty range to arrive at a royalty rate. For example, if the royalty range in a sector is 0-5% and a brand has a BSI score of 80 out of 100, then an appropriate royalty rate for the use of this brand in the given sector will be 4%.

4. Brand Value Calculation

We determine brand-specific revenues as a proportion of parent company revenues attributable to the brand in question and forecast those revenues by analysing historic revenues, equity analyst forecasts, and economic growth rates.

We then apply the royalty rate to the forecast revenues to derive brand revenues and apply the relevant valuation assumptions to arrive at a discounted, post-tax present value which equals the brand value.

Disclaimer

Brand Finance has produced this study with an independent and unbiased analysis. The values derived and opinions presented in this study are based on publicly available information and certain assumptions that Brand Finance used where such data was deficient or unclear. Brand Finance accepts no responsibility and will not be liable in the event that the publicly available information relied upon is subsequently found to be inaccurate. The opinions and financial analysis expressed in the study are not to be construed as providing investment or business advice. Brand Finance does not intend the study to be relied upon for any reason and excludes all liability to any body, government, or organisation.

The data presented in this study form part of Brand Finance's proprietary database, are provided for the benefit of the media, and are not to be used in part or in full for any commercial or technical purpose without written permission from Brand Finance.

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