Can a challenger like the multinational giant of medical equipment ring through the film?

It took less than five years for Lian Ying Medical to become a world-class Chinese medical equipment company in 10-15 years. GE, Siemens, and Philips have begun to pay attention to this Chinese company, and they have already made some moves in tactics. Although the current joint film medical treatment is hot, how can we break through in the monopoly market? What methods are used to attack the market? This is something that the new company must consider now. After all, he has not really started to make a profit.

According to the British survey company Espicom, China's medical device market reached about 20 billion US dollars in 2014, ranking fourth in the world. It will reach 33 billion US dollars by 2017, becoming the second largest market in the world after the United States. what does this mean? The cake is big, come fast!

On March 25th, the 28th International Medical Instruments and Equipment Exhibition (hereinafter referred to as the “Exhibition”) was opened in Beijing. The same scene as in the past is the long-term monopoly of China's high-end medical equipment market such as nuclear magnetic resonance and CT, and is also joined by GE, Philips and Siemens, which are collectively known as “GPS”, to promote their new products. The difference is that, adjacent to the GPS booths, there is a domestic medical equipment company with similar exhibition areas and even similar styles - Shanghai Lianying Medical.

In May 2014, Xi Jinping inspected Shanghai Lianying Medical, which made this medical equipment company less than four years old a concern; in the second half of 2014, its products officially began to sell, and by the end of the year, the order volume was 1 billion yuan; At the beginning of the year, Lian Ying confidently revealed to the media that in 2015 they doubled their performance and completed the order of 2 billion yuan.

Since its launch, Shanghai Lian Ying has been recognized by the industry and the media as “the most threatening challenger in the eyes of multinational companies”.

The author walked into the exhibition and visited “GPS”. When they mentioned to them that the market competition changed after the appearance of the film, their unanimous answer was: “Now the competition is diversified, and the hospital is allowed in the same capacity and level. It is a good thing to have a more choice." However, the entry of the film has indeed caused many changes in this market.

The most obvious change is that in the past, GPS occupied the high-end medical equipment market, and the pattern of domestic medical equipment companies competing in the low-end market has changed quietly; now, domestic medical equipment companies such as Lian Ying have begun to be in 100 domestic top three hospitals. The market has a share of the enthusiasm, while the giants have begun to sink into the grassroots, looking for business opportunities there, "mixed state" business has become the competitive subject of the current Chinese medical machinery market.

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Lian Ying products have only been listed for about 4 years. According to Lian Ying, as of March 2016, there are nearly 1,000 Lian Ying installed customers, of which more than 100 are top three hospitals. In the competition with multinational companies, it is possible to enter the top three hospital market, whether it is a pharmaceutical company or a device, it is worthy of a big book. Especially in the field of medical imaging, it is a monopoly of foreign companies, so it is possible to achieve such a performance. It is understandable that Lian Ying is regarded as the first horse in the field of local imaging to compete with foreign companies.

For the competition, Yan Hong, senior vice president of Lian Ying Medical, said that as a latecomer, Lian Ying's advantage is not only technology, talent, but Lian Ying to understand the Chinese market.

In 2015, the sales volume of Lian Ying products reached 1.5 billion yuan, of which the domestic market share of Lian Ying PET-CT and MR entered the top three. This is also the basis for Lian Ying to dare to say that "the time when foreign brands unify the world." However, from the performance point of view, this has some gaps with the goal that Lian Ying has disclosed to the outside world that the order volume has reached 2 billion yuan.

In this regard, Yan Hong believes that in the competition with multinational enterprises, it is not the products and technologies that Lian Ying needs time to break through, but the concept of hospitals and doctors. At present, domestic hospitals still have discrimination against local innovation, and there are skepticism about innovative products in both drugs and medical devices. Therefore, to change this concept, we must spend a lot of time educating.

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At the show, Siemens presented the MAGNETOM Skyra 3.0T MR, SOMATOM Definition Flash CT and other diagnostic imaging systems. According to Siemens personnel, the former is a widely used model, which can provide numerous sequences and powerful functions for NMR. The SMS (Simultaneous Multi-Slice) technology can simultaneously acquire multiple 2D images. Magnetic resonance enters the multi-layer era; the latter is known for its speed, the ECG-gated full chest scan takes less than 1 second, and the entire heart scan takes only 250 milliseconds, which greatly simplifies the workflow.

On the day of the show, GE Healthcare exhibited the first PET/MR device with innovative nuclear magnetic resonance technology and TOF-PET/MR with integrated synchronous scanning. According to GE staff, this series of products is a breakthrough in traditional medical imaging technology challenges. Based on accurate image quantification, it promotes the clinical application of molecular targeted imaging and imaging genomics. It is an innovative product for the integrated scanning of PET and MR in the industry.

According to GE staff, several multinational companies have launched new products for medical imaging equipment in the past two years, but GE has the best sales performance. “The sales in the last year were twice as many as the other four.”

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