| Distribution
Network
Our Group's principal market is
the PRC which generated approximately 93.1% of our Group's total
sales in FY2003. We also sell active ingredients overseas, mainly
to North America and Western Europe. Export sales constituted
approximately 6.9% of our Group sales for FY2003.
A majority of our sales in the PRC are made through our distribution
network to hospitals and drug retail outlets. We have an extensive
distribution network covering 30 provinces, municipals and autonomous
regions in the PRC. As at 31 December 2003, we supply to approximately
1,300 hospitals mainly through approximately 250 distributors.
We also supply directly to these hospitals. As at 31 December
2003, approximately 98.1% and 1.9% of our pharmaceutical drugs
are sold to hospitals and drug retail outlets respectively.
We currently have 35 sales support offices supporting, managing
and monitoring our distribution network. These sales support offices
also help to control the way our products are handled along the
distribution channels until they reach the customers. A simple
illustration to show the distribution channel
through which we distribute our products is as follows:

Our products are supplied mainly to distributors who distribute
our products within designated regions in a province, the province
itself or more than one province, depending on their financial
strength and track record. Most of them have been with us for
a number of years and were selected based on whether they
satisfy the national GSP requirements, have sufficient financial
resources, comprehensive distribution network and transport facilities.
We have entered into formal annual distribution and sales agreements
with all our distributors. We review the performance of these
distributors annually and may discontinue
and substitute non-performing distributors. We also monitor the
prices along the distributorship channel to hospitals and drug
retail outlets.
Our subsidiary, Luye Drugs Trading, undertakes the business of
distributing other pharmaceutical products in the PRC, mainly
in Yantai, Shandong.
Our distributors for domestic sales are appointed on a non-exclusive
basis on the following terms and
conditions:
(a) the term of appointment is for a calendar year;
(b) the distributors undertake to place a certain amount of orders
per year; and
(c) a percentage of payments received by the distributors will
be retained in payment of the distributorship services. This percentage
is in accordance with the guidelines from the relevant PRC government.
In addition, if the distributor is able to receive payment for
the drugs sold within a certain time frame and forward the payment
to us, we will pay a small percentage of this forwarded payment
as additional incentive.
With respect to the sale of active ingredients overseas, contracts
are entered into with our distributors for a period of between
one to five years. There are two methods through which active
ingredients may be sold overseas. One is where the distributor
provides us with the contact details of the ultimate customer.
In this case, we will receive orders and bill the customer directly.
The distributor will be paid a commission based on a certain percentage
of the sale amount. Alternatively, we may sell the active ingredients
to the distributor for his own sale overseas. No commission will
be paid in such a situation. We are not dependent on any major
distributors.
Our Sales and Marketing Team
Our marketing activities are led by our Executive Officer, Mr
Diao Hai Peng, who reports to our Executive Chairman, Mr Liu Dianbo.
60% of our sales and marketing team have a tertiary education
and the relevant medical background. As at 31 December 2003, our
marketing team comprises 245 personnel (including 32 sales and
marketing personnel employed by Luye Drugs Trading) and is divided
into the
following departments:
(a) Marketing Department
Our marketing department is responsible for the promotion of
our products and company image. It conducts market surveys and
analysis of competitors, formulates our sales and marketing strategies
and oversees their implementation. Our marketing department is
also responsible for the training of our sales and marketing personnel
to enhance their effectiveness and professionalism. As at 31 December
2003, there are six personnel in this department.
(b) Prescription Drugs Sales Department
The prescription drugs sales department is in charge of providing
technical support to hospitals to ensure proper use of our products,
as well as smooth delivery of our prescription drugs to our distributors.
This department comprises 131 personnel as at 31 December 2003.
(c) Non-prescription Drug Sales Department
This department is in charge of despatching our OTC products,
comprising mainly Olai (Compound Sodium Aescinate Gel) , to drug
retail outlets. As at 31
December 2003, there are 68 personnel in this department of whom
35 are responsible for OTC sales in hospitals, 17 for OTC sales
in drug retail outlets and another 16 for OTC sales in Guangdong.
(d) Commerce Department
Our commerce department, which comprises four personnel as at
31 December 2003, is mainly responsible for the preparation of
tender documents, delivery and maintaining records of contracts
entered into with distributors of our products.
(e) International Business Department
Our four personnel in this department are responsible for marketing
our products overseas and for all aspects of overseas sales, from
the execution of contracts to shipment and payment collection.
Our marketing activities are targeted at providing an understanding
of the characteristics and applications of our products. Due to
government prohibitions against advertisements, we market
our products in the following manner:
- participation in academic seminars organised at state, provincial
and local levels as well as
hospitals;
- co-operation with Zhonghua Medical Association , China Pharmaceutical
Association , Zhonghua Orthopaedics Magazine and Zhonghua Medical
Information News to develop further specialised education programmes
for doctors and pharmacists;
- personal visits to hospitals to gather any feedback on our
products as well as to solve any problems encountered in the
administration of our drugs;
- participation in state and local exhibitions such as the Pharmaceutical
Trade Fair held in Chengdu in 2003; and
- limited advertisements on our web-site and media targeted
at professionals such as the China Nursing Magazine , the China
Orthopaedic Magazine
and the China Jizhu Jisui Magazine .
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