"Yaomao" recognizes planting?No longer only take high -end positioning, in the future, focus on taking the amount

Author:Kenji Bureau Time:2022.09.15

Lu Jianming, chairman of Tong Ce Medical, finally "recognized".

On the evening of September 14, Tongce Medical Announcement stated that it would repurchase about 500,000 companies' shares through centralized bidding transactions. The total funds were between 10 and 20 million yuan, and the price per share did not exceed 196.23 yuan.

Lu Jianming has publicly said: Tongce Medical's stock price will never repurchase less than 30 yuan. Of course, this may be angry. Because on September 8th, the dental implants price specification scheme came out, the service fee of 4,500 yuan/piece was considered better than expected. The dental industry ushered in a good benefit. The company's stock price rose continuously.

As early as September 7, the draft of the Tongce repurchase plan was released, which was a day earlier than the good news released by the Medical Insurance Bureau.

On September 9, Lu Jianming bluntly said at the institutional survey: The plan of the Medical Insurance Bureau helps increase the penetration rate of the dental implants market.

There are also "3,000 yuan of dental implants"

Lu Jianming believes that the dental implants of the Medical Insurance Bureau this time are a big advertisement for the industry.

The pricing of tens of thousands of dollars every other time makes the dental implants be tagged on the "sky -high" label. It is obviously a consumer medical product, but it is difficult to popularize. Data show that as of 2020, there are less than 30 dental implants per 10,000 people in China. In contrast, this number can reach 600 people in South Korea, Israel and other countries.

Therefore, Lu Jianming believes that the greatest benefit brought by the rectification of dental implants is to increase market penetration.

Lu Jianming said: Among the 1.4 billion people in China, "the more important is quantity, not a high pricing." Price rectification is particularly helpful to increase the awareness of dental implants in the second- and third -tier markets.

This is the most needed for Tongmei Medical.

Among the revenue composition of Tongcate Medical, the largest proportion has always been a comprehensive treatment section that includes a number of businesses such as dental pulp, periodic period, and oral surgery. The performance of planting, orthodontics, and pediatrics has been divided into autumn colors in recent years. But after the epidemic in 2020, the plantation sector gradually lags behind the other two:

In 2021, orthodontics and pediatrics exceeded the 500 million yuan mark, while the plantation sector was only 441 million yuan. In the first half of this year, Tongce Medical's planting income increased by 6%year -on -year, but the total number of pediatric business was still lost to the overall decline.

Tongce Medical is anxious to find a "expansion" method for dental implants, and dental implants are the best "Dongfeng" to improve dental implants.

Lu Jianming said that in the future, the company's "markets for low -cost dental implants markets, high -end markets, and high -end markets will be involved in the low -cost dental implants markets caused by competition."

This statement is very different from previously. In October last year, Tongce Medical had emphasized in the investigation that the company would maintain the principle of 70%-80%of the income of more than 10%of customers, insisting on locking in high-end customers, so they were not worried about dental implants.

Nowadays, the cost of dental implants in public hospitals must be beaten, and the strategy of keeping medical care to adhere to high -end may not work.

Lu Jianming, who is famous for his "mouthlessness", will actually "see the wind to make the rudder."

The low -end market has previously been a weak link in Tongmei Medical. The company has admitted in the 2021 annual report that due to the late entering market, the company's share in the low -end market of the oral cavity is not high. The relevant "strategy is still in the in -depth stage of exploration" Essence

How "fragrant" is the low price market?

In 2012, Ryl Group, which focuses on the high -end market for more than ten years, established the "Ruitai Oral" in the low -end project. In ten years, the number of new stores with a "close people" brand reached 60 It has increased to 49.4%over the way, basically reaching the same as the company's high -end brand "Ryl tooth".

Especially at the moment of public consumption willingness to decrease, Tongmei Medical finally understands how important the market sinks is. At the performance meeting in August this year, in the face of questions about the collection of dental implants, Lu Jianming bluntly stated: Tongce Medical also has 3,000 yuan and 3,500 yuan a dental implants. Multi -customers come to "enjoy the service of this price".

It can be said that the current rectification of dental implants is the key to whether Tongmei Medical can successfully cut into the low -end market.

Doctors' reserves are the key

In order to cooperate with the strategy of entering the low -end market, at the survey on the 9th, Tongmei Medical said that in the future, it will "cultivate more doctors and increase the supply and treatment of diagnosis and treatment."

Expansion not only requires money, but also people. With the help of the "Dandelion Plan", a large number of hospitals should be opened in a short period of time, and they must also be matched with corresponding people. Tongce Medical said at the investigation meeting that 8 to 10 dandelion hospitals will be opened in the second half of this year. At that time, these new talents in Tongce Medical Reserve may also play an important role in these new hospitals, and will also become the main force of Tongmei Medical to increase the supply of diagnosis and treatment.

Compared to mature dentists who need to spend hundreds of thousands or millions to dig at every turn, cultivating itself can effectively reduce costs by yourself. This is also a model adopted by most private dental hospitals.

The semi -annual report shows that Tongce Medical has more than 1,000 new medical talents in the first half of this year, which led to an increase of more than 40 million yuan in labor costs. On average, the monthly investment cost of each medical staff is less than 7,000 yuan, which is not much.

Dandelion Hospital undertakes the heavy responsibility of playing brands in various provinces for Tongmei Medical. In the short term, it is densely established. Medical staff are mainly novice, and the profitability is naturally limited. According to data released by Tongce Medical, the company's overall net profit margin was 26.05%in the first half of this year, but the overall net interest rate of 26 dandelion hospitals was only 5.5%, which was the existence of hinders. However, Tongmei Medical cannot lack these "dandelions", and it has already clarified the overall strategy of seizing the low -end market. Tongmei Medical should promote the dandelion hospital greater.

Tongce Medical has relaxed the assessment indicators of the General Institute and released a large number of resources in the general hospital. It is hoped that through this idea, it will drive the business capabilities of dandelion hospitals. Lu Jianming has already thought about it: high -priced services can be done by the best doctors, and the medical service fee of young doctors can be very low, forming a "staircase charging" market.

At present, Tongce Medical has reserved human resources for dandelion hospitals to expand. It has established talent bases in Chengdu, Xi'an, Wuhan and other places. The level of recruitment doctors is better than Hangzhou.