Market Analysis
Journal of Medical Marketing (2007) 7, 18–24. doi:10.1057/palgrave.jmm.5050061
Marketing Strategy
The Chinese pharmaceutical market: Dynamics and a proposed investment strategy
Hu Yuanjia1, Carolina O.L. Ung2, Bian Ying3 and Wang Yitao4
Correspondence: Wang Yitao, ICMS, University of Macau Av. Padre Tomás Pereira S.J. Taipa, Macao, China. Tel: +853 3974691; Fax: +853 841358; e-mail: ya47404@umac.mo
1is a PhD student and graduate assistant at the Institute of Chinese Medical Sciences, University of Macau and graduated from China Pharmaceutical University in 2001. He has participated in one research project of the Ministry of Science & Technology of China and published over ten academic papers.
2is a graduate student of the Institute of Chinese Medical Sciences, University of Macau and graduated from the University of Sydney, Australia in 2001.
3is Assistant Professor at the Institute of Chinese Medical Sciences, University of Macau and graduated from Shandong University in 1993. He has completed 20 research projects from the national ministry or bureau, the World Health Organization and World Bank, and published over 60 papers in Chinese and international academic journals.
4is the Director of the Institute of Chinese Medical Sciences, University of Macau and graduated from Chengdu University of Traditional Chinese Medicine in 1982. He is also Director of International Research Center of Medicinal Administration, Peking University, and the chief researcher and PhD supervisor of China Academy of Traditional Chinese Medicine. He has completed ten research projects from the national ministry or bureau and published over 50 academic papers and three books.
Abstract
The pharmaceutical industry in China has undergone dramatic development over the past two decades. From a poor agricultural country, China has now become a country with an increasingly strong economy and, more significantly, the eighth largest pharmaceutical market in the world with more than US$8bn total sales in 2004. This paper describes the distribution pattern of the pharmaceutical industry in China, explores the reasons of the emergence of this pattern, and provides investment suggestions to foreign investors who are considering moving into the pharmaceutical market in China. Analysis of the Chinese pharmaceutical industry reveals: (1) most pharmaceutical firms are located in the southeastern zone, which includes two well-developed areas and three sub-developed areas; (2) the development of the pharmaceutical industry in China is predominantly driven by economy factors; (3) there is a slightly changing market distribution pattern from the micro angle, while the general pattern remains steady from the macro angle and (4) the pharmaceutical industry in China is extensively fragmented. The major constituent factors of these features are: (1) misconceptions of the profitability and growth of the pharmaceutical industry, (2) unnecessary political competition between regions and (3) excessive exploitation of regional administrative power. Finally, it is suggested that the foreign investors should concentrate on the southeastern zone that includes two well-developed areas and three sub-developed areas.
Keywords:
China, fragmentation, investment, market distribution pattern, pharmaceutical industry

