LSD制定计划启动

LSD2014Reviewand2015MarketingPlanStephenZhangG.China:25unitsin75daysWW:120unitsin75days20%LSD2014KeyProductsPerformanceKeyProduct201220132014Growth%GrowthPriorYear

ChemiTouch002525N/AMP55831001720.5%XRS+230178177-1-0.6%GelDocEZ79808556.3%XR+461424363-61-14.4%LSD2014PerformanceandPriorYearOverview2012FullYearActualSales2012FullYearPlan%AchieveRatePriorYearTotal2011%GrowthPriorYear22,84225,78889%23,280(2%)LSDConsumableLSDTotal(kUS$)2012DG:~800kUS$KeyProductLineAnalysisLSDKeyProductline(8.1%)(23.8%)(-520kUS$)5.5%6.4%GE2D:~(-30%)2014FX+SpotCutter:680kUS$LSDPerformancebyDistributor/RegionRegionDistributorLSDRevenueGrowthRateContribution20132014East1BaoCheng

2,229

2,165-3%9.9%East2Shanghai

2,564

2,313-10%10.6%RunYa

1,832

1,9728%9.0%Central&WestBioLegend

1,274

1,3566%6.2%Bio-Bri

1,623

1,89016%8.6%SouthHaoYang

2,662

2,184-18%10.0%North1BaiRuiDe

913

1,08219%4.9%Huili

1,147

1,1480%5.2%DingYong

685

87327%4.0%North2YouHope

2,181

2,1840%10.0%TengLing

883

772-13%3.5%DirectSalesSolution

977

1,40043%6.4%BioPharma

460

59529%2.7%HongKong

687

86526%3.9%

TaiWan

1,535

1,110-28%5.1%KeyInstrumentsbyDistributor/RegionRegionDistributorGelDocXR+GelDocContributionGelDocXRS+ChemiDocMPCDTouchChemiDocContribution201320142014201320142013201420152014East1BaoCheng444312.1%20168628.3%East2Shanghai39339.3%157181327.6%RunYa31215.9%313234213.2%Central&WestBioLegend37185.1%16182317.6%Bio-Bri32246.8%201071058.7%SouthHaoYang544512.7%121915338.7%North1BaiRuiDe18123.4%1276414.2%Huili23257.0%1083324.5%DingYong15174.8%753503.5%North2YouHope57236.5%1822817214.2%TengLing17205.6%545925.2%DirectSalesSolution467019.7%3113706.3%BioPharma120.6%306401.4%HongKong610.3%200712.8%

TaiWan810.3%771403.8%KeyConsumableAnalysisLSDKeyConsumable2.6%(10.6%)US$0.4%(23.9%)(48.2%)ConsumablePerformancebyDistributor/RegionRegionDistributorLSDConsumableGrowthRateContribution-ConsumableContribution-Hardware20132014East1BaoCheng

290,921

281,816-3%11.2%9.5%East2Shanghai

320,392

228,758-29%9.1%10.5%RunYa

239,915

195,039-19%7.7%8.9%Central&WestBioLegend

79,255

99,79626%4.0%6.3%Bio-Bri

98,736

126,41328%5.0%8.9%SouthHaoYang

256,857

311,98621%12.3%9.4%NorthWoEn

449,684

396,967-12%15.7%31.2%DirectSalesSolution

22,577

38,00768%1.5%6.8%BioPharma

100,042

126,48326%5.0%2.4%HongKong

298,486

322,2218%12.8%2.7%

TaiWan

487,718

398,715-18%15.8%3.6%ImagingSystemMarketingDynamicTotal8.8MUS$,FlatTotal16.6MUS$,GrowthRate~5%GelImagingSystemCompetitionLandscapePricePerformance&EasyofuseLocalBrands5kUS$10kUS$GelDocEZRepackingandPricingKUS$DifferentiationGelDocProductsbyStain-freeTechnologyStain-freetechnologypromotioninacademicmarketsegmenttodifferentiateXR+andEZfromcompetitorsStain-freetechnologyeducationtosalesteamandcustomersBundlingsaleswithelectrophoresisandChemisystemConvertbiopharmaceuticalGelDocpotentialstoGS900systemandBiologicsWorkflowtoavoidcompetitionHigherresolution,QuantitationIQ/OQ,32CRFcomplianceCompetewithlocalbrandsandsellGelDocEZ(w/oSF)tolowbudgetcustomersFlexibleconfigureandflexiblepriceEasytouseConcept“separatelyimagingandcuttinggel”ChemiImagingSystemCompetitionLandscape

SensitivityEase-of-UseLAS500ChemiDocXRS+/MPCDTouchLAS&AI600

FilmChemiImagingSystemCompetitorsCompetitorCompanyAttributesProductAttributesPriceGECompanybrandnameisconsideredashightechnologyConvertingfromdirectsalestodistributionSuperCCDandsuperLensRealbestperformance$29,000$32,000$45,000SyngeneGenecompanysalesnetworkFastactiontomarketwithnewspecificationsHighspecification,bothresolutionandsensitivityWhenweupdatetheproduct,Syngeneisthefastestfollower$15,000~$35,000Alpha/UVP/Vilber/AzureFocusonImagingmarketFlexiblesaleschannelsHighresolutionorotherapplicationsLowerpricewhenbiddingMuchlowerthanBio-Rad(morethan30%)DifferentiationwithCompetitorsbyV3WorkflowandTPNTechnologyV3workflowpromotionContinuelabbylabV3&TPNmini-seminarstoeducatecustomersandbuildbrandimageCombineonlinewithonsiteseminartomaximizeaudienceEnhancecustomerexperiencebyroutineV3university(monthlyinBeiJingandShanghaioroutsite)V3promotionthroughwebsiteandpublicityplatform(WeChat)PenetrateV3workflowadoptionCollaborationwithkeyopinionleaderstobreakthroughV3workflowadoptionandbuildV3referencelabsSpecialconsumablesupplypolicytoencouragekeyaccountstoadoptworkflowconsumablesHighprioritytechnicalsupporttoV3workflowuserstoensurevalueidentitybykeyaccounts

LeverageChemiImagingSystembyV3Promotion

BuildLeadershipbyCDTouchValueIdentityand

EncourageSalesTeamtoGraspMarketShareExtensivedemocampaignandtacticallytargetingtoGEandfilmcustomerrealizehighperformancefeatureTrackingalldemotoensuregoodperformanceanduserexperienceFocusonconvertingKOLsfromGEandfilmtoinfluenceotherpotentialsContinuouslykeepsalesenthusiasmbysharingsuccessfulstoryandcompetitiondataHighprioritysettingforsalesteamNolosttoGETechnicalsupportpriority

DemoCampaignChainDistributorFAS/SalesBio-RadFAS/SalesBio-RadSalesManager/MarketingPlanningTrackingExecutingBio-RadCustomerFeedbackHelpCommunicationBestPlanningandExecutingKeyProductBreakthroughtoDriveBrandPenetrationKeyproductbreackthroughDualColorStandardaggressivepricingstrategytodrivebrandpenetrationandleverageallconsumables(~20%lowerthanFermentas)Bio-Rad,5%LT,15%Handcast,80%Bio-Rad,5%Fermentas,75%LocalBrand,20%Millipore,10%Agarose,60%Bio-Rad,0%LT,30%Bio-Rad,15%GE,10%Millipore,75%Bio-Rad,10%Thermo,30%LocalBrand&Others,25%Millipore,35%IPkit GelMarkerMembraneSubstratePricePerformanceConviencePriceConviencePricePerformancePricePerformancePriceKPDIncreaseElectro-WesternConsumableAwarenessTotalelectro-westernconsumablesolutionpromotionEffectiveTools(consumablebrochure)andpromotionFocusonkeyproductstoincreasemarketshareandformuserhabbitSurebeadsProteinStandardValidatedwesternblotantibodiesContinuetheprecastandfastcastgelpricetestingandfollowedbyproperpricingadjust

AgendaSureBeadsandPrecisionAb™antibodiesSampletrialcampaigntoconvertpotentialsLeverageInvitrogenbeadsusersconvertingbybetterperformanceandlowerpriceMaximizePrecisionAbantibodiestrialcampaigncoveragebymulti-channelpromotionAdsandeblastcampaignProductpromotionandintroductionthroughSocialMediatomaximizeaudienceBreakthoughinkeyaccountlabsforquickrevenuerealizationandreferenceinfluenceBundlingsaleswithChemiimagersforquickbreakthough

WeChatPlatformofCRM

DirectcommunicationwithcustomerTimelyresponseandsupporttocustomerCustomerdatabasePushproductinformationAllbasedonadynamic,effective,attractive,interactivemodelCustomerBio-RadDirectCommunicationwithCustomerCustomerAdvantages:CustomerdatabaseCasetrackingBio-RadprofessionalsupportIT-picture,video,hyperlinkProductpromotionCallCen