Recently, BD Medical, an internationally renowned medical device manufacturer, released its 13th fiscal year financial report, showing that China has risen rapidly with more than 20% growth in revenue and surpassed Japan as BD's second largest market. Executive Vice President and Chief Operating Officer of BD, Williamma.KOZY, said BD will further accelerate its localization in China and meet the needs of the Chinese market.

“The Chinese market has a large area, and there are huge differences across regions. The demand varies. A single product cannot meet all needs.” Williamma.KOZY elaborated on BD’s local strategy. “An important role for our front-line business executives is to communicate In order to understand the specific needs of the region, taking venous needles as an example, BD has a variety of products for large hospitals and small hospitals with 2,000 beds in Shanghai.Williamma.KOZY added: “We will expand our R&D and production The transformation includes bringing products suitable for the Chinese market to China, introducing products that are suitable for local market price positioning, and providing appropriate services and education. ”

Not long ago, BD Global launched a product portfolio optimization project for the Chinese market, and the R&D work focused on the Chinese market will also become the top priority for the BD China R&D R&D team.

In addition to the scientific layout of the second and third tier markets, the addition of offices in second and third tier cities, and the establishment of regional key initiatives, BD will also seek the feasibility of cooperation and mergers with local companies.

At present, the work of selling products to more distant prefecture-level cities is mainly done by the BD channel management department and distributors. WILLIAMA.KOZY said: "Last year we started a new project and cooperated with Sinopharm to distribute products from BD's different business units to comparative markets in pilot regions in four provinces. We changed the previous channel distributor only. Instead of launching one or several product models, it is through a nationwide medical pharmaceutical distributor that is responsible for launching our full line of products. This exploration model has achieved great success in the past year. In the future, we will also expand the Cooperation."

BD China currently employs about 3,000 people. BD's talent strategy is no more than external recruitment of talent and internal training and promotion of the two mechanisms. In the past two years, BD has refined and added many new functional departments such as public policy, public relations and corporate communications, quality control, medical affairs, and large customer management. The demand for talented people is also self-evident. According to Tom Polen, president of BD Global Business Group, “BD is very focused on talent training within employees, including employee education and training, such as providing employees with 'Harvard Online Management Master' online learning resource support platform, and some cross-business cross The department's rotation projects, as well as training for "Leadership Development Program" and "Leadership Coaching Project" for different levels of employees.

When WILLIAMA.KOZY talked about talent, he mentioned two major changes. First, the transformation of the management structure. With the rapid development of the Chinese market, BD China's management function has been basically the same as the United States. The other is the change of the Chinese leadership team from overseas input to local Chinese recruitment and internal promotions. Of the BD China's more than 20 senior management team members, all are Chinese or Chinese, except for the vice president of finance and R&D director of R&D.