How Manufacturers Rethink Their Relationship with Drugstores

From “Dependency” to “Independence”: A Manufacturer’s Reconstruction Strategy

Collecting “Voices” Without POS Data

Since major drugstores do not disclose POS data, manufacturers have no choice but to gather consumer insights on their own.

One effective approach is conducting small-scale surveys or in-depth N=1 interviews (N1 analysis) with specific users. While these methods may not yield precise numerical data, they capture “why they bought it” or “why they didn’t pick it up”, delivering consumer insights with emotional depth 👂✨. Accumulating these micro-level insights can eventually provide valuable hints for determining brand direction and product promotion strategies.

Online Channels: A Place to “Sell” and “Listen”

In recent years, more manufacturers are establishing direct connections with consumers through their own e-commerce sites and social media advertising.

Sales data from e-commerce platforms
Reactions to social media campaigns
Product reviews and comments

These channels offer a treasure trove of real consumer emotions 💡—insights that traditional drugstores cannot provide. Online platforms are no longer just for selling products but are now vital information assets for marketing and product development.

Not Just Expanding, But Distributing Channels

Escaping dependency on a single retailer requires more than just adding sales outlets. The key is distributing the weight of sales channels. For example:

Partnering with drugstores in other regions, such as Japan’s “Matsumoto Kiyoshi.”
Collaborating with local select shops to diversify sales portfolios.

This strategy balances bargaining power by avoiding over-reliance on one retailer 🧭. Such an approach is also effective in the Hong Kong market. Even in the Manning’s-dominated structure, developing alternative sales channels can help manufacturers shift from dependency to a more balanced and empowered relationship.

Can “Independent Manufacturers” Thrive?

In Hong Kong’s drugstore market, it is challenging for manufacturers to gain dominance. Nevertheless, by proactively collecting information and diversifying sales channels, manufacturers can gradually transition from being “just another supplier” to becoming a chosen partner. From “dependence” to “co-creation.” The first step is rebuilding relationships with consumers through direct efforts 😊. (Continued…) 📌 Note: This series mainly explores the relationship between drugstores and manufacturers in the Hong Kong market.