Background

Aquaculture is the main way to improve the global supply of aquatic products, and in recent years, microbial epidemic and outbreak diseases have occurred worldwide in mariculture, severely limiting the healthy development of blue agriculture. With the development of aquaculture and fisheries and other industries, the phenomenon of antibiotic abuse continues to emerge.

According to statistics . In recent years the annual use of antibiotics in countries around the world up to 100 ~ 200,000 tons. Because the main means of controlling bacterial diseases in aquaculture animals is the use of antimicrobial drug therapy, a large number of antimicrobial drugs are used in all stages of the breeding process, due to incomplete understanding of pathogenesis, pharmacology and other aspects, there are high doses of a variety of drugs in the breeding process, such as mixed use of abuse, indiscriminate use of the phenomenon. Especially worrying is the rapid spread of multi-drug resistant bacteria and pan-drug resistant bacteria (also known as "superbugs") in the world, causing huge economic losses to countries and becoming one of the major threats to global sustainable development.

The ocean is Hainan's greatest strength and its greatest potential for the future. Hainan is the province with the largest marine resources in the country, with unique resource conditions and geographical advantages. Hainan is the province with the largest marine area in China, authorizing jurisdiction over a total area of 2 million square kilometers, accounting for 2/3 of China's marine use. it has many natural ports, as many as 68. According to statistics, the total output of aquatic products in Hainan Province in 2012 was 1.88 million tons, and the added value of fisheries was 21.6 billion yuan, of which the output value of marine aquaculture accounted for 35% and 64% of Hainan aquaculture respectively.

Solution

The aim of this project is to study drug-resistant microorganisms in the ocean and to design a portable marine drug-resistant microbial detector for this field. Currently, tools such as enzyme markers are available, but these devices are expensive and large in size, and the human-machine interface is mostly connected to a computer screen, which is not convenient to operate. Therefore, considering the cost, portability and ease of operation process, we developed a hardware system specifically suited to our needs. The system is relatively small, allows for fast inspection, friendly human-machine interface and easy operation.

Market Analysis

The urgent demand for microbial diagnostics promotes the rapid development of testing technology, and globally, the microbial diagnostics market currently accounts for 18% of the global biomedical market, or about $20 billion, with industry giant Mérieux accounting for the largest share, at 31%. Looking at the domestic market, the domestic microbial diagnostics market size in 2019 is 2.7 billion yuan; foreign companies (60%); domestic companies (40%); microbial diagnostic technology and instruments have also made great progress.

This product has a great market demand, microbiological testing in medical production, water quality and safety, customs inspection market share, government departments sampling 18.2 billion yuan, customs inspection and testing 3.6 billion yuan, water quality testing and safety 760 million yuan, medical drugs and equipment inspection 6.2 billion yuan, food companies 1.6 billion yuan. Market acceptability, compared to similar products extremely high cost performance and scientific nature will bring a wide range of promotional prospects and good socio-economic benefits.

Global market scale analysis

From the global speed of development of the quality testing industry, independent third-party testing organizations under the constraints of government regulation and industry self-regulation, the development rate is very fast, its openness, impartiality, fairness is increasingly recognized by the industry and the importance of society. The current worldwide inspection pattern is still dominated by testing organizations in Europe and the United States, but in emerging markets, such as China, India and other Southeast Asian countries and third-party inspection agency development, has shown a rapid growth trend, the next few years will maintain an average annual growth rate of 5%-7%, the global testing market size is expected to exceed 280 billion euros in 2022.

Automation and rapidity of microbial detection

Currently, bacterial drug resistance has become a major challenge in global public health and a worldwide problem of widespread concern to governments and society, and governments have introduced a number of measures to address it. To effectively curb the development of drug-resistant bacteria and ensure the rational use of antibiotics, microbiological testing is needed to provide rapid and accurate pathogenic diagnosis, and to propose timely and effective treatment plans in conjunction with clinical practice. The development of automated equipment has largely improved the speed and accuracy of testing, however, as the drug resistance situation becomes more and more severe, the sample volume of testing is also increasing year by year, and microbiological testing often involves multiple steps, and it is difficult to perfectly connect different steps of quality control, and the automation of a single or several steps to improve the efficiency is increasingly unable to meet clinical needs. In order to meet the needs of clinical testing, microbiological testing has developed in two directions in recent years. On the one hand, microbiological testing in the integration, intelligent road to speed: major manufacturers are no longer limited to the development of a single automated product, but on this basis, through process optimization, information integration and the latest technology on the various projects of microbiological testing, the introduction of a number of overall solutions, such as rapid identification and drug sensitivity solutions, branch rod detection overall solutions. Large manufacturers, has launched a microbiology laboratory fully automated solutions, such as Italy's COPAN WASPLab, BD's Kiestra, etc.. The development of intelligent and integrated clinical tests is the only way to optimize clinical microbiology laboratories and achieve true automation, as well as an important part of improving bacterial drug resistance monitoring and prevention and control. On the other hand, the development of bedside diagnostic instruments/reagents has been equally rapid. Bedside diagnostic products for screening important pathogens, identifying pathogenic pathogens and clarifying the susceptibility of anti-microbial drugs are fast, easy, efficient, low-cost, with short test cycles and low specimen usage, and are receiving increasing clinical attention.

Chinese Domestic Market Analysis

The level of diagnosis of infectious pathogenic microorganisms needs to be improved, and microbiological testing has become an industry windfall.

In 2017, the morbidity and mortality rates of infectious pathogenic microorganisms in China were 509.54 (1/100,000) and 1.43 (1/100,000), respectively, maintaining an upward trend. Relative to the world, the level of diagnosis and treatment of microbial infectious diseases in China is low, with HIV/TB prevalence and mortality rates of 3.6 (1/100,000) and 0.76 (1/100,000), respectively, with a large gap with developed countries. Rapid clarification of pathogens is the basis for effective infection control, and traditional microbiological testing has greatly limited its clinical use in China due to multiple steps and complex operations. New technologies such as PCR, mass spectrometry and NGS greatly complement traditional detection techniques, and microbiological testing is expected to usher in a breakthrough.

SWOT Analysis

Competitor Analysis

PCR method means that fluorescent substances are added to the reaction system, real-time fluorescence detection is realized by special instruments, and quantitative calculation of the template is carried out. It is the most commonly used nucleic acid detection method at present, and generally only takes 2 to 3 hours to get the test results.

The constant temperature amplification method avoids the temperature adjustment of the sample used in fluorescent PCR. The thermostatic device can complete amplification and chromatography detection, which is suitable for lower-level medical institutions and various application scenarios to realize POCT detection of pathogen RNA.

Sequencing can directly read the sequence of the nucleic acid bases, which is necessary for a new virus that is completely unknown. However, only a few companies have developed and put into production nucleic acid sequencing kits for the novel coronavirus.

CRISPR's detection technology is a new type of RNA detection that takes only a purified sample of nucleic acid molecules and can be detected in just one hour in three simple steps. At the moment, it's not very common.

Marketing strategy

STP marketing strategy

Market Segmentation:

The portable marine drug-resistant microorganisms are mainly applicable to the segments of intelligent medical care, food safety, environmental monitoring, drug testing, epidemic monitoring, etc. Through the microbiological testing, we can make accurate detection and correct evaluation of the degree of bacterial contamination in production, medical and living environments.

Market Positioning:

Our products provide users with fast and accurate testing and the entire sample testing time is greatly reduced compared to traditional culture methods. Moreover, our products are extremely cost-effective and positioned in a diversified target market as well as in the mid- to high-end market within a reasonable profit margin.

Target Market:

Our important target customers are the relevant university hospitals, various relevant laboratories of the relevant universities and the relevant industry enterprises in the city, gradually increasing the visibility in the province and establishing the brand image of our products.

4P marketing strategy

(1) Product strategy

During the development period, constantly carry out product development and updating, add new functions and create different styles according to different market demands. Improve the competitiveness of products to meet a wider range of customer requirements. Also divide the product models according to different needs, and divide the price for different models to bring the maximum profit growth. Carry out upgraded packaging, the level of packaging will affect the consumer's choice.

In the maturity period, constantly make product adjustments, by adjusting the product itself, adding new functions to the test function to meet customer needs, so that it can work in different environments and meet customers with special needs; replace the appearance and upgrade the packaging, and choose upgraded materials to improve the grade of the product.

（2）Price Strategy

The product has a very high cost performance, 50,000 yuan per instrument, only one tenth of the traditional microbial detector. Operating profit forecast, the company has a good market environment, earnings have a steady and effective growth.

(3) Place strategy

Field visits:

form contacts with aquaculture companies in Hainan Province. First of all, we will promote our professional products, complete the product sales task, collect the market situation, including the status of competitive products and substitutes, and make moderate market forecast. Second, for Hainan aquaculture enterprises to carry out field research visits, fully understand the current needs of customers for marine microbial resistance testing, to provide information and opportunities for the company's new product development. Form business partnership with research enterprises to further increase our market share. We also cooperate with certain promotion and after-sales service to establish brand preference, encourage buyers to turn to the company brand, convince customers to buy immediately, and assist direct sales staff to promote products into the market.

Technology exhibition:

We keep looking for some high specification exhibition for our product display, which is helpful to improve our product competitiveness and keep increasing the number of times our products appear in the public view.

Expert academic forum:

first in Hainan local invite larger water plant breeding enterprises, related experts, scholars and equipment upstream suppliers and so on together with expert academic forum discussion, constantly strengthen our in-depth understanding of the quality control industry as well as promote product updates, while being able to again play a certain role in publicity, promote the marketing of products. With the later development of the market, we can participate in national and even international academic forums to showcase our products and increase our market share.

（4）Promotion strategy

Public relations program

The team will conduct the main public relations activities in phases according to the gathering characteristics of different activities of universities and enterprises.

Seeking government and university cooperation.

We actively establish good cooperation with government authorities. We can provide technical support to government departments on epidemic prevention and control detection, conduct free trials of products to demonstrate the role of the product, improve the reputation of the product, and finally reach long-term cooperation agreements with government departments.

We can actively establish contacts with universities, conduct nationwide academic seminars and lectures, broadcast promotional videos to popularize knowledge of marine technology, and cooperate with laboratories in various countries to increase our market penetration rate in universities.

Public welfare activities

We actively support and sponsor public welfare activities and regularly carry out free social consultation activities to increase the social influence of the team and shape the social image of the team.

Advertising

The team carries out the operation of new media, strengthens the ability of advertising design, and carries out publicity on various platforms, while regularly paying attention to feedback data for continuous improvement of advertising effects.