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10/11/18
12:30
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Originally posted by Pharmargeddon
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Bread,
Do you understand the concept of Wholesale (Cellmid) and Retail (Neiman Marcus, Bloomingdales, Japanese pharmacies)?
Cellmid (Evolis) supplies the goods to the retail partners (NM, etc) at a price that allows the retailer to make a reasonable profit.
Therefore Cellmid will not be getting anything like Full Retail Price from distributing Evolis except in the case of their own Online Websites, where they can undersell quite easily if need be.
QVC in Japan is different as I think they sell Evolis by taking a cut of the proceeds and I suspect this is why the returns are usually good from this partnership.
Take for instance something like Reverse Shampoo selling at 28 dollars a bottle in the US.
This is a pretty rough calculation as there are unknowns.
What we do know is that Cellmid (Evolis) has stated 70% as the margin so reversing back into it.
Cost of Manufacture say 10.00
70% Margin 7.00
Total Wholesale Price 17.00 plus shipping and taxes bringing it to say 18.00 per item.
Retail Price 28.00 less wholesale price 18.00 = 10 dollars profit per item for the retailer.
The revenue apportioned to Evolis is 17.00 and the profit obtained 7.00.
They are not getting 70.00 profit or revenue or anything remotely like it.
Which means to me that there is a lot more Evolis flying out the door than we realise.
In addition the only way to get a handle on the true rate of sales is in any reordering being carried out.
Once the shipment is delivered then the onus is on the retailer to pay for it, how it flies off the shelves is up to the retailer and their efforts to make a profit. Cellmid will be hoping that they are good at it and has provided in some cases experiential testing for customers in order to assist the retailers in an attempt to get an ongoing converted clientele.
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A refinement of your calculations, Pharma.
A gross margin of 70% means that cost of goods sold (COGS) is 30% of recorded sales revenue and gross profit is 70% of revenue.
Your example of a wholesale price of $18.00 at a 70% margin would represent a profit of $12.60 obtained at a cost of $5.40 per item.
The AGM Presentation (slide 7) shows FY2018 consumer health revenue of A$5.62M achieved at a COGS of A$2.16M. The gross profit obtained for the financial year therefore was A$3.46M, which represents an average margin of 61.6% of the revenue figure.