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With the development of minimally invasive surgery and early diagnosisand treatment of cancer, the application of endoscope in diagnosis andtreatment continues to increase.In 2020, thescale of domestic endoscope market has reached 25.4 billion RMB. Due to thetechnical monopoly of imported endoscope manufacturers, the market share ofdomestic players is less than 10%.Is there acounterattack opportunity similar to new-energy vehicles in the endoscopefield? What are the development trends of medical endoscope industry brought bytechnological progress?
The endoscope enters the human body through the natural orifice or thesmall incision. It is a necessary tool for examination and minimally invasivetreatment. According to the structure and shape, endoscopes can be divided intoflexible endoscopes and rigid endoscopes.
According to Frost & Sullivan data, China’s medical endoscopemarket reached 25.4 billion RMB in 2020, with a CAGR of about 14.2% from 2015to 2020. Over the same period, the global endoscope market increased from US$16.4 billion to US $21.5 billion, with a CAGR of 5.5%. The growth rate ofChina’s market is much faster than that of the world, and its share in theglobal market is increasing. The underlying reason is that the endoscope hasthe attributes of both medical equipment and consumables, the endoscope consoleis not easy to damage, and the service life of the endoscope camera ranges from6 months to 10 years. Developed countries have completed the preliminary purchaseof the endoscopes. If there is no significant innovation in technology, itisn’t easy to see substantial growth in the market.
Chart: China’s MedicalEndoscope Market Size (100 Million RMB, Based on Ex-factory Price)
The domestic endoscope market in China is far from saturated. With theaccelerated penetration of early tumor screening and minimally invasivetreatment, Chinese hospitals are still increasing their purchase of endoscopesas necessary inspection and treatment tools under the promotion of foreigncompanies. At the same time, gastroscopy and colonoscopy for early cancerscreening, endoscopic surgery, and transluminal surgery, which help reducepatients’ pain and improve prognosis, have achieved rapid growth with theacceleration of China’s aging and the gradual improvement of consumption level.
Divided by product type, in addition to rigid and flexible endoscopecameras, China’s domestic endoscope market also includes related equipment,spare parts, and therapeutic consumables for endoscopes. Excluding theinfluence of surgical consumables, subdivided by department, general surgeryaccounts for the most significant proportion of the endoscope market,corresponding to laparoscopy and choledochoscopy. The gastroenterology and urologydepartment takes the second and the third share, corresponding to gastroscopy,colonoscopy, duodenoscope and ureteroscopy, percutaneous nephroscope,cystoscopy, and other types of endoscopes, respectively.
Figure: China’s Medical EndoscopeMarket Segmentation in 2020 (100 Million RMB, Based on Ex-factory Price)
Regarding competition, China¡¯s medical endoscope market is monopolizedby Japanese and German manufacturers, and domestic manufacturers have a marketshare of ~5%. As the image sensor industry of traditional flexible endoscopesis promoted by Japanese companies, and the core technology barriers are high,Japanese companies such as Olympus, Fuji, and Pentax monopolize the flexibleendoscope market; German company Karl Storz was the first to master thecylindrical lens technology of rigid endoscopes, and German manufacturers havealways maintained a leading position in the field of rigid endoscopes. China’sdomestic rigid and flexible endoscope manufacturers, such as SonoScape Medical,Aohua Endoscopy, and Mindray Bio-Medical, cannot directly compete with importedmanufacturers in the high-end market. At present, their main target ishospitals below the second-level hospital. Among the hospitals that have beenadmitted, they are rarely used as the primary endoscope, and they are stillcatching up with their imported counterparts.
Chart: China’s Medical EndoscopeCompetitive Landscape
Domestic manufacturers have been slow to breakthrough in the field ofendoscopy, and solid technical barriers directly cause the low domesticpenetration rate. The R&D and manufacturing of endoscopes involvemulti-disciplinary and multi-field cooperation. Gastrointestinal endoscopes andureteroscopes are made of many parts, and the supply chain is highlycomplicated. The manufacturing steps are complex and cannot be fully automated.Japanese endoscope manufacturers represented by Olympus always regard the manufacturingprocess as the top secret and only produce core products in Japan.
Figure: Schematic Diagram ofthe Flexible Endoscope
The image sensors are divided into two technologies: CCD (ChargeCoupled Device) and CMOS (Complementary Metal Oxide Semiconductor). CCDtechnology was widely used in the early development of electronic endoscopesdue to its better image quality. However, with the improvement of CMOS in termsof color performance, the image quality and the gap with CCD are gettingsmaller and smaller, and its low energy consumption, low noise, and low-costmass production characteristics are appreciated by enterprises. Major endoscopemanufacturers gradually realize the conversion from CCD to CMOS image sensors.
Chart: Global Image Sensor ShipmentsSegmentation
In the CCD era, CCD is an essential part of the cost of electronicendoscopes. The cost of CCD accounts for about 40% of the price of the entireendoscope. Due to the CCD design principle, the signal output is easilyaffected by a single pixel, which increases the defect rate, increases thedifficulty of manufacturing, and is costly. During the heyday of CCD, only sixcompanies could mass-produce them, namely Sony, Fuji, Kodak, Philips,Panasonic, and Sharp, four of which were Japanese companies. The leader Sonyhas a market share of over 50%, and Sony is a shareholder of Olympus, and thetwo are closely tied together. Other CCD manufacturers also impose restrictionson the export to overseas endoscope manufacturers.
Due to the high price of CCD, a long-life, sturdy and durable endoscopehas become the common choice of manufacturers and hospitals. The extremepursuit of the flexible endoscopes for maneuverability, and the contradictionbetween the performance degradation after repeated use, dramatically increasesthe manufacturing cost of the flexible endoscopes. Except for CCD, therequirements for other precision core components are also rising. These partssuppliers are concentrated in Japan and Germany. The domestic industry has notyet formed a complete industrial chain, making the competitiveness of domesticendoscope products weak.
Chart: Global Shipments of MedicalCMOS
The introduction of the new technology CMOS has gotten rid ofenterprises’ dependence on CCD sensors. For example, in 2015, SonoScapedeveloped the first domestic 2-megapixel high-definition electronic endoscopesystem, HD-500, based on CMOS. What’s more gratifying is that because the CMOSmarket is more fragmented and the technical barriers are relatively low, it issuitable for large-scale mass production. The price of CMOS is showing an orderof magnitude downward trend, making the disposable endoscope possible.
When the designed service life of the endoscope is shortened fromhundreds to thousands of times to one time, and there is no need to considerthe maintainability, the cost structure of the endoscope will changedrastically. The design idea of the entire camera has changed from a precisionmechanical device to an ordinary disposable medical catheter. At the same time,the material has also changed significantly. Plastic materials replace metalmaterials, and the number of parts is reduced dramatically. Traditionalendoscope manufacturers have no time to deal with the impact of disposableendoscopes. Then Boston Scientific and Ambu, with the production experience ofmillions of annual medical consumables, have stepped on the historical stage.Domestic manufacturers have also caught up and have a role to play in theworld.
Figure: Schematic of the AverageCost of a Disposable Flexible Endoscope
An endoscope is a medical device that directly contacts the patient’sskin, mucous membrane and sterile tissues. However, because the endoscopestructure contains multiple small and long lumens, it provides an environmentfor the survival and cross-infection of microorganisms, secretions and blood. Cross-infectionbecomes an inevitable risk of medical accidents. Related academic researchshows that endoscopes rank first in the list of cross-infection risks formedical devices. More than 70% of endoscopes are not cleaned, and bacteriacontaminate nearly three-quarters of commonly used endoscopes.
In China, it is also common to report that the disinfection effect ofthe gastroscope room is not up to standard, and the biomonitoring of thegastroscope is not qualified. At the same time, more nosocomial infections arenot reported in time because they are not found. In the COVID-19 pandemic, theendoscopy rooms of many hospitals, stomatology, and ENT clinics were closedtogether, which also explained the hospital’s concern about the risk of nosocomialinfection in the endoscopy room.
Figure: 2019 Top 10 HealthTechnology Hazards by ECRI
The latest study published in January 2021 showed that compared withreusable ureteroscopes, the length of hospital stay and antibiotic treatmenttime in the disposable endoscopy group were shorter, and the incidence of totalcomplications and the overall postoperative infection rate was lower. Among the90 patients under the treatment of disposable endoscopes, no uremia or bloodcultures were positive, while the control group had three positives. Itstrongly proves that disposable ureteroscope has the characteristics ofsignificantly reducing postoperative complications and infection rates.
Figure: Disposable EndoscopeReduces Infection Rate After Ureteroscopy
At the same time£¬£¬£¬£¬£¬under the workload of domestic hospitals, repeateddecontamination of endoscopes will cause the performance of reusable endoscopesto decrease or even damage. Using a disposable endoscope can ensure that theendoscope is in its best condition every time the package is unpacked, whichimproves the efficiency of the operation to a certain extent.
Figure: Disposable EndoscopeReduces the Operation Time of Ureteroscopy
At the same time, it is very suitable for carrying out Natural orificetransluminal endoscopic surgery for the vast county-level and lower-levelhospitals. The requirements for anesthesia and surgery are lower than that ofopen surgery. In developed countries, many endoscopies and surgeries areperformed in clinics or specialized endoscopy centers. In domestic primaryhospitals, insufficient investment in infrastructure has restricted thedevelopment of endoscopic diagnosis and treatment.
Similarly, taking ureteroscopic lithotomy as an example, if a hospitalwants to carry out this operation, it needs to purchase two imported flexibleendoscope cameras and a console, which costs about 2 million RMB. As fordisposable endoscopes, only a few domestic disposable flexible endoscope camerasand a console need to be purchased, and the price is within 100 thousand RMB. Adisposable endoscope is very conducive to the promotion of endoscopic surgeryin grass-roots hospitals.
After years of exploration by foreign and domestic companies,disposable endoscopes have become more cost-effective than durable endoscopesin many scenarios. For example, considering the life span and maintenancefrequency of the ureteroscope, a traditional reusable ureteroscopy surgerywould cost more than 12,000 RMB. The purchase price of a disposable ureteroscopefor a hospital under the same circumstance is usually less than 10,000 RMB, andthe related spending is more controllable.
Chart: Average Cost Structureof a Traditional Reusable Ureteroscopy Surgery (RMB)
The same cost-saving benefit also applies to disposable cystoscopy. Dueto the high cost of imported electronic flexible cystoscopy, the domesticmarket is largely occupied by optical rigid cystoscopy, and hospitals usuallysuffered a 500 RMB loss per surgery on average. The disposable electronicsemi-rigid cystoscope has a smaller diameter and hydrophilic coating, offeringpatients a more expensive but comfortable surgical option, which helpscontribute to considerable net profits for hospitals.
Chart: Comparison of ProfitsBetween Traditional Optical Cystoscope and Disposable Cystoscope (RMB)
Considering the longevity, turnover, and disinfection of disposableendoscopes, endoscopes with high purchasing price, maintenance and disinfectioncosts, short usage time, and high turnover frequency are more likely to become¡°consumables¡±. These potential ¡°consumables¡± indicate an incredible market of70 million diagnosis and treatment cases in China, bringing blue oceans to domesticdisposable endoscope companies.
Boston Scientific
Boston Scientific, the high-value medical device giant, successfullyleveraged its experience in the urinary and digestive sectors by firstestablishing its disposable endoscope business from those two sectors. Thecompany launched?LithoVue, theworld’s first disposable ureteroscope on Jan 12th, 2016. The industry-leadingpipeline has later been extended to?EXALTD?duodenoscope (approved by FDA on Dec 13th,2019),?EXALT B?bronchoscope (received CE Markon May 26th, 2021), gastroscope, and?SpyGlass?choledochoscope, etc. Boston Scientific¡¯s high-end marketpositioning and adequate reimbursement environment in the U.S. have jointlyresulted in those products¡¯ relative-high prices.
?Ambu
Ambu A/S, founded in 1937, is a Danish company that develops, producesand markets disposable endoscopy solutions, diagnostic and life-supportingequipment to hospitals, private practices, and rescue services. In 2009, Ambulaunched aScope, the world’s first disposable bronchoscope, and later theindustry has witnessed the coronation of a long-lived king in the field ofdisposable bronchoscopy. Starting from bronchoscopy, Ambu gradually expandedits disposable endoscope kingdom¡¯s territory, and the sales of disposable productsexceeded 1 million in the most recent fiscal year.
Up to now, 5 domestic companies have obtained a total of 6 disposableendoscope NMPA registration certificates, most of which were obtained in 2020.
Pusen Medical
Founded in 2014, Pusen Medical is located in Zhuhai, China. The companyobtained the NMPA registration certificate of disposable ureteroscope in June2020, and had built its overseas business with CE Mark and FDA approval evenearlier. The company’s pipeline also includes disposable rhino-laryngoscopes,bronchoscopes, and cystoscopes, etc.
Redpine
Redpine was established in Guangzhou International Biological Island in2015 and aims to provide its global clients with comprehensive solutions forone-time minimally invasive surgery. Its products cover several departmentsincluding urology, gynecology, otolaryngology, gastroenterology, respiratory,and general surgery, etc. Redpine has two products currently approved, its ureteroscopeand cystoscope, both in 2020. It is also the company that holds the most ClassIII registration certificates in the field of disposable endoscopy so far.
Anqing Medical, Innovex Group
Innovex Group is composed of three independently operated enterprises,each one is active in minimal invasive consumables, disposable digitalendoscopes, and surgical energy equipment & consumables. Its disposableendoscope branch, Anqing Medical was established in 2014 and is expected tohelp form a closed-loop with both low- and high-value consumables. AnqingMedical¡¯s disposable ureteroscope received NMPA approval in 2020, and same asPusen Medical, entered overseas markets prior to that.
Happiness Workshop
Anhui Happiness Workshop Medical Instruments Co., Ltd. was establishedin 2017. The company in-licensed technology from Silicon Valley and integratedthem into an international leading disposable endoscope R&D platform. Thecompany manufactures disposable ureteroscopes and cystoscopes, and obtainedNMPA¡¯s first approval of disposable ureteroscopy in China in Jan 2020.
North Tengda
Beijing North Tengda Technology Development Co., Ltd. was founded in2018. The company mainly engaged in domestic sales and after-sales service ofimported medical equipment, like MiroCam capsule endoscope and E.G.Scandisposable tube endoscope from South Korea. The company¡¯s disposable ureteroscopyobtained NMPA approval in May 2021.
In 2020, the global endoscope leader Olympus realized $5.89 billion insales and continuously ranked 21st among the top 100 medical devicecompanies worldwide, with only endoscope products. Behind Olympus¡¯s enviableperformance is the strong monopoly of Japanese giants in the field of the coretechnology of traditional endoscopes. As listed above, it is the best time nowfor Chinese disposable endoscope startups to seize the opportunity and overtakeforeign conventional competitors. We are looking forward to seeing the greatvictory of domestic innovations and more and more global patients benefit from Chineseleading disposable endoscope technology.