The love and fear of traditional pharmaceutical companies doing e-commerce

Now, the pressure and thrust of the medical e-commerce field coexist. This industry is particularly interesting. There are two markets, red and black. The whole industry is quite bad, including the problem of price cuts during this period, which has led to a decline in profits of many pharmaceutical industry enterprises. From a policy perspective, pharmaceutical industry enterprises should be sacrificed in this round of bidding, not to mention channel dealers. On the other hand, in the pharmaceutical industry, we see that the most resilience in the stock market is pharmaceutical companies. In the past few days, only one company has risen against the market. This enterprise is a pharmaceutical company. It took only one year for this company. The stock has doubled, from more than 20 yuan to more than 60 yuan, and then bought 10 to 10, and turned back, the price is the same as before. Therefore, taking advantage of the big health and Internet gimmicks, the pharmaceutical industry enterprises are very high on the side of the Internet, including the Shanghai Pharmaceutical Group. They just sent a news and spent only 100 million yuan. The stock has risen by more than 10 billion. , making a lot of money. This is the background of pharmaceutical e-commerce companies, on the one hand pressure and on the other hand thrust.

Second, the patient's autonomy is getting stronger. In the future, medical e-commerce, mobile medical care , resistance is here, perhaps consumers will no longer listen to pharmacists, and no longer listen to doctors. I heard a news yesterday that it is possible that a doctor is not needed in the future. I am skeptical about this matter, but it is very likely that most of the illness does not require a doctor, because the Internet knowledge is now open and transparent, only 10% of people fully accept the doctor's advice, many people do not accept the doctor at all. Suggestions, even with the doctor PK. Consumers can choose the doctor they want to see and go to the drug.

Third, the door to policy has been opened, more and more medical e-commerce companies have been financing, policies have become better and better, and more logistics companies are involved. Although the policy has not yet landed, some policies have been slowly defaulted. In addition to the prescription drugs not being released, the distribution loosening has been fully realized. Platform generalization has brought more choices, and the threshold for platform entry has become lower.

Traditional medicine companies touch the net six models

Who is engaged in medical e-commerce? The first is the pharmaceutical industry, which has a large number of product resources. This advantage is not available in other models. If you master the upstream of industrial products, the cost will decrease. Second, pharmaceutical industry enterprises have a large number of doctors and medical resources, which is why many pharmaceutical industrial enterprises have to do mobile medical care. Third, pharmaceutical industry enterprises can do both retail and wholesale, which can be done in both import and withdrawal; now many industrial enterprises can do wholesale without retail, and there are no problems. Of course, many companies do all. The second is the circulation enterprise. In the past, Kyushu became a medical e-commerce company. This is actually an unintentional move. Because it has done too much chaining, it has done this in the heart. Third, retail enterprises may now be polarized. On the one hand, a large number of enterprises are now doing O2O, and small and medium-sized chains are now doing flagship stores in large numbers. The fourth is the big platform. Now there are fewer companies that make big platforms, mainly because Ali is doing it. No. 1 shop is not doing well, Jingdong is doing some work and has not yet been online. In the large platform system, the Tmall system accounts for a large proportion. The fifth is mobile medical care. In fact, many companies simply cannot make a profit, or they cannot make a profit in the short term. Only the mobile model can be profitable, that is, it is combined with e-commerce. Of course, now we see some mobile medical brands build their own e-commerce brands. Sixth is the hottest small e-commerce platform, many do O2O platform, B2B platform has seen some, and some are doing B2C platform, of course, this platform needs traffic. In fact, I have always advocated the O2O model.

I will evaluate these patterns in one sentence:

The first is the official website. The official website does have a bright spot, but it is difficult, and the entire industry has a loss of 3.9%. In fact, the official website is rarely profitable, the cost is very high, the technology and traffic are hard, and the official website is also the standard for brand enterprises.

The second is the flagship store. This kind of practice is fast, the current situation is hard to support, vicious competition is a headache, I don't know where the end is. Now many companies are gradually returning to the "official website" and have already moved to the mobile or pan-official platform.

The third is the O2O model, based on the advantages of traditional resources, the future trend is difficult to resist. O2O business integration is difficult, because it is not difficult to do this alone. You have business, I work with you, but now most pharmacies are chain enterprises, business integration is difficult, and breakthrough is not just thinking. Many people now believe that we need to let traditional business people have Internet thinking, to understand the latest innovative methods of the Internet, to participate in Internet conferences to brainwash, etc., but in fact it is far from simple. I believe that the biggest problem now is how to cut traditional interests. It is not a question of thought at all. The key is that this interest is very, very big. How to cut it? Don't think that the boss is thinking, the boss's thinking is definitely the most important, but for the employees who perform, his interests cannot be cut. Why do you say that Ali health will hang? One of the big reasons is that brushing a single sheet is a typical problem that cannot be cut.

The fourth is B2B. I think that the future of B2B is a good model for cracking medical e-commerce and not making money. Because e-commerce is to reduce the middle level, the thing that Ali E-commerce is doing is to reduce the middle level and improve operational efficiency. This is very good, but it is actually very difficult to do because it is difficult to separate the barriers of traditional business. B2B must first establish an offline activity, and the salesman must take a trip before turning the order. I think that medicines may not be good when doing B2B, but health products may be a growth point for B2B in the future, because many pharmaceutical industry companies are now doing some health products, and perhaps using B2B means a better means.

The fifth is mobile medical care. Now mobile medical care has become the Red Sea. If you have the resources to survive, if you don't have the resources, you can't use it! Nowadays, many people do mobile medical care, which I think is very difficult. I have all the patterns I want now, and there is no one that I have not thought of. Nowadays, mobile medical care is a must-have for enterprises that have resources. In the past, they have to do some new models or new methods on their own. With subsidies, the future may not be very useful.

The sixth is the traffic side. There are technology, traffic, and brand. These platforms are definitely the entrance. We have seen some big platforms, including Jingdong and the drug dealers, and the cooperation between the two sides is needed.

In short, medical e-commerce is now the time to fight hard. What is the fight? There are three aspects: the first aspect is money. In the past, it was not necessarily dependent on money. It can be based on technology, methodological and timing. The second is your own resources, whether there are medical resources, and whether there are product resources. The third is your real operational ability. Can you run fast? Now many e-commerce companies are not developing badly, but others are developing better. For example, some old e-commerce companies used to do this. If it is too slow, it will be eliminated by the industry.

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