Fast-party electronic system or stir retail drug market pattern changes greatly.


Release time:

2017-06-22

On June 13, Beijing Express Drug Delivery Technology Co., Ltd. (hereinafter referred to as Express) announced its development strategy, saying that it will cooperate with 500 pharmacies in 50 cities across the country to help it receive orders from Express Drug Delivery, other third-party platforms, Internet hospitals and hospital outflow prescriptions through Express's electronic system, giving new energy to traditional pharmacies. "We hope to open up the blue ocean market of the last 1 trillion yuan." The relevant person in charge of the fast side said.

In the view of industry insiders, this move by the fast side is not only adding Internet + thinking to traditional pharmacies, but also trying to "dig gold" from the huge market opportunity of prescription outflow ". If successful, sales in traditional pharmacies are expected to move from 20% of retail "tributaries" to 80% of prescription drug sales "mainstream".

Integrating resources to empower traditional pharmacies

The cooperation between the fast side and the traditional pharmacy belongs to "hand in hand" again ". Around 2015, the fast side and offline pharmacies carried out the first cooperation, but the cooperation broke up. At that time, traditional pharmacies entered the fast-track platform. fast-track pharmacies introduced internet customer traffic to pharmacies and trained drug delivery personnel in a unified way. however, after the "honeymoon period", the contradiction between fast-track pharmacies and pharmacies was revealed because a large number of incoming internet orders impacted the original sales system of pharmacies, the service of pharmacies to offline customers was affected, and online order delivery personnel were driven away.

After the breakdown of the cooperation, the fast side began to transform to self-employed pharmacies, mainly serving the white-collar population in the core areas of the core city. "At present, Express has more than 100 million stable white-collar customers, and their re-purchase rate has reached 48% within 3 months. The total daily order of 18 stores in Beijing alone exceeds 10000 yuan." Gao Yue, CEO of Express, said that they think the Express model is mature and can be promoted to the outside world. It is time for Express to "join hands" with pharmacies again.

In this cooperation, the fast side will implement different strategies in different levels of cities. In first-tier cities such as Beishangguangshen, the mode of "self-built distribution of self-owned pharmacies" is adopted. In 10 second-tier cities such as Tianjin, Nanjing and Wuhan, the pharmacy will be responsible for the formation of the distribution team after the pharmacy is connected to the fast drug delivery system. In 30 third-tier cities such as Fuzhou and Jinan, Express will cooperate with pharmacies to connect the system and help pharmacies set up their own distribution teams.

It is reported that one of the characteristics of this cooperation is "integration". On the one hand, Express will cooperate with third-party platforms such as Hungry Noodles, Baidu and Meituan to integrate mainstream O2O orders in the market, convert them into standard orders of Express and output them to pharmacies, thus expanding the service scope of pharmacies from the original 0.5 square kilometers to 25 square kilometers. At the same time, the fast side also cooperates with the online consulting platform. If the customer needs pharmaceutical services when placing an order, the fast side's partner "Ping An Good Doctor" and other consulting platforms can obtain answers. In addition, the fast side will also integrate the supply channels, and Guangzhou Baiyunshan, China Resources Sanjiu, Yangtze River, Buchang, Yunnan Baiyao and other pharmaceutical enterprises to cooperate, "volume for price" to obtain low-cost high-quality drugs, supply platform pharmacies. The integration of multiple resources will increase the customer flow of cooperative pharmacies, and pharmacies can also obtain more tangible benefits from online orders. "This cooperation will give 10% ~ 15% of the order drug sales to pharmacies." Gao Yue said.

Targeting the prescription outflow market

The deep purpose of this big move is to target the huge market increment released by the outflow of prescriptions. Gao Yue said bluntly that the separation of pharmaceuticals, the outflow of prescriptions, and the new policy of pharmaceutical e-commerce are the main reasons for the strategic adjustment of the fast side. "The market has sent a signal of volume. What the fast side needs to do is to provide information transformation solutions to help pharmacies better meet the market growth." Gao Yue introduced that the fast side is already preparing for the outflow of hospital prescriptions and is trying to connect the outflow prescription system.

A few days ago, it was reported that the National Health and Family Planning Commission, the Ministry of Commerce, the Ministry of Human Resources and Social Security, etc. are jointly building a prescription cloud platform, which will be piloted in July to truly test the outflow of water prescriptions. At present, the details of the prescription outflow policy are not clear, and other Internet pharmaceutical giants have not yet taken action. This is both an opportunity and a challenge for the fast side. "When there are not many development channels, pharmacies may regard cooperation with fast parties as a major opportunity, and fast parties may find partners more easily." Li Shuai, a veteran in the pharmaceutical retail field, said, "But the question is whether the division of labor and income distribution with cooperative pharmacies can be'rational' and achieve long-term and stable cooperation is a challenge."

Undertaking the outflow of prescriptions also poses a challenge to the ability of pharmacies themselves. "When prescriptions flow into pharmacies, pharmacies should have the ability to provide pharmaceutical services and security, which puts forward higher requirements for licensed pharmacists, but there are not many pharmacies that can do this at present." Li Shuai introduced that if the outflow of prescriptions is liberalized on a large scale, whether the safety of medication and the control of medical insurance fees can be guaranteed is the doubts of the Health Planning Commission and the medical insurance department about the pharmacy's acceptance of the outflow of prescriptions.

The quick side also takes this into account. Gao Yue said that due to the ability to accept prescriptions and the demand for medical insurance payment, Fast Fang will consider connecting to designated medical insurance pharmacies or helping pharmacies to obtain the qualification of designated medical insurance when selecting cooperative pharmacies. From the perspective of the industry, it is more likely that the fast side will directly select designated medical insurance pharmacies, which will intensify the competition among pharmacies, making "the strong stronger and the weak weaker". In the view of some industry insiders, pharmacies are in a passive position in the cooperation with fast parties. An industry observer said: "The order is provided by the fast side, and the delivery team is formed by the fast side. Will the cooperative drugstore become the 'offline storage' of the fast side? Will the fast side abandon them after completing the layout through the cooperative drugstore? These possible risks need to be considered by the drugstore early."