Pharmaceutical O2O into the critical point of medical reform or create a 250 billion market


Release time:

2016-06-30

Recently, the pharmaceutical electric business circle is very lively.
On May 18, after Yao Li announced the "collapse" of financing failure, Ali Health announced on May 25 that it had established a pharmaceutical O2O alliance with 65 pharmacies. On May 28, Jingle Express, a subsidiary of Renhe Pharmaceutical, launched a smart pharmacy. Jingdong Health Home has been working hard to establish cooperation with pharmacies all over the world.
Although pharmaceutical e-commerce platforms have repeatedly stopped their business, in the view of Ali Health CEO Chloe Wang, it is now the node to lay out pharmaceutical O2O, and the future development direction should be carried out in an "ecological circle". Shao Qing, general manager of Jingdong Health Home, also told reporters in 21st century business herald that it was a good time to welcome the spring of pharmaceutical O2O.
From the layout of the above enterprises, pharmacies are gradually becoming a key part of the pharmaceutical O2O ecosystem. "This is the demand of both sides. In recent years, the growth rate of the development of pharmacies has slowed down, but the competition has become more intense. Internet companies cannot develop healthily if they simply deliver drugs (such as 'Medicine Give')." Ma Qiji, a researcher at the New Media Marketing Communication Research Center of Peking University, vice chairman of the E-commerce Committee of China Department Store Business Association, and chairman of the O2O Alliance, said.
Policy factors may create a huge potential market. Ali Health CEO Chloe Wang believes that due to the medical reform requires a decline in the proportion of drugs in public hospitals, some institutions have calculated that due to this impact, public hospitals will squeeze out 250 billion yuan's drug market share this year, and pharmacies are expected to share the market feast.
Medicine O2O track switching
Iresearch Consulting pointed out in the 2015 Research Report on the Development of China's Pharmaceutical (600056, Guba) E-commerce Market that at this stage, except for O2O services provided by pharmaceutical e-commerce B2C enterprises, other pharmaceutical O2O enterprises are roughly divided into three categories: independent pharmaceutical O2O enterprises, such as fast medicine delivery, medicine delivery, etc. Pharmaceutical O2O companies with traditional enterprise background, such as jingle fast medicine, urgent medicine delivery, etc; pharmaceutical O2O services provided by large Internet companies, such as the drug direct platform provided by Baidu and the pharmaceutical O2O services provided by Ali Health.
"Three types of enterprises have their own characteristics: independent pharmaceutical O2O development is flexible; Traditional enterprise background of pharmaceutical O2O resources are rich; Large Internet companies background of pharmaceutical O2O platform traffic is huge, obvious technical advantages." Avery Consulting pointed out.
On May 18, the pharmaceutical O2O company, which focuses on "1-hour delivery", announced the suspension of drug delivery business. Some analysts believe that the "fall" of drug delivery highlights the embarrassment of drug delivery mode.
In the view of medical analysts Liu Qian, the current O2O pharmaceutical electricity supplier encountered multiple problems. From the perspective of policies and regulations, there are currently no relevant policies and regulations for O2O pharmaceutical e-commerce, and there are many gray areas.
"In order to quickly deliver drugs to the door, many O2O pharmaceutical e-commerce companies have built their own logistics teams, which has also pulled up the cost of drug delivery. The drug consumption has the characteristics of 'low frequency', O2O use scenario is single, the actual demand is low, which is one of the biggest pain points. In addition, in the business model, O2O products have not formed a large user scale, and it is difficult to realize in the short term." Liu Qian pointed out.
For the "not giving force" of the drug to force, Ma Qiji analysis, mainly because the drug to force failed to transform itself into a service provider role, but simply "sales and sales".
Ma Qiji pointed out to the 21st Century Business Herald reporter that in the past 5-6 years, from the perspective of O2O positioning and logic, there will be a certain number of users, but in actual operations, it has become a simple diversion, rather than a realization. It did not maximize online users, online consumption capabilities and subsequent value, and did not give more consideration to better use of behavior, information, and data platforms. "In practice, the diversion model does not increase profits, but the cost is likely to rise. At the same time, online plunder the original offline sales opportunities."
Xu Yuping, chairman of Jiangsu Baijiahui Suhe Pharmacy, believes that "Yao Geili" only plays the role of express delivery and does not really play the role of medicine O2O. "Drug delivery APP only solves the problem of drug delivery, lacks application scenarios, and fails to dig out the deeper needs of users."
Enhancing user stickiness is a challenge for all pharmaceutical O2O. In Shao Qing's view, drug delivery O2O may not have no chance. For example, it can reduce costs through cooperation with third-party logistics, increase online consultation, medication consultation, health management and other functions, connect with commercial insurance, provide remote management systems for pharmacies, and reduce the daily management and operating costs of pharmacies.
Judging from the current layout of pharmaceutical O2O, such as Ali Health and Renhe Group, they all try to jump out of the simple drug delivery mode and extend to other aspects on the basis of drug delivery.
For example, Ali Health has established an alliance with 65 chain pharmacies in an attempt to build an O2O ecosystem and membership management platform; provide pharmaceutical retail and Internet training and education services for alliance members; establish information and membership networks; and gather the comprehensive advantages of pharmaceutical and industrial cooperation through the alliance platform.
"Under the national medical reform policy, on the basis of improving its own pharmaceutical service capacity, the alliance, on the one hand, strives to accept the outflow prescription of hospitals, on the other hand, it further enriches the service scene of pharmacies, introduces remote diagnosis and treatment of network hospitals, and is equipped with intelligent detection hardware such as blood pressure, blood sugar and ECG, and turns into a health center for community residents, and even a new entrance for graded diagnosis and treatment." Ali health director Kang Kai to the twenty-first Century economic report reporter said.
share 250 billion market
In the view of Haoyue Capital, the current physical pharmacies have great value, the future should be high-quality and perfect service to win. The combination of online and offline will become a trend in the pharmaceutical retail industry. O2O platform can not only pursue traffic, should be deep mining consumer demand, cut into a higher barrier, value-added health management integrated platform.
"At present, the big health industry is gradually accepting the transformation of the Internet. In this process, pharmaceutical O2O is not simply delivering drugs, but the health management of the whole life process of consumers (patients). Because pharmacies are closest to consumers (patients), they are expected to become the main provider of health management services." Horse flag halberd said.
In this regard, many pharmacies are also aware of this problem, so the above-mentioned Ali Health and 65 pharmacies to establish a pharmaceutical O2O alliance. In addition, there are many large chain pharmacies are also in the relevant layout.
For example, on January 28, Yifeng Pharmacy (603939, Guba) announced that the construction and operation promotion project of O2O health cloud service platform is its development focus, with a budget of 0.15 billion yuan to complete CRM information system, "Health Benefit" APP, and other projects. People (603883, Guba) also said in their 2015 annual report that the company has strengthened the basic service capability of physical stores with O2O business, by adding services such as self-service testing smart devices in physical stores to enhance customer stickiness.
Why are pharmacies keen on pharmaceutical O2O? Xu Yuping explained to the 21st Century Business Herald reporter that in recent years, the growth rate of pharmacies has slowed down, and profit margins have been continuously compressed, so seeking diversified transformation, pharmaceutical O2O may be expected to become a new growth point.
After the implementation of the new version of the "Drug Business Quality Management Regulations", the storage and transportation conditions of drugs have become more stringent, and physical pharmacies must be equipped with pharmaceutical professionals to guide patients with medication regulations, resulting in further increases in the operating costs of small chain and single pharmacies. On the one hand, the shortage of licensed pharmacists has raised the labor cost; on the other hand, bills, cold chain and transportation have also increased the expenditure of pharmacies.
However, the health care reform policy has also created a huge potential market.
Many chain drugstore leaders believe that in recent years, a number of policies have promoted the separation of pharmaceuticals, and the pharmaceutical retail chain industry has therefore ushered in golden development opportunities. With the continuous advancement of the medical reform policy, the government has accelerated the separation of medicines through the multi-point practice of doctors, encouraging the development of private hospitals, controlling medical insurance fees, controlling the price of drug tenders and reducing the proportion of drugs, as well as the use of Internet technology. In the next few years, the separation of medicine from medical institutions at the county level and below will gradually take shape, bringing a broad market to the pharmaceutical retail industry.
In addition to the medical reform policy, the General Office of the State Council also issued the "Guiding Opinions on the Pilot Comprehensive Reform of Urban Public Hospitals", striving to reduce the proportion of drugs in public hospitals in pilot cities (excluding Chinese herbal pieces) to about 30% by 2017. In the industry view, this will also be the opportunity to share the pharmaceutical O2O market.
According to the data of China Medical Materials Association, in 2015, the total sales volume of Chinese medicine was more than 1.6 trillion, the retail sales of medicine was about 500 billion, and the e-commerce of medicine was only 15.2 billion, accounting for less than 1%.
Wang Lei said that due to the requirements of medical reform to reduce the proportion of drugs in public hospitals, some institutions estimate that public hospitals will squeeze out a 250 billion market size this year, and pharmacy-based pharmaceutical O2O is expected to share this market feast. "Whether it is relative space or absolute space, the potential for pharmaceutical retail and pharmaceutical e-commerce growth is huge."
Shao Qing also expressed a similar view to reporters, "Pharmaceutical O2O can integrate the advantages of offline pharmacies and online pharmaceutical e-commerce to cope with the instantaneous demand for drugs, coupled with the expectation of the liberalization of prescription drugs, the market can be expected.