Under the predicament of the market, pharmaceutical e-commerce began to transform to offline, and opening pharmacies online has become a trend. However, the opening of pharmacies is only a self-rescue method for medical e-commerce, not innovation. It is difficult for offline pharmacies to save medical e-commerce, but it can effectively promote the informationization of pharmacies and provide a model for the new drug retail model.
To understand the plight of medical e-commerce, we still have to return to the status quo of China's medical system. Under the system of taking medicine and medicine, medicine is a huge source of income for hospitals, so hospitals, not retail channels, are the main sales channels for medicines. In a market environment where prescription outflows are more difficult, the market share of pharmaceutical retail itself is small. On the other hand, China's offline pharmacies are dense and complete, and the urban nature of Asia allows users' needs to be met immediately. Medical e-commerce companies need long-term distribution, can not meet the immediate needs of small diseases such as colds and fever, and there is often an urgent need for chronic diseases, such drugs are mostly prescription drugs, it is difficult to flow out of the hospital.
In such a market, pharmaceutical e-commerce faces a strong paradox. If you want to achieve great development, you must get a prescription that is difficult to flow out of the hospital. If you want to develop a non-prescription business, it is not as good as an offline pharmacy on many levels. More competitive. Therefore, medical e-commerce is difficult to meet market expectations, and can only rely on non-pharmaceutical business to take the impulse, and the future growth faces a large bottleneck. In order to ensure their own development, and in order to obtain revenue, medical e-commerce has to transform to offline. Of course, the policy restrictions on third-party platforms have also forced the transformation of pharmaceutical e-commerce to the offline, but this is only a superficial reason, the internal motivation is still from the plight of medical e-commerce itself.
However, compared with the original light mode, medical e-commerce companies have to follow the operating mode of offline pharmacies when they enter the line. As Chinese retail pharmacies have not been able to obtain a large share of the prescription drug market, this has led to a low overall efficiency of pharmacies and a weak growth in single-store revenue. Moreover, the area covered by a single store is limited, and it is difficult to obtain a large increase in the number of low-level effects. The offline expansion is mainly based on new developments and mergers and acquisitions, which is completely different from the online hope to quickly absorb the explosive growth of users across regions. Therefore, the growth of offline pharmacies is relatively slow, and it is no longer possible to obtain the favor of capital with the original story.
Of course, offline expansion is still possible, mainly through the establishment of regional chains through large-scale capital mergers and acquisitions, thus achieving the full integration of assets. But the M&A expansion test is the ability to manage and integrate, not the direct marketing and customer acquisition capabilities that Internet companies are good at. It is a completely different market driver and more suitable for the management of the original pharmacy. To operate, not the operating personnel of the Internet company to operate.
Furthermore, even if the medical reform has made great progress, the prescriptions will gradually flow out of the hospital, and it is difficult for medical e-commerce to become the main beneficiary. First, the prescription out of the hospital means that the control of the prescription will be more strict, and the medical insurance can also make great progress in the control of the drug. A control system like PBM can effectively control the drug. From the experience of foreign countries, once the control system is developed, it will gain explosive growth itself, not the pharmaceutical e-commerce itself, because it has the main entrance to the prescription. Medical e-commerce or pharmacies must obtain prescriptions only by controlling or cooperating with such systems. Second, the immediate use of drugs still restricts the medical e-commerce, which makes the medical e-commerce more able to develop the O2O model for rapid access to medicines. Under this model, pharmacies, especially large chain pharmacies, are real. Winner, not the pharmaceutical e-commerce itself. Because in the real market, the pharmacy's customer access channel is not from the online, under the O2O model, the Internet is only a tool for the store and does not have the ability to control the flow of the store. In particular, with the increase in the concentration of pharmacies, regional large-scale chain pharmacies will enhance their own supply capacity, thus forcing medical e-commerce to lose bargaining power.
Home Dictionary Safe,Home Fingerprint Safe,Bedroom Safety Fingerprint Safe,Home Steel Security Safe Box
Ningbo Reliance Security Technology CO.,Ltd , https://www.reliancesafes.com