On-line pharmacy O2O mode should be explored

Over the past two years, E-commerce has gradually expanded to the field of medicine, online pharmacies have become the multifaceted of pharmaceutical enterprises. Up to now, the reporter inquires the State Administration of Food and Drug Administration website information shows that a total of 214 online pharmacies have access to the Internet Drug Trading Service Certificate C certificate, of which 9 from Shenzhen Pharmaceutical Enterprises. Although the domestic e-commerce is in the booming period, but the reporter learned from these pharmaceutical companies, pharmaceutical dealers are still in applause not draw the situation, the electric quotient in other areas of the myth did not play in pharmacies, Shenzhen, most of the online pharmacy operation is not good, less profitable, pharmaceutical electrical business is still in the initial stage.

Shenzhen 9 Pharmaceutical companies can sell drugs online

According to the existing laws and regulations, access to the "Internet Drug transaction Qualification Certificate" C card chain entity pharmacies, can build their own website for consumers to carry out drug retail business. According to the State administration of Food and Drug Administration official website, as of August 13, in access to the "Internet Drug trading Service Certificate" c card 214 online pharmacies, 9 from Shenzhen Enterprises, Sea King Stars, Xinwanzer, and other chain pharmaceutical enterprises are listed in the list.

Browse a number of online pharmacies can be found, the major online pharmacies basically cover the daily life of all the over-the-counter drugs category, including health products, commonly used drugs, baby drugs, medical equipment, medicine makeup care. According to the introduction, at present, online pharmacies can only sell over-the-counter drugs (that is, the OTC drugs), but can not sell "white plus black", "new Kang grams" such as the compound containing ephedrine, and prescription drugs are banned in the online pharmacy sales, is strictly prohibited exaggerated publicity and sales of health food products.

Shenzhen, a large chain of pharmacies related to the responsible person told reporters, because the current provisions of online pharmacies can only sell over-the-counter drugs, general online pharmacies to health care products, household medical equipment, maternal and child supplies, family planning supplies, and these goods and large electrical products overlap, online pharmacies do not have the advantage. However, the pharmaceutical electronic business has become the only way to develop pharmaceutical enterprises, "this is a parallel with the physical store sales channels." ”

However, online pharmacies are not good to do. Access to an online pharmacy qualification certificate of a Shenzhen pharmaceutical enterprises related to the responsible person told the reporter, the profit of the entity pharmacy is already fewer and less, it is supposed that the mode of e-commerce should save the cost, but now the cost of e-commerce is higher than the line, "at the beginning of operation, the online promotion cost is higher than the income, which hinders the profit of the electric quotient." ”

It is understood that pharmaceutical enterprises from the construction of online pharmacies need to invest a lot of manpower, material camp, light to build the site will need millions of yuan, still need six months to a year to burnish. The website is put into use, still need to invest a lot of promotion expense, otherwise it is difficult to have sales. In order to squeeze into the large flow platform and form a valid order, the electrical business every day to deal with a variety of promotional services. Therefore, most of the chain pharmacies get a "licence" after a certain period of adjustment, will not immediately input. The reporter learned that most of Shenzhen's 9 online pharmacies in the last year and this year only to get online transaction qualification certificate, most online pharmacies are still in the trial operation stage.

Online pharmacy needs to cultivate consumer groups

Data show that the pharmaceutical market in 2010 was about 200 million yuan, 2012 years more than 1.6 billion yuan, 2013 is 4.26 billion yuan. "The 2013 China Medical Internet Development Report" pointed out that China's current medical it costs about 15 billion yuan, is expected to increase to 18.7 billion yuan in 2014, 2015 will reach 29 billion yuan. In recent years, China's medical it market growth rate of more than 25%.

Despite the momentum of E-commerce development, but compared with other industries E-commerce, Shenzhen Pharmaceutical Enterprises in the electronic commerce is still in the beginning and groping stage, there has not been a strong pharmaceutical electronic platform. "This is mainly because consumers buy drugs online is not mainstream, consumers buy drugs still more in hospitals and physical pharmacies." "Sig (Shenzhen) Electronic Commerce Co., Ltd. General manager Lio Kaite said that drugs are different from ordinary goods, consumers in the online consumption will be more than other products to consider security.

And it is because the consumer online drug consumption model has not yet formed, Shenzhen Online pharmacy operation success is relatively few. A large chain pharmacy in Shenzhen, who declined to be named, said to reporters his pharmaceutical enterprise to get online pharmacy qualification certificate for nearly 2 years, online shop operation is more than a year, but the operation of the Internet pharmacy is not successful, "although the daily access to the site's traffic is increasing, but the impact of the site is still very small, as of now, Online pharmacies have not profited, have been in the loss. "The person in charge said that, in Shenzhen 9 online pharmacies, the profit may be rare." Relevant statistics also show that in 2013, China's pharmaceutical industry, the average gross profit margin of 19.3%, the cost rate of 20.6%, the average profit margin of 1.3%, a small number of profitable enterprises, the net interest rate of not more than 2%.

Lio Kaite said that the hospital has occupied the drug sales of about seven or eight, the real market space is only pharmacies retail over-the-counter part of the drug, but because the online pharmacy can not be used, online sales of drugs, the space is greatly reduced, most of the online pharmacies to sell health products, food and maternal and infant supplies mainly. In addition, national policy stipulates that pharmacy logistics must be solved by pharmacies, and pharmacists must be equipped to increase the operating cost of pharmaceutical dealers.

Therefore, affected by the state policy, consumer purchasing habits and operating costs, the whole pharmaceutical market in Shenzhen is still in a faltering start stage.

In fact, the sale of drugs online is a trend. 2010 U.S. online pharmacy sales have accounted for nearly 30% of the entire pharmaceutical circulation. and online pharmacies in Germany, few customers buy medicine is their own pay. Japan's online drug sales accounted for about 30% of the pharmaceutical, compared with the cosmetics net sales ratio. Lio Kaite said that although the Shenzhen medical and electronic business has not been big, but the market outlook is still relatively optimistic, and other industries, the electrical business is not the same, pharmaceutical manufacturers to cultivate their own consumer groups, the cultivation of this consumer group is not from the product to start with, but from the service to start, "pharmaceutical dealers sell drugs to just do a part of the work, More important is the after-sale service, the consumer carries on the health knowledge training, enhances the consumer group's health accomplishment, thus establishes own consumer group. ”

Explore line under the linkage mode

Pharmaceutical Electronic Business has become a general trend, but as more and more online pharmacies appear, the competition between pharmaceutical companies or physical pharmacies from offline to online. Reporter learned that, although the current online pharmacy prospects are still unclear, but the Internet sales channels have been more and more retail pharmacies pay attention to, one of the big reason is that traditional retail pharmacies are facing greater operating pressure. "With the increase of rent, labor cost and the decrease of drug profit, the survival pressure of pharmacy is increasing, so we hope to introduce the innovative mode of linkage under line to enhance the competitiveness." "said the head of a drug store in Shenzhen.

This March, Shenzhen Sea King star chain Pharmacy and reached strategic cooperation in Hangzhou, Shenzhen, the two places access to bar code payment, support Alipay payment, mobile payment into the medical retail field. Wang Zhong Zhihua, head of the star Electric business, said in an interview with reporters, Sea King stars Test Water mobile payment is to prepare for the future O2O layout, the development of O2O is the future of the general trend, "and micro-letter cooperation, mobile payment, are O2O strategy in a plate, O2O plan is our biggest strategy." "Sea King star has already begun to O2O layout, future will also launch own app."

O2O mode is a lot of retail pharmacies to the traditional industry of electronic business. In the second half of last year, the State administration of Food and Drug Administration issued the "on strengthening the Internet Drug management sales Notice", requiring medical and electronic operators to use the prescribed drug delivery system, not entrusted to the third party express delivery enterprises, and the need for online pharmacies must be equipped with pharmacists, The introduction of a series of policies not only increased the cost of electric business enterprises, but also forced the electric business enterprises must have their own offline distribution points. Shenzhen is the retail chain pharmacy development of the earliest cities, here gathered a large number of chain pharmaceutical enterprises, retail pharmacies close to the store, each pharmacy is equipped with licensed pharmacists, and Shenzhen chain pharmacies have been extended to other cities in China, which just solves the problem of online electrical business logistics and licensed pharmacists.

Zhong Zhihua said, the future Sea King stars online pharmacy products will reach 10,000, users can shop online, the net within 1-3 hours can be delivered door-to-door, and can be so fast door-to-door is the line under the linkage results. The advantage of retail pharmacies is convenience, from the business model, online pharmacies to do a good job on the offline entity shop, "can be directly from the shop to the delivery of drugs to the customer hand, and then face-to-face to provide consumers with professional health counseling services." "Lio Kaite said that the entity shop can be used as shop users experience center and Health Counseling Center, online shop for the entity to provide more consumer groups, offline entity stores and online shop can complement each other and cooperate.

The electrical business is to rely on speed to improve the customer's online purchase of the logistics experience. At present, the Sea King stars, China-union and other Shenzhen, some large chain pharmaceutical enterprises in the country has already laid a number of stores, these stores enough to support the development of their electrical business logistics, so that drugs can be delivered to consumers in time, this is the development of large chain of electric power business opportunities.