Mobile medicine: Mixed fat

Smart wear equipment wave after wave, from the Jawbone Up, Fitbit to the surging of the smart watch, its shape is moving to diversify, now the wave has slowly infiltrated the traditional medical equipment field. From the domestic market, Mumu Radio Sphygmomanometer, Kankan Wireless sphygmomanometer, Happy mummy fetal instrument and other products have invariably chosen to market in October, health medical equipment, the first wave of the internet will be surging. China's Centers for Disease Control and Prevention released data showing that at present China's hypertension patients have reached 330 million, diabetics have more than 100 million, the prevalence and absolute number of the world's highest, hundreds of millions of people need to monitor physiological indicators through medical equipment, and this part of the population of young people are becoming more and more large. In fact, Kelly, editor of Wired magazine, put forward the trend of "self-monitoring" or "Self quantification" in 2007, and vulnerable groups such as large numbers of patients and pregnant women are the most direct and rigid audience for this trend. A big wave of internet companies are entering the opportunity industry, but after visiting several companies, reporters find the business is not doing well. Internet companies: The slow half is still catching up with the concept dividend "there are more new products this year, but mobile medicine has long been done." Happy Mummy CEO Tao Jianhui said. The domestic medical equipment maker, nine, set up a team in Silicon Valley in 2011 to start developing ihealth brands of mobile internet sphygmomanometer, scales, blood glucose monitors, blood oxygen monitors and other products that reduce the volume of traditional medical devices and connect them to smartphones and tablets by connecting to iOS devices, It is also transmitted to the cloud to form large data. Its domestic followers Kangkang, Mumu and Connow are already a year behind the nine, but the difference is that the founders were not from traditional medical firms. Mumu is a Cross-border project launched by the parent company reading the world, which was previously an authentic internet company, while the founder of Kankan blood pressure Liu was an IBM architect. Just as internet TV and traditional TV manufacturers, the Internet people's thinking mode and traditional manufacturers of thinking differences in the price of the most direct difference, ihealth BP3 electronic sphygmomanometer price of 999 yuan, and Kankan and mumu prices are at 400 yuan up and down. Chen Yu, China's digital CEO, said that in the terminal ihealth chose more standardized iOS devices, and Mumu from Android, in China's elderly even if the use of smartphones, is generally a messy low-end models, the adaptation of different models is a big problem, and this is the opportunity. "The adaptation of the app takes a lot of work, and the traditional manufacturer's talent structure and technical reserve are not designed for this." "Tao Jianhui said. But from the current overall profit margin of the medical equipment industry, it is still profitable to enter the hardware, said the CEO of an intelligent heart-rate testing equipment company, which now relies on mobile internetConcept, the price of its products far exceed the market for similar products, profit margin maintained at more than 50%. At the same time, with the momentum of the mobile Internet concept, the health of the KMB rose to dozens of times times the current 500-fold (Shenzhen data), in the European market than the former boss Omron, and Omron in the Japanese market with the operator NTT DoCoMo cooperation to set up a joint venture DoCoMo Healthcare into mobile medicine. As the concept heats up, internet start-ups will continue to benefit, eventually or be bought by giants, or arbitrage through capital markets. Traditional equipment Merchant: cooperate or go it alone? Putting aside the high profits of the hardware, the Internet model that makes money through back-end services has stirred up the mobile phone and television market, and the Internet monsters are fidgeting for traditional vendors with no Internet experience. Perhaps cooperation is a very good opportunity, the current happy Mummy, Mumu and other companies are looking for medical equipment manufacturers to manufacture, to the Internet company's brand and channel for sales, both sides complement each other to take the director. From the current mobile phone and television viewing area, internet companies and equipment manufacturers have four kinds of relations: 1, Internet companies themselves through the supply chain, bypassing traditional manufacturers, through the generation of factories to complete manufacturing, such as millet, 2, the two sides of the hardware embedded in the Internet content and services, such as Archie Art and Tcl;3, the two sides joint venture to establish a new such as Alibaba and Skyworth, 4, equipment manufacturers to develop their own Internet services, such as Huawei, ZTE. "Traditional manufacturers are selling products, there is no service, internet companies lack of professionalism." "Tao Jianhui said. The genetic differences make it difficult for both sides to complete the business independently. The other industry people hold different views: "The Internet play is to the hardware of the profit space transfer to software services, traditional manufacturers can not quickly adapt to this play, since the establishment of Internet services for its better control of the transformation of the rhythm, but also to avoid becoming a foil." "In fact, traditional manufacturers have their own advantages on this issue, a medical industry personage said, traditional equipment business channel advantage is obvious, in addition to the huge agent network, their layout in the community and hospital is also very deep, diving medical data shows that last year, China's blood glucose meter and paper market scale of more than 3 billion yuan, The hospital market is over 1.5 billion yuan. In addition to sales, there are large data accumulation, with sphygmomanometer, manufacturers in the community medical station to the residents to handle health cards, after the blood pressure to upload to the cloud, to the hospital can be through health card query history data. It is understood that the current Internet company's products through the official website channel sales, that means companies are going to have to take on a lot of marketing costs, says one industry insider, who sold through Apple stores over 100 million last year, although Apple would charge a 20%-25% share, and Apple's products were demanding. On the other hand, unlike products such as bracelets and watches, most users of mobile medical devices are patients, and Tao Jianhui says they are unwilling to share their situation through social networks, making mobileThe social marketing effect of medical products is greatly reduced. Another major problem for Internet companies is the state agency's medical device license, the licensing requirements for medical equipment professionals, venues, equipment, inspection agencies have made strict regulations, for a strong professional mobile medical equipment, It is difficult for internet companies with a professional background to find their own suppliers on their own, and working with traditional equipment providers may be the best solution, and this condition allows traditional equipment operators to have more power of speech in cooperation. In view of this, cooperation may become the biggest trend, but the traditional manufacturers in the thinking of the transition still need a long process, on the other hand, the market is not fully mature, there are still many variables. Looks like the meat bites down is bone Chen Yu revealed that at present, the blood pressure sphygmomanometer in the domestic sales of 15 million units per unit price of 400 yuan, the annual scale is 6 billion, plus the blood glucose meter 3 billion scale, as well as oxygen instrument, weight meter, fetal instrument and other equipment, the market scale is very considerable. And this market is still the Internet desert, which is a huge opportunity for entrepreneurs-a field that should but has not yet been infiltrated by the Internet. But the fact that this piece of meat bites, the first bite is some "bone": 1, due to various technical limitations, mobile medicine is still unable to make portable wearable equipment. blood pressure measurement needs to be pressurized by air, blood sugar, blood oxygen needs to have a wound, and in the field of traditional Chinese medicine important diagnostic basis-pulse is basically only through artificial judgment, bracelets or watches and other product forms can not achieve these functions; 2. Many people say that even the chronically ill, Most also do not regularly monitor the corresponding physiological indicators of the habit, and the healthy user group is not monitoring consciousness, at the same time the most demanding chronic patients are concentrated in the elderly, the prevalence of intelligent devices in this group is still very limited; 3, blood pressure, blood sugar and other physiological indicators of interference factors, such as diet, mood, etc. , and the way users wear them can also affect the accuracy and usability of the results. At the same time, it is understood that doctors do not recognize the test results of domestic blood pressure equipment, 4, data acquisition is more difficult, the most core body fluid composition, blood sugar, blood oxygen, lipids and other data are collected through a creative way, noninvasive acquisition technology is not yet mature, And the cost is extremely high. 5, some groups of electronic equipment more sensitive, Happy Mummy product manager Wang Zhicong introduced, before the Happy mummy Fetal language device using Bluetooth wireless connection mobile phone, but the user is still concerned about the radiation problem, eventually changed to wired connection. "Users ' homes use wireless phones and phone calls, but they can't accept our wireless connection. "Wang Zhicong said. Tao Jianhui said that chronic diseases related to the use of medical products for a long period of time, but the market has been very mature and competitive, while the maternal and child health products similar to the fetal device user cycle is relatively short, the need for other products to extend the life cycle. However, these problems do not hinder the penetration of internet services, social sharing, large data mining, cloud processing, personalized services areThe strengths of Internet companies, more user-focused Internet product thinking will also reactivate this traditional market, while for already mature market medical equipment, the Internet will be the terminal into an input device, the final competition is the Internet service, which makes mobile medicine has a broader imagination space. From the current product form theory of success or failure is too early, there is no risk there is no chance, medical + mobile Internet mode will probably start smart wear equipment first shot.