Online pharmacy Red Sea a piece, not to be eliminated

Objective：

The initial rise of online pharmacies dates back to the 1998 of the late 20th century, when Shanghai's first medical store opened the first online pharmacy in China. But then the whole market has been "furtive" and wait-and-see state, until December 1, 2005, the Chinese Food and Drug Administration announced the "Internet drug trading services approval of the interim provisions" after the implementation of the online pharmacy is officially a proper identity.

and the "temporary provisions" promulgated, before the "hidden" online pharmacies and long peep this emerging market line brand chain pharmacy operators swarming, especially concerned that the 2011 Taobao Medicine Museum opened and closed, closed and opened. In the short 7 years of 2013, more than 100 Internet pharmacies have received the Internet Drug Information Service certificate and Internet Drug trading service certificate. such as Jian Yi net, Kang Love many, happy person net, 800 square, good pharmacist, health guest net, 1th Pharmacy, Tongren Temple, seven Lecang and so on, to E-commerce market, this quantity is obviously too huge, online pharmacy enter Red Sea competition state, has become indisputable fact.

Online Pharmacy Red Sea Competition Puzzle

Starting from 2005, many enterprises with certain qualifications have applied for double certificates, but some enterprises are considering the current situation of the industry and the strategy of enterprise development, although they have double certificates, they do not hold their feet; there is also the beginning of a high-profile, then died down, without the following. During the 7 years of the scuffle, the online pharmacy market pattern began to appear, many have the strength and strategic vision of the operators began to compete for market brand status and share. For example, No. 1th shop to buy 1th large pharmacies to build online pharmacy platform, Kyushu Tong da Pharmacy and Beijing-East initially joined hands, seven Le Kang large pharmacy began to expand Taobao after the establishment of their own electric platform, Kang Love more at the same time operating Taobao flagship store and independent electric platform, and even many online pharmacies began to implement the whole network of electric business channel strategy.

0 brand Planning Lo Tiancheng that from the current situation to analyze, although there are online pharmacies advertised the size of the annual sales to how much, but overall, online pharmacies still do not have a strong leadership brand, the concept of popularization also awaits, and this is meant to have a vision of the online pharmacy operators in the future opportunities for strategic opportunity.

In the past, the current status of online pharmacies like the early years of clothing and digital vertical electrical business development process, since 07, China's apparel and digital vertical electric manufacturers rapid development, such as PPG, red children, cotton nets, new eggs in China, Amoy nets, but today, through a number of rounds of competition shuffle, Surviving to become a handful of category-electric commodity cards. In such a large environment, online pharmacy operators need to think calmly how to break through the status quo, from the Red Sea competition to stand out, in order to gain future market leaders and brand identity status.

The pain of the vertical electric dealer

Turn over the development course of the vertical electric dealer, we can easily see a few common phenomenon: the first is the development of early blowout, many operators swarmed, involved in a vertical category of the electric business, such as digital household electrical appliances are determined to network, Jumeirah Network, Jingdong Mall, the new seven-day electrical network, Bowser network, new Egg network, and many other electric business platform; After the competition reshuffle, only a few enterprises can survive in the industry, but the development is still full of suspense, such as Hit's grand collection of products, network, bazaar, Dream, Amoy, the state of purchase, such as the prospects are still worrying, take the show network positioning changes frequently, said soon will be profitable; Integrated platform to shape vertical channels by virtue of the flow advantage run vertical type of independent electric business platform development. The biggest problem for the vertical electric dealers is the introduction of flow, and for the platform-type composite, the development of vertical category flow is only incidentally. That year handle nets, 24 coupons and other buy net monopoly, and finally survived is its own huge flow of QQ group purchase and Taobao together cost-effective.

Analysis of the existing online pharmacy business model, we can be grouped into the following main 4 categories: 1, multi-platform operating online pharmacies, in addition to have an independent electric business platform, but also Taobao or other third-party platforms with distribution stores, such as Kang Love more, happy people, seven Lecang, etc. 2, independent electric business Platform management, 3, platform electric dealer online pharmacy, such as the online Pharmacy No. 1th, that is, independent operation, is also the channel 1th store channels content station. 4, drugstore mall platform, such as 800 parties. Comprehensive statistics, online pharmacies more than 100 of the operating quantity, has long made the industry to form a saturation, shuffle will be sooner or later, as to the end of who or winner, it is necessary to see the operator's skills, 而况 even if the online pharmacy industry gold status, but also need to face such as Taobao Medicine Hall No. 1th store such a powerful platform for competitors, in order to stand out in a competitive brand, to participate in the development of similar electrical business experience, it is not easy, is the so-called, the road long its repair far XI.

Suggestions on the development of five-point strategy for pharmacy online

Online pharmacies to stand out in the Red Sea, rapid development, to obtain the advantage of future competition, Lo Tiancheng suggested that the following 5 aspects of strategic planning:

1, the creation of online pharmacy brand Sharp weapon

Online pharmacies, there are few brand-defined brand positioning and image, and as a competitive tool for brand building, almost ignored. Several online pharmacies on the website of the slogan, such as the gold Net "letter to the line, kin to quality", happy people Net "China well-known trademarks", Kang Love More "a more caring, more than a healthy", health passenger network of "healthy Send Home", seven Le Kang "China Professional online Pharmacy", It is difficult to form a clear and memorable brand image in the consumer's mind, for example, the "China famous trademark" used for spreading the positioning of the happy man net is wrong, because when the PRC trademark law is amended, it expressly stipulates that the words "well-known trademarks" shall not appear on the product packaging, Nor can it be used in commercial activities such as advertising campaigns and exhibitions. And Kang Love more "One more love, more than a healthy" more like an advertising language, seven Le Kang's "China Professional online pharmacy", positioning is easy to copy, and large and fuzzy.

0 brand Planning Lo Tiancheng that brand building is a systematic process, interlocking, mutual promotion. Simply from the brand image positioning level to analyze, we can try to purchase from the consumer psychology to complete the brand positioning point. For online pharmacies, consumers do not buy drugs, but health, is a reliable way to solve the disease. and to promote consumers to form a purchase choice, but also from the authority of consulting doctors and the efficacy of their own quality of medicine. For example, when we buy cold medicine, experts suggest that the effect of drugs is the core factor of consumption decision. Therefore, the online pharmacy brand positioning can be from these 2 aspects, such as positioning as "your private family Doctor" "the largest authentic online pharmacy." Of course, can also be considered from other angles brand positioning, such as "offline stores the most online pharmacies", "the largest comprehensive online pharmacy" and so on.

In the era of electricity market competition, the brand's shaping and dissemination is very important, the electric business belongs to the fast service construction, once the promotion and the shop operation develops, the sales volume will grow rapidly, but with the matching brand and the management but the relative lag, such question in the initial is ignored, along with the traditional industry brand participation, this question is increasingly obvious, Even affect the sales and development of electricity dealers. A short time ago a news for the electric business brand sounded the alarm bell, the article said, the traditional brand into the electricity quotient, to the inherent brand advantages of the impact of the network of electronic commodity licensing. Clearly, the brand as a means of not duplicating the competition, whether in the traditional industry or the electric business industry, are critical. Ignoring the brand value and brand strategy, whether facing the competition between peers or cross-industry competition, will lose the favorable opportunity.

Hundreds of online pharmacies in the fierce competition today, online pharmacy operators only to brand and marketing as a means to market-oriented, in order to obtain rapid development, otherwise, will soon disappear in the shuffle.

2, the development of advantages of the product strategy

The relevant data show that the prescription drug market is a huge market, and OTC over-the-counter product sales is only a fraction of it, but to involve in the prescription product sales market, but also need national policy support and permission, in the current online pharmacy market, this is only a looking forward to it.

In fact, for the electrical business, product price war is still the main mode of competition, in the era of the pan-electric business, the price of brand products is basically transparent comparable, therefore, the head of the BoE Liu has been stressed that the electricity business is the price war.

Analysis shows that in Taobao platform shopping, consumers will basically be horizontal to a number of shop single goods price comparison, who price low, who will be able to obtain consumption options. For online pharmacies, if the product strategy can not be differentiated, such as access to exclusive distribution rights or specialized production services to a platform for the brand products, then the price war is bound to face the first threshold. Of course, if the use of Porter's cost, scale and concentration of advantages to try to carry out the price war, there is a certain market advantage, but online pharmacies in the initial development, is basically evenly balanced, to use the industry competition strategy, obviously more difficult. For example, no one can have the absolute sales share of the entire market in order to gain the cost advantage of scale sourcing.

Lo Tiancheng that China's online pharmacies in the lack of access to the exclusive brand of the premise, to avoid the price war is clearly impossible, then we can still from the bundle of sales, group buying scale sales and other aspects to enhance the price war effect. Second, we must learn to reverse standardize supplier price management, so that the market price difference is smaller; Finally, by shaping the platform brand, under the same price conditions, access to consumer preferences.

From a category strategy perspective, online pharmacies can also extend the range of product services, expand the length and breadth of product lines, learn from foreign online pharmacy product category management experience, online pharmacies in addition to operating conventional OTC drugs, but also can supplement health care products, sex goods, food, Medicine Books, hospital registered booking, Medical devices, such as products or services, the full use of consumer channel resources, not only can increase the competitiveness of differentiated, but also to improve the overall sales. In the course of business, through sales data analysis, stabilize and consolidate cash flow products and services, support and development of dairy products and services.

3, the formation of a wide, deep and long distribution mode

Channel for the King today, who has the widest distribution of channels to distribute resources, who can quickly access to development opportunities, the online pharmacy market is also the case, Kyushu Tong Large pharmacy had originally reached a marriage with Jingdong, although the results of the two sides huff, but we can see that the High-quality platform channels for the development of online pharmacies play a great role in promoting. Including the previous online shopping market, 5 million online buy color TV manufacturers can get today's market position, but also by virtue of the portal network this powerful platform channel. On the independent online pharmacy platform, the promotion and sales of its own platform, obviously with less effort, and with the help of platform channels and segmented distribution platform, it can quickly gain market share and share. This includes platform-type electric business cooperation, such as Beijing-East, when, the Bank of the electric business platform, such as the third party platform and distribution, such as Taobao, Pat, etc. network distribution promotion system, such as with the Network Union CPS and CPA Cooperation, the formation of a push-customer alliance. The implementation of the whole network distribution, in the process, the implementation of the "wide net, refined analysis, focus on investment, sorting attention"

4, the development of customer relationship management system

Today, more and more electric business enterprises begin to attach importance to customer relationship management. Lo Tiancheng that, for the electric business enterprise, customer relationship management system implementation and maintenance, compared with the traditional mode, but also has a unique advantage. Unfortunately, in the last few years, it has only been understood and valued by the electric business enterprises. Marketing industry has a saying: the cost of developing new customers is to maintain the cost of old customers 6 times times, the enterprise 80% of the profit from 20% old customers repeat purchase. Chogylad's 250 rule says there are 250 potential customers behind a customer. This shows the importance of customer relationship management. We can from online registration to Customer attribute classification, customer sentiment maintenance, client promotion management, direct realization of networked marketing, through the analysis of customer attributes and consumer data, the formulation of product and marketing strategy, enhance consumer customer stickiness and loyalty, this is how convenient.

5, internal repair operation, outside practice promotion

Online pharmacies are essentially a website, but there is the property of E-commerce, to do a good job, we need not only to build a website, but also need to do a good job online marketing functions.

Lo Tiancheng that a good site has 5 points to note: The first is the aesthetics of the interface, followed by the timeliness of access, the third is the rationality of the framework design, four is the timely updating of the content, the last is the optimization of the internal structure. For the site's visual, functional framework, such as UI design, more need to deliberate, a good website UI, at least five basic elements need to do, respectively: visual image clear, simple and easy to understand the website interface, functional graphics follow the rules, Web server response quickly, the overall style of the site consistent. Of course, in the Network Marketing era, site SEO optimization design is a must base, do search optimization people know that the station optimization done, outside the station SEO promotion to do well.

For the online pharmacy of the electrical quotient property, after studying several online pharmacies, I found that online pharmacy on-line marketing means still need to be rich, it is recommended to draw on the marketing method of using the electric quotient platform including Taobao, for example, on the basis of a certain amount of traffic on a limited discount, second kill, group purchase, buy gifts, brand special events, integral Exchange Through a wealth of marketing activities, enhance user stickiness and user activity.

Operation and promotion, itself is a work system, for online pharmacies, the promotion not only means that users can be introduced into the flow, but also undertake to expand corporate brand awareness and create a good brand image of the responsibility. The promotion of good and bad, directly affect the development of the platform. The author has investigated a lot of online pharmacy microblogging platform operation Status quo, found that its interactive and communication is very weak, although there are hundreds of thousands of of the attention, but one of the water is clear, in the media marketing rampant today, to learn to master the advantages of new media for the promotion and dissemination of the use, so as to integrate the widest media, for development.

The Internet market has been following the rules of the game faster than eating slow fish, online pharmacy industry is in the long initial competition elimination process, simply rely on Taobao such third-party platform to obtain sales, is subject to others, nor long-term development strategy, and online pharmacies themselves such as logistics distribution, drug quality, quantity is not rich, Too much reliance on Taobao flagship store sales, unable to sell prescription drugs, consumers urgently need and distribution conflicts and so on problems also need to be resolved.

In order to establish their own brand in the industry, the online pharmacy operators should look to the future, calmly analyze and judge the status quo of competition, and quickly formulate corresponding competitive strategies.