Pharmaceutical dealers prepare for "11.11"

"11.11" shopping carnival in this virtual world created by the festival, the first group of pharmaceutical manufacturers to debut. They are not so much a competitor as they are challenging themselves.

Double-edged sword

"11.11 Shopping Carnival" (hereinafter referred to as "11.11") in less than a week, the intensive preparations of the pharmaceutical and electronic business has gradually come to an end.

And now they are, agitated and tense emotions staggered. On the one hand, based on the previous years ' 11.11-year experience in the electric business industry, this day's order volume may be 10 times times or even a hundredfold growth, which has not yet enough to the sweetness of the pharmaceutical electric dealers to itch; On the other hand, with the increase in orders, the possibility of a burst of warehouse appears at any time, this for the medical and electronic business personnel, material resources, and distribution is a great test.

In view of these factors, the pharmaceutical electrical business started early preparation work.

At the end of September, the cat will be on the "11.11 shopping carnival," the investment rules announced, and on 26th entered the business registration stage.

Before this, happy People's Congress Pharmacy online Pharmacy (hereinafter called Happy Person) has already started to study "11.11", and worked out the corresponding plan.

"Given that the" 11.11 "policy is roughly the same as in previous years, this year may have a slight change, we early on the product of this piece did research, and then our delivery capacity, logistics capability configuration, as well as the corresponding software and hardware, including the addition of servers, as well as personnel preparation, including customer service, logistics team. "Happy person vice President Biopo told the new financial reporter," 11.11 "that day will have a quantity of promotion," in order to undertake this amount, we in browsing, transactions and other aspects may appear some problems, must be taken precautions beforehand. ”

Biopo examples, some problems in peacetime may not be a problem. For example, from the Day Cat Medical Museum to jump to happy People's official website, often due to interface problems, resulting in one or two orders can not be crawled, usually, as long as the customer service every day to avoid the omission of orders, no impact, "but to the" 11.11 "day, this problem will be fatal. ”

He explained that, according to Happy people peacetime orders, the server's ability to undertake is no problem, but in "11.11", "may be in just 10 minutes, there will be a huge flow impact, the server can not support, similar to these problems, we need to consider." ”

To synthesize these factors, happy people in the formulation of the plan, a very long schedule, to the potential problems of the problem of the investigation.

If every time to participate in the activities of the Cat Medical Museum, including "11.11", as a training, the Hundred Yang Health Network (hereinafter referred to as the Hundred) is a quick step.

August 8, the hundred Yang spontaneously held "" 8.8 "Experience Day" activities. On the same day, hundred sets a single day of 15,000 per cent of the record, is usually a daily customer single volume of 4000-5000 single 3 times times, customer unit price of about 140 yuan.

"8.8" for "11.11", is undoubtedly a good experience for reference, hundred in the harvest is not only "8.8" the day of the creation of the performance, "Through this training, our product preparation, warehousing arrangements, logistics coordination, as well as the backstage call center how to cooperate with all the running-in, we also probably clear to do" 11.11 "The goal will be what kind of situation. Cheng, chief market officer of the ocean, told the new financial reporter.

After "8.8", the company made an internal summary and then launched their next target plan "11.11".

Shortly thereafter, the "11.11" plan of the Jingdong pharmacist was also put on the agenda.

Target Performance

November 11, which is at the center of the last quarter of each year, is reminiscent of the sprint annual sales.

Jing Dong Good pharmacist CEO Wei that "11.11" is the birth of the meaning in the inside. "Not only" 11.11 ", Jingdong Mall's shop celebrates the day" 6.18 ", also happens to be in the first half of the year the last quarter, meaning the same.

Whether this speculation is accurate, it must be said that the preparation of the medical Shangdou has determined their "11.11" target performance, and this one.

"We want to achieve 10 times times the usual performance." Biopo Frankly, happy People's daily sales have a hundred thousand of Yuan, and "11.11" words, "must be millions of million, is a lot of questions." ”

On the present Happy person official website and in the Day Cat Medicine Hall flagship store performance situation, the monthly sales have exceeded tens of millions of dollars, which occupies more than 50% of the official website. On both sides of the performance growth rate, "the flagship store rapid growth, sales have been rising, and the official website is also improving, but no flagship store to progress so quickly." "Biopo said.

And the difference is hundred, always adhere to the official website, supplemented by the strategy, not only in the Day Cat Medical Museum opened flagship store, but also settled in the Amazon.

After "8.8" a considerable performance, said "11.11", Cheng smiled: "Our goal is relatively conservative, think the minimum to break through 20,000 single, I hope to challenge 30,000 single passenger volume." ”

She said: "In the operating capacity of the ocean, within this range is affordable, we want to challenge ourselves to see what happens to the 30,000 alone." ”

Compared with these relatively mature pharmaceutical electric dealers, later Gansu Deshendon Online Pharmacy (hereinafter called Deshendon) "11.11" target is lower.

"The sales are expected to be between 30.4 million dollars a day." "Desheng Church CEO Xu Yi told the new financial reporter, although the Desheng Hall into the days of the Cat medicine Hall only one months, but created a lot of miracle Medicine Museum."

Xu Yi Talk, Deshendon in the Day Cat Medicine Museum on the first day of the line: "Sales of more than 3,000 yuan, which is the flagship store in the Medical Museum on the first day of selling the most business." "Not only that, Deshendon on the first month of the launch of the performance, but also become the medical museum many flagship stores in the first month of the highest performance."

"Now Deshendon flagship store on-line 40 days, the cumulative sales of more than 700,000 yuan." "Xu Yi said.

In the formulation of the goal of "11.11", the pharmaceutical and electrical business more to their own reference, Jing Dong good Pharmacists are no exception.

The monthly sales of nearly 20 million yuan of good pharmacists, expected in the "11.11" this day to achieve daily sales of more than 3 times times. "The order is now kept at 7000-8000 orders per day, and" 11.11 "must be at least a single, or even 20,000. "Wei said.

Wei bluntly: "The monthly sales of tens of millions of us, is very easy to do." "But the reason for not chasing sales is because" we are thinking about services. If there is a better service, we will be more confident to allow customers to accept more favorable prices, sales can be doubled. "(Chen Yixi)

Human test

The realization of target achievement is inseparable from manpower.

In the resolution of the "11.11" on the day of the personnel problem, the medical and electronic agents, but are the same.

To this end, Jing Dong good pharmacists in one months ago set up a "11.11" promotional project group. "This group is not an additional person, nor is it completely out of work, but rather a regular discussion on a daily basis." "said Wei.

At the back end, the good pharmacist will extend the working hours of the staff to ensure that the goods are sent out quickly. At present, its team size is about 150 people.

Happy People's approach is the internal potential, through the deployment of internal personnel to coordinate. Specifically, to customer service personnel, for example, usually two shifts down the working state, and to the "11.11" This day, "Day cat Operation team Customer service can not rest, at the same time, we will be the official website of the customer service transfer." "Biopo said.

Happy People's Day cat operating team of about 50 people, the official website because of the need for technical department to maintain, personnel is the former twice times, the two total of more than 170 people. The number of customer service will exceed 20 after deployment.

In addition to two shifts down, happy people will be in Beijing, Shanghai, Nanchang, the entity pharmacies in the temporary call of shop assistants. "But before we do this, we will have a two training." Biopo says that they are now starting to train their skills.

Distribution, Biopo said, logistics companies will be additional staff, from the original day two classes to pick up, into a day 3-4 classes. "Because the crates are likely to accumulate very quickly this time, we have finished the process." ”

At the same time, "several logistics companies have agreed to send us two separate people, from morning till night, to pick up and pack with us so that we can quickly get out." "Biopo said.

This may be the same solution for many pharmaceutical dealers to solve shipping problems. The same is true of Deshendon, Xu Yi said.

And for the logistics company sent to the scene of the practice, Cheng not recognized. "Drugs, unlike other products, require strict adherence to national GSP standards, and our logistics background and warehouses are absolutely off-limits to outsiders, which involves security issues." ”

She further explained that the company will be the professionals of the product sorting, distribution, packaging and packaging, and then to the third party logistics personnel.

Meanwhile, Cheng also said that the time node is not on the logistics company, but in picking. According to the experience of the hundred ocean, the average will have 2.7 products, "but in the" 11.11 ", in addition to the increase in customer orders, the number of products per order will be increased. We will extend the working hours of our in-house staff and expedite the sorting process. ”

At the same time, "11.11" This day's order volume for logistics companies, is not a small burden.

According to Biopo, the cat has long asked them to sign an insurance agreement with a number of logistics companies. At the same time, the major mainly for the day Cat distribution logistics companies, also with the cat conducted a number of rounds of consultations to ensure that the goods in the "11.11" after 7 days all sent out.

Just a few days ago, Biopo and several logistics company's boss is still chatting about this matter, logistics companies need to assume the entire electrical industry distribution tasks. "They also think it's a lot of pressure. ”

Heat and cold

"11.11" is a fresh holiday for the medical and electronic business. Last year, Taobao Mall (Cat's name) medicine Museum is still in the state of a half shutdown, can only carry out the operation of health food, no "11.11".

Today, the day Cat Medical Museum has been settled in more than 40 pharmaceutical dealers, of which two monthly sales have been tens of millions.

In fact, the official activities of the cat on "11.11" do not contain any medical and electronic business.

Gieggio, head of public relations with the cat, confirmed this to the new financial reporter. He explained that due to the particularity of the pharmaceutical electrical business, for those who are willing to participate in the "11.11" of the medical and electronic business, the cat will have specialized operators to organize activities with them, but not the official activities of the cat, do not enter the official cat to the commodity "11.11 shopping Carnival" logo activities, " Because their goods are not here to complete the transaction. ”

But that does not reduce the enthusiasm of the drug dealers. Gieggio said that most of the pharmaceutical dealers will participate in "11.11" activities.

But there are exceptions. With these riveting enough to prepare for the "11.11" of the pharmaceutical electric dealers, pharmacies network (also known as the Beijing-wei-da Pharmacy online pharmacy) appears more calm.

Starting from November 1, the annual celebration of the pharmacy network will continue until the end of December. This year has been the 7th year of the event.

For "11.11", pharmacy network deputy general manager Ma Xiao Frankly, the pharmacy network presents a relatively low-key and stable posture: "We do not want to change these, so will not be special treatment of" 11.11 ", the anniversary event has been covered. ”

Of course, the pharmacy network will also participate in "11.11", but will focus on the promotion of health care products, rather than drugs.

Ma Xiao that the decision, on the one hand, is based on the traditional consideration of the annual activities of the pharmacy network; On the other hand, unlike other products, consumers do not buy more because of a holiday, but because of demand.

As we all know, "11.11" is the day cat made the electric Business Festival. Last year's "11.11", also known as the god Stick Festival, Jingdong Mall and other major electric dealers have also been involved in. This year's "6.18", originally is Jingdong mall's shop celebrates the day, the cat also comes to join in the fun.

The interesting thing is, "in the past, the electric business is your festival, I have my section, not string, now are strung." Wei smiled and said.

And this year's "11.11", the days of the Cat Medicine Museum and the East good pharmacist are ready. Although the medical and electronic companies do not confide in competing with others, but are secretly watching each other, compared to the high and low.

It is understood that China's entire pharmaceutical retail market, including pharmaceutical makeup, adult supplies, health products, such as the scale of at least 500 billion yuan, and the entire pharmaceutical industry is still less than 500 million yuan scale, accounting for less than 1 per thousand.

"These dozens of pharmaceutical dealers in this market, less than 500 million yuan, you hit me, I hit you, no meaning." "Biopo said," the corresponding is not the competition between the pharmaceutical companies, but the competition with the real economy, the future of pharmaceutical electricity companies in the 500 billion yuan, how much, rather than in the 500 million yuan, each accounted for how much. ”

Wei also said: "The pharmaceutical electrical business is also in the territory of the stage, I am big, even if 20,000 per day, are growing in self, because this circle is too big, I have not big enough." ”

Nevertheless, in order to avoid in the "11.11" Day and the Day Cat Medicine Hall head-on, Wei Hope, "11.11" before the Jing Dong Good pharmacist ushered in advance a peak. After all, "11.11" is made by the cat, the main battlefield of the day will be there.

It is understood that China's entire pharmaceutical retail market, including pharmaceutical makeup, adult supplies, health products, such as the scale of at least 500 billion yuan, and the entire pharmaceutical industry is still less than 500 million yuan scale, accounting for less than 1 per thousand.

(Chen Yixi)