The Nuggets route of the pharmaceutical electric dealer

Summary: The House of Representatives [round Table guests] Emerging Pharmacy chairman Guo Senglong Seven Lecang deputy general manager Lin Yu Divinity Pharmaceutical Group general manager of electronic commerce Sun Wen One medicine network CEO Chen Pharmaceutical Electric Power Company since 2006 has been carrying on the floating load, many enterprises have not been able to explore a clear

House

[MDRT guests]

Guo Senglong, chairman of Xinxing Pharmacy

Seven Lecang deputy general manager Lin Yu

Sun Wen, general manager of electronic Commerce of Divinity Pharmaceutical Group

One Medicine net CEO Chen

Since the beginning of 2006, the pharmaceutical electrical business has been carrying a floating load, many enterprises have not been able to explore a clear profit path, and the face of a larger market for prescription drugs, how the situation in the case of an undetermined position? South reporters invited the industry to explore.

Aim for the young group

Nan du: The net sells the prescription medicine even if lets go, also has the restriction to release, anticipates which category will open the market first? Combined with the positioning of the electric business platform, what are the planning in the direction of investment?

Lin Yu: Online sales are more to seize chronic drugs this market, seven Le Kang will give priority to choose some of the categories related to young groups, such as dermatology, male, gynecology, pediatrics, etc., the demand on the Internet will be relatively large, followed by tumors, liver disease, cardio-cerebrovascular disease drugs will have. We sold a lot of things that were related to big health. Users mainly before the age of 35, but the purchase of prescription drugs of chronic disease group age is high, in view of this we deliberately replaced seven Le Kang brand tone, the original sprightly, lively green to calm, professional purple, this is important to promote the concept of health. Accordingly, the development of seven Le Kang also from the original "healthy before" market moved to the "healthy" market, I believe that those who have built up trust in us, with the increase in age will be willing to spend seven Lecang for their own or their families to buy medicine.

Sun Wen: After the policy release, the Divinity medicine net sells the prescription medicine mainly to the young people, the medicine for the middle-aged and elderly only occupies a small part. For the latter, the net buys the education cost is high, might as well let them go directly to the pharmacy to buy. I have always had a point of view, the network of prescription drugs do not need to seek a big, the key is suitable for their own electrical business positioning, if not in line with the high market share will not touch. Divinity pharmaceutical industry in the field of electrical business in the late start, last November only formally set up E-commerce plate, healthy white-collar and fashion crowd positioning will not be changed because of the new deal, according to the advantages and resources of each home to operate.

Chen: At present, one drug network SKU more than 40,000, of which more than 6,000 of the sales of drugs. After the release of prescription drugs, our idea is to make the sale of drugs more complete and to target a wider user base so that sales are expected to grow considerably. In order to meet this policy, we have done a lot of preparation, has recruited nearly hundred people's licensed pharmacists team, in pharmaceutical services will be more investment, hope to give users a better experience and services. In addition, we can launch a comprehensive prescription drug promotion in marketing, for the platform to bring greater flow, and then through professional pharmaceutical services, improve conversion rate, improve brand awareness. In addition, we find that in fact, because of the large number of drugs in rural areas, there is a lot of market opportunities, if the prescription drug policy is liberalized, this trend may be more obvious.

Allies ' rules for getting rich

South are: In the online sale of pharmaceutical industry chain, involving pharmaceutical companies, pharmaceutical dealers, third-party platforms and other roles, what cooperation between each other, so that the advantages of maximizing?

Lin Yu: For upstream suppliers, seven Lecang to manufacturers, but also a part of the dealer, our requirements are to have the qualification, every time the goods have documents to ensure quality. These pharmaceutical companies were close to hospitals and doctors, and with the opening of prescription drugs, they felt the potential of the Internet and paid more and more attention to medical and electronic business. We think that, since they have a doctor's resources, if the user is in the process of drug problems, whether they can find experts to consult. In this way, users in seven Le Kang can get professional consultation, and can buy medicine immediately.

Guo Rongsheng: The new pharmacy has a 50% prescription drug.

Sun Wen: The Divinity medicine itself has the pharmaceutical industry's resources, the production of fifty or sixty kinds of prescription drugs, the next will be the use of electricity to the online and offline resources to integrate together. For the third party platform, before the divinity as a pharmaceutical industry brand and chain Pharmacy was invited to settle in, the pattern is similar, like the Day Cat Medical Museum is margin + return point, the cost is not high, and we use the other side of the mature technology platform and flow advantages, and quickly enhance the brand awareness of the electric

Chen: Different from the other Third-party platforms into a large number of businesses, one drug network is a proprietary mode. Open platform can quickly expand the category, but because the product is provided by different businesses, quality is inevitably mixed, more difficult to control the standardization of goods or services. Some customer unit price is not high, the demand is big, the safety is comparatively good product, is more suitable for the open mode, but for a kind of commodity, for instance the medicine is particularly sensitive to the safety, for the user, the medicine quality is really cheaper than the price priority, and the service also needs the profession.

NET sale prescription drug after release, one medicine net may introduce the strategic partner, according to our goal, the core category must be Self-and. For suppliers, we are very focused on selection, on the one hand, we will evaluate the resources that each other can provide to us, such as price, account period, additional flow, expert resources, etc., which will lead us to choose well-known brands at home and abroad, to conduct comprehensive and in-depth cooperation; On the other hand we value service quality, product quality, delivery speed and frequency The ability to solve the after-sale disputes, these impact on customer experience indicators will be strictly. We have a sound company and product qualification review process, these basic requirements are all suppliers to meet, while giving priority to international and domestic well-known brands.

O2O Landing Preparations

Nan du: The net sells the prescription medicine relies on the O2O to fall to the ground, this piece has what concrete preparation?

Sun Wen: Now the policy is not clear, in the end is the use of electronic prescriptions, paper version of the prescription, or need to practise pharmacists online, no one knows. We are ready to do more, at the very least, we can show the prescription and complete the transaction online. In fact, the Internet pharmacy is so selling prescription drugs, the site to leave a pharmacist advisory telephone, online diversion, offline purchase, this is the most stupid one way. Divinity Pharmaceutical Online not only have pharmacies, as well as industrial pharmaceutical industry, level two business and Terminal Services providers, these resources can be integrated for the line from the line to the O2O sales services. In the future, I think that the opening of prescription drugs will be more open, will not only limit a certain form of prescription, will eventually do with the line down to the pharmacy to buy prescription drugs as convenient.

Chen: The particularity of the pharmaceutical electrical business and the current policy environment determine its dependence on the physical pharmacy, such as health insurance card online payment and prescription drug network sales restrictions, etc., these problems online pharmacies can be well resolved, this is the premise of O2O, while traditional Chinese medicine fry, refrigeration preparations, Large equipment, such as relying on physical store O2O more appropriate. And the site's biggest advantage is the ability to effectively record and identify user behavior, and based on the analysis of data to carry out personalized activities and promotion, based on the tracking of user behavior to provide timely and appropriate intimate services to make up for the real store user management blind area. In fact, we have started to try O2O, this year we and the Kang Lin Ren and reached a strategic partnership, their medical devices sold on our internet, customers orders, store distribution or to themselves, has been in Shanghai more than 10 stores pilot, this year is intended to replicate this model nationwide.