With the "explosion" of e-commerce in China, the pharmaceutical industry is also ready to go, and has been involved. Medical e-commerce involves a wide range of issues, from policy-breaking ice and capital power to the deep participation of Internet giants outside the industry and non-traditional medical and pharmaceutical companies; from the channel's in full swing to the pharmaceutical industry's e-commerce From the lifting of the policy of prescription drug network sales to the evolution of the pharmaceutical business landscape in the future, it has brought unprecedented challenges and opportunities to the pharmaceutical industry. All of this indicates that the industry is on the verge of coming.
In the future, medical e-commerce will transition from the disorderly competition stage of “leading to the best†to the competitive advantage stage of “competitive hard powerâ€. Here, we ask ten questions, how to properly deal with and solve these problems will be the secret of medical e-commerce.
1. How to choose B2B and B2C
There are two key points of the policy. First, the threshold for e-commerce approval is lower. Second, online prescription drugs are about to be lifted. It is understood that the information service license and B2C license are the provincial bureau filing system, and the third-party license is submitted to the provincial bureau for approval. The B2B license does not need to be filed or approved. Most companies are concerned only with the lifting of B2C licenses and prescription drugs, while the value of third-party licenses and B2B licenses is underestimated.
Whether it is a third-party platform or a direct-operated official website, the retail e-commerce (B2C) has very high competition costs, operating costs, and promotion costs (see Table 1). From the experience of other retail e-commerce, in the short term, there is no successful case of profitability through sales of products. Therefore, it is unrealistic to want to make a profit in B2C in such a competitive environment. From the actual situation of the industry, the third-party intermediary model that gives full play to its resource advantages and the B2B business with product distribution model can be profitable. For large and powerful companies and companies with complete supply chains, we should not only focus on the retail sector.
2. How to connect e-commerce with medical reform
The delicate relationship between medical e-commerce and medical reform will affect the strategic positioning of enterprises to carry out medical e-commerce. At present, most enterprises understand pharmaceutical e-commerce as a channel. In fact, the national level intends to use pharmaceutical e-commerce as a breakthrough for medical reform, a powerful tool and a hand to break the current ills of the pharmaceutical industry. Therefore, in the long run, medical e-commerce is definitely not just a channel. With the deepening of medical reform, traditional marketing models may be subject to subversive adjustments.
Pharmaceutical companies currently have three modes for pharmaceutical e-commerce: defense mode, offensive mode, and ignore mode. The defense mode refers to the reference to the industry enterprises, adopting the imitation following strategy; the offensive mode refers to the enterprise adopting the market strategy according to the consumer demand; the neglect mode refers to ignoring the influence of the e-commerce market, and does not participate or ignore it. Enterprises should regard medical e-commerce as a strategic layout, and think that an offensive strategy can be adopted in the future.
3. Why are medical e-commerce hot?
The argument that “e-commerce is a loss of money†is widely known. The average gross profit margin in 2013 was 19.3%, and the average profit margin was -1.3%. Why is it so hot for a losing field?
There are three points that explain why medical e-commerce is fascinating and attracts many favored people: first, you can achieve a corner overtaking, and you can't achieve the results of conventional development. You can make a battle in the air battlefield. You can build one. A fortune-defying bastion, medical e-commerce and customers directly trade, strong scalability, can form a stable and replicable model; again, new tools, new ideas, new methods emerge one after another, for entrepreneurs with innovative spirit and innovative pursuit, There is a natural attraction.
Medical e-commerce is the biggest marketing model change in the pharmaceutical field in recent years. Whoever leads in this change is likely to have greater development opportunities in the future.
4. Who will grab the cake?
Most people are concerned about who will benefit after the prescription drugs are released. But for any mature market, the profit is all about playing a zero-sum game. It is better to talk about who is the most unlucky. Undoubtedly, with the outflow of prescription drugs, the hospital will be the largest invader of prescription drug sales. Of course, this is also one of the policy directions, breaking the monopoly power of prescription drugs and making the market a dominant factor in drug prices. This is the inevitable requirement for the healthy development of the industry. Here we summarize the different beneficiaries of the lifting of prescription drugs (see Table 2).
5. Where are the barriers to industry development?
Prescription drugs and medical insurance reimbursement limit the development space of medical e-commerce. At present, prescription drugs cannot be sold online, which leads to the potential market space for pharmaceutical B2C to be restricted to the OTC market of less than 200 billion yuan, rather than the pharmaceutical market exceeding one trillion yuan. The competition in the OTC market is fierce, and only the number of offline pharmacies is offline. As many as 440,000, in addition, as the OTC varieties enter the essential drug list, the share of the hospital OTC market is gradually increasing.
In 2013, the total expenditure for basic medical care and new rural cooperative medical insurance was 971 billion yuan, of which 40% to 50% was used for drug reimbursement, and the potential drug market supported by it was about 500 billion yuan. In the offline market, whether drugs can quickly open up the market, mass sales, and access to medical insurance are key factors, as is the online market.
6. How does the B2C model grow?
The threshold of B2C is relatively low, and the focus is on how to develop the B2C mode. The old B2C companies tend to develop the official website, ignoring the third-party platform. The key point of competition is professional competition. The big chain enterprises tend to adopt the O2O model, and believe that the O2O model is to give play to the inherent members of the enterprise and the advantages of localized brands to avoid vicious competition. The best mode; while small chains tend to develop independent pure e-commerce models, play network marketing is their strengths, the official website and third-party platforms are the focus, advocating subversion and transcendence. In order to develop B2C well, we must make a real breakthrough from the stage of “where the customer is, where do I go†to the stage of “Where am I, customer looking for meâ€. Otherwise, it is difficult to continue.
7. How to choose a reference company
In the future, the platform will become the main source of customers for pharmaceutical e-commerce, but the third-party platform has many problems such as poor competition, low gross profit, serious lack of professionalism, and poor marketing ability of new products. Ali platform is fully integrated in the pharmaceutical industry, involving online OTC and large health products, prescription drug apps, offline pharmacy payments and future hospitals. If you cooperate with Ali, you are likely to lose yourself; if you don't cooperate, you may lose opportunities and markets. Cooperation and non-cooperation with platform vendors is indeed a difficult question.
In the United States, App has become the strategic focus of chain pharmacies such as CVS and Walgreens. In the context of the rise of traffic, Wang, OTO and CRM big data, who can take the lead in realizing online and offline goods through system docking, providing a complete set of health management solutions throughout the sales process, who will enhance customer stickiness in the industry reshuffle And profitability. There is no doubt that the O2O model will be the first strategic development model for companies with store resources.
8, how to approve the online purchase of drugs
Behind the low permeability is a huge market space. According to the survey of drug online shopping intentions (see Figure 1), consumers who are sure or likely to purchase online drugs will account for 64% of the total in the future. Most online shopping consumers can accept the way of purchasing medical products online, and the potential consumer groups are huge. With the popularity of smart phones, especially after the update of smart phones, middle-aged and elderly people have gradually changed their mobile phone shopping mode by actively or passively changing their smartphones.
9. Who is the deer?
For the main enterprises participating in medical e-commerce, comparing their advantages and disadvantages (see Table 3), it is really difficult to say who will win in the end, but there are no doubts about the following two points: First, the industry concentration will be greatly improved. The single pharmacy will be bankrupt, the chain enterprises will usher in a frenzied merger period, and the pharmaceutical industry enterprises will also be reshuffled. Secondly, the heroes will be killed and the horses will die. This horse is likely to be a circulation enterprise and a traditional agent channel.
10. What should we do?
The development of pharmaceutical e-commerce includes five levels, namely, operations, products, brands, technologies, and services (see Figure 2). The five driving forces are progressive, and there are fusions and intersections. To design the e-commerce model, we should analyze the advantages of the enterprise itself, plan the future positioning, analyze the industry, competitors and foreign models, and analyze the path suitable for development from the three aspects of communication. The future development of pharmaceutical e-commerce must be to play the existing superior resources, achieve differentiated strategies, and compete for comprehensive strength.
We may have heard of the Dome Fixed Focus Camera/ Fixed Focus Dome Camera/ Fixed Focus Dome cameras/ Fixed Focus Digital Dome Camera/ Fixed Focus Dome Camera Amazon/ Fixed Focus Dome Camera CCTV, so what is the Dome Fixed Focus Camera? We know that the dome refers to the camera shape, so what about the Fixed Focus? Actually, the Fixed Focus refers to a type of the camera lens. Today let me introduce the camera lens for you.
Last time, I have introduced the camera lens and one classification for you. Today please let me introduce the 2nd classification for you---the classification according to the occasions.
1. The standard lens
The lens with the angle of view at about 50°(which is also the angle that a person can see without turning his head and eyes), is called the standard lens. The focal length of the 5mm camera's standard lens is mostly 40mm, 50mm or 55mm. The focal length of the 120 camera's standard lens is mostly 80mm or 75mm. The larger the CCD chip is, the longer the focal length of the standard lens will be.
2. The wide-angle lens
The wide-angle lens has the angle of view at above 90 degrees, which is suitable for shooting close and large-scale scenery, and can deliberately exaggerate the foreground to show a sense of perspective. The typical wide-angle lens of the 35mm camera has a focal length at 28mm and an angle of view at 72°. The 50mm, 40mm lens of the 120 camera is equivalent to the 35mm, 28mm lens of the 35mm camera.
3. The long focal length lens
The long focal length lens is suitable for shooting distant subjects. The small depth of field can easily make the background blurred and the subject stand out, but it is bulky and the difficult to focus on the dynamic subjects. The long focal length lenses of the 35mm camera are usually divided into three levels, 135mm or less is called the medium focal length, 135-500mm is called the long focal length, and above 500mm is called the super long focal length. The 150mm lens of the 120 camera is equivalent to the 105mm lens of the 35mm camera. The long focal length lens has the telephoto lens design because it is too bulky, that is, a negative lens is added to the lens behind , and the main plane of the lens is moved forward, then a shorter lens body can be used to obtain the long focal length effect.
4. The reflective telescope lens
The reflective telescope lens is another design of the super telescope lens, which uses a reflecting mirror to form an image. However, due to the design, the aperture can't be installed, and the exposure can be adjusted only through the shutter.
5. The Macro lens
The Macro lens can not only do the close-up macro photography, but also do the telephoto.
In conclusion, we can choose rake the angle of the view into consideration according to our needs, when we choose a Dome Fixed Focus Camera.
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