The big data profit model of B2B pharmaceutical e -commerce "Do you want to create a pharmaceutical e -commerce platform?" At the end of 2013, after visiting more than 20 traditional pharmaceutical wholesale enterprises, Zeng Yu in the post -80s was holding up.
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B2B pharmaceutical e -commerce big data profit model
"Do you want to create a pharmaceutical e -commerce platform?" At the end of 2013, after visiting more than 20 traditional pharmaceutical wholesale companies, Zeng Yu took the 80s. Hundreds of pages of planning books found Li Yanfei, chairman of Sichuan Hezong Pharmaceutical Co., Ltd.. Their conversation lasted only half an hour, and Li Yanfei decided to invest money for the project.
The pharmaceutical e -commerce in Sichuan at that time, and many traditional pharmaceutical wholesale companies scoffed at the development of pharmaceutical e -commerce: "I sell medicines well and make money. On the Internet? "But for a year or two, when almost all traditional pharmaceutical companies are scrambling to insert the hot" Internet "wings, Zeng Yu's team jointly co -founded the pharmaceutical purchase of medicines. Broken 100 million, with tens of thousands of terminal registered users, and business exchanges with customers in 23 provinces across the country.
The medical e -commerce can greatly reduce the price of drugs
The concept of e -commerce is not new, but the development of e -commerce in the pharmaceutical industry lags behind others. "People often inadvertently connect the network with the lack of supervision, fake goods and other words." Zeng Yu said that unlike other products, the medicines are very special, and the specifications of online drugs are not perfect at that time, so it is generally caused by generally, so it is generally generally caused Misunderstanding, "All drug operations have undergone national GSP specifications, and online is not equal to fake medicines."
In his opinion, China's pharmaceutical industry is very closed. Zeng Yu's first entrepreneurial business wanted to be a third -party pharmaceutical B2B trading platform, but he was repeatedly frustrated on trying to guide traditional pharmaceuticals to enter the e -commerce platform. In addition, pharmaceutical e -commerce is facing policy dilemma: B2C restrictions on prescription drugs, medical insurance and online drug transactions are not linked, so the development of pharmaceutical e -commerce is always tepid. Huayuan Pharmaceuticals, Haihong Pharmaceuticals, Kyushu, and fast and easy to carry out pilot work of pharmaceutical e -commerce in the eastern part of the domestic domestic. Go to the "Internet Drug Trading Service License".
, despite the obvious restrictions on the policy, as the policy liberalized, pharmaceutical e -commerce is gradually becoming the wind. Related data show that the scale of my country's pharmaceutical e -commerce transactions increased from 150 million yuan in 2010 to 6.8 billion yuan in 2014, with an average annual growth rate of 174%. The size of online pharmacy in 4 years has also increased from 16 to 271, an increase of 15 times. The large proportion here is the B2C model. In the words of Zeng Yu, "B2C's pharmaceutical e -commerce has become the Red Sea, and B2B is still the blue ocean."
In the pharmaceutical B2B market, traditional wholesale disadvantages are many The process is very complicated. Zeng Yu introduced that there are only 5 pharmaceutical wholesalers in the United States, and the top three account for 96%of the national market share in the United States. In contrast, there are nearly 20,000 domestic pharmaceutical wholesale companies, and the wholesale links are intricate. "One layer of price increase and benefit distribution, how can the price of drugs be low?" The wholesale circulation link, and through the B2B pharmaceutical e -commerce, can realize the direct manufacturers to the terminal pharmacy, and even directly to the consumer's hands.
The "Internet " transformation of traditional companies
On February 26, 2014, the pharmaceutical and easy purchase trial operation, the single -day platform exceeded 100,000 sales; in less than half a year, the sales and sales sales of pharmaceuticals and easy purchases broke through the breakthroughs of the sales and sales sales. 30 million, the number of members and sales increased by more than 70%per month. In contrast, the operating team led by Zeng Yu at that time was less than 30, and the average age was less than 30.
The reduction of the intermediate link is the impact of the traditional interest chain. The running -in with traditional pharmaceutical companies is not easy. The early development of the pharmaceutical purchase was suffered by many. Due to the low price, just two months after the operation, the pharmaceuticals were attacked by public opinion from the manufacturers and other wholesalers during the promotion. It is also called bitterness to encounter online business "threats".
Fortunately, President Li held up the pressure and decentralized a lot of authority. Let us let us do it. "Zeng Yu said that in order to improve efficiency and avoid using traditional people to do the Internet. Pharmaceutical companies simply set up the Ministry of Electronic Commerce, but are isolated online and offline. Today, two years later, it turns out that such a traditional transformation model is successful. As of November 2015, in the past 2 years, more than 13,000 single pharmacies and clinics registered in the pharmaceutical purchase, and 23, and 23, and 23 Customers in the province have business exchanges. Drug purchase has become a benchmark for B2B pharmaceutical e -commerce in the Southwest, and many medical companies in surrounding provinces have not even been able to learn from the scriptures thousands of miles. At present, the pharmaceuticals have already had office in Xinjiang and gradually expanded to other provinces in the southwest.
Printer that Zeng Yu values is not just online medicine itself. "It turns out that many traditional pharmaceutical companies think that pharmaceutical e -commerce is a 'pit', and there will be no other income except for smashing money." Zeng Yu said, "Many traditional companies want to transform, but most of the ideas are just opening a 'online store 'That's it, this simple offline platform conversion will soon encounter bottlenecks. "The" Internet "transformation of a real traditional enterprise is not so simple.
In his expansion plan, the goal of 2015 was: sales can reach 100 million yuan, with 12,000 terminal members, and the business has expanded to two provinces. In fact, this plan has been realized more than two months in advance. His goal is that every province in the country can have a pharmaceutical and easy -to -purchase strategic alliance, replication of drug purchase models, and online e -commerce alliances with drug wholesale. Once the framework is built, the more users who have taken over, the more the local markets of each province can be deepened, and the real value other than selling medicines starts to reflect.
The profitability of pharmaceutical e -commerce
The number of pharmaceutical e -commerce is increasing, but the profit model is still exploring. The State Drug Administration stipulates that online drug sales must have the "Internet Drug Trading Service Qualification Certificate" and "Internet Drug Information Service Qualification Certificate". According to public data, as of the beginning of this year, the Pharmaceutical Supervision Bureau issued a total of 16 A Certificate for a third -party trading service platform like Taobao; 86 wholesale trading B2B certificates, of which there were no more than 20 business business; online retail sales; retail sales There are 288 types of B2C certificates, but there are no more than 80 business in the business, and only a few have achieved profitability.
How to make profitability for medicine? Zeng Yu said that there is still huge space in the customer base and variety structure, but what the drug purchase really sees is the huge potential needs of the cluster effect of the customer.
"Judging the pain points of the market and customers, all of which should be based on the support of data." This is Zeng Yu's pharmaceutical easy purchase expansion logic. Like all sellers, manufacturers need to be sold well, and they need to use big data analysis and judgment. Instead, they must gradually abandon the original empiricalism. Now, informatization, experience will become a regional thinking. Zeng Yu said that after the establishment of the online alliance of Yaocai, the terminal big data of pharmacy clinics in various provinces across the country is the "Dinghai God needle" of the future business structure. He said that in addition to big data, e -commerce training, financial products, and even extending to offline community medical services can be included in this system. It is the real mission of Yaocai.
"Looking at the industry outside the industry is the Tao, optimizing the industry in the industry is surgery. Change the pattern and reconstruct the ecological chain. Pharmaceuticals have always been on the road." Zeng Yu said.
The third -party review
The most important thing is to do a good job of service
The general direction of the pharmaceutical industry to do the e -commerce platform is an inevitable trend. The prospect is bright, but the road is twists and turns. Each pharmaceutical company wants to follow the road of the Internet, and must face ideas and talent issues. Traditional pharmaceutical companies need to subvert the past business model and management model, which is the biggest difficulty. The conversion of pharmaceutical companies must rely on relevant talents, and needs to have Internet thinking, which can combine traditional business models with the laws of Internet operations. But now it seems that this kind of talent is relatively short.
Ip pharmaceutical industry e -commerce needs to be legally operated by each pharmaceutical e -commerce. Since they sell medicines online, they must have relevant qualification certificates. Whether online or offline operations, they must follow relevant laws and regulations. It is the most basic point for pharmaceutical e -commerce to act in accordance with the rules. Secondly, the price needs to be transparent. Although the current online operating costs are relatively low and the price of drugs is correspondingly low, it will cause some traditional pharmaceutical merchants to resist, but this is an advantage after all, giving customers more affordable. The most important thing for pharmaceutical e -commerce is to do a good job of serving and always thinking about their own operations from the perspective of customers.
The prospective prospect for profitability of pharmaceutical e -commerce is very good, but this requires a process. At this stage, the primary task of pharmaceutical e -commerce is to accumulate the number of users. On the one hand, there are more users and the profit of selling medicines. On the other hand, more users can extend the profit channels. For example, there will be some advertising fees and agents in the future. Fees can bring more income to pharmaceutical e -commerce.
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