Release date: 2016-09-18

Recently, the State Administration of Food and Drug Administration will issue the questionnaires on the examination and approval of Internet + drug transaction service enterprises by the provincial bureaus, together with the recent investigation of illegal sales of prescription drugs, standard drug distribution systems, and suspension of third-party online sales platforms. Policy, industry insiders say this is a signal that the regulation of medical e-commerce is becoming stricter.

In this environment, online pharmacies such as Rehabilitation Home, Jianke.com and Good Pharmacists have accelerated their transformation and laid out O2O business under the line. Among them, the rehabilitation home, which mainly sells professional equipment, has undergone many transformations.

"The store that has closed down has been closed down. We have already climbed out of the dead. Whether it will experience more 'destruction' in the future is still unpredictable." Recently, Chairman of the Rehabilitation House, Bo Xi, on the 21st century economy The reporter said. Since 2011, professional medical device stores have suffered from policies, e-commerce and other impacts, and the living environment has become more and more difficult.

The Rehabilitation Home has acquired the O&G Pharmacy, which has online sales of pharmaceutical qualifications, and has placed O2O online. It has also adjusted its position to provide a post-market health management service platform for single-patient patients. Initially formed a professional segmentation strategy for online and offline medical device retail, Dekai Pharmacy and physical drug stores to provide chronic medicine, and to undertake post-hospital services and layout of the hospital aftermarket.

Curve layout O2O business

After the establishment of the first physical store in Beijing Friendship Hospital in 2004, the offline chain has developed rapidly. Since 2006, it has become a home care bed, wheelchair, oxygen generator, “three high” category, electric wheelchair and Scooter in the domestic retail champion.

However, with the advent of the Internet + era, especially the opening of the Tmall Medical Museum in 2012, the rapid outbreak of medical e-commerce was initiated. In addition to the low gross profit caused by Internet + competition, retail chains including Rehabilitation Home must also deal with high rents, high labor costs, and difficulties in customer retention.

At the same time, offline medical device stores have also encountered policy "attacks." Since 2011, pharmacies in most provinces in the country have been able to swipe their cards, but equipment stores cannot enjoy this policy; only pharmacies with network management qualifications can sell medical devices online, and medical device stores do not issue online sales licenses. That is, companies that specialize in medical devices are not allowed to sell online, and pharmacies that also operate medical devices can apply online pharmacy licenses to conduct online sales of devices.

Bai Wei said that in 2011, the original rehabilitation home was ready to launch the listing plan, but it became a bubble under many accidents, and from 2012 to 2014, the most difficult years of the rehabilitation home were ushered in.

“E-commerce has developed rapidly during this period, but we have no way to sell products online. At the same time, physical stores have been squeezed by e-commerce and suffered a closure.” During this period, many chain stores closed down and the home of rehabilitation collapsed. More than 40 stores were closed in the tide.

For the power of the Internet +, Bai Hao did not dare to take a nap. For example, he said: "In 2013, Jianyi Net Omron's sphygmomanometer sold a total of 25 million yuan. The unit price is 200 yuan to 300 yuan, and the sales volume is over 100,000. Taiwan, and our 100 physical stores shipped tens of thousands of units last year."

In order to develop the medical device online business, Rehabilitation Home has acquired the Dekai Pharmacy with online sales of pharmaceutical qualifications, and the curve layout line O2O, which is integrated into mainstream e-commerce platforms such as Tmall, Jingdong and No. 1 stores; The policy impacts on the problem of physical stores, and the rehabilitation home itself has opened pharmacies.

However, the living environment of medical e-commerce has gradually become stricter recently. For example, strict investigation of illegal sales of prescription drugs, regulation of drug distribution systems, and suspension of third-party online sales platforms, etc., in the eyes of the industry, this is a strict regulation of medical e-commerce. signal of.

Bai Wei believes that the rehabilitation home has a unique advantage in O2O, that is, its powerful offline store, especially for medical device sales, because medical devices have their own specialities, they need offline experience, such as wheelchairs, not suitable. Wheelchairs can cause hidden damage to the user's neck, waist, joints, etc. The data shows that this ratio is as high as 70%.

Targeting the market for stroke hospitals

For the development goal of Rehabilitation Home O2O, Boss hopes to build a health management platform and provide professional private health services such as remote diagnosis, medication tracking, family health management, and realize the five-way docking of users, medical equipment factories, insurance companies, medical insurance and hospitals. .

It is reported that through the provision of online and offline medical device retail companies, Dekai Pharmacies and physical medicine stores to provide chronic medicine, the establishment of Jianbaobao company to undertake large-scale equipment rental, family accessibility facilities and other services, Shien Chinese Medicine Hospital in the future Home-based rehabilitation training will be carried out for single-patient patients, and each subsidiary will be a traffic portal. The cost of passengers will be greatly reduced by multiple business decomposition.

Among them, Dekai Pharmacy has established in-depth cooperation with many companies, including Lilly Pharmaceutical, Yabao Pharmaceutical, Zhongsheng Pharmaceutical, etc. Cooperation with Xi'an Yangsen, Merck, Sanofi and other brands is also in close negotiation. . Bai Wei said that the future category of Rehabilitation Home will target different chronic diseases, and the above-mentioned pharmaceutical companies are able to provide chronic disease solutions.

At present, the Rehabilitation Home is positioned to provide a service-oriented platform for post-market health management for single-patient patients, and to lay out the post-hospital market. At present, the focus is on brain stroke.

The post-hospital market is also the most concerned part of medical device companies, pharmaceutical listed companies, and pharmaceutical e-commerce. After the patient was discharged from the hospital, the relationship between the hospital and most of the doctors was basically over, and at this time the patient's recovery has just begun, and this part of the market should not be underestimated.

Taking strokes as an example, Academician Wang Jude, deputy director of the National People's Congress Science, Education, Culture and Health Committee and deputy director of the National Health and Family Planning Commission, pointed out that about 2% of the residents over 40 years old in China had suffered from strokes. It is estimated that there are more than 10 million stroke patients in our country. Some insiders estimate that the average treatment and rehabilitation cost per patient after discharge is 30,000 to 50,000 yuan per year, and the annual cost of 10,000 stroke patients is 300 million to 500 million yuan.

However, although the market prospects of the hospital are enticing, there are still several thresholds for medical e-commerce intervention.

First of all, whether you can open a shop around the hospital, the superior geographical location requires high rent; secondly, the customer's ability to divert, choose patients with clear medical needs to enter the store; the third is the pharmacy service ability, through the licensed pharmacist to provide customers with The fourth is the profitability of non-pharmaceutical products, ensuring the sales of medical devices, health foods, cosmetics and other products; and the ability to coordinate with suppliers.

Source: 21st Century Business Daily

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