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Methods and strategies of drug e-commerce sales
Methods and strategies of drug e-commerce sales

E-commerce model can be summarized as the result of the integration of subject, interactive content and interactive relationship. Then, the following are the methods and strategies for drug e-commerce sales that I share with you. Welcome to read and browse.

I. Overview of e-commerce

(A) the definition of e-commerce

E-commerce, referred to as EC. E-commerce is defined as:

The definition of the United Nations Working Group on Simplifying International Trade Procedures is that e-commerce refers to conducting business activities in electronic form, including enjoying unstructured or structured business information among suppliers, customers, governments and their participants through any electronic tools, and managing and completing various transactions in business activities, management activities and consumption activities.

The American government believes that e-commerce is a worldwide business activity based on the Internet. Such as network service, network transaction, network payment, electronic advertisement, etc.

To sum up, as long as it relies on network technology and adopts some electronic means to carry out business activities, it can be called e-commerce. This definition has two meanings: first, business activities will occur; Second, we should use electronic technology to carry out business activities through the network platform.

(B) E-commerce model

E-commerce model can be summarized as the result of the integration of subject, interactive content and interactive relationship. Therefore, the definition of e-commerce mode can be understood as: in e-commerce, the interactive content between subjects follows the interactive relationship.

Among them, the "subject" of e-commerce refers to all parties involved in e-commerce, such as enterprises (b), consumers (c) and governments (g). "Interactive relationship" refers to the relationship between the subjects participating in e-commerce, such as B2B and the relationship between enterprises; B2C, enterprises and consumers; B2G, enterprises and government; C2C, consumers and consumers; G2C, government and consumers. "Interactive content" refers to the activities between the subjects participating in e-commerce, such as commodity trade, enterprise management, information service, etc.

With the continuous innovation and application, the field of business model has been continuously expanded, and new e-commerce models have emerged, such as C2B, consumers and enterprises, that is, consumer-oriented e-commerce; ABC, agent (1) E-commerce among enterprises and consumers; O2O, online to offline, and so on.

Second, the definition of drug e-commerce

1. Definition of experts

Editor-in-chief Chen Yuwen defines medical e-commerce as: medical e-commerce refers to all kinds of medical commodity trading and service activities conducted and completed by medical commodity producers, medical commodity operators, medical institutions, medical information service providers, insurance companies, banks and other participants in medical commodity trading activities to exchange information in the form of electronic data through the Internet system.

2. Definitions in the policy

In 2000, SFDA promulgated the Measures for the Supervision and Management of Drug E-commerce Pilot, which pointed out that drug e-commerce refers to all kinds of business activities carried out and completed by drug producers, operators or users through information network systems by means of electronic data information exchange.

In 2005, SFDA issued the Interim Provisions on the Examination and Approval of Internet Drug Trading Services, which further clarified that Internet drug trading services refer to e-commerce activities that provide drug trading services (including medical devices, packaging materials and containers that are in direct contact with drugs) through the Internet.

For drug e-commerce, the scope of "drug" should be relatively broad, which can cover but not limited to the definition of SFDA, and can generally refer to all goods and services related to medical health. In this sense, pharmaceutical e-commerce is equivalent to pharmaceutical e-commerce; However, considering that the current drug e-commerce is mainly drugs, there are few "drugs" involved, and most of them refer to drugs themselves, the definition of drug e-commerce should be flexibly understood. The ideal drug e-commerce should enable all participants such as government, enterprises, institutions and consumers to meet the needs of business activities. Drug e-commerce should cover medical and health fields such as medicine, medical care, insurance, e-government, and can maximize medical convenience and social welfare. This should be the connotation of drug e-commerce. In the process of medical and health system reform in China, if we can combine e-commerce with medical reform according to the connotation of drug e-commerce, we will receive good results.

Operation mode of drug e-commerce

To carry out drug e-commerce, Internet companies must first obtain the Qualification Certificate for Internet Drug Trading Services before they can provide drug Internet trading services. As of September 20 14, 3 13 enterprises in China have obtained the qualification certificates for Internet drug trading services, of which 72% are C certificates. For enterprises, B2C business can be carried out after obtaining C certificate, but it is not difficult for most enterprises to obtain online sales license. Even if the company is temporarily "undocumented", it can still establish a brand as an information display platform through cooperation with pharmacies, and then apply for a certificate.

Certificate A: 13 The certificate is approved by the National Bureau, and the service mode is the third-party trading service platform. It can only serve as a platform service provider between pharmaceutical manufacturing enterprises, pharmaceutical trading enterprises and medical institutions, and may not provide pharmaceutical sales services to individuals.

Certificate B: With the approval of local bureaus, there are 74 certificates nationwide, and the service mode is the drug and enterprise trading platform (B2B), which belongs to the wholesale trading certificate of self-owned production or operation enterprises to other enterprises.

Certificate C: With the approval of local bureaus, there are 226 certificates in China. The service mode is to provide medicines to individual consumers (B2C) and sell self-operated over-the-counter medicines.

I. Main operation modes

(1) Self-operated B2C online pharmacies

Self-operated B2C online pharmacy refers to the enterprise's self-operated multi-variety medicine, which provides drug e-commerce services to consumers. Self-operated B2C online pharmacies have many kinds of drugs, strong professionalism, good controllability of drug quality and category, and provide one-stop services such as pre-purchase consultation, online ordering, professional distribution and after-sales guarantee, but the user flow is low.

The profit model mainly depends on the sales price difference, as well as from merchants and advertisements. Representative website: Jane. Com, qilekang, a good pharmacist.

(B) Third-party platform model

The third-party B2C platform introduces different businesses and also builds shopping malls to provide medical transaction services for buyers and sellers. Provide trading platform, IT support and data sharing for merchants, but do not intervene in the specific operation of merchants.

The quantity of goods is large, and the quality of goods is difficult to control, because the third-party B2C platform only provides platform trading services, which can not guarantee the quality, distribution and after-sales service of goods, but the traffic of users is high.

The profit model is mainly extracted from businesses and advertisements. Representative websites: Tmall Medical Museum and JD.COM Medical Museum.

(C) B2B procurement platform

Trading service platform among manufacturers, wholesalers and medical institutions. The profit model is mainly trading commission, advertising fee, logistics distribution and so on. Representative website: Jiuzhoutong, sincerely online.

Second, the four modes of O2O in the pharmaceutical market

What is the hottest topic in the whole Internet industry and traditional industries? The answer is undoubtedly O2O, no one. Both Internet companies and traditional industry companies are moving towards O2O. 20 14 is the first year of pharmacy O2O. As a relatively closed industry, O2O will undoubtedly bring a new round of changes to the entire pharmaceutical retail industry in China.

(1) Jiuzhoutong: Emergency medicine delivery?

Jiuzhou Tonghao Pharmacist Online Pharmacy took the lead, and its drug delivery service based on WeChat open platform attracted the attention of the industry and investors. Actually, wechat? Emergency medicine delivery? It is an application similar to the principle of Didi taxi. The main thing is to deliver the medicine to your door in 30 minutes. Once the user initiates an emergency call for drug delivery on WeChat and puts forward the drug demand, the background will automatically match the nearby franchised pharmacies and send the drug demand to them. When joining a pharmacy to take an order, the service staff of the pharmacy will contact the user to confirm the demand, and then the pharmacy staff will deliver the goods to the door to complete the service.

Based on the introduction of medicine delivery on WeChat, the capital of a good pharmacist lies in having the most amazing micro-service number in the pharmaceutical industry. When more and more pharmacies join the WeChat drug delivery platform, O2O alliance pharmacies will be formed, and the alliance will become the key for Jiuzhoutong to get through 100 meters for users. Jiuzhoutong currently cooperates with 65,438+10,000 pharmacies, and the warehousing and logistics has covered county-level units. Some local pharmacies can deliver medicine twice a day, and more remote pharmacies can deliver medicine three times a week.

(2) Neptune: O2O full coverage

Unwilling to lag behind, Nepstar put forward a strategic plan of full coverage of O2O, focusing on nationwide 1 hour fast delivery, aiming at changing the life of offline chain stores. As early as the end of February, China Neptune Star took the lead in reaching a cooperation with Alipay Wallet. Customers can pay directly with Alipay wallet when they go to Nepstar Store. This is not only the first time that Alipay barcode payment has entered the medical field, but Neptune has also become the first pharmaceutical company to test O2O.

Nepstar's O2O is not only the traditional store distribution and self-delivery, but also the use of scattered stores/outlets to achieve the coverage of the whole city (O2O full coverage). In order to achieve full coverage of O2O, Nepstar has begun to connect processes and systems, plan mobile terminals, build a service system, build and lay out multiple channels, and re-plan product structure.

(3) Jane. Com: experience shop

As the largest online pharmacy in China, Jianyi.com put forward the experience store model in 20 12, and officially landed in 20 14? Opened two experience stores in Shanghai and Jiaxing, which were creatively used to play O2O. Kenichi. Com's experience store only serves some businesses that need transactions and services. Personalized services should be provided for specific regions, specific customer groups and specific products to improve product matching, service quality and customer experience.

Kenichi. Com hopes to make a service in the experience store to the extreme. Not Jane's pursuit. Providing fast logistics service is just like an excellent pharmacist giving medicine within 30 minutes. Kenichi. Com strives to inform customers of the exact delivery time in advance. What they consider to be the ultimate is professional pharmaceutical services, on-site experience in stores, and long-term drug management for specific groups.

(d) Qilekang: online pharmacy O+O.

Qilekang never follows the routine. When others held high the banner of O2O, its founder bluntly said that O2O was nonsense, and cross-border O+O was king. Last year, the cross-border O2O cooperation between Qilekang and Baodao Optical adopted? Double 1 1? Activity, that is, you can get a designated lens exchange voucher (the market price is in 200 yuan) when you buy all the goods in 200 yuan at Qilekang Pharmacy, and you can go to more than 200 stores nationwide for free exchange with the voucher, and you can also enjoy? Free optometry? Professional services.

The logic of O+O is that Qilekang and Baodao Optics have a cross-industry (cross-industry and cross-channel) relationship, and the two sides have no direct competitive relationship (not in the same industry and not in the same channel), so they can make full use of their strengths and avoid their weaknesses and leverage each other. If you choose cross-border enterprise cooperation, both sides must have the same ambition, and both online and offline enterprises must have absolute advantages.

Third, the challenge of self-built medical APP to drug e-commerce

(A) Customer acquisition costs

Nowadays, mobile Internet products cost an average of 2 yuan per user to download. The more vertical the industry, the higher the cost. It depends on the user retention rate after downloading. The higher the frequency, the higher the demand retention rate. You buy medicine two or three times a year, and the frequency is so low that users forget you the second time you buy medicine. If the download cost is higher than others and the retention rate is lower than others, the customer acquisition cost may be dozens of times higher if the two are multiplied.

(b) service issues

If we want to build a platform like Pocket Hospital, we need to recruit a large number of doctors and set up a complicated consultation demand distribution system in the background, which cannot be completed overnight.

(3) Fairness of the platform

What is the purpose of the doctor to answer the user's questions? If you just want to sell drugs instead of answering questions, then your user experience is very poor. Users who don't buy drugs are invalid users for you, and you don't want to provide services for such users. If your platform can't maintain fairness and users know that you are selling medicines, why should they consult you?

Opportunities and challenges faced by drug e-commerce

First, the development environment of drug e-commerce

(A) the background of medical reform

1. Essential drug system

The national essential drug system is a system for effective management of preparations, production and supply, procurement and distribution, rational use, price management, payment and reimbursement, quality supervision, monitoring and evaluation of essential drugs. With the gradual deepening of the national medical and health system reform, the traditional marketing model has been unable to adapt to the ever-changing medical reform market. It is necessary to further reduce unnecessary circulation links in the drug supply chain and control circulation costs.

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