360 ° perspective of pharmaceutical e-commerce market pattern (with detailed data interpretation)

Source: win win meeting 2015-08-07 since the first pharmaceutical B2C license appeared in 2005, pharmaceutical e-commerce has gone through 10 years of development in China During this period, a batch of pharmaceutical e-commerce enterprises went on and on Due to the unpredictable Internet, the competition pattern of pharmaceutical e-commerce industry has experienced several rounds of alternation and transformation in the past few years, until now it has entered a relatively stable stage So, what kind of market pattern does the pharmaceutical e-commerce present now? Let's look at it through the data of Tmall medical center 1 10% of the enterprises created 50% of the sales volume According to the information communication data, from January to June this year, the sales volume of OTC drugs, medical devices, family planning products, health care products and medical services of tmall Medical Center totaled 2.21 billion yuan, and the sales volume of contact lenses is estimated to be around 486 million yuan It is estimated that the total sales volume of tmall's medical center from January to June is about 2.696 billion yuan In addition, according to the latest data of CFDA, there are 329 enterprises that have obtained the certificate C of Internet drug trading service qualification The author learned from the data cube that at present, there are about 200 enterprises with stores in tmall Medical Museum Among the 200 enterprises that generate sales, kangaido is a little better in sales, with a market share of 7.35% to become the chief business Top 10 enterprises account for more than 35% of the sales, top 20 enterprises account for more than half of the sales, top 50 enterprises account for nearly 80% of the sales, other enterprises' sales are very low, the overall operation has not been really done, accounting for about 30% of the total share Regardless of whether the "28" principle of traditional industries is suitable for the pharmaceutical e-commerce industry, in a word, the current situation seems to be closer to the "28" principle 2 At present, there are six categories in tmall's Medical Museum with high concentration of each category Specifically, the sales of medical devices accounted for the largest proportion, 36.67%, followed by OTC drugs, accounting for 23.07%; the sales of family planning products accounted for the same proportion as contact lenses In the future, if the online sales of prescription drugs can be liberalized as desired, there will be opportunities for large-scale growth of drug categories In the category of medical devices, the sales of top 20 flagship stores accounted for 66%; in the category of OTC drugs, the sales of top 20 flagship stores accounted for 64%; in the category of family planning products, the sales of top 20 flagship stores accounted for nearly 64%; in the category of health care products, the sales of top 20 flagship stores accounted for 75% From the data, we can see that the market concentration of all major categories is very high, and it is very difficult for the enterprises ranking lower to break through in a certain category 3 By analyzing the comprehensive strength of the enterprises in the three camps, we can find that the enterprises in tmall's medical center are divided into three camps: the first camp is an enterprise with a balanced category structure, drug sales ability and strong overall operation strength of the store, and the representative enterprises are kaiaido, jianyi.com and Haiwang Xingchen, a vertical pharmaceutical e-commerce enterprise Data shows that kangaido is not only the leader of tmall's flagship store, but also the leader of OTC drugs and family planning products The proportion of OTC drugs, medical devices and family planning products is 26.6%, 24.9% and 41% respectively; Jianyi.com ranked second in OTC drugs and medical devices, with sales of OTC drugs, medical devices and family planning products accounting for 35.9%, 42.6% and 12.9% respectively However, the sales proportion of the three categories was 35.1%, 25.4% and 31.5% respectively The second camp is an enterprise that takes 1-2 strong categories as the core to promote the influence of stores There are two main types of enterprises in this category: one is the flagship stores directly operated by brands, such as Yuyue, Omron, Durex, etc.; the other is the category of black horse in the flagship stores of pharmacies, such as Dekai, Asia, mainly medical devices, and qilekang, mainly contact lenses, etc The third camp is the enterprises with lower comprehensive strength and no obvious category advantage Based on the above data, it is not difficult to find that the current pharmaceutical e-commerce pattern is relatively stable as a whole For the underachievers, with the increasing operating costs, such as the lack of sustained capital and the support of resources from all parties, it is difficult to survive and develop However, the competition among the top core enterprises will be more fierce than ever Who can win? In addition to seeing who can grasp the opportunities brought by policy liberalization, the test is more the capital strength and resource integration ability of enterprises On the whole, the author believes that enterprises in the first camp have stronger e-commerce operation ability, supply chain integration ability, balanced category structure, better foundation in drug sales, and greater opportunities to take advantage of the situation.