Do pharmaceutical companies want to fully control channel prices? Impossible

Special writer: General Li Youyao What is the most famous online and offline conflict incident in the history of pharmaceutical e-commerce due to price explosion? It must be the case that pharmaceutical companies cut off supplies to e-commerce platforms Because of the price, why does a third-party platform that does not sell medicine by itself but provides online link services for pharmaceutical companies become the target of a pharmaceutical factory? On the surface, the prices of products marked or traded by e-commerce platform businesses violate the regulations of pharmaceutical companies, or pharmaceutical companies are not satisfied with the price policies of businesses trading on the platform There is no final conclusion about which is right or wrong, but the core of the problem is the online drug price control It is obvious that the failure of pharmaceutical companies to supply pharmaceutical e-commerce platform shows that pharmaceutical companies have made mistakes in the price management of Internet channels Either the online channel management is not enough, or the offline channel has not been able to adapt to the situation of online marketing channels B2B (also written as BTB, which is the abbreviation of business to business) refers to the business model that enterprises exchange and transfer data and information and carry out trading activities through the private network or Internet Pharmaceutical B2B is the commodity transaction between pharmaceutical enterprises and drug terminals This transaction must be invoiced for value-added tax, especially in the era of the third phase of golden tax, no pharmaceutical enterprise dares not to issue an invoice for transaction This is especially true for the third-party platform of Internet medicine Invoice documents are stricter and more standardized than offline traditional transactions Therefore, the price of pharmaceutical products on the third-party platform of pharmaceutical e-commerce is transparent and can be traced back Returning to the above problems, some manufacturers do not effectively manage the price problem of online channels at all, but deal with the corresponding platform directly when there is a price problem As we all know, the Internet has already broken through the price information barrier Only by strictly controlling the source of goods for self-employed products can we control the price and ensure the continuity of high profits B2C is business to consumer In the field of medicine, pharmaceutical enterprises sell drugs to individuals on the Internet In this case, pharmaceutical enterprises are the terminals of drug sales mainly based on pharmacies, which can be regarded as big B and small B The representative enterprises are a series of self-supporting B2C pharmaceutical enterprises: Dingdang express pharmaceutical, qilekang, etc.; and self-supporting + platform B2C pharmaceutical enterprises: Jingdong pharmaceutical Jingcai, Jianke, yiyao.com, etc Why do I say the price of medicine B2C is uncontrollable? Because online pharmacies sell drugs to individuals without issuing invoices at all As long as it is not invoiced, it is impossible to control the delivery price from the source Even the delivery order is not good The delivery sales order can forge the price at will If sealed, it may not be the real delivery price Therefore, B2C is not possible to completely control the drug price Manufacturers only control the source of goods, but under the condition of strict control of the source of goods through offline channels, online merchants still subsidize users in private in order to obtain traffic or complete agency tasks, resulting in price disorder and damaging the market price system For the control of online drug price channels, I believe that many manufacturers have set up the post of "price maintenance personnel", but it does not work, nor can it fundamentally control the price The author's experience of purchasing medicine in Jingdong pharmaceutical is enough to prove that pharmaceutical companies can not completely control online prices, and also know some ways for online businesses to deal with manufacturers' price maintenance.