The right way to open the new retail of Medicine

Source: drugstores in the 21st century 2018-01-19 have been highly Internet-based in China The Internet has accelerated the process of social change and brought new ideas of consumption, which will surely promote the reform of retail Due to the need of policy promotion, transformation and upgrading, the pharmaceutical retail industry began to explore the future development of the industry before the concept of new retail was proposed, such as pharmaceutical e-commerce, diversification, traditional Chinese medicine projects, etc After the concept of new retail was put forward, the industry showed great expectations for the new retail of medicine, but due to the particularity of the industry, the exploration in this area is still in the initial stage of exploration For traditional pharmacies, the pressure of transformation and upgrading makes them more willing to try in this regard Before that, many directors of traditional pharmacies expressed this way when communicating with reporters, but they didn't know where to cut in due to the lack of understanding and unknown of new things Recently, the pharmaceutical e-commerce enterprises such as Dingdang fast medicine and Jianke have made constant new actions in this regard, especially increasing the layout of offline physical stores and accelerating the exploration of new retail routes of medicine As soon as the concept of new retail becomes a new starting point and new retail is put forward, it stands at the tuyere, and unmanned convenience stores, unmanned supermarkets, fresh supermarkets, etc are all in place, which, for a while, arouses the vision and agitation of the retail industry for "new retail" Compared with the whole retail industry, new pharmaceutical retail has many differences, especially the policy has a huge impact on it Because of this, the industry's attitude towards new pharmaceutical retail is more "concerned" In the 2017 "Friends of time" cross year speech by Luo Zhenyu, who received the industry's attention, he also elaborated on the new retail, which is different from the previous analysis and judgment of many experts and tycoons on the concept of new retail His elaboration is less harsh and professional vocabulary, and more about the nature of new retail This may have a different inspiration for the new retail of medicine, which is now feeling the stone and crossing the river
Luo Zhenyu said in his speech, "new retail sounds mysterious, but its essence is very simple - just two words, efficiency; the so-called new retail is just to let more people buy more goods at a cheaper price, in a more convenient way and with a better experience; since it's an efficiency war, it's very simple It's faster to find goods, pay more, and deliver goods faster No Is that all right? " For the new retail of medicine, the same applies Some people think that medicine is a matter of low-frequency rigid demand, especially medicine e-commerce, which is actually a cognitive gap between product centered and consumer demand centered models In fact, the public's demand, pursuit and demand for health are not low-frequency, but will become larger and larger How to excavate and develop the gold mine in this area, so that health products and services can efficiently meet the needs of consumers, and make it a new growth point, has become the first issue of new retail medicine thinking Some data show that in the past few years, the growth rate of sales volume of fast moving consumer goods in China has continued to decline, but the growth of sales volume can still be achieved by upgrading products and raising unit prices in various forms, but no more consumption demand has been created The survival and development of pharmaceutical retail enterprises depends not on the products sold, but on the customers Consumer demand is changing What can pharmaceutical retailers do besides adjust, innovate and adapt to customers? For the traditional drugstore, the product centered model will inevitably transform and upgrade, and only by raising the unit price of products to get more sales, will consumers continue to pay? On the other hand, in the tide of new retail of medicine, many enterprises have been aware of the wind direction, and constantly increase the strength and speed of innovation, including Jianke, Dingdang fast medicine, quanyuantang, Wanyun health, etc At present, the development of new medicine retail mainly has two main lines: the medicine e-commerce infiltrating offline and the traditional pharmacy seeking online For pharmaceutical e-commerce, it seems that it has a congenital advantage to develop a new retail of medicine that integrates online and offline, people and goods yard Recently, the downward penetration of pharmaceutical e-commerce has been frequent In addition to the continuous consolidation of B2C, o2o and other business models and mobile medicine, the offline and channel sinking has become their regular action in the layout of new pharmaceutical retail Recently, in the application of the most strict designated drugstore of Beijing Medical Insurance recognized by the industry, 7 Dingdang smart drugstore stores of Dingdang fast medicine have passed the acceptance of Beijing medical insurance It is understood that Dingdang smart pharmacy has set up a traditional Chinese medicine hospital and chronic disease management, which can obtain users offline and serve at least three scenarios for the same user For consumers, smart pharmacy can not only meet the daily use of drugs, but also help users with health management According to the logic of Jingdang fast medicine, they need to do two things, one is how to motivate online users, the other is how to motivate offline users Offline scene service is to stimulate offline users, so that offline pharmacies can get rid of the dilemma of consumers going after buying, and turn to health service management At the same time, the brand image drugstore built by Jianke, a well-known online pharmaceutical enterprise, recently opened in Wanda Plaza, Luogang, Guangzhou This is also the eighth DTP pharmacy arranged by Jianke, where consumers can buy all kinds of drugs for rare diseases, tumors, new drugs and special drugs, etc they can also get them online, send them online, and even provide online consultation services In addition, quanyuantang listed on the new third board opened two new retail pharmacies at the end of 2017 According to the introduction, quanyuantang new retail drugstore starts from the perspective of close to the user's daily health management scenarios, with the omni-channel advantages covering o2o, third-party and self operating platforms, implants mobile medical, PBM and other business modules, relying on e-commerce for centralized storage, de spatial drainage, and intelligent distribution of Internet orders, and builds a closed loop of intelligent health management experience for users These off-line pharmacies marked with the concept of "new medicine retail" are really different from many traditional pharmacies: use Internet technology to open up business modules in e-commerce, mobile medicine and other aspects, and realize closed-loop health management Even the decoration style has Internet characteristics Of course, influenced by the consumer's consumption habits and coverage, it remains to be seen whether these enterprises can make new breakthroughs in the new retail of medicine However, they all focus on using data to improve the service experience of consumers Offline pharmacy is an important scene for accumulating consumer interaction data, and online and offline data fusion will generate explosive force While traditional pharmacies with a large number of online physical stores may be able to provide some reference when they are transforming to the new retail direction of medicine Shao Qing, a senior observer of DTP pharmacy or medical e-commerce industry, believes that 2018 will be the year of take-off of pharmaceutical o2o, and that pharmaceutical o2o will change from "fast delivery" to "fast delivery service", which reflects the optimization and improvement of the current offline sales pain point, and gradually realizes the Internet's empowerment of chain stores As a matter of fact, DTP pharmacy focuses on the characteristics of long-term cooperative stickiness with patients through specialized services The demands of patients with anti-tumor, hepatitis C and autoimmune diseases will mainly flow to DTP pharmacy These characteristics are also an excellent testing ground for new retail medicine Xie Fangmin, CEO of Jianke, believes that the rise of DTP pharmacy mode is in line with the endogenous demand of drug circulation chain Under the policy environment of prohibition of online sale of prescription drugs, especially in the policy environment of prescription outflow and separation of medicine, it is expected to become the best solution for multi demand It is understood that since the first DTP pharmacy of Jianke was launched in September 2016, 8 have been deployed, and DTP pharmacy will become an important platform for promoting online and offline integration development In the future, Jianke will introduce online video consultation in every DTP pharmacy Patients can directly consult with doctors in DTP pharmacy and offline physical hospitals Through electronic prescription, patients can directly purchase drugs in DTP pharmacy or send them online We will also provide long-term one-to-one follow-up service for patients with difficult and miscellaneous diseases, chronic diseases and special conditions, and provide professional service support in medication consultation, health management, etc According to the analysis of relevant industry reports of Ping An Securities, whether the DTP model can truly stand out depends on whether it can truly solve the pain points of all parties in terms of professional services, channel control, logistics capabilities, o2o future layout and other key success factors This is also the most effective way to temper the new retail of medicine