Release date: 2015-08-03
In order to cut into this market, the US group's take-out has fully cooperated with the pharmaceutical O 2O platform known as “fastâ€, and added the “pharmaceutical†entrance. The goal is to provide the best experience for the hundreds of millions of users in the country to deliver medicines to home. Jointly build the country's largest pharmaceutical O2O platform.
Baidu take-out launched the drug delivery service, which is through the drug to force, peony network, Beijing Guardian pharmacy, the people's Sunshine Pharmacy and other drug sales platforms have been connected to Baidu take-out to achieve, the slogan is "Beijing as the core radiation nationwide" .
Since the current take-out platform is still in a state of burning money, it is difficult to make a profit. Cutting into the medicine O2O seems to make people shine, and suddenly finds a profitable "another village."
Lin Wenbin, a pharmaceutical analyst at Analysys think tank, told the author that the take-out platform has the advantage of doing medical O2O: First, it has established a nationwide or specific regional network layout; second, it has added to existing businesses. The medical entrance is an extension of value-added services. From this perspective, it is conducive to income generation. Third, the users of take-outs have a strong overlap with the users who purchase drugs online. Such users are white-collar workers who are busy at work. Young people are the mainstay.
In theory, if the medicine O2O is set up well, compared with the traditional medical e-commerce, there is no problem in making money in the future. However, the author believes that in the short term, it is still necessary to cross the four thresholds to achieve the level of profitability.
The first is the real profit problem. Based on the Internet thinking drug O2O business, the take-out platform to do medical e-commerce is bound to need to open the price, but as we all know, before the prescription drug online sales have not opened, the drug list sold by the take-out platform is limited. Most of the products that can be bought are O TC generic products that are fully competitive in the market. The profit margin of these drugs is not high. Although the take-out platform does not require much investment in traffic, the logistics cost is still there, so the early profit problem is still worrying. How to go through this hurdle is related to whether this new format can continue.
Secondly, how to connect medical insurance payment with such a platform is also a test for the distribution platform of medical O2O, because it will affect the prosperity of online shopping consumption. Although we have noticed that Ali Health has announced that it has signed a cooperation with China Pacific Insurance's Taibao Lianhe Health Insurance Co., Ltd., China UnionPay also bluntly said that it is currently communicating with the medical insurance department, and the next step is to pay for the mobile phone account payment function. Under the unified deployment of the Medical Insurance Bureau, it was officially launched, but the former is holding commercial insurance instead of national medical insurance. Although the latter has cooperation, the official support of the national medical insurance department cannot be expressed, and the timing of the real prosperity of medical e-commerce is better. Difficult to come, the related medical O2O business should have a big development.
Again, the potential policy risks of pharmaceutical O 2O also need to be noted. At present, although the take-out platform generally emphasizes that due to the particularity of the drug, the cooperative merchants for the take-out selection are all drug sales enterprises with large scale, good reputation and many years of experience in selling drugs, and many stores have independently launched the delivery service. However, according to the current cooperation model of the take-out platform and the medical B2C online store or the medical e-commerce, the distribution method adopts a combination of the platform and the pharmacy self-delivery and the free distribution of the take-out platform. Take Baidu takeaway as an example, it intends to let the "Baidu takeaway knight" participate in the distribution. In this way, while speeding up the distribution of medicines, it is necessary to mention the GSP certification of medicines. Some medical e-commerce analysts admitted to the author that the current drug GSP has no clear requirements in the medical e-commerce industry, but because the emerging industry is closely related to the health of the people, with the gradual liberalization of prescription drug online sales in the future, the supervision and treatment of drug logistics Approval of the qualification of the distribution subject may be followed up.
Finally, the take-out platform to make drugs O2O, but also to deal with the difference in profit requirements between online stores and online platforms. According to an expert from a pharmaceutical e-commerce company that cooperates with Baidu, the current online store demand for business gross profit is at least 40%, no 40% is difficult to make profit, and the online take-out platform may have a gross profit demand of about 15%. Live. The difference between the two requirements for gross profit may not be easy to deal with. Even if the early take-out platform has subsidies when cutting in, the long-term huge subsidy to the offline may not be a long-term solution.
Source: Southern Metropolis Daily
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