Big Data Profit Model of B2B Medical E-commerce

Big Data Profit Model of B2B Medical E-commerce

"Do you want to establish a medical e-commerce platform?" At the end of 20 13, after visiting more than 20 traditional pharmaceutical wholesale enterprises, Yu Zeng, born in 1980s, found Li Yanfei, the chairman of Sichuan Zonghe Pharmaceutical Co., Ltd. with hundreds of pages of planning book. Their conversation lasted only half an hour, and Li Yanfei decided to invest in this project.

At that time, there were few medical e-commerce companies in Sichuan, and many bosses of traditional pharmaceutical wholesale enterprises sneered at the development of medical e-commerce: "I sell medicines to make money. Why should I spend millions on this internet? " However, in a year or two, when almost all the traditional pharmaceutical companies are scrambling to plug in the fiery wings of "internet plus", Yu Zeng's team and Zonghe Medicine founded Medicine Tesco, with sales exceeding 100 million, tens of thousands of registered end users and business contacts with customers in 23 provinces across the country.

Medical e-commerce can greatly reduce drug prices.

The concept of e-commerce is not new, but the development of e-commerce in pharmaceutical industry lags behind others. "People often inadvertently associate the Internet with words such as lack of supervision and the proliferation of counterfeit goods." Yu Zeng said that drugs were different from other products and were very special. At that time, the norms for selling drugs online were still not perfect, which caused widespread misunderstanding. "All pharmaceutical operations are regulated by the national GSP, and online is not equal to counterfeit drugs."

In his view, the pharmaceutical industry in China is very closed. Yu Zeng started his business directly as a third-party medicine B2B trading platform for the first time, but he was repeatedly frustrated when trying to guide traditional medicine people to enter the e-commerce platform. In addition, medical e-commerce faces a policy dilemma: B2C restricts the sale of prescription drugs, and medical insurance is not linked to online drug transactions, so the development of medical e-commerce has been tepid. Huayuan Medicine, Haihong Medicine, Jiuzhoutong and Kuaiyijie in the east of China started the pilot work of medical e-commerce in early 2000, while Bai Ou, the real medical e-commerce platform in the west, only got the license of Internet drug trading service in 20 12 years.

Despite the obvious policy restrictions, with the liberalization of policies, medical e-commerce is gradually surging. Relevant data show that the transaction scale of pharmaceutical e-commerce in China has increased from10.5 billion yuan in 20 10 to 6.8 billion yuan in 20 14, with an average annual growth rate of 174%. In the past four years, the scale of online pharmacies has also increased from 16 to 27 1, an increase of 65438. A large part of it is B2C mode. In Yu Zeng's words, "B2C medical e-commerce has almost become a red sea, while B2B is still a blue ocean."

In the pharmaceutical B2B market, the traditional wholesale has many disadvantages and complicated processes. According to Yu Zeng, there are only five first-class pharmaceutical wholesalers in the United States at present, and the top three occupy 96% market share in the United States. In contrast, there are nearly 20,000 large and small pharmaceutical wholesale enterprises in China, and the wholesale links are complicated. "How can the price of drugs be low when the price rises at different levels and the benefits are distributed at different levels?" Therefore, the key to reduce the price of drugs is to reduce the wholesale circulation, and through B2B medical e-commerce, it can be realized from manufacturers to terminal pharmacies and even directly to consumers.

Traditional enterprises transform into "internet plus"

On February 26th, 20 14, the single-day sales of Yaoyigou in trial operation exceeded 654.38+million; In less than half a year, the sales of medical Tesco exceeded 30 million, and the monthly growth rate of members and sales exceeded 70%. In contrast, the operation team led by Yu Zeng at that time was less than 30, with an average age of less than 30.

The reduction of intermediate links is an impact on the traditional interest chain. It is not easy for Yu Zeng's team to run in with traditional pharmaceutical companies, and there are many obstacles in the early stage of drug procurement. Due to its low price, just two months after its operation, Tesco was attacked by manufacturers and other wholesalers in the promotion activities. In serious cases, it even asked Zonghe Medicine to shut down its website. At the same time, the company's internal offline business is threatened by online business, which is also full of complaints.

"Fortunately, Teacher Li withstood the pressure and delegated a lot of authority. Let's do it." Yu Zeng said that in order to improve efficiency and avoid using traditional people to do things on the Internet, e-commerce is not just an e-commerce department established by other pharmaceutical companies, but an online and offline development. Today, two years later, it has been proved that this traditional transformation model is successful. By the end of 20 15438+0 1 2005, in the past two years, there were more than 13000 single pharmacies and clinics registered on drug e-commerce, and they had business dealings with customers in 23 provinces. Drug e-commerce has become the benchmark of B2B drug e-commerce in Southwest China, and many pharmaceutical companies in neighboring provinces even came to Wan Li to learn from it. At present, Yaoyigou has set up an office in Xinjiang and gradually expanded to other provinces in southwest China.

Yu Zeng values not only selling drugs online. "It turns out that many traditional pharmaceutical companies think that medical e-commerce is a' pit' and there will be no other benefits except saving money." Yu Zeng said, "Many traditional enterprises want to transform, but most of them just want to open an online shop. This simple offline-to-online platform conversion will soon encounter bottlenecks. " The "internet plus" transformation of real traditional enterprises is not so simple.

In his expansion plan, the goal of 20 15 is: sales can reach10 million yuan, terminal members12,000 people, and business will expand to two provinces. In fact, this plan has been realized more than two months ahead of schedule. His goal is that every province in China can have a strategic alliance of drug easy-to-buy, copy the model of drug easy-to-buy, and take the online e-commerce alliance of drug wholesale. Once the framework is set up, the more users are recruited, the more they can penetrate into the local markets of various provinces, and the real value beyond selling drugs will begin to be reflected.

Profit outlet of medical e-commerce

The number of medical e-commerce companies is increasing, but the profit model is still being explored. The State Administration of Pharmaceutical Products stipulates that drugs sold online must have an Internet Drug Trading Service Certificate and an Internet Drug Information Service Certificate. According to public data, as of the beginning of this year, the Food and Drug Administration issued a 16 A certificate for a third-party trading service platform like Taobao; 86 B2B certificates for wholesale transactions, of which no more than 20 are actually engaged in business; There are 288 B2C certificates for online retail, but no more than 80 of them actually carry out business, and only a few are profitable.

How to profit from drug procurement? Yu Zeng said that there is still huge room for the customer base and variety structure of Medicine Tesco, but what Medicine Tesco really sees is the huge potential demand mining after the customer aggregation effect, which is the real goal of Medicine Tesco.

"judging the pain points of the market and customers, all this must be based on the support of data." This is the expansion logic of Yu Zeng's drug purchase. Like all sellers, manufacturers need to rely on big data analysis and judgment to sell drugs well, but gradually abandoned the original empiricism. Now that informatization is so transparent, experience will become regional thinking. Yu Zeng said that after the establishment of the online alliance of drug e-commerce, the terminal big data of pharmacies and clinics in all provinces in China will be the "anchor needle" of the future business pattern. He said that in addition to big data, e-commerce training, financial products, and even offline community medical services can be included in this system, not only varieties, but also comprehensively help terminals and upstream production enterprises such as pharmacies and clinics. Is the real mission of drug procurement.

"Looking at the industry outside the industry is the way, and optimizing the industry within the industry is art ... changing the pattern and reconstructing the ecological chain. Medicine Tesco has been on the road. " Yu Zeng said.

Third-party comments

The most important thing is to provide good service.

It is an inevitable trend for the pharmaceutical industry to become an e-commerce platform. The prospect is bright, but the road is tortuous. If every pharmaceutical company wants to take the road of the Internet, it must face the problems of ideas and talents. Traditional pharmaceutical companies need to subvert the past business model and management model, which is the biggest difficulty. The transformation of pharmaceutical enterprises' thinking must rely on relevant talents, who have Internet thinking and can combine traditional business models with Internet operation rules. But at present, such talents are relatively scarce.

E-commerce in the pharmaceutical industry requires every pharmaceutical e-commerce company to operate legally. Since they sell drugs online, they must have relevant qualification certificates. Whether online or offline, we must follow the relevant laws and regulations and act according to the rules. This is the most basic point of medical e-commerce. Second, prices need to be transparent. Although the online operating cost is relatively low, and the drug price is correspondingly low, it will cause resistance from some traditional pharmaceutical businesses, but it is an advantage after all and gives customers more benefits. To really grow up, the most important thing for pharmaceutical e-commerce companies is to provide good services and always think about their own operations from the perspective of customers.

Pharmaceutical e-commerce has a good profit prospect, but it needs a process. At this stage, the primary task of medical e-commerce is to accumulate the number of users. On the one hand, there are more users and more profits from selling drugs. On the other hand, more users can expand their profit channels. For example, there will be some advertising fees and agency fees in the future, which can bring more income to medical e-commerce.

The above is what Bian Xiao shared about the profit model of B2B medical e-commerce big data. For more information, you can pay attention to Global Ivy and share more dry goods.