From the perspective of retail cross-border services, how do chain pharmacies use private domain operations to break the ice?

Listed companies are the vane of their industries. In the newly released semi-annual report, six listed chain pharmacies in China continued to trot, the number of stores increased steadily, and the revenue growth rate exceeded double digits. This was achieved under objective unfavorable conditions such as repeated epidemics, irregular suspension of sales of "four kinds of drugs", closure of stores and reduction of passenger flow. The revenue of six chain pharmacies for half a year is based on the company's announcement that it is normal for the company's living environment to be turbulent due to changes in the external environment. Enterprises must deal with the uncertainty of external market with the certainty of business model and the certainty of internal operation mechanism of the company. It may be worth studying how chain pharmacies can cope with environmental changes and achieve such growth. In the past, the development model of chain pharmacies was large-scale expansion, but with the development of the industry, the break-even point is constantly improving. Due to the epidemic situation and other factors, many chain pharmacies set the break-even period as two years, while the shortest before was only six months. External expansion has to continue, but it should be transformed from the extensive way in the past to high-quality expansion, focusing on the endogenous growth of refined management. Arterial Network hopes to learn the secret of maintaining high growth of chain pharmacies and what kind of partners chain pharmacies need now from the three dimensions of "people", "goods" and "field" by digging the semi-annual reports of six chain pharmacies. "People": Fine Operation Insights into Potential Demand "There used to be a view that the pharmaceutical retail industry was not afraid of the Internet because customers needed services to buy medicines. However, in recent years, the development and services provided by medical e-commerce have far exceeded imagination. If the traditional pharmaceutical retail industry does not change, the outcome is self-evident. " An industry insider told Arterial Network. In the direction of reform, six listed chain pharmacies have highlighted one point-private sector operation. With the diminishing marginal effect of Internet expansion, the traffic dividend is disappearing, and there is a lack of traffic both offline and online. The quality of future development does not depend on the flow, but on the "retained" quantity. The amount of "stay" is a private domain. ■ Building a segmented membership system For chain pharmacies, whether they are doing offline activities, cooperating with third-party platforms, or even their existing members, they can only be regarded as traffic rather than "retention". Pharmacies also need a private domain operating system to upgrade themselves to private domain "retention" in order to become the engine of development. And membership is the foundation of all this. Take the data of the semi-annual report of the people's pharmacy as an example. By June 30, 2022, the total number of members was 66 1 1 000, of which 5.06 million were added in the first half of the year, and the number of active members was 14 1 800, accounting for 6.3% of the sales of members and1.of visitors. It can be seen that the operation of members is still in a relatively primary stage. The establishment of membership system is a gradual process, which needs to be carried out around four scenarios: membership renewal, retention, access and transformation. It is necessary to innovate member advertisements in offline stores, subdivide online communities, exchange between public and private fields, and use digital tools to accurately reach and realize offline transformation. For chain pharmacies, private domain operation is to upgrade from traditional product operation to member operation and human operation. Private domain not only refers to members, but also includes members' data assets, such as member portraits, crowd attributes, consumption data, consumption characteristics and so on. And carry out accurate digital operations around these data. For example, six chain pharmacies have established membership system, opened online shopping malls and offline stores, and designed grading permissions for members. Based on digital tools such as enterprise WeChat, establish the connection between members and stores, and then conduct targeted operations. The membership size of six chain pharmacies is subject to the company's semi-annual report. In the operation of private domain, the establishment of community is an important part, which bears the role of establishing close contact with members and excavating value, and is also the core of building a closed loop of private domain. Times are progressing. If you just pull members into the group to release promotional information or send some irrelevant marketing words, it is obviously not a refined operation. A valuable community needs to organize a group of people with the same value orientation (health needs, hobbies, etc.). ), consumption concept (price sensitivity, promotion sensitivity, etc. ), and even humanistic feelings (filial piety, parent-child, etc. ), so that group members have the same goals and meet their social needs. Only in this way can the group produce vitality and high-quality transformation. ■ Chronic disease management has become a breakthrough. With the strengthening of the aging trend, the number of patients with chronic diseases has increased year by year. In the semi-annual reports of six chain pharmacies, the management of chronic diseases was highlighted without exception. For pharmacies, chronic disease management has become an important sector contributing to revenue, and it is also an area that will continue to exert its strength in the future. Six chain pharmacies have different ways to deal with chronic diseases, and they are all committed to building their own service models. People's Pharmacy: Hardware+Software+Service Mode People's pharmacies have set up Bluetooth smart devices for self-checking of chronic diseases such as blood sugar, blood pressure, heart rate, blood uric acid and blood lipids in 65 million stores nationwide. From 2020 to June 30, 2022, more than 8 million people have filed files, 20 million people have self-tested services, 20 million people have paid a return visit, and 20,000 people have taught online and offline. It is not only helpful for customers with chronic diseases to monitor disease indicators, improve medication compliance, but also enhance store passenger flow and customer stickiness. Tang Yixin: People-oriented, patient-friend mutual aid mode Tang Yixin's service is people-oriented. On the basis of close cooperation with well-known experts in public hospitals, through centralized consultation mode, the personalized, standardized and collaborative management scheme of chronic diseases is realized according to the interdisciplinary and multi-disease medical care service needs of patients. In the mutual aid mode, patients are organized according to diseases, and they urge and help each other to strengthen self-management and improve the quality of life. At the same time, Tang Yixin has adopted a "five in one" chronic disease management model, combining medication habits with behavior habits, and using international standard exercise prescriptions, nutrition prescriptions and psychological prescriptions. By the end of June 2022, there were 996 chronic health care stations in Tang Yixin, involving 45 branches in 7 provinces and municipalities directly under the central government. Lin He Jian Zhijia: Building a professional chronic disease management system. On the basis of professional pharmaceutical services, Lin Jian established a chronic disease management team, established a life-cycle chronic disease management system centered on patients' needs, improved patients' compliance from professional services, and established a welfare system for chronic disease members. Chronic disease management experts provide chronic disease health files, tests, safe medication information, medication guidance and tracking, and complications management for patients with chronic diseases. By the end of June 2022, there were more than 1.200 chronic disease service personnel, nearly 1.400 chronic disease service outlets and 20 chronic disease management diseases. Health Home has opened 303 medical insurance stores for chronic diseases, and established a system of nearly 700 stores specializing in chronic diseases such as hypertension, diabetes, heart failure, stroke, sleep health and skin diseases. Through the training and professional guidance of specialized pharmacists, a perfect pharmaceutical care plan, health professional knowledge training and patient education plan have been established from the aspects of disease treatment, symptom improvement, complication treatment, nutritional support and health management. After that, through the pharmaceutical affairs management system, follow up the professional return visits of customers' medication and health consultation to enhance the stickiness of chronically ill members. At present, Health Home has recruited 6.5438+0.3 million members with chronic diseases. The number of transactions of members with chronic diseases is 654.38+0.7 times that of ordinary members, and the unit price of customers is 654.38+0.3 times that of ordinary members. ■ Summary: It can be seen that chain pharmacies are changing from drug-centered to patient-centered, and the management of chronic diseases has also changed from single drug sales in the past to a chronic disease management system covering the whole life cycle of patients. In addition to selling drugs, we also provide them with a series of services such as chronic disease health records, testing, safe medication information, medication guidance and tracking, and complication management. These services also need the participation of external enterprises. For some pharmacies, it is customary to take management as the center, and professional services are seriously damaged. Even if membership management system is built, it will not be designed based on pharmaceutical services. Such a system is difficult to meet the overall needs of chronic disease management. At this time, if there is a one-stop solution for the out-of-hospital market, from pharmaceutical companies to pharmacy terminals, while responding to consumers' emergency and diversified scenarios in a timely manner, we will help pharmacies improve their operational capabilities in all directions by establishing an omni-channel, all-category refined marketing system. For pharmacies, it is very attractive. "Product": Building a business model to undertake incremental market. From the perspective of commodities, chain pharmacies should be prepared for incremental drugs. In the semi-annual report, the six major chain pharmacies clearly put forward various measures to undertake the outflow of prescription drugs. In recent years, National Health Commission and the Medical Insurance Bureau have successively issued policies to promote "dual-channel" management, establish prescription circulation centers, and bring designated retail pharmacies into the scope of medical insurance drug supply at the national level, thus ensuring the certainty of drug separation and prescription drug outflow in the future. According to the data of Yifeng Pharmacy's semi-annual report, in the past few years, the sales proportion of retail pharmacies in the three major terminals (public hospital market, pharmacy market and public primary medical institutions) increased by 3.2%, and prescription outflow played an important role in this process. From the perspective of the pharmaceutical retail market, the proportion of prescription drugs continues to rise. The proportion of prescription drugs in retail sales has increased year by year, and the data comes from Zhongkang ·CMH. According to Zhongkang ·CMH, the proportion of prescription drugs is increasing year by year. In 20 18, the proportion of prescription drug sales in the national drug retail market was 38.4%, and by 2022Q 1, the proportion had increased to 45.5%, up by 7. 1 percentage point. During this period, the proportion of OTC was relatively stable, maintaining at around 34-35%. According to Ai Weikun's data, prescription drugs accounted for 7 1.8% of the hospital market in China in 20 18 years. There is still room for the outflow of prescription drugs, which will be gradually released in the next few years. Also from 20 18, provincial units actively set up a prescription circulation platform to promote prescription outflow. With the rapid development of national drug talk, the dual-channel management of drug circulation will bring income to pharmacies in the short term. What pharmacies need to do is to reach cooperation with pharmaceutical companies to ensure the supply of related drugs. To this end, the six major chain pharmacies have invariably increased the proportion of stores near the hospital, and the professional allocation to undertake the outflow of prescription drugs has gradually strengthened. Yifeng Pharmacy has set up a strategic leading group for prescription outflow and a professional prescription drug division to undertake prescription outflow through all channels. For offline, relying on various professional pharmacies, deepen cooperation with related manufacturers. At present, there are 200 kinds of drugs negotiated in the national medical insurance agreement, and nearly 650 kinds of prescriptions are exported to hospitals. We have established in-depth cooperative partnerships with more than 50 suppliers in/kloc-0. For online, Yifeng Pharmacy has laid out the electronic prescription business. At present, as the first listed company in Hunan Province to access the prescription circulation platform, it has successfully completed the circulation of electronic prescriptions to its own stores. Shuyu Civilian Pharmacy also stated in the semi-annual report that it will continue to strengthen the construction of hospital stores, dual-channel qualified stores and standard pharmacies. By the end of the reporting period, Shuyu civilians had set up 57 designated specialized pharmacies for serious diseases, more than 270 roadside stores and 8 standard pharmacies in Shandong Province, and DTP sales including tax exceeded 570 million yuan, up 84. 13% year-on-year. In the first half of 2022, there were about 10% hospitals, 168 stores with dual-channel qualifications, 1 DTP pharmacies, 1565438 sales of DTP and 37% sales of prescription drugs. In the future, we will give further play to the advantages of the layout of hospital stores, and promote DTP pharmacies, "dual-channel" stores, Mente and Menman to obtain medical insurance qualifications to meet the outflow of prescriptions. In the layout of Chinese medicine business, according to public information, chain pharmacies have sorted out Chinese medicine products with relatively high gross profit margin in addition to the incremental market of prescription outflow, which is also a large incremental space. In recent years, many documents have been issued to liberalize the sale of Chinese herbal pieces in retail pharmacies. In addition, with the aging population and the further improvement of residents' health awareness, the sales market of Chinese herbal medicine products is expected to be further opened, and many chain pharmacies have already been laid out. ■ Summary Around the element of "goods", the six major chain pharmacies have made a lot of layouts around the incremental market, and these layouts have also brought revenue growth at the sales end. With the increase in the sales scale of prescription drugs in chain pharmacies, the supply of prescription drugs will gradually change from distributors to pharmaceutical companies in the future. The cooperation between pharmaceutical companies and chain pharmacies has a scale effect and is a win-win situation for both parties. The purchasing cost of pharmacies can be reduced, and the new products of pharmaceutical companies can open the market faster under the promotion of large storefronts of chain pharmacies. "Market": Diversified management to create a "big health entrance" model According to the prospectus of Health Care, in 20 16 years, the sales composition of Japanese retail pharmacies only accounted for 32.2%, cosmetics accounted for 2 1. 1%, and daily groceries and other products accounted for 46.8%. In addition, American chain pharmacies have long adopted the diversified business model of pharmacies and convenience stores, expanding their business categories to health and beauty-related products. Therefore, based on the experience of the United States and Japan, domestic chain pharmacies have been actively trying to diversify their operations. Yinxintang has expanded its "single-minded convenience" business and increased the promotion of lottery tickets and personal beauty products, hoping to attract and expand more potential consumer groups through diversified business models. In the first half of 2022, the sales of personal beauty products in Tang Yixin involved 36 kinds of products. In Yunnan Province, 657 counters have been set up to promote personal beauty products. In just half a year, sales have exceeded 100 million yuan. Shuyu Civilian Pharmacy accelerates the online and offline layout of the aging product line for the elderly customers in the store, and at the same time develops the layout of the online O2O aging product area to create an aging-friendly fine service within a radius of 3 kilometers. For young consumers, accelerate the diversified layout of healthy snacks and imported nutrition products, and rapidly increase categories such as eye protection, small household appliances and household cleaning products under the normalization of the epidemic. Taking the creation of a product area suitable for the elderly as the breakthrough point, implementing the old-age or barrier-free transformation in the store can not only make the shopping experience of the elderly better, but also enhance the experience of customers of all ages entering the store. In addition, many chain pharmacies are still exploring the integration mode of "medical+medicine +X". With the improvement of health awareness, the health awareness of the general public began to change from disease treatment to disease-free prevention. Pharmacies have also explored the development model of "medicine+medicine +X", hoping to build a complete medical service system from prevention to treatment and play a supplementary role outside the hospital scene. Chain pharmacies gradually realized the empowering value of commercial insurance to their own business and began to explore this aspect. For example, the professional pharmacy business mentioned above relies on third parties to protect the series of pharmaceutical companies, pharmacies, doctors and patients. There are three main functions of commercial insurance in pharmacies: increasing categories, maintaining the stickiness of existing customers and promoting new customers. In the semi-annual report, the People's Pharmacy proposed to build a multi-level medical payment system and service of "basic medical insurance business+commercial insurance", explore various cooperation possibilities with insurance companies, seek new business growth points, and create a development model of "medical care+medicine+insurance". Da Shen Lin will actively explore the mode of "medical treatment+medicine+nursing+examination+insurance", provide one-stop health service in the form of innovative services, undertake social responsibilities, expand business scope, serve a huge customer base and enhance customer stickiness. In September last year, we acquired Shankang Henuo Insurance Brokerage Co., Ltd. through a subsidiary and set foot in insurance business. One heart goes further. In the first half of 2022, the sales of third-party insurance business reached 376.5438+0 billion yuan, an increase of 33. 165.438+0% compared with the same period of last year, and the sales of third-party insurance business accounted for 5.78% of the total sales of chain stores. The scale of third-party insurance business continued to grow. As early as a few years ago, Health Home began to lay out a diversified community health service ecosystem. According to its prospectus, Health Home's business covers community professional convenience pharmacies, convenience stores, Chinese medicine clinics, community clinics, physical examination centers and so on. On the basis of pharmacy as the main format, Health Home gradually explores the modes of "pharmacy+convenience store", "pharmacy+clinic" and "pharmacy+physical examination center". In the first half of this year, the total revenue of the convenience retail sector was 654.38+97 million yuan. ■ Summarizing long-term consumption habits makes pharmacies all over the community a natural big health window. How to use this window to expand the simple drug selling mode in the past into a whole-process management service mode, integrate various formats and incite a larger health management market than drugs is the development path that chain pharmacies are exploring at this stage. Taking insurance companies as an example, with the help of the window of community chain pharmacies, the target customers can be reached more accurately, and pharmacies play a screening role, further reducing the sales cost of insurance. Future trend: the digital intelligence ability of the new infrastructure of chain pharmacies, whether it is the refined private domain operation, the expansion of commodity categories and the development of multi-format integration, can not be separated from the support of information systems. At present, the informatization construction of pharmacies mainly focuses on inventory management, membership management, medical insurance, commodity management and so on, and it is still in a relatively primary stage. Faced with the one-stop health service scenario and digital marketing needs of pharmacies in the future, such a system will not help much. From the development stage, this information construction is the first step of pharmacy digitalization. Combing the business of six chain pharmacies in the semi-annual report, we can see that with the evolution of external environment such as prescription outflow, sinking medical resources and combination of medical care and nursing, the traditional business model and simple scale expansion can no longer constitute the core competitiveness of pharmacy management, and reform is an indisputable measure. In the past, pharmacies mainly sold drugs, but in the future, with the intensification of market competition and the change of users' habits, the development direction of enterprises will change from operating stores to operating users, from flow thinking to "guaranteeing quantity" thinking, and from marketing promotion to customer service. All these require enterprises to be driven by digital intelligence, integrate business architecture, application architecture, data architecture and technical architecture, and create a digital intelligent health service platform suitable for their own business. In addition, pharmacies should strengthen their diversified business capabilities, strengthen the construction of in-depth service capabilities such as pharmacy services, and provide consumers with more quality medical services. In the future, pharmacies, as one of the main carriers of primary medical resources, will evolve into convenience health centers and provide more diversified medical services. All this is inseparable from the steps of pharmacies from digitalization to digital intelligence. In this process, whoever can provide the perfect solution will have the opportunity to occupy a considerable share. The era of relying solely on "selling drugs" to support the rapid development of chain pharmacies has passed. In the era of mobile internet, with the continuous improvement of people's pursuit of quality of life and the normalization of epidemic situation, consumers have undergone earth-shaking changes in consumption concepts, consumption patterns and consumption demands. Middle-aged and elderly people are forced to quickly complete online shopping enlightenment education and become a new online shopping user group; Physical pharmacies that were once considered to be the most difficult for e-commerce to capture began to encounter the dilemma of falling passenger flow; After 95, who are more keen on maintaining fitness than their elders, they have turned into a healthy army in the new era. In the face of this great change in the pharmaceutical retail industry, chain pharmacies are also actively responding. They opened the door, attracted all possible partners to participate, and used their advantages of infiltrating the community to connect various services and people. Although the final effect remains to be seen, every exploration they make is to lay a solid foundation for the future development of the industry.