The "Internet Food and Drug Administration Supervision and Management Measures" is just around the corner, which means that the imagination of medical e-commerce will go straight to the trillion-dollar prescription drug market from the 200 billion yuan OTC market, and then expand to the big health market of about 300 billion. With the refinement of supporting policies, it is estimated that about one-third of the amount will be reflected online, that is, 900 billion. In the face of such an unprecedented gold mine, the number of online pharmacy licenses has increased to more than 200. Most pharmaceutical industry enterprises have embraced from the wait-and-see to actively embrace the alliance with the princes on all routes, intending to pre-empt the policy.
Touch the net enterprise to taste the fruit
The e-commerce of pharmaceutical companies has erupted, including Dong'e Ejiao, Sanjiu Group, Guilong Pharmaceutical, Harbin Pharmaceutical Group and other giants, all of which have cooperated with online pharmacies, and the record is good.
It is reported that Dongya Ejiao 250g and 500g Dong'e Ejiao block have achieved sales of more than 20 million, ranking first in the Tmall Medical Center drug sales; and in the second and third place Huiren Shenbao and Liuwei Dihuang Pills The monthly sales also exceeded 4 million and 2 million respectively.
The Sanjiu Group has told reporters that it is very happy to join hands with the big pharmacy Tmall flagship store. "They have a very high understanding of e-commerce. Last year's 'buy 39 drugs donated 39" medicine box was an unprecedented success, which not only drove sales several times, but also made the health concept of Sanjiu Pharmaceutical more deeply rooted in people's hearts." Coincidentally, Guilong Pharmaceutical, as another strategic partner of the common people's e-commerce, also highly praised it. It is reported that the two sides have made overall plans for brand promotion, mobile strategy and new media marketing in 2015, and the cooperation funds will set a record.
Xu Wenlong, an industry veteran who specializes in traditional enterprise transformation research, told reporters that due to the particularity of the industry, pharmaceutical companies must do their own e-commerce, and they must have both medical knowledge and e-commerce. At the same time, e-commerce requires strong system support, and the degree of information management on the supply chain is very high. “The best way is to 'find professional people to do professional things'. Pharmaceutical industry companies can expand the pharmaceutical e-commerce business and strengthen brand building and diversified strategic layout by cooperating with high-quality online pharmacies."
Sales miracle can be expected in the future
Shi Wenlu, managing director of the online pharmacy of ordinary people, believes that the e-commerce business is an upgrade and supplement of the current industrial enterprise business model, which will lay the foundation for new marketing changes.
“For Durex, the Durex counter is not just a sales platform for ordinary people. It also includes branding and direct interaction with consumers. For example, during the relevant events, we will open the Durex Green Channel specifically when consumers ask When a product is received, it will immediately receive a full-time customer service reply to avoid losing potential customers due to the over-busy customer service. At the same time, the two parties jointly develop a promotion policy to give full play to the characteristics of social new media stickiness and high information arrival rate. Launching activities in different contexts, such as collecting gifts, evaluating gifts, and so on, to promote the integration of publicity and sales - service is word of mouth, word of mouth is publicity."
“In addition, the Durex Group has also given us the support to spare no effort. Not only has the online pharmacy of the people as the starting platform for its new products, but also has done a lot of cooperation in brand building and new media marketing, and it has gained a lot.†Shi Wenlu added .
Independent e-commerce observer Huo Qizhen agrees: For well-known industrial enterprises, an end-to-end e-commerce system is necessary in both short-term and long-term perspectives. In cooperation with high-quality online pharmacies, brands can enter relevant channels more quickly and professionally to achieve higher sales targets – especially for international brands such as Durex, the online pharmacies of ordinary people can provide localized services for global brands, making shops Become the brand's sales and market position faster.
"More importantly, this is just a 'microcosm' in the tide of the current drug companies. The arrival of the real wave is also after the release of the new medical policy. Once implemented in 2015, it will undoubtedly attract more for e-commerce. Traffic, the 'sales miracle' of various online pharmacies can be expected in the future." Huo said.
All is ready except for the opportunity
On May 28 last year, the State Food and Drug Administration issued the "Internet Food and Drug Administration Supervision and Management Measures", which pointed out that it would allow the sale of prescription drugs online, the legalization of third-party drug sales platforms, and the availability of online licenses for individual pharmacies. The industry generally believes that online pharmacies have ushered in the best golden period in history.
"Pharmaceutical separation" is just around the corner
It is reported that Tmall and No. 1 stores have been approved by the State Food and Drug Administration in advance and become the online retail retailer of drugs on the Internet's third-party platform. Later, Jingdong also obtained relevant approvals from the State Food and Drug Administration and made online sales of prescription drugs. ready.
Shi Wenlu believes that the huge market capacity of China's pharmaceutical industry has not been effectively released before. After the implementation of the New Deal, the marketization process will accelerate, and the role played by online pharmacies will be irreplaceable, and consumers will favor “people's big pharmacies— The recognition of the nation's first chain of brands will also help the booming development of the e-commerce of ordinary people. At the same time, once the relationship between medicines and hospitals is separated, pharmaceutical industry enterprises need to find quality retail channels including the Internet. The relationship between pharmaceutical companies and online pharmacies will become even closer.
“Slyan Pharmaceutical has signed with our 2015 promotion framework agreement, and a number of high-quality off-site resources, including Baidu, will be preferentially tilted to the popular online pharmacy Jinslian brand store for promotion. In addition, the common people’s e-commerce has been In addition to the official website, various platforms, in the mobile terminal and O2O field comprehensive layout, relying on the advantages accumulated before, only to be issued by the New Deal, partners will share the same pharmacy with the people online pharmacies." Shi Wenlu finally told reporters.
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Reolink WiFi cameras can be added to Reolink PoE NVRs if they are in the same LAN. Here we'll guide you to finish this process following the steps below.Reolink WiFi cameras can be added to Reolink PoE NVRs if they are in the same LAN. Here we'll guide you to finish this process following the steps below.Reolink WiFi cameras can be added to Reolink PoE NVRs if they are in the same LAN. Here we'll guide you to finish this process following the steps below.Reolink WiFi cameras can be added to Reolink PoE NVRs if they are in the same LAN. Here we'll guide you to finish this process following the steps below.
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