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In the past two years, the development of domestic pharmacies focused on four key words
专栏:Industry News
发布日期:2015-11-30
阅读量:1981
作者:佚名
收藏:
  [China Pharmaceutical Network Industry News] This article summarizes the key words of Yixintang, Yifeng Pharmacy, the three major domestically listed chains and the national sales champion NUS Phar...
   [China Pharmaceutical Network Industry News] This article summarizes the key words of Yixintang, Yifeng Pharmacy, the three major domestically listed chains and the national sales champion NUS Pharmacy, to see if these leaders are in the end. What are you doing? In the past two years, the development of domestic pharmacies focused on four key words

Keyword 1: All channels

       Different from the wait-and-see attitude of e-commerce two years ago, since 2014, the above-mentioned major chains have made substantial investments in e-commerce, and their determination is not small. It is no longer a small hit with the nature of testing water, and it has risen to the height of the omni-channel strategic development of enterprises. The funds, talents and technology are quickly in place, and the model is constantly improved and clear.

       Taking Yixintang as an example, at the company's mid-year meeting this year, its president, Zhao Wei, repeated and elaborated for more than two hours, highlighting the only key work of each branch and subsidiary in June: committed to creating online and online Under the integration of stores, the implementation of local special products regionalization and the nationalization of the "Internet" mode of health products to achieve online transformation of the online store

       From the data of “Internet +” business operations in the first three quarters of 2015, the first quarter of the e-commerce business was only 1,796,500 yuan, and in the third quarter, it had reached 1,981,280 yuan, and the business scale increased by more than 10 times. Its O2O-based store interconnection construction speed and determination can be seen.

       The people were once considered to be conservative in the development of e-commerce, but in fact, it is reported that through the experience of more than a year, their sales in the online market in 2015 were good, in the just-concluded double eleven promotion, according to Shi Wenlu, the managing director of the large pharmacy e-commerce company, told reporters that the total sales of the large pharmacies of the pharmacy has reached 17.53 million, an increase of 2000%.

       Yifeng Pharmacy is in the past few years ago, recruiting and recruiting to strengthen the e-commerce investment, showing 1 billion yuan "private house bottom" to recruit the world magi.

The NUS Pharmacy has expanded the entire channel through the integration of the “Guiding Pharmacy” of the former Fumei Pharmacy.

      However, there are also voices in the industry that for many middle and lower chains, it is more rational to understand and play omnichannel. Compared with high-altitude, combined with the characteristics of its own regional market, it makes full use of third-party and other platforms to promote itself. The quality of operations and sales performance, or more realistic.

Keyword 2: Great health

       The era of great health has arrived. For pharmacies, the general understanding of big health has two meanings. First, the great health of the commodity level, the expansion of the product based on the customer's "health", in short, the diversification of the big health category; the second is the health management, similar to the treatment of Chinese medicine concept, becoming a health management place for customers. With the platform.

       It can be said that the diversification of the major health categories of commodities and the professionalization of customer health management have become the leading direction of the leaders. In terms of commodity development, Chinese herbal medicines, Chinese herbal medicines, household equipment, health care, pregnancy, baby care, and drug makeup have all been included. However, as far as the specific chain pharmacies are concerned, different types of stores will have different focus on goods and services. For these leading companies, under the support of the overall control and analysis capabilities of the store, according to the store area, store location, surrounding customer group characteristics, etc., has basically achieved differentiated management.

Keyword three?: big data

       The “big data” that the above-mentioned large-scale chain pharmacy companies have talked about in recent years are actually based on the support of the CRM system. Therefore, their keywords are not so much big data, maybe it is more appropriate for the CRM system. Their investment in the CRM system has become more and more important, with millions of levels of investment. From the perspective of the entire retail pharmacy circle, this is the core of the real gap.

       Under the continuous optimization of CRM-based systems, their decision-making execution, member management, and marketing standards have continued to open the ranks and lead the industry. For example, Yifeng Pharmacy shared the “National Retail Pharmacy Innovation Development Site Meeting” held by the Ministry of Commerce. It is currently undergoing a comprehensive upgrade of the CRM system, including: online and offline member data integration, product marking, member modeling, and membership. Life cycle management, membership policy management and more. The CRM system will provide strong support for member information management, precision marketing, pharmacy services, health and wellness, and chronic disease management. At the same time, according to the member portraits, health files and consumption records provided by the CRM system, the system intelligently pushes targeted promotional information such as exclusive items, package offers, and electronic coupons to achieve precise marketing.

      From the current status of member management, a membership card without CRM is just a discount card. The most important member management of pharmacies is to break away from the CRM system and it is difficult to make a substantial breakthrough.

Keyword 4: Specialization

       Specialization was once opposed to diversity. But to this day, the understanding of specialization and pluralism has basically come out of a narrow understanding of misunderstanding. The diversification under the core of big health includes both the diversification of commodities and the specialization of services. The sale of drugs is not specialized, and the diversification and specialization are not the opposite relationship.

       The core of the pharmacy's specialization is professional services, and the core of the core is the talent and professional service system and process.

       In terms of talent investment, as with the CRM system, large-scale chains are generally at a high level in the industry, and they are not soft on continuous investment. Their benchmarking bases are mainly American CVS or Walgreens. The scale, goods, services, etc. are all in line with these world-class chain pharmacies, as well as the investment and direction of professional talents.

       At present, the licensed pharmacists are the core professional training subjects (such as the licensed pharmacist club established by the people in 2008, the Yifeng Pharmacy Class of Yifeng Pharmacy, etc.) to improve their core competitiveness by using chronic disease services as a breakthrough. .

For example, the National Pharmacy has launched a professional service for chronic diseases, and has established a series of service systems in the management of diabetes members. (as shown below) (Source: First Pharmacy Caizhi)

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