How to realize the closed-loop landing of medical O2O business?
[China Pharmaceutical Network Market Analysis] On November 15th, at the 10th China Growth Pharmaceutical Enterprise Development Forum held in Xi'an, the CEOs from pharmaceutical manufacturers, e-co...
[China Pharmaceutical Network Market Analysis] On November 15th, at the 10th China Growth Pharmaceutical Enterprise Development Forum held in Xi'an, the CEOs from pharmaceutical manufacturers, e-commerce and chain pharmacies revolved around the "O2O business closed loop under the Internet." "Expanded the discussion.
How to realize the closed-loop landing of medical O2O business?
The user end and the supply chain end are connected to form a closed loop, and the user feeds back the demand to the R&D production, and the R&D production forms a product or service and then transmits it to the sales end, and the sales end forms a secondary cycle by contacting the user, thereby continuously Realizing the dynamic transmission of value, this “value circle” model transformed by Internet thinking has a profound impact on traditional business ecology and business theory, and the pharmaceutical industry is no exception.
The Internet is an industry that burns money. SMEs are constrained by funds and talents, and they are incapable of operating medical e-commerce, but the situation is not waiting for people. According to the general manager of the Tianshun Pharmacy in Pingxiang, Jiangxi, if the open mind is used to accept the Internet and embrace the Internet, the situation is different. The cooperation between Tianshun and e-commerce “search for medicine” is based on this point. On November 8, the “Spark Project” launched in Pingyuan, Anxiang, Jiangxi Province, can deliver Tianshun’s medicine within 30 minutes. "If this 'landing' model operates in chain stores across the country and forms a prairie, it is a big resource. In the future, the upstream industry must rely on this way to 'connect' with consumers." This kind of O2O can't be simply made into "delivering medicine to the door", which should also include chronic disease management, etc. It should be a systematic project.
Talking about why in Pingxiang, the people who saw the goods delivered by the people were dressed in the clothes of “Tianshun Search Drugs”, and Beijing Zhishou Send Network Technology Co., Ltd. COO Blue Star explained that Tianshun is the leading pharmacy in the local market. It has been a brand accumulation for many years and is a symbol of quality and service. "If you simply send the drug to the drug, the people will not recognize it. You may think that you are sending fake drugs, because many drugs sold online are fake. But it is a drug delivery from Tianshun Pharmacy. Service, with the appearance of dual brands, the people will not have doubts." Therefore, Blue Star believes that O2O can not be a family to do two O, it must be two to do. ONLINE is an e-commerce brand, OFFLINE must be the brand of a pharmacy.
He also shared the same opinion with Wang Haiping, vice president of China Pharmaceutical Materials Association and chairman and president of Yaojiu Network Technology Co., Ltd. He believes that unlike general fast-moving products, medicines are special commodities, “going away from physical stores, consumption. People will not buy medicine easily, so O2O must be united to do it."
As a representative of industrial enterprises, Wang Hongfeng, chairman of Guizhou Liansheng Pharmaceutical Co., Ltd. believes that the main task of industrial enterprises is to make the ultimate products, and then let consumers know through the online, accurately find the target consumers, and lead consumers online. When they walked into the pharmacy and changed the passers-by into guests, the so-called "closed loop" naturally landed.
Mr. Wang elaborated on the example of Lianshengtang® Chinese medicine broken wall pieces. Most of the active ingredients of traditional Chinese medicines are stored in the cells of the medicine. The traditional method of boiling does not allow the active ingredients to be completely released. Liansheng Pharmaceutical has spared no expense to introduce two 100,000-class clean GMP broken-wall pieces production lines, using internationally advanced ultra-low temperature airflow pulverization technology, without adding any auxiliary materials, crushing traditional pieces into ultrafine powder with particle size less than 45 microns, ensuring The breaking rate of more than 98% of the medicinal cells, the active ingredients are all released instantly, and the absorption rate is 5-8 times that of the traditional pieces.
After developing this “technical decoction piece” that pioneered domestic direct brewing, how to promote it? Take the pediatrics with the spleen and digestion of the broken wall of the ginseng, the purchase decision makers of such products are not children but mothers, Liansheng finds the maternal and child supplies e-commerce platform with many mother fans, such as Baiyang Medicine Net, big aunt , hot mom, etc., do implant advertising on these platforms, and distribute test kits for free, and tell moms which pharmacies they can go to. Accurately capture consumers through the online, let the target group experience what is a good product, and achieve the goal of marketing. The consumer also knows the company's Lianshengtang through O2O, and realizes the "glue" between the brand and the consumer.
Jin Feng, an expert in the health and pharmaceutical industry in Ali, believes that O2O is a great commercial advancement. It has turned traditional merchants into busy traders, expanding a store to a wider space and confining it to a local operation. The resources are freed. From this point of view, the various explorations of the industry are worthy of recognition. I believe that these explorations will change consumer behavior and promote changes in business behavior. O2O is currently only a small climax in the pharmaceutical industry, and the big climax has not yet come. It is expected that in the next 2-3 years, when the motherland and the river are red, the pharmaceutical retail structure will undergo great changes, and the proportion of sales from traffic will change dramatically, which will change the pattern of pharmaceutical retail. Cui Sheng produces a large number of retailers. Have strong control ability, master the unique products of regionalization or regionalization, and also have online marketing capabilities. (Source: Cypress Blue)