Release date: 2016-08-25
After the online retail trial of third-party platform drugs, the medical e-commerce platform looked for alternative models to survive. According to a recent survey conducted by Beijing Business Daily, the TCM Caterpillar, No. 1 Store, and Bafangfang A-Certified Pilot Enterprises have stopped online drug sales, but users can purchase drugs through online booking and offline payment. . Behind this is a series of “backdoor†e-commerce companies, after the cooperative operation, to try to protect the online pharmaceutical market. However, at a time when the pharmaceutical e-commerce liberalization policy is not yet clear, the unclear responsibility, limited drug products, and inadequate delivery services are still stumbling blocks in the way of medical e-commerce.
Mode "Change soup without changing medicine"
It has been cut off in the medical field with the convenience of self-proclaimed e-commerce model. Different from the previous “one-click ordering†for purchasing medicines online, there are more “admissions†and other processes for purchasing medicines online.
When Mr. Sun bought the “Baiyun Mountain Banlangen Granules†on the No. 1 store, he found that the purchase page did not have the usual options of adding a shopping cart, but instead became the “Submit Demand†option. After submitting the drug demand, the customer service staff confirmed the purchase demand by phone the next day and told the drug to be delivered by express delivery in a few days. In the midst of illness, he eventually chose to buy medicines at neighboring pharmacies.
In fact, such "submission requirements" is not a case. The Beijing Business Daily reporter saw in the Tmall Medical Museum, No. 1 shop, and the only three platforms in the 800-party domestic market that were engaged in drug retailing on third-party platforms. It became a "submission request" or "pharmacist consultation."
This is due to a paper announcement from the State Food and Drug Administration. Since the announcement by the State Food and Drug Administration that the "Internet third-party platform drug online retail pilot work is over" notice, the Tmall Medical Center, No. 1 shop, and eight hundred squares of three pharmaceutical e-commerce A-test pilot enterprises were required to stop online drug sales. business. Through the change of trading mode, the original online order, online payment, change to online submission requirements, offline goods to payment, although users can still purchase drugs indirectly, but the purchase experience is greatly reduced.
Such a mode change also has the suspicion of "changing the soup without changing the medicine". The Beijing Business Daily reporter submitted two requests for “Fenbid ibuprofen sustained-release capsules†at the Tmall Medical Center. The drugs were delivered on the fourth day after the order was placed, but no confirmation was received from the relevant staff during the period. Finally, the fee is deducted directly from Alipay.
However, pharmaceutical e-commerce also has an absolute advantage in terms of price. Beijing Business Daily reporter saw in an online pharmacy in No. 1 shop that the price of “Baiyunshan Banlangen Granules (3 pieces)†is about 9.7 yuan/piece, including transportation cost, which is about 12.7 yuan/piece. The Beijing Business Daily reporter consulted a physical chain pharmacy in the city to consult the same drug price of 23.8 yuan / piece. However, from the perspective of the transportation time of drugs, it is difficult for medical e-commerce to meet the immediate drug demand of users compared with the “last mile†service delivery O2O and the traditional store-to-store consumption model.
Policy tightening identity change
The successive introduction of relevant national policies has given the medical e-commerce industry more attention on the one hand, and also highlighted the importance attached to drug supervision. The State Food and Drug Administration mentioned in the previous announcement of the "Internet third-party platform drug online retail pilot work ended" announcement, due to the exposure of third-party platforms and entity pharmacies in the pilot process of third-party drug retail transactions on the Internet. Clear, difficult to effectively supervise the sale of prescription drugs and drug quality and safety, is not conducive to the protection of consumer interests and drug safety, so decided to end the Internet third-party platform drug online retail pilot work.
Wu Jie, head of the Internet Drug Supervision Center of the Southern Institute of Pharmaceutical Economics of the State Food and Drug Administration, said that in the pilot process, third-party platforms do not directly contact drugs, and related procurement and transportation links are handled by physical pharmacies and logistics companies, but they are paid. The process is paid by the consumer to a third party platform. If there is a problem with the quality of the drug, it is difficult to sort out the subject of responsibility. After the mode change, the charging party changes from a third-party platform to a logistics company or a physical pharmacy. There is not much difference between drug supervision in this mode and drug supervision in physical pharmacies.
In fact, the suspension of the online retail pilot of third-party platform drugs also means that the e-commerce platform has returned to its former identity as a trading service platform. It is understood that the 800-square and No. 1 stores respectively obtained the "Internet Drug Trading Service Qualification Certificate" A certificate in February and June 2014, and the Tmall Medical Center acquired the A-certification qualification earlier through the acquisition of the 95095 medical e-commerce platform. According to the service scope of the "Internet Drug Trading Service Qualification Certificate", the enterprise can only serve as a platform service provider between the pharmaceutical production enterprise, the pharmaceutical business enterprise and the medical institution, and may not provide pharmaceutical sales services to individuals.
Zhao Zhan, a special researcher at the China E-Commerce Research Center and a well-known IT lawyer, said that the entry of e-commerce companies such as the Tmall Medical Center has indeed boosted the medical e-commerce market and increased the popularity of users purchasing drugs online. After the completion of the A-test, the settled merchants on the platform may have some impact on their performance, but it will not be very large.
Exploring the way out the curve layout
Although the State Food and Drug Administration has stopped the third-party platform drug online retail pilot, this does not mean that the third-party e-commerce platform has no way out in the pharmaceutical industry.
Just as with the previous special car and take-away markets, pharmaceutical e-commerce companies are not planning to wait and see when the policy has not been loosened. Ali Health's "Conscience Large Pharmacy" online pharmacy was launched at the beginning of this month. This is after the Tmall Medical Museum, Ali Health wants to borrow the self-operated pharmacy to fill the B2C market. Jingdong, which insists on self-employment, does not intend to abandon the cake of medical e-commerce, and has opened the Jingdong Pharmacy and the Jingdong Medicine on the line to comprehensively cut into the field of pharmaceutical e-commerce. Wu Jie said that compared with satisfying the user's immediate drug demand, the larger market for pharmaceutical e-commerce lies in vitamins, blood glucose meters and chronic disease treatment drugs, but also pay attention to the red line of prescription drugs.
In addition to the above-mentioned positive test in the field of medical B2C, such as Renhe's Dangdang Express Medicine, Jingdong's home-based pharmaceutical sector, and the drug from the Dulwich Pharmacy, these vertical medicines O2O aimed at the "last mile" distribution service. Services are also accelerating the preemption of users. Shao Qing, head of Jingdong's home health business, said that medical e-commerce has developed to a critical moment, and O2O's health services have become the best path for the development of pharmaceutical e-commerce in the current policy environment. Zhang Yidan, an analyst at Analysys Medical Research Center, also believes that the cooperation between pharmaceutical e-commerce and physical pharmacies in O2O business is a breakthrough. The integration of O2O and B2C, online and offline modes has become a mainstream trend in the development of pharmaceutical e-commerce.
It is still difficult to have big moves
Since the promulgation of the "Opinions of the Central Committee of the Communist Party of China and the State Council on Deepening the Reform of the Medical and Health System" in 2009, it has clarified the development concepts of "separation of medicines" and "breaking medicines to supplement medicines" in China's pharmaceutical industry. The National Development and Reform Commission (NDRC) stated in the previously issued "Division of Work for Key Tasks for Promoting the Healthy Development of the Pharmaceutical Industry" that "medical institutions should prescribe according to the generic name of the drug and provide prescriptions to patients to protect patients' right to purchase drugs. ". A number of medical e-commerce companies responsible for it as a good signal for the pharmaceutical e-commerce industry.
However, from the current point of view, the status quo of hospitals relying on drug sales revenue to achieve break-even has not changed, which also determines that the incentive mechanism for prescription outflows is difficult to form. A medical e-commerce practitioner who did not want to be named said frankly that there is still a gap between reality and ideals. Before the specific policies for the release of prescription drugs have not yet been introduced, it is difficult for enterprises to have much action.
It is undeniable that the market potential of China's pharmaceutical e-commerce is still huge. According to the “Statistical Analysis Report on the Operation of Drug Distribution Industry in 2015†released by the Ministry of Commerce in June, the total sales of seven major categories of domestic pharmaceutical products last year totaled 166.1 billion yuan; according to incomplete statistics, the Ministry of Commerce directly reported the system of medical e-commerce last year. The total sales amounted to 47.6 billion yuan. According to this calculation, the proportion of sales of pharmaceutical e-commerce is less than 3% of the total sales of pharmaceutical products. According to public data, in 2013, US pharmaceutical e-commerce accounted for about 30% of total pharmaceutical sales.
Source: Beijing Business Daily
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