Compared to other industries, the most important reason for pharmaceutical e -commerce is lagging behind

—— Original title: In 2019, the market status and development trend of the Chinese pharmaceutical e -commerce industry analysis information big data technology brings development opportunities for development opportunities. The factors are deeply affecting the pharmaceutical e -commerce industry. In recent years, the Chinese pharmaceutical e -commerce market has begun to show a continuous growth trend. Some people in the industry said that 2018 is a year when the pharmaceutical e -commerce crisis and opportunities coexist. Various forms of innovation will help the development of pharmaceutical e -commerce, or will create a good opportunity for the industry. It can be said that the golden age of pharmaceutical e -commerce has arrived.
The essence of pharmaceutical e -commerce
The is actually not essentially different from ordinary e -commerce, the most important difference is the field of pharmaceuticals: first, strict supervision; second, the requirements for services than others are compared to others than others. E -commerce in the field is higher. In recent years, like most other industries in the rising industry, pharmaceutical e -commerce has developed extremely rapidly. In fact, the main reason is that the “Measures for the Supervision and Administration of Internet Food and Drug Management (Draft for Opinions)” issued by the National in 2014 was loosened by the restrictions on pharmaceutical e -commerce.
The analysis of four major keywords in pharmaceutical e -commerce
P. After many years of development and precipitation, the development of pharmaceutical e -commerce development in terms of policy encouragement, industry enthusiasm, terminal needs, or from the overall pharmaceutical industry chain, or from the overall pharmaceutical industry chain, or from the overall pharmaceutical industry chain, or from the overall pharmaceutical industry chain, or from the overall pharmaceutical industry chain, or from the overall pharmaceutical industry chain, or from the overall pharmaceutical industry chain, it is concerned. The trillion -scale pharmaceutical e -commerce company ushered in the best development window. It is not difficult to find that pharmaceutical e -commerce has begun to present the following four keywords:
Keywords 1: compliance
Due to the particularity of the industry, the regulatory policies and supervision trends of pharmaceutical e -commerce have changed every year. For example, in 2016, the online retail pilot work of the Internet of Third -Party Platform Pharmaceuticals was over, and the cancellation of the two certificates of “B and C” in 2017 changed the operation foundation and entry threshold of pharmaceutical e -commerce. The separation of pharmaceuticals, the Internet medical, and new retail policies and new trends have made the industry face a new development environment.
The keyword 2: flow
drugs are special products, which limited the growth space of pharmaceutical e -commerce sales to a certain extent. From the beginning of the birth of pharmaceutical e -commerce, all enterprises are trying to find ways to obtain the most efficient user traffic through business innovation to promote the rapid growth of sales in sales with the lowest operating costs.
The operating model and drainage pathway of early pharmaceutical e -commerce companies is mainly to carry out price wars and promotion wars on third -party platforms, attract users at low prices, and do large -scale. However, as the industry has gradually matured, many merchants have realized that the price war cannot cultivate loyal users. More importantly, the end of the online retail pilot work of the third -party platform of the Internet, and the transformation business model of Ali Health and JD.com, has prompted pharmaceutical e -commerce companies to start looking for more cost -effective operating models and traffic channels.
Ip with the changes in the industry’s supervision environment, such as the cancellation of the administrative license of pharmaceutical e -commerce, there are also more third -party companies, such as Putian Pharmaceutical Network, 360 Health, etc., providing business innovation opportunities and traffic for pharmaceutical e -commerce Essence
The keywords three: professional
Although the appearance of pharmaceutical e -commerce is not short, many industries believe that it only realizes the development of channels and the transparency of prices, and fails to bring consumers to truly truly bring real Valuable professional services.
The voices for retail pharmacies to return to professional services in recent years are getting higher and higher. To allow pharmaceutical e -commerce to have a broad market space, it is necessary to show the true value of pharmaceutical e -commerce to create its own blue ocean market. In the environment where technology is continuously improved, the power of technology, including the technology, including full -dimensional information systems, big data, remote video diagnosis and treatment, etc., which makes pharmaceutical e -commerce upgrade from past drug sales to professional services, it is also possible.
Keywords 4: Model
In global e -commerce, the B2B model is the most potential and development prospect. As a third -party pharmaceutical weapon B2B e -commerce platform, Putian Pharmaceutical Wealth Network continues to tap the real needs of customers, develops the latest technical systems, consolidates operating service capabilities, and creates a well -characterized operating model. The high recognition of many large -name suppliers such as Yuyue Medical, Kangda Medical, Siemens, Siemens and other large -scale suppliers and medical group customers have been highly favored by venture capital institutions such as SoftBank Capital and New Hope Fund. In 2017, it ended with a good results with a total transaction value of 5 billion yuan, and quickly ranked among the first camp of the national pharmaceutical e -commerce. No wonder Xiong Xiaoge, Executive Vice President of IDG, said that the next generation of BAT will produce the B2B field.
The future Chinese pharmaceutical e -commerce market will reach 166 billion yuan
Faced with the development opportunities of “Internet”, pharmaceutical circulation companies and Internet companies outside the industry have shown great confidence. According to the statistics of the “E -commerce Market Competition and Investment Analysis Report” issued by the Foresight Industry Research Institute, the sales scale of my country’s pharmaceutical e -commerce direct reporting enterprises in 2015 has reached 47.6 billion yuan, an increase of 32.5%year -on -year. As of 2017, the sales scale of Chinese pharmaceutical e -commerce companies’ direct reporting enterprises increased to 73.6 billion yuan, an increase of 20.3%year -on -year. Initially estimated that the sales scale of Chinese pharmaceutical e -commerce direct reporting enterprises in 2018 reached about 85.9 billion yuan, an increase of about 16.7%year -on -year. However, under the influence of regulatory policies, the growth rate of industry development has continued to slow.
2015-2018 Our medical e-commerce company directly reported to the business sales of enterprises and sales, and the growth situation of the growth situation

R N According to relevant institutions, the size of the Chinese pharmaceutical e -commerce market in 2019 will exceed 100 billion yuan to reach 102 billion yuan. The size of the e-commerce market will increase to about 166 billion yuan, and the average compound growth rate in 2019-2023 will be about 12.95%.
2019-2023 Chinese Medicine E-commerce City Fairway Target and Integration

Data Source: Foresight Industry Research Institute compiled
China The difficulty of developing the pharmaceutical e -commerce industry is urgent to solve
-restrictions on drug control and prescription drug network sales policy
, on the one hand, my country’s drug management is mainly led by the government. Management, public medical institutions account for more than 70%of the procurement of drugs. The consumption of drugs is mainly achieved through patients to take medicine to take medicines at the hospital. The administrative monopoly of drug control has limited the level of drug marketization.
On the other hand, in November 2017, the State Food and Drug Administration issued the “Measures for the Supervision and Administration of Online Drug Management (Draft for Opinions)”. Consumers sell drugs; those who operate with drug retail chain shall not be used through online sales prescription drugs, drugs with special management requirements, etc. Because prescription drugs account for about 85%of the entire pharmaceutical market size, this has largely restricted pharmaceutical medicines to a large extent. Sales scale of e -commerce.
2, limited medical insurance payment
The medical insurance payment system is imperfect, online consumption cannot be paid by medical insurance, medical insurance coordinated accounts cannot be used for retail payment and other medical e -commerce development. Due to the restrictions on strict supervision of drugs and medical insurance, online drug purchase cannot be paid by medical insurance. Although the current medical insurance coverage rate in my country has increased to more than 95%, medical insurance settlement is only authorized to offline physical pharmacies, which limits some consumers online consumption It is not conducive to improving the online shopping experience of consumers and hindering the development of pharmaceutical e -commerce.
The cities such as Shenyang and Hangzhou are piloted on the open medical insurance personal account payment. Although the opening of the online payment of personal accounts of medical insurance has prompted pharmaceutical e -commerce to enter a new stage of development, the significant development of pharmaceutical e -commerce companies, Online drug consumption needs to be included in the scope of medical insurance reimbursement.
3. Consumers have questioned online shopping medicines
The fake and shoddy products in the market in recent years have emerged endlessly. Poison milk powder, fake vaccines, and fake cosmetics have frequently emerged, and consumers are careful about online shopping. Consumers’ greatest concerns about online purchase of drugs is that the quality of medicines is not guaranteed. Some consumers with online drug experiences have unable to identify the authenticity of the drugs, which will question the authenticity and quality of the purchased drugs.
The online stores sell fake drugs under the guise of selling health products on the platform, which also causes the consumer’s personal safety and consumer rights and interests, and causes consumers to have distrust of online pharmacies. Consumers’ trust in the quality of online pharmacies, coupled with a lot of favorable policies in offline pharmacies, largely affect the enthusiasm of consumers to buy drugs online, directly or indirectly leading consumers to choose to go to the hospital and go to the hospital and the hospital Social pharmacy purchases instead of purchasing medicines online, which limits the development of pharmaceutical e -commerce.
4. The most important way for the pharmaceutical e -commerce supply chain to innovate
The main way to innovate my country’s pharmaceutical supply chain is to closely integrate the Internet, use informatization as the main promotion, highly integrate various medical resources, promote multi -element integration innovation Realize the coordination of the pharmaceutical supply chain. However, the development model of pharmaceutical e -commerce in my country is still in the exploration stage. Although its supply chain model is diverse, there are still problems such as low industry concentration, asymmetric information between nodes of supply chain, and high business costs.
G relevant government departments need to actively take measures to promote the formation of good policies for the development of pharmaceutical e -commerce, strengthen the dual supervision of Internet drug quality and price, encourage pharmaceutical e -commerce to effectively combine medical service institutions, accelerate the construction of medical supply chain information sharing mechanisms In the ideas of innovation and development, guide the innovative and coordinated healthy development of pharmaceutical e -commerce supply chain models.
Analysis of the development trend of the Chinese pharmaceutical e -commerce industry
-In the early days of policy favorable
2017, the State Council announced the cancellation of the approval of the Certificate of Certificate and C certificate of the elimination of Internet drug transactions; in September 2017, the State Council again A new batch of matters to cancel administrative licenses, including the high -attention Internet drug trading service enterprise (third party) (pharmaceutical e -commerce A certificate) approval, and the threshold for pharmaceutical e -commerce has been further reduced.
In April 2018, the General Office of the State Council officially released the “Opinions on Promoting the Development of” Internet Medical Health “, which released a series of policies that favored Internet medical care. The most direct correlation with pharmaceutical e -commerce is to mention the “Internet ‘Drug Supply Security Service” section that “promote the standardized development of drug network sales and medical logistics distribution”, and give pharmaceutical e -commerce development “Internet Medical” The prescription drug distribution business brings opportunities.
In September 2018, the Health Commission has issued three policies: “Administrative Measures for Internet Diagnosis and Treatment (Trial)”, “Administrative Measures for Internet Hospitals (Trial)”, and “Regulations for Remote Medical Service Management (Trial)”. The retrospective of some common diseases and chronic disease patients with physical hospitals is the main body, and further explaining the “medical institution and pharmaceutical business enterprises can entrust eligible third -party institutions to distribute” after prescriptions. This is actually a kind of pharmaceutical e -commerce based on Internet hospitals or medical care. The gradual blurring and gradually strengthening of pharmaceutical e -commerce and Internet medical borders will be strengthened, or the development of pharmaceutical e -commerce will be facilitated.
2. Double driver of the policy market, exert it to the upstream of the market
First, the “two -vote system” brings strict drug control control, and enterprises will turn their attention to the retail end that is not subject to circulation control; and the hospital The proportion of medicines stipulates that the market in the hospital is compressed, and enterprises are forced to find retail pharmacies or pharmaceutical e -commerce markets outside the hospital. Second, under the hierarchical diagnosis and treatment policy, there are many grass -roots medical institutions and retail pharmacies. Diversified corporate marketing points and increased traditional marketing promotion. Pharmaceutical companies have invested digital marketing based on mobile Internet to gradually become mainstream. Third, the maturity of electronic prescriptions and prescription outflow trends promote the rapid development of DTP pharmacies, providing good opportunities for pharmaceutical e -commerce to cut into the prescription pharmaceutical market from the perspective of O2O.
3, pharmaceutical e -commerce O2O model
On from the current development trend, the pharmaceutical industry O2O () e -commerce model, mobile APP client, micro -mall development, etc., has become the future of major pharmaceutical e -commerce companies Essence At present, pharmaceutical e -commerce cannot solve the timely problem of consumers to buy drugs. Especially when more urgent cases are urgently needed to use medicine or medical equipment, online pharmacies cannot solve the problem.
The emergence of the O2O model has made consumers enjoy products and services online and offline, and it is reality. Pharmaceutical services are implemented, so as to provide consumers with new services that are more secure, effective, timely, convenient, and user -friendly. , Meet the needs of customers for many aspects of medication and multi -level medication. Although B2B and B2C are currently mainstream pharmaceutical e -commerce models, the development trend of pharmaceutical e -commerce O2O has been very obvious, and the traditional pharmaceutical e -commerce industry will develop in the direction of modern services.
4. Opportunities brought by information and big data
The advent of the era of Internet and big data is quietly changing the traditional e -commerce model. When consumers have physical discomfort, most people will search for relevant information on the Internet and get treatment suggestions. People have a very large dependence on the Internet. The deep integration of the Internet and the big data and the pharmaceutical industry will become the key to the development of pharmaceutical e -commerce in the future. In the future, you can not only use informationization and big data to achieve online video consultation to achieve the purpose of seeing the doctor online. You can also store a large amount of medical treatment, drug purchase information and patient health information through the mobile client. The characteristics and needs of drug purchase in order to provide targeted pharmaceutical services.
With the integration and development and support of the Internet, big data, and pharmaceutical e -commerce, enterprises through daily drug transactions and consumer browsing information, according to the current demand orientation, regularly update the types and information of drugs, and even further connect to drug production Enterprises, realizing intelligent production, are expected to become an opportunity for future pharmaceutical e -commerce development and change the existing pharmaceutical Internet trading model.