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After several years of exploration, O2O drug purchase has entered a basically stable stage of development, and some favorable factors and obstacles have gradually emerged
.
.
In this regard, how should pharmacies cope with the challenge and gain a foothold in the fierce market competition?
01 Online medical insurance payment landed in some cities, and many favorable superimposed releases
Consumer behavior has changed, and the number of online drug buyers has increased
.
According to the "Statistical Report on the Development of China's Internet Network", the scale of netizens in China's middle-aged and elderly groups has the fastest growth, accounting for 28% of netizens aged 50 and above, with a scale of nearly 300 million
.
More and more elderly people are beginning to try new ways of shopping under the influence of the mobile Internet, and under the influence of the epidemic, the online shopping of silver-haired people continues to grow
.
.
According to the "Statistical Report on the Development of China's Internet Network", the scale of netizens in China's middle-aged and elderly groups has the fastest growth, accounting for 28% of netizens aged 50 and above, with a scale of nearly 300 million
.
More and more elderly people are beginning to try new ways of shopping under the influence of the mobile Internet, and under the influence of the epidemic, the online shopping of silver-haired people continues to grow
.
Affected by multiple factors, pharmacies may usher in a golden development period
of policy dividends superimposed and released.
With the separation of medicines, the outflow of prescriptions, the two-invoice system, the purchase of quantity, dual-channel pharmacies, "Internet + medical insurance payment" and other policies, retail pharmacies have ushered in new development opportunities
.
of policy dividends superimposed and released.
With the separation of medicines, the outflow of prescriptions, the two-invoice system, the purchase of quantity, dual-channel pharmacies, "Internet + medical insurance payment" and other policies, retail pharmacies have ushered in new development opportunities
.
MiIntranet predicts that the scale of retail pharmacy terminals will rise to 1,150 billion yuan in 2029, and the share of the six major markets of the three major terminals will increase significantly, of which the overall market size of physical pharmacies will reach 750 billion yuan, and its scale growth is bound to drive the rise
of O2O scale.
of O2O scale.
Minetnet expects that by 2030, the scale of retail pharmacy O2O will rise to 19.
2% of the overall market of physical pharmacies, and the market size will reach 144.
4 billion yuan
.
If online medical insurance is fully opened, Intranet expects that by 2030, the scale of retail pharmacies O2O will increase to 32.
1% of the overall market of physical pharmacies, and the market size will reach 240.
7 billion yuan
.
2% of the overall market of physical pharmacies, and the market size will reach 144.
4 billion yuan
.
If online medical insurance is fully opened, Intranet expects that by 2030, the scale of retail pharmacies O2O will increase to 32.
1% of the overall market of physical pharmacies, and the market size will reach 240.
7 billion yuan
.
The gradual liberalization of online medical insurance payment restrictions will also stimulate consumer demand for O2O purchases
.
At present, the biggest pain point of retail pharmacy O2O consumers is "unable to reimburse/pay for medical insurance", accounting for 40.
7%.
It shows that consumers attach great importance to the function of medical insurance payment, and once the medical insurance payment is released, it may stimulate the purchase demand
of consumers.
.
At present, the biggest pain point of retail pharmacy O2O consumers is "unable to reimburse/pay for medical insurance", accounting for 40.
7%.
It shows that consumers attach great importance to the function of medical insurance payment, and once the medical insurance payment is released, it may stimulate the purchase demand
of consumers.
From the perspective of the attitude of retail pharmacies to open medical insurance on O2O, 55.
4% of them are expectant
.
It shows that they also recognize their importance to the growth of
O2O channels.
4% of them are expectant
.
It shows that they also recognize their importance to the growth of
O2O channels.
At present, O2O online medical insurance payment has landed in some cities, including Yiwu and Jinhua in Zhejiang, as well as Dalian and Shenyang in
Liaoning.
The online medical insurance payment system is mainly the participation of local medical insurance departments, third-party platforms and physical pharmacies, how to ensure the increase in medical insurance and drug safety is a key part of the system, if these requirements can be met, O2O online medical insurance payment is expected to be gradually liberalized
.
Liaoning.
The online medical insurance payment system is mainly the participation of local medical insurance departments, third-party platforms and physical pharmacies, how to ensure the increase in medical insurance and drug safety is a key part of the system, if these requirements can be met, O2O online medical insurance payment is expected to be gradually liberalized
.
02 Thorns and bottlenecks coexist, how to break the situation in pharmacies
But it is undeniable that pharmacies have also encountered some difficulties
in the process of developing O2O.
in the process of developing O2O.
The operational capabilities and digitization of pharmacies will constrain the development of O2O in retail pharmacies
.
The lack of talent and the process of digitalization will affect the competitiveness of retail pharmacies, which in turn will affect their enthusiasm for O2O
.
.
The lack of talent and the process of digitalization will affect the competitiveness of retail pharmacies, which in turn will affect their enthusiasm for O2O
.
Moreover, the input-output ratio and market order of O2O will also affect the enthusiasm
of pharmacies to participate.
The survey shows that on the issue of whether to expand O2O in the next three years, the choice of "not necessarily" pharmacies is mainly concerned about operating indicators
such as gross profit margin.
of pharmacies to participate.
The survey shows that on the issue of whether to expand O2O in the next three years, the choice of "not necessarily" pharmacies is mainly concerned about operating indicators
such as gross profit margin.
In addition, pharmacies that use third-party platforms to operate O2O are worried about whether the platform will "end the operation" because they cannot fully grasp consumer information, resulting in hidden worries about
the expansion of O2O.
These are all factors
that are unfavorable for pharmacies when operating O2O.
the expansion of O2O.
These are all factors
that are unfavorable for pharmacies when operating O2O.
03 To break through the O2O operation obstacles, pharmacies need to do a good job of 4 points
At present, retail pharmacy O2O is still in the early stage of development, retail pharmacies are facing "in order to seize traffic and take the price war led to profitability difficulties", "do not know to carry out online operations", "public domain traffic is high but can not obtain consumer information, private domain traffic can not be done" and other problems, the lack of talent and the degree of digitization has become an obstacle
to the development of O2O in many pharmacies.
to the development of O2O in many pharmacies.
Pharmacies want to do O2O well, and there is still a long way to go
.
To be clear, O2O is a one-hand project, and it must be agreed upon by all employees, paid attention to and implemented by all employees, and professional personnel are required to operate
.
.
To be clear, O2O is a one-hand project, and it must be agreed upon by all employees, paid attention to and implemented by all employees, and professional personnel are required to operate
.
Pharmacies should enhance their core competitiveness, including pharmacy service capabilities, category richness, online to meet consumers' demand for hot products, build a good category or combination, etc.
, so as to better cut into the user circle
.
, so as to better cut into the user circle
.
It is necessary to pay attention to digital transformation and build systems to meet the needs of automatic/intelligent processing and real-time use/feedback of
the latest data.
Online competition requires fast decision-making and execution, and only by relying on data can it be carried out efficiently and quickly, and can it provide immediate feedback
on market changes and customer needs.
the latest data.
Online competition requires fast decision-making and execution, and only by relying on data can it be carried out efficiently and quickly, and can it provide immediate feedback
on market changes and customer needs.
Pharmacies can also try to use the resources provided by the platform and the multi-channel layout to consolidate competitive barriers, win the support of industrial enterprises, and work together to maintain the order
of O2O.
of O2O.
