Retail o2o: how can B2C logistics go up with the wind when the policy is loosened?

Source: pharmaceutical economic news 2015-01-22, as a special product, has relatively high requirements for logistics conditions The whole logistics fields such as storage, transportation, distribution, etc must meet the requirements of the national drug quality management specification (GSP) At present, the vast majority of logistics enterprises do not have the qualification to distribute drugs In 2015, the online sales of prescription drugs will be fully liberalized, and the industry forecasts that the B2C market scale of China's medicine will reach 44.77 billion yuan in 2017 (see Figure 1) B2C logistics of pharmaceutical e-commerce will become a major constraint, and many pharmaceutical distribution with temperature and humidity requirements will encounter difficulties The new regulation of the pharmaceutical e-commerce industry, measures for the supervision and administration of the Internet food and drug operation, will be officially released in 2015, in which detailed requirements are made for the online sale of prescription drugs and the third-party pharmaceutical logistics distribution, which undoubtedly makes the pharmaceutical logistics industry see the dawn of development The first B2C license settled in the largest pharmaceutical e-commerce platform in Guangzhou, qilekang recently announced the formal establishment of Guangzhou qilekang modern pharmaceutical logistics Co., Ltd., which will build its own modern pharmaceutical logistics system It is reported that this is the first pharmaceutical B2C logistics license in Guangdong and even in China, which has also attracted wide attention of the pharmaceutical e-commerce industry The most significant characteristic of pharmaceutical logistics is cold chain logistics, which emphasizes the control of temperature and humidity Because of its high professionalism and technicality, the initial investment is large Fu Mingzhong, executive chairman of China Pharmaceutical Business Association, said that there are clear regulations in the new GSP on the temperature and humidity control and automatic detection of drug storage, as well as the need for enterprises dealing in cold storage and frozen drugs to be equipped with automatic temperature monitoring, display, recording, regulation, alarm and other equipment "Pharmaceutical products have a high demand for cold chain logistics To realize the standardization of cold chain logistics of medicine, it will inevitably lead to higher requirements of enterprises in terms of circulation and hardware control." Shi Zhenyang, chairman of qilekang, told reporters that the requirements of pharmaceutical logistics and distribution are very high In the current situation, the logistics of B2C pharmaceutical e-commerce is still in an initial stage "On the one hand, the policy of online sales of prescription drugs has not been liberalized, and the market demand is very small for the time being; on the other hand, the development level and quality of domestic cold chain logistics still need to be greatly improved, in this case, the latecomers have new opportunities to break out and grow." It is not only qilekang that promotes the industry to see the potential of B2C pharmaceutical logistics market, but also qilekang that shows a clear "micro profit" trend in the whole pharmaceutical circulation industry, which undoubtedly puts forward higher requirements on cost control for all pharmaceutical circulation enterprises, and low cost is the core advantage of many traditional logistics enterprises DHL, UPS, federal logistics, China Post and other express giants have officially entered the pharmaceutical logistics and distribution market earlier Recently, Shunfeng has also set up a food and pharmaceutical business department, and introduced professional talents from pharmaceutical distribution giants such as Sinopharm holdings It is low-key to accelerate the construction of pharmaceutical professional distribution framework, and is ready to cut into the "last kilometer" distribution of pharmaceutical e-commerce At present, B2C distribution mode of Internet drugstores in China mainly includes the combination of physical store delivery and third-party logistics distribution, self built logistics and third-party logistics (as shown in Figure 2) "Like Alibaba, No.1 store, Jingdong and other large-scale comprehensive e-commerce platforms, it is not difficult for traditional logistics leading enterprises such as Shunfeng and" four connections and one access "to obtain pharmaceutical circulation qualification However, at present, the sales volume of pharmaceutical e-commerce is still difficult to balance the benefits and costs However, with the rapid development of pharmaceutical e-commerce, it is estimated that 2015 The annual sales scale will reach 30-40 billion in, and the development prospect of B2C pharmaceutical logistics is still promising " Liao Guanghui, chairman of Guangzhou express e-commerce Co., Ltd The relaxation of the policy environment is also an important reason to stimulate the acceleration of B2C pharmaceutical logistics The draft of the measures for the supervision and administration of Internet food and drug trade clearly states:“ Internet food and drug operators may entrust logistics distribution enterprises with storage and transportation Logistics distribution enterprises shall have the storage and transportation conditions required by the food and drug quality management standards to ensure food and drug safety " That is to say, as long as they meet the requirements of GSP, traditional logistics enterprises can also engage in pharmaceutical circulation services Gan Rongfu, senior consultant of Sinopharm Holding Co., Ltd., previously told reporters that the qualification threshold of pharmaceutical circulation is not high in itself, especially in the context of the increasing support from the national policy level in the field of large-scale logistics and professional pharmaceutical circulation, pharmaceutical third-party logistics can still benefit from the collaborative development with e-commerce The core of the strategy is to consolidate the location advantage However, although the development of B2C medicine logistics contains opportunities, it is not easy to play Zhang Yibing, general manager of Xiansheng zaikang e-commerce, believes that the high demand of medicine circulation for GSP is doomed to a higher cost than traditional logistics "According to the data statistics of JD before, the logistics cost of 2000 sales orders a day in a city can just be amortized Moreover, JD has always been the logistics of ordinary large commodities Pharmaceutical commodities have higher requirements on the sales volume and customer unit price than ordinary commodities in terms of logistics cost." For qilekang's self built B2C pharmaceutical logistics, the industry has made positive comments and worries If qilekang's customer order quantity can't support its pharmaceutical logistics distribution, transformation as a third-party logistics is a good choice "But there are also risks All pharmaceutical e-businesses are aware of the importance of users and channel terminals As the direct competitors of pharmaceutical e-businesses, such as kangaido and jianyiwang, it is unlikely to deliver their own drugs to qilekang in a short period of time." Anonymous medical e-commerce personage told reporters In fact, as the traditional medicine distribution industry is facing, since the regional leaders such as Shangyao, Guangyao and Nanjing medicine can develop under the situation that the national medicine distribution enterprises such as Sinopharm and China resources occupy the main market share, the B2C distribution of regional medicine e-commerce has the potential of local intensive work Liao Guanghui pointed out that the core purpose of self built logistics of seven Lekang is very clear, which is to consolidate its regional advantages in Southern China, deeply cultivate Guangzhou, the Pearl River Delta region and even Guangdong and key cities in China The real core purpose of self owned logistics strategy is here "Qilekang hopes to get through online and offline completely through B2C rapid distribution, use the advantages of offline logistics to better serve users, and expand the physical store layout of its Pearl River Delta and national key cities through online business, so as to form a mechanism of o2o virtuous cycle." With the deregulation of online prescription drugs, the opening of e-commerce access of single drugstore and the relaxation of qualification approval of pharmaceutical logistics industry, the favorable policies will undoubtedly promote the market competition of B2C pharmaceutical distribution Qilekang is optimistic about this Shi Zhenyang said that self built logistics will be equipped with professional distribution vehicles and distribution personnel to practice GSP logistics standards and establish a comprehensive and high-standard logistics service system for pharmaceutical e-commerce "Qilekang currently includes nine chain pharmacies with one main warehouse The pilot in Guangzhou will expand drug distribution from the main warehouse and chain pharmacies together At the same time, we are also absorbing more cooperative pharmacies to join qilekang's distribution system; At present, in terms of the pilot projects in Haizhu District and Liwan District, the cost is basically controllable In the next step, the pilot projects in Yuexiu District and Tianhe District will be launched, and then expanded to all Guangzhou, and then to the Pearl River Delta, Guangdong and key cities in China