Standing at the mouth of the wind but lost money a pharmacy owner's live delivery of goods for a year.

TextIn 2019
, the total size of the live-streaming e-commerce industry reached 433.8 billion yuanIn contrast to the particularity of products and services and the scale of policy supervision, the live broadcast in the field of medicine is tepidIt's hard to do, but pharmacy owners aren't willing to leaveWhat are they looking for?standing on the air of live cargo, Shen Ming did not think that he actually lost moneyHe is the owner of a drugstore chain and began testing live last August2019, the total size of the live-streaming e-commerce industry reached 433.8 billion yuanLi Jiaxuan's profitability this year exceeded that of 1,000 listed A-shares (the latest news about the "lipstick brother" is that he has won a Shanghai hukou as a special talent);, live-streaming in the pharmaceutical sector is tepidIt has been observed that the recent major e-commerce platform of the self-employed pharmacy, each live audience is in the tens of thousands of hoveringOther pharmacies were even more lukewarm, with some even watching a few hundredShen Ming also realized that health products are not impulse-to-buy products, it is not possible to sell a surge overnightBut where the traffic goes, where the layout goesHe is shaking sound, quick hand attempt, because of strict supervision after the failure to return, and then turned to Taobao, JD.comfor the medical live delivery, the policy scale is very strict, at present only in the e-commerce platform can be carried out, and only limited to health care products, functional food and disinfection supplies Even if over-the-counter drugs can be streamed live, most platforms are afraid of crossing the border, mainly in science Although the current live delivery of goods for the pharmaceutical industry, just "looks beautiful", but Shen Ming and other drugstore owners have no intention of leaving the scene, businessmen on the market's sense of smell, let them continue to wait especially Shen Ming, who has a special affection for live delivery - 20 years ago, he was doing TV shopping When the peak of the TV shopping live, in Shen Ming's eyes, just like today's via and Li Jiaxuan live room, 30 minutes or 1 hour of the program, every 5 to 6 minutes to push a product, live calls and concessions, "and then click to sell." due to the impact of new media network, the decline of traditional radio and television media, coupled with some of the chaos of TELEVISION shopping itself, word-of-mouth is getting worse and worse, in recent years gradually fade out of people's view now, is already a chain of drugstore boss Shen Ming did not expect, almost disappeared television shopping, and in the form of live delivery of goods "re-create Jianghu." despite the presence of a lot of live broadcast sales, for example, according to the media alliance WeMedia and Phoenix Network Entertainment recently jointly released the "live e-commerce anchor GMV May list TOP50", the entire network live-streaming tv host Top50, in May GMV announced a total of about 11 billion, the actual sales total of about 130 million yuan However, experts believe that the future 5G era, live e-commerce economy will be people, goods, field high-speed circulation, the prospects can be expected Shen Ming also felt that this was an opportunity He believes that compared to other categories, health categories of goods, more need to have a professional guide to help customers choose, drugstores try live broadcast, professional advantages are self-evident, with live delivery way to popularize medical knowledge to people at the same time, to achieve the purpose of selling drugs, two things at once but for medical products, whether it's TV shopping or the current live delivery, the regulatory policy is consistent: the sale of drugs is strictly prohibited According to the General Administration of Marketing Regulation, live broadcast is also a kind of advertising, industry insiders revealed that prescription drugs can only be advertised in specific professional magazines in 2019, the State Administration of Market Supervision and Administration issued a number of typical false illegal advertising cases, Shanghai Neptune Star-Star Pharmacy Co., Ltd on the Internet broadcast the case of prescription drug Wan Ai ke, also ranked among them According to the report, Neptune was fined 700,000 yuan for violating the relevant provisions of the Advertising Act by introducing the efficacy, use, efficiency and other content of the prescription drug Wan Aico (commonly known as Viagra) during the broadcast Article 19 of the Advertising Law stipulates that radio stations, television stations, newspapers and audio-visual publishing units and Internet information service providers shall not publish advertisements for medical treatment, medicines, medical devices or health food in disguised form in the form of health and health knowledge this episode, throwing cold water on the "first sons" who want to try the medicine live delivery But the popularity of live delivery still has a strong appeal for "Shen Mings" It is understood that only on Taobao platform, the current broadcast of the medical business has more than 5300 The next step is whether the policy will relax the restrictions, everyone on the edge of the test for supervision, Shen Ming has his own opinion, "the rules of the people may suffer, unruly people can seize the development of the first opportunity, especially on the line of this electric business, a step fast, step by step." "
he pondered, once this road is taken, it will be a new business Bought two sets of tripods, light-filled live equipment, recruited three or four people, in August 2019, Shen Ming set up a special live broadcast department, intended to enter the sound, fast hand live sales chose a short video platform, there is a lot of consideration Against the backdrop of the slowdown in the overall growth rate of the mobile Internet industry, short video has emerged, with data from the 2019 Internet Trends Report showing that from April 2017 to April 2019, the average daily duration of short video APP in China increased from less than 100 million hours to 600 million hours, with sound, quick hands and good-looking video accounting for the top three short video Shen Ming believes that the more lively the place, the easier it is to sell goods, and these platforms, the lowest spread costs But he soon discovered that business was not going well in these self-righteous traffic depressions because of policy constraints online drug sales must be qualified (Internet Drug Information Service Qualification Certificate) At present, shaking sound, fast hand and other short video content platform does not have relevant qualifications, can not do the promotion of medicine ", as long as the live broadcast with the name of the drug, the product will be directly off the shelf Shen Ming said that only through the live broadcast of "planting grass" form, the promotion of corporate brand promotion In the shake sound, some of the behavior that refers to the product manufacturer brand or the host contact information, will be considered to have the suspicion of offline conduct, or be warned, sealed for a period of time, or restricted permissions over the next three months, Shen Ming tried back and forth many times He felt that in case there was a loophole, there might have been an opportunity - but not in case The only video he didn't take off was the team shot "How to Use the Forehead Gun." Although the playback volume is very large, but in Shen Ming's view, pure science-based live broadcast, video, belongs to the nature of public welfare, simply can not earn money wanted to be the first to "eat crab", but encountered the "crab" of the "pliers." As a channel vendor, Shen Ming believes that the company is best at introducing products, but as long as the introduction of products, will be off the shelf, their own really nothing to do In his view, as long as the policy allows, the marketing field is bound to flood in, the industry will explode growth But he also has a number in mind, the policy card is strict, not unreasonable, once opened, the Yantian system will also be transformed to do live broadcast, "the electric pole on the advertisement" developed to the line, when the deceived people will be more, is selling goods but is not competitive toss for several months, Shen Ming found that even the department staff's wages did not earn back, the team can not be disbanded As a last resort, we can only transfer the battlefield, in Taobao, JD.com, these have the Internet to sell drugs on the qualification platform live, selling masks, "drink and drink." a person in charge of a trading platform mentioned that Taobao, JD.com, Pando three platforms have Internet drug information services qualifications, but there are still live ban list Prescription drugs, medical surgery, and even over-the-counter medicine products can not be broadcast live, some health care products, functional food, disinfection supplies are not restricted for Shen Ming, absorbing powder, drainage is the biggest problem On the one hand, Taobao, JD.com its own attributes are trading platform, when customers buy things, catch up with the live broadcast, found that just want to buy products, feel that the reliable to buy, these products sales are actually relatively fixed But compared with the sound, fast hand, Taobao, JD.com, Anddo and other platforms, such as the traffic is not in a magnitude on the other hand, health products are not the object of impulse purchase, it is not possible to sell a big increase overnight If the product itself does not sell, and then do live broadcast is also a surprise "Unless it's a celebrity, or it's selling a potion." the head of an MCN company, who specializes in the pharmaceutical industry, there are few anchors Because of the relative specificity of the pharmaceutical industry, there is very little content available for live broadcast, and traffic conversion is more difficult "Profits are low and risky." His biggest worry is, "No one's going to look at it, there are too few consumers who are hoarding drugs." "
in order to give the live broadcast streaming, Shen Ming chose to reduce the price If the cost of a mask is a dollar, normal, cut to the freight, to sell to about 1.5 yuan, but on the live broadcast, only sell eight cents live with a loss-making heart, sales will indeed increase, but Shen Ming found that the increase is only about 10% And the number of people watching each live broadcast is only in the thousands, which is hardly tens of thousands another way of diverting, it is that many entrepreneurs or personally appear in the show, or with Via, Li Jiaxuan and other carriers to cooperate For example, Chijin Pharmaceuticals, Renhe Pharmaceuticals, Huaxi Bio, Blue Fan Medical and other listed companies choose to cooperate with Via, the boss of sien pharmaceutical and other enterprises personally walked into the Ali Health Pharmacy live room but the industry still looks tepid According to the observation of the eight-point health news nearly a month, the main platform of the self-employed pharmacy live audience rarely exceeded the millions, almost all in the tens of thousands of wandering, some other businesslive live views even only a few hundred Shen Ming considered working with the anchors of Via "But think about it, it's expensive, it's too much to cut, it's not necessarily a good deal." In his opinion, some people who are looking for Via to work together don't care about the loss of the live broadcast For example, selling a million things, lost half a million, but the advertising costs are worth Brands do need exposure, but as a distributor, Shen Ming wants sales and for non-head carriers, Shen Ming is worried about the fake traffic is particularly large, "claimed to have 5 million views, the actual may actually only sell five." "In his opinion, the industry water is too deep, in case the last can not sell, the money is also spent." By selling masks, Shen Ming's live-streaming team survived, but live streaming is only a must-have promotional tool, not yet a big sales on these platforms, and his mind of the "new business" far from "Other people do live broadcast, you don't do, maybe you this goods are hard, can also sell, if the same conditions, do live broadcast is better than not to sell." the medical class live delivery effect is not good, why do you have to do it? E-commerce platforms have their own considerations "We're not looking for the effect of making a bang, or producing tens of thousands of sales in a few minutes." A platform leader told the eight-point health news, they choose to do the reason for the live broadcast is very simple, the current number of users has been very large, live broadcast is to maintain user stickiness and Shen Ming has been waiting for the policy wind to come it is understood that the current platform of the ban directory is not the same "Now the government doesn't have the next catalog, which can sell, what can't, and it's tailored to what's in a series of laws and regulations, such as the Drug Administration Act." An e-commerce platform live broadcast person in charge said, the top wind crime, the license plate was revoked, the former effort spent, now no one has such a bold in fact, in the vague area of policy and regulation, which products can be broadcast live, the industry still has some line-stepping behavior shen Ming, , believes that in the initial stage of an industry, the phenomenon of hovering on the edge of the policy is actually normal Everyone does it, and the hope will push the policy to the ground The more categories allowed for live streaming, the greater the opportunity for industry growth On June 24, , the China Advertising Association issued the "Network Live Marketing Code of Conduct", which is the first domestic special regulation on live webcast marketing activities It stipulates that when a merchant sells special commodities such as medicines, medical devices, health food, formula for special medical purposes, it shall obtain the corresponding qualifications or administrative licenses in accordance with the law this implementation of the norms, although the industry self-regulatory documents, has not yet risen to the height of laws and regulations, but for the "live delivery" of the new industry, perhaps also to a higher level of supervision to lay a pen With formal supervision, the "live delivery" of the development of the "teacher famous" (Shen Ming is a pseudonym)