Speaking of domestic medical e-commerce, the development of today's medical e-commerce has been for many years, but it is still only tepid. The reason is also caused by many factors. The author believes that the main reasons are nothing more than the following five points:
1. The biggest factor hindering the development of pharmaceutical e-commerce is the special nature of medicines. As a result, many consumers are afraid to buy medicines on the Internet casually. They worry that if they buy fake medicines, they will not be able to pay for themselves. And no matter what time, the doctor's advice is often required to use the medicine under the guidance of a doctor. It is true that drugs are different from other products such as clothes and mobile phones. Some ordinary consumer drugs are better to say that prescription drugs are definitely not available for purchase online.
2. From the perspective of timeliness, most people tend to buy medicine when they are sick. At this time, if you go to the medical e-commerce platform to buy medicine, is it time to get it? Can the delivery arrive in a few days? This is a very real problem. Therefore, many times, people tend to choose to go to nearby pharmacies or clinics and hospitals to buy medicines, and they can get guidance from doctors when they go offline.
3. From the consumer groups of medicines, a large proportion of consumers are middle-aged and old-age users. These people are not very proficient in the Internet and mobile Internet, let alone purchase drugs directly through e-commerce channels. Moreover, many elderly people who buy medicines at a certain pharmacy are more suitable for themselves, and he will go to the pharmacy to buy medicines for a long time, and the loyalty is very high.
4. From a policy point of view, the state's supervision of the medical e-commerce platform is very strict, and it is not so easy to get the qualification certificates of medical e-commerce. This is not a small company with this strength, even if it is the Tmall, Jingdong and other malls that get the certificate, their platform is also cautious when selling drugs.
5. There is also a very real problem, that is, medical insurance. Although hospital medicines are more expensive than many pharmacies and medicines sold in online malls, many people still choose to buy medicines at the hospitals they visit. The most fundamental reason is because of medical insurance cards. Many insured patients are often only eligible for medical insurance benefits in designated hospitals, and they have to purchase medicines at designated hospitals in order to reimburse them.
However, the rise of O2O has made the medical e-commerce platform see new hopes. Whether it is a traditional pharmaceutical factory, an offline chain store, or a major medical e-commerce platform, it is trying to use the power of O2O to break the current stalemate in medical e-commerce. . So, can O2O really make medical e-commerce shine? Let's first take a look at several different medical O2O models.
　 First, the pharmacy chain independent O2O
When it comes to pharmacy chain, there are so many platforms for medical e-commerce to enter the market. In this field, there are chain pharmacies such as Neptune, Pharmacy, and Jinxiang. They are based on self-wired stores. , accumulated a great advantage.
First of all, from the offline purchase channel, the drug is different from other ordinary products, and must be strictly checked in the purchase channel. Once the problem occurs, it will be a devastating disaster. Chain pharmacies have been working hard for many years, and they have certain advantages in controlling the purchase channels of medicines.
Secondly, the biggest advantage of chain pharmacies in establishing online e-commerce channels is logistics and distribution, which has greatly solved the embarrassing situation that many consumers have been unable to receive express delivery after purchasing drugs online. Consumers can place goods online, and chain pharmacies can directly deliver goods through nearby chain stores and warehouse distribution centers. Drugs can be quickly delivered to consumers. Especially in the era of mobile Internet, this location-based positioning advantage has become more prominent.
Third, many large chain drugstores have already joined the medical insurance settlement, which is a very good news for consumers who rely on medical insurance cards to settle drug charges. Of course, the current medical insurance card can only be consumed in offline stores, and can not be directly consumed online, but it is not excluded that online offline insurance stores will open online medical insurance settlement.
Fourth, from the current e-commerce status quo, prescription drugs can not be sold on the e-commerce platform, but through the offline chain stores, it can make up for this short board, and the online and offline really combine effectively. . The user takes the prescription form opened by the doctor, and only needs to go to the offline storefront closest to the e-commerce platform to purchase the prescription drug directly.
Fifth, the pharmacy chain has accumulated considerable brand advantages for itself over the years, and it is easier for customers to have a sense of trust. The most important thing to buy medicine online is trust. This offline chain pharmacy has certain advantages over pure e-commerce platform.
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