360° perspective medical e-commerce market structure (with detailed data interpretation)

Release date: 2015-08-10

Since the first medical B2C license in 2005, medical e-commerce has gone through 10 years of development in China. During this period, a batch of pharmaceutical e-commerce companies went on. The unpredictability of the Internet has made the competitive landscape of the pharmaceutical e-commerce industry undergo several rounds of changes in the past few years, and it has only entered a relatively stable stage.

So, what kind of market structure does the pharmaceutical e-commerce present now? Let's take a look at the data from the Tmall Medical Museum.

1. 10% of companies create 50% of sales

According to the intelligence data, from January to June this year, Tmall Medical Center's five categories of OTC drugs, medical equipment, family planning supplies, health supplies and medical services received sales of 2.21 billion yuan, and sales of contact lenses were estimated at 4.86. About 100 million yuan.

From this calculation, the sales of Tmall Medical Center from January to June totaled approximately 2.696 billion yuan. According to the latest data of CFDA, there are 329 enterprises that have obtained the C certificate of Internet drug transaction service qualification certificate. The author learned through the data Rubik's Cube, the total number of companies that have opened stores in the Tmall Medical Center is around 200. Among the 200 companies that generated sales, Kang Aiduo was slightly better in sales and became the chief merchant with a market share of 7.35%.

TOP10 companies accounted for more than 35% of sales, TOP20 companies accounted for more than half of sales, TOP50 companies accounted for nearly 80% of sales, other companies have very low sales, the overall operation has not really done, the total share About 30%. Regardless of whether the "28" principle of the traditional industry is suitable for the medical e-commerce industry, in short, the current situation seems to be getting closer to the "28" principle.

2, the concentration of each major category is extremely high

Tmall Medical Museum currently has six major categories. Specifically, medical device sales accounted for the largest proportion, accounting for 36.67%, followed by OTC drugs, accounting for 23.07%; sales of family planning products accounted for similar to contact lenses. In the future, assuming that prescription drug online sales can be released as expected, the drug category has the opportunity to increase in volume. In the medical device category, the sales of TOP20 flagship stores accounted for 66%; in the OTC drug category, the sales of TOP20 flagship stores accounted for 64%; in the family planning products category, the sales of TOP20 flagship stores accounted for The ratio is also close to 64%; in the health care category, TOP20 flagship stores account for up to 75% of sales. From the data, we can easily see that the market concentration of all major categories is very high, and the enterprises with lower rankings want to break through in a certain category, and the difficulty is conceivable.

3. Analysis of the three camps

The comprehensive strength of the company, we can find that the companies in the Tmall Medical Museum are divided into three camps:

The first camp is a company with a balanced category structure, drug sales ability and strong store operation strength. Neptune, a vertical pharmaceutical e-commerce company, Kang Aiduo, Jianyi.com and a physical pharmacy, is a representative enterprise. The data shows that Kang Aiduo is not only the flagship store of Tmall Medical Museum, but also the leader of two major categories of OTC drugs and family planning products. The proportion of OTC drugs, medical devices and family planning products accounted for 26.6% respectively. 24.9% and 41%; Jianyi.com ranks second among OTC drugs and medical devices, with sales of OTC drugs, medical devices and family planning products accounting for 35.9%, 42.6% and 12.9% respectively. The sales of Neptune's three major categories accounted for 35.1%, 25.4% and 31.5% respectively.

The second camp is based on one or two strong categories, and drives companies that enhance the influence of the store. Such enterprises mainly include two types, one is the flagship store directly operated by the brand, for example, the flagship stores of brands such as Yuyue, Omron and Durex; the other is the dark horse of the pharmacy flagship store, for example, mainly medical equipment. Dekai, Asia, Qi Lekang, which is mainly based on contact lenses, and so on.

The third camp is an enterprise with a comprehensive strength ranking and a category with no obvious category advantages.

Summarizing through the above data, we can easily find that the current pharmaceutical e-commerce pattern is generally in a relatively stable state. For the latecomers, as the operating costs continue to increase, such as the lack of sustained capital and the support of all parties, Survival and development are more difficult. However, competition among the top ranked core companies will be more intense than ever. Who can win? In addition to seeing who can grasp the opportunities brought about by policy liberalization, the test is more about the company's capital strength and resource integration capabilities. On the whole, the author believes that the enterprises located in the first camp have strong e-commerce operation capabilities, supply chain integration capabilities, balanced category structure, and a good foundation in drug sales. Bigger

Source: Win-Win

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