Home medical equipment is booming, will it be a new round of capital nuggets?

When it comes to the home medical device market, many people have seen it as a "small plate", "too subdivided", and "development elbow". However, it seems that these labels are too early or even rash. And ridiculous. The home medical device market is like the white gloves in the magic, the layman joins the fun, and the insider looks at the mystery.

Undoubtedly, the pharmaceutical health industry has a wide range of sectors, a large number of sectors, strong market demand, and huge development prospects. In addition, under the impact of “new species” such as mobile Internet, new retail and artificial intelligence, this big cruise ship begins to be luxurious. The version has been reorganized into an attack version and has become a well-deserved sunrise industry. However, there are also some people with super-excellent insights who can always see more doorways and trends through the surface, and get ahead of others in front of the vents.

Last month, Ali Health Director and General Manager of Tmall Medicine Health Kang Kai left, and then the media broke the news that the first Chinese medical e-commerce business owner has joined the rehabilitation home, starting as a partner and CEO to switch to home medical equipment. development of.

For a time, home medical equipment was pushed to the front of the stage, and there were different opinions.

As one of the basic support parts of the medical and health industry, the domestic medical device market has broken through 100 billion yuan, but in the end it will continue to rise, and it is impossible to draw conclusions. The "Kangkai phenomenon" is accidental or wind direction, and it is impossible to give a definitive answer. But several trends need to be seen clearly, perhaps with greater reference.

First, the proportion of medical equipment is changing quietly.

In foreign countries, the proportion of drugs and medical devices is almost 1:1, while in China, the ratio of drugs is 1:3, lower than the world average. There are many reasons for this difference, and the policy reasons cannot be ignored.

As early as 2000, Japan began to implement the insured insurance system. Medical devices (including households) can be rented, and the insurance reimbursement rate is as high as 90%, which greatly promotes the use rate and consumption of equipment. In addition, domestic medical devices and medicines are indifferent, and they should complement each other in life. When leaving the medicine, the equipment can not fully exert its value, and leaving the equipment, the medicine can not meet the diverse health needs. Therefore, in many countries in Europe and America, household medical equipment and Drugs are equally important, and various types of feeding policies have been introduced.

However, from today's point of view, the dilemma of domestic pharmaceutical machinery 1:3 is disintegrating and is accelerating.

With the growing demand for health management, and the growing trend of the aging population and the incidence of chronic diseases such as the Three Highs, market demand has never been stronger. On the one hand, based on the impact of this large environment, some regions in China began piloting long-term care insurance similar to nursing insurance, and policy resistance continued to weaken. At the same time, some provinces gradually liberalized medical insurance policies, allowing medical insurance cards to be consumed at medical device stores. This will inevitably lead to a substantial increase in the domestic medical device market. On the other hand, with the increasing call for prescription drug outflows, the volume of prescription drugs in the hospital will be greatly reduced, and the doctor-patient relationship will also undergo subtle changes. As a result, the original prescription drugs in the hospital will be partially replaced with out-of-hospital health products and Home medical equipment. To put it bluntly, doctors will reduce the need to prescribe unnecessary prescription drugs, and it is recommended that patients be promoted through “small blue hats” or household appliances.

Second, changes in consumption habits. From "taking medicine when you are sick" to "not taking medicine without taking medicine", this is the conscious change of Chinese people's health concept.

Supported by the most common "snoring", about 3,000 people worldwide die every day because of snoring. Snoring is not a problem, mostly in the category of sleep apnea syndrome. The previous treatment method was to seek medical treatment, buy medicine, observe, and there is no direct symptomatic drug treatment plan. Now, the most effective way to be recognized in the world is to use a sleep ventilator, which is about the size of a Macbook. It must be said that in domestic household appliance stores, respiratory products have always been a large revenue, and the proportion is also growing.

In addition, people began to slowly allocate medical expenses to the out-of-hospital market. Taking stroke as an example, the average life expectancy of Chinese patients after treatment can be extended by 3 years, while in foreign countries it can be extended for 9 years. The key to the difference in life between 6 years is the importance of post-hospital rehabilitation. In China, the single-in-one solution for out-of-hospital disease is still a blue ocean. Except for Kangkai’s fancy home, most of them are just slogan producers. The main reason for the exclusive use of cakes is not money, but time and time. The degree of solidity of the degree and channel links, without these, the concept of hype can not be introduced.

Not only the rehabilitation population, but also more and more consumers, such as sub-health, three high and chronic diseases, and old people, are willing to pay for this “health package” – using the “package price” to purchase a complete set of personalized health services, while the main part It is the combination of blood pressure and blood glucose supplies, ventilators, physiotherapy instruments, wheelchairs, stair climbers, etc.

Third, technological innovation promotes the value of household appliances.

With the advancement of technology, new things such as artificial intelligence and dataization have begun to apply from the cloud to life. The smart toilet can monitor the possibility of constipation when the toilet is used frequently. The smart shower can sense the temperature of the bathroom and the bathing time. If the elderly accidents occur in a special environment, they will promptly warn the family members; through the smart device, the daily physical examination will be passed. Data intelligently draws indicator curves and automatically pairs health solutions.

These changes are empowering home medical devices to transform the role of medical devices into living appliances. Regardless of whether it is for the capital market or the consumer market, "change life" seems to be a powerful stimulant, just like Jobs's favorite advertising word: Think Different, who caught the attention of the user, who created the difference Everyone can find enough gold in today's market.

Fourth, the catalytic effect brought by new retail. The new retail is shouting hot, not because of the new concept, but by the "people" heart. Relative to the old retail, the core of the new retail is not the supply chain and traffic, but the user experience, both on the product side and on the scene side, all interact and transform around the needs of people.

Throughout the entire medical health industry, home medical devices are at the right time. First, the home medical device has a certain professional guidance, which will inevitably lead to continuous interaction with the user, which is an important prerequisite for realizing high viscosity of customers and building a "social empire"; second, the field can be everywhere. Specialized stores, chain pharmacies, communities, workplaces, business districts, schools, and e-commerce platforms, etc., the scale of the scene can be even the most natural; third, no connection is not the future. Compared with drugs, household devices have data attributes that cannot be compared with drugs. With the characteristics of wide coverage of users, high frequency of use, strong human connection, and universal applicability, they occupy a natural advantage in user data collection, analysis and application. The reference value and business value brought by the era of big data will be self-evident.

In short, this is not the past. Fang Xingsheng, a household medical device that was once underestimated, judged whether the "Kangkai phenomenon" was accidental or inevitable, and it was no longer possible to limit the slogan of this industry. For those who are familiar with the capital, it is bound to usher in new A wave of Nuggets grabs.

The old horse once predicted: "If someone can surpass me in the future, it will definitely be in the health industry." This seems to be quite meaningful.

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