Pharmaceutical and network on April 12 - in electricity industry seems to be not good in 2016, is still the continuation of the has been rapid development momentum, vivid interpretation of the "see not necessarily believe" argument. 

 

2016 ~ 2017) online pharmacy sales list (20) : 

 

 

Note: mark does enterprise data for our analysis according to public information. 

 

See not to believe 

 

Looking forward to for a long time to see the industry medicine electricity TOP20 list, it vividly explained the "see not necessarily believe" argument. I think about it, the vast majority of people are like journalists, to "change" due to policy medicine electricity industry's performance in 2016, but the list is enough to upset you my imagination. 

 

First, the contrast before and after two years of medical electrical contractor TOP20 list, you can easily find, despite the change of the data, in the commanding heights of industry medicine electricity enterprise structure and rank order actually kept relatively stable. To describe, in common language is, which are in. Is presented in this paper, and this newspaper last year and this pattern of "initial" industry is highly consistent judgment. 

 

But actually, internal, external calm can hide into the list of medical electrical contractor TOP20 enterprises, in 2016, mostly in a strategic adjustment or strategic transition, it is "due to the changed circumstances" initiative to ensure the stability of the river's lake status. 

 

Second, medicine, electricity industry into the "club" 2 billion yuan for the first time. In 2015, medical electricity industry has four companies entered the threshold of 1 billion yuan; In 2016, the individual enterprise's sales volume has reached 2 billion yuan. 

 

Even more exciting is that through the list, we can see that the medicine electricity industry overall upward trend: (1) seven nu-lax, health and love, 3 companies continue to grow simultaneously, with about 50% month-on-month growth, 1.5 billion yuan on the step at the same time, the two are still in the same echelon; (2) the good medicine, 2016, continue to run forward, relying on O2O new strategic upgrade, to break through 1 billion yuan threshold; (3) the best show, cloud open America and Germany, as well as the ocean, as a typical form of severe vertical medicine electricity enterprises, in 2016, with the ecological layout, both outperform the market, also beat yourself. 

 

Third, there is no real sense of "dark horse". Although appeared first on the list of companies, but its influence is still not enough to shake the industry pattern, therefore cannot be "dark horse" or "grey mare" label. In the future, don't rule out the possibility of reappear dark horse, after all, medicine, electricity industry is gradually transition to a "big players" era, in the supply chain, capital, team (people) and so on various aspects resources under the pile of, is expected to quickly hatched a "super" enterprise. But predictable, with the passage of time, a dark horse can only be with theoretical possibility of small probability events, because, 0 to 2 billion, was not differential relation, but multiple relationship. 

 

Fourth, guangdong became the first town of medical electrical business. Inertia, the north has been wider and called the three bases in the development of e-commerce, but in terms of segmentation of medical electricity field, with the passage of time, the guangdong lead more and more obvious: on the one hand, from the Internet drug trading services qualification obtained distribution of enterprise, guangdong than a whopping 16.2% to account for the national first place, more than the sum of Beijing and Shanghai; TOP20, on the other hand, in the list, guangdong pharmaceutical electricity quantity as many as six, a top four, at the same time, some listed companies operating management headquarters set up in guangdong. 

 

Throughout is located in the guangdong pharmaceutical electricity enterprises, mainly has the following characteristics: (1) gene with pure Internet enterprises, by Internet thinking quickly broken, after gradually by light asset model to heavy assets; (2) on medicine, electricity, industry chain extension of; (3) mostly have finance background, or has the status of listed companies, with money in time; (4) pay attention to the accumulation of the supply chain resources and advantages of the supply chain, take part in the competition of supply chain in advance. 

 

Behind the 27.8 billion yuan 

 

Through medical electricity TOP20 list of Numbers, reduction industry 2016 the development of the real curve, you will find that viscous industry not only has strong policy, at the same time with strong resistance of policy. 

 

  

According to the monitoring data of Chinese pharmacy medicine electricity research center, in combination with the third party research institutions and industry experts, the comprehensive measure, 2016 domestic pharmaceutical electricity (B2C) of total sales reached 27.8 billion yuan, from 2015 (14.42 billion yuan) rose 92.8%. The huge contrast facts and imagination? Actually not confusing. 

 

More than 90% of the incremental space mainly consists of the following aspects: 

 

First, as the change of state food and drug regulation thinking - by regulation to make the transition to the regulatory approaches, medicine and electricity at a much lower barriers to entry, in addition to simplify approval procedures, a large number of enterprises into medical field of electricity in 2016. According to the state drug supervision administration data, by the end of 2016, has obtained the Internet drug trading services qualification certificate (C) the number of more than 600. Rapid implementation from zero to do breakthrough new entrants to become the main forces of the expansion and 2016 medical electrical dealer market. 

 

Second, since the end of the third party platform of the Internet drug trading pilot, party and other platform type enterprises began to actively apply for the Internet drug trading services qualification, and actively embrace the policy change to find a way out: first, represented by Tmall medicine hall of the third party platform use "cod" manner to more policy changes, although to a certain extent, affected the conversion rates and the bounce rate, but to maintain the stability of the sales performance; Second, to high-end tonic products, nutrition, health care products as a compensatory category, make up for the drug class sales slip, at the same time actively the construction of "overseas purchase" platform, increase the sales volume and proportion of the drug, typical ali by representatives of health; Third, part of the third party platform by transactional transformation to a service-oriented platform, such as eight hundred, 51 healthy (formerly 818), the platform's original traffic advantage, operational advantages, technological advantages to the industry, such as effective diffusion, accelerated the growth of new shortlisted for the enterprise; Its 4, proprietary platform, ali and jingdong all in column, from the point of operation practice, has the "rich second generation" identity of most of these companies have a good sales performance. 

 

Third, O2O series. More and more enterprises, especially the traditional retail enterprises began to reposition of medicine, electricity, weak sales and strong service attribute, the medicine electricity tools, relying on medical electrical contractor for enterprise to carry on the reform from the Internet, thus formed the benign interaction between the online and complementary. In 2016, we can see the JPM medicine, benevolence and pharmacy network, such as good medicine package O2O as important characteristics of the rapid rise of the enterprise, defeat the "medicine O2O dying" rumors, rolling forward and promoted the industry. 

 

Fourth, Internet medical beginning in 2016, the nation with medical electrical contractor, form "d + medicine" trading service closed loop. "D + medicine" model relative medicine electricity has the following role: (1) lead to solve the problem of the user's purchase of trust, can effectively improve order sell-through rate; (2) combined with practitioners multipoint, electronic prescription circulation policy, such as the Internet medical hospital (especially Internet) can effectively solve the problem of prescription, prescription drug sales "in advance" to achieve, on behalf of the enterprise for the micro medical, seven nu-lax, best ocean, etc.; (3) to visit or slow disease management as the breakthrough point, can effectively increase user stickiness, medical electricity protection in the ascension of repeat purchase rate. 

 

Fifth, the user's network buy drug habits. This is a medical driver source power of electricity industry development forward. Users for network buy medicine psychological change, gradually from the distrust to trust and rely on, even with mobile smart devices widely used (users increase coverage), absolute increase in demand of network to buy medicine, natural medicine electricity industry growth. 

 

From the practical view, the growth of the mobile terminal to buy medicine proportion rising sharply in recent years, with Tmall medicine pavilion double last year 11 data as an example, through the mobile terminal to buy has accounted for more than 90%, is associated with long-term consumer education platform, and related to the user's behavior. 

 

Pyramid distribution 

 

Medical electrical contractor respectively after their initial and development of the two "five years", has been forming stage, concrete embodiment in the industry pattern of gradually solidified. To the sales of arrangement, basic visual medicine is pyramid distribution electricity industry. 

 

The oligarchs effect of electronic commerce, the future medical dispute on the commanding heights of the electricity is one of the few in the competition, since 2015, medical electrical business began to appear the fault, and in 2016 this phenomenon more clear: 

 

First, the leading industry 1 medicine net sales of 2 billion yuan in 2016, accounting for 7.2% of total sales of the industry, basic is equal to the total sales of the top 10-20, the top of the obvious advantages. 

 

Second, the entry threshold of TOP5 reached 1.5 billion yuan, total sales of around 7.6 billion yuan, accounting for 27.3% of the total industry sales. 

 

Third, the top 10 entry threshold is 400 million yuan, essentially flat with 2015, sales reached 10.61 billion yuan, accounting for 38.1% of total sales. 

 

Fourth, the entry barrier of TOP20 dropped to below 100 million yuan, total sales reached 12.36 billion yuan, accounting for 44.5% of total sales. 

 

This series of data shows that: 

 

(1) pharmaceutical electricity industry sales accounted for further to concentrate in TOP5, contains the enterprise have to participate in the possibility of oligarchs battle, more in the future or forming "how strong shearing section.at" or "dual (3)" pattern; 

 

TOP6-10 (2) compared with the first tier has a certain gap, but the top 10-20 has bigger advantage, from the enterprise itself contained more belong to have clear label, is characterized by severe vertical depth, subdivision, such as the show contact lenses as the main user groups and on the basis of the added category, cloud focus Asian American orphan drug, recover recovers at home against the court crowd to establish industrial cluster... In general, the enterprise positioning precision, has a larger space to grow up; 

 

(3) the top 10-20 contains enterprise gap between each other is not very obvious, and the gap with the increase of the power decreasing, to some extent, the distance is just a "double 11", thus has characteristic of sorting is not stable, strong alternative. 

 

From the point of medical electric business in recent years, the development of the track, is gradually draws the outline of the distribution of industry is a pyramid structure, increase gradually in number at the bottom of the pyramid, but mostly in must level, in the case of lack of powerful "pedal", more difficult to achieve a breakthrough. And with the further development of medicine, electricity, the Angle of the pyramid apex Angle will increase further, from the initial acute Angle into an obtuse Angle, and the whole structure is more flat.