According to rough statistics, there were more than 80 cases of mobile medical enterprise financing in 2014, which is nearly three times the total number of financing cases in this field in the past five years. The total financing target is close to 700 million US dollars, twice as many as the sum of the previous four years. . By 2015, in the first half of the year alone, the total amount of venture capital investment in the domestic Internet medical field reached 780 million US dollars, exceeding the total amount in 2014, and a large amount of basic influx into the mobile medical industry.
2014 is often seen as the year of mobile medical spawning, and in 2015 it has continued to triumph and the situation is good. At one time, there were as many as 2,000 domestic mobile medical apps, but by 2016, these emerging applications were interfered with by the common problems of homogenization, single function, and high coincidence rate. The profit seems to be far away, and the insiders could not help but feel: Very lively, the exit is very lonely. So, does this mean that the winter of mobile medical care is coming? The benevolent person who sees this problem sees wisdom. But in this industry, there have been a few big things happening this year, which has made the practitioners more rational and mature.
Liu Qian of the Unicorn Studio once mentioned a few major events in the mobile medical industry in 2016 at a conference. Xiao Bian is very touched. In this article, I will look at the major losses in this field in 2016.
On March 2, 2016, the Beijing Municipal Health and Family Planning Commission issued a notice prohibiting doctors from cooperating with commercial companies to register plus. Even some hospitals in Beijing require doctors to uninstall the commercial company's APP. Some doctors have begun to contact some Internet medical companies that provide appointment registration services, and require their related services to go online from relevant APPs. For a time, mobile medical companies with “experts†and “experts†as market entry points and even core businesses are faced with shocks and transformation choices.
Registration is the earliest and most popular service model for mobile medical care. There are few early mobile medical competitors, and the accumulation of resources based on registration-based services is easy to achieve success. However, with the intensification of competitors, the operating models of enterprises are similar. Most enterprises need to solve the problem of profitability in the registered business, so that they can't be turned into “sellers 2.0†in the process of exploring profit. The specific implementation method is to take advantage of the rest of the experts. The time is extended to the clinic, but the doctor is using the hospital's resources in the hospital clinic where he works during his working hours. This method is equivalent to the policy of the edge of the ball, in a gray area, a paper notice by the Beijing Satellite Commission to turn it into illegal trading.
After the announcement of the Health Planning Commission, many large hospitals have also opened their own official WeChat platform to provide patients with appointment registration services. For mobile medical companies, competition has increased, and simple appointment registration has become more and more important. Difficult to retain users, many companies have reduced the weight of registered business and explored more possibilities.
Second, "medicine to force" does not forceIn May 2016, the well-known medical e-commerce company “Pharmaceutical Power†announced that it would stop the one-hour drug delivery business, and soon announced that it would suspend operations. Lian Jiaxing, the founding member of the drug and the marketing director, attributed the frustration to the unsuccessful financing. He said in an article on his personal public platform: "This year we met the capital winter, the LP investors we met, It may be seen from the original 10, and we need to see 100 today. Our BP has adjusted one version and another version, which is actually a no return." However, a stone provoked a thousand waves, and the O2O drug delivery mode itself has caused extensive discussion.
The founder of IDG Capital has commented on the O2O drug delivery model. He believes that the first consideration for O2O companies is whether there is a need for existence, and whether the online efficiency is higher than that of offline pharmacies with higher rental costs. some.
O2O, a medical e-commerce company, specializes in the distribution of drugs in the region in a timely manner. It is connected to an offline single drug store, or self-operated or built a platform. Based on LBS, it can be delivered to the door for one hour. Its advantage lies in the high efficiency based on geographical location. Delivery.
However, there are many unfavorable factors in the industry. Most of the O2O drugs need to be taken online under the single line, and a lot of manpower and material support. According to Lei Feng, the current order of the relevant companies in the industry and the break-even point gap are large. E-commerce companies are trying their best to attract users and cultivate their spending habits.
Do not give force to the drug O2O, which is a problem in itself?
Third, medical beauty and meleeIn this age of beauty, a face with a high face value is too important for modern people, especially women. The era of face value has prospered the medical beauty industry. Especially in the cold winter of the Internet field in the past two years, the medical and beauty O2O industry has been in a hot trend, becoming the object of the capital people's enthusiasm, and also driving a new wave of doctors' entrepreneurship. However, something happened this year, which made practitioners realize that the superficial prosperity is actually surging, and this industry has its pain.
In June 2016, the field of medical beauty O2O caused waves, showing that the more beautiful APP was falsified by data, forced the cooperative hospital to swipe the order; after the competitor's new oxygen was smashed by the financing data, it was caught in the list and was even referred to as its C-round financing. It is "self-taking". The medical and beauty field, which is hailed as the next blue ocean, has been caught in the forefront.
However, it is the truth that women's money is good.
From 2009 to 2015, China's medical beauty maintained a compound annual growth rate of 15%, and more than 24,000 medical and beauty institutions were established. According to industry forecasts, by 2018, the market for medical beauty will exceed 8 billion yuan. Grasping the need, there is a big "money" in the future.
Fourth, medical e-commerce third-party platform bannedAt the end of July 2106, CFDA urgently suspended the online retail trial of Internet third-party platform drugs. Since August 1, third-party platforms such as Tmall Medical Center, No. 1 Store and Bafangfang have stopped online trading of drugs. The B2C self-operated mall with online drug sales qualifications is not affected. In the face of this policy, several families are happy, and in order to avoid policy risks, everyone is exploring new ways.
After the issuance of the lock-up notice, the online drug retail of Tmall Medical Center, No. 1 Store, and Bafangfang has been converted into the O2O model to provide display channels online and to complete the transaction process offline to avoid policy risks.
The online business stopped, the platform began to realize the importance of offline resources. Ali Health acquired Guangzhou Five Thousand-Year Medical Chain Co., Ltd. for 16.8 million yuan, and the self-operated B2C Jingdong Pharmacy of E-Commerce Jingdong has also appeared. Pharmaceutical e-commerce began to explore the closed-loop sales model of retail drugs, which is also the result of the policy.
According to industry insiders, online retail drugs have broken information barriers. For consumers, not only can they buy cheaper drugs through price comparison, but they are also more convenient in purchasing private drugs, shortage drugs and new special drugs. In the future, online O2O will be the standard for offline physical pharmacies. It will interact with offline pharmacies and become an indispensable format for offline pharmacies.
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