With the development of e-commerce, the traditional store sales model of medical devices is encountering difficulties. The author understands that the traditional retail market for domestic home medical devices in 2014 was almost zero. In order to cope with the hot trend of e-commerce and the coldness of physical stores, Yiwu International Medical Device City, which was opened in Yiwu City, Zhejiang Province, recently tried to establish a medical device direct sales platform and service center through the operation of offline and online integration. Offline supermarket mode.
Chen Hongyan, secretary general of the Medical Devices Branch of China Medical Materials Association, previously revealed that the State Food and Drug Administration will allow medical device companies to open professional stores online this year. Medical device companies can apply online after they apply for Internet medical device licenses. It is foreseeable that 2015 will become a fast year for the development of medical device e-commerce with the liberalization of online sales qualifications in the future. Statistics show that in 2014, China's e-commerce channel sales were about 15.8 billion yuan, accounting for 25.82% of the total. However, the sales of traditional retail stores have barely increased in 2014, and the increase in the entire home medical device retail market is almost entirely occupied by e-commerce.
The person in charge of a medical device management company said that due to the development of e-commerce, the price of medical devices can not rise at the same time as the quality of the products, and the pressure on the stores is very high.
In order to resolve such problems, the industry has been innovating business models. The reporter learned that Yiwu International Medical Device City, which was opened in Yiwu City, Zhejiang Province, recently tried to establish a medical device direct sales platform and service center through the operation of offline and online integration.
"The e-commerce channel is hot, and many people are exclaiming 'wolf is coming.' I am not afraid of wolves, and I want to study wolves." Xue Zhu, head of Medical Devices City and general manager of Zhejiang Meisen Medical Co., Ltd. said: "There is no power to stop." Network, but there is no form that can completely replace Yiwu's storefront. If you combine the two, a new model will be born."
In fact, in the field of medical device e-commerce, there are many insurmountable shortcomings in online sales. For example, sellers have both manufacturers and merchants, and it is difficult to guarantee first-hand sources. Online store operators are mixed, quality and service problems are more frequent. The phenomenon of refilling and even defrauding; it is difficult for buyers and sellers to communicate in depth, and the user experience is insufficient; the problem of integrity is outstanding, and the confidence of large-scale purchasers is not enough.
As far as sales are concerned, there is currently no complete medical equipment wholesale market in China. The main domestic medical device market is still in the state of scattered sand based on manufacturers. Even some small medical device markets are characterized by “multiple, small, high and weakâ€.
Xue Zhu said that Yiwu International Medical Device City borrowed from the online store model and “free rentâ€, “no commission†and “no difference†for the settled enterprises. The Medical Device City will establish a direct sales center. The direct sales center will draw on the supermarket model and adopt the O2O transaction form. The operating unit will unify the settlement, after-sales, foreign trade import and export tax rebates, and medical device project bidding. At the same time, Meisen also set up a threshold system for the entering manufacturers, strictly limiting the number of manufacturers in each product category, and implementing the last elimination, eliminating low-level price wars and ensuring optimal products. “The mall will reduce the intermediate links and let the supply and demand parties meet directly. Reduce the cost of sales, and provide the most professional services, improve the basic facilities, provide credit guarantees for both parties, but do not charge any fees and commissions, comprehensively circumvent the shortcomings of the network and the drawbacks of physical stores, and enlarge the advantages of both. â€
A person from the Meisen Medical Devices City said that it is expected to build more than 2,000 medical device booths and establish a corresponding e-commerce platform, combining online and offline transactions, and finally achieve an annual turnover of more than 10 billion yuan.
For the medical device city itself, the above-mentioned person in charge said that based on the manufacturer resources and customer resources owned by the platform, the huge database formed by the transaction process on the platform, and the huge capital flow flowing through the platform, the platform can generate profit points. “Integrated procurement solutions such as comprehensive buyers are one of the important profit sources of the platform. In addition, collective bidding, service fees, spot wholesale and long-term precipitation of large amounts of funds bring opportunities for profit margins and capital operations for the platform.â€
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