With the rise of the mobile Internet, BAT seems to see the opportunity to cut into the medical market. Since last year, Ali and Tencent have stepped up their efforts in the field of medical and health care. However, compared with many other industries, the “walls†in the traditional hospital medical field are more solid. Who can lead the real gap in the two leading units of Ali and Tencent?
Alibaba Health, a health-listed platform for Alibaba, recently released its performance forecast for major losses for the year ended March 31, 2015. Whether the "Drip-Drip" model can be replicated in the medical and health field has aroused widespread concern in the market.
According to Ali Health, the main reason for the company's loss was the long-term business investment. The outside world has also focused on the large-scale medical e-commerce plan launched by Ali Health in 2014. It is worth noting that Ali Health has stopped subsidies in the pilot project in Shijiazhuang, resulting in a sharp decline in the number of users using the Ali Health APP platform. This has also caused the outside world to report that Ali Health’s medical e-commerce plan has been “shelvedâ€.
Regarding this matter, Ali Health related person told reporters that the company has announced that it will inject the Tmall Medical Museum into Ali Health, and the equity delivery will be completed in September this year. The company's pharmaceutical e-commerce business has not stopped. The subsidy for purchasing medicine is only a means for the company to promote marketing. In the future, the company will adopt more diversified marketing methods, hoping that the outside world should not have too much speculation.
"Ali Health's original intention to enter the medical e-commerce is very good, but it also faces many challenges." A pharmaceutical industry analyst told reporters that Ali Health is also seeking a comprehensive layout, from medicine to hospital and doctor cooperation.
Regarding the future planning of Ali Health, Ali Health related person told reporters that the company has not released the latest progress.
Ali health pre-loss
According to publicly disclosed information, Ali's predecessor was CITIC's 21st century. The company's two main businesses are Ali Health APP; Among them, the initial goal of Ali Health APP is to combine the drug and APP, the flow of electronic prescription, the offline pharmacy bidding, and the patient to determine the singular and distribute.
Ali Health issued the "Profit Warning" at the end of May this year. It is expected that the Group's annual revenue will have a significant loss as of March 31, 2015. As for the main reason for the loss, Ali Health explained that the staff costs, sales and marketing expenses increased significantly in the fourth quarter of the financial year.
Ali Health said that as of March 31, 2015, the company launched a number of projects and expanded new business areas, such as building a hospital platform, promoting the social circulation of medical prescriptions, and signing strategic cooperation agreements with a number of healthcare market participants. . The loss caused by the write-off of intangible assets and the provision for bad debts are also the reasons for significant losses. The company expects that the major loss amount will be HK$34.6 million as of March 31, 2014, and the loss on March 31, 2015 will increase by approximately 200%.
For Ali Health’s “increase in staff costs, sales, and marketing expenses in the fourth quarter of the fiscal yearâ€, the outside world once again focused on the Ali Health APP, which was tested in Shijiazhuang in November 2014.
"The impact was great at the time, and huge subsidies attracted the attention of the whole country." A person familiar with the matter told reporters. It is understood that Ali Health in Shijiazhuang launched a subsidy policy of 30 yuan to 10 yuan / 10 yuan / 5 yuan.
However, when reporters visited Shijiazhuang on the spot recently, they found another scene. It is understood that the Chinese medicine Le Rentang, Shenwei Pharmacy, emerging pharmacy Shijiazhuang ranked top chain pharmacies, is also the first partners of Ali Health. When the reporter asked a number of pharmacies, the staff told reporters that at the time of the launch of the Ali Health App, many people participated because of subsidies. However, in April of this year, Ali Health stopped subsidizing the purchase of medicines, and now there are fewer and fewer people using this product to buy medicines, "nearly no one has used it again."
Regarding this matter, the outside world believes that Ali's healthy medical e-commerce business is in danger of suspension. For this matter, Ali Health said that the company did not stop the medical e-commerce business. The Tmall Medical Museum will be injected into Ali Health in September this year, and it is still in the equity delivery stage. In the future, the company will integrate the Tmall Medical Museum and the existing APP platform resources, but it is not convenient to disclose relevant information.
In addition, it also told reporters that subsidies are the means by which the company opens the market. From the current situation, it has indeed played such an effect. However, the company cannot always use subsidies in this way. In the future, the company will choose a diversified approach to marketing.
Prescription war
"Separation of medicine" has always been an important topic in medical reform. In the "Guide to the Guiding Opinions on the Comprehensive Reform of Urban Public Hospitals" issued by the General Office of the State Council in May this year, it is pointed out that all public hospitals in the city promote the separation of medicines, actively explore various effective ways to reform the mechanism of medicine supplementation, and cancel the medicine plus Cheng (except for Chinese Herbal Pieces). "The sale of medicine is the main source of hospital income. Before the country has completely changed the mode of medicine maintenance, enterprises want to promote medicine separation by their own strength. People in the above-mentioned industries in the pharmaceutical industry told reporters that many hospitals are currently taking measures to prevent prescription outflows.
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