Online sale of drugs: the dark sneakAlthough the first electricity provider of pharmaceutical history dates back to 2005, but today, seven years later, the medicine electricity supplier is still in a groping stage. Wen / Zhang Jie in e-commerce is still in its infancy when Jewim's 'Beijing Health Dispensary online pharmacies' has already begun online retail. Five years later, a man named 'Happy people online pharmacies' counterparts debut. Although the two have five years before the time difference, but the difference was not too far away, but is happy to become a rising star who lead the way. And many domestic counterparts, medicine electricity are also in the exploratory stage. In this exploration, they have become the industry's first and fastest, has also become a future analysis of the best online retail pharmacy cases. Jing Wei's first attempt at December 29, 2005, Jewim's 'Beijing Health Dispensary online pharmacies' (now renamed 'Pharmacy Network') was formally approved drugs online retail qualifications, becoming the first legal online pharmacy. Yearning for online retail qualifications, study stems from Jewim leadership trip abroad. In Europe, they were surprised to find that sales of pharmaceutical products online, even when the US online pharmacies have accounted for 20% of total pharmaceutical sales, while China is still in the blank period. Admittedly, in 2005 China, e-commerce is still in its infancy. Taobao on the line less than two years, Jingdong Mall is not over the age of great opportunities online retail market gradually taken shape at that time none of consumer online shopping habits not develop, let alone drugs online sales, which makes People feel like an idiot. Whether or not to seize the initiative on the line? This problem plagued Jewim. On the one hand, because the United States and China is completely different system of medicine, there is no comparable precedent in the country and more to follow, how to convince the Drug Administration Department the green light to release medicine online, it is a problem. But on the other hand, if the delay of the line, when the country's acceptance of e-commerce in Europe and America is similar, Jewim expansion will lose the best opportunity, then inevitably it will lead to more problems. Where appropriate, over and over again, Jewim decisions online sale of drugs apply to the State Food and Drug Administration, and according to their Cheap Nike Free Outlet own understanding, the Food and Drug Administration approval to provide the appropriate solution. Subsequently, the State Food and Drug Administration on the proposal of the various research and discussion, the year in September, tentatively introduced the 'Internet and drug transaction services approval Interim Provisions.' Which provides that every online sale of drugs companies are required to have 'Internet and drug transaction services qualification certificate' and 'Internet drug information service credentials.' In fact, the only way that 'two certificates' It is leading to the legalization of drugs online retail is a key line of high threshold where the pharmaceutical industry, and Jewim undoubtedly become the Chinese online drug standard setters . While online retail qualifications Jewim of successes, but it was, in Jewim inside, who do not know how to conduct online business, e-commerce is the understanding of the little-known, but in the exploratory stage, and no large-scale promotion. In early 2007, a newcomer to the Qin Guoliang as Beijing Health Dispensary online pharmacies CEO, the first fire was drastically changed its name after taking office, 'Beijing Health Dispensary online pharmacies' change 'pharmacy network.' 'If you do not renamed, the B2C platform on a bit petty, only Beijing Health Dispensary online platform, but it does not comply and the site location, hoping to achieve nationwide pharmacy network pharmacy to join, the name represents a ideal. 'Today, Qin was renamed to the original intention is still fresh. Perhaps this move did not rename the problem too. But the ensuing two years, Qin Guoliang and pharmacy network has been in the process of trial and error, have begun to realize on-line pharmacy is not easy, requires a combination of traditional offline resources. Whether it is an important foundation for building web platform or brand marketing, and even warehousing and distribution capabilities, the success of all online pharmacy, Nike Lebron 11 Kid also is a common problem facing the industry. It has a lower line pharmacy network channels, starting send hoping entity under the existing line pharmacy for online pharmacies to solve relevant problems. Mouse and brick concept in 2007, soon after renamed Qin Guoliang pharmacy network pharmacy network began to push the platform model, he was allowed to join the national drugstore, in order to solve the difficult problem of distribution. Pharmacy network logic is: if the high warehouse built in Beijing, Hangzhou, so consumers buy drugs needed logistics cost, if you can find a physical store to join in Hangzhou, the local distribution, you can shorten delivery times, lower drug prices. 'Order in the pharmacy network each generation, will be transferred to the nearest physical stores according to the specific location of the order, for distribution by them, not only to open a new business model to the real pharmacy, online pharmacies back opens up a new distribution model . 'Qin Guoliang believes that this is the' concept mouse + bricks and Women Lebron Hyperdunk 2013 mortar 'of the pharmacy network to join the heyday of the country, a total of 93 cities to join the development of the 4299 pharmacies. In the early days, in order to expand sales scale pharmacy network, each franchise's orders are transferred free. Today, the pharmacy network has a certain customer base, so start charging a commission in accordance with the appropriate amount of orders, thus earning proper income. Regardless of the pharmacy network pharmacy or entity to join, this is a mutually beneficial way. Qin Guoliang for 'world network operators' calculations: Gross margin medicine online retail industry is about 15%, which Nike Zoom Hyperflight PRM is actually very difficult to survive, labor costs, logistics costs are basic, core costs, in general, these two cost a total of 16%, the gross margin would have been over, not to mention also needs promotion expenses. He therefore considers it necessary to reduce spending logistics costs, possible profit. Indeed, joining the business model to solve the problems of logistics and distribution network pharmacy, but also facing the franchisee pharmacies difficult regulatory problem and many other services. Assigned by the pharmacy network to franchise the number of orders is not stable enough to arrange delivery of a full-time staff, which makes the orders are often unable to timely delivery, we must give priority to the shop business. 'For order pharmacy network, the entity pharmacy clerk to join the rest of the time is the use of delivery, not counting staff corresponding performance, so employees often unfriendly attitude, the consumer is not satisfied with the service.' A veteran of the pharmaceutical industry who told reporters that the whole story. Therefore, the use of this model to join the stores for distribution may seem simple, but in practice has been difficult. Pharmacy network aware of the importance of service, so it chose to retain only one, second-tier cities to join the pharmacy, will join the number dropped 400 from 4000, and by the customer to the pharmacy regulators, with telephone interviews to understand the end-user experience. In addition, joining physical stores, there are still Reebok CL Chi Kaze another problem: how these different areas, different sizes of goods store merchandise and pharmacy network platform relative access it? No system software for docking, pharmacy network will not be inventory management. Consumers an order, to take the principle of proximity pharmacy network, but does not determine whether the stores have the necessary goods, but also on the telephone and communication sub-franchisees single, Nike Air Jordan 11 Women resulting in high communication costs, the reaction is slow. 'We have taken into account the need for docking system can automatically determine the order to delivery, but the large chain pharmacies entity and unwilling to docking system, because it is bound to send their merchandise and inventory are open to the public, therefore, our franchisees only choice for small or single pharmacy-based. 'In this regard, Qin Guoliang also quite helpless, while lowering the cost of a single Air Jordan Outlet sub-region, but it can not be well aware of all aspects. From the current drugs online retail industry, the pharmacy network is taking a 'non-mainstream' of the road, the pharmacy network is positioned as the marketing platform to joining physical stores as the main means, to a certain extent, to quickly build their own brands. 'Similar Lynx (formerly Taobao Mall) model.' In the Qin Guoliang view, this is the model most direct description of the image. Happy people network independence by 'two certificates' of the constraints in the pharmaceutical retail industry, all online pharmacies offline mature chain system, so they are testing the waters by the traditional retail business lines. The way to test the water can be divided into two types, one is the pharmacy network is affiliated with the Corporation Division representative, and another person is happy to online pharmacies as a representative of an independent e-commerce company. Jinsong Bridge, Huateng North lining building - this is fun person to work online pharmacies. Group pharmacy network and style of the building is different, just a little one happy person. In the skyscrapers of Beijing, can be 'modest' to Nike Air Max describe, it is typical of their homes, 'the North drift,' a family. In fact, happy NPC pharmacies based in Nanchang, Jiangxi Province. When happy people on-line store under development bottlenecks, chairman Liang Yongqiang realized that e-commerce can span geographical boundaries, expansion of scale, so he decided on a happy people on-line, but he did not thought of the Lord will e-commerce Battlefield moved to Beijing. And the first to test the water network in different online pharmacies, online pharmacies fortune happy people in 2010. The time difference is five years, but due to limited industry attributes, 5-year span is not enough to make people happy to leave the starting line-coming too far. In 2010, Liang Yongqiang online pharmacies will be happy people power to Shiwen Lu. Shiwen Lu upholding the separation line to line, and choose Beijing as the second business base. Then, in the happy-member board, whether the north carried out a fierce debate. Shiwen Lu's attitude is very firm, even outraged, that the establishment of Nanchang B2C platform does not have the atmosphere, but can not find professional personnel, must go to the fertile soil of Beijing e-commerce and distance and headquarters, and will not produce a conflict of mutual restraint . It is because of the insistence of and reasons 史文禄 irrefutable, happy people came to Beijing to start a new round of business. Beijing cold weather in February, 史文禄 in unfamiliar Nike Air Max 2011 Beijing, registered companies running around, compare to rent office space around; he gave technical staff under the fixed target, required to complete all the development within two months, as soon as possible on the line; he and we will work until midnight, braving the snow goose feather go out drinking, look to the Jordan CP3 VI future to discuss things as hard ...... and all entrepreneurs, did not see the traditional enterprise very calm and relaxed figure. April 2010, happy people online pharmacies comprehensive on-line operations. Fifty-six employees in Zhongguancun, less than 60 square apartment in the office, they can still remember the first day auction two single, 67 yuan excitement. Soon, 史文禄 with facts to prove their selection, development speed is amazing happy person, is staggering. February 2012, happy people online pharmacies monthly sales exceed 800 million yuan, it is expected to become the first company with annual sales of billions of dollars of online pharmacies. In just two years, the team increased to more than 130 people, moved to 500 square meters of office space, electricity supplier Nike Kobe 9 EM in medicine to become a leader. However, the happy people Shiwen Lu attributed the success of luck and courage. Shiwen Lu explained that in 2010 started his electrical business happy man, happened to step on the rising slope of the second wave of e-commerce development in China, have a chance of development. The so-called courage, that is spotted fatal point on the line of traditional enterprises may encounter, first removed. 'I only did three things, but enough at the right time, so that the rapid development of happy people.' Shiwen Lu said the first is to ensure that online pharmacies with respect to traditional enterprises have independent autonomy, so as to change in e-commerce has a large market development under its own rapid reaction capability; Nike KD VI Elite second, in the beginning of the development of enterprises will have a very clear framework that can efficiently make decisions on personnel; and third, to ensure that after the first two, so that people in happy people with good growth and in return get a space. Simple analysis shows, the first is the company's organizational structure, and the second is the process mechanism, and the third is the incentives. Summed up in the end, it is to ensure that personnel in place, this laugh Shiwen Lu called 'Zhuchaoyinfeng' 'With the right talents, the company would like jogging is impossible.' Not the same happy people drainage tricks online pharmacies from birth, it has a strong Internet genes. The difference is that with the happy people, many traditional pharmaceutical retail business e-commerce still can not escape the old mode of thinking, can not really understand the online pharmacies target population. In the pharmaceutical retail industry, the spread of such cases: Some medicine online platform for website promotion, handing out leaflets on the street, and access to information are the elderly. Obviously, this is a way to promote the line pharmacy, and the target population is not consistent, it can not drain. 'Our customers are Internet users, as the way to select the Internet promotion, promotion online platform must be direct, not beat around the bush, turning once would lose a number of target customers.' 史文禄 will focus on stage to promote drainage on the way to use the Internet affect consumers, in cooperation with the portal advertising, in cooperation with the large platform operators. Happy people currently online pharmacies ROI ratio is 1: 6, the proportion Shiwen Lu considered within the normal range. To promote the platform as much as possible, whether happy people are online pharmacies or pharmacy network Lynx, Dangdang CAPE flagship store, the mall and the establishment of cooperation with banks and so on. In fact, in order to be able to flow introduced platform, the major online pharmacies have resorted to every means to try. 'You know pharmacy network sold apples?' Qin Guoliang asked reporters, 'I sold, and sold more than one million a month.' By 2010, Qin Guoliang in the supermarket wandering accidentally saw Aksu Apple 10.8 yuan per catty , which makes a lot of young white-collar workers prohibitive, or buy only one or two taste fresh. Qin Guoliang happen to Apple sources, then planning to launch 'Silent Night send peace' for your gift-giving activity. He low price of 5.8 yuan per kilogram in pharmacies online sales, in order to attract traffic, the development of tens of thousands of new members. New customers generated by the purchase special merchandise, pharmacy network will be devoted to the defense, to observe the secondary back to buy the product, through the purchase of a second analysis, the classification of the members to choose the right products to make recommendations, through continuous promotions making it a loyal member of the pharmacy network. E-commerce is the core Jordan CP3 VI issue of how to get new members. The high cost of advertising in general, does not guarantee traffic conversion rate, Qin Guoliang hope through change in sales to develop new members. Online pharmacies selling apples on the drainage case, the industry divided. Many people believe that selling apples and will not bring real value to members, and more one-shot deal, and will be the platform positioning fuzzy, is not conducive to long-term development platform brand. There are many peer believes that at this stage, online consumers in the atmosphere is not thick, but very high advertising and marketing costs, product support Web site operators rely on other something that is not a wise move. In fact, the activity itself is not wrong, as right and wrong, it can only eyes of the beholder wise see wisdom. Gate security is the biggest pharmaceutical industry is unique, directly related to health, consumers are more concerned about safety. Pharmacy network to take a combination of online and offline, to obtain the trust of consumers in terms of natural advantages. Qin Guoliang said that in the early promotion of pharmacy network, there will be consumers frequently ask to see the store. 'On a lot of online transactions consumers will ask you where to shop, and then pick them up after seeing the store relieved, after all choose to purchase pharmacy network delivery.' For each franchisee store, pharmacy network will be investigated, audited by then through rebranding, hang brand pharmacy network physical stores, to enhance users' confidence. Admittedly, the traditional offline to online pharmacies pharmacy chain has accumulated intangible assets. 'Offline pharmacies only accumulated a good reputation, but also in the entire supply chain system, for process and quality management precipitated genes and experiences, passed on to the online pharmacies, as intangible assets.' Shiwen Lu said the online and offline interactive development, but can enhance the trust of consumers. In the beginning of creation, health care is the main tool for happy people, it has 2000 a variety of high-margin health products, accounting for 90% SKU total. With the development of online pharmacies, businesses brand awareness gradually strengthened. 'Happy people develop to a certain stage, you need to establish a brand image, if we can not judge the merits of the products sold to consumers directly affect people's brand will be happy.' It is, therefore, Shiwen Lu experienced 'reluctantly must sell 'stage. Shiwen Lu After weighing the decision at some fixed target, cut off two-thirds of health care products. 'There will be no 'blue hat' all cut health care products, whether it's how much profit contribution.' When happy people accumulate a certain user, Shiwen Lu began to sum up the psychological demands of consumers. 'They are nothing more than concerned about the price, safety, packaging, delivery speed, privacy, professional advice, as long as these are straightened out, the implementation in place, the user naturally could not walk.' Shiwen Lu said that the psychological demands of both simple and difficult. For good communication and membership, happy holidays, people will send promotional information to members, but because of the special medicines, in order to prevent consumers receive text messages have concerns, it can be described as deliberate. Every Chinese Lunar New Year, in order to prevent members think Promotions drug information unlucky, happy people choosing health text message, to remind their members of the body, and constantly deepen the impression in the consumer mind, enhance consumer trust. In addition, in order to allow consumers to buy, happy people online pharmacies also set up a call center, a total of more than 40 people, carried out in two shifts a day. Call center is not happy al. Patent, pharmacy network also set up a call center, consumers can be 24 hours online free consultation, many of whom have SFDA certified pharmacists qualified customer service. It is understood that pharmacy network investment each seat between 10000-15000, handle thousands of calls per day consultation. In Qin Guoliang view, call centers should become standard medicine electricity supplier, it is to allow consumers to feel at ease. Room size choice Currently, the line drugstore chain were not significant, basic medicines become more similar, and has suffered a bottleneck. Entity subject to geographical constraints drugstore, pharmacy services surrounding residents only crowd in great demand by the people affected, if the product so deep, the service radius of reach, prone to sluggish sales. But when the pharmaceutical retail on-line, will be able to do so through deep a category, you can expand the scope of services throughout the country. If the Nike Air Max 2014 1234 product category platform large and then one after a product is hot, naturally there will be a variety of competitors from entering, the price advantage will tend to zero, it is necessary to carry out different operations. 'Initially, pharmacy network is the way to do online pharmacy stores, goods are large and comprehensive, but it is more suitable for regional stores.' Qin Guoliang not shy away pharmacy network detours, online sales channels are not more products Nike Lebron 11 Kid have competitive, depending on the depth of your services, do so thoroughly designed. In 2011, as more and more traditional medicine business lines, the competitive pressure surge, many online pharmacies have begun to consciously shift gradually into the market segments. For example, one hundred foreign to maternal and child health network based medicines, health-off network to gender-based products, medicine is still the drug network were concerned about fashion and beauty ...... 'China is too big, as long as a niche market so thoroughly, so that the country First, it is entirely adequate. The more transparent service, the higher the income. 'Qin Guoliang said, the current pharmacy network segments to target young people, to promote sales for the common problem skin, sub-health groups, from large The whole toward specific. Currently, the pharmacy network OTC drugs accounted for more than 60% of the entire site products, customer price at 250 yuan, on sales of about 4 million, and the adjustment will be slowing down, the first people focus. The so-called focus groups, is to distinguish between the store and the store's core product, the store must 'rule' is, but you should shop with 'defense' as the most important, and rely on volume to profit. Drugs Online retail is consumers continue to seek repeat purchase, there should be major chronic services, sub-health, people need long-term use of the drug. For online pharmacies to give up large and product positioning, Shiwen Lu did not agree, he believes the pharmaceutical industry is already the segments B2C e-commerce platform. 'As long as the Internet users in line with characteristics of the category can try, happy people do not simply focus on a particular category, and give other potential category.' Drug sales has obvious regional characteristics, this and drug habits and cultural relics related to different regions . For example, consumers look for Hangzhou Hu Qing Yu Tang, and Beijing Tongrentang of consumers look for; consumers accustomed to the south granules, tablets, and northern consumers accustomed to using pills. Therefore, there must be a sufficient number of products, allowing consumers full choice. Happy people online pharmacies do not only supplement the lateral category, but also extends longitudinally. 'No exaggeration to say that Tongrentang's merchandise we sell is the most complete one online.' At present, happy people online pharmacies SKU reached more than 8,000, the number at about 800,000 members, and at a rate of 30% to 50% per month growth, the average daily volume of orders in 1200 alone. Future prospects for online pharmacies, Shiwen Lu full of confidence: Happy people currently online pharmacies customer price at 260 yuan, assuming that each member's annual consumption twice, then more than 500 yuan. In China, online shoppers have more than 200 million, and 58 million Internet users is still an annual growth rate of online shopping penetration rate is also increasing. If in the future more than 400 million online shoppers, only users of which 10 million people become happy users, so sales people happy online pharmacies will be over 50 million. In view of this, the second venture of the pharmaceutical industry is the time.