Medical network on March 7th - along with the rising living standards, to enhance self health care consciousness, consumers begin to pay attention to the health of body and performance on the action, believe that more and more pharmacies are also feeling the trend. The clerk will find consumers buy enthusiasm in pharmacy from the original drug to the health care keeping in good health of Chinese medicine yinpian or goods such as health food.
The change of the consumption structure, making more and more pharmacies ignored before starting to regain the Chinese medicine yinpian, medicinal herbs, such as category, and based on it are Chinese pavilion, is expected to cater to the shift of consumers at the same time, through the name old doctor of traditional Chinese medicine's visit to get a good word-of-mouth effect and high profits.
Chinese medicine yinpian, traditional Chinese medicine category is good, however, and countries also eased the pharmacy of traditional Chinese medicine's seat access conditions, but the reality of traditional Chinese medicine resources, especially of the old doctor of traditional Chinese medicine is very scarce, lead to look very beautiful profitable projects will not solve the current pharmacy yet on the urgency of the pursuit of profit, so hot spots where to cut into the pharmacy category?
Identify new category YiXie potential
With this problem, the author analyzes the drugstore in again the traffic data and online pharmacies, middle-aged and old consumers noticed is the dominant, but the proportion of young and middle-aged consumers is on the rise, at the same time, the proportion of drugs in young and middle-aged consumer goods is big, but in the refined Chinese medicine yinpian and consumption increasing trend of medical equipment products, the children of judah to the medical apparatus and instruments.
Medical apparatus and instruments of consumer analysis:
The crowd
Middle-aged and old consumers: to hospital group of patients with poor self-care ability and life as the leading factor
Young and middle-aged consumers: the life pressure big, already "rich" as a group
Tendency to
The preferred conditions: functional and auxiliary therapeutic effect
Minor conditions: warranty and service integrity
channel
Channel: electricity, hospital pharmacy nearby
Buying experience: satisfaction are lower, investigate its main reasons, one is electric business channels can meet consumer experience and credibility is low, the second is courtyard next to the drugstore to select fewer products, lack of diversity YiXie breeds, such as wheelchair, there is only one most pharmacies.
YiXie category current situation is grim
Sales is low, less training:
Most pharmacies medical equipment category sales accounted for than is generally low, most between 5% ~ 5%, the good is only 8% ~ 10%. The cause of sales ratio is not high, on the one hand, is due to this category item gross margin is not high, its attention degree is not enough, the clerk recommended practices has yet to develop; This category suppliers to staff training, on the other hand, is less, the education degree is not enough for consumers at the same time.
Small category segment degree:
On the category layout, medium-sized and small chain pharmacies and a strong chain pharmacies in the category of more than 80% of the area level layout that big category in about five, monomer pharmacies is 1 ~ 2. For the category, the medical equipment chain pharmacies involving 15 ~ 20 more, monomer drugstores on 11 ~ 15, but more than 21 Chinese category of pharmacy in the ratio of the author research rarely. Thus it can be seen that the category of segmentation for pharmacy terminal of attention and attention degree, category, the greater the segmentation of mining products sales opportunities is more, the more can reflect terminal business features in detail.
Insufficient attention to:
From the category sales gross profit margin, the majority of sales of chain pharmacies average profit margins under 25%, top chain is between 25% ~ 30%, but from the perspective of the Maori contribution of medical equipment products of traffic and the ratio of gross margin amount is far greater than the ratio of drug, it shows that pharmacy category of medical devices attention degree is not enough, pharmacy management personnel neglected the medical apparatus and instruments product's contribution to the pharmacy profits.
To change the status quo construction category five on foot
High degree of marketization of pharmacy retail market, between the drugstore compete more focus on drugs, health products and Chinese medicines sliced and prepared for decoction, the attitude of medical apparatus and instruments in this category are more "tasteless, eaten but a pity". Investigate its reason is: the more the quantity is not easy and make more money, medical equipment after-sales insecurity, store more complaints, low consumer repeat purchase rate. These factors behind the weak reflect the purchasing and supplier resources don't match.
But correspond to these reasons are: pharmacy operators of almost all know, medical apparatus and instruments once sold after profits is opposite bigger, and easy to make their own management characteristic, pharmacy operators is not unwilling to manage this category, but with no YiXie supplier, and get the necessary support.
As a result, the author speculates that medical device will be a drugstore next category.
Pharmacy to do is to pay attention to medical apparatus and instruments, especially household medical equipment in this category, it with the development of new medical reform advocated by the direction of "prevention first" is the same view. To seize the opportunity, the author suggested a pharmacy, to strengthen the construction of the category and from the following several aspects:
1, to medical equipment category Settings, good planning work category segment
Medical equipment category of big category segment should amounted to more than 10, the category segment at least 60 or more. Home medical equipment, for example, can be divided into household therapeutic apparatus, household detector, home health care equipment and household care rehabilitation appliances four categories. Cordless therapeutic apparatus including ultrasonic therapeutic apparatus, household cervical lumbar tractor traction chairs, hearing AIDS, etc; Home nursing rehabilitation appliances including function bed, sleep, oxygen generator, etc.; Home health care equipment including portable therapeutic apparatus, electric massage products series, air purifier, humidifier, etc. Household detector including clinical thermometer, blood pressure, blood glucose meter, etc.
2, pay attention to the function of the medical equipment segment
For consumers, the curative effect is most consumers concern, therapeutic massage, the health care of home medical equipment and instruments, most has the effect of promoting blood circulation, can quickly relieve symptoms, welcome by consumer, if the price is moderate, aimed at the general public, market capacity will increase significantly.
3, pay attention to the selection of suppliers
Category of medical equipment supplier selection should focus on the following three aspects: the first watch suppliers, suppliers must annual sales of 50 million yuan of above, and there are successful on the market can be for reference; A second look at the product brand, seeking and his product planning corresponds to the company; The third watch personnel structure, selection of terminal service team a strong company cooperation, the ground of the suppliers not only can promote team for pharmacy service, provide regular product training, some resident, will provide sales support and maintenance training.
4, pay attention to the timely after-sales support services
Compared with drugs, consumers pay more attention to after-sales service and timely response rate of medical equipment. Although the national all kinds of medical equipment enterprise has about 1.2, but which specializing in household medical equipment is about more than 2000 enterprises, there are a lot of medical apparatus and instruments sales enterprises commissioned OEM. Service guarantee system of quality is uneven, of those suppliers selection therefore pharmacy enterprise (or supply institutions) must be examined, because good after-sales service is the guarantee of ascension traffic, is also the foundation of consolidating brand.
5, preemption area category marketing commanding heights
In home medical equipment terminal sales links, such as drug stores, supermarkets, department stores, etc., is currently the domestic medical equipment of the main sales channels, really big household medical chain stores is not much, size is not big. At present the country's largest home medical equipment chain recovers at home, for example, the current total stores only more than 30, mainly in Beijing, an annual turnover of less than 50 million yuan, pattern of monopoly in the short term is difficult to form. Pharmacy chains such as can in this fast, you can quickly gather upstream industrial resources, thus forming their category characteristics.
Overall, the category of medical equipment market is certainly a potential hot spot in the pharmacy category, pharmacy, such as to seize the opportunity, now in the near future, not only can gain profit, its marginal benefit is inestimable. |
