Looking back at the development history of medical e-commerce, the national policy level has always been in a tentative attitude. It was not until 2020 that the State Administration of Pharmaceutical Products published the Measures for the Supervision and Administration of Drug Online Sales (Draft for Comment), which clarified the conditions and scope for pharmaceutical e-commerce to sell prescription drugs.
After the favorable policies such as "Internet+medical health" were released one after another, capital began to turn its attention to the field of medical e-commerce. In 2020, Dingdang Kuaiyao received RMB 654.38+0 billion in B+ round financing, RMB 5654.38+0 yuan in Pre-IPO round financing and RMB 500 million in C round financing. It is worth noting that JD Health was listed on the main board of Hong Kong in June 5438+February, 2020, and its market value exceeded HK$ 600 billion by June 5438+February.
Chart1E-commerce Financing in 2020 (Part) 6330 16572360366
Source of data: public information compiled by Zhongkang Industrial Research Center.
At present, medical e-commerce companies that directly deal with users mainly include B2C and O2O. Among them, B2C presents a "2+N" pattern, and the health market share of JD Health and Ali exceeds 70%. Other medical e-commerce companies include Ping An Good Doctor, Shanghai Pharmacy Network and Pinduoduo. According to the data of Zhongkang CHM, in 20021year, the sales scale of the national pharmaceutical e-commerce -B2C market reached125.9 billion yuan, a year-on-year increase of 49%. In the first quarter of 2022, O2O sales reached 2.97 billion yuan, up 69. 1% year-on-year. The following is the prospect of domestic pharmaceutical e-commerce trends.
Trend one
The penetration rate of pharmaceutical e-commerce continues to rise, with great growth potential.
Affected by the epidemic, the proportion of pharmaceutical e-commerce sales in China continued to increase. According to china association of pharmaceutical commerce data, in 2020, the total sales of pharmaceutical e-commerce direct reporting enterprises reached 654.38+0778 billion yuan (including the transaction volume of third-party trading service platforms), accounting for 7.4% of the total size of the national pharmaceutical market in the same period. In 20 15, the proportion of pharmaceutical e-commerce in China was only 2.87%. In addition, compared with the share of American medical e-commerce companies of more than 30%, China still has a lot of room for improvement.
Chart 2 20 15-2020 China pharmaceutical e-commerce penetration rate
Source: Ministry of Commerce, china association of pharmaceutical commerce and Zhongkang Industrial Research Center.
Trend 2
The outflow of prescription drugs, medical e-commerce or income
In recent years, the state has continuously introduced policies to promote zero addition of drugs, dual-channel drugs and chronic long prescriptions. Under the background of the policy of separating medicine from medicine, the outflow of prescription drugs may become a long-term trend. As the undertakers of prescription outflow, offline pharmacies and medical e-commerce companies have gained huge benefits.
In the B2C retail market, the proportion of prescription drugs has increased more obviously. According to CMH data of Zhongkang, the proportion of prescription drug sales in B2C market increased from 14% in 2020 to 22% in 202 1, an increase of 8 percentage points, while the proportion of OTC drugs decreased by 3 percentage points in the same period.
Chart 3 Proportion of prescription drugs in B2C retail market from 2020 to early 2022
Source: Zhongkang CMH and Zhongkang Industrial Research Center.
Trend 3
Internet plus medical insurance is expected to achieve a breakthrough.
At present, a major bottleneck in online sales of prescription drugs lies in medical insurance payment. There is reason to believe that in order to continuously promote the outflow of prescription drugs, medical insurance will become an important starting point in the future. Accessing the online channel of medical insurance payment will bring multiple benefits to patients, hospitals and governments. With the increase of policy support, medical insurance payment access to medical e-commerce will become an inevitable trend.