Shao Qing: Persistence in the dream of pharmaceutical e-commerce

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Shao Qing, an eight-year medical electrician businessman, has professional experience including medical e-commerce B2B, self-built official website, and third-party medical platform. He once served as pharmacy network marketing manager, Jingdong good pharmacist marketing director, and Jingdong Medicine City executive director, which promoted cooperation between Jingdong and good pharmacists and Jingdong Medical City preparation and on-line work. In December 2013, he served as the director of the e-commerce company.

Salary is not the preferred condition for choosing a job 3 years ago, the pharmaceutical e-commerce industry can be said to be an out-of-the-box “silk silk” industry, not to mention the just-initiated 2005. However, Shao Qing, a civil engineering major, gave up his job in a state-owned construction company in 2004 and joined the blue-sky electricity supplier. Shao Qing said that because of his personality, he is more willing to contact with new things, so he began to transition to the IT industry and joined the website of Jianlong.com, a combination of architecture and IT.

The SARS outbreak in 2003 made Shao Qing in Beijing see the great potential of the pharmaceutical industry. In 2005, by chance, he became acquainted with the leadership of Kyushu Link, so he decided to leave the construction industry, switch to the pharmaceutical industry, and began to try medicine B2B.

"I chose to work. I never used compensation as the primary condition." Shao Qing replied with a smile: In the first few years of his career in pharmaceutical e-commerce, his salary was "very meager": "In the six months of the work of state-owned construction companies, I saved 5,000 yuan. At the time, house prices in the non-central district of Beijing were only 2,000 yuan per square meter. This kind of remuneration package should be quite good for me at that time, so when I decided to leave the construction industry, I was opposed by my family. In the following years, no money was saved," Shao Qing told reporters.

However, he believes that one's job choice should be combined with personal interests, and job treatment should not be a gradual step-by-step increase, but an explosive increase in the ability of individuals to accumulate to a certain extent. Although the industry span is relatively large, the nature of the business is the same. As long as it is interested in it and willing to study, transformation is not a problem.

Jingdong Medical City model is optimistic. In 2009, Shao Qing returned to Kyushu Pass from pharmacy network, entered its good pharmacist online pharmacy work, and contributed to the cooperation between Jingdong and a good pharmacist. After Jingdong broke up with a good pharmacist, Shao Qing chose to stay in Jingdong as an executive director, responsible for the preparation of Jingdong Medicine City. In his opinion, a good pharmacist has good e-commerce genes and a strong Kyushu pass as backing, and is fully capable of becoming a party prince, but he also hopes to help JD.com build a strong e-commerce platform and promote e-commerce providers. The cause of further development.

Shao Qing told reporters: “JD East Medicine City's model is to achieve the O2O store distribution with the offline pharmacy, which is in line with the interests of manufacturers and pharmacies, but also meet the requirements of national policies, through the combination of online and offline, can promote the traditional pharmacy brand With the promotion of services, this is a brand new model that is different from the Tmall Medicine Pavilion. Once approved, I believe that the Jingdong model will rise rapidly."

At the end of 2013, Shao Qing was invited to serve as the head of YiLing Pharmaceutical e-commerce. Compared to the pioneering work of JD.com, the current work is much more difficult. He said: “I just need to think about how to do a good job and sell products. Before on a third-party platform, I’m not only going to the pharmacies. To disseminate our ideas, we must also consider the impact of policies and give consideration to fairness, etc. I chose to join Yiling and explore the e-commerce development model of industrial enterprises, and I also hope that I can find a pharmaceutical industry to participate in e-commerce for the industry. Feasible way.

◆ Face-to-face medical e-commerce companies have to go their own way, “21st Century Pharmacy”: In the past, pharmacy people met to discuss diversification, and now everyone is focusing on e-commerce. However, many people believe that the general environment of medical e-commerce is not yet mature. What do you think of this?

Shao Qing: The diversification of domestic pharmacies has more or less imitated the model of the developed countries such as the United States and Japan. Therefore, when it comes to implementation, there are many unsatisfied phenomena. However, the road to pharmaceutical e-commerce in China is almost entirely dependent on the industry itself, so the development process is relatively smooth. In fact, due to differences in national conditions and policies, there is no reference to foreign experience, and our country's pharmaceutical e-commerce must go its own way.

I believe that current pharmaceutical e-commerce is gradually entering a mature period. This is reflected in three aspects: First, the main body of business has gradually matured. Both chain pharmacies and industrial enterprises gradually learn to embrace e-commerce; second, policy and market environment With maturity, this has made many market behaviors feasible. Third, the quality of employees has also been greatly improved, and the prospects have gradually become more optimistic. As a result, the industry’s attractiveness to talent has been continuously enhanced.

"21st Century Pharmacy": You just mentioned practitioners. It has been observed that the current flow of talents in medical e-commerce is more frequent. In the past year or so, many electric traders have left the industry. What do you think is the core reason?

Shao Qing: The pharmaceutical e-commerce business is currently in a period of rapid development. One of the characteristics of the rapid development period is rapid change. In the rapidly changing environment of the market, whether the boss or the professional manager's thinking must be quickly followed up, naturally there will be some impetuous or quick success. Many employers hope that the input will be immediately rewarded, and the flow of people will occur when reality cannot be achieved. Therefore, to do medical e-commerce requires both the boss and the professional manager to have the learning ability and open mind.

As the industry continues to grow, the industry’s attractiveness to talent is gradually increasing, and the loss of talent in the future will slowly decrease. Those who enter the pharmaceutical e-commerce business should clearly understand that pharmaceutical e-commerce is just a business model of the pharmaceutical industry. It is impossible for professional managers to be a blockbuster and it is impossible for the boss to become rich overnight.

Not all industries are suitable for online shop "21st century pharmacies": You are currently engaged in the e-commerce of industrial enterprises, do you think what industrial companies mean to enter the field of pharmaceutical e-commerce? Will there be a large number of industrial companies entering pharmaceutical e-commerce?

Shao Qing: For pharmaceutical e-commerce, the entry of upstream industries will undoubtedly greatly promote the development of the industry. Not only can they increase their understanding of online channels, but also help online pharmacies to obtain more product information, while also being able to better Maintain the online price system.

However, distribution channels have always been the main mode of operation of industrial enterprises. Opening flagship stores is not suitable for all industrial enterprises, and it is difficult to start. Therefore, I do not think that in the future there will be a large number of industrial enterprises that launch their own online flagship stores. Most companies will still rely mainly on distribution. However, if the conditions are right for the industry to enter the e-commerce field, it may have complementary effects with its offline system, and it will explode enormous energy and generate new pharmaceutical giants.

In fact, the establishment of an online shop in an industrial enterprise has its unique advantages: the capital chain is stronger, the expertise of the staff, and the understanding of the product are stronger, but the lack of a retail gene makes it necessary to introduce talent. So far, the industry has not yet established a very mature online shop. Many industrial companies including Ling have been exploring. The current purpose is to focus on brand promotion and market maintenance.

"21st Century Pharmacy": So, what kind of industry is suitable for setting up an online pharmacy?

Shao Qing: I think there are at least the following four criteria. First, the company’s product audience must be broad; Second, must be a big brand, the company's brand or product brand has been known to consumers; Third, the company management must have enough determination to embrace the electricity supplier, and can properly view the electricity Businesses in this format; Fourth, the company's strategic level has to go "big health" plan, the product line can not have only drugs.

If the company does not currently have non-pharmaceutical products, it can be extended through existing well-known products to achieve OTC prescription drugs, OTC health food, daily food of health foods, such as Dong E Ejiao's extension of East Ejiao cake, Yunnan Baiyao launched Yunnan Baiyao toothpaste is a typical case.

"21st Century Pharmacy": What are the plans of Ling Medicine for e-commerce?

Shao Qing: Yi Ling Pharmaceutical has a very ambitious plan that is to build the concept of Ling Cheng Health Mall online and offline, including medical, medicine, health, and raising four sections. At present, the physical pharmacy of Ling Medicine is being set up. In the future, it will apply for chain qualifications and then apply for online pharmacy qualifications. This requires a long process.

At present, my main job is to do a good job in the distribution of Ling Medicine's product line, and lay a good foundation for the potential introduction of health products, Chinese Herbal Medicines, and other health products into the e-commerce market.

From the construction industry practitioners to the dedicated medical and electrical traders, Shao Qing said: A person's work choice should be combined with personal interests, and the treatment should be an explosive increase in personal ability to a certain extent. Although the industry span is relatively large, the nature of the business is interlinked, and as long as there is interest and willingness to study, the transition is not a problem. ”