The O2O platform 1 hour drug delivery service was suspended on May 6th 18+04: 00. As soon as this matter came out, it immediately caused widespread speculation in the industry. Medicine is dead? Rumors are everywhere. Last night, Lian Jiaxing, the founding member and marketing director of Yaogeili, published an article entitled "? 1 hour delivery? Closed | I still love you! "Article, analysis and summary? Medicine is very powerful? The specific reasons for this setback.
Pintu Business Review tries to interpret a question from both internal and external perspectives, 13 points: Is the drug's strength a single event or a precursor to the O2O death tide?
From the external reasons, there are at least seven business taboos that led to the ending of Yaoli today:
1, capital winter
Lian Jiaxing, the founding member and marketing director of Lianyaoli, first attributed the reason to the unsuccessful financing. This year's capital winter, we may only see 10 LP investors from the original works, but today we need to see 100. The adjustment of our BP from one version to another is actually a point of no return. ?
Looking back on the course of drug financing, we can see that the previous financing road has been relatively smooth. On October 20 14, 165438+ 10, Yaoli received millions of angel round financing from Lianchuang Ceyuan; In June of the following year, Yaogeili obtained tens of millions of RMB Series A financing from Tongdu Venture Capital, China Ping An and Lianchuang Ceyuan.
Drug-driven? Turn it off? Obviously, it can't be simply attributed to the funding problem and the financing winter. In the cold winter of capital that has lasted since the second half of 20 15, we can see how many excellent projects have received huge financing. Therefore, it is not only the funds, but also the O2O drug delivery model itself that must be tortured for the failure of drug delivery.
2, the frequency is too low, just need it? Gangs?
Pintu Business Review believes that when financing, investors will ask you if this product is right. Urgent demand, high frequency and large market share? And medicine is a typical negative textbook. Medicine delivery O2O is different from catering O2O. A serious illness goes to the hospital, and a minor illness drags on. Obviously, this is not an urgent need, nor will it be high frequency.
3、? Live Lei Feng? Types of business models
Another significance of cooperation with pharmacies is that after the user places an order in the App, the delivery personnel who take the order go to the pharmacy to buy medicine and then send it to the user. In order to attract users, there is no doubt that the drugs they sell are cheaper than pharmacies? Live Lei Feng? Types of business models. For the drug delivery industry, as long as there are enough users, it is not difficult to establish a business model by obtaining drug profit sharing, but the premise is that attracting users in the early stage really requires a lot of cost investment.
The suspension of drug power business has aroused many people's doubts? O2O delivers medicine? Mode. Xiong Xiaoge, co-founder of IDG Capital, once commented on the O2O drug delivery model. The first consideration for O2O enterprises is whether it is necessary to exist, and whether the online efficiency is higher than that of offline pharmacies with higher rental costs. Medical B2B can be realized online, but the price increase space of B2C is relatively small, and there are costs such as packaging and transportation, which will lead to fraud.
4. Fall into the dispute between self-operation and platform mode.
In addition to the problems of the platform itself, there are countless dark pits in the medical O2O industry. At present, there are two modes of drug delivery platform: self-operated pharmacy and cooperative pharmacy. The dispute between self-management and platform? Is the first question. For example, in the initial stage of drug delivery, Kuaifang chose to cooperate with offline pharmacies. According to the founder Xiong, Kuaifang cooperated with pharmacies in the past, covering many cities. However, the distribution capacity of cooperative pharmacies is still flawed, with 500 orders per day reaching the limit, which can not meet the requirements of rapid drug delivery. However, after the self-built storage pharmacy, it can bear about 2000 orders every day. In addition, pharmacies can get full profits after operating independently, and the expansion of purchase volume can also improve the bargaining power with pharmaceutical companies, thus reducing costs.
Pintu Business Review believes that self-employment needs strong financial support. The cost of buying a pharmacy in Beijing is 800,000-1 10,000 yuan, and upgrading after buying a pharmacy is also an expensive expense. It is understood that Kuaifang Fangyao obtained a series B financing of RMB 200 million from Tiantu Capital in September 2065438+2005. Compared with the A-round financing of tens of millions of drugs, Kuaifangyao has the funds to operate its own self-operated model. Therefore, the capital barrier is also an insurmountable gap.
5, playing the edge ball of medical policy
Policy issues of drug circulation. According to the national drug circulation management measures, the medical O2O platform can only be used as a platform after obtaining the qualification certificate of Internet drug information service. Moreover, in order to avoid unnecessary troubles, the government can't directly pay for the medical O2O on the platform, but can only take the way of collecting money from the delivery staff. Therefore, the policy impact makes the final O2O closed loop difficult to achieve.
At the same time, drug sales are also strictly restricted. At present, online sales of drugs are only aimed at OTC (over-the-counter drugs). As a prescription drug with a large market share, it has always been in the hands of hospitals. Although the draft of the Supervision and Administration Measures of the US Food and Drug Administration on the Internet has been published, there is still no clear timetable for selling prescription drugs on the Internet. In addition, from 2065438 to September 2005, many medical O2O platforms illegally sold prescription drugs, which was also exposed by the media. As early as 2065438+March 2005, Yaoli was exposed to selling prescription drugs.
6. Medical insurance has not been opened yet.
According to the report of Pintu Business Review, it is impossible to enjoy medical insurance reimbursement at present by buying drugs online or sending them home, and huge drugs like chronic diseases depend on medical insurance reimbursement itself.
7、? The last mile? curse
Although the home delivery service is playing? Solve the last mile? But there are very few enterprises that can really deliver goods on time. Door-to-door drug delivery service, it is difficult to achieve the company's commitment to deliver drugs 28 minutes after placing an order, and the core area can reach 7*24 hours of service. It is difficult for users to form a good experience because they have no appointment and the demand for drugs is low.
In addition to the above seven external reasons, the frequency, mode, industry and policy lead to drug efficacy? Stop? There are six internal reasons:
8. Improper operation.
O2O drug delivery mainly integrates retail pharmacies. Mobile Internet tools not only bring more customers to pharmacies, but also improve consumers' experience in purchasing drugs in pharmacies. Although the user experience has been greatly improved, in the market cultivation period of medical e-commerce, door-to-door speed has become the key for enterprises to accumulate word of mouth and cultivate user loyalty.
At the same time, in order to enhance the user experience, expanding the number of stores has become a business? Compare? A little. Taking medicine as an example, CEO Ren Bin publicly stated at the star roadshow that he had reached very deep cooperation with 50 pharmacies in Beijing. For drug delivery enterprises operating in light asset mode, the logistics cost and standardization of door-to-door delivery are great challenges for O2O drug delivery.
But returning medicine does not mean that sending medicine O2O is a family? Dead end? . Renhe's Dangdang Express Medicine, JD.COM. COM, and Qunar.com of Deweizhi Pharmacy are still active in the market, and the three listed pharmacies also put O2O business at the strategic level. In the view of a listed pharmacy, the cost of building an O2O platform for drug delivery is not high, but the operating cost is extremely high. In the future, drug delivery O2O should be attached to pharmacies and expand the coverage radius of pharmacies.
9. The founder doesn't know medicine.
The internet model is not feasible in the medical circle. According to Pintu Business Review, although Yaoli started early and became famous through various activities and forums, it has always been superficial: cooperating with pharmacies and occupying the market by burning money did not touch the deeper level of drugs.
The above nine reasons were summarized by Pintu Business Review from a third-party perspective, while Yaoli attributed the failure to four points.
10, the founder and the team disagree.
Inconsistent views within the founding team are one of the reasons for their summary. Lian Jiaxing issued a document saying that if it is an early-stage entrepreneurial product, it is easy to make some adjustments according to the needs of LP. However, when the product reaches the initial stage of scale, it is easy for the founder and team members to disagree, leading to disharmony in team relations.
1 1, the shares are too ordinary.
The CEO of the company must master the difference between absolute voting rights and increasing the proportion of shares, have absolute control over decision-making power and be decisive and independent; And look at people accurately, and find a responsible partner who can take care of the overall situation. In addition, it is best to invite experienced equity structure designers to strive for the healthiest mechanism for partners and teams so as to avoid unnecessary troubles.
12, the direction is vacillating
At the beginning of your business, you must learn to run for your life, don't be timid, and the gap with your competitors can't be too big, because this directly determines your market position in the later period.
After determining a direction, deep penetration and sustained scale growth are the only way out. Because in the process of starting a business, most projects have no chance to turn over, unless they encounter a fatal short board of black and white, because the price is too high. Therefore, it is necessary for the founder or CEO and the team to return to the right path as much as possible after a small adjustment and run for their own lives. At the same time, entrepreneurs should learn to face up to their own problems, find reasons from themselves, and learn to cross the rubicon.
13, poor hematopoietic capacity.
In the early days, both entrepreneurs and teams should integrate this wolf spirit, face a lot of external adjustment voices and maintain their independence. Because even if the founders meet the requirements of LP in the adjustment process, most LPs will still be shopkeepers. There is still a long way to go to get TS. At this time, we should stick to our own direction, maintain independence and seize the lifeline of the team.
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Lazy economy? It has built a communication bridge between users and medical services, which has spawned a huge industry of O2O drug delivery, and cultivated enterprises such as 1 drug network, fast drug delivery and jingle drug delivery. At the same time, the delivery of medicines by Tinker Bell of Renhe Group and the delivery of medicines by Meituan are also expanding. Through the analysis of the above 13 reasons, we can see that internal reasons account for a larger proportion than external reasons.
Compared with similar projects of Yaoli, other projects that have been financed at present are in good condition. For the questions raised at the beginning of the article, you still can't draw a conclusion that medicine is powerful? Turn it off? It is a precursor to the death of subsequent O2O drug delivery.
For 183 entrepreneurial project, 46 pharmaceutical entrepreneurial project and 17 door-to-door drug delivery project, please take these 13 O2O entrepreneurial taboos as a warning. Good luck!
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