第三方平台试点结束 药品B2C优胜劣汰加速分化
日前,国家食品药品监管总局分别通知河北省、上海市、广东省食品药品监管局,要求结束互联网第三方平台药品网上零售试点工作。
互联网第三方药品网上零售”试点的正式结束,实乃按部就班。根据2013年CFDA的批复,“试点工作为期一年,期中请将试点进展情况定期报告总局,期满请提交全面总结报告”。换言之,河北慧眼医药科技有限公司“95095”平台、纽海电子商务(上海)有限公司“1号店”平台和广州八百方信息技术有限公司“八百方”平台,这3家平台的试点资格在2014年就已结束。
CFDA方面表示,结束第三方平台药品网上零售试点工作,不影响已经获取《互联网药品交易服务资格证书》的企业依照《互联网药品交易服务审批暂行规定》等规定,继续开展企业对企业和医疗机构的药品交易服务业务;取得《互联网药品交易服务资格证书》的实体药店可以继续通过互联网直接向消费者销售药品。
尽管此次结束的仅是3家的试点资格,但其影响却是大面积的。此前记者与药品零售业内人交流时,有多位高管曾表态,网上药店自营架构建设不易,早期起步仍倾向借助第三方平台来开展。南方医药经济研究所统计数据显示,去年药品网上零售市场交易规模已达到142.2亿元,比2014年增长了83%。其中第三方平台B2C交易规模77.9亿元,占比54.78%;自营B2C平台交易规模52.5亿元,占比为36.92%。
第三方药品网上零售试点结束,平台大抵有两种转型方向:一是通过为其他电商导流量的方式,获得利润分成;另一种则是收购持拥有网上零售类B2C证书(C证)的企业,转型自营——不久前阿里健康收购获得C证的广州五千年医药连锁有限公司;以及京东旗下的自营B2C“京东大药房”正式对外亮相(借助2013年收购的青岛安吉堂大药房),印证了后者的可行性。
无论是哪个方向,都意味着既往的医药电商市场格局被大面积改写。
更让中小型医药电商担忧的是,随着政策收紧,即使是导流型的平台也会出于自身风险控制考虑,倾向与技术较完善、服务能力强、整体实力强的企业合作。
“从电商发展规律看,功能完备的平台有助于小商家和新商家快速发展。”360健康CEO陈华提醒,但随着行业的同质化竞争不断加剧,由此引发的优胜劣汰将进一步加速。他坦言,若未来政策趋紧,将更倾向与少量优质企业合作,以降低事实风险。一位长期关注医药电商发展的运营人士坦言,未来国内医药电商竞争或将在国资背景的医药流通企业、已上市的药品零售企业以及在PC端时代占有先机的数家医药电商中进行。
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