You don't know the things of Internet medical care: about the overall layout of Jingdong Medicine

As China's largest self-operated e-commerce company, JD's expansion in the medical field is quite a twist. In 2011, JD.com and Jiuzhoutong, the largest private pharmaceutical distribution company in China, jointly established a medical e-commerce platform “Jingdong Good Pharmacist”. In less than a year, the news of the cooperation between the two sides broke down. In July 2013, JD.com transferred all of its 49% of the good pharmacist shares to Kyushutong, and “Jingdong Good Pharmacist” has since become history.

In June 2016, JD.com announced the formal integration of the “Jingdong Pharmaceutical B2B Distribution Platform” for upstream and downstream partners and distribution channels, as well as the “Jingdong Pharmacy” business that provides consumers with self-operated over-the-counter (OTC) and health care products. . With such a three-dimensional, multi-level business structure system, how does JD's overall layout and planning? The author has elaborated on this.

Jingdong Pharmaceutical B2C business biased scene marketing

At present, Jingdong Pharmaceutical Health B2C business has seven categories: medicines, health products, tonics, medical equipment, family planning supplies, contact lenses and health services. However, in the marketing thinking of Jingdong Medicine Health B2C, it is based on the characteristics of user demand, so Jingdong Medicine Health is more biased towards scenario marketing. For example, related subjects in ophthalmology, the preferred drug in the demand is eye drops, but also vitamin health products, and even eye stickers in medical devices, testing in health services, and contact lenses. In the face of such people, the relevant products will be presented in the form of scenes.

Jingdong Pharmaceutical Health has three operating modes: Jingdong self-operated, brand flagship store, and third-party pharmacy flagship store. The largest proportion is Jingdong's own business, followed by the brand flagship store/specialty store, and finally the big pharmacy flagship store.

"Many people compare Jingdong Medicine Health with friends, and think that Jingdong Medicine's healthy sales scale is very different from that of friends. Here, I want to make it clear that because the big pharmacy flagship store only accounts for a small proportion of Jingdong's health. Therefore, it is unreasonable to compare the sales volume of this part of the pharmacy flagship store with the total amount of Jingdong Medicine Health and friends.” In this regard, Wei Kai, general manager of Jingdong Mall Medical Health Division, made a special emphasis. The principle of Jingdong Medicine Health is to be lighter and lighter. Through the heavy model, consumers will control more links and create greater value.

In the future, JD plans to build a healthy cloud platform and plan four sectors: health management, wearable devices, disease management, and value-added services.

Health management: health records, chronic disease management, health self-test, physical examination, etc.;

Wearable equipment: sphygmomanometer, blood glucose meter, smart scale, etc.;

Disease management: appointment registration, online consultation, medical shopping guide, post-diagnosis recovery, physical therapy, etc.;

Value-added services: health consultants, fitness consultants, medical examination interpretation, insurance recommendation, dietary guidance, etc.

In the layout of Jingdong Medicine Health, it is hoped that, based on the sales of medicines, it will be connected in series through this healthy cloud platform according to user needs, providing users with more value services. When the Jingdong Pharmaceuticals segment generates a large amount of merchandise sales and user base, it can also conduct science popularization through medical topics to form a unique community system and communicate with users.

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