1, high gross profit, low flow and low cost mode
There are few licensed pharmacists, professional managers, high-quality store managers and market developers in traditional pharmacy chain stores in China, and they are basically businessmen. At present, many chain pharmacies rely on this model to make profits. The tide of price reduction, the entry of cheap medicine supermarkets and the choice of market competition have made this profit model more and more difficult, and many chain pharmacies have reached the edge of meager profit or even loss.
2. Low price, low gross profit and high flow mode
The higher the flow, the higher the sales, thus improving the return on assets through rapid turnover. At present, the cheap pharmacies that are making a lot of noise in China rely on this profit model to make profits and win quickly.
It is worth noting that drugs are not a necessity for most consumers, and price reduction cannot produce lasting high turnover. Most drugs have no or almost no elasticity of price demand, and price reduction cannot 100% expand demand. In other words, the mode of low price and high flow is not a good choice for retail enterprises-pharmacies.
3. Diversification to improve the profit model of customer unit price.
Diversification first requires that pharmacies should be regarded as retail places, and pharmacies should be regarded as retail places where medicines can be sold, while other retail places cannot sell medicines. With the increase of venue rent year by year, the increase of personnel cost, the rigidity of drug demand, the national price limit of some drugs, and the influence of community zero difference rate on pharmacies, the drug sales of pharmacies will gradually decrease, and the reduced sales and gross profit can only be made up by non-drug and fee-based services.
In diversified management, choosing health, beauty, health, nutrition, health care, sports and other product categories will be the first choice. According to international practice, pharmacies will be the first choice for diversified profit models.
4. Profit model of private brand products
The next evolution of the high-margin profit model is the profit model based on its own brand products. For chain pharmacies, they have the ability to develop their own brands, while for small and medium-sized chain pharmacies, developing their own brands can only rely on purchasing alliances similar to PTO in the industry. Unfortunately, these small and medium-sized pharmacies only want to rely on the alliance to provide all services, and are reluctant to cultivate their own brand products with the alliance. Without these differentiated private brands, the final result can only be that small and medium-sized chains are merged by large chains.
5, internal refined management profit model
At present, the chain pharmacy industry in China is at least five years behind the department store industry, and there is great room for improvement in business philosophy, management level, store operation, promotion planning, human resources and performance management, commodity category management, professional pharmaceutical services, measures to increase turnover, logistics information system, systematic analysis and improvement of business data, etc.
6. Customer satisfaction continuously improves the profit model.
To achieve customer satisfaction, the first thing is professional medical and pharmaceutical services. High-level pharmaceutical services mainly recommend products and related sales combinations scientifically from the perspective of consumer treatment, so that consumers can choose the most effective drugs with less money. Secondly, drugs should establish the demand files of most consumers in the business circle and provide marketable and cost-effective products. The variety should be complete, which can save consumers' time and energy. There are three main reasons why consumers go to pharmacies to buy medicines instead of going to hospitals: first, pharmacies are rich in varieties and can choose independently; Second, it is convenient nearby; Third, the price is cheap. Only by doing these three things can the service be in place, the satisfaction be improved and the loyalty be cultivated.
7, professional positioning profit model
There are three competitive strategies for specialized positioning profit model. One is to form a profit model with leading total cost by increasing concentration on a large scale; The second is the differentiated positioning profit model; The third is a professional centralized profit model. The next profit model of chain pharmacies will need to focus on one format and make characteristics.
How can chain pharmacies make a profit?
1, stable supply is the guarantee.
With its huge store network and huge sales capacity, chain pharmacies can underwrite a large number of manufacturers' drugs, buy out the total distribution of a certain drug and conduct centralized and unified procurement. When negotiating with pharmaceutical companies, it has great advantages, and the purchase price of drugs can be kept to a minimum. It is understood that most new drug retail enterprises adopt this approach. On the one hand, retail pharmacies can ensure a stable supply of goods and establish a common interest alliance with pharmaceutical companies. On the other hand, retail pharmacies are competitive in price, which is a bargaining chip with other pharmaceutical retail enterprises.
How to give full play to the dense network and good brand effect of chain pharmaceutical retail enterprises has strong advantages in the retail field and is an important link in drug circulation. It is also an inevitable trend for pharmaceutical enterprises to form strategic alliances with retail enterprises relying on their own network advantages and consumption power.
2. Fast storage and distribution are the key.
At present, chain pharmacies often face the threat of out of stock. On the one hand, existing distributors (or pharmaceutical factories) deliberately withdraw goods to maintain their high market prices. On the other hand, the existing medical logistics distribution system can not meet the goal of low-cost sales of chain pharmacies. The existing drug circulation system generally goes through production enterprises, general agents, wholesalers, chain pharmacies and other links. Multi-level circulation channels lead to an increase in circulation costs, accounting for about 40% of the drug price. This requires chain pharmacies to establish their own unique logistics distribution model.
Unified distribution is the distribution mode adopted by chain pharmacies. Headquarters centralized procurement, and then unified distribution to all chain stores. However, because there are few chain enterprises with scale and few stores, the sales ability of single store is very weak, so the turnover and circulation of drugs is a problem that chain enterprises must consider. The distribution requirements of single store, small batch and multiple varieties will inevitably increase the circulation cost. How to arrange the distribution mode as a whole is the key, and using modern large-scale logistics distribution system is another new growth point of enterprise profits.
3. Talent is the core competitiveness.
With the expansion of chain pharmacies, there will inevitably be a shortage of talents. Management talents and professional and technical talents are very important. Chain pharmacies need meticulous management in daily on-site management, personnel management, financial management, product management and other aspects, among which the store manager, as the head of the store, needs to have various operational capabilities. At the same time of store expansion, there will be a shortage of management talents. With the guarantee of talents, enterprises have core competitiveness.
It is common for consumers to buy drugs in pharmacies, but facing a wide variety of drugs, consumers have little medical expertise and need the guidance of professional doctors. In particular, some new drugs need the guidance of doctors to facilitate consumers' purchase. This requires two changes in the development direction of retail pharmacies: from "drug-centered" to "patient-centered", from ensuring drug supply to being responsible for patients' medication results, and requiring pharmacies to be equipped with professional pharmacists for medication guidance.
4. Characteristic service is the way to win.
With the intensification of competition, chain pharmacies will continue to expand their areas, and at the same time improve their business level and profitability through intensive cultivation of their markets. Service will become an important force for pharmaceutical chain retail enterprises to explore the market and adjust their business strategies in a timely manner.
Most chain pharmacies take measures to provide people with "reassuring" services, such as delivering medicines to their homes, selling medicines all day, consulting medicines, decocting medicines for customers, setting up customer waiting rooms, books and newspapers, introducing preventive medicines, making phone calls, automatic pressure gauges, listing medical practitioners, and setting up service hotlines and telephone numbers to complain about the quality and price of medicines, so as to win the recognition of consumers. Especially the core stores of enterprises, in most cities, the core stores of chain enterprises have great influence in the minds of consumers.
Chain pharmaceutical retail enterprises win sales through various preferential measures such as celebration promotion and membership card. The increase in personnel and operating costs of chain pharmacies forces enterprises to be very cautious every time they cut prices. How to explore new business models, improve services and operate with characteristics is the way to win.