药品零售并购潮起,新商业模式有待成型

2016-09-23 佚名 村夫日记

在医药电商从火热到寒冬的三年,医药零售渠道所受到的关注的是前所未有的,这不仅仅是医药电商的新渠道所激发的市场想象,也是在全国性医改正在向纵深推进的大背景下的药品零售面临的趋势性变化使然。 从大背景来看,公立医院的改革已经进入攻坚阶段,无论是药占比、药品耗材比还是药品零差率,都对药品销售的医院渠道带来了巨大的限制,这直接推动了零售渠道的市场想象,也带动了资本市场对药品零售的下注。 医院虽然受

在医药电商从火热到寒冬的三年,医药零售渠道所受到的关注的是前所未有的,这不仅仅是医药电商的新渠道所激发的市场想象,也是在全国性医改正在向纵深推进的大背景下的药品零售面临的趋势性变化使然。

从大背景来看,公立医院的改革已经进入攻坚阶段,无论是药占比、药品耗材比还是药品零差率,都对药品销售的医院渠道带来了巨大的限制,这直接推动了零售渠道的市场想象,也带动了资本市场对药品零售的下注。

医院虽然受到了让药品流出医院渠道的压力,但是,在服务费用没有大规模上升的现状下,医院和医生仍有极强的动力让其留在医院,从而维护自身的利益。这也意味着在没有进一步强政策出台前,医院的处方流出只会是很小的规模,无法达到市场想象的规模。

药品零售渠道仍需采取更为现实的策略,在未来的5年,药品零售的主旋律不会是在获取医院市场份额上,而是并购。

自从去年以来,零售药店的并购明显加速,这一方面是因为政策鼓励零售渠道的集中度提升,以改变多小散乱的局面。但更重要的是零售渠道的发展已经到了转折关口。这样的转折并不是因为技术或类似医药电商这样的新渠道所带来的,而是药店长期面临的发展模式难以为继的表现。

中国的药店长期的问题是核心竞争力匮乏,坪效差,持续的市场竞争下,大量的中小连锁和单体药店已经无法保持自身的可持续性发展。而大型连锁虽然是大而不强,但由于规模较大,抗风险能力总体较强。因此,这样的市场自身存在着强烈的洗牌冲动,最终推动了大规模并购的展开。在中短期来看,药品零售的核心将紧紧围绕并购展开,市场集中度将大大得到提升。无论是医药电商还是其他服务,都将只是一个市场的配角,无法主导市场。

不过,虽然其他服务不是市场发展的核心,但这并不代表这些不是长期发展的方向。中国药品零售长期缺乏核心竞争力的主要原因是零售渠道始终无法获得医疗资源,这使得零售渠道只能在没有门槛的OTC和其他非药品上大打价格战。但是,在处方没有大规模流出的前提下,如何来给药店添加竞争力是非常具有挑战性的。目前药店主要在尝试的是医药电商、慢病管理和互联网医院。但这三者其实都受制于医院,在医院体系出现根本性的变化前,还是很难取得突破性的发展。但对这三块业务的开拓将有助于药品零售渠道建立自身的服务能力,从而在市场利好的情况下,快速推升业务的转型和规模化扩张。

随着医保控费的日趋严格,PBM将可能会随之壮大,从而推动对处方的监管,并严控处方在药品零售渠道的销售。因此,即使在中期的小规模院外处方市场,掌握PBM的一方才能真正胜出。虽然这是一个小市场,但意义巨大,有助于零售渠道获取核心资源。

总体而言,药品零售渠道在中短期的趋势将是大规模的整合,仍将以现有的发展模式为核心,其他新型的商业模式有待成型,在大规模的医院改革完成前还无法成为药品零售的主要推动力。


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    2016-11-01 anan
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    2016-09-25 canlab
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