text/Yangcheng Evening News All-Media Reporter Chen Zeyun Intern Chen Jingliang
Photo/Photo provided by the interviewee
Recently, Alibaba Health Research Institute and Zhongkang Technology released the "2022 Online Drug Trend White Paper" (hereinafter referred to as " White Paper "). The White Paper shows that changes in drug buyers' behavior drive high online growth. In recent years, online medicine, as an important supplement to traditional drug use channels, has played a role in promoting the accessibility of drugs in the sinking market. While online medicine has helped to improve drug accessibility and improve patient compliance, it has also given birth to many new tracks.
The White Paper shows that the number of users in the sinking market continued to grow from 2019 to 2021, of which the growth rate in 2021 was close to 40%, exceeding the growth rate in high-tier cities. The top five cities with the fastest growth in chronic diseases are from the west to Qinghai Haibei Tibetan Autonomous Prefecture, Hainan Tibetan Autonomous Prefecture, , Songyuan City, Jilin, South to Sansha City, Hainan, and Chaozhou City, Guangdong.
For patients with chronic diseases in the sinking market, in addition to buying good medicines, buying medicines, and receiving medicines, it is also important to achieve continuous and regular medication treatment. The White Paper shows that the number of users who repurchase chronic disease drugs for pharmaceutical e-commerce increased by 187% in 2021, of which the payment amount for chronic disease drugs for pharmaceutical e-commerce in the sinking market increased by 149% year-on-year. More than 90% of patients who have experienced online chronic disease management are satisfied, which shows that the accessibility and compliance of medications have been greatly improved.
The White Paper shows that among the online drug purchase group, women account for 60%, and middle-aged and young consumers are the majority. Among them, the two groups of Gen Z (post-95s) and consumers over 50 years old lead the other groups with a growth rate of nearly 70%, becoming the "new force" of online drug purchase. Among them, as indigenous people in the Internet era, Z generation health problems are mainly mild symptoms such as skin, sleep, and eye use. In many cases, they choose to consult online and purchase medicines online. 95% of Generation Z love to read comments from other users before purchasing medicines online. Consumers over 50 are also actively embracing digital healthy life, hoping that their diverse drug needs can be met in one-stop.
Due to the impact of the new crown epidemic, online drug purchase has grown rapidly in recent years, which has also changed everyone's drug purchase habits. This is not only reflected in the characteristics of the population, but also changes from offline to online, from immediate drug purchase to planned drug preparation. The White Paper shows that after the outbreak of the epidemic, nearly 80% of consumers are accustomed to preparing medicines in a planned manner, and nearly 90% of patients with chronic diseases say that "they have always purchased regular medicines at home regularly."
With the rapid growth of user groups and user demand, OTC market has also created many new trend tracks, including skin health, gastrointestinal health, mineral nutrition, children's health, facial features, etc. Online has gradually become an important base for the incubation of new products and the renewal of old products. Zhongkang Technology predicts that relying on the gradually mature closed-loop ecosystem of "medicine + medicine" and full-scene professional pharmaceutical services, pharmaceutical e-commerce will continue to double its growth in the next few years. (For more news, please follow Yangchengpai pai.ycwb.com)
Source | Yangcheng Evening News·Yangchengpai
Editor | Hang Ying
