On May 22, Beiden Medical , the largest medical device B2B e-commerce platform in China, revealed to the arterial network that the company has completed a 100 million A+ round of financing, led by Yuanyi Capital, and Quanquan Zhongwei and Oriental Fuhai. Life Capital acts as a financial advisor.
This round of funds will be mainly used to consolidate the e-commerce platform, strengthen the absolute leading position of Beiden Medical in China's medical device B2B industry, and build Beiden Medical into a new medical device circulation industry chain in China through the construction of a medical circulation ecosystem. Chain master" .
Beiden Medical History Financing
The equipment industry has undergone tremendous changes, and the circulation channels are in urgent need of change.
In recent years, under the influence of policies and capital, China's medical device industry has entered a stage of rapid growth, with an average annual compound growth rate of more than 20%. In 2016, the terminal purchase amount of medical equipment in China has exceeded 600 billion yuan, and it is expected to exceed 100 billion yuan by 2020.
Such a large market contains 15,000 manufacturers, 180,000 dealers and 1 million medical institutions. The entire industrial chain is very dispersed upstream and downstream, showing the characteristics of “multiple, small, scattered and chaoticâ€. Especially in the middle of circulation, the traditional dealer agency model has been used for more than 20 years, and the channels are scattered and rely on “relational salesâ€, which makes the industry's circulation efficiency very low.
More importantly, in recent years, China's medical device industry has undergone tremendous changes from upstream R&D and production, to intermediate distribution channels, and downstream medical institutions. The transformation of China's medical device distribution channels is imminent.
>>>> Upstream: The market is growing rapidly and competition is intensifying
First, the state encourages medical device innovation. Many overseas Chinese return to China to start businesses, and emerging medical device companies continue to increase. Second, China is the second largest medical device market in the world after the United States. Many foreign companies are also targeting this big cake. They have traveled to China to set up branches.
The competition in China's medical device industry is becoming more and more fierce. Manufacturers are facing tremendous pressure to change sales channels. They must restructure the entire marketing channel system in order to quickly enter the market and cover more target customers. Mature manufacturers need new channels to cover emerging markets and blank markets. Emerging manufacturers need nationwide channels to quickly cover customers.
"Today, an innovative medical device company, if it can not quickly enter the market within two or three years after obtaining a marketing license, I am sorry, a large wave of competitors will be ahead of you. Technology leadership is a temporary, more important It is your marketing ability and business ability," said Ding Haibo, CEO of Beiden Medical.
>>>> Downstream: the rise of primary care and private medical care
In addition, the pattern of medical institutions in the downstream has also undergone tremendous changes, and a large number of emerging private institutions such as third-party medical institutions, doctors' groups, specialist chain clinics, medical examination centers, and pet hospitals have emerged.
According to the data, since 2014, more than 90% of the newly added medical institutions in the industry have been concentrated in the primary and private medical markets. It is estimated that by 2020, the total market share of private medical institutions and public primary health care in China will account for more than 50%. These newly emerging primary medical and private medical institutions have undoubtedly become the main incremental market for medical device manufacturers.
However, when diversified private institutions purchase, they have raised higher demands on suppliers in financial services, information services, and after-sales services. The procurement of medical institutions will be upgraded, and the requirements for suppliers will also be upgraded.
Then, in the face of a large number of emerging medical markets and blank markets, how can equipment manufacturers change the marketing channels to meet the “market-oriented procurement†needs of emerging medical institutions?
Obviously, the traditional channel model is no longer feasible.
According to Ding Haibo, the traditional sales model of medical devices in China relies on human relationships, and its professional capabilities, technical support capabilities and financial capabilities are relatively weak. It is very difficult for them to promote the transformation of the entire distribution channel in the process of upgrading the purchase of medical institutions, because the dealer's genes determine that they do not have the ability to upgrade.
Therefore, the upstream manufacturers have huge sales and channel reform pressures, and the need for downstream medical institutions to purchase and upgrade, as well as the impact of two-vote system and anti-corruption policies. China's medical device circulation industry is in urgent need of new circulation service providers with more efficient and capable capabilities. To promote the transformation of the entire industry.
Equipment B2B e-commerce, open the middle circulation channels
As the largest medical device B2B e-commerce platform in China, Beiden Medical has seized the opportunities brought about by industry changes.
The company is targeting the traditional channel agents “distributed and related salesâ€. The upstream producers lack national sales channels, and the downstream hospitals lack the pain points of quality channels and technical support. They use the power of the Internet to provide a manufacturer, agent and hospital. A nationwide one-stop sales and procurement channel.
According to Ding Haibo, Beideng Medical was established in 2010. It is a self-operated e-commerce platform similar to Jingdong. Through the vertical integration of upstream and downstream resources of medical equipment, a new medical device B2B circulation platform is established to improve the transaction efficiency of the industry. ,Reduce transaction costs.
So far, Beiden Medical has cooperated with more than 300 upstream brand medical device manufacturers such as Mindray, Wandong, Yuyue, Xinhua, Qianxi, Omron and Sannuo. The platform has more than 20,000 SKUs and has a very strong product supply. ability.
At the same time, Beiden Medical also directly serves the downstream mass dealers and terminal private medical institutions. Now it has accumulated 100,000 dealer members, more than 10,000 cooperative dealers, and 3000+ cooperative medical institutions, covering more than 300 places in China. Level city.
Such a strong customer database is the value of Bedden Medical. By establishing products, manufacturers, distributors and terminal databases, we will seize the procurement needs, help our customers achieve precise marketing and increase the transaction rate of the entire industry.
For example, based on analysis of manufacturers and product data, Beiden can help customers find similar products. Which brands have been selling well in the past few years, which dealers have been sold, which medical institutions have been sold, and even the price. Can be found.
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