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On April 7, Douyin E-commerce issued a public notice on the new "[Medical Device] Category Management Specifications", and the publicity period is From April 7 to 14, 2022. Yes, you read that right, Douyin clearly stipulates that medical devices can be sold!
In the past two years, short video platforms have become popular by virtue of their advantages of easy dissemination, rich and colorful content, creative editing techniques, strong entertainment, and strong interactivity of comments and forwards, and people can gain insight into "world events" without leaving home. And Douyin deserves to be one of the "traffic kings". According to relevant data, the average monthly active value of Douyin in the third quarter of 2021 reached 630 million people, and the sales volume has exceeded the trillion mark, which shows that the traffic impact brought by short videos cannot be ignored, and for the sales of medical devices, the network platform will have a very big attraction.
The notice shows that some of the new products under the first-level category of "health care/nursing/physiotherapy equipment" have been added, and the requirements for classification have been adjusted. At present, there are 42 kinds of medical devices allowed to be sold on the Douyin platform, of which hearing aids are also listed in it, which are classified in the secondary category "health care/nursing/physiotherapy equipment".
Live streaming is not allowed
It is worth noting that the notice clearly stipulates that categories such as "health care/nursing/physiotherapy equipment" are only allowed to be sold in the form of shelves such as commodity windows and douyin malls, and merchants and celebrities are not allowed to promote in the form of live broadcasts and short videos.
Online sales of hearing aids are everywhere
With the advent of the "Internet +" era, the traditional offline marketing channels of medical devices are changing, and the advantages of traffic have begun to gradually move towards the e-commerce model. According to the State Food and Drug Administration, the number of filings for online sales of medical devices nationwide rose from 20,000 in October 2020 to 73,000 in November 2021. The number of online platform filings for third-party medical devices jumped from 209 at the end of 2020 to 347 in 2021, the highest growth rate in the past two years.
With the popularity of online medical devices, major e-commerce platforms have gradually become the focus of the Food and Drug Administration, facing escalating regulatory challenges.
Tmall, JD.com, Pinduoduo, Alibaba, Suning Tesco and other online e-commerce platforms have long entered the sales of hearing aids, Meituan, Ele.me platform will also include hearing aids into the online medical device store sales, and now there is the addition of vibrato, which will have an impact on the sales of physical hearing aid fitting center hearing aids? Will it be a market reshuffle? Let's wait and see.
Online sales of hearing aids are still mainly analog machines or more beginner digital hearing aids on the market. The development of Internet medical treatment is the trend of the times, but hearing aids are not just simple commodities, and they are not drugs that can alleviate diseases through online consultation. If you can't improve the good fitting process, ensure the after-sales service, give customers the correct rehabilitation guidance, and whether the online sales of hearing aids will develop benignly.
Although online sales hearing aids have strong traffic support, but how to develop formalization will also be a major challenge in the e-commerce industry, for the real experience distribution center, what actions they will take to deal with market changes, let us wait and see.
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