As the post-80s and post-90s young people gradually shoulder the important tasks of self-health improvement, parenting and elderly care, their demand for health consumption is growing, and they have gradually become the "main force" of the mainland health consumption market. Under this trend, retail pharmacies urgently need to capture the preferences of emerging young consumers in order to achieve continuous growth in performance.
Taking Yifeng Pharmacy, a leader in the domestic pharmaceutical retail industry, as an example of a chain pharmacy listed on the main board of the Shanghai Stock Exchange in China, in recent years, it has focused on the needs and characteristics of young groups such as the post-80s and post-90s, relying on its strong corporate strength, and has established an excellent market reputation through the all-round expansion of products, services and channel scenarios, and has become the best choice for young people to buy drugs.
1. Implement a controllable boutique strategy to retain young customers with quality
Compared with the middle-aged and elderly people, young people pay more attention to quality and reputation when buying drugs, according to Zhongkang CMH data, the average unit price of goods purchased by young people is higher, and the purchase of drugs is more diversified. In view of this characteristic, Yifeng Pharmacy has long adhered to the implementation of the "controllable boutique strategy", cooperated with reputable upstream manufacturers, established a high-quality system with controllable channels and high-quality efficacy, and escorted the triple quality evaluation system of active inspection, efficacy evaluation and cost-effective evaluation to ensure that the drugs are "conscience drugs" with good quality and efficacy. It is understood that at present, Yifeng Pharmacy has a KKU of up to 70,000+, with a strong supply capacity of classic old drugs, cold varieties, local characteristic varieties and new special drugs (DTP), which can fully meet the high-quality and diversified drug purchase needs of young customers.
2. Make efforts in new retail, and expand the drug purchase service scene with multi-point reach
In order to fit the drug buying habits of a new generation of young customers, Yifeng Pharmacy actively embraces new retail, deeply integrates online and offline services, not only since 2015, it has been deeply cultivating O2O medicine delivery, but also settled in Tmall, JD.com, Pinduoduo, Meituan, Ele.me, JD.com, Ping An Good Doctor, Chunyu, Good Doctor and other platforms, combined with Yifeng Health APP, Mini programs, offline stores and 24-hour pharmacies all over the country have built an omni-channel drug purchase network, with multi-point reach, so that young customers can enjoy immediate, efficient and convenient drug purchase services at their fingertips without leaving home, and fully enjoy the convenience of the Internet era.
In addition, Yifeng Pharmacy also continues to build Internet hospitals, 1v1 health consulting services, online service hotlines and other scenarios to build a one-stop new pharmaceutical retail platform covering online consultation, one-click drug purchase and health management for young customers.
3. Take care of customer health with sincerity and create value-added value with professionalism
Since its establishment, Yifeng Pharmacy has always adhered to the core concept of "all customer value-oriented", and is committed to providing customers with professional, warm and reliable "heart service". Taking the health management of young patients with chronic diseases as an example, the "Report on the Status of Nutrition and Chronic Diseases of Chinese Residents" pointed out that there are nearly 300 million patients with chronic diseases in China, and the number is increasing year by year, showing a trend of younger people. Better meet the escalating needs of young patients with chronic diseases.
At the same time, Yifeng Pharmacy continues to improve the service level of offline store shopping guides, implements the "six steps" of professional services, that is, "one heart, two haves, three questions, four changes, five pluses, and six advices", standardizes store reception services, family services, and precision medication services for people with chronic diseases, and gives customers a professional and warm drug purchase experience; Yifeng Pharmacy has also created 11 high-quality exclusive services for its members, providing life-cycle health solutions from disease treatment to health promotion, and continue to give customers more value-added value.
Up to now, Yifeng Pharmacy has served more than 80 million members, including many young patients with chronic diseases, helping customers improve their health management level and quality of life with high-quality products, thoughtful services and multi-channel reach. In the future, Yifeng Pharmacy will continue to have a long-term heart, continue to create more value for its member customers, and earnestly implement the mission and vision of "making Chinese people healthier physically and mentally, and becoming the preferred pharmacy for trust and trust".