The first offline clinic of ByteDance: Pinecone Clinic renamed Xiaohe Clinic, low commissioning operation, industry profit puzzle to be solved

China Times (www.chinatimes.net.cn) reporter Guo Yilin Yu Na reported in Beijing

Recently, after the China Times reporter Xiaohe APP platform made an appointment for the new crown vaccine injection, he received a software notification message. That is, the platform launched the Xiaohe Clinic (formerly Pinecone Clinic) "Bright Eyes and Bright Teeth" project, and at the same time promoted the activity in the form of "Xiaohe sends you a new avatar".

According to the page, the "Bright Eyes and Bright Teeth" project includes related medical services such as oral scaling and eye examination. In addition, when you click on the TCM, Internal Medicine, and Surgery pages, you will be able to make an appointment below for acupuncture cupping, blood routines, and imaging examinations. Does this mean that the Pinecone Clinic is open for business? To this end, the reporter of China Times visited ByteDance's first offline store - Songguo Clinic on June 29 to experience the offline medical services of ByteDance's layout at close range.

According to the Sky Eye Check and Xiaohe APP, the Pinecone Clinic has now been renamed "Xiaohe Clinic". The "China Times" reporter sent an interview letter to Xiaohe Medical, and the other party replied: "The person in charge of the Pinecone Clinic is not convenient to accept an interview at this stage. Covid-19 vaccination is a temporary task to undertake Haidian disease control, the above medical service projects are in trial operation, and the clinic is not yet officially open. ”

An unnamed industry analyst said: "The cautious and low-key trial operation behavior of Songguo Clinic is related to the previous lessons learned in the industry. Its current form, on the one hand, helps epidemic prevention from the perspective of enterprises, on the other hand, it maximizes the number of medical services in the clinic, and at the same time tests the affordability of users in terms of price. In addition, this can also increase the number of downloads of the Xiaohe APP. ”

Unveil the medical services of Xiaohe Outpatient Clinic

On November 24, 2020, according to media reports, the Pinecone Clinic, an offline diagnosis and treatment institution under ByteDance, began to renovate. However, the news of the trial operation of the pinecone clinic has been strictly confidential within the group. In order to find out, on February 25, 2021, a reporter from China Times visited ByteDance's first offline store, Songguo Clinic, and made an appointment for vaccination.

Before the recent visit, the reporter made an appointment with a deputy chief physician of the Department of Stomatology and dental cleaning services. Experience first-hand the quality and price of the clinic's medical services.

The Pinecone Clinic is located on the first floor of the e World Fortune Center, No. 11 Zhongguancun Street, Haidian District, Beijing, and the main entrance is located under the large signboard.

The signage is slightly low-key, but the transportation is convenient, and the Yanzhong Guancun subway station exit D is immediate. The reporter first arrived at the south gate of the clinic vaccine injection area, the door and window are prominently posted with "warm tips" vaccination please make an appointment in advance, and attach the Xiaohe APP two-dimensional code.

According to the guidance of the security guards, the reporter went around to the location of the North Gate Outpatient Department. The guidance desk stands facing the door, and the reporter completes the APP registration and written registration according to the guidance request. Walking into the clinic, the faint smell of disinfectant water hit the face. Moon white decoration, warm and elegant. Inside the clinic, a blue screen is used to divide the outpatient area and the vaccination area.

Under the guidance of the guide, when the reporter passed through the auxiliary examination area, he saw that the radiology department, the laboratory department, the CT room, the capsule gastroscopy room, and the electrocardiogram room had all been put into use, and there were patients in and out of the examination. Then gynecology, internal medicine, surgery, traditional Chinese medicine and other consultation areas have come into view.

According to the introduction of the guide, at present, the above departments can make an appointment on the APP, and all the fees can be self-paid on the APP. During the conversation, the reporter came to the stomatology and ophthalmology clinics and saw that the department of stomatology was equipped with two auxiliary examination rooms, which were used to shoot root tips and curved faults. Two dental chairs were placed in the clinic, equipped with orthodal endoscopes in addition to standard equipment, but no oral microscope assembly.

After the standard scaling process and oral examination were completed, the doctor sent digital dental tablets, outpatient cases and oral health prescriptions to reporters through the Xiaohe APP software. After the consultation was completed, the doctor instructed, "The patient can consult with her through the software about disease management, or make an appointment for follow-up consultation." ”

In terms of the price of medical services, the reporter found on the registration page that there are 1-2 doctors in the above departments who can make an appointment, the registration fee of the attending doctor is 72 yuan, the deputy chief physician is 108 yuan, and there is no chief physician to consult. The price of Xiaohe outpatient stomatology service project is basically the same as that of Beijing Stomatological Hospital under the same material, and the price of ophthalmic services is slightly higher than that of Aier Ophthalmology. The pricing of other department projects is basically the same as the market price. It is worth noting that the price of its magnetron capsule gastroscope of 4050 yuan is slightly lower than that of some hospitals.

Bytes gradually expand the heart of medical care

Only half a year after its launch, the Xiaohe APP has begun to take shape. The online consultation track is about to usher in a new round of standing challenges.

The reporter browsed the Xiaohe App and found that as of now, 6 services have been launched in the software, namely Quick Ask Doctor, Famous Doctor Studio, Xiaohe Medical Code, Vaccine Appointment, Online Drug Purchase, and Experience Circle. Among them, the quick doctor service is classified by department search, and there is an independent anti-cancer zone for popular diseases. Vaccine appointment services include COVID-19 vaccine, 23-valent pneumonia vaccine, cervical cancer, herpes zoster, influenza and so on. Online drug purchase services include over-the-counter drug purchases, but cannot be delivered immediately. The Circle of Experience provides patients with the freedom to share experiences in disease treatment.

As of press time, the reporter counted 6.75 million downloads of the Huawei app market, an increase from 2.59 million in February, which is higher than the 6.4 million of Ali's consultation products, but there is still a significant gap with the 300 million times of ping an health, the 100 million times of the good doctor, 31.7 million times of doctors of Lilac, and 27.73 million times of Dr. Chunyu.

The number of downloads reflects the needs of the market to a certain extent. Behind this, technological innovation and upgrading consumer demand are the two important driving forces for the reshaping of the business world, and the same is true in the field of medical services. In this context, online consultation products came into being and attracted the attention of many Internet giants.

The problem of Internet medical profitability is unresolved

On June 22, 2020, Analysys Analysys, a well-known big data analysis company in China, released the 2020 Annual Analysis Report on Internet Healthcare in China (hereinafter referred to as the "Report"). The report predicts that the size of the Internet medical market will reach 200 billion yuan in 2020, the market growth rate will reach 46.7%, the highest growth rate since 2015, and the head manufacturers will fully layout and build an online "medical + drug + insurance" channel. It can be seen that the market demand for online consultation should not be underestimated.

At the beginning of November 2020, ByteDance launched the independent brand "Xiaohe Medical" and launched the online consultation product Xiaohe APP. Tianyan's investigation shows that the company to which Xiaohe Medical belongs is Yi Zero Yisi Technology Co., Ltd., With Wu Haifeng as the legal representative and Sun Wenyu as the general manager, both from baidu health department. On January 13, 2021, Wu Haifeng, as the legal representative, registered Xiaohe Pharmaceutical (Hainan) Co., Ltd. and approved the operation of Class III medical devices. ByteDance's medical heart has also gradually expanded.

Not only that, but the capital market has shown unprecedented enthusiasm. JD Health, a new unicorn spun off from JD.com, not only received $830 million of Series B financing from Hillhouse Capital in August, but also landed on the Hong Kong Stock Exchange to achieve an IPO; Long-dormant Spring Rain Doctor announced the completion of the E-round strategic financing led by Sogou Technology in September, which is like a spring thunder in the Internet medical industry.

Nevertheless, behind the popularity of Internet medical treatment, profitability is still an unresolved problem. Ping An Good Doctor has accumulated losses of nearly 4 billion yuan in 5 years, and Ali Health, as the player with the highest market value in the industry, cannot avoid consecutive years of losses... The above-mentioned analysts frankly said, "Various Internet giants have frequent medical actions on the Internet, but at present, no one has a very clear model, and most of them are still a process of continuous attempts." ”

At this point, how will ByteDance's offline exploration road eventually perform? "China Times" will continue to pay attention.