医药电商八百方：为什么放弃流量争夺专注服务体验？
核心观点：在医药电商行业激烈竞争的背景下，八百方创始人张小兵选择了一条与众不同的发展道路——不盲目追求流量，而是深耕专业服务，通过线上线下结合的模式打造差异化竞争优势。
Key Insight: Amid fierce competition in the pharmacy e-commerce sector, 800Fang founder Zhang Xiaobing has chosen a unique development path - focusing on professional services rather than blindly pursuing traffic, creating differentiated competitive advantages through an online-offline integrated model.
医药电商市场概况
Pharmacy E-commerce Market Overview
自2009年创办以来，八百方作为B2B2C医药电商平台，见证了中国医药电商市场的迅猛发展。数据显示，2011年市场规模仅4亿元，2014年飙升至101.1亿元，预计今年将超过160亿元。
Since its establishment in 2009, 800Fang, as a B2B2C pharmacy e-commerce platform, has witnessed the rapid development of China's pharmacy e-commerce market. Data shows that the market size was only 400 million yuan in 2011, soared to 10.11 billion yuan in 2014, and is expected to exceed 16 billion yuan this year.
创始人背景与创业历程
Founder Background and Entrepreneurial Journey
医生出身的张小兵在医药行业已有20年经验。1995年下海经商，2005年进军广州市场，2009年创办八百方。平台名称源自古佛经"人有四百病，药有八百方"，体现了其专业医药服务的定位。
Zhang Xiaobing, a doctor by training, has 20 years of experience in the pharmaceutical industry. He started his business in 1995, entered the Guangzhou market in 2005, and founded 800Fang in 2009. The platform's name comes from the ancient Buddhist scripture "People have 400 diseases, medicine has 800 prescriptions", reflecting its positioning as a professional pharmaceutical service.
商业模式创新
Business Model Innovation
八百方采用独特的B2B2C模式：
1. 上游连接600多个品牌药店，超1万家合作门店
2. 下游服务超1000万用户
3. 提供7大类产品：中西药品、医疗器械、母婴产品等
800Fang adopts a unique B2B2C model:
1. Upstream connection with over 600 brand pharmacies and more than 10,000 cooperative stores
2. Downstream service for over 10 million users
3. Providing 7 major product categories: Chinese and Western medicines, medical devices, maternal and child products, etc.
服务差异化战略
Service Differentiation Strategy
线上服务：数百名药师、职业医生组成的专业团队提供健康咨询和用药指导
线下体验：通过"八百盟"联盟药店实现信息互通、产品互补和基于LBS的快速配送
质量保障：与中华保险合作推出"正品保险"，确保每件商品均为正品
Online Services: Professional team of hundreds of pharmacists and doctors providing health consultation and medication guidance
Offline Experience: "800 Alliance" pharmacy network enables information sharing, product complementarity and LBS-based fast delivery
Quality Assurance: Cooperated with China Insurance to launch "Genuine Product Insurance" to ensure every item is authentic
为什么不做流量竞争？
Why Not Compete for Traffic?
张小兵认为："医药电商与其他行业不同，需要消费者的信任才能维持。我们不希望用太多互联网手段去拼流量，而是更愿意把精力花在服务上。"这种理念使八百方在激烈竞争中找到了差异化发展路径。
Zhang Xiaobing believes: "Pharmacy e-commerce is different from other industries and requires consumer trust to sustain. We don't want to use too many internet methods to compete for traffic, but prefer to focus our energy on services." This philosophy has helped 800Fang find a differentiated development path in fierce competition.
未来布局
Future Plans
张小兵通过投资叮叮医生、电讯通等健康管理服务项目，构建围绕八百方的全产业链服务生态。他认为："中国最不缺的是产品，最稀缺的是服务。"这一定位将持续指导八百方的发展方向。
Through investments in health management service projects such as DingDing Doctor and Telecom Express, Zhang Xiaobing is building a full-industry-chain service ecosystem around 800Fang. He believes: "What China lacks least is products, and what is most scarce is services." This positioning will continue to guide 800Fang's development direction.
