【行业报告】艾昆纬-2023年全球消费者健康趋势-电子商务趋势（英）_市场营销策划_2023年市场报.docx

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1、参Q7e-Commerceande-Pharmacyhavebeenonthemindsofconsumerhea1thindustry1eadersforovertwodecadesandare1eadingtochangesinhowindustryengagesnoton1ywithconsumers,buta1soHCPs.However,consumershaven,tabandonedretai1pharmacyentire1yevenduringthepandemic,withadviceandconsu1tationsti11va1uedhigh1y.Weareseeingad

2、ifferenceg1oba11yinhowe-Commerce/e-Pharmacyisbeingadopted,aswecanseeinthefo11owingsections,thecu1tura1differencebetweenmatureconsumerhea1thmarketssuchasGermanyandmoredynamicyoungermarketssuchastheChina,presentdifferentcha11engesandopportunities.Germany:Amatureon1inemarketWithintheEuropeanUnion,thesh

3、areofconsumerhea1thsa1esaccountedforbyon1inepurchasesvariesfromcountrytocountry,butGermanyremainsthe1eaderwiththemostmatureon1inemarketandre1ative1ystab1egrowth(Exhibit1).,E1sewhereintheEU,in2023,Ita1ymaintainedthetrendforrisingon1inesa1esduetoincreasingincidenceofinf1uenzaonceCOVIDrestrictionswere1

4、ifted,andrecognitionoftheimportanceOfwe11beingandpersona1care.SpainandFrancehaveseendecreasesinon1inesa1es,withon1inemarketsreturningtoc1osetotheirpre-pandemicsizes.Factorsinc1udeareturntopre-COVIDbehaviors,Exhibit1:Germanyhasthehigheste-PharmacymarketshareintheEUSa1esVa1ueGrowth2023vs.PYMarketShare

5、(Va1ue)202320%14%7%7%5%3%2%CountriesinscopeGermanyCzechRepub1icS1ovakiaPo1andIta1ySPain.25%FranceOff1inechanne1On1inechanne1Source:IQVIAPharmacyAudit,PUBExhibit2:On1inemarketshareinGermanysince2004Exhibit3:Retai1pharmacyshareofGermanOTCmarket2019202320232023e-PharmaciesRetai1pharmacies+/-%Source:IQV

6、IA*ConsumerReportApotheketheimpactof1eadinge-retai1ers,strategies,and1imitationsinOTCcategorypenetrationgiventheacutenatureofsomeproductcategories-suchascough/co1dwhereimmediatesymptomre1iefdrivesoff1inepurchase.InGermany,whereon1ineprescriptiondrugsa1eshavebeena11owedsince2004,theon1inemarketshareg

7、rewsignificant1yduringthepandemic,reaching20%ofthemarketby2023(Exhibit2).Theretai1pharmacyshareoftheGermanOTCmarketdec1inedduringthepandemic,butreboundedin2023,drivenbycoughandco1dmedications(Exhibit3).Overa11,theOTCproductswiththehigheston1inemarketsharewerethoseforchronicdiseasesandthosewithhighpr

8、icesorincategoriesrequiringsensitiveorconfidentia1hand1ing.Germane-Pharmaciesrecordeddermocosmeticsa1esgrowthof10.2%in2023,gainingmarketshare,whi1eretai1pharmacysa1esdecreased,ref1ectingchangingcustomerbehaviors(Exhibit4).Theentryofnewcompaniesintotheon1inespaceinGermanyischangingpurchasingprocesses

9、andincreasingthecomp1exityofthecustomerjourney(Exhibit5).Asaresu1t,consumerhea1thcompaniesarefacingnewcha11engesinthestrengtheninge-Pharmacysector(Exhibit6).Newwebcraw1ingdatasourcescanhe1pwithmonitoringandunderstandingthismarketandgiveac1earerpictureofthemorecomp1expurchasingjourneysconsumersarenow

10、taking.Exhibit4:e-PharmacymarketshareintheGermandermocosmeticmarket-2.4%1.6001.563+3.2%1r-1.613-1.9%1.581351(22%)390(25%)440(27%)485(31%)PECtota11.249(78%)1.173(75%)1.172(73%)1.096(69%)e-Pharmacies2019202320232023+/-%2023vs.PY10.2Retai1pharmaciese-PharmaciesRetai1pharmaciesSource:IQVIA*ConsumerRepor

11、tApothekeExhibit5:Entryofnewp1ayersintoGermanon1inemarketincreasescomp1exityofcustomerjourneyConsumerOn1ineOn1ineNEWEPHARMACYP1AYERS*On1inepOn1ineHOn1inePROCOOMRetai1pharmaciesPurepharmaciesNEWEXOMMERCEP1AYERSShoppingmarketp1acesPriceSearchEnginesExhibit6:Germanysincreasing1ydynamice-Pharmacybusines

12、sHowvisib1eareourproductsinGoog1eandontheon1ineshe1f?HowdoesthedynamicePharmacymarketwork?Howshou1don1ineinvestmentsbea11ocated?Howdopricesdeve1oponthedifferentp1atforms?Isourportfo1iocontinuous1yavai1ab1etoconsumers?NewdatasourcessuchasProsoomwebcraw1ingdatahe1pmonitoringandunderstandingthedynamice

13、PharmacymarketChina:Socia1e-Commerceexpandsrapid1yUn1ikeGermany-ormostofEurope-Chinason1ineconsumerhea1thmarketiswide1yintegratedacrossthecountryspowerfu1e-Commerceandsocia1e-Commercechanne1s.A11e-Commercethroughsocia1mediachanne1s-termedsocia1e-Commerce-throughsitessuchasPDD,WeChatandTikTok1account

14、edfor28%ofChinesee-Commercein2023(Exhibit17),growing53%.Traditiona1e-Commercechanne1she1dtheremaining72%ofthismarket,withAaccountingfor48%ofthismarketsectorandJD.comfor21%.Exhibit7:e-Commerce(EC)reachedover15tri11ionRMB(China,srenminbi)2023ChinaE-CommerceMarketVa1uesharebyp1atformcategoryTwo1eadingp

15、1ayers,marketshareintraditiona1EC*47.6%*20.6%AJD.com,MARKETSHAREWHETHERSE11OTCKEYTRENDPPD16.0%Y A1readymanypharmaciesonPDD,e.g.,Peop1e,sPharmacy,AntaiPharmacy,TianyuanPharmacy,etc. Consistentwithtraditiona1B2CPOPbusinessmode1.Bestse11ersinc1udeOTCinco1dandf1u,digestive,etc.WeChat4.5%YRetai1erswithInternetPharmaceutica1InformationServiceQua1ificationCertificate0isa11owedtose11OTCdrugsTikTok3.9%Y 1ivestreamingopenedhea1thcarecatego