The first store of Lilac Clinic closed the Internet medical offline situation to be solved

Economic Observation Network reporter Zhang Ling Intern reporter Mao Zhicheng On August 22, the Lilac Clinic Hangzhou Binjiang Store ended the last day and officially closed.

This quietly tested clinic, six years ago before the attention of everyone: It is the first offline general clinic opened by the Internet medical company "Lilac Garden", and it is also the first Internet medical company in China. Go to the clinic.

After the Hangzhou Binjiang Store was closed, the lilac clinic currently only stores Hangzhou West Store and its stores in Fuzhou, Fujian.

The staff of the Chengxi store of Lilac Clinic told the Economic Observation Network: "Binjiang Store is no longer open, and now it is merged to Chengxi Store. Patients can come to Chengxi Store. As for whether the city west store will be closed or merged in the future, we have not received a notice yet. ","

According to the official statement of Lilac Clinic, closed stores are "upgrades to achieve the scope of hardware environment and service." A number of industry observers who communicated with the Economic Observation Network reporters sighed more about the disappearance of Binjiang Store.

In the past few years, in addition to Lilac Garden, a group of Internet medical companies such as Weiyi, Medical Federation, and Chunyu doctors have not been so flat for offline medical exploration.

The discussion of offline business of Internet medical companies has been lifted again.

Tide

In 2015, Lilac Garden was planned to build clinics. In 2016, the Hangzhou Binjiang Store of Lilac Clinic opened.

This clinic is dedicated to solving the diagnosis and treatment of chronic diseases, common diseases and small trauma in the community with reference to the US general medical system model. It covers an area of ​​about 800 square meters. There are 9 clinics such as pediatrics, small first aid, adult clinics, and B -ultrasound. The dozens of doctors who first joined were from public hospitals.

At that time, the expectation value of the clinic at Lilac Garden was very high. Li Tiantian, the founder of Lilac Garden, believes that Lilac Clinic is an ideal and real offline restoration. "The clinic is a link in Internet medical care. If there is no clinic, many Internet products and services cannot try it."

There are roughly two private hospitals in China, high -end general clinics or specialist clinics for high -income people, and private hospitals that are completely profitable. Lilac Clinic hopes to bypass these two models and position themselves as "mid -end general clinics, provide common diseases, multiple onset, chronic disease diagnosis and treatment services, and establish consulting services before diagnosis and treatment." Optimize medical resources and re -allocate.

The choice of Lilac Garden has its policy background. In 2014, the National Health and Health Commission formally proposed the term "remote medical care", and Internet medical treatment broke out immediately. In June 2015, the National Health and Health Commission issued the "Several Policies and Measures on the rapid development of social medical treatment", and then the country ushered in the social wave of social medical treatment.

At the same period of the first offline clinic, Chunyu Clinic signed a contract with more than 300 medical institutions. In March 2017, the first full department center of Weiyi was officially opened, and 100 general science centers were planned to be completed within three years.

Entrepreneurs and capital continued. For a while, the Internet medical offline clinic was booming.

The Internet medical treatment floating in the air first stepped on the ground. In those two years, almost all medical forums were hotly discussed. Internet medical companies walked from online to offline. Does this kick off the prelude to subverting medical care?

In the following years, the clinic clinic failed to open a new store densely and widely. In August 2016, the second store of Lilac Clinic Hangzhou City West Store opened. In August 2017, the third store opened in Fuzhou, and no new stores were opened since then. In November 2021, the daily operation of the lilac clinic was taken over by the international medical brand Jiahui Medical. In August 2022, Binjiang Store closed.

Tide

"The epidemic only accelerates their business adjustment progress. The short -sighted characteristics of capital will inevitably lead to short -term profit projects that will be shut down and transferred." Said Zhang Liangping, CEO of Dr. Zhuo Zhuang.

From the perspective of the industry, Lilac Clinic is just one of the directions of the attempt of Lilac Garden, and it is a trial and error of capital.

Different from the flexibility of the Internet, self -built clinics have a lot of money and high risks, and operations take time and brand accumulation. "Lilac Clinic is not an absolute failure. The general medical treatment was very hot, but the landing was not good." An industry insider told the Economic Observation Network: "Unfortunately, there is no survival soil in the entire social environment."

Internet medical offline clinics are generally divided into two models: light asset cooperation operation model, represented by Dr. Chunyu; heavy asset self -built model, and Dingxiangyuan.

The Chunyu Clinic has closed all offline stores in 2016, and most of the cooperation agencies have not been able to operate in actual operation.

Similarly, after the early capital promotion, the offline business of many Internet medical companies also entered a bottleneck period. The central department of the micro -medicine has only opened less than ten; Penguin almonds were merged into the Medical Federation Group after upgrading to a future doctor and closed some outpatient clinics.

"This batch of clinics such as Lilac Clinic, the original penguin almonds, and other Internet medical backgrounds, when the capital is invested, most of the portraits of the clinic for the target audience are based on imagination." Zhang Liangping believes.

Costs, profitability, traffic monetization, medical insurance and commercial insurance payment, etc., are always overwhelming on the Internet online clinic. In the past two years, the environment has underwent down and the epidemic has increased pressure.

Zhao Heng, the founder of the Diary of the Medical Strategy Consulting Company, analyzes the Economic Observation Network: "The Internet and high -end are mutually exclusive relationships. Internet services are small and high -frequency, high -end medical services are high and low frequencies." Important resources are doctors. All -scientists with deep qualifications and strong abilities must be attracted at high prices. A doctor of a three -level hospital said that the patients and income of public hospitals are more guaranteed. The doctors around them basically do not choose to go to the Internet offline clinic: "This kind of clinic is difficult to find a suitable doctor. How to plan career prospects? Good doctors can leave if you can't keep him. "

Including micro -medicine and clinics, the operating costs of non -public medical clinics are high, and there are also certain barriers to medical insurance systems, which is not attractive to most patients.

There was no running business model. After the epidemic started, the Internet medical offline clinic was struggling to accelerate the reshuffle. "Now many public hospitals' business and income are declining, and the amount of patients is not as much as possible. Public hospitals can carry it, and the Internet offline clinic may not be able to lift it." The above doctor said.

forward

Data released by the National Statistics Center show that as of the end of 2021, the growth rate of the number of clinics nationwide decreased from 7.82%in 2020 to 1.09%in 2021, and the maximum value of the clinic in the past ten years.

"China Health and Health Statistical Yearbook 2021" shows that 23,500 non -public medical institutions across the country have a total loss of 130 billion yuan a year, with an average loss of 5.53 million yuan.

"Do offline medical care must have a certain density, the flow is large enough, and it must be patient." Wu Shijun, the secretary of Eye Ophthalmology, analyzed: "Of course, it is not enough to win the speed. Little Mara big car. "

Wu Shijun also believes that "China is the world's largest population, and has enough multi -level medical needs. It should be optimistic about the development of the Internet clinic."

The roadstone is still there, and the rushing person is still pouring in, crossing the river by touching the stones.

In July 2022, global Internet giant Amazon announced the acquisition of One Medical, which has 188 offline clinics. In August 2022, bytes, hesitated to spend 10 billion yuan to acquire the United States and China. Many Internet medical companies are also continuing to invest in offline medical care.

A senior practitioner in the field of Internet medical care believes: "Capital does not have much significance to the Internet clinic, the medical risk is high, and it is dangerous to intervene too deep."

Under the pessimism of the industry that is generally permeated, some people are thinking about the hope of the Internet clinic? Zhang Liangping believes that there may be a lot of room to play at the grassroots level: "All the advantages of the Internet diagnosis in the county are not convenient to see a doctor in a large city; more and more doctors who practice more; Coloring. If the brand clinic of the Internet platform background can reach and support high -quality doctors to take root in the county, there will be a large market. "

Regarding the low tide of the current Internet clinic, Tu Honggang, chairman of the medical tank software, told Economic Observation Network: "There are no bad industries, only those who are not doing well will always continue to visit the road. The pessimistic person will always be correct, but the market will Belongs to optimistic people.

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