Release date: 2016-11-14 In the past two days, I saw a new article in “ Mobile Medical Network Red†Dr.2 (“The historic opportunity of mobile medical care still belongs to the “ big and complete †platform ecology, and most of the “severe vertical†is just waiting for death! ")), advocating a large and comprehensive platform by degrading mobile medical heavy vertical projects. Although everyone has the right to express their personal opinions, the wrong view of Big V may mislead many entrepreneurs and investors need to clarify. In the face of his logically confusing article, I can only put aside the friendship with Dr.2. There are too many holes, I have to say one by one. "After Baidu was injured, mobile medical companies clearly benefited." At least the concept of medical search and medical advertising has been confused here. Medical advertisements on Baidu have indeed converged, but the number of medical information searches conducted by Baidu on Baidu has not decreased. The number of consultations of hundreds of thousands of mobile medical companies per day is related to Baidu. The daily search volume of billions is not a level at all, and the benefits obtained are very limited. Mobile medical APP has not invested enough in the aggregation, collation and matching of medical information, and it has not become the entrance to the medical information of the people. It is the medical search of 360, Sogou and Weibo, not to mention the introduction of Baidu in the medical brain. . Judging from the medical report 160 published in the report, the advertising revenue from private hospitals did not break out. "Oligarchs have formed, media values ​​have fallen, and startups have decreased." In the second half of this year, it is an indisputable fact that the market is concerned about the decline in mobile medical care. The decline in the number and quality of entrepreneurial projects is also a certainty. But if this is because the mobile medical oligopoly caused the wrong prescription. I strongly disagree with the fact that mobile medical care has formed an oligarch. At most, there are several big heads that lead hundreds of meters in the first five kilometers of the marathon. Because these so-called oligarchs are still exploring the model, they are still spinning around the medical periphery, the income sources are unstable, and there is no profit and a strong core business. They are called “oligarchs†and they are embarrassed to estimate themselves. The industry is sluggish because everyone has not found a breakthrough. The decline in the number and quality of entrepreneurial projects is due to the lack of payers, the monopolization of medical resources and the backwardness of medical informationization. A large number of hot money and speculative entrepreneurs have begun to retreat. The future medical system is really open or there are major breakthroughs in technology (such as artificial intelligence, Internet of Things, etc.). The core point of Dr.2's article is to look at the "severe vertical" and advocate "big and full platform." These two business forms have their own advantages. If you want to pull one party, you may have an ulterior motive. Medical care is a deep market. The diagnosis, treatment and rehabilitation of different diseases are very different. The population and needs of patients are very different. Small and beautiful projects have complete living space. The world's largest hospital groups, pharmaceutical companies and equipment companies cannot. If you get more than 5% of your market, you can't have heavy verticals for mobile medical care? The severe vertical projects that Dr.2 did not do well were not defeated by verticals. It was just not heavy enough. There were not enough killer apps to attract users. You see that some mobile medical projects that are doing better now are mostly from the fields of medical beauty, oral and ophthalmology (the specific name is not good), which proves that the vertical is correct, but once the field begins to be marketized, the second is Your own ability is heavy enough. The “big and complete†platform – such as Dr. 2's own startup project and the case he introduced – is appropriate in community or portal projects. Large and full means more functions, can attract different types of users, can be used to low frequency applications into high frequency, in line with the user's one-stop shopping habits. But the bad of Dr.2 is to amplify this logic to the entire mobile medical care, and intentionally or unintentionally avoid the shortcomings of "big and complete". The shortcoming of the "big and complete" platform is its advantages. Because it is big and complicated, it can't be deep. Can you imagine an APP that integrates all the services and functions of big health, big e-commerce, big medical care and big insurance? Can it meet the needs of different types of doctors, patients, healthy people and even pharmaceutical companies of different diseases in the north and south of the Yangtze River? In fact, this kind of APP is really true. Not only is the interface complicated to use, but the function is not deep, and the demand is not completely solved. I believe that the company program should quietly greet the product manager's mother every day. The construction and operation costs of the “big and complete†platform are actually very high, and the coordination of different internal businesses is also very difficult. It seems that short-term income can come from all directions. In fact, the key to growth is still one or two killer businesses at the core. Another risk of the “big and full†platform is flexibility, which is difficult to transform after changes in the external environment. Look at the old portals such as Yahoo and Kaixin. You don’t want to talk about the recent troubled LeTV ecosystem. In my opinion, the fact that the Internet ecology is BAT is qualified, and the size of Jingdong Xiaomi is still raging. Friends, have you measured yourself before doing the ecosystem? Among the more than 300 mobile medical projects surveyed by the Unicorn Studio, we found that there are many people who want to build a “big and complete†platform. Many companies have dozens of people and tens of thousands of users claim to build an ecosystem. The team is busy docking various doctor groups, private hospitals, private clinics, insurance companies and medical e-commerce, and will not hesitate to take some well-known Internet companies to become the flag. The spirit of cooperation among Chinese people is not strong, and the long-term cooperation between companies is also very rare. Moreover, cooperation is like marrying people. Some people look at the ecological eyesight of BAT construction, but they don't know that people are slowly building up after the core business is unique. You have to ask China Mobile Medical Corporation which is really at the stage of building an ecological environment. The answer is nobody. Although they are all very "writers", the biggest difference between me and Dr.2 is that he likes to predict who can live, I can only predict who will die. Entrepreneurship has been dead for a lifetime, 90% of mobile medical projects will die, the remaining 9% will give the founders the opportunity to cash out, and finally less than 1% really survived, the founder became a life mentor, every word spoken They all become quotations. Just rely on predictive accuracy, you have to believe me instead of Dr.2. 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