Release date: 2016-12-01

On November 28th, the medical device B2B platform “Beiden Medical” announced that it has obtained a round of financing of RMB 65 million. The investors include Zhongwei Fund, Oriental Fuhai and Puhua Capital. In June 2015, Beiden Medical received a 30 million yuan Pre-A round of financing for sharing investment and Shenzhen Pengrui Investment Group Co., Ltd.; previously, Beiden Medical also received angel investment from Jingkui Capital.

Beiden Medical is a medical device B2B platform established in Nanjing. The company was founded in 2010. Beiden Medical mainly serves upstream and downstream medical device distributors and some private medical institutions by purchasing from upstream medical device manufacturers.

Ding Haibo realized that the most needed B2B service is not simply information, but the service that he hopes to land. Prior to the transformation of the medical device B2B platform, Beiden's business scope was very wide, including various industrial products. Later, Ding Haibo gradually found that if the business scope is too broad, supply chain management and service focus are difficult to achieve. Therefore, Ding Haibo judged that B2B must focus on a certain more subdivided field to have an opportunity.

In 2014, after analyzing the ERP customer database, Beiden’s medical customers accounted for an increasing proportion, so it strengthened its research on the medical device circulation industry and spent half a year on the pain points of the medical device circulation industry. The company slowly focused on the field of medical device circulation, and gradually formed a new type of channel and circulation format for medical devices with self-operated core and heavy vertical.

Ding Haibo believes that the biggest pain point in the domestic medical device circulation industry is that the channels are super-distributed and the concentration is very low.

Although domestic medical device manufacturers are encouraged and supported by the policy, there is a huge bottleneck in the industry, that is, the channels are super-distributed, which not only restricts the development of domestic medical devices, but also brings a lot of troubles to the procurement of medical devices by terminal medical institutions.

For manufacturers, due to China's vast territory, it is difficult to achieve direct sales; and because there are nearly 180,000 medical device distributors in the entire industry, these small and medium-sized medical device distributors have the advantage of localization, and local medical institutions often There is a long-term deep connection and it has become an important force that cannot be ignored. If manufacturers want to achieve a truly nationwide sales network, they need to find thousands of agents, and the entire process of “finding, cooperating and managing” agents is often more difficult. Therefore, only a small number of large medical device brands have the ability to establish nationwide sales channels.

In response to this industry pain point, Beiden Medical hopes to "make medical device procurement easier." Ding Haibo said that Beiden Medical has become an emerging, national and efficient sales channel for medical devices. At present, Beiden Medical has integrated nearly 50,000 dealers, which can basically complete the coverage of hospitals in major regions of the country. With this platform, Beiden can help medical device manufacturers achieve nationwide reach and sales of products, so that medical device manufacturers can focus on R&D and production, and solve their market sales worries.

Beden Medical

Ding Haibo introduced, first of all, small medical device manufacturers will welcome cooperation with them because they lack sales channels or sales channels are not perfect. With the use of Beiden Medical, products can be quickly sold to the whole country. Second, large medical device manufacturers are also willing to cooperate with them. Mainly for two reasons: First, the big manufacturers themselves have agents in the local area, but the agents enjoy the brand dividends and continue to expand the power of emerging markets. With the increasing investment in private medical care, manufacturers are more eager for emerging markets, and they hope that new distributors will cover these emerging markets and gain market share.

Ding Haibo said that the success rate of the contract between Beiden Medical and medical device manufacturers is very high. At present, Beiden Medical has reached cooperation with more than 300 domestic medical device manufacturers, including: Mindray, China Resources Wandong, Yuyue Medical, Sannuo, Philips, 3M and so on.

In addition, around the B2B platform, Beiden also has the following business modules:

First, the service network of national after-sales engineers. In view of the painfulness of the after-sales service of some medical device manufacturers, Beiden Medical adopts the mode of drip taxis, integrating nearly 20,000 medical device engineers across the country, establishing databases according to their professions, geographies, etc., and then helping manufacturers to The location of the end customer and the specific needs, localized matching, to help them do after-sales service.

Second, integrating new media platforms for medical devices, Beiden operates or invests in a number of public media new media platforms for medical devices. It hopes to make the new media platform the entrance of precise traffic, and change the effect of traditional exhibitions to an increasingly unsatisfactory situation.

Third, the supply chain financial platform provides financial support for fast-growing private medical institutions.

Fourth, we will build an emerging cross-border e-commerce platform to help Chinese medical device companies go global and package and export the best Chinese brand medical devices abroad.

Source: billion euro network

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