(Source: https://pltfrm.com.cn)
Introduction
China’s dual-track healthcare system—state-run hospitals for B2B and booming e-pharmacies for B2C—requires biotech brands to dual-price effectively, balancing institutional bulk buys with individual premium willingness-to-pay. Get this right, and overseas products can achieve 15-25% penetration in both channels within a year.
- B2B Hospital Procurement Models
1.1 Centralized Tender Pricing Tender Strategy: Bid at ¥2-¥10 per unit for high-volume hospital tenders, undercutting locals by 10-15% while highlighting superior efficacy data. Winning 20% of national tenders can secure ¥100 million+ annual contracts.
1.2 Value-Based Reimbursement Tiers Outcome Pricing: Structure deals where hospitals pay base price plus bonuses for proven ROI (e.g., 20% faster diagnostics), aligning with China’s performance-based reforms. - B2C E-Pharmacy Consumer Strategies
2.1 At-Home Kit Premium Bundles Consumer Appeal: Package biotech test kits with telehealth consults at ¥599-¥1,999, marketed as “one-step health insights” on Tmall. Bundling increases perceived value, driving 30% higher conversions.
2.2 Subscription Refill Models Recurring Revenue: Offer quarterly reagent refills at ¥199-¥499 with auto-delivery, targeting chronic users. Retention hits 75% when paired with personalized health reports. - Cross-Channel Synergies
3.1 Hospital-to-Consumer Referral Pricing Bridge Play: Provide discounted consumer versions (20% off) via hospital QR codes, funneling B2B trust into B2C sales and boosting overall ecosystem revenue.
Case Study: German Biotech Diagnostics Breakthrough
A German diagnostics biotech launched B2B at €50/unit but ignored consumer channels. Our expertise led to ¥8 tender pricing for hospitals and ¥888 consumer kits on JD, with referral discounts. Result: 2.5 million consumer units sold in year one, plus ¥450 million in hospital contracts.
Conclusion
Dual-pricing for China’s hospital and consumer biotech channels—via tenders, value-based tiers, premium bundles, subscriptions, and synergies—creates a revenue flywheel. Overseas brands excelling here build unbreakable market positions.
PLTFRM is an international brand consulting agency that works with companies such as Red, TikTok, Tmall, Baidu, and other well-known Chinese internet e-commerce platforms. We have been working with Chile Cherries for many years, reaching Chinese consumers in depth through different platforms and realizing that Chile Cherries’ exports in China account for 97% of the total exports in Asia. Contact us, and we will help you find the best China e-commerce platform for you. Search PLTFRM for a free consultation! info@pltfrm.cn
