With the investment wave of mobile Internet coming to an end, the huge but untapped service market of medical care has become one of the most important battlefields for various capital competitions. However, China's medical service market has its own multiple difficulties, which severely restricts the development of Internet medical care. So far, Internet medical still has not found a business model that can be quickly copied. This has made investors increasingly cautious, and the entire market has gradually shifted from a warm start to a calm, but it has also made the debate about the future development path of Internet medical care stronger. According to the development path of the traditional Internet, light assets and direct-oriented C-end consumers are standard. Even if a large number of people are pushed to the later stage, it is mainly the allocation of labor costs, and there is no heavy assets. Directly to consumers, it helps to cultivate loyal users, through the service and products, allowing users to repeatedly consume on their own platforms and produce word-of-mouth effects, and ultimately achieve rapid growth. This development idea coupled with a large amount of funds in the early stage to shop the market can quickly occupy the user and eventually form a monopoly in the market, and ultimately defeat the opponent. However, in the field of Internet medical treatment, this method has completely failed, and the market share of taking money out of it cannot be converted into revenue. All of this stems from the fact that Internet medical care cannot leave the hospital and doctors' services, and the doctor's services need to be based on the complete set of mature medical service systems, but this has not been constructed in China. First of all, the Chinese medical system lacks service standards. In the absence of a unified national standard of care and services, the standardization of service problems caused by different sources of online doctors cannot be solved. To solve the problem of service standardization, it is obviously necessary for the government and the market to jointly promote it. Internet companies alone cannot do anything. The lack of service standards also makes it difficult to unify the standards of payment systems. The national unified CPT code like the United States has not really been established. How do you charge for various diseases online, and what kind of treatment standards do you need? These are currently paid in the market, and they can only rely on the price of each company, which makes users feel at a loss. Because the service does not have a standard product, it will lead to different services, and the user's willingness to pay can be imagined. Second, the fragmentation time does not guarantee the quality of the doctor's service. Currently, light-asset Internet medical companies rely on doctors' fragmentation time in existing medical institutions to provide services to users. Doctors first lack economic motivation. Chinese doctors currently rely mainly on drugs and instruments to make money, and their interest in earning meager service fees is always small. Even if the economic power of doctor services is opened, the doctors in large hospitals are already very strong. Even if they are willing to provide services to users, they may be very busy and unable to respond to users in time. This will result in a poor user experience and ultimately Unable to continue. The doctors in small hospitals are too apt, and patients do not need to seek their services online, but can go directly to the clinic at home. Moreover, the premise of the doctor's fragmented time service model is still a strange doctor-patient relationship, which does not help to improve the quality of service. Moreover, Chinese doctors are not free to practice, they are often involuntarily, how can they expect them to maintain 50% additional services. Again, Internet health as a whole lacks payers. Medical insurance does not have refined management capabilities, and commercial insurance is too weak to be a payer for Internet medical care. The United States is pushing the payment in the Internet medical field precisely because the payer is in charge of the fee, which leads to the lack of core driving force for Internet medical care in China. Although all parties in the market are now seeking a solution path for payment, the difficulty is quite large. It is more promising to seek a breakthrough in the self-funded field that needs strong but insurance has not covered. However, the development in the self-funded field will be slower and the market will never be able to grow bigger, which will still seriously restrict the development of Internet medical care in the future. From the above analysis of the C-terminal light asset model, the current development of this model is subject to the medical service system, even if a large number of users are unable to realize. This is why Internet medical companies have moved offline to open clinics. However, the difficulty of the C-side heavy asset model is still very large. First, offline chain clinics still need to specify standards, and this is not a one-step process. It takes a long time to develop and implement the standard and can be implemented after the user is approved. Second, how to ensure that your own doctors use the entire period of time to serve online users in parallel. How to establish a family doctor system based on acquaintances or doctors is the key. Third, the issue of the payer is still unresolved, and unless the complete integrated medical closed loop is provided, the clinic alone cannot solve the core problem of payment. If you rely solely on medical insurance, the clinic can only return to the old road of profitability of products, and finally lose the word-of-mouth effect of service. Therefore, the C-end is not currently a very good entry path. However, under the inertia of Internet thinking, investors always believe that the C-side user base is large and the imagination space is large. But this is just like the principle of doing O2O ten years ago. The imagination space is big. If the basis of operation is not, everything will eventually return to zero. Therefore, the current development may be more appropriate for the B-end, and can avoid the various difficulties faced by the current C-end. But this does not mean that the B end is easy to succeed. Due to the high level of imperfections in China's offline medical system, it is now necessary to do the most important mode of Internet medical care - integrating medical care, which is actually the most likely path to success in offline medical services. But this model is too heavy, only the giants can operate, and the ultimate success of this model will inevitably require long-term patient holding of industrial capital and continuous investment and operation after 10 years. The B-side light assets are easier to operate, such as remote imaging diagnostics and remote ECG diagnostics. These models mainly help to establish a platform between medical institutions and have certain free doctor resources. It is relatively easy to develop, especially if it can cooperate with some large hospitals with good quality, the speed of development will be faster. However, B-side light assets need to negotiate with a large number of public medical institutions, which is more difficult than the mode of directly acquiring C-end users. But the benefit of B-side light assets is that as soon as the gap is opened, explosive growth will soon be achieved, and many of the B-ends are standardized, reproducible and easy to expand. Overall, due to the complexity of China's health care system, the development of Internet medical care in China will be very difficult. At this stage, the B-end has more market prospects, but once the issuer and standardization issues can be resolved, the C-end market will achieve rapid development. However, the so-called C-end market is not the user, but the C-end controlled by the payer. In the final analysis, medical services are a B-end market, and Internet medical care is no exception. The imagination space and the mobile Internet are completely two worlds, and the two cannot be equal. 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