With the continuous improvement of per capita disposable income and aesthetics, the social acceptance of medical beauty is also increasing. In the past, few people took the initiative to say that they had undergone medical beauty surgery, but now many girls share their medical beauty experiences on the Medical Beauty APP. The ecology of medical beauty is changing, and the industry is gradually getting rid of the niche situation and is in a stage of rapid development.
The data shows that the domestic demand for medical beauty broke out in 2114. By 2115, there are about 5,111 active medical beauty institutions in China, and the medical beauty market is 51-111 billion, and this market is growing at a rate of more than 21% every year, which is higher than the average growth rate of the traditional medical industry. This growth rate will continue in the next 5-11 years. Scientific beauty represented by medical beauty is the inevitable trend of people's pursuit of beauty in the future.
in the early days of industry development, the platform was a good business. Because medical and beauty institutions are generally small in scale, numerous in number and not standardized in operation, the emergence of platform-based enterprises can strengthen the transparency of the industry through information integration, comparison and evaluation. At the same time, due to the problems of nonstandard industries and high medical risks, large platforms such as Meituan Review have not exerted their efforts, leaving opportunities for small platforms in the vertical field.
C2C& B2C
At present, the top three medical beauty apps are new, more beautiful and beautiful.
First of all, the three institutions are all platform-based and solve the three major problems of traditional medical beauty. The first is to make the price transparent, so that users can clearly understand the prices of various medical and aesthetic projects. The second is to provide a supervision mechanism. These platforms strictly certify the cooperative hospitals and doctors and supervise them in real time. The third is to create a communication space, where professional doctors will answer the questions of beauty seekers, and through questions and answers, diaries of beauty seekers and evaluation of medical institutions, community interaction will be formed to educate users and facilitate transactions.
Secondly, Medical Beauty APP mainly adopts C2C or B2C modes, and both horizontal new oxygen and more beauty adopt C2C mode, which helps users to make decisions through the feedback mechanism of users and communities; Vertical Beauty focuses on service by building its own medical beauty consulting team. But no matter which operation mode, the ultimate goal is to improve the user experience, increase user stickiness, and do a good job of incremental users.
Thirdly, new and more beautiful business projects focus on micro-shaping, e-commerce and community. Mei Bai is a whole category, expanding micro-plastic surgery with income, focusing on service and user experience. Both of them have advantages and disadvantages. New oxygen and more beautiful micro-shaping can quickly obtain registered users and customer orders, but the customer unit price and profit rate are low. The service is the core strategy of Mei Bai, and surgical intervention can accumulate the word-of-mouth effect of IP doctors, but the user scale is small.
in short, the platform of medical beauty is to get through the appeal points of user satisfaction, doctor satisfaction and platform benefits. In fact, many medical accidents now come from the excessive expectations of medical beauty consumers. The matching point between doctors and beauty seekers needs a platform to coordinate, such as whether the doctor's style is conservative or fashionable, and whether it meets the expectations of users.
compared with the new oxygen and more beautiful community model, MEBO has set up a 311-person consulting team in terms of user satisfaction. Some of these consultants are medical nursing professionals, and some of them have been engaged in customer service. After receiving regular training from doctors, they have a clear understanding of the doctor's differentiated surgical style to answer questions and risk tips for users.
the medical beauty O2O market is still a blue ocean, and the opportunity lies in providing consumers with valuable service experience. Several startup companies are in the starting stage, so whoever can grasp the pain points of consumers and the future market trend may seize the initiative and win first in the increasingly fierce market competition.