In the entertainment way to popularize the professional knowledge involved in medical beauty; also help plastic surgeons to create personal IP, improve industry influence.
With the rise of the “Yanyuan Economy”, the medical and aesthetic plastics industry has ushered in rapid development. At present, China has become the world’s second largest medical beauty market and one of the fastest growing countries in the world. According to Frost & Sullivan’s forecast data, China’s medical and beauty market will maintain a 24.2% compound annual growth rate in 2018-2023, and is expected to surpass the United States in 2021 to become the world’s largest medical beauty market.
In recent years, there have been many entrepreneurial projects around medical beauty, involving entities such as physical beauty clinics, medical beauty O2O platforms, and medical and financial services organizations. Most of the functions are mainly reflected in “planting grass” and reducing Decision-making/transaction costs cover less demand for doctor-patient connections, personal branding, and helping patients find good doctors.
For this market gap, the recent contact “female devil heads to” is a hot topic The concept of cutting into the production of medical beauty related content, and entertainment to the public to popularize the expertise involved in medical beauty; also help plastic surgeons to create personal IP, improve industry influence. In June of this year, “The Devil’s Head Drive” has been obtained led by the joint venture, Ruixin Shunying Investment Fund, and a number of funds /span>10-level Pre-A round of financing; In January last year, it completed the million-yuan angel round of financing for Haishu investment.
The content matrix of “The Devil’s Head Drives” includes various forms such as big variety, short video, PGC live, audio, graphic, interactive social content e-commerce, etc., to carry out multi-faceted content operations. Up to now, the “female devil head to drive” has accumulated nearly 5 million fans across the network, and cooperated with nearly 1,000 organizations and thousands of head experts and doctors. In the absence of content promotion expenses, the total number of hits on the whole network broke 600 million.
Understood, the founder of “The Devil’s Head Drive” has been in the media industry for nearly 15 years. He has worked as a producer of many talk shows and large-scale variety shows in Beijing TV, Shenzhen Satellite TV and Anhui Satellite TV, such as celebrities. Tang, perfect meal, etc.; after jumping out of the system to try to create content, everyone’s attention at that time is generally concentrated in the relatively mature market of maternal and child, car, beauty and other markets, medical beauty is less involved. Hao Ge initially tried to introduce content copyright from Korea, which is developed in the medical and aesthetic industry. However, the content of South Korea was somewhat unacceptable in China, so he tried to create original programs to fill the market gap.
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The second half of 2017,”The devil heads to drive” launched the first season of the show, the main form of the program is to focus on a beautiful topic to do talk shows, such as hydrating, acne, nasal synthesis and other planning issues, by guests (including medical experts and medical Meida People) discuss layer by layer to help the audience understand the expertise involved;
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The second season of the first half of 2018 is lighter and more interactive, similar to the Mars Intelligence Agency;
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In the third quarter, “The Devil’s Head Drives” is transformed into a medical and beauty variety, which can be understood as “The If You Are the One in the Medical and Aesthetic Circles”. There are 12 issues in the whole season, and 1 star guest + 4 in each issue. Authoritative doctors + 2-3 beauty seekers, around a social topic derived from medical beauty, in order to achieve the “breaking circle” and “cross-border” of medical communication, the program will be 11 am on October 18 In the love of Qiyi on the line.
The third season of the “Devil’s Head Drive” launch conference
Haoge said that the company has set up a team of more than 10 people around content planning. Based on the needs of the audience, it will focus on professionalism, entertainment, socialization and other aspects. Plan the program form. In other content areas, “The devil heads to drive”Internal investment has hatched the medical and beauty MCN organization – Le Orange Culture (formally established in July 2019), has been successful Signing microblogging, Taobao, vibrato, fast hand, small red book and so on.
It is also the company’s commercialization direction that is iteratively synchronized with the program format. Hao Ge believes that the medical beauty content is still the industry of early sprouting development. The original idea is to make advertising fees for the program, and cooperate with too many Putian hospitals, but found that these hospitals often only value conversion rate, not pay attention to word of mouth, even The income generated is considerable, but it is contrary to the company’s philosophy of conveying professional science knowledge; therefore, the company turned its direction and began to position itself to help doctors spread (also help users find good doctors), and in the form of topics (such as medical beauty) Talk show) to introduce medical beauty.
In the commercial exploration, in addition to advertising – for the efficacy of skin care products manufacturers, “female devil head to drive” internal investment incubation of the “strict selection of medical and beauty products + content consulting integration” The station-based solution “face value password”, the service content includes a rigorous evaluation of the global head medical beauty brand, which is based on the upstream medical beauty manufacturersOut of the joint product, users can purchase one-stop through its platform, and also provide excellent doctor appointments and other related services. Hao Ge also revealed that in the future, he will explore the business related to doctors’ knowledge payment.
face value password
Shao Weizhi, the partner of “The Devil’s Head” and the founder of “Yen Value Password”, said that the reason for the creation of the brand is Because the medical and beauty projects basically need to be in the medical institutions Completion, giving users a very large sense of distance and decision-making cost and cycle, and “Yen-value password” wants to let everyone understand the role and effect of skin management in the simple and intuitive way, so as to reduce the The fear of medical beauty projects reduces the cost of user decision-making; in addition, it can also connect IF or low-frequency items such as water-light needles, picoseconds, and gold micro-needle through relatively low-frequency functional skin care products. /span> Ultimately boosts the development of the entire medical industry.
In terms of industry competition, “adjustment and huh?” The short video science is mainly based on the “female devil head” and wants to use the big variety to break the circle.