This article comes from: 飞 观 , text: Wei Chuzheng, head picture from: ICphoto
Is it good to make money by doing medicine?
According to a report released by Deloitte Consulting, the market size of Chinese medical beauty in 2017 reached 192.5 billion yuan, ranking second in the global medical beauty market. Deloitte also predicts that the Chinese medical beauty market is expected to reach 481 billion yuan in 2022, ranking first in the world.
According to estimates, China’s medical beauty market will maintain an average annual growth rate of 30%. There is no doubt that this should be a considerable 100 billion-level large market.
A “2019 Chinese Medical Aesthetics Industry Trends Research Report”, also sourced from iResearch, shows that 60% of China’s young consumers are clearly willing to try medical aesthetics projects. The main consumers of the medical beauty program are among women aged 18-40, but as of 2017, the penetration rate of female medical beauty users in China was only 7.4%, which is far lower than the 42% penetration rate of Korea, a major cosmetic country.
From the data, China’s medical beauty market has huge potential. For many of them, this is a vast world and still has great potential.
Back to the original question, is it good to make money by doing medicine?
I believe that when many people hear the word medical beauty, the first impression that flashes in their heads is: consulting advertisements and bay windows scattered around in search engines. This seems to give the impression that Yimei is a gold mine, and anyone can come in and buy gold.
The above data also seems to indicate that China’s medical beauty market has huge potential, and there is still ample room for growth on the demand side. But is reality so beautiful?
According to the data of the company’s investigation, the number of companies cancelled in the domestic medical beauty industry in 2016-2019 shows a clear upward trend, and in 2018, 34,508 companies were cancelled. A commercial director of an online medical beauty platform said that 201In the past 8 years, the medical and aesthetic institutions have a 10% to 20% elimination rate, and the turnover rate has also increased by about 30%.
In 2018, Venus, the founder and CEO of Neo Oxygen, spoke at the 4th Asia-Pacific Medical Aesthetic Industry Awards Ceremony of Neo Oxygen. Medical aesthetic institutions are losing money on a large scale. Many people think that only 30% of the Chinese medical aesthetic industry It is profitable, and even more pessimistic people believe that only 20% of institutions are profitable.
By 2019, more data show that a total of 2,600 medical beauty hospitals closed down throughout the year. If most of the failures of the previous failures were only small and medium-sized medical beauty institutions, then by 2019, large and medium-sized medical beauty hospitals will not be able to survive in this wave of failure.
I believe that after 18 to 19 years of collapse and the outbreak at the beginning of this year, the integration of the medical beauty industry will continue to accelerate. Numerous medical beauty test players have quietly left the field after touching their noses. The head player will have a wider world for galloping.
It’s not just the medical beauty industry. Starting in 2018, a common topic in many industries is: change. Why change? How to change? It is a hot topic that many entrepreneurs and entrepreneurs pay close attention to.
I dig into the industry shuffle: users change, things change
The earliest medical and aesthetic industry in China was born in Shanghai in the 1920s, when China’s first plastic surgery clinic was born.
After the founding of the People’s Republic of China, burn and plastic surgery and dermatology departments appeared in some public hospitals. At that time, the best public plastic surgery hospitals in the country were the Badachu Hospital in Beijing and the Ninth Hospital in Shanghai.
With the reform and opening up and the establishment of a market economic system, the medical aesthetics industry embarked on a market-oriented path in 1997. Among the most representative institutions are Beijing’s Imel and Sichuan’s Huamei Plastic Hospital.
When Yimei first landed in China, it was because of traditional values. Many people have a resistive and skeptical attitude towards medical beauty, and medical beauty cannot enter the public’s vision.
Until 2003, “artificial beauty” Hao Lulu was born. At that time, more than 300 media reported “artificial beauty Hao Lulu”. She not only appeared on the CCTV recording program, but was also named “Beijing Weekend” Character of the year.
Hao Lulu herself is a returnee, she has received dozens of plastic surgery on her whole body.Surgery, with a total value of more than 400,000 yuan. Including medical and beauty projects such as head and face improvement, breast enhancement, hip lifting and liposuction. As a sensational figure at the time, she played a significant role in the popularization and education of medical beauty in China.
Hao Lulu was interviewed by the media after surgery
After Hao Lulu, a lot of beauty plastic surgery programs and activities have also become popular.
In 2004, the Organizing Committee of the Miss Universe China Contest held an artificial beauty contest. In 2005, Hunan Jingshi broadcast the plastic surgery show “Angel Love Beauty”; in 2006, Qilu TV broadcast plastic surgery The reality TV show “Cinderella and the Swan” was hosted by Hao Lulu.
Under the media reports and the continuous promotion of medical beauty institutions, the surge of plastic surgery in China at that time. Even on the Spring Festival Gala stage 20 years ago, Aunt Bai Yun, played by Song Dandan, blurted out in the sketch: “I plan to be a skinny!”. The upsurge of medical beauty among the whole people has made Medical Beauty firmly established in China.
At that time, the business of many medical and aesthetic institutions was very hot. The doctors went to work at 8 am and came out of the operating room at 8 pm. There was no time to receive clinics in the office. It was also from that time that the sales role of consultant was born.
Twenty years have passed. With the increase of the domestic consumption level, the medical beauty service has gradually changed from a variety consumed by a few people to a mass consumer product.
Medical beauty projects such as beauty, shaping, and tooth whitening have become very common, while home medical beauty, deep skin management, and oral beauty projects have become new trends and trends of development.
The medical beauty industry has been rooted in China for more than 20 years. The current tide of the collapse of the medical beauty industry also marks the reshuffle period of the medical beauty industry. The drastic changes in the industry reflect the huge changes in the demand side of the market. The younger generation of medical beauty consumers is completely different from the previous generation of consumers.
So what are the characteristics of the new generation of medical beauty consumers?
1. The new generation is becoming the main force, which is both a beauty seeker and a person who understands beauty
With the penetration of mobile Internet and social media, the post-90s generation who grew up on the Internet have a better understanding and awareness of medical beauty. They can get everything they need from massive amounts of Internet information.
Data source: iResearch
Hao Ge, the founder of the fashionable medical beauty from the media “Devil’s Head”, said in an interview that she had met a young medical beauty consumer and she introduced her medical beauty experience: < / p>
The consumer wants to reshape the nose. When she went to see a doctor at a medical and aesthetic institution, she made a PPT herself.
In that PPT, the consumer showed the photos of the front and sides of his nose from all angles. In her communication with the doctor, she carefully explained to the doctor which areas she was dissatisfied with and what changes she wanted to make.
All the details were communicated to the doctor without a word, and the doctor and the consumer completed the treatment plan of the entire project together.
This case is very representative. The post-90s and even post-00s consumers are no longer like the previous generation.Like others, they are eager to participate in the process, not just as passive recipients of a service.
In fact, this can bring thinking to the transformation of many medical and aesthetic institutions. Nowadays, with the increase of information transparency and the speed of transmission. In the past, the information advantage established by relying on information asymmetry has basically disappeared. The traditional flicker, random pricing and dazzling package discounts have made consumers physically and mentally exhausted.
For young consumers, the best way to gain their trust is to involve them in the entire project. This is especially important as a bystander.
2. The “light medical beauty” project with higher standardization attracts more attention
According to the relevant data in Ai Media Consulting’s “China Light Medical Beauty Consumption Trend Research Report 2019”, light medical beauty intention consumers can accept a single light medical beauty consumption accounting for 94.3% , Accounting for 42.8% of 3,000 yuan to 10,000 yuan.
Data source: iResearch
In other words, in the choice of “spending money to become beautiful”, most consumers are more willing to do “fine adjustment”, which also means “light medical beauty” that is easier to standardize and commercialize.
With the frequent reports of medical beauty accidents in recent years, many consumers have begun to rationalize the consumption of medical beauty, and they have gradually established that medical beauty is at risk. Try not to use the knife as their new choice.
3. Pay more attention to “post-medical” consumption
Medical beauty projects have become a lot of “Asian Gang” projects for post-90s and post-00 women groups, but the regular medical beauty programs themselves have the characteristics of high unit price. Therefore, the frequency of consumption cannot be particularly high in one year.
So many consumers of medical beauty have gradually begun to favor some functional care products to maintain and prolong the effect of medical beauty programs.
The female devil headed to the founder Hao Ge to introduce that a shuiguang needle is more than 10,000 yuan, and many consumers are unlikely to consume it often. After completing a medical beauty project, they will choose to buy some hyaluronic acid stock solution and essence to extend or maintain the effect of the water light needle.
The founder of a large medical and aesthetic institution also said in an interview with us that because of the epidemic, the institution did not fully resume work. The team considered internally to provide consumers with a batch of functional skin care products and skin care products on a small scale. At first, the purpose was to maintain and give back to their core customers.
As a result, many customers are quite satisfied with these products. Many consumers are adding orders one after another, and the sales of these new products are now considerable.
The post-90s and post-00s consumer groups have a higher average education level and are more rational in their consumption choices. They still attach great importance to cost-effective factors when consuming. At the same time, due to their in-depth understanding of medical beauty projects and products, they will also make more personalized and customized choices based on their actual conditions.
It can be seen that the medical beauty consumers have quietly changed, and it is not difficult to understand why many medical beauty institutions’ online promotion and online pull-down have not worked.
In an interview with us, the founder also combined with the current situation, said that in the future, the entire medical aesthetic industry will further accelerate the digital transformation. The traditional medical customer marketing methods of medical aesthetic institutions are facing changes, and search engine marketing accounts for There will be a certain decrease in the ratio.
According to our interviews, the medical beauty agency has already bid farewell to the traditional search engine channels, and has begun to deploy its own private domain traffic pool. I believe this is also an inevitable choice for other medical and aesthetic institutions in the future when facing a traffic crisis.
Second-to-many, just look beautiful
A few days ago, according to an authoritative Internet technology media report, a photon skin rejuvenation project appeared on the activity page for the group of more than 10,000 people, and institutions such as “aist Aist Medical Cosmetology Hospital” also officially settled on the platform.
After placing an order at the flagship store of Pinduoduo “Aisite Medical Cosmetic Hospital”, Pinduoduo will give the consumer an electronic redemption code. Consumers only need to show the redemption code to the hospital at the scheduled time for consumption. Just fine.
Face wrinkle and face-lifting needles provided by this shopBoth the Korean and Korean style eyelids can be put together into groups, and the prices are 380 yuan, 512 yuan and 912 yuan respectively.
It’s hard to say whether Yimei embraced Pinduoduo or Pinduoduo took the initiative to choose Yimei Duoduo. But this cooperation does not seem to be particularly successful. The authoritative media reported that in July last year, the platform of Pinduoduo had already settled in medical beauty institutions, and more than half a year has passed.
But as of today, except for the transaction volume of one store, which will be close to about 1,000 orders per month, the transaction volume of other stores is single or ten digits. At least so far, Pinduoduo has not successfully “diverted” these medical and aesthetic institutions.
Many small and medium-sized medical and aesthetic institutions are willing to cooperate with Pinduoduo, except that they are able to drain at a low price. With the enhancement of information transparency, the onlineization of medical and aesthetic institutions enables consumers to choose their own satisfactory medical and aesthetic institutions and services from multiple dimensions such as price and brand. Therefore, in this sense, any e-commerce platform with traffic is attractive to medical and aesthetic institutions.
However, Pinduoduo ’s “Five Rings” strategy, which has been advertised since its birth, has led many media and netizens to call it a “concentration camp for Taobao fake and inferior products”. Although there are a large number of public relations behaviors of friends and businessmen, the quality of the products on the Pinduoduo platform does worry many consumers in the “Five Rings”.
As for the entry of players such as Pinduoduo, the founder of the medical beauty organization believes that for the medical beauty organization, it is itself concerned about the logic of the consumer and the business itself.
For some price-sensitive consumers, platforms such as Pinduoduo can find some share in a short time. But in the long run, it may be that the ideal is full and the reality is very skinny.
The founder of the medical aesthetics agency believes that in recent years, medical aesthetics accidents have occurred frequently, and media reports and regulatory authorities have paid more and more attention to consumers. Medical Beauty is still a decision-oriented service. Credit and trust are very important. Impulse consumption and eyeball consumption in the past have gradually been replaced by rational decisions.
In addition, many people in the industry are not optimistic about the medical beauty of Pinduoduo. In fact, the “beauty team” of medical beauty is not new in the industry. Yuepin Yuemei has already launched the group game, and many medical beauty e-commerce platforms also have many mature marketing solutions.
When talking about Pinduoduo, the founder said that many players may think that medical beauty is very profitable, but the core of medical beauty products is medical, and the core of medical is safety. This is an important factor that makes it difficult for many inexperienced players to improve their control in a short time.
The founder gave an example:
If we are usually sick, we are not willing to accept going to the hospital to see a doctor. We will worry about our health and whether we can recover. But our mentality as a patient is that we have already fallen ill, and we can only pray that medicine can help us recover.
In other words, our expectations of ourselves are just like normal people around us. Our expectations are not particularly high.
But when we met medical beauty, things changed. Medical beauty is using medicine to help everyone approach beauty. Our mentality at this time is that I am normal, I just hope to be better.
In this situation, we have high expectations of ourselves, and we are even more worried that if we fail, it will cause some irreparable consequences that will make us regret ourselves for life.
According to this logic, consumers’ safety concerns may be a major ill in the field of medical aesthetics. How to gain the trust of more users is its main problem.
The presence of a number of medical and aesthetic institutions in Pinduoduo reflects that many institutions are helpless when faced with the disappearance of traffic dividends. The sinking of Pinduoduo and viral marketing based on social networks can indeed gain traffic growth in a short period of time, but can the “increment” of this part really sustain the long-term development of medical and aesthetic institutions?
At present, it is likely that it is just another drink to quench thirst, and there is no long-term plan at all.
Three, regain user trust and return after the disappearance of traffic bonus
The long-term business logic of many medical and aesthetic institutions is often like this:
First, by launching low-cost items and products, spreading the net with a sufficient amount of advertisements to acquire a large number of customers. Follow-up sales followed, allowing consumers to try out lower-priced products and services through a 1V1 single chat.
Later, we will target the target consumers and launch targeted high-customer unit price projects, hoping to obtain profits through high consumption by a few people.
This set of “pull-down and pull-up” is popular in an era where traffic dividends are abundant, the economy is booming, and supervision has not yet followed up.
From 2018, the traffic dividend has gradually disappeared, and the entire macro economy has also entered an adjustment period. Consumers’ spending power is not as strong as in previous years.
The “one fresh move” of this set of medical and aesthetic institutions has begun to show a slump when facing consumers.
Embracing platforms such as Pinduoduo at this time is also a reflection of unitary panic. But at this time, the medical beauty institutions should no longer focus on traffic. As we have analyzed before, consumers have gradually turned to rationality. They attach great importance to safety.
The female demon headed to the founder Hao Ge said that due to the increasingly transparent information and media public reports on medical beauty accidents, many consumers are increasingly paying attention to medical beauty products and projects.
They want to know what’s on my face? Where is it produced? What are the side effects? And how should I maintain my home after the project? And why is the product so expensive?
The reason for the high cost of customer acquisition for medical institutions is not the decrease in traffic, but the continuous decline in the ability to convert traffic. This reflects the difficulty that many medical and aesthetic institutions can effectively communicate with consumers.
Consumers are concerned about issues that the organization has not solved; while consumers hate things, the organization continues to promote them.
The conversion of medical beauty orders is not simply a flow conversion, but more a potential energy conversion based on trust and credit accumulation. Medical beauty is still a relatively low-frequency business for the vast majority of consumers. Using old and new “customers” and recycling customers can significantly reduce customer acquisition costs.
This high cost is continuously diluted and diluted, and the accumulated good reputation makes the conversion rate increase further.
Institutions and consumers establish strong trust links and accumulate core users by accumulating a good reputation and brand image to reduce overall customer acquisition costs.
In the past, many organizations tended to gather heavily in the pre-sale link of consumption. Their “elite sales” carried out “over-marketing” on the traffic drawn by Baidu search engine or cross-industry cooperation.
As for the services on sale, many doctors who came out of the original system did not have a sense of service thinking for a while, which caused consumers to have a bad experience during the sale.
In the after-sales section, many organizations do not pay much attention to it. Depending on the salesman’s own policies, some experienced sales people tend to pay attention to after-sales service because it can promote the transformation of the old with the new. The purpose of bringing new things is lack of professional and standard service processes and concepts. As a result, many after-sales services are not in place, and many consumers have a bad experience.Say “Bye bye” to the agency.
So how should medical aesthetic institutions use the thinking of operating users to cope with the crisis of traffic dividends?
The founder Hao Ge said that from her communication experience with medical beauty consumers: Consumers believe in the effect after surgery, and do not look at advertisements to see the effect. This is all consumers Commonality.
But the difference is that many consumers are already well versed in the routines of many institutions. They have doubts about the authenticity of some effects. How to gain the trust of consumers is still the core issue.
We search for Baidu and other keywords in Baidu. The consulting page of the medical and aesthetic institutions that jumps out often has postoperative results.
But as the Baidu search engine has exposed social events one after another, many consumers have become disgusted and disgusted with such sales consulting pages. Naturally, there will also be skepticism and mistrust of the content on these sites.
In addition, on the medical beauty platforms such as Neo-Oxide, the effects of many so-called “common users” and well-known KOL cases are also doubtful.
Almost homogeneous content output and advertising links make consumers tired. Therefore, the essence of the disappearance of the traffic dividend is the problem of the disappearance of trust and confidence. From the beginning to look fresh, to the explosion of information brought about by advertising and promotion, to boredom and reflection, until the last rational rejection.
Confronted with massive promotion and content, consumers are also stuck in the question of who should I trust?
In the era when the traffic dividend is disappearing, it is very difficult for any organization to gain the trust of new users. Confidence and trust can only slowly recover and operate, which is equivalent to a broken relationship that is difficult to recover in a short time. Just like that sentence: It’s hard to make a good impression, but it’s easy to destroy it.
So it is imminent for medical and aesthetic institutions to shift their attention and focus and increase the operation of existing veteran customers as well as the operation and transformation of the sales and after-sales links.
1. Pre-sale: from the guerrillas of “double gun old lady” to the construction of regular army
Reducing or banning “over-marketing” that is not good. In the past, medical institutions in the United States relied on salesmen’s “double-gun old lady-style” combat. They played wildly and had many routines. Although maybeIt will also be effective, but it is an unsustainable operation and development, which will hurt users in the long run.
In the past, inaccurate network-wide network traffic acquisition methods have not only increased capital costs, but also formed a bad brand image.
Medical aesthetic institutions should turn to a more accurate and professional platform, and publish professional, high-quality, authentic medical aesthetic cases and content. Focus on content polishing and professional interpretation around the effects and safety issues that consumers are most concerned about.
Products and processes need to be more transparent in the future. The young post-90s and post-00s advocate independent thinking and judgment. What organizations need is to transparently display cost-effective products and services to consumers. Many organizations have realized that doctors and nurses, as professionals, have inherent advantages in answering such questions.
Our past logic is that consumers are more willing to trust the introductions of friends around them and ordinary users who are also consumers, because they feel more credible than commercials. However, in such a professional field as medical beauty, consumers will seriously consider the opinions of doctors and nurses when they worry about safety and other issues.
So, the brand effect of star doctors and star nurses is more and more important.
As a professional practitioner, give consumers opinions and suggestions in the professional field. At the same time, doctors have a “one-vote veto” for some consumers’ medical beauty claims from a professional perspective. Decision-making power returns to the doctor, not the sales decision.
2. On sale: Creation and training of young star doctors
Medical staff will be a core value point of medical beauty institutions in the future changes. Therefore, it is imperative to intensify and deepen the service thinking of medical doctors.
Future medical beauty doctors must not only have professional qualities, but also have service thinking. Compared with sales, doctors are more likely to generate trust with users. As a service provider, doctors are more likely to build strong relationships with consumers than sales.
At the same time, the “star doctor” with its own IP effect is more likely to be the primary reason for repeat customers and the “old belt new” effect.
As many post-95 doctors formally post, younger doctors communicate with post-90s and post-00s more easily and smoothly. Many doctors haveYears of studying abroad and overseas background have made their aesthetic level and ability more diverse and inclusive.
I believe that the problem of customer complaints caused by aesthetic differences before can be solved very well, so the service thinking of the medical team is likely to be the key to continued customer acquisition in the future.
3. After-sale: always online, an important part of digital transformation
Emphasizing the degree of intervention of doctors and nurses, and establishing a standardized online membership system. After-sales links emphasize service orientation and reduce the purpose of marketing promotion.
After the program session, consumers are encouraged to become online members. At the same time, the user portraits of consumers are gradually improved, and precise positioning for consumers is based on personalized tags. Online or offline activities organized in the community help to create a cultural atmosphere. In this way, we can form a user-centered “beauty seeker alliance” where institutions provide services and arena.
The alliance has formed a healthy ecology. In such an ecosystem, the beauty seekers and institutions are online in real time. Through the capture and judgment of BI, the behaviors and needs of beauty seekers can be more accurately obtained, and the products and services of the institutions can effectively reach the beauty seekers . Beauty seekers also rely on strong social interactions, which can not only continuously produce content themselves, but also draw more girlfriends and friends to join.
Medical and aesthetic institutions build a fully digital online accurate community, create their own private domain traffic, and form a strong brand moat is the key to survival in this round of industry reshuffle.
A quarter of 2020 is about to pass, and the industry is facing a period of reorganization and reshuffle. Whoever can manage users more carefully can successfully land ashore from this wave. On the user side, organizations must work very hard to survive without effort.
After all, any relationship needs to be carefully managed.
Reference:
1. “It looks beautiful: the plastic surgery beauty market in China”, Wen Hua, East China Normal University Press
2. “2019 Chinese Medical Aesthetic Industry Trends Research Report”, iResearch
3. “Putting a lot of attention to the business of becoming beautiful, understand about hyaluronic acid, face-lifting needles”, Cao Qian, 36 氪
This article comes from: Feiguan , text: Wei Chu 韡 span>