The medical beauty Internet platform between consumers and medical beauty institutions is an important line of defense to protect consumers from black medical beauty.
When it comes to medical beauty, “Thermage” is undoubtedly the most concerned project this summer.
How hot is Remaggie? Up to 50-year-old Yi Nengjing, and down to 25-year-old girl group THE9 member Yu Shuxin, they are all spontaneously making Anri Remaji; Zhong Xintong and Ruby Lin have also become Remaji one after another The spokesperson of Kardashian and some Hollywood stars are also big fans of Remaggie.
“10 people do hot maji, 9 people are recruited”
The fire is on fire, and the negative news that “there are too many fakes” followed.
The discussion mainly focused onThe equipment itself is flooded with fakes, including non-genuine treatment probes and equipment Falsified by itself, or parallel imports from regular medical and aesthetic institutions. In addition,, the latest generation of Thermage FLX is not certified by CFDA is also a point of dispute.
The picture comes from the Internet
How serious is that? According to the inquiry of Thermage’s official WeChat account in China, as of September 2020, the only domestic distributor of thermage productsBauus & Lomb certified and purchase Thermage original equipment and accessories only 286 institutions; and during the New Oxygen Anti-aging Festival, New Oxygen Platform Thermal Maggie participated The total number of merchants reached 1032.
美呗CEO Gong Liansheng said, say “10 people do Remaggi, 9 people are recruited” is not an exaggeration. He also pointed out that this is not the only chaos in the medical beauty industry. There are also “low proportions of compliance agencies, low proportions of legal physicians, and illegal drugs. Popularity, non-standard operations are commonplace, false propaganda of medical beauty effects, exposure of user privacy, inflated prices, and no safety guarantees” these eight pitfalls.
JD in the Internet medical and beauty industry
In response to these “pits”, what medical beauty platforms like Meibai want to do is to strictly control the entry barriers of institutions, doctors, and medical equipment based on the “strict selection” mechanism, and carry out continuous quality control of the settled institutions to help Consumers try their best to avoid risks, ensure safety, and carry out corresponding “risk control”.
Gong Liansheng once said, Meibai will be the “JD of the Internet of medical aesthetics”, and the core starting point is “zero tolerance” for fakes.
Take institutions as an example. It is understood that the pass rate of medical beauty institutions entering Meibai Medical Beauty is less than 10%, which is only one-fifth of that of peers. This means that more than 6000 institutions submit applications and only about 200 can get qualifications. The low pass rate is due to the company’s “Four No Principles”. As long as the organization does not meet the requirements: illegal qualifications and compliance, illegal doctors and compliance, projects beyond the scope of business, lack of features and differentiation in any of the four items Entry is denied.
Meibai carefully selected data (shooting)
Gong Liansheng admitted frankly that slow and strict audits can easily lead to insufficient supply of platform services, but because consumer demand is very strong, customer acquisition from the marketing side is not big The problem.
“The current model, due to slow review and strict review issues, including its own scale Services and services will be restricted, and there will be advantages and disadvantages, which will affect the company’s development speed; but in the long run, as long as the reputation is good, it will do well.”
With the continuous growth of consumer demand, Meibai began to try to use algorithms to make personalized “recommendations” for users to improve operational efficiency. To this end, the company also invested in 60 million yuan for technology development.
Gong Liansheng explained that the logic behind recommendation is actually data plus algorithm, and the investment in research and development will soon be reflected in the acumen of the market, such as product selection,” During this period of time, whether the water-light needle is on fire or what is on fire”, once the acuity is improved, consumers can easily find the products they choose, which can easily be converted into consumer purchases.
In addition to strict selection, the platform will also be carried out periodically”Risk control”.Gong Liansheng introduced that the platform willaccording to industry accident frequency, users Evaluation and the growth rate of various indicators are iterated in time. “The problem of each cycle is actually different, such as liposuction, the problem may be embolism or unevenness; for example, the problem of Remage is a fake product, and the risk control focus of each stage is Upgrading. “
In addition to “genuine”, another major label of JD.com is “self-operated” in order to guarantee the user experience.
Correspondingly, Meibai Yimei also adopted a “self-operated after-sales” model, and trained nearly 400 aesthetic consultants to quickly respond to consumer needs and solve problems ; And conduct multiple postoperative follow-up visits during the 6-month recovery period; in addition, provide consumers with a series of services such as advance compensation and assistance in rights protection when problems occur.
Focus on “focus on” medical beauty
In recent years, a lot of beauty seekers have resorted to medical beauty methods to achieve their beauty needs.
The financial report data released by Xinyang Technology shows that in Q1 of 2020, the average monthly active users of Xinyang APP reached 4.17 million, a year-on-year increase of 117%; by 2020 Q2 , The average monthly active users of Xinyang APP reached 6.77 million, a year-on-year increase of 173.7%.
From this, it is not difficult to find that Although the growth rate of the entire medical aesthetics industry has slowed down under the influence of the epidemic, the crisis triggered by the epidemic has stimulated new opportunities online and offline users It began to move online on a large scale, and the online medical beauty platform also ushered in new room for growth.
Under the great opportunity of the times, in addition to vertical platforms such as Meibai and Xinyang, a number of Internet giants have also set foot in medical beauty, such as Ali and Meituan, and have achieved high business growth and industry competition. Increasingly fierce.
Image source: Ruijing Creative
In this regard, Gong Liansheng said that comprehensive platforms are mainly used in the fields of life beauty or light medical beauty. Due to the low customer unit price, the growth of related categories is bound to maintain High, but there are also hidden dangers of compliance.
Meibai believes that whether short-term or long-term, as long as you focus on your customers, it will be a matter of time before you beat the market. How to follow? Gong Liansheng believes thatthe key point is to provide “cost-effective” services, that is, costFor the same cost, it produces a more thorough, visible and perceptible effect, “Obviously, ordinary skin items are like small bubbles , Replenishing water, water light injection, these are not possible.”
It is understood that Meibai has long focused on relatively “heavy” plastic surgery services. According to Meibei’s CMO Huang Xiangping, the three highest GMV projects on the platform are double eyelids, rhinoplasty and fat augmentation, all of which are surgical projects; In the short term, the company Nor will it intervene in the life beauty market.
Selling ads or earning “technical solutions”?
Gong Liansheng pointed out that in addition to differences in categories, they also come from differences in their own genes and advantages, as well as different business ideas.
“The advantages of large platforms such as Tmall and Meituan are mainly in traffic. It is enough to directly earn advertising fees, but they cannot double the efficiency of the entire industry, and advertising platforms The main income is gray production.”
He believes that this is a natural paradox. Advertising cannot be responsible for the effect. Low, advertising projects will also deteriorate, hurting the consumer experience.
“Ads are good Business, but not a long-term choice for consumers.”For this reason, Meibai chose to gradually enter the upstream market. “Upstream is driving the progress of the industry, because consumers ultimately choose technical solutions. Only by working closely with the upstream, will win if you run again.”
Currently, the company is in agreement with HuaxiBiological and Peng Ai Group have reached a strategic cooperation, hoping to realize the direct supply of hyaluronic acid and related products from upstream suppliers to ensure the source of authentic goods and promote the standardization of the industry; in addition, in Consumer education, sales system, channel system, customer service system and other levels to cooperate and “select carefully” together.
Meibai also announced that it will 100 institutions in the United Medical Beauty industry, One hundred famous doctors, one hundred upstream supply chains, and one hundred opinion leaders established the “Meiyan Alliance”, focusing on promoting strict selection;Huang Xiangping also stated that the next 3 In 2016, Meibai will also invest 100 million yuan to initiate a “100 million rigorous election campaign” to form a linkage mechanism with social stakeholders and key regulatory agencies to protect consumer rights.