(1) Medical beauty industry: a diseased behemoth that is growing rapidly
Globally, after the 21st century, the world medical beauty industry has become the third largest industry after the automotive industry and the aviation industry. According to statistics, the annual total market in the world is about 150 billion US dollars. It is estimated that one third of the world's top 500 companies will be engaged in research, production and sales of medical beauty technology.
In China, when the basic needs are met, the “yan value revolution†has quietly hit, and the public’s pursuit of beauty has been stimulated unprecedentedly, and the demand for plastic surgery and micro-shaping has increased. Female consumers account for about 80% of the total. According to the market research of the Prospective Industry Research Institute, about 80% of the existing and potential consumers in the Chinese medical and beauty market, including under 35 years of age (including occupational demand, marriage economy, and certain social needs) Under the guise of the aging of the population and the increase in the income of the population, the number of Chinese beauty seekers will increase exponentially.
In the major hospitals, the plastic surgery department and the various medical and beauty institutions are in the market, and the number of medical and beauty institutions is also increasing. In 2015, there were 73 new medical and beauty institutions in Beijing alone. In addition to the establishment of a new medical beauty organization from zero to one, there is also a life beauty group to expand the medical beauty market. For example, Xiuyu’s Sichuan Chunyu Group, which is independent from life and beauty, develops a new market for medical beauty; while the company’s medical beauty organization, which is based in Hong Kong, is transformed by the life beauty client, and then the youth group’s Ai Meimei Also converted by life beauty users.
In addition to the continuous snowball expansion of the internal funds of the Putian Department of Medicine and Beauty, foreign funds have also entered. For example, the medical beauty department of Xinhua Comprehensive Clinic, which is invested by Xinhua Insurance; Oaks is involved in medical beauty with acquisition-based and new-opening as its auxiliary model. Its headquarters is in Ningbo, and its medical and beauty institutions are located in Jiangsu, Zhejiang and Shanghai.
From 2014 to 2015, the three imported hyaluronic acid (Joa Yadeng, Ai Liwei, Yi Wei) passed the approval of the Ministry of Health and officially entered China, and competed with Ruilan, which had previously occupied 100% of the market, for the micro-shaping market. What is shocking is that although Ruilan’s market share has been reduced by new brand competition and a large number of parallel counterfeit competitions, total sales have increased by more than 50% year-on-year.
Looking at the overall situation, going up! The market is rising rapidly! Another thing that is rising is that marketing expenses have risen to the point where many hospitals and clinics suffocate. This is one of the reasons why a large number of investment institutions can not start investing in plastic surgery hospitals with US dollars: the gross profit margin is too low! I didn’t make money as I imagined.
(2) Unbearable shuffling: redemption of medical beauty industry on the mobile side
The high cost of obtaining passengers is the bottleneck and pain point of private medical institutions: online bidding, beauty salon sharing and consultant cost are extremely high. Among them, advertising fees, beauty salons account for 50% - 60%, doctors, consultants account for 10% - 20%, and then subtract 20% of the basic production costs, the average profit margin is only about 10%, accidentally Lose money.
For the cost of the auction ranking, the cost figure is clearer: the online bidder obtains a hospital customer cost of more than 2,000 yuan, and the average three to the hospital customer successfully converts into a consumer, then the cost of successfully obtaining a consumer customer is more than 6000 yuan. Who will pay for this? --consumer! As a result, thousands of dollars of medical and beauty projects were forced to rise to tens of thousands of dollars abound, the service and consumers lose!
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