Driven by the demand for medical beauty, “being good-looking†and “changing young†are two eternal themes, and the market scale caused by them is hundreds of billions. In fact, the medical beauty industry has gradually become a major consumer hotspot.
Reviewing the history of medical beauty, we can find that this market has gradually developed a variety of individualized programs for treating diseases, beauty and beauty, from the traditional single surgical form, and the changes are partly due to consumers' concern for safe and fast medical and beauty needs. . Changing beauty is no longer just for "beauty", and "security" is becoming more important.
In addition, the medical beauty market has repeatedly attracted capital attention. At one end, the offline medical beauty institutions will be ushered in the industry consolidation, and the other end is the Internet marketing platform, the medical beauty APP and other emerging marketing channels are constantly challenging the beauty salon diversion, Advertising, Baidu search bidding and other traditional channels. In fact, in addition to these excitement, the problem of information asymmetry between consumers and medical beauty agencies is constantly being broken by the update of the iterative source of access.
Internet penetration, acceleration of medical cosmetic reconstruction
Since 2006, the investment scale and investment in the medical and aesthetic industry have grown exponentially, with a compound annual growth rate of 52.6% in the past decade, indicating that the medical and aesthetic industry has entered a period of rapid development. According to the "China Medical Beauty O2O Market Analysis" released by Deloitte in September 2018, the Chinese medical beauty market reached 192.5 billion yuan in 2017, and the compound growth rate of China's medical beauty market in 2013-2017 was about 22.0%. From 2018 to 2022, it is expected to grow at a compound annual growth rate of 20.1%, and is expected to reach 481 billion yuan in 2022. Considering the potential medical and beauty needs and the huge population base, China's medical and beauty market Have a huge imagination.
The increase in disposable income stimulates the public's ability to consume medical beauty, while the consumer demand of “beauty†and “safety†also puts higher demands on information transparency, so the traditional beauty salon diversion, advertising, Baidu search bidding and other traditions The customer channel will naturally start to change rapidly toward emerging channels such as the Internet O2O platform and the medical beauty APP community with higher information transparency.
In the traditional mode, medical and beauty institutions need to be responsible for marketing, including self-distribution of flyer advertisements, Baidu search bidding, and beauty salon diversion, which leads to profits being eroded by advertisers, Baidu, beauty salons and other intermediaries. The cost is getting higher. At the same time, small and medium-sized medical beauty institutions are difficult to divert through traditional channels due to insufficient financial strength.
The starting point for change may be 2013. At that time, the Internet medical beauty platform has just begun to show its edge. And the "Wei Zexi incident" broke out in 2016, which greatly weakened the public's trust in Baidu search. Baidu search is no longer the mainstream marketing channel for medical beauty. With the advent of the first year of medical and beauty e-commerce, consumer evaluation, doctor-patient question and answer and other three-dimensional product forms of Internet medical beauty platform further optimize the connection between consumers and medical beauty institutions, precision marketing, lower fees, information The characteristics of transparency and other factors have also accelerated the favor of capital for the Internet medical beauty platform. According to Deloitte's "Analysis of China's Medical Beauty O2O Market", 2016 is the outbreak of the financing of the medical beauty APP. The new oxygen, the more beautiful, the beautiful, the beautiful and the beautiful artifacts have been financed.
Whether it is from the portal to mobile e-commerce, or from the community to e-commerce, the evolution of the Internet medical beauty platform is from information to transactions. At the beginning, these platforms all share medical beauty information until the transaction is found to be the essence of the medical beauty industry, and then choose to cut into the transaction. Therefore, the Internet medical beauty platform is essentially a transaction behavior, rather than a simple information sharing behavior. Consumers log on to the Internet medical beauty platform, not to chat, browse hospital background, doctor experience, surgical plan and price information. Interacting with doctors, this series of informational activities is to prepare for medical beauty trading decisions.
Unlike other industries, the penetration of the Internet has brought changes in medical beauty from the details. Today's consumers are still lying in offline medical and beauty institutions for medical beauty treatments as they did 30 years ago, but they will use mobile phones to browse customer cases, use flat screens to find doctors who answer questions online, and spend money at home through the Internet and around the world. Chat and exchange medical beauty experience.
There is no doubt that the birth of the Internet medical beauty platform has gradually become a new force to reconstruct the upstream and downstream ecology of the industry.
Public hospitals return to public welfare, or hand over consumer medical care to the market
However, the entire medical beauty service closed loop cannot be realized by the Internet medical beauty platform alone. Different from the physical e-commerce, the Internet medical beauty platform divides the medical beauty service process, and the consumer pays the online payment to complete the payment. In fact, the entire transaction process is not completed, and it needs to be delivered offline and fulfilled for medical beauty treatment. . Therefore, the end of the entire medical beauty consumer behavior is to open up online and offline.
In fact, medical beauty is essentially a consumer behavior, which makes it adapt to the game of e-commerce platform to a certain extent. However, the means of providing services is medical means, and the professional requirements are very high. As a result, medical beauty is still a risky project in the minds of most consumers. Therefore, it is more cautious in selecting institutions, which makes consumers more dependent on the platform. .
Based on this, offline medical beauty institutions can easily gain a foothold in the market if they can well balance consumption and medical attributes. Private medical beauty hospitals tend to favor consumption attributes, over-emphasize marketing, weaken medical professionalism, and quality is not easy to protect; public hospital plastic surgery department is developed from the department of burn and plastic surgery in military hospitals, generally through the establishment of plastic surgery department in the hospital to carry out medical beauty Service, effectiveness and quality can be guaranteed, but it is difficult to provide a matching service process and service experience, unable to meet consumer demand, price is not flexible, and service incentives are not enough. Therefore, private and public have their own advantages.
From the general trend, the public welfare of public hospitals, the limitations of brand natural traffic, and the high cost of non-market operations will lead public hospitals to withdraw from the medical beauty market, return to public welfare, and hand over consumer medical care to the market.
"Taobao"-like medical e-commerce, "Tmall"-like integrated e-commerce
For a long time, the medical beauty industry has the pain point of opaque information and high cost of channel acquisition. The emerging Internet medical beauty platform provides consumers with multi-dimensional reference information through information disclosure, which makes the profiteering project return to reasonable and reduce the cost of obtaining customers. Based on this, Deloitte predicts that with the further increase of penetration rate, the future Internet medical beauty platform is expected to replace Baidu, becoming the first online medical beauty import portal.
According to Deloitte's "China Medical Beauty O2O Market Analysis", medical beauty O2O and medical plastics account for 35% of the US market; by 2020, the total number of consumers in the medical and beauty industry is expected to reach 50 million. As the size of the medical beauty industry continues to grow, and as the content of the medical beauty APP continues to expand to the entire industry chain of consumers, medical institutions, upstream factories, etc., the scale of the medical APP market will continue to accelerate. The central role will continue to strengthen and the market size will continue to increase.
It is important to consider that the dividend for this new channel will not last long. With the increase of the number of medical institutions on the platform, the platform's passenger volume is close to saturation, and the distribution of traffic will be insufficient. If the medical and beauty organizations want to obtain additional traffic, they need to advertise or go to the market to purchase traffic.
Perhaps the new channel dividend period is near, whether it is the launch of Tmall medical beauty e-commerce, or the strategic cooperation between Ali Health and Beauty Artifact, JD.com and Yuemei, or the establishment of the Beauty Group by the US Mission, all of which are opening up new Internet medical beauty traffic.
Ali, Jingdong, and the US delegation have successively entered the Internet medical and beauty market, and it is obviously inappropriate to use "planned for a long time" or "coincidence" to accurately describe it. The three comprehensive commodity e-commerce platforms began to intervene in the medical beauty market, reflecting the fact that medical beauty consumption has gradually become universal, at a relatively high-frequency and regular consumption level.
For these three platforms, on the one hand, self-management has high requirements for the professionalism of the products, and it is necessary to select products, select projects, and choose hospital prices. Therefore, it is necessary to cooperate with enterprises with supply chain integration capabilities, so choose Internet doctors. The cooperation of the US platform undoubtedly enhances the endorsement of the brands of the two sides; on the other hand, medical beauty is a very scattered industry, and the standardization of services is not high. The three platforms will definitely try to standardize medical products to a certain extent, and select relative A product with a slightly lower frequency and a slightly lower threshold.
In other words, based on the concept of selection, Ali, JD, and Meituan commented on the three major platforms to enter the Internet medical and beauty market, effectively reducing the threshold of consumers' choice. In addition, traffic sharing between platforms can be achieved, and cross-industry and expanded consumer groups can be obtained at a lower cost.
There is a very interesting saying, if the Internet medical beauty platform is on the "Taobao" of the standard medical profession, Ali, Jingdong, and the US Mission are the "Tmall" in the medical aesthetics. Although Ali, JD, and Meituan commentary have a small advantage in capital, as a latecomer, it is not known whether it can “eat†the vertical Internet medical beauty platform market. After all, medical beauty has the characteristics of difference with other consumer goods, and the vertical class platform still has a small advantage in terms of trust.
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