In recent years, the global medical and beauty industry has grown at an average rate of around 20%, becoming the fourth largest service industry after real estate, automobiles and tourism. According to statistics, in 2017 China has surpassed Brazil to become the world's second largest medical beauty market.
At present, private hospitals occupy a major share of the Chinese plastic surgery market. At the same time, the medical beauty APP is also rapidly emerging, and has become a new trend in the medical and aesthetic industry.
In the context of the growth of medical service supply and market demand, the competition is becoming more intense. For private hospitals and chain institutions, the scale effect will be further revealed. There are certain scales of chain institutions compared to independent or decentralized operations. The store will be more competitive.
With the development of the medical beauty APP, the model innovation, single store efficiency, good reputation of the medical beauty boutique, light medical beauty clinic will also be vigorously developed in the future. In turn, the rapid increase in these medical and beauty institutions has also promoted the development of the medical beauty APP.
This time, Hunting.com uses 30 factors such as financing round, financing amount, representative capital, chain size and other factors as a reference to take stock of 30 medical and beauty enterprises (no ranking), and analyze the background factors such as chain size and type of business. The direction of capital attention, as well as the latest developments in the industry. Subject to objective conditions, there may be omissions, and everyone is welcome to correct the supplement.
The first revolutionary power of the medical beauty market - medical beauty APP
Compared with mature markets such as the United States, Taiwan, and South Korea, China's medical and aesthetic industries started late, and there is a big gap between them in terms of specialization, technology, standardization, scale, and internationalization. Since the birth of the medical and beauty industry in China, it has gone through six stages.
Source: Zero2IPO Research Center based on public information
It is worth noting that since 2012, under the rapid development of mobile Internet, medical beauty APP has begun to appear, emerging institutions have emerged, and industry institutions and channels have begun to change.
Since then, the traditional online operation mode jointly controlled by Putian and Baidu has been broken. Up to now, the channel of online access to medical and beauty institutions has developed into a variety of medical beauty APP, Weibo, WeChat, various video short video platforms, as well as Tmall medical beauty, Jingdong medical beauty, today's headlines, small programs, etc. .
There are many factors that shape this change, among which the information asymmetry between the supply and demand sides and the high cost of the organization are the main reasons. As one of the first emerging powers of change, Medical Beauty APP is the first to reduce the information gap and improve the transparency of the industry. It also breaks the traditional marketing system and the light service. The ills lead the industry's profits to a reasonable profit.
In this inventory, we can find that in addition to the new three-board enterprises, most of the companies that are concerned about capital and the financing rounds are medical beauty APP companies, and the head enterprises have been formed, namely: new oxygen, more beautiful, more beautiful Net, Meilu, Meilu, beautiful artifacts, etc. These enterprises were born around 2012, among which new oxygen, more beautiful, and beautiful have received more than 100 million yuan in financing.
From the perspective of business model, these enterprises are constantly making large-scale and market share, forming competitive barriers through scale advantages, and have gradually formed a pattern of “one platform + N multiple modes coexistâ€; one of them refers to more beautiful industry service. Platform positioning, N refers to other APPs that are out of the platform category, down to the line.
As the first echelon of the medical beauty head platform, it is a combination of medical beauty and social services. It is a plastic doctor-patient question-and-answer tool, and then transformed into a medical beauty industry integrating medical beauty, trading e-commerce and O2O services. service provider".
In the early stage of development, it was more beautiful to start from a large public hospital in the medical and beauty industry, and signed a contract with a large public hospital in Shanghai, becoming the platform for bringing together the most public top three plastic surgery hospitals. As of December 2017, more beautiful APP has settled in 7,000 regular medical institutions and 15,000 practicing doctors. In 2017, the transaction volume increased by 500%.
As the representative of “N†and the only platform to enter the D-round, the new oxygen is cut into the medical beauty from the perspective of consumer plastic diary evaluation and social e-commerce platform. Online, with content operations and community operations, attracting medical and beauty consumers, offline deeply involved in the operation of the organization, helping these hospitals to rationally locate and establish a brand in the field of medical beauty.
At present, the new oxygen business has covered more than 95% of the regular medical market service providers in the country. Nearly 1,000 chain dental institutions and nearly 5,000 beauty salons have settled in new oxygen. In 2017, the new oxygen transaction volume exceeded 6 billion, a year-on-year increase of 300%. , pulling the medical and beauty output value of more than 15 billion.
In the long run, for these head medical APP companies, although they have established themselves in the market, how to take a differentiated competitive path in the future development, with service as the driving force, according to enterprise positioning and strategy To be good at your core competitiveness, you still need to plan carefully.
For the medical and beauty industry chain service, the survival of medical beauty APP
In the future, users are interlaced in separate scenes, whether it is online social scenes, reading scenes, live scenes, or offline service scenes. However, in an industry that places great emphasis on the aesthetic experience, the needs of consumers are often difficult to connect directly with upstream manufacturers and medical institutions.
Looking back at the medical institutions, the internal changes in the medical and aesthetic industry have come to the fore. The two poles of the medical and beauty institutions, the super-large comprehensive medical and beauty institutions + precision positioning doctors and micro-outpatient clinics have become the market leader. After a difficult period of chain expansion, the brand power of chain brand institutions has begun to show up.
In this context, for the medical beauty APP, it is necessary to go from the simple online mode, embrace the line, and enter the era of "new medical beauty." For example, the company has recently obtained financing, and has established in-depth cooperation with hundreds of domestic medical and beauty institutions such as Shanghai Huamei, Shanghai Seoul Lige, and Beijing Oriental Harmony to provide a full range of services from traffic, consulting, services to operations. Help.
In September last year, Xinyang announced that it would be a joint venture with the Rieger No. 1 Medical Beauty Hospital. The institute is led by Professor Cao Yilin, an internationally renowned organization engineering expert and the world's leading "human ear mouse" pioneer. "Medical Dream Team" doctor group The overall presence, and this is also an important step in the entire industry chain of the new oxygen layout medical beauty industry.
Yuemei is self-built in the self-operated offline medical beauty clinic - Yuemei Medical, to open the line and offline, forming a closed loop of the whole industry. It is reported that Yuemei Clinic has included cosmetic surgery, cosmetic dermatology, anesthesia. 5 departments including the department.
Through cooperation, these medical and beauty institutions can bring a high-quality doctor team to the medical beauty APP. With the doctor's powerful IP and medical beauty APP, the medical and beauty institutions can reduce the marketing cost, rationalize the pricing, and manage the pharmaceutical equipment. It will be more formal.
In general, medical beauty is essentially a service industry with medical attributes. According to the definition of the Zero2IPO Research Center, in a certain sense, medical beauty is driven by consumption, with perfect supervision as the guarantee, based on the safe technical level, and with the goal of open and transparent standard service, the user is highly sensitive and has A cross-industry with consumer, fashion and medical characteristics.
This also determines that technology, chain capabilities, and word of mouth are the keys to future medical and aesthetic enterprise competition. For the medical beauty APP that has verified the business model, from the terminal market, while serving the medical institutions, it will gradually expand to the upstream of the producers, and finally realize the closed-loop business, and effectively serve the entire industry chain of the medical beauty. It is the development trend of the future platform.
For medical beauty institutions, reducing marketing costs, increasing investment in medical services, paying attention to user services and word of mouth, and pinpointing positioning are the key to profitability. In the future, hospitals that can build strong brands, precipitate customer resources, and continuously improve the chain will have greater investment value.
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