This is a super-broadcast series of things, 18 dry goods. Before studying the construction of private marketing system in medical beauty industry, we should first analyze two questions: Yes, what are the medical beauty projects and service processes provided by medical beauty institutions for consumers? However, what are the characteristics of the target consumers of medical beauty? 0 1 medical beauty projects and service processes 1. Classification and characteristics of medical beauty projects: according to whether surgery is needed, it can be divided into surgical and non-surgical categories. Surgical items include facial medical treatment, physical medical treatment, skin medical treatment, oral medical treatment, etc. Non-surgical items, also known as light medical beauty, include injections and skin care. Because of the relatively high risk, surgical projects are characterized by low frequency and high price, while non-surgical projects are characterized by low risk and high frequency and high price. Light medical beauty is sought after by consumers because of its low risk and quick recovery. Hyaluronic acid and botulinum toxin are the mainstream injection items, and the skin beautifying project has good efficacy and low risk, which is expected to meet the needs of upgrading skin care consumption and replace some traditional skin care products with weak efficacy. Second, the medical beauty project service process The medical beauty service process is divided into non-surgical project experience and surgical plastic surgery. After consumers arrive at the store, the non-surgical category mainly guides customers to apply for membership or stimulate periodic purchase through project experience, while the surgical category is preoperative diagnosis, intraoperative treatment and postoperative return visit. 02 Portrait of Medical Beauty Target Consumers I. Basic Portrait of Medical Beauty Users Women are consumers, and there is room for improvement and growth of male demand. Female consumers account for more than 90%, and the average unit price of men is 2.75 times that of women. There is still room for us to explore. 25-35 years old is the mainstream group of medical beauty users. Young people are open and love medical beauty, and their mature consumption power is leading. The age group of 25-35 accounts for 62.2%. Young people are deeply influenced by Yan's value economy and the rise of new media, and they have a higher degree of acceptance of medical beauty. Older users have stronger economic ability and more prominent consumption ability. The proportion of medical and beauty users in high-speed cities is high, and the sinking market space is broad. Because medical beauty users in first-and second-tier cities are generally highly educated and have strong spending power, they have a stronger concept of seeking beauty under the influence of new media, and there are rich medical beauty products and services as supplies, accounting for more than 65%. Affected by the development of the Internet and the sinking of the dual market of medical and beauty institutions, the proportion of medical and beauty users in online and offline cities has gradually increased, and there is room for growth in the future. Most medical and beauty users are undergraduates, and the average monthly income of families is mainly 20,000-50,000 yuan. Good education level has increased users' acceptance of medical beauty. Medical beauty projects are characterized by many categories, large price range, high frequency and strong addiction, which requires users to have a certain economic foundation. Second, the consumer demand preference of medical beauty users is driven by many internal and external factors. The main reasons why users choose medical beauty consumption are anti-aging, beauty can please and reduce facial anxiety, and it will also be influenced by friends, online celebrities, stars and other factors. At this stage, some consumers choose medical beauty project services mainly to improve their face value and credibility. Medical beauty institutions need to give suggestions according to the needs of consumers, advocate rational medical beauty consumption and avoid excessive cosmetic surgery. Different age groups have certain differences in specific medical beauty projects. Young consumers tend to optimize their contours and facial features. The only surgical project that appeared after 00 reflects young people's higher acceptance of medical beauty and different aesthetic needs. Post-90s tend to be fat, while post-80s face and body shaping demand coexist. Hyaluronic acid filling and body fat filling are both hot items. Post-70s pay more attention to anti-aging, and popular items include hyaluronic acid filling and facial lifting. Medical beauty users get information online mainly from medical beauty institutions and vertical medical beauty platforms, and offline mainly from beauty institutions and acquaintances. 50.9% of medical beauty users get information from life beauty institutions (such as beauty salons and skin management). ), 45. 1% acquaintances, 38.6% official /app of medical and beauty institutions (such as official website in Badachu, etc.). ), 36.4% of vertical medical beauty platforms (such as new oxygen, etc.). ) and various information sharing platforms. It can be seen that medical beauty users tend to be professional, authoritative and recommended by friends and relatives in obtaining information. The safety of the project is the most concerned information for medical and aesthetic users. Compared with the price, medical beauty users pay more attention to the safety of medical beauty projects, including the regularity of product channels, the qualifications of medical institutions and doctors, and the safety of projects. Therefore, in order to attract more medical and aesthetic users, medical and aesthetic institutions need to establish brand authority, enhance visibility and form brand effect while upgrading technology and reducing risks. In such a transparent information environment, how can medical and aesthetic institutions seize the opportunity to cultivate their loyal users, so as to expand customers and acquire customers efficiently? It is a good way to reduce costs and increase efficiency by using multi-alliance multicast to broadcast live in private domain. Over the years, the service scope of Mongolian-Chinese super live broadcast service team covers all parts of the country, and has accumulated thousands of live broadcast planning experience, which can mature and deal with various unexpected scenes. More than 200 engineers, four years of R&D investment, more than 500 live broadcast service teams, and accumulated 10000 hours of live broadcast planning to create a professional live broadcast system different from a small studio. Mongolian Super Broadcast has served 2,000 medical, beauty, dental and ophthalmology institutions, with more than 200 live broadcasts per month, creating a total sales volume of 200 million for the institutions, helping many institutions to use "real private live broadcasts" without advertisements and breaking the reserve price to achieve efficient business growth. ENDP。 S If you also have growth-related problems, please contact your consultant or add All Alliance's customer consulting experts to customize 1 live growth solution for you. Customer consulting experts focus on the new growth of service consumption industry, and you may also want to know.