Make plastic surgery transparent, an attempt by serious enthusiasts.
Yuemei Online was launched at the beginning of 20 12, and it is an O2O platform focusing on deepening the plastic surgery market. On this platform, beauty seekers can make plastic consultation appointments, online transactions and consumption decisions, plastic surgeons can use the platform to spread their influence, and medical institutions can use Yuemei to obtain high-quality users at low cost. It can be said that Yuemei.com has built a good communication bridge for medical institutions, professional plastic surgeons and beauty seekers.
Everyone loves beauty, and every girl wants to stay young forever. Some small plastic adjustments can sometimes play a very good role. Speaking of the original intention of Yuemei, she told Qin Xiao that it actually had a lot to do with her own experience. Before she founded Yuemei, she had an obsession with beauty and might have an in-depth experience every once in a while. It is in this process that the pain points of many industries have been discovered.
First, regarding the plastic surgery market, there are a large number of informal institutions offline, or there are unqualified institutions. Xiang said that it is actually a misunderstanding that many people talk about medical discoloration. The reason is that the mass beauty and plastic surgery markets are confused. Plastic surgery involves injecting drugs and scalpels, which has certain risks, which means that medical institutions that can do these operations must have certain qualifications. The current industry dilemma is that a large number of unqualified general beauty institutions are also carrying out these operations.
Second, the quality of practitioners and doctors in the entire beauty market industry is mixed, and there are many opaque situations in the consumption of medical institutions, such as counterfeiting, false propaganda and over-marketing. Consumers know little about the projects that suit them, and the efficiency of consumers' service selection is very poor. There are many disputes between doctors and patients after problems occur.
Third, in addition to informal medical institutions, the high user cost has made it unbearable for institutions with formal qualifications, and the promotion channel is extremely single, which is highly dependent on the diversion of search engines. The dispute between Baidu and Putian Department illustrates this problem to some extent. According to the theory that wool is on sheep, these costs will naturally be passed on to consumers, which makes the plastic surgery market have a deformed prosperity.
For Xiang, these are not only her own experience in seeking services, but also common hidden rules in the industry. Why not build your own platform to solve these pain points and provide a credible and transparent decision-making platform for beauty seekers? Yuemei Com was born under this background.
From media portal to O2O platform, Yuemei.com's closed-loop road.
Yuemei Com may not be an O2O platform when it was born. In the early days, Yuemei was mainly positioned as a professional media and interactive portal, mainly providing users with professional knowledge in plastic surgery. When beauty seekers encounter some problems in the plastic surgery process, they can consult doctors on the platform. Yuemei Com also provides some comments on medical institutions and doctors to help users make consumption decisions.
Speaking of user comments, aside from the topic, I told Qin Xiao that the plastic surgery market is actually a low-frequency and high-cost consumption. The number of comments on a specific project is actually not as large as that of the catering industry in public comments, but the value of these comments to consumers is far greater than that of the catering industry. Yuemei.com has gathered a large number of users with potential consumption demand, which has helped Yuemei.com attract a large number of B-end medical institutions and professional doctors to settle in. At present, Yuemei.com has carried out online certification for more than 600 doctors active on the platform/kloc-0, and completed the entry of more than 4,000 medical institutions. The next step is to move the reservation and even the payment link online, which has actually become the only way for Yuemei. Com to develop.
The closed-loop road of O2O is not easy, and the pursuit of user experience will only be higher than before. In order to make beauty seekers find services conveniently and safely. On the one hand, by establishing an evaluation system combining consumers and medical editors, consumers can better identify medical institutions. On the other hand, strictly review the hospital level, business scope and doctor title. At present, thousands of medical project SKUs owned by Yuemei are the products of strict audit, which reduces the decision-making risk of users.
With the popularity of mobile devices, it is possible for consumers to make decisions on the mobile side. Now Yuemei.com has basically realized the closed loop of O2O, and the most important product is Amoy Plastic. For Qin Xiao, Taosu is a bit like Tuniu Travel Network, which breaks up and reloads some tedious offline goods, turns them into standardized products, and then recommends them to consumers. Xiang believes that medical beauty is not the same as traditional medicine. It is not only the need to get sick and see a doctor, but also the luxury consumption of icing on the cake. User experience basically determines how far a platform can go.
Standing on the tuyere, Yuemei. Com has completed the differentiation and transformation.
According to industry data, in 20 14 years, the income of domestic medical and beauty industry will exceed 1000 billion RMB, and the industry is still growing at an annual rate of more than 30%. The huge growth space of the medical and beauty industry has also led to a large number of startup companies in this market. Typically, two products have been financed, namely, New Oxygen and More Beauty, and Yuemei also received millions of dollars in Series A financing in September 2065438+2004. These three companies have now become the leaders of the first echelon in this market.
In the face of increasingly fierce industry competition, Xiang thinks it is different from its competitors. As mentioned earlier, plastic surgery and mass beauty are actually two different markets. Popular beauty, such as beaver's door-to-door manicure, is mostly low-frequency and high-cost, while the customer price in the plastic surgery market is much higher. According to Qin Xiao, the average customer unit price on Yuemei platform is more than 8,000 yuan, which is not an act for consumers to make decisions simply by looking at online information.
It seems that many platforms are gradually moving towards the mass beauty market, and these companies will not become new competitors in the future. The extension from low frequency to high frequency is actually very difficult, and vice versa. When these platforms attract enough users through high-frequency consumption, it is hard to imagine that they will be deeply involved in the plastic surgery market, instead of choosing spa and manicure, which are light-decision markets. The same traffic is transformed into a community with higher natural conversion rate and wider content of high-frequency consumption, which also makes minority groups unable to find a sense of identity.
The plastic surgery market has a high unit price. Yuemei does not need a wide user base, but only needs to maintain a corresponding user base with demand. For Yuemei, the key is how to ensure the high quality of the community, so as to provide users with continuous value. At present, Yuemei provides all-round plastic surgery services except surgery, including consultation, post-tracking and offline services, giving consumers a good closed-loop experience. Instead of blindly cutting into the mass beauty market, this also makes Yuemei embark on a relatively differentiated development path.
Misunderstandings and risks, Yuemei should be alert to these problems.
Yuemei seems to have solved the common problems of consumer decision-making, opaque information and high cost for medical institutions to acquire users, but for Yuemei, this does not mean that the development can be smooth sailing.
Misunderstandings and risks have been accompanied by the development of plastic surgery industry. The existence of a large number of unqualified offline medical institutions brings risks to the platform. Once the consumer's surgery has problems, the platform is bound to bear the responsibility, and there are many misunderstandings in plastic surgery itself.
However, regarding the business model, it may be Yuemei's biggest problem. Yuemei said that the platform will not charge C-end users, but only serve as an intermediary bridge to help consumers make decisions. In terms of specific profits, they will choose to charge B-end institutions.
Xiang Dui said. Com thinks Yuemei really noticed this problem. At present, for the objective independence of business ranking, Yuemei Club conducts a qualification survey of medical institutions through medical editors with professional knowledge background on the website itself, and then pays a return visit to users after experiencing medical institutions, so as to ensure that the number one medical institution can be welcomed by users and guaranteed in service. On the other hand, through the evaluation and scoring of consumers who have experienced the service, this medical institution can be effectively evaluated to prevent the phenomenon of bidding ranking.
However, the roads. Com still has doubts about this, because Yuemei. Com is actually a bit like public comment, so it is very likely that there will be a phenomenon of bidding ranking. At present, all similar comment platforms are objective, but basically none of them can truly be objective and fair, without any intervention.
Regarding the development of the mobile terminal, Yuemei still has many shortcomings. On the mobile side, Yuemei mainly relies on html5 mobile web pages and mobile apps, which means that it needs to be highly dependent on search engines and application markets. However, the user acquisition cost in this area is extremely high and the competition is extremely fierce, especially after a large number of competitors have obtained financing. Yuemei's acquisition of users can be said that the cost and difficulty are rising rapidly.
At present, Yuemei has not made too many attempts in the three major traffic channels of WeChat service number, Baidu direct number and Taobao service window, which makes Zhulu.com very puzzled. Wechat, Baidu Mobile Search and Alipay Wallet have become the most frequently used applications in China to some extent, occupying most of users' time. While a series of beauty startups quickly acquire users through these channels, Yuemei does not pay attention to these channels, which will undoubtedly make the future development lag behind competitors.
finally
Although there are still some shortcomings in Yuemei above the tuyere, it has occupied a place in the plastic surgery market for many years. The success of Yuemei also symbolizes the industrial upgrading of plastic surgery industry, which has become a trend towards standardization. In the next market competition, the company that can provide users with the best service and experience will definitely become the leader.