The data shows that the demand for medical beauty broke out in 20 14 countries. By 20 15, there will be about 5,000 active medical and beauty institutions in China, and the medical and beauty market will be 5-10 billion, and this market will grow at a rate of more than 20% every year, which is higher than the average growth rate of the traditional medical industry. This growth rate will continue in the next 5- 10 years. Scientific beauty represented by medical beauty is the inevitable trend of people's pursuit of beauty in the future.
In the early days of industry development, the platform was a good business. Because medical and aesthetic institutions are generally small in scale, large in number and irregular in operation, the emergence of platform-based enterprises can enhance the transparency of the industry through information integration, comparison and evaluation. At the same time, due to the non-standard industry and high medical risks, the big platforms such as Meituan Review have not exerted their efforts, leaving opportunities for small platforms in the vertical field.
C2C & Business to Customer
At present, the top three medical beauty apps are new oxygen, more beautiful and more beautiful.
First of all, all three institutions are platform-based and solve the three major problems of traditional medical beauty. The first is to make the price transparent, so that users can clearly understand the prices of various medical beauty projects. The second is to provide a supervision mechanism. These platforms strictly certify cooperative hospitals and doctors and supervise them in real time. The third is to create a communication space, where professional doctors answer the questions of beauty seekers, form community interaction, educate users and facilitate transactions through questions and answers, diaries of beauty seekers and evaluation of medical institutions.
Secondly, the medical beauty APP mainly adopts C2C or B2C mode, and the horizontal new oxygen and Duomei adopt C2C mode, which helps users make decisions through the feedback mechanism of users and communities; Vertical beauty focuses on service through self-built medical beauty consulting team. But no matter what kind of operation mode, the ultimate goal is to improve the user experience, increase user stickiness and be an incremental user.
Thirdly, in business projects, New Oxygen and Midea focus on micro-shaping, e-commerce and community. Bai Mei is a full category, expanding micro-plastic surgery with income, and paying attention to service and user experience. Both have their advantages and disadvantages. New oxygen and more beautiful micro-shaping can quickly obtain registered users and customer orders, but the customer unit price and profit rate are low. Service is the core strategy of Bai Mei. Surgical intervention can accumulate the word-of-mouth effect of IP doctors, but the scale of users is small.
In short, the medical beauty platform is to get through the three complaint points of user satisfaction, doctor satisfaction and platform benefit. In fact, many medical accidents now come from the excessive expectations of medical beauty consumers. The matching point between doctors and beauty seekers needs a platform to coordinate, such as whether the doctor's style is conservative or fashionable, and whether it meets the expectations of users.
Compared with the new oxygen and more beautiful community model, Bai Mei has built a consulting team of 300 people in terms of user satisfaction. Some of these consultants are medical and nursing professionals, and some have worked in customer service. After receiving the doctor's regular training, I have a clear understanding of the doctor's differentiated surgical style, and answer questions and risk tips for users.
At present, the medical beauty O2O market is still a blue ocean, and it is an opportunity to provide consumers with a valuable service experience. Several startup companies are in the initial stage. Whoever can grasp the pain points of consumers and the future market trends may seize the opportunity and win the opportunity in the increasingly fierce market competition.