Double Battle Eleven: Medical Beauty Diversion To The Next Line.

Medical electricity providers joined the eleven battle, and the medical beauty category became the focus of the explosion.

Ali health data show that 2019 Tmall double 11 medical beauty industry 10 hours 31 minutes over the whole day last year, of which anti aging products (wrinkle needles, line carving, Germagi, Qiao Yadeng, radio frequency compact, eye bags, etc.) half day, an increase of 163% over the same period. The five brands are among the billion dollar clubs. It is also understood that the double 11 opening 3 minutes, the medical mask application of the best business turnover last year double 11 all day; the first hour, hachang, Bo Shi Lun, eyeglasses glasses because of the huge contacts of contact lenses among the top ten business transactions.

With the surge in the category of medical beauty on the electronic business platform, the following is the transition from the past beauty salon diversion to the electronic commerce platform diversion, accelerating the industry reshuffle.

At present, a large part of beauty salons are brought to the large organizations by the channel of large medical and American organizations. Some beauty salons also bet on big projects such as medical beauty, hoping to get rich overnight. However, with the development of the medical beauty market, large medical institutions have found more opportunities for gold digging from the Internet.

Medical beauty electricity supplier "counterattack"

The small and medium sized organizations with large scale, fierce competition, poor regional location and general operation scale need a good and inexpensive channel for publicity and promotion.

In the past, many medical and American institutions, plastic surgery hospital marketing promotion mode is relatively fixed, in addition to TV advertising, elevator advertising, these channels offer high. Yimei electricity supplier is a new marketing mode, but it is not favored by large plastic medical institutions. Therefore, the advertising cost is low, which meets the needs of many medical and American organizations.

From the perspective of consumers, there are many drawbacks in traditional medicine and beauty industry, such as information asymmetry and asymmetry. The rise of medical beauty O2O can bring convenience to many consumers.

Medical electronic business platform can be subdivided into vertical and comprehensive. Vertical electricity providers focus on the medical beauty industry, and the comprehensive type of electricity supplier has the advantage of flow. The representative of the medical American vertical electricity supplier is the heart oxygen, the more beautiful, the Yue Mei, the comprehensive electrical business representative is the US group, Tmall, the public comment, Ali health.

According to the China Business Industry Research Institute, the medical American electricity supplier is currently in the stage of user accumulation and market education. It is estimated that the market scale will reach 24 billion 820 million yuan in 2020, accounting for 8% of the total medical and American industry market in 2020.

Earlier, insiders pointed out that despite this, even from the body of Tmall medical institution, which is now in the United States, it is still relatively small compared with nearly 10000 Chinese medical institutions. For many medical and American institutions, especially the three or four tier cities, their Internet awareness is far from awakening. Tmall's attitude seems hesitant or even refused.

From the current perspective of the medical and American electricity supplier market, the medical and American vertical business platform is not enough. Medical beauty is a special industry. Medical beauty can be further subdivided into categories. It includes (light medical beauty, surgery, repair, light medical beauty, including face lift pins, hyaluronic acid, skin care, etc.), and the electronic commerce platform in the medical and American fields has also become a road for subdivision. It is also a good direction for the integrated electronic business platform.

Diversion changes quietly

Thin face needle 580 yuan experience price, hyaluronic acid super set meal, moisten 100 Yan water light needle 880 yuan to arrive.

The explosion of medical beauty products has been born during the double 11 period, but the promotion of ultra low price medical beauty Internet platform is not uncommon in the industry.

Medical beauty industry to the twenty-first Century economic news reporter said: "with a face lift needle, for example, according to the face occlusal muscle condition, only a needle can not reach the effect of face lift, the so-called experience price in advertising, is just a way to get medical products. In the medical beauty industry, through online promotion drainage, is gradually replacing the rising beauty salon type drainage channels.

Earlier media reports showed that in a medical institution, the number of medical treatment, cosmetic department of Dermatology and plastic surgery in three major hospitals increased year by year, taking 2017 as an example, with the largest number of injections, up to 146 thousand and 800 people. Repeat customers are the main consumers. The proportion of old customers in 2017 is 46.71%, which has increased from 18108 in 2015 to 63796 in 2017. According to a medical beauty group, promotion and marketing expenses account for the largest expenditure of the organization, for example, in 2017, the sales cost was 305 million yuan, which accounted for 55% of the gross profit margin in the same period.

As the cost of offline promotion gradually increases, the traffic volume on the steering line becomes the choice of medical institutions.

But Yimei electricity supplier is still in the stage of user accumulation and market education. According to the analysis report of DDT: China Medical O2O market in 2018, the scale of medical cosmetic market in China reached 192 billion 500 million yuan in 2017, and the compound growth rate of Chinese medical beauty market in 2013-2017 years is about 22%.

With the advent of the first year of medical beauty business, the three dimensional product form of the internet medical beauty platform, such as consumer evaluation, doctor-patient questions and answers, has further optimized the connection between consumers and medical beauty agencies. The characteristics of precision marketing, low fees, and transparent information have also accelerated the favor of capital to the internet medical beauty platform.

In 2016, it was the outbreak of the financing announced by APP. The new oxygen (C), the more beautiful (C round), the Yue Mei (B), the American della (B wheel) and the beautiful artifact (B wheel) all had financing.

Following the announcement of the 400 million yuan D-1 round of financing in December 2017, the new oxygen company quickly completed the "D-2" round of financing in 3 months. The new oxygen D round financing totaled 600 million yuan, becoming the only platform to enter the D round.

In September 2018, new oxygen announced a $70 million E round of financing.

In March 2011 and June, the line of beauty and peace and beauty symbolized the sprout of China's medical beauty business. Soon entered the initial growth period and barbaric growth period, the industry began to enter the integration development period in 2017, with the new oxygen listing this year, the head effect of China's medical and electrical industry appears.

In May 2, 2019, new oxygen technology (SY.NSDQ) was officially launched on the NASDAQ of the United States. On the same day, new oxygen technology issued 13 million shares of ADS (US depositary shares) at a price of $13.8 per share, raising the total amount of about $179 million.

In August 20th, the new oxygen technology released the two quarter earnings report in 2019. Net profit increased by 230% over the same period last year, with a turnover of more than 285 million yuan, exceeding the company's expected high value. In the first half of the year, net profit exceeded 2018, and the growth rate of paying customers exceeded monthly active average user growth.

In the future, the development trend of medical and electrical providers may still develop towards the direction of intelligence and Internet. In recent years, the medical electronic business platform has accumulated a lot of data in the process of informatization and Internet in the medical beauty industry. These data have laid the foundation for the application of artificial intelligence in the field of primary medical beauty, and enhance the efficiency of the consulting industry by consulting online.