The beauty of the heart, everyone has it, and with the changes in economic development and consumption concepts, people's "beautiful heart" is becoming more and more urgent. Under the huge population base, the domestic medical and beauty market has ushered in recent years. Rapid development.

Not long ago, Deloitte released the "China Medical Beauty O2O Market Analysis", which made a detailed forecast of the medical beauty market. From an industry perspective, you can see the development trend of the medical beauty market, and also can derive some medical beauty derivatives. New changes in the industry.

This includes the cross-border areas of consumer finance and medical beauty – the medical beauty staging, which has also faced new changes after years of rushing and sweeping. On behalf of the players, for example, Renbu also adjusts his gameplay in a timely manner in accordance with these changes, or can give the industry a certain reference.

Three major trends in the medical and beauty market

Analysis and refinement of Deloitte's "China Medical Beauty O2O Market Analysis" can draw three major development trends in the medical and beauty market:

1. Market space: fast development and high market ceiling

According to Deloitte's report, in the past four years, the compound growth rate of the medical and beauty market reached 22%. In 2017, the size of China's medical and beauty market has reached 192.5 billion yuan. It is expected that the compound growth rate of the medical and beauty market will remain at 20% in the next four years. The annual market size will reach 481 billion yuan.

Obviously, the medical and beauty market has speed and capacity, and it is not unexpected to become an emerging consumer market.

More importantly, the female market group of medical beauty is 30-59 years old. The population size is expanding according to the current characteristics of China's population development (for example, 1989 is a peak of population birth). In 2016, the population is 306 million people will grow to 331 million by 2020.

Moreover, the proportion of male consumers who used to account for only about 10% of the total, the proportion of consumer medical beauty has increased in recent years, is close to 20% of the total consumer population, and the potential of the male market is not measurable in the short term.

It seems that the medical and beauty market is not only developing fast, but its ceiling is still far from invisible.

2, user characteristics: "disloyal" users become the market normal

Medical beauty can be roughly divided into two types: surgical trauma and beauty, for "big rectification"; non-operating room micro-shaping, local small-scale adjustment to enhance the "face value".

From the perspective of the market, the former has the characteristics of high threshold and high substitution difficulty. Consumers have strong adhesiveness to the doctor's technology and institutional services. The case beauty is not for anyone; the latter On the contrary, due to the maturity of minimally invasive beauty, as long as there are materials and equipment (such as hyaluronic acid), the general formal medical institutions can implement.

In Deloitte's report, the proportion of people who choose micro-shaping in the medical and beauty consumer groups has been expanding, from 59% in 2011 to 71% in 2018 (expected).

For medical and beauty institutions, this means that as the market grows rapidly, the “unfaithful” user base is also growing, and the medical and aesthetic institutions become homogenous institutions, becoming the implementation place for beauty products, and consumer spending. Micro-shaping is like buying a bottle of water at any convenience store.

3. Development track: The meaning of the derivative industry becomes stronger

As a huge market, medical beauty is not only a medical and aesthetic institution, but also naturally produces a variety of "supporting" industries. Deloitte's report focuses on the analysis of the development of medical beauty O2O. In fact, from Deloitte's analysis, a simple conclusion can be drawn: the derivative industries of the medical and beauty industry are all improving the commercial efficiency of the industry through the Internet.

Among them, there are both large-scale O2O and medical and medical staging that make medical and beauty transactions more likely. For the medical and beauty industry, on the one hand, it can be considered that the rapid development of the industry has promoted the prosperity of the derivative industry. On the other hand, it can be considered that the derivative industry in turn promotes the maturity and improvement of medical beauty.

After the rushing raid, there are four major "new changes" in the medical and beauty staging.

It is precisely because of the trend of the medical beauty industry that the medical beauty staging itself has evolved with the development of the “main industry” and evolved to adapt to the “new changes” of the market, including any purchases by the industry mainstream players. Demonstration.

1, from "function" to "service"

In the past, medical and beauty staging said that it was only the east wind of medical beauty and consumer finance, and cut into the market to provide the function of “payment by installment”, and obtained its own benefits.

With the development of the medical and beauty industry, simply providing the "function" of staging has been far from meeting the needs of B-end medical institutions and C-end medical consumers. Medical beauty staging has inevitably become one of the key players to improve the quality of service in the industry.

In the industry, “Make young life more quality” is committed to providing better services and experience. In the various scenarios of access, we are equipped with specialists and sales operations support. Consumers have the will and ability to do so. Standard credit can achieve a worry-free aesthetic experience. Obviously, staging itself is not just a function, but a key link for consumers to seek a more beautiful one-stop experience.

2, from "sexual business" to standardized operation

Any industry was initially a grass-roots development, and finally left a relatively standard player through a major shuffle. The medical beauty staging is no exception. The process of eliminating the industry in the past one or two years is essentially to eliminate the standardization of the enterprise, so that those who have set up a grass-roots team and pull the funds will dare to launch the platform.

After the outbreak of the industry and the dividends that can be divided into one piece, the medical and beauty staging is more advocating the standardization process and operation, and such a platform can develop longer. For example, the reason why Renbu can become a premium brand in the industry is to use efficiency as a standard and use digital as a driving force to drive overall operations.

The management of Renbu is convinced that emotional management is only an appearance. Even Ali’s direct sales force relies on morale to fight, but Ali still relies on data management, and CRM systems and lead management are improving efficiency. In the purchase, whether it is a strong data-based business such as risk control, or market insights for different consumer groups, it reflects the thinking of data, and digs deep in data width, breadth and latitude.

3. Cooperation from third parties to value collaboration

This can be said to correspond to the change from "function" to "service". In the past, the medical beauty staging was essentially a “third-party service” that the medical and beauty institutions had in order to better serve their customers. It was only a partner who shared and shared benefits.

Nowadays, with the deepening of the demand of the medical industry in the medical industry and the repositioning of the value of the medical and beauty staging after shuffling, the role of the third-party partner of the medical and beauty staging has already begun to transform into the value synergy role. The staging is no longer a third party that does its own business, but is deeply tied to the development of the medical and beauty industry.

Not long ago, the China Plastic and Aesthetic Industry Association organized the first authoritative report on the medical beauty industry, "China Medical Beauty Industry Annual Development Survey Report". In such a medical and beauty industry report, there was a medical beauty staging platform. The buy-in staging from Vanke Jinke became an important case. This fully shows that the medical beauty staging is no longer just an "outsider", but becomes an indispensable value synergy. "Experience" to this point of medical beauty, such as any purchase, will precipitate and lead the industry.

Three levels of PK, the final outcome of the medical beauty staging

Summarizing these changes, the reality of the medical beauty staging industry should be considered. It is the competition of these three levels to decide the winners and losers of the medical beauty in the future and decide who will become the master.

1. Precipitation: Matthew effect and benign circulation

With thousands of “concentrated” to around 30, the medical beauty staging platform is actually in the market, in addition to industry reshuffle. At this time, compared with the past "staking the horses", the "Matthew effect" of the market began to form.

Take Renbu as an example. At present, Renbu has already served 700 medical and aesthetic institutions, which brings the Matthew effect from three levels or to the purchase:

1 Operational experience precipitation: In the face of the market's thousands of people's B-side business needs and C-end consumer demand, the company has accumulated experience through cases and will enhance its ability to cope with complex demands;

2 Wind control accuracy: Whether it is a credit risk measurement for C-side consumers or a fraud risk for B-end institutions, more case data means more precise risk control;

3 Brand power gathering: As we all know, with financial-related services, brands have become very important. In addition to business success, more cases of service are actually a brand endorsement of customers or users.

In general, the 700 medical and beauty institutions case means that Renbu has taken the lead in forming a virtuous circle in the industry. The Matthew effect makes the market expansion of Renbu become more and more like “snowballing”.

2, the concept: from sales oriented to "trust triangle"

There is no doubt that the old business philosophy of just thinking about earning interest is outdated. Under the banner of value synergy, the platform management concept of medical beauty staging should shift from the past sales orientation to the “trust triangle”, that is, realize the mutual trust relationship between itself, B and C.

This is because, in the past, the rapid and irregular development of the medical and aesthetic industry itself, the trust between consumers and medical beauty was not too strong. Later, after the medical beauty was entered, the trust relationship did not improve. On the contrary, because of some disgraceful actions in the consumer finance industry, the trust of the three parties is in a very fragile state.

It is extremely urgent to realize mutual trust through the three wins of medical and beauty staging, medical and aesthetic institutions and users. From the case of any purchase, it has achieved simple operation (three-minute application, full-time APP operation, convenient repayment), product customization (high quota, flexible rate, 5-minute lightning approval, multiple stage options) Safe and reliable (private security, user information operation specification, data security) and other high-quality experience, and through the staff and sales operations support, assist merchants and users to complete the data application, real-time lending 1V1 service in 3 minutes, let the medical institutions The user feels convenient and close to the staging experience, and the establishment of trust is no longer a problem.

3. Innovation: find the unique advantages of the platform and form a moat

Although they are all medical and medical staging, different platforms definitely need to find their own unique competitive advantages, which is a further necessity for the medical and beauty staging platform.

This kind of differentiation has different expressions. From the case of any purchase, it chose the "customized empowerment" innovation, on the basis of the value community, redefining the medical beauty staging, and also solving the medical beauty institutions. The problem of staying in the guest provides a feasible path for medical and aesthetic institutions to get out of the user's "disloyalty".

“Customized empowerment” means that any purchase can match different operating, marketing, financial, service and other solutions according to the pain points and needs of different medical institutions, and truly proceed from the needs of medical institutions. Solving the problem can also be understood as the customized marketing of “Thousands of Shops”.

For Ren Buy, this higher-dimensional innovation has built an insurmountable moat for competitors. For the industry, it also shows that the medical beauty staging platform must maintain a competitive advantage for a long time, and the subversive innovation of the old thinking must Indispensable.

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