Jin Xing, Chairman and CEO of New Oxygen Group
The era of "new medical beauty" is coming!
What is "New Medical Beauty"? In this regard, on January 8, at the 7th Oxygen Asia-Pacific Medical Beauty Industry Awards Ceremony held in Sanya, Jin Xing, chairman and CEO of Oxygen Group, gave his answer: "New medical beauty is relative to the old medical beauty with asymmetric information. Its core is to promote the symmetry of medical information by means of the Internet, and optimize the rational allocation of medical resources in the industry to solve practical problems and provide consumers with quality medical aesthetic services. He believes that China Medical Aesthetics has entered the era of "new medical beauty" composed of new supply chains, new technologies, new services, new brands and new information.
According to the "2021 Medical Aesthetic Industry White Paper" of Yan Research Institute of New Oxygen Data, the scale of China's medical aesthetic market is expected to reach 184.6 billion yuan in 2021, returning to the annual compound growth channel of more than 20%; the number of registrations of "medical aesthetic" related companies increased by 270% year-on-year. At the same time, the tightening of supervision has prompted the transformation and upgrading of the industry from extensive to refined development.
"In 2021, the improvement of user risk awareness has forced the development of market compliance, the transformation and upgrading of life beauty institutions into light medical beauty institutions, the transformation of user cognition has led to consumption growth, medical beauty institutions are more willing to do standardized and well-expanded light medical beauty business, and four major factors have promoted the rapid growth of the light medical beauty market." At the same time, Venus said that the rapid growth of the light medical beauty market has accelerated the arrival of the era of "new medical beauty".
The era of "new medical beauty" has begun
In 2021, when the epidemic is normalized and prevented, medical aesthetic consumption has gradually recovered and shown a vigorous growth trend. Botulinum toxin, optoelectronic technology, medical beauty e-commerce, hyaluronic acid, etc. have a clear role in promoting the development of the industry for all to see, and are known as the "four major inventions" of medical beauty. According to the data of Yan Institute of New Oxygen Data, the non-surgical medical aesthetic market has developed rapidly, and the proportion of users has continued to increase, from 72.6% in 2019 to 83.1% in 2021.
On the consumer side, the attributes of popularization make the consumption frequency higher; on the institutional side, light medical beauty institutions have strong replicability and large growth space; on the upstream product side, the demand for equipment and injections is large; at the doctor's end, the shuffle is accelerated, and the demand for plastic surgery doctors and micro-plastic surgeons is cold and warm.
Venus believes that the rapid growth of the light medical aesthetic market has accelerated the arrival of the era of "new medical beauty". Under the new medical aesthetic pattern, the industry has advanced from the five dimensions of new information, new technologies, new services, new brands, and new supply chains.
Specifically, the new information to display professional medical aesthetic industry information to help medical aesthetic consumers rational consumption on the basis of having a certain medical aesthetic knowledge literacy; new technology, that is, the use of the Internet means to break down the information barriers between consumers and medical beauty manufacturers, institutions, doctors, to provide consumers with more high-quality medical aesthetic service choices, which is also the help brought by new technologies to the medical aesthetic industry.
The new service builds a more perfect medical aesthetic service system, establishes a whole chain of medical aesthetic information interaction, from medical beauty manufacturers, medical beauty institutions to consumers, can understand the information information in a timely manner; new brands, that is, relying on technological innovation and service concept changes, so that medical aesthetic consumers have a new understanding of high-quality medical aesthetic services, promote the birth of new brands, and expel bad currencies with good money; new supply chain, using Internet technology + Internet of Things technology application to solve medical aesthetic supply chain problems, build a positive communication bridge for medical aesthetic manufacturers and medical aesthetic institutions, Ensure that consumers enjoy the services of genuine medical aesthetic equipment.
How do companies nuggle for gold?
"The key word of Chinese medical beauty in 2021 is 'light medical beauty'. Between the changes and invariances of this industry outlet, in order to seize the light medical beauty business track, it is necessary to open up the four major levels of professional doctors, genuine fidelity, high cost performance, and repurchase and retention. Venus pointed out.
Taking new oxygen as an example, he introduced that based on the forward-looking insight into market trends, new oxygen has continued to lay out in recent years, strengthening the competitive barriers in the field of light medical beauty by increasing the supply of non-surgical SKUs, launching new oxygen sub-cards, and opening brand flagship stores. It will also use six major strategies to help institutions reduce costs and increase efficiency, and help beauty seekers upgrade their consumption.
First, the retention strategy, through the new oxygen mesa card, while selecting institutions and products, through the special service, customized gifts and other services, to provide services beyond expectations, to help the institution save operating costs, increase customer repurchase; jointly launch the brand card with the medical beauty and pharmaceutical equipment brand manufacturers, to provide users with transparent prices and genuine product protection; and the consumer medical group jointly launched the group card, so that users can enjoy the high-quality service of the brand authorization agency and help users retain.
The second is the price strategy, the platform will carry out multi-dimensional refined mesh subsidies to jointly promote transaction conversion. In 2021, the average number of monthly traders of institutions enjoying the new oxygen platform commission subsidy is 3 times that of non-commission subsidy institutions. In 2022, the new oxygen will take light medical beauty as the starting point to build a "subsidy network" by city, category, group, time period and activity, build a subsidy tower, help institutions win more users, and achieve user online consumption upgrades.
The third is the authenticity strategy, providing manufacturers and their certification bodies with settlement rights and operational support, and improving the penetration rate of brand online authenticity. With the brand's official flagship store as the core starting point, Oxygen opens up the certification system between manufacturers and institutions, and empowers the overall solution of "genuine product protection". Taking the new oxygen drug cabinet as an example, this will open up the "last mile" of medical and medical aesthetic genuine drug circulation management, and realize the transparency and data of the whole link of drug circulation. The data shows that in November 2021, the conversion rate of private messages of the pilot institutions' new oxygen cabinet "genuine guarantee" SKU increased by 181% compared with August, and the growth rate of institutional orders exceeded 400% compared with August.
The fourth is the content strategy, establishing a professional community of light medical beauty selection, and relying on content and community to promote new products, to achieve efficient brand exposure and accelerate consumer decision-making. The layout of the new oxygen community selection business will cover the three links of self-testing, grass planting and decision-making, covering the whole process of consumption from demand germination to ordering. Among them, new oxygen magic mirror, simulated plastic surgery, skin detection, hair design and other gadgets help users self-test their needs; relying on beauty diaries, new oxygen free experience to produce high-quality content to "plant grass" for users; through new oxygen laboratory evaluation, doctor evaluation, 2.1 million KOC experience evaluation and light medical beauty list, etc., to help beauty seekers quickly make consumption decisions.
Fifth, the cost strategy, through equipment leasing, B2B business, for the industrial chain partners to reduce costs and increase efficiency. Relying on the equipment leasing business, we will realize large-scale genuine leasing and build a shared ecology of medical beauty. In the B2B business, we will further innovate the agency model and jointly create a comprehensive young medical aesthetic solution with more brand manufacturers.
Sixth, the strategy of protection, Oxygen will provide more professional comprehensive protection services, empower both sides of supply and demand, and use insurance business to protect the "last kilometer". For users, Oxygen has launched the "Oxygen Yan Bao Medical Beauty Surgical Accident Insurance", which can provide exclusive 1V1 claim services to save time and effort; for institutions, Oxygen has launched "Medical Liability Insurance", which can make up for the economic losses caused by major accidents and diversify business risks.
"The era of new medical aesthetics has arrived. We see the explosive growth of the entire light medical beauty market, the future may be a large number of people into such a consumer field, which is a huge advantage for the industry, light medical beauty may mean a new opportunity for the entire industry, and in this new opportunity, who can better adapt to changes in consumers, regulatory changes, changes in industry trends, who will become the ultimate winner. Venus said.
Responsible Editor: Xu Yunqian Editor-in-Chief: Gong Peijia
![New Oxygen released the "2021 Medical Aesthetic Industry White Paper": Against the current, born to the sun![fig]](data:image/gif;base64,R0lGODlhAQABAIAAAP///wAAACwAAAAAAQABAAACAkQBADs=)