With the popularity of mobile Internet, the emergence of a new marketing channel - medical beauty e-commerce platform has made the price information of medical beauty projects more transparent, and has effectively reduced the cost of obtaining customers for institutions and doctors.
However, in the face of many medical beauty platforms and dazzling medical beauty information, how do consumers choose? What are the advantages and disadvantages of the service and responsibility of the medical aesthetic platform?
The research group of Nandu Health Alliance invited a number of plastic surgery and beauty institutions and several medical aesthetic experiencers to evaluate six medical beauty platform APP, including the vertical platform of medical beauty represented by new oxygen, Meibei and more beautiful, the social grass planting platform represented by Xiaohongshu, and the life service platform represented by Meituan and Dianping, which were compared horizontally from six dimensions in two aspects, and scored these medical beauty platform APP one by one.
Six major medical aesthetic platform evaluations
Assessment targets
New Oxygen, Meituan, Dianping, More Beautiful, Meibei, Little Red Book
Evaluation dimensions
1. Service capacity (carrying capacity, channel supervision, response speed)
2. Responsibility (medical beauty public welfare, qualification transparency, corporate social responsibility)
Evaluation time
March 5 - 10, 2022
Classification of assessment objects
Institutions will access as many platforms as possible
Differentiate delivery based on platform attributes
Purely from the perspective of operational customer acquisition, under the condition of budget permitting, large institutions will generally access as many platforms as possible and strive for more consumption "main battlefields". At the same time, the heads of a number of medical beauty institutions told Nandu reporters that in daily operations, institutions will also pay attention to the production ratio of the platform, and choose to go to different platforms for different types of projects and different doctors' IP attributes.
"The production ratio after the strengthening of supervision in 2022 continues to decline. The number of online buyers and the transaction amount are reduced simultaneously, and we will increase the fee to the platform by 30% to maintain traffic and transaction volume. The general manager of a medical aesthetic institution in Beijing told Nandu reporters.
Different medical beauty platforms have different attributes and great differences in operation.
The vertical platform of medical beauty represented by new oxygen, Meibei and more beautiful is vertical in the industry, relatively professional, and accurate in customers, which is suitable for surgical project delivery, but there are also shortcomings of low traffic and high customer acquisition costs;
The social promotion platform represented by Xiaohongshu mainly operates the private domain traffic of bloggers to absorb fans, with large traffic, diverse cooperation models, and a concentration of new customers who first contact medical beauty, but the content is not professional and the wrong guidance of consumers has also led to more customer returns;
The life service platform represented by Meituan and Dianping, merchants mainly rely on the evaluation of word-of-mouth premium, the business circle is accurate, suitable for light medical beauty projects, but the repurchase rate is relatively low, and the guest evaluation weight is too high.
Service capacity assessment: ability to carry goods
The life service platform performs better
For medical beauty institutions, the flow of traffic to the institution is the gold standard for the assessment of beauty institutions. The research group invited a number of hospitals and medical aesthetic institutions to score the platform's ability to carry goods, and comprehensively evaluated the "carrying capacity" of a channel by combining the quantity of drainage, the quality of drainage customers, the return rate/user stickiness, and the single rate.
In this item, the ability of Meituan and Dianping to carry goods is relatively considerable. The performance of new oxygen and little red book in this field can be said to be decent, and the score is close behind. The rest of the APP project is more backward, and the diversion flow is relatively limited.
Service capability assessment: channel supervision
Supervision of low-price promotions to attract customers New oxygen is more powerful
19.9 yuan for a pore cleaning, 9.9 yuan for a laser spot mole, 0.2 yuan for a hair test... Opening a medical aesthetic platform, the research group found that many medical aesthetic institutions gave low-cost promotional projects that are "difficult to cover the cost".
"1 yuan can also do medical beauty", low-cost promotion is reliable? On the black cat complaint platform, because the platform's low price lures customers to the store to consume, the number of complaints about temporary price increases, flickering consumption of higher-priced projects and even forcing loan consumption in the process has reached thousands.
Consumers rushed to the recommendation of the medical beauty platform, and the result was "slaughtered" by the medical beauty institution. Have major medical aesthetic platforms ever supervised the medical aesthetic consumption generated outside the platform? What are the specific regulatory measures?
In this item, Xin oxygen, Meituan, and Dianping have been recognized the most by institutions, and both content and business are strictly supervised, and the rest of the platforms are slightly inferior and rank low.
While the medical beauty industry is developing rapidly, it also exposes the development drawbacks of capital pursuit and blind expansion. According to the complaint data of the China Consumer Association, from 2015 to 2020, the number of complaints in the medical aesthetic industry received by the National Consumer Association increased by 14 times in 5 years, of which inducing consumers to handle beauty online loans has become one of the concentration points of consumer complaints. According to other data, more than 20% of the complaints in medical beauty and beauty complaints are beauty loans.
Some industry experts remind that all Internet platforms related to transactions and content have the obligation and responsibility to supervise the relevant information content, and functional departments, the media and other sectors of society should also form a regulatory synergy in order to jointly maintain consumer safety.
Service strength assessment: responsiveness
More beautiful customer service response speed is the slowest
On the medical aesthetic terminal, not only institutions are using medical aesthetic APP, but download users are also an important customer group of these platforms. Whether the user's question can be answered quickly, professionally and efficiently is an important embodiment of the service strength of the medical aesthetic platform.
To this end, the research group invited a number of medical aesthetic experience officers to conduct practical evaluation of the medical aesthetic platform from the perspective of ordinary consumers.
The evaluation found that in terms of customer service response speed, the response speed of each platform ranged from 1 minute to 49 minutes, and the medical aesthetic customer service response speed of the Dianping and Meituan platforms was the fastest and most professional, and it could be answered within 1 minute after the inquiry.
The services provided by the new oxygen APP are relatively comprehensive, such as consumers can inquire about the qualifications of doctors and hospitals through medical beauty checks, and new users can get the first face-to-face service. But when consulting a doctor, the doctor's response speed depends on his busyness, and a simple text consultation can be answered in about 10 minutes.
The medical beauty experience officer and the more beautiful APP customer service consultation experience took 49 minutes to get a response.
However, the customer service response speed of the more beautiful APP platform is slower, and the medical aesthetic experience officer has a reply 49 minutes after the question and cannot reply to the user's medical aesthetic related questions, and only answers the APP usage questions. Meibei's reply speed is more beautiful and faster, but the content of the APP service is not as beautiful as more beautiful.
From the perspective of the professionalism of the platform customer service response content, each platform has its own advantages and disadvantages.
On the more beautiful APP, meibei medical beauty APP and Xiaohongshu APP, customer service cannot directly provide users with professional answers to questions, and consumers need to understand or find doctors on the platform to understand.
For example, the more beautiful APP customer service does not recommend projects or institutions for consumers, and consumers need to find hospitals and doctors to recommend beauty projects. However, when looking for institutional customer service consultation, the other party will generally recommend users to add WeChat for further details.
Responsibility Assessment: Medical Beauty Public Welfare
Oxygen opened a number of rescue projects
What does plastic surgery bring? The answer is more than just a more beautiful appearance. It can also help children with congenital appearance defects and acquired accidental teratogenic groups to return to normal life, compared with ordinary people, these special "beauty seekers" are vulnerable to discrimination by others in life and employment.
For the medical aesthetic industry, expanding the rescue of this group and reshaping their missing appearance and shape is an important embodiment of corporate responsibility.
The research group combed and found that many medical beauty platforms took the initiative to participate in medical aesthetic related public welfare, such as helping children with deformities to correct, free return to medical aesthetic failure patients, etc.
Taking the platforms of new oxygen, Meibei and Meituan as examples, the "new oxygen beauty plan", "spring wind public welfare plan" and "joint public welfare rescue action", in the medical beauty public welfare cases and related public welfare activities, these three platforms have diversified rescue channels and obvious results, and are in the first echelon;
The display degree of the more beautiful APP in the medical aesthetic public welfare is slightly insufficient, and it is in the second echelon;
Public reviews and Little Red Books can not search for medical beauty public welfare related content at all, and the project score is zero.
Responsibility Assessment: Transparency of Qualifications
Xiaohongshu lacks the publicity of medical aesthetic institution qualification information
Most of the six platforms in this evaluation have strict qualification audits for medical aesthetic institutions, and no items that do not meet the qualification requirements are found in the query.
In terms of institutional qualification transparency, Nandu reporter inquired about 6 medical beauty platforms and found that in addition to the Little Red Book, the remaining 5 platforms have announced institutional qualifications, but some platforms also have problems such as unclear qualification inquiry interface and fewer indexing institutions.
New oxygen, more beautiful, Meibei in the qualification supervision are doing a good job, the platform can be queried medical beauty institutions are eligible to check.
Among them, new oxygen is the best performer of the three, complete information and clear identification, Meibei is decent, relatively speaking, there are fewer medical and aesthetic institutions included in the more beautiful APP, but the design on its qualification page is more reasonable.
Among the three non-medical beauty vertical platforms, Meituan and Dianping share the same set of medical beauty inquiry system (Meituan Medical Beauty), so the qualification supervision of medical beauty is the same as that of professional medical beauty platforms, and they can query business licenses, medical licenses and physician qualifications, but the interface of qualification inquiry is not clear and obvious.
Xiaohongshu is the lowest performing platform in this evaluation, and the qualification information of medical beauty institutions is missing, and it relies more on the user's notes (so the reliability is questionable) or the official number information of other medical beauty platforms, and lacks relevant supervision.
Responsibility Assessment: Csrcity Announcement
Little Red Book, Meituan, and New Oxygen ranked high
More beautiful, Meibei regulatory announcements are relatively small
In daily operation, whether the platform regularly publishes medical aesthetic institutions, post supervision announcements, whether it provides medical aesthetic pit avoidance reminders, guidelines or special areas, and whether it regularly publishes social responsibility reports, which is the main content of this part of the evaluator.
The evaluators found that the overall operation of each platform is relatively good, and most platforms generally set up special areas to guide consumers to remind consumers of medical aesthetics, provide relevant cases and posts to let consumers clearly understand the situation of different projects, and then further analyze whether it is suitable for related projects.
For example, platforms such as Xiaohongshu, Meituan, and New Oxygen will regularly publish regulatory announcements of medical beauty institutions and posts, the content is very clear and detailed, but the number of posts published by platforms such as More Beauty and Meibei is small, and there is no good announcement that it does not meet the requirements.
However, in terms of the disclosure of social responsibility reports, many platforms are generally lacking, and they are not clearly displayed on the official website or official account of the platform. In an increasingly complex business environment, many companies have internal operational needs to disclose non-financial information by choosing to issue social responsibility reports, making companies accountable to a wider range of stakeholders in addition to shareholders, in order to achieve sustainable development.
trend
Guangdong plans to adjust the level of some medical aesthetic surgeries
After the new deal landed, the platform needs to make major adjustments
Due to the rapid development of the medical beauty industry, the original surgical projects are increasing, and recently, Guangdong Province, Hunan Province, Zhejiang Province, Hubei Province, Shanghai Municipality and other places have introduced new versions of the grading standards for medical aesthetic surgery.
On March 9, a previous medical aesthetic industry management document entitled "Letter from the Office of the Guangdong Provincial Health Commission on Soliciting Opinions on the Medical Aesthetic Surgery Project and Its Hierarchical Management Catalogue in Our Province" was officially confirmed by the personnel of the Guangdong Provincial Health Commission.
According to the documents, based on the current chaos of medical safety and medical beauty, the Guangdong Provincial Health Commission plans to adjust and improve the "Catalogue of Graded Management of Medical Beauty Projects" issued in 2009, from 65 projects to 262 projects.
Among them, the original 44 low-level medical aesthetic items were upgraded, such as rhinoplasty from level one to level three, liposuction (1000ml≤ liposuction volume >
It is reported that the document is in the stage of soliciting opinions, in order to understand the impact of the document on the platform after the introduction, better maintain consumer safety, according to the project classification in this document, Nandu reporter randomly selected 10 institutions that can carry out first-level and second-level projects, and inquired in turn on 6 medical beauty platforms, and the results found that there were three-level surgical items, including nasal synthesis, autologous fat full face filling, middle and lower burial line lifting, prosthetic breast augmentation, minimally invasive vaginal tightening and other surgeries.
This also means that once the draft for comments is landed, basically all medical aesthetic platforms and institutions need to be adjusted in compliance and re-approved, and a large number of medical aesthetic clinics and small clinics are either facing closure and transformation, or re-applying for institutional qualification approval.
Planner: Yin Lai You Manni Coordinator: Yang Liyun
Written by: Nandu reporter Yang Liyun Liwen
Intern Yu Han Zhou Haiqi Wang Yifan Zhuo Yixian
Draft: He Xin
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