In August 2015, Chunyu Mobile completed a $50 million Series C financing, which is the largest single financing in the domestic mobile health field; in September 2015, the registered network (now renamed Micro Medical Group) raised $394 million, and Become the first unicorn in the mobile medical market. The state of mobile medical eruption is full, then what is the correct development posture for medical beauty as an important part of mobile medical?
More beautiful APP was established in August 2013, previously called the perfect clinic, co-founder Liu Di had previously served as the executive of Dr. Chun Yu. In the two years since its establishment, in order to cope with market changes, it has been changed many times.
In August 2013, the more beautiful predecessor “Perfect Clinic†APP was launched. At that time, the platform was positioned as a doctor-patient community in the plastic surgery industry. It was similar to Dr. Chun Yu, providing a communication and trading platform between plastic surgeons and users.
Later, Liu Di found that for users, how to become beautiful is an ongoing demand. What is needed is not a question and answer tool, but a social stranger in a vertical field, which allows them to share their experiences. In February 2014, more beautiful formally began to transform into social applications, users can share experiences and exchanges on the platform.
In the first half of 2015, more beautifully got the lead of VIVO Capital, and Sequoia Capital invested tens of millions of dollars in Series B financing, and began the transition to consumer medical care.
Consumer medical care
Starting from the different levels of meeting the needs of users, the medical consumption structure can be divided into survival needs, health needs, and aesthetic needs. The three levels of demand are continuously advanced from low to high. Consumer medicine mostly refers to the two consumer needs of health care and aesthetics. The premise is that the body is basically healthy, but in order to maintain and promote health or to meet spiritual needs, to change the medical products consumed by a certain defect of its appearance. . Consumer care is relative to the therapeutic category, and the medical services are biased towards consumer medicine, such as ophthalmology, dentistry, and medical beauty.
With the advent of the age of color, life-care medical services such as plastic surgery, dentistry, ophthalmology, and anti-aging have entered the fast lane of development. They are collectively referred to as the “consumer medical†market. In the mobile medical field, which has been lacking in mature business models, consumer medical projects have shown more powerful liquidity. In China, consumer medical care is a trillion-level market, of which the medical beauty market is about 100 billion yuan, less than 1/10 of the entire consumer medical market. Dental, weight loss, and anti-aging are all larger markets than medical beauty.
Liu Di said that compared with the traditional medical market that Internet companies such as Dr. Chun Yu and Clove Garden focus on, the consumer medical market has the characteristics of higher user consumption frequency, faster market growth and lower policy barriers, thus making it more beautiful. Fast speed to catch up with the pace of the big brothers.
Marketization promotes consumer medical care
Beginning in 2014, more beautifully, it gradually weakened the attributes of plastic surgery and expanded more into beauty health services. Speaking of the transfer of strategic attributes, Liu Di said that the future direction of the more beautiful projects lies in the entire health service market. The subjects of slimming, dentistry and ophthalmology are more market-oriented than those of other medical departments. Even in plastic surgery in public hospitals, many are self-financing and even outsourcing, which is a prerequisite for the development of consumer medical care.
1) Consumer medical projects are less risky than plastic surgery and are easy to standardize. The market for high-end plastics, represented by plastic surgery, is small and risky, and relies on the level and experience of doctors. In contrast, micro-shaping has a higher safety factor and is more dependent on instruments and drugs. It is also easy to standardize, such as face-lifting needles and hyaluronic acid injections. These items can be done by ordinary beauty service personnel. More beautiful to expand to the consumer medical platform, expand dental services, ophthalmology and other service categories, and began to explore other vertical markets such as skin, anti-aging, nutrition.
2) Consumer medical care is an incremental market. Consumer medicine is an incremental market compared to traditional medicine. The frequency of consumer medical user behavior is different from that of public medical programs. Users are generally ill and want to see a doctor, which belongs to the low-frequency category; and consumer medical treatment can be daily beauty. On the one hand, once a beauty project is done, the user's pursuit of beauty will become higher, and it is no longer acceptable to accept the state of not before. Beauty is a never-ending pursuit; on the other hand, more and more users choose time cost. Low and fast micro-shaping, and many projects need to be done at regular intervals. If a part becomes beautiful, it will also want to improve other parts, which results in high frequency and high repurchase rate.
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