Release date: 2016-07-08 Source: 36æ°ª Dental Nitrile Gloves,Nitrile Gloves Large,Eu Medical Dental Gloves,Gloves Nitrile Disposable Gloves Puyang Linshi Medical Supplies Co., Ltd. , https://www.linshimedical.com
Confused one: while putting rockets, spit bitter water
In 2015, the medical beauty industry has created a myth of nearly 100 billion yuan, and continues to maintain a compound growth rate of more than 30%. The penetration rate of thousands of people is less than 2. Compared with countries with mature medical markets such as Korea and the United States, China is more than ten times more mature. The growth potential, the market situation of more than 100 billion yuan, the imaginary space of tens of billions, the medical and beauty market is really as unstoppable as the rocket. All scholars, investment institutions, and industry insiders seem to have reached a consensus. However, 80% of the institutions in the market are not profitable, and the cost of 7,000 customers has eroded the profit margin of the organization. The medical and aesthetic industry has gradually become a 'malformed industry' with high gross profit margin and low net interest rate. The medical beauty market has a trillion-level prospect, but it is still in a large, fast, chaotic and scattered atmosphere. How to successfully survive and catch the rocket is the focus that we should really pay attention to.
Confused 2: Capital invade and the vast majority of unprofitable institutions
Since 2015, a large amount of capital has begun to lay out the medical and beauty industry. Not only financial investors such as Sequoia Capital, Jingwei, IDG, and Saifu have invested in medical beauty APP, but also industrial capital layouts such as Evergrande, Suning, Langzi, and Winbond. Medical institutions, institutions such as Huahan and Lido, which have already been listed, are also expanding their number of institutions. Behind the capital boom, the net profit margin of medical institutions is worrying.
Confused 3: the difficulties of the public hospital system and the private hospitals
As the representative of the public plastic surgery institution, the speech of Dean Sun Jiaming of Wuhan Xiehe Plastic Surgery Hospital caused a strong response from the participants. Public medical institutions undertake the task of “treatment, research, and teachingâ€. At the same time, the receptor system is as difficult as a wolf in a cage and cannot be market-oriented. But what do public institutions use to keep a good doctor? Wuhan Xiehe proposed the business scope of “all day, the whole land preparation, and the middle of the genitalsâ€, extending the business from the basic medical services of plastic surgery to the consumer medical field of medical beauty. Dean Sun Jiaming also advised private hospitals not to do high-risk, low-profit surgery such as large skinning, transsexuality, and breast reconstruction. After all, public and private hospitals are far from scientific and technical.
At the same time, private medical care is also a useful supplement to the medical system, surpassing public hospitals in terms of medical innovation, service processes, and management efficiency. A group of private hospitals represented by China and South Korea are also actively carrying out management improvement work such as scientific research and JCI certification. The efforts of private organizations are also obvious to all.
Confusion 4: What is the relationship between the return to medical essence and marketing?
"Returning to the essence of medical care" is a slogan that medical institutions like to advertise in recent years. The argument of the Mevos Forum is also quite popular. If an institution does not advertise the essence of returning to medical care, it seems to be synonymous with black shops. However, the essence of returning to medicine is to let the doctor be the master of the house? Isn't advertising and marketing operations and management assessments? I think many organizations don't think about the nature of returning to medicine.
While many organizations are shouting back to the essence of medical care, while trying to learn how to develop a million big orders, how to explore the "lifetime value" and "customer assets" of beauty seekers from the perspectives of medicine, aesthetics and learning. The industry is also full of over-packaging phenomena such as “Micro-Shaping Godfather†“Large-chest Prince†and “Botox Queenâ€.
Confused 5: Does the doctor himself be the boss or concentrate on being a good doctor?
Private medical institutions are complaining that millions of years of salary can't keep doctors' hearts. It is true that the topic of doctors' entrepreneurship is particularly hot this year. Is doctors entrepreneurial inevitable? South Korea and Taiwan seem to be. Doctors' entrepreneurship must cross multiple obstacles such as capital, management, and operation. The problem that "a doctor who can't manage can't be a good boss" is quite representative.
Different from the experience of South Korea and Taiwan, the data proves that the trend of self-employment of doctors in the United States is declining in recent years. After all, entrepreneurship requires too many elements in addition to medical technology. Fortunately, there have been some new explorations in this aspect of China. For example, the model of St. Jiaxin’s full-partnership, doctors and operations team has given us a good inspiration.
Confused 6: Focus and cross-border conflict
There is often a kind of chaos in the industry. Public hospitals look down on private hospitals. Private hospitals look down on hospitals transformed from life and beauty. On the other hand, marketing techniques for life and beauty are also affecting private hospitals and public hospitals. The way of working. Dr. Jing Jing has successfully entered the medical beauty on the basis of more than 40 beauty salons. The two apps “Magpie†and “Happiness†are even more frequent reports. It can be seen that cross-border innovation can create miracles.
Confused 7: Go to the counselor and the intensive consultant training market
This time, Mews is cited as the most controversial page. The PPT is the conclusion of the Ou Huanke’s Yuanbing generals on the 2016 medical beauty trend. The most shocking conclusion is that “the medical beauty consultant will be unemployedâ€. Indeed, public hospitals basically do not have a consultant position. The Maen skin of Winbond Pharmaceuticals does not have a consultant position.
This side is still discussing "going to consult the teacher" in the medical and beauty industry, and the counselor contest is going on in full swing. At the meeting, the communication industry, the big brother, the godfather shared years of communication skills, sticky skills, using traditional knowledge of knowledge to improve customer loyalty, a case of a million large orders seems to be appropriate, a variety of ancillary products are still improving users Passionate enthusiasm.
Is the consultant the chief culprit of not returning to the essence of medicine? We firmly believe that the consultant is an inevitable outcome of the development of the medical and aesthetic industry. The position of the consultant has refined the division of labor of the industry chain, and the fine division of labor is the premise of any industry efficiency.
Confused Eight: One emphasizes embracing the Internet while going from the air to the ground
Medical and beauty institutions have tasted the sweetness of Baidu and know that embracing the Internet can have tomorrow. After Baidu bidding pushed the cost of Internet access to a staggering height, many organizations put the corners of marketing to the ground. Medical and beauty institutions go into bars, campuses, bus stations, shopping centers... Looking forward to backing the air with the ground.
Confused 9: It is difficult to justify the APP and does not raise the efficiency of the industry.
The "Wei Zexi incident" has brought a shock to the medical and aesthetic industry. The cost has been turned over, the effect has been halved, and even the Baidu that can't afford it, and the idea of ​​going to Baidu is quite popular. This has brought significant benefits to the severe vertical medical beauty APP. This Mews Medical App is also an active part of this activity. From the front end of the customer, the establishment of brands, doctor tools and other perspectives, I look forward to a piece of cake, of course, have drawn a big cake. However, in 2015, the leading companies of China Medical Beauty APP had a GMV of no more than 1 billion, while the total output value of 100 billion was less than 1%. It should be said that APP has not played its due role. At the same time, some medical institutions have begun to reject the APP, and believe that the medical beauty APP has lowered the price, intensified the price war, caused low-cost illusion to customers, and difficulty in raising the list. The medical beauty APP seems to be only helpful in the front-end customer acquisition, and has little effect in improving the efficiency of the industry.
Confused 10: The hot medical beauty APP entrepreneurial tide and thousands of products
Although the market share of the medical beauty APP is very small, there is no doubt that the mobile Internet has created a new and huge imagination for the medical beauty. Since 2014, a large number of medical beauty APPs have emerged at the historic moment. The angles and focuss are slightly different. However, most of the thousands of people have a very serious homogenization phenomenon. The dozens of medical beauty apps on the market are not only similar in name but also mostly used. Community + e-commerce + reviews + group purchase mode.
In addition to the above, this forum is a mystery caused by controversy. We are also delighted to see some commonalities and trends in the industry, that is, the medical and aesthetic industries are becoming more and more refined in terms of industry norms, investment structure, and operation management; The organization pays more attention to the management of “customer assets†and develops the lifetime value of users; the focus of institutional marketing changes from single project to beautiful engineering portfolio; the industry pattern gradually shifts to higher industrial concentration and institutions to specialization.
As one of the emerging industries, it is an inevitable trend for the medical beauty industry to continue to pay attention to it. With the help of the Internet +, all organizations and teams should make decisions and integration according to their own situations. Blind optimism and pessimism are easy to make. I am trapped in the mud. In the period of turbulence and change in the medical and beauty environment, it is precisely the period of industrial restructuring and restructuring. Under such a trend, no matter how many confusions and conflicts, there are always hidden opportunities and challenges. Whether it is truly in the world of opportunities, it is even more necessary for every leader to strategize in actual combat, as the first sentence of Dickens's Twin Cities said: "This is the best era and the worst."