At the beginning of 2015, the Beijing Magic Wing interactive team, which just got a $2 million Series A financing at the end of last year, decided to abandon its stranger social products and transformed into a mobile app called “Cat Claw†to provide medical beauty online. Consultation services, and cooperation with medical institutions to conduct consultations in the form of group purchases, thereby entering the field of medical beauty O2O. Compared with the new player of “Cat Clawâ€, it has been rooted in the “Medical Community + O2O Platform†new oxygen in this field for two years. At the end of 2014, it won the bid of 20 million US dollars from Jingxin Capital. The B round of financing is currently the largest medical and economic O2O company announced by the public. In addition, the top companies in the industry have more beautiful (formerly perfect clinics) and Yuemei.com, and the two companies also received millions of dollars in Series A financing from Sequoia and Lianchuang Source in late 2014. In addition, according to the United States, the company has completed the B round of financing in the near future, details will be released within two weeks. Liu Di, a more beautiful CEO from the journalist, has a new oxygen CEO, Jin Xing, who has many years of experience in community operations, former editor-in-chief of Netease, Zhao Ying, founder of Meilu, and Li Wei, CEO of cat claws who started social products. Entrepreneurs are pouring into the O2O industry, which is the embarrassment of this billion-dollar market. According to statistics, in 2014, the number of consumers of medical beauty projects was about 10 million. The average estimated unit price was 10,000 yuan, and the overall market size was over 100 billion. The drawbacks of the opaque information in the traditional medical beauty industry, the current situation of service channels that need to be standardized and transparent by the Internet have given these Internet practitioners the opportunity to reshape the industrial chain. The status quo of the medical beauty industry: the giant has not yet cut in, still a blue sea 1. Non-compliant hospital pit users are the biggest pain points First of all, the medical plastic surgery industry is different from the skin care and beauty industry. It is essentially “medicalâ€, and plastic surgery hospitals and physicians must have relevant qualifications. Nowadays, there are a large number of non-compliant private clinics on the market. While these clinics have tens of billions of benefits every year, they cannot guarantee the quality of plastic surgery. Consumers cannot identify them and cannot solve problems if they have problems. Screening and eliminating these non-compliant clinics is also one of the most central measures for medical and aesthetic O2O entrepreneurs to solve consumer pain points. 2. Hospital “over-marketingâ€, it is difficult for users to obtain accurate information and form reasonable decisions Traditional online consultation, especially in private hospitals, is often used by sales staff of plastic surgery hospitals rather than professional doctors. They do not have professional knowledge to propose solutions for users, but want to “over-promote†and “Additional items†to increase sales performance, which leads to the user's reasonable advice in the process of making consumer decisions. 3. The scale of the plastic surgery institutions is very different: large organizations pay high and high, and small organizations lack traffic introduction. In addition, another characteristic of the medical and aesthetic industry is the differentiation of the scale of the institution: on the one hand, there are large-scale cosmetic and plastic surgery institutions in the country chain such as Immel, Meri, and leaves. Generally, the business area of ​​such a single store will exceed the number. Thousands of square meters, the annual turnover of a single store will be tens of millions or even hundreds of millions; on the other hand, there are a large number of small and medium-sized plastic surgery institutions and more (compliant) private clinics. Those large chain plastic surgery institutions often have their own mature market advertising channels (Baidu, offline advertising) and price system, adopting a high-scoring strategy: on the one hand, they spend tens of millions or even hundreds of millions of dollars each year on advertising. Costs, on the one hand, attract high-end customers through high-priced but guaranteed services. Most small and medium-sized hospitals and private clinics, many of whom are able to provide quality services, suffer from insufficient marketing channels and funding. 4. Internet company transactions account for only 1% of the industry The medical beauty industry is still in the early stages of "Internet +". According to the more beautiful CEO Liu Di, the monthly turnover through the more beautiful diversion has exceeded 50 million yuan, and although Xinhua and Yuemei did not disclose the specific transaction amount, according to some information published online, it can be estimated that it exceeds Tens are not too suspicious. However, the top three in this industry, combined with the turnover of other startups, also accounted for less than 1% of the medical market. It can be seen that in the case that the giant did not enter, the field of medical beauty O2O is still a blue ocean, and everyone is betting on the future. Three entry points for the medical beauty O2O startup 1. Auditing hospital and doctor qualifications is basic After interviews, Hu Ningjun found that the above companies have similar auditing standards for hospitals: the platform is required to upload business licenses, practice licenses and doctor qualifications; for physician qualification certificates, the platform can be based on local health after the institution is uploaded. The bureau official found on the Internet that it could not be found as a counterfeit. These Internet companies have screened hundreds of thousands of compliance public and private hospitals to work with. Taking neo-oxygen and more beautiful as an example, the new oxygen is currently connected to nearly 2,000 hospitals (including compliant private clinics) and about 1,600 doctors; and according to the more beautiful circumstances, the number of hospitals connected to its platform About 1,000, the number of doctors is about 3,000. Yuemei.com is also on the same scale, while the smaller cat claws and the beauty are in the order of hundreds of hospitals. 2. C2C, B2C mode replaces hospital sales To put it simply, these startup companies have adopted the C2C or B2C model in order to solve the problem of information asymmetry and users being "fudged", and do C to C socialization platform horizontally, or vertical B to C self-operate to make services heavy. Like new oxygen and more beautiful is the path of C to C social e-commerce, through user and community feedback mechanism to help users make decisions; while Yuemei, cat claws go by setting up their own consulting team to serve Do heavy routes. 3. Integrate resources for small and medium-sized plastic institutions Despite the recent tears in the “Putian Department†and Baidu, large chain institutions are not willing to cooperate with these O2O platforms. When interviewing the CEOs of these startups, Tiger Sniffs learned that this was because the chain was reluctant to fall into the price war of Internet companies and lower the price of their customers through price transparency. More importantly, behind every Internet O2O company has become a platform-level company ambition, these large chain organizations are reluctant to fall into the Internet company's pipeline is overhead, so they can not continue to reach their "return customers." Nowadays, the development trend of the medical beauty industry is the same as that of the United States. More and more small and medium-sized institutions and private clinics have emerged. More and more doctors are relying on individual brands rather than endorsements from large hospitals. These medical and beauty O2O companies are convinced that these (compliant) small and medium-sized organizations can provide high-quality services, and suffer from the difficulties of no channel promotion, so as to integrate these resources while gaining greater bargaining power.
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