The trend of "stomatology+Internet" has become inevitable, and women have become the main consumers of stomatology on the Internet.
With the rapid development of the Internet, digital life has gradually replaced many traditional activities, and the online oral platform has gradually been accepted by the public, and the role of online oral platform channels is emerging. The core advantage of the Internet dental platform is that the platform breaks through the barrier of geographical information, and oral consumers can quickly find their own products, doctors and medical institutions through the platform. "Stomatology+Internet" provides diversified needs and convenience for all parties in the dental industry chain: patients, doctors, hospitals and manufacturers.
The trend of consumers' youthfulness in Internet and stomatological hospitals is more obvious, and women are the main consumers. Based on the questionnaire survey and the data of the new oxygen database, among the 70,000 samples, women's online oral consumption accounts for 86.2%, which is much larger than that of male users. Compared with general oral consumption, online oral consumption is more favored by female users, because female users love online shopping and beauty.
There are many spoken Internet users in first-tier cities such as Beijing, spending 1-2 times on average.
Because the speed of obtaining information in first-tier cities is higher than that in second-and third-tier cities, and there are more scientific and technological pilots in first-tier cities than in second-and third-tier cities, in the long run, internet plus in first-tier cities has developed rapidly, with a relatively large population using internet plus. Therefore, the first-tier cities are still the main areas of oral consumption of the Internet, among which Beijing has the largest number of users, accounting for 18.3%. In terms of cities, 88.5% of users spend 1-2 times through the internet, but it is worth noting that 5.3% of users have spent more than 3 times, which is a high-frequency user.
Online oral users gradually break away from the traditional healthy consumption motivation, and 45.9% of consumers aim at changing the overall image.
The consumption motivation of Internet oral users mainly comes from four aspects: treating oral diseases, working needs, making up for tooth defects and changing the overall image. Among them, the purchase motivation of treating oral diseases is related to rigid demand, and 78. 1% people will consume oral cavity. It is worth noting that 60.8% and 45.9% of people will form oral consumption motivation by filling tooth defects and changing the overall image respectively. Overall, the consumption power formed by "beauty" has exceeded the rigid demand. The consumption power formed by "beauty" is rapidly taking shape, bringing new consumption power.
According to the data of "White Paper on Stomatology in 2020", in 20 19- 12, the main sources of new traffic in oral business are orthodontics, tooth cleaning, tooth whitening and tooth veneering. With the continuous expansion of oral business, "new" oral consumption items are increasingly favored by consumers from the dimension of increasing traffic. In 20 19, about 35% internet oral users chose to spend orthodontics, and 13.5% internet oral users chose to spend their teeth washing/cleaning.
Three types of oral medical platforms in internet plus have been formed, and precision marketing has become a breakthrough in market competition.
According to the different entrances, we divide Internet dental platforms into three categories: the first category: ubiquitous Internet dental platforms. Starting from the flood entrance, oral medical service is the secondary/tertiary entrance for consumers with no specific needs, and the typical representatives are: Meituan Review, Ali Department, etc. The second category: consumer medical internet oral platform. Provide medical beauty, dentistry and other consumer medical services for users who need "consumption upgrade". Typical representatives are: new oxygen, beauty, etc. The third category: vertical oral Internet oral platform. Taking the pain point of the dental industry as the breakthrough point, the vertical development of oral related business, typical representatives are: Beizhi, the home of braces, and Yao Yao. Today, these three types of spoken Internet platforms have begun to take shape.
According to the survey of "White Paper on Stomatology in 2020", at present, all kinds of channels/platforms for obtaining traffic tend to be saturated, and the degree of traffic distribution is declining. We believe that with the continuous disappearance of the flow dividend, the main battlefield of the marketing of dental medical institutions in the future lies in accurate flow. Accurate traffic means that the Internet plus oral medical platform starts from a single point and attracts some people with specific needs through the function matrix of video, graphics and community, in exchange for accurate user groups and efficient user conversion.
The marketing method of accurate flow can greatly solve the pain point of customer acquisition cost of dental medical institutions. Research institutions found that the biggest pain point of stomatological hospital operation lies in the cost of obtaining customers, and marketing expenses become the biggest expenditure. Combined with public information and in-depth visits by institutions, the marketing expenses of medical beauty account for about 30%~50% of the total cost, about 4000 ~6000 yuan/person, and the marketing investment of medical beauty dentistry as related business is bound to be huge; The marketing cost of oral medical institutions is relatively high, but the average is above 30%.
The White Paper on Stomatology in 2020 selects 8 10 stomatological institutions with large transaction volume from 2,029 stomatological institutions in Xinyang, and divides them into two categories: imprecise and precise marketing stomatological institutions. According to the data of marketing and income, among these enterprises, 5 1.6% of medical institutions participated in precision marketing, and the single order amount of precision marketing medical institutions was 50%. Medical institutions participating in precision marketing can deliver oral products to users in need more accurately, so the average order price and order volume are much higher than those of general oral medical institutions.
Precision marketing is the breakthrough point for the oral medical industry to effectively acquire customers. The dental medical industry should be based on accurate traffic and conduct accurate advertising by consuming big data.
—— The above data and analysis are all from the Analysis Report on Market Foresight and Investment Strategic Planning of China Stomatological Hospital Industry by Forward-looking Industry Research Institute.