Industry knowledge
What is medical beauty
A detailed explanation
Development of the upstream and downstream of medical beauty
#Medical beauty are respectively what projects
#Development of the whole industry chain
#Characteristics of the upstream, midstream and downstream of each link
Introduction of the medical beauty industry
Medical beauty, as an extension of the demand of the consumption of beauty, is a quality track with both medical high threshold and consumption ceiling. extension, integrating medical and consumer attributes, it is a high-quality track with both a high threshold of medical treatment and a high ceiling of consumption. Compared with basic skincare products, the effect is more direct and faster than color cosmetics products, the improvement of skin condition is more thorough, with strong consumer stickiness and willingness to repurchase. Medical beauty program can be divided into two categories: surgical, non-surgical (also known as light medical beauty). Among them, the surgical project contains facial medical, body medical, skin medical, oral health care and other categories; and non-surgical projects, also known as light medical beauty, including injections, skin beauty and other (photoelectricity, sonic class, intimate care, etc.).
Medical beauty industry chain
The profit distribution of the whole industry chain of medical beauty industry is not very even, from upstream to downstream are raw material manufacturers/injector manufacturers, medical beauty organizations, medical beauty platform. Among them, the upstream raw material manufacturers have a strong right to speak, so their gross profit margin can reach nearly 90%, and the net profit margin can almost reach about 30%.
And the medical platform to master the channel entrance, has the ability to guide the flow, so also hold a certain right to speak. So a head and a tail squeeze, in the middle of the medical beauty organization in turn is the most tired work, take the least salary of the party, but also need to bear greater medical risk.
Medical beauty upstream and downstream
Upstream:The upstream of the medical beauty industry is the production, research and development of raw materials and pharmaceutical suppliers, responsible for the research and development and production of medical supplies, according to the production of products can be further subdivided into the categories of medical equipment and drug supply and manufacturers. Examples include raw materials such as hyaluronic acid, botulinum toxin, collagen, and laser aesthetic devices.
Upstream segment characteristics:
①Manufacturer investment value;
②The most profitable link;
③High barriers
Midstream: medical aesthetic service providers, the middle is mainly service organizations, involving public hospitals plastic surgery department, private medical beauty hospitals and many small clinics, concentration is low, competition is fierce! The middle stream is mainly service organizations, involving plastic surgery departments of public hospitals, private medical beauty hospitals and many small clinics, with low concentration and fierce competition.
Midstream link features:
①Service market fragmentation, profitability levels
②Let her beauty hospitals and medical beauty institutions rely on doctors, difficult to standardize:
③Medicine and beauty institutions are highly dispersed, high marketing costs
Downstream: medical beauty marketing platform, mainly online information services and marketing platforms
Downstream: medical beauty marketing platform, mainly for online information service and marketing platform, including various types of online search APP
Downstream link features:
①Online platform can reduce the cost of medical aesthetic institutions to obtain customers to form a link between the institution and the consumer, to enhance the transparency of the information;
②Able to effectively solve the problem of asymmetry of information, for the merchant to provide an accurate and effective channels for obtaining customers
③Have a high degree of accuracy, geographical Coverage of a wide range of advantages, such as input-output ratio.