Transparent cosmetic surgery, an attempt by heavy enthusiasts
Yuemei was launched in early 2012, which is an O2O platform focusing on the plastic surgery market, where beauty seekers can make plastic surgery consulting appointments, online transactions and consumer decision-making, and plastic surgeons can use the platform to expand their own influence, and medical institutions can use the platform to gain access to high-quality products at a low cost. The medical organization can use the platform to expand their influence, and the medical organization can use the low-cost to obtain high-quality users. The first thing you need to do is to get your hands on some of the most popular products on the market.
The first step in the process is to make sure that you have a good understanding of what is going on in the world, and that you have a good understanding of what is going on in the world. Talking about the original intention of the establishment of Yuemei, to Xiaoqin said that this actually has a lot to do with their own experience. Before founding Yuemei, she had an obsession with beauty, and every once in a while she might go for an in-depth experience. It was during this process that many of the industry's pain points were discovered.
First, regarding the plastic surgery and beauty market, there are a large number of informal institutions offline, or the existence of unqualified institutions. Xiang Xiaoqin said, in fact, now many people talk about medical color, this is actually a misunderstanding, the reason lies in the public beauty and plastic beauty two market confusion. Plastic surgery involves injecting drugs, knife, there is a certain risk, which means that the medical institutions that can move these surgeries must have certain qualifications. The industry's current predicament is that a large number of unqualified general beauty organizations are also carrying out these surgeries.
Second, the entire beauty market industry practitioners and doctors of varying qualities, the medical institutions of the consumer itself there is a lot of non-transparent situation, counterfeiting, false propaganda, excessive marketing and other phenomena. Consumers know very little about the program that suits them, the efficiency of consumer choice services is very poor, and there are many doctor-patient disputes that arise after problems occur.
Third, in addition to the irregular medical institutions, the formal qualification of the organization, the high cost of the user to become the organization can not afford to light, the promotion of a single channel, highly dependent on the search engine inflow. The dispute between Baidu and Putian system to some extent illustrates this problem. According to the theory that the wool comes out of the sheep's body, these costs are naturally transferred to the consumer, making the plastic market appear a kind of deformed prosperity.
For Xiang Xiaoqin, these are both her own experiences in seeking out services and the industry's general unspoken rules. Why not make your own platform to solve these pain points and provide a credible and transparent decision-making platform for beauty seekers? The company was born out of such a background.
From media portal to O2O platform, the closed-loop road of Yuemei.com
Yuemei.com may not be considered an O2O platform at the beginning of its birth, and in the early days, Yuemei was mainly located in the professional media and interactive portals, which provided users with professional knowledge of plastic surgery and cosmetic surgery, as well as some of the problems encountered by the patients when they had problems with plastic surgery and cosmetic surgery, they could consult with the doctors on the platform. Consultation. It also provides reviews of medical institutions and doctors to help users make consumer decisions.
When it comes to user reviews, to digress, Xiang Xiaoqin said that the plastic surgery market is actually a low-frequency, high-value consumption, the number of reviews of a specific project is not as many as the catering industry on the Dianping, but the value of these reviews for consumers is far more than the catering industry. A large number of users with potential consumer demand gathered in Yuemei.com platform, which helped Yuemei.com attract a large number of B-side medical institutions and professional doctors stationed in the B-side, at present Yuemei.com platform has more than 1,600 doctors active on the platform of online certification, and completed the inclusion of more than 4,000 medical institutions. The next step will be to move the appointment and even the payment link to the line in fact, it has become a necessary road for the development of Yuemei network.
O2O closed loop road is not good to go, the pursuit of user experience than the previous requirements will only be higher. Yuemei.com in order to allow beauty seekers to find services conveniently and safely. On the one hand, by establishing an evaluation system that combines consumers and medical editors, it helps consumers to be able to better screen medical institutions. On the other hand, the hospital level, scope of operation, doctor title and so on, strict audit, now Yuemei has thousands of medical program SKUs are the product of strict audit, reduce the user's decision-making risk.
With the popularization of mobile devices, it has become possible for consumers to make decisions on the mobile side. Now the Yuemei network basically realized the O2O closed loop, and the most important product of this is - Tao plastic surgery. Tao plastic surgery in the view of Xiang Xiaoqin is a bit like the Toutiao travel network, offline some of the cumbersome project to break up the reloading, into a standardized product and then recommended to consumers. To Xiaoqin believes that the medical cosmetic and traditional medicine is not the same, and is not sick to see a doctor just need, but a kind of icing on the cake of light luxury consumption, the user experience basically determines how far a platform can go.
Standing on the wind mouth, Yuemei completed the differentiation of the metamorphosis
Industry data show that in 2014 the domestic medical beauty industry revenue will be more than 100 billion yuan, at the same time, the industry is still in more than 30% per annum growth rate. The huge growth potential of the medical beauty industry has also led to the emergence of a large number of startups in this market. Typical ones include Xinox and More Beauty, which have already received financing, and Yuemei, which received a multi-million-dollar Series A round of financing in September 2014, and these three have now become the first echelon of leaders in this market.
In the face of the increasingly fierce competition in the industry, Xiang Xiaoqin believes that Yuemei is taking a different path compared to its competitors. As mentioned earlier, plastic surgery and mass beauty are actually two different markets. Popular beauty typical of the beaver home such as door-to-door manicure is mostly a low-frequency high-value consumption, while the plastic beauty market unit price is much higher. To Xiaoqin revealed Yuemei platform on the average unit price of more than 8,000 yuan, for consumers this is not a simple look at the online information can complete the decision-making behavior.
In Xiang Xiaoqin's view, many platforms are beginning to gradually move towards the mass beauty market, and in the future these companies will no longer be competitors of Yuemei. The extension from low-frequency to high-frequency is actually very difficult, and vice versa is easier to succeed. When these platforms have attracted enough users through high-frequency consumption, it is hard to imagine that they will plough deeper into the plastic surgery and beauty market, instead of choosing the spa, manicure and other light decision-making markets. The same amount of traffic translates into a higher natural conversion rate for high-frequency consumption, and a community that includes a broader range of content makes it impossible for a niche group to find a sense of identity.
The cosmetic market has a very high unit price, and we don't need a broad user base, we just need to maintain a good user base for the corresponding needs. The key is to ensure that the community is of high quality so that it can continue to provide value to the users. Now Yuemei provides all aspects of cosmetic services except surgery, including counseling, post-tracking, offline services, etc., which allows consumers to have a good closed-loop experience. And not blindly from the crowd cut into the mass beauty market, which also allows Yuemei to embark on a relatively differentiated development path.
Misunderstandings and risks, Yuemei still need to be vigilant about these issues
Yuemei seems to be a good solution to consumer decision-making, information opacity, the cost of acquiring users of medical institutions is too high and other common problems in the industry, but this does not mean that the development of Yuemei can be smooth sailing.
Misconceptions and risks, in fact, have always accompanied the development of the plastic surgery industry. The existence of a large number of unqualified offline medical institutions, bringing risks to the platform, once the consumer's surgery problems, the platform is bound to take responsibility, and plastic surgery itself there are many misunderstood.
However, regarding the business model may be the biggest problem for the beauty, Yuemei said that the platform will not charge the C-users, but only as an intermediary bridge to help consumers make decisions. Specific profitability, it will choose to charge the B side of the organization.
Xiang Xiaoqin said to deer network, Yuemei did notice the problem. Right now in order to business rankings objective independence, Yuemei on the one hand through the website itself has the expertise of the background of medical editors will be on the qualification survey of medical institutions, combined with the return visit will be after the user experience of medical institutions, to ensure that ranked in front of the medical institutions can be welcomed by the user and the service is guaranteed. On the other hand, through the experience of the consumer's own evaluation and scoring of the medical institutions to carry out an effective evaluation, to eliminate the phenomenon of bidding rankings.
However, there is still a question mark over this point, because Yumi.com is actually somewhat similar to Dianping, so it is very likely that it will generate a bidding ranking phenomenon. Because all the similar review platforms now say they are objective, but the platforms that can really be objective and fair, and do not intervene at all, are basically non-existent.
Regarding the development of the mobile terminal, the current Yuemei still has many shortcomings. Yuemei in the mobile terminal mainly rely on html5 mobile Web page and mobile App two major channels, which means that it needs to be highly dependent on search engines and application market, but this aspect of the user acquisition cost is extremely high, the competition is extremely fierce, especially after a large number of competitors to obtain financing. The cost and difficulty of acquiring users for Yumi can be said to be rapidly escalating.
The current Yuemei on WeChat service number, Baidu direct number, Taobao service window three major traffic channels but did not make too many attempts, which makes the deer network feel very puzzled. WeChat, Baidu Mobile Search, and Alipay Wallet have become, to a certain extent, the most high-frequency apps for Chinese users, and they take up the vast majority of their time. At a time when a range of beauty startups are rapidly acquiring users through these channels, Yuemei is not paying much attention to them, which will undoubtedly make it lag behind its competitors in the future.
In the end,
Yuemi's windfall has some shortcomings, but its years of immersion in the cosmetic beauty market have given it a foothold in the market. Yuemei's success also symbolizes the industrial upgrading of the cosmetic industry, towards formalization has become a trend. In the next market competition, the company that can provide users with the best quality service and experience will become the leader.