Competing for the 850 billion market: Medical beauty OTO staged the Three Kingdoms kill?

In the past few days, there have been many Internet events in the medical beauty industry. First, the leading third-party referral platform “Melbe” in the plastics industry received a venture capital investment of 20 million yuan. Then on the 18th, Jingdong Mall announced Jingdong Plastics. The e-commerce officially went online.

It can be said that the Internet OTO around the medical beauty industry has revived.

Medical beauty OTO staged the Three Kingdoms kill?

Earlier, some media reported that in the next 2018, China's medical beauty market will reach 850 billion. Regardless of the accuracy of this figure, at least it can be seen that the huge development space of China's medical beauty industry has already made the capital look at it and drool.

From now on, in the various types of companies that are active in the field of medical beauty OTO, apart from the online marketing platform of the plastic surgery hospital, it can basically be divided into three categories:

The first category is represented by the current four major medical beauty APPs. I call it the “platformist”, including the beautiful, beautiful, beautiful, and new oxygen communities. Different, its inner core is still a platform, can be seen as a "plastic industry" Taobao similar to Ma Yun, this kind of APP hopes to copy Taobao's successful experience, gather two heads (plastic customers, plastic surgery hospitals), earn their own platform Profit, the focus is of course the merchants (plastic surgery hospitals, doctors, equipment, cosmetics).

The second category is the emerging model such as Jingdong. I call it the “entry party” and Baidu is also included. In the past, Baidu's search portal firmly controlled the passenger flow of plastic surgery hospitals. You are welcome to say that if there is no Baidu bidding, more than 80% of plastic surgery hospitals will die. For this reason, Baidu has also earned a lot of money. .

Under the Baidu money-making effect, JD.com, which is also the gateway to Internet traffic, is certainly unwilling to be lonely. Open vertical plastics e-commerce, directly sell plastic products that can be standardized on the Internet, and open channels for direct dialogue transactions between plastic surgery hospitals and potential customers, and compete with Baidu. Medical beauty market. Mobile news clients such as NetEase and Sohu rely on their mobile Internet portals to try to direct the huge online traffic to the medical beauty industry.

The third category is represented by Yuemei.com and Meierbei. It has been deeply cultivating the medical beauty industry on the Internet and has accumulated a large customer base of plastic surgery professional websites. Melbe is a little different and is a purely third-party website. There is no passenger flow, but the customer's precise conversion ability is strong. Yuemei.com has the opposite customer resources. It can never be used well. At present, this kind of focus can be called “professionalism” on the website of traditional Internet. .

The advantages and shortcomings of the medical OTO business form

The platform, the entrance party, the professional school, these three medical beauty OTO business forms have their own advantages, but also have shortcomings.

The platform of the four major medical beauty APPs, the operators are mostly Internet entrepreneurs, in the understanding of the essence of mobile Internet, open up innovative models, no one can be right. The downside is that they hope to take a shortcut with capital and the Internet. They are turning around and playing for beauty and plastic surgery hospitals. They are unwilling to work hard. In fact, they are farther away from the goals they want to achieve.

The advantage of Jingdong, Netease and other importers is that there is a huge amount of passenger traffic. This part of the traffic is a must-eat for the plastic surgery hospital, at least as a bargaining chip with Baidu; the disadvantage is that Jingdong, NetEase and Baidu is different. Just entering this field, we still don't understand the plastics industry. How to realize the resources of our own hands well, and reach a win-win model with plastic surgery hospitals, we need to explore.

The advantage of the “professionals” represented by Yuemei.com and Meierbe is that they are the most familiar with the plastics industry in the three types, and they are also the most contacted with plastic surgery hospitals, knowing how to make money from this industry. There are also precise customers on hand. The disadvantage is precisely this, and the plastic surgery hospital is too close, can not jump out of the industry to calmly judge, can not be a revolutionary, leader and subversive.

It is believed that with the arrival of capital, the future medical and OTO market will launch more intense competition. The result of the killing of the Three Kingdoms is the emergence of a unified military and lake leader, or a more chaotic warlord, so let us wait and see.

It is still an old saying, who can seize the consumer and see the trend of the industry development, who can become the king and winner in the market.

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