美国强大的医药科研实力支撑着美国的医美行业处于全球龙头地位，美国医美上游龙头企业 Allergan，旗下 BOTOX 产品拥有全球 80%肉毒素市场，肉毒素、 玻尿酸、激光等医美新科技都在美国诞生。
如上文所讲，随着行业的继续发展，信息透明化对称化是必然趋势。新氧、悦美、美呗、美哪里等医美互联网平台的出现，加速了这一趋势。美国2006年出现的 Realself 为市场导流机制提供了有效的路径。此类平台的运营机制基本相同，都是赋权消费者，以消费者分享为核心，同时融合金融交易。在Realself 平均每500美元的支出可对应1万6千美元的回报，投入产出比高达1：32。新氧也推出过500万投入保底2000万业绩的合作模式。试问在当下的医美行业，还有那种营销投入能有这么高的回报率？
In the past month, we have received help messages from no less than 10 institutions, who want to seek transfer because of business difficulties. Throughout the whole industry, there are more and more institutions that are not well managed and can not be sustained. Among them, investors with a hot mind enter the industry rashly and transfer as soon as they start business. There are also those who want to stop loss in time after a period of operation, because they feel that the cost is getting higher and higher, the customer is getting more and more difficult, the unit price is getting lower and lower, and the profit is getting thinner.
Often heard is: medical beauty this line more and more difficult to do!
1、 Why do you think it's not easy?
Because China's medical industry has entered a period of malaise after rapid expansion.
Let's take a look at this description:
"Due to the popularization of micro plastic technology and the convenience of technical operation, the development of the whole industry has been promoted, but at the same time, the entry barriers of medical and aesthetic institutions have been reduced. The characteristics of low barrier industries have resulted in increasingly fierce competition. Due to the homogenization of various plastic surgery institutions, there is a lack of core resources support. In the stock market, increasing advertising investment to compete for customers has become increasingly fierce, and the profits of plastic surgery institutions have declined rapidly. "
This is closely related to the development of the medical and aesthetic industry in our country. However, this is not about China, but the decline of the US medical industry in 2004-2011. History always repeats itself, and the development of medical and aesthetic industry is no exception. It's like how parents teach their children when they are young. It's good for your future life development, and it's basically useless. Some mistakes you must have made before you know you can't do them. Some of them can only be understood after you have experienced life. Of course, this is also the necessary stage of the development of things, from the origin to development, expansion, confusion, depression, new life, and even death.
Confucius said "no two mistakes" as an old man, and Emperor Taizong of the Tang Dynasty said "taking history as a mirror, we can know the rise and fall". As a country with the earliest start, the largest global market, the largest total number of cosmetic surgeons, the largest total number of cosmetic surgery cases and the most mature industry development, how the American Medical and aesthetic industry came out of the slump has a very important reference and guidance for the development of China's medical and aesthetic industry at this stage, and for the future planning of medical and aesthetic institutional investors and policy makers Significance.
According to the data of ISAPS in 2015, the penetration rate of medical treatment courses is 12.6 in the United States, 11.6 in Brazil, 8.9 in South Korea, and only 1.7 in China. From this data, China's medical beauty is far from the saturation period, but there is a huge market growth space!
2、 Why is the medical and aesthetic industry far from the saturation stage depressed? Why does China's low penetration rate of medicine and beauty make practitioners feel "more and more difficult to do"?
It is not difficult to see from the development process of the medical industry in South Korea and the United States that there are three decisive factors for the vigorous development of the industry and the realization and release of market space:
First, the speed of economic development and the level of national income.
The rapid development of China's medical industry and the United States in the past two or three decades is the same as that of the country's economic growth and GDP growth. From the early 1980s to 2011, the GDP growth rate was more than 10%, and in 2007, it reached 14.23%. Since 2011, the proportion has gradually dropped to less than 7%.
So it's not just that medical beauty is not easy to do, but other industries are even worse.
The second is the driving force of medical technology.
The strong medical research strength of the United States supports the U.S. medical industry in the leading position in the world. Allergan, the upstream leading enterprise of the U.S. medical industry, owns 80% of the global Botox market with its Botox products. New medical technologies such as Botox, hyaluronic acid and laser are all born in the United States.
Obviously, we still have a long way to go. The scientific research strength of Chinese medical technology and products has little impetus to the development of the industry. Speaking of this, I remember that I am not the God of Medicine
Third, the perfection of industry supervision and law.
If the industry regulation is not perfect, there will be chaos. At present, the biggest problem in the industry supervision is that the medical and aesthetic supervision department only manages the regular medical and aesthetic institutions, no matter (or is not energetic, unwilling to manage) the illegal medical and aesthetic institutions. It's not that there is no problem with regular medical and beauty institutions. Even if there is a problem, it's also a small problem compared with black clinic, illegal medical practice and beauty salon's operation beyond the scope. Open a room in a hotel, rent a house, and cut eyes, skin and nose for injection in a beauty salon. It's everywhere. The industry's top figures have repeatedly mentioned that the output value of China's illegal medical cosmetology is even greater than that of regular medical cosmetology institutions. We hope that the functional departments of the government will pay more attention to the fight against illegal medical treatment, rather than checking the formal medical institutions that have been put on record.
This is about top-down supervision and bottom-up information transparency, which also needs to be re recognized by practitioners. The high profits of any industry come from the monopoly formed based on the factors of technical barriers and policies (I am not the Swiss Lenin anticancer drug, bank, media in the drug God), or from the long-term accumulated brand assets (luxury goods, sports, film and television industry), or from the information asymmetry between the buyer and the seller.
The high profit in the "easy to do" period of the medical and aesthetic industry in the past few years has little to do with monopoly and brand equity, that is, the information used is asymmetric. Information asymmetry means that as long as she has the ability and wants to do the project, how much money you need is how much money. Not now. Many consumers know how much a botulinum toxin or hyaluronic acid costs.