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  • 从美、韩医疗美容行业的发展历程,看中国医美机构如何度过萎靡期
  • 本站编辑:365bet足球正版网址发布日期:2020-01-27 18:24 浏览次数:

近一个月,收到了不下十家机构发来的求助信息,因为经营困难欲寻求转让。纵观整个行业,经营不善难以为继的机构越来越多,这其中,有头脑发热贸然进入这行的投资者,刚开业就转让。也有经营了一段时间感受到成本越来越高、获客越来越难、单价越来越低、利润越来越薄想及时止损的。

经常听到的一句话就是:医美这行越来越不好干了!

一、为什么普遍觉得不好干了?

因为中国医美行业已经迈向高速扩张后的萎靡期。

我们来看这样一段描述:

“由于微整形技术的普及,技术操作的便捷化推动了整个行业的发展,但同时也降低了医美机构的进入壁垒。低壁垒行业特征造成竞争日益激烈,各家整形机构由于同质化,缺乏核心资源支撑;存量市场中加大广告投入以争抢客源的行为愈演愈烈,整形机构利润快速下滑。”

这跟我们国家的医美行业发展现状扣得简直是严丝合缝。然而这段话说的不是中国,而是美国2004年-2011年医美行业的萎靡期。历史总是不断重演,医美行业的发展也概莫能外。这就像小时候家长家教育子女应该怎样怎样,这样对你以后人生发展有好处,可以基本没有用。有些错误你一定是犯过了才知道不能做,有些道理你只有阅历过人生才能懂得。当然这也是事物发展的必经阶段,从起源到发展、扩张、混乱、萎靡、新生,直至消亡。

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孔子他老人家说”不二过“,唐太宗说”以史为鉴,可以知兴替“。作为医美行业起步最早、全球市场规模最大、美容整形医生总量最大、美容整形施行术例总数最多、行业发展最成熟的国家——美国医美行业是如何走出萎靡期的,对现阶段的中国医美行业发展、医美机构投资者和决策者对未来的规划,具有非常重要的借鉴和指导意义。

根据国际美容整形外科学会(ISAPS)2015年的数据,医美疗程渗透率以每千人接受医美疗程为单位,美国是12.6,巴西是11.6,韩国是8.9,而中国只有1.7。从这个数据看来,中国医美远远达不到饱和期,反倒是存在巨大的市场成长空间!

二、为什么远未达到饱和期的医美行业却萎靡了呢?为什么中国如此低的医美渗透率却让从业者产生“越来越难做”的感叹?

从韩国和美国的医美行业发展历程中我们不难看出,行业的蓬勃发展和市场空间的变现释放,有三个决定性因素:

一是经济发展速度和国民收入水平。

中国医美迅猛发展的二三十年,也正是国家经济上行、GDP大幅增长的二三十年,从80年代初到2011年,GDP增幅均在10%以上,2007年更是达到了14.23%。而从2011年以后,这一比例逐渐回落到不足7%。

所以说不是仅仅是医美不好干了,别的行业其实更不好干了。

二是医疗科技的推动力。

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。

这方面很显然我们还有很长的路要走,中国医美技术和产品的科研实力,对行业发展的推动力微乎其微。说道这,就想起来《我不是药神》……

三是行业监管和法律的完善性。

行业监管不完善,就一定会混乱。目前行业监管层面最大的问题就是医美监管部门只管正规医美机构,不管(或者是没精力、不愿意管)非法医美。不是说正规医美机构没问题,就算是有问题,相比于黑诊所、非法行医、美容院超范围经营也是小问题。在宾馆开个房间、租个民宅、在美容室里就割双眼皮隆鼻打针,比比皆是。行业里大咖多次提到,中国非法医疗美容的产值甚至比正规医疗美容机构的产值还要大。我们多希望政府职能部门把精力更多的放在打击非法医疗上,而不是对已经备案在册的正规医美机构想起来就查一顿。

这说的是自上而下的监管问题,自下而上的信息透明化问题,也需要从业者们重新认识。任何一个行业的高利润,要么来源于基于技术壁垒和政策等因素而形成的垄断(我不是药神里的瑞士格列宁抗癌药、银行、传媒),要么来源于长期积累的品牌资产(奢侈品类、体育、影视产业),要么就是来源于买卖双方的信息不对称。

医美行业的前些年“好做”时候的高利润,跟垄断、品牌资产几乎没关系,就是利用的信息不对称。信息不对称就是只要她有能力并且想做这个项目,你要多少钱就是多少钱。现在不行了,一支肉毒素、玻尿酸好多消费者进价多少钱都知道。于此同时,医美三方平台已经逐渐取代搜索引擎成为消费者获取信息的新习惯。这就更透明了,一个项目名称输入进去,谁家多少钱哪个医生做术后效果怎么样,一目了然。三方平台的兴起,为促进行业透明化起到了极大的推动作用,这逼迫着机构方必须回归医疗本质,从技术和服务上提升品牌竞争力。

即便是这样,行业还是不够透明!所以渠道型分销型的机构不但还有生存空间,而且扩张的速度还很惊人。这就又引出了美国韩国巴西等医美发达国家过不曾大面积出现过的中国医美独有的另一个问题:

渠道绑客。

渠道绑客的美容院推荐模式和分销模式有一个核心共同点就是通过超常规的高额返利刺激推荐顾客成交,加重了机构运营成本、用短期利益让决策者放弃了品牌规划、偏离了医疗美容的本质、制约了机构的长远发展。

三、问题找到了,出路在哪里?

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?

所以我的第一个建议是:信息透明化势不可挡,基于消费者分享来达到展示和获客目的的医美互联网平台一定要上,并且重视起来。早上早受益,因为案例和口碑的积累需要时间。

与此同时,一旦你上了,你无法不重视和提高技术和服务,如果这两项没做好,还不如不上,大片日记都是负面评价谁受得了。

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.

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