The medical beauty transaction is 1 billion, and the monthly life is 6.77 million. What is the secret of the growth of the new oxygen against the trend?

 

Abstract: On the medical beauty track, in addition to continuing to develop content platforms and building traffic pools, what other things did the "contrarian growth" new oxygen do right?

 

Produced | Dali Finance

Text | Wei Li

 

In the first half of 2020, under the influence of the epidemic, various industries have been affected to varying degrees, and the booming fire of the medical beauty market has also shown a trend of decline. According to the latest China's medical aesthetics service market data, affected by the epidemic, the growth of China's medical aesthetics service industry in 2020 is only 5.7%, which is much lower than the industry growth rate of 18% in 2019, setting a record low in the industry in 5 years.

At present, many domestic industries, especially e-commerce related industries, are showing a recovery trend, and the previous series of actions in the new oxygen layout have given full play to their advantages under the epidemic crisis.

As of June 30, 2020, the total revenue of New Oxygen Technology in the second quarter was 328.2 million yuan, an increase of 15.2% year-on-year; the average monthly active users of the New Oxygen APP reached 6.77 million in the second quarter, an increase of 173.7% year-on-year; the total number of paid users for reservation services exceeded 170,000 people, 3735 paid medical institutions, an increase of 18.3% year-on-year; this quarter, the new oxygen platform facilitated a total of nearly 1 billion yuan in medical and aesthetic services transactions. In terms of monthly active users and paying users, New Oxygen's performance is remarkable.

I believe that the outside world is always curious about the reasons why the new oxygen technology can rise against the trend: from the listing to the industry's cold winter performance is still advancing, how does the new oxygen technology ride the wind and waves?

 

01

The economy of beauty has exploded, and New Oxygen continues to exert its strength on content platform

 

The post-epidemic era has urged the advent of the short video era. The growth rate of the already popular "value economy" has further increased, and people's desire for beauty has become more urgent, which has also promoted the vigorous development of the medical aesthetics industry as a whole. Xinyang accurately seized this opportunity, took advantage of the economy and became the biggest winner in the industry.

Consumers who are still active on the platform under the influence of the epidemic are the true criteria for judging the success of New Oxygen. The financial report disclosed that the average monthly active users of Xinyang APP reached 6.77 million, which is at the forefront of the medical aesthetics vertical APP. Asked about the mystery, New Oxygen Technology CEO Jin Xing said to the outside: "It has built an active community atmosphere for users and medical professionals, and promoted the upward growth of platform traffic."

Since its establishment, Xinyang has always adhered to the development path of "content + e-commerce". In the post-epidemic era, it has accelerated its online process.

First of all, Xinyang constructed a super new media matrix. Under this matrix, Xinyang has a content team of more than 200 people to operate 6 WeChat public accounts, 16 Weibo accounts and 15 short video columns. Covering plastic surgery, beauty, aesthetics, skin care, dressing, fitness, film and television, celebrities, and celebrities. It is distributed through 31 content channels across the entire network. The highest number of page views on the entire network exceeds 1.2 billion times. It is on the new beauty and health list Ranked first.

 

The operating model of the Xinyang APP platform is to focus on the medical beauty industry derived from the "value economy", and only produce highly focused vertical content. By creating a "social + e-commerce" model, the interaction between users is increased, thereby contributing to Transactions between APP users and medical beauty services.

In terms of content creation, Xinyang prefers consumers to convey the experience to consumers, from the popular celebrities such as Yi Nengjing, Jinsha, Zheng Xiyi, to the promotion of beauty seekers to join the experience hall, to hundreds of millions of user diaries Creation subsidies, and then to the launch of the creator incentive program by Xinyang, Xinyang will allow medics who have content production capabilities or come from among the amateurs to produce more content on the platform.

Xinyang has provided hundreds of millions of subsidies to encourage users to write diaries for production content. The content covers topics such as medical beauty encyclopedia, doctor's question and answer, video interviews, beauty diary and recovery calendar, and covers consumer decision-making, preoperative consultation, intraoperative comfort, and postoperative recovery. Up to now, content has been published on Xinyang APP The cumulative number of creators has reached 510,000, including more than 3.5 million beautiful diaries.

More importantly, under such a virtuous cycle of content ecology, extremely stable user value is infiltrated-"it is good if you have used it."

It can be seen that regardless of the volume of content creators, the main force for sharing medical beauty information on Xinyang has never been doctors, experts, but consumers who have actually experienced the project services. This makes the content transmission of Xinyang more credible and convincing. When theory becomes experience and product information becomes consumer language, good communication between Xinyang and users is achieved.

After trust is established, New Oxygen can become the first stop of many people's medical aesthetic experience.

New Oxygen continues to work hard on the content ecology and build a vertical traffic pool for medical beauty. Its unique competitive advantage has been shown in the financial report. Active users increased by 173.7% year-on-year, and paid users exceeded 170,000. New Oxygen's excellent performance on monthly active and paying users, under the cold winter of medical beauty, the medical beauty platform New Oxygen Technology has grown against the trend, demonstrating confidence.

 

02

Internet + benign interaction to provide growth source power for New Oxygen

 

The content ecology allows users to open new oxygen and love to use new oxygen, and the satisfaction of consumer demand by APP functions is an important factor for users to trust new oxygen. Optimizing user experience and satisfying individualized demands are one of the major reasons why New Oxygen can stimulate the continuous growth of monthly active users.

When consumers have a preliminary understanding of the medical aesthetics industry and begin to explore their needs for personalized medical aesthetics services, the advice and guidance of doctors are particularly important. In order to better communicate with doctors and patients and ensure the quality of doctors’ service, Xinyang has launched the industry’s first "Emerald Doctor List" reviewed by the dual standards of technology and aesthetics, launched the doctor’s number, and continued to increase the video face-to-face consultation, so that the service quality can benefit from Internet technology optimizes user experience based on medical beauty services.

 

On the basis that good interaction has been achieved, the new oxygen technology of "the first stock of Internet medical beauty" also needs to leverage Internet technology to enhance APP's functionality beyond content sharing to meet more consumer needs.

To this end, Xinyang has successively launched more than 10 gadgets including AI magic mirror face measurement, video face diagnosis, scan code verification, skin inspection, medical beauty encyclopedia, postoperative communication, etc., to meet the needs of beauty seekers before and after surgery. The different decision-making needs of each key content and information demand node during the middle and postoperative period have constructed a complete internal and external content ecology.

In the past year, the cumulative use of the "magic mirror face detection" gadget has exceeded 150 million times, the cumulative use of the "scan code verification" gadget has also reached 100 million times, and the cumulative use of the "skin detection" has also approached 25 million times; the cumulative number of video consultations in the first quarter of this year reached 88,000, the highest DAU per day of AI magic mirror face measurement exceeded 330,000, and the highest number of users of Q2 new oxygen platform video face diagnosis per day reached 4000; as of June this year, The cumulative usage of the new oxygen gadget has exceeded 510 million times.

The launch of these practical gadgets allows Xinyang to use AI big data to deposit comprehensive medical and aesthetic information and service capabilities, which is undoubtedly an important motivation for Xinyang Technology to continue to rise against the trend in the industry downturn. With the empowerment of science and technology, they have not only become the main starting point for New Oxygen to "take new", but also bring leading influence in the field of health and medical treatment for New Oxygen. On August 27, at the "2020 Changchun Award" awards ceremony, New Oxygen Technology won the annual Outstanding Medical Beauty Platform Award for its efficient and convenient service.

New Oxygen Technology CEO Jin Xing said in the Q2 financial report: “Looking forward, as the new oxygen platform continues to create an open, diverse and trustworthy ecosystem for users and medical professionals, we believe that New Oxygen is The market share of the US industry will continue to rise."

 

03

Work hard and show strong confidence in investment against the trend

 

During the market downturn, in the face of the slow growth of the industry, New Oxygen has not changed in response to ever-changing changes, and proposed "investment invariant". Brand, content, and doctors are the three parts of New Oxygen’s continuous investment, and this wave of operations Achievements illuminate the entire medical beauty industry and attract attention.

When more medical and aesthetic institutions pay more attention to marketing and ignore brand, Xinyang still takes active actions in brand investment and expands the brand effect. In the second quarter, Xinyang implanted popular variety shows such as "Sister Riding the Wind and Waves", "Mother-in-Law and Mother", and hit TV series such as "Twenty Do Not Confusion". , The popular sisters Yi Nengjing, Jin Sha, Zheng Xiyi and others entered Xinyang to publish their beautiful diaries. New Oxygen revealed that during the hot broadcast of "Sister Riding the Wind and Waves", the natural traffic in the new oxygen station increased by 228% year-on-year. New Oxygen took advantage of the opportunity to launch the anti-aging promotion of Chinese medical beauty, detonating the upsurge of medical beauty anti-aging maintenance. During the anti-aging promotion period, the order volume of the new oxygen platform Remaggie increased by 720% year-on-year.

 

In addition to brand investment, AI technology, based on the full-scene upgrade and strategic advancement of the online medical and beauty industry, the prosperous and vigorous content ecology created by Xinyang has brought it a strong upward momentum.

Regarding investment in doctors, whether it is video consultation, video face-to-face consultation, or the "New Oxygen Emerald Doctor List", we see that New Oxygen still follows the industry's core and is committed to building core advantages. As of May 2020, there are 400+ certified face-to-face doctors and 2500+ certified face-to-face doctors in the new oxygen video face-to-face consultation business, covering more than 1,000+ institutions, and the cumulative number of face-to-face consultations is 50,000+.

Whether it is the tempering of the vertical platform content or the launch of gadgets to optimize the user experience, it is a breakthrough that New Oxygen has made in the face of the overall downward trend of the environment during the special period of the epidemic.

There are far-reaching measures to catch the big fish in the long-term, as well as response actions to adapt to environmental changes, accumulating potential energy. With strong focus and value stamina, Xinyang has shown to consumers and investors that it is a vertical platform for top medical beauty. Unique competitive advantage.

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Origin blog.csdn.net/weiqihang/article/details/108330603