Established for 10 years, the company is deeply rooted in skin and beauty. The Star and Medical Beauty Group (hereinafter referred to as Xinghe) from Taiwan, China plans to open 100 real chains in mainland China in the next three years. As a new medical and beauty market, Light Medical Beauty has built its own mode of operation in the traditional large-scale plastic surgery hospital and Shengmei. Under the similar homogenized market competition, Xinghe relies on efficient passengers. The way and the chain mode of replication have already laid out 14 institutions in the Mainland. So what are the characteristics of the light medical market, and how do you build your own differentiated operating routes? To this end, the arterial network reporter interviewed Star and founder Lin Xinyi. Lin Xinyi, founder of Xinghe Medical Group Here are some wonderful points: 1. Strategic cooperation between optoelectronic devices and bio-consumables is a very important link to consumers; 2. The rise of the younger generation of medical and aesthetic consumers has forced traditional institutions to conduct changes and upgrades in customer service and service processes; 3, light medical beauty industry seems to be hot in the homogenization competition, the key to breakout lies in innovation and differentiation, Xinghe wants to create an affordable brand similar to "famous excellent products"; 4, the essence of the service process SOP is that the process management is accurate to the minute and second. The difference between China's Taiwan and the mainland market lies in the introduction of new technologies and products. Compared with countries and regions with early and mature medical and aesthetic industries such as Europe, the United States, Japan and South Korea, the penetration rate can reach 12%-15%, while the penetration rate in mainland China is currently only about 2%. However, according to the "New Oxygen 2018 Medical Aesthetics White Paper" data, the size of China's medical and beauty market may reach 224.5 billion yuan, a year-on-year growth rate of 27.57%, compared with South Korea, there is 6 times growth, and after 90 It is the absolute main force of plastic surgery. After 00, the momentum of medical beauty consumption is stronger than that of the 1990s. The potential of the incremental market is huge. In the next 10 years, it may become a large-scale health industry with a scale of one trillion yuan. For the difference between China and Taiwan and the mainland medical market, Lin Xingyi used the “roadside booth†and “hypermarket†to describe the two types of medical and beauty markets in Taiwan, South Korea and the Mainland. "The two models have their own advantages and disadvantages. After decades of development, the mainland market, especially plastic surgery hospitals, and life beauty have been in a relatively monopolistic state. The market actually needs a new industrial form to meet the needs of young consumers. The beauty of the demand." Lin Xinyi believes that as far as the online information gap is concerned, the difference is not too big. Different scenes will produce corresponding demands. "The nature of beauty is similar in the world, and even more Internet platform dividends can be enjoyed in the Mainland. For example, new oxygen and other medical beauty APP, US group comments, etc., Taiwan is mainly a unified Facebook and Google platform, the biggest difference is still in supervision, CDFA approved equipment supplies are less, some medical treatment and treatment can not be synchronized in the Mainland ." The reporter learned that there is a large gap in the number of hyaluronic acid available in Taiwan and the mainland market. "But biotechnology research and development is a very cutting-edge technology. Star and Taiwan will receive the first step of information and products earlier, accumulating treatment. After the experience and guidelines, it will be transformed and promoted to various stores in the Mainland. Therefore, our doctors have an advantage in education than other brands. I also come to this point to come to the mainland to do chain brand incubation." According to the data, in Taiwan, Lin Xinyi founded the Medical Beauty Quality Assurance Society. Through the association, he gathered Taiwan's medical and beauty brand manufacturers to unify strategic cooperation and control the production and sales experience and machine imports. "So we have deep cooperation with American and European manufacturers, and we are preparing for CFDA approval. Some treatments have been in operation in Taiwan for many years. For example, Rubik's Cube is a hybrid hyaluronic acid and laser. The rejuvenation effect is three times that of ultrasonic knives. Up to five times, the mainland has not yet been introduced, and Xinghe has already laid the foundation, and can enjoy the first-mover advantage after the official introduction." The strategic cooperation of optoelectronic devices and bio-consumables is a very important part of connecting consumers. In the next two or three years, Xinghe will also cooperate with manufacturers. Positioning the skin is light and beautiful, not homogenizing competition China's medical and beauty market, since the 1990s, after more than 10 years of gold development, whether in the medical beauty or the beauty, there have been some giants. With the rise of the younger generation of medical and aesthetic consumers after the 90s, it is slowly In the face of these organizations to change and upgrade, such as the customer, the service process, the previous rough operating model, need to be refined iteration. The light medical beauty chain represented by skin rejuvenation is an industrial form that has gradually emerged in the Chinese mainland market in recent years, especially in first-tier cities such as Beishangguangshen and Shenzhen. Because it is a new thing, there is no sample to learn from. Problems such as homogenization, and even the situation where doctors and doctors dig each other. In this regard, Lin Xinyi believes that "the key reason for this industry's hotness is homogenization competition. If it is still the traditional Baidu, traditional channel promotion, and the mode of consulting by the consultant, it will definitely fall into the state of the Red Sea, because Competition is the same kind of resources. But after the mobile Internet technology comes in, we must insist on innovation and differentiation. Xinghe is doing a relatively cheap medical beauty, based on the abundant resources we have accumulated in Taiwan for 10 years, we can dispatch Taiwan Doctor medical resources and training new medical doctors." In China, regional large-scale small medical beauty chain brands are relatively easy to achieve, but once a true national chain is formed, it is difficult to build standardized SKUs and service processes like McDonald's and KFC. “This is all over the world. Medical institutions are faced with such a dilemma. With 10 years of industry success and brand recognition, Xinghe has the ability to mobilize matching medical resources, otherwise it is difficult to expand and make parity." Similar to the "famous and excellent products" of the medical aesthetics, Xinghe is just going to take such a path to popularize medical services and medical care products that can make girls beautiful. "This is a blue ocean, but the problem that needs to be solved as soon as possible is standardized. Problem, we have gradually explored replicable samples." Doctor is undergoing face consultation The reporter learned that Xinghe's main business is four major sectors, skin management, micro-finishing sculpture, anti-aging young and photoelectric center. "Basically we do not make plastic surgery, compared to other light medical beauty chain brands, our The advantage is actually a decade of brand, technology accumulation and very Internet-based operation. In Taiwan, Star and KOL's testimonials and blogs accumulate brand awareness, all users come online. Internetization and data-driven thinking continue throughout, and no consultants can operate very efficiently." From the perspective of the entire industry, Lin Xinyi believes that the medical industry is the closest to consumption and fast-moving industries. It is actually a medical beauty. There are no consultants in the satellite and offline organizations. The operation is highly Internet-oriented, and it is not on the scene with users online. Communication, "The concept of the Internet is not new at all, but it is very different in the medical industry, shortening the distance between users and helping to build trust." In the specific light medical beauty project, Lin Xinyi revealed: "I recognize that the skin is younger, and I will only focus on this one in the future. Physical rejuvenation is the focus of fitness institutions." With the mature technology and training system accumulated in Taiwan operation, “Xinghe will select the best quality and competitive price explosion products, such as Ruilan Hyaluronic Acid, first engage in the first date interaction with users, and hope to be in the future. The product iteration is going to get the profit, so we see it in the long run." 3 years goal to open 100 real chains Relying on the concept of intelligent IT system and large headquarters, it has created a standardized and replicable sample. Xinghe's goal is to open 100 real light medical beauty chains in China for three years. What is the concept of a large headquarters? Lin Xinyi explained, "The traditional medical market in the Mainland is actually following the concept of large front and small backcourt. For example, the general medical and beauty institutions at the scene, usually the administrative procurement of logistics, financial personnel probably 5 - 10 times, very small logistics market, but in actual operation, logistics resources will be enough to support 2-3 times of the frontcourt. In Taiwan, there are 10 stores in Xinghe, each store is about 12-15 people. However, there are 100 people at the headquarters to support the distribution of 10 stores covering more than 300 kilometers from north to south." Star and store warm decoration style In addition, the emergence of Internet technology has also solved the problem of distance and some value transmission. Crossing geographical restrictions, Taiwan's successful experience can be seamlessly grafted to the mainland market. "Especially in 2012-2015, vertical medical beauty APP platform The rise has brought great changes to the traditional medical market and the way of operation, otherwise the situation is difficult to open." Through the low-cost traffic acquisition platform, “there is a star and long-term thinking.††In this service closed loop, Lin Xinyi believes that the most critical part is to improve efficiency. "Basically, the six words of Star and Red, Efficiency, and Repurchase are doing business. Management with efficiency, division of labor functions and KPIs are clear; use of repurchase to make profits, and always do optimization and iteration on this chain. So 100 is not difficult, because it is already standardized, like McDonald's or KFC and Starbucks, it is easier to open a hundred chains." The reporter learned that Star and the Taiwanese market, the two largest expenditures: doctors and equipment supplies, respectively accounted for 30%, the net interest rate is about 10%. "In the Mainland, as long as a new doctor graduates and has qualified academic materials, we will send him to Taiwan for training. Through the cooperation with the manufacturers, the exchange of doctors from 10 stores, and on-site guidance, we have built a perfect doctor. The training system, the cost of doctors is relatively low, coupled with the Internet access method, the cost of management is also low, and the expected net profit in the future can reach 25%-30%." As for the standardized service process SOP, Lin Xin has identified three processes that he believes may be the most important: First, the most important thing for light medical beauty is to solve the problem of customer complaints. What is important is the signing of preoperative consent, to reduce post-operative disputes, how many pieces or how much content must be mastered; Second, the doctor's treatment time, such as playing a hyaluronic acid, should be controlled in 12-13 minutes, doctors of different ages will have different time, doctors of different grades and standards, there will be corresponding assessment criteria; Third, the customer's waiting time, through the Internet technology, indoor positioning tracking, open up the contact of many nodes, in the future want to control each customer waiting time no more than 3 minutes. “One user, we have calculated that after processing two SKUs, it will take about 77 minutes. This will serve as a service indicator for Xinghe. It can accurately understand the location of the user every minute in a certain period of time, and make a comparison. A good management market mechanism allows a store manager to manage 5-10 stores. As long as the quality of the management service can be known through the IT-based alarm mechanism, instead of looking at it in the traditional way, this is based on IT. And the SOP." Lin Xinyi summarized the essence of the SOP is that the process management is accurate to the minute and second. Visible future Throughout Taiwan, the data shows that there are about 1,300 medical and beauty institutions, all of which are doing facial care, while life and beauty are doing body massage. The business separation is obvious. Both have strong barriers, but in the Mainland, A state of "double beauty" cross-operation. Lin Xinyi believes that this is a very good transition period. "From the experience of Taiwan, the transition period is very fast. At present, there are still more problems in solving the stock market, but the potential of the incremental market is even greater. Xinghe's users 10 % comes from new oxygen, 10% comes from other traffic platforms, 80% is recommended by users, skin projects, real experience needs are too strong. We use the best doctors in Taiwan to give the most competitive price in the market. Willing to give benefits to users, willing to spend time interacting with users, this set of play has been established, and the future is the time when the country will be scaled up." Uniform brand, minimalist and warm decoration, relying on the expected ratio of efficiency, Star and will start in Shanghai, chain expansion in East China, North Zhejiang, South Jiangsu, South China. "According to the star and the current model, Shanghai 300 flat a store, cost 8 million yuan, two years can be recovered. In the first year we will be in the north of Zhejiang and Sunan, about 10-20 stores, depending on the license The speed of approval, and then after completing the indicator within one year, go to South China, South China is a hot area in the entire beauty market." On the one hand, he is very confident about the standardized chain model. On the other hand, Lin Xinyi is also very concerned about the future trend of the medical and beauty industry. He believes that “gene detection and biometric identification of the face will be faster in the next three years. Some of the technologies, because the Internet technology in the Mainland and related technology products are relatively high, this is an advantage, and it is something that Taiwan can learn." Perhaps, in the near future, robotic techniques such as automatic injection will appear. From the face recognition to accurately understand the missing parts of the user's muscles and nerves, it is very accurate to know the effect of botulinum toxins and the effect of hyaluronic acid filling. Or the rate of hyaluronic acid consumption. “I think the AI ​​that uses big data to get through, combined with the entire Internet platform, will be a big change in the medical and beauty industry within three years. When these tools are mature, who has enough volume to understand the operators of these technologies, who is the future? The winner of the market is no longer a traditional concept, to see who is introducing technology and products first. This trend is irreversible." Black Fungus Extract,Agaric Extract,Auricularia Auricula Extract,Auric Polysaccharide Shaanxi Zhongyi Kangjian Biotechnology Co.,Ltd , https://www.zhongyibiotech.com
