The beauty industry has enough market space and enough pain points. The popularity of the Internet and the outbreak of the mobile Internet have changed people's food, clothing, housing and lifestyle. However, the role of satisfying people's beauty needs is very limited. The beauty app may be the next explosion point.
Compared with other industries such as catering, the beauty industry is a very vertical and emerging industry, and medical beauty has only developed in recent years; comprehensively, this industry has enough market space, enough pain points, the Internet The popularity of the mobile Internet and the outbreak of the mobile Internet have changed people's food, clothing, housing and lifestyle, but the role of meeting people's beauty needs is very limited, so it can be said that the medical beauty app will become the next explosion point.
Beauty market space is large enough
According to third-party data, the market size of catering o2o in 2013 reached 62.28 billion. At present, the number of urban women in the country is about 360 million. The amount of women's annual consumption for beauty consumption is 1,000-3,000 yuan. This market is large enough and has growth potential. considerable. With the improvement of people's consumption level, more and more people are beginning to pursue higher beauty, and medical beauty is in its infancy. At the same time, under the gradual relaxation of national policies and the stimulation of huge profits, this market is expected to be in the market. Erupted during the year.
Where is the pain in the industry?
Compared with the high-frequency and low-cost catering industry, the beauty industry is a typical high-frequency low-frequency, with a long decision-making cycle and high cost of selection. In the region, the proportion of women in the south, especially in the coastal areas of Guangdong, is higher than that in the north; for beauty salons, The biggest pain point is that the cost of new users is too high, and the biggest pain point for users is that it is difficult to choose the right beauty salon.
Judging from past industry developments, the way beauty salons acquire users is still very traditional, namely advertising marketing. Take Guangzhou Huamei as an example, investing more than 20 million yuan in TV commercials, 7 million to 8 million yuan in newspaper advertisements, and 2 million to 3 million yuan in online advertising. Online advertising is mainly based on the purchase of Baidu keywords. Although search advertising is the most recent form of advertising compared to traditional media advertising, the single price is not low, but the auction ranking mechanism and fierce competition lead to increasing keyword prices. Years ago, the advertising price of Baidu's popular keywords in the medical beauty industry was 25 yuan. According to Jiang Zhi, the founder of the product, the beautiful founder Jiang Zhi understands that it has reached 80 yuan to 200 yuan. The high cost of marketing is an indisputable fact. The medical industry is also One of the two major sources of Baidu promotion.
From the user's point of view, medical institutions are mixed, and it is difficult for ordinary consumers to distinguish. The root cause of this phenomenon is that the management of plastic surgery hospitals in the past few years is not strict, especially in Guangzhou and Shenzhen. It is easier to register for plastic surgery specialty hospitals. In Shanghai and Beijing, private bosses will pass public contracting. The hospital's plastic surgery department or the operation of the plastic surgery center in cooperation with public hospitals cut in. The bosses who started this line in the early days were all Putian people.
What can the mobile Internet bring?
1, breaking the single entry theory, PC traffic Baidu is a big one, for the beauty salon, the cost of buying traffic on the PC side is getting higher and higher, and the advertising space display is always limited, for example, the user can only see the front 20 Home brand advertising. However, when the mobile traffic is dispersed, the user's time is fragmented, and many vertical apps have the potential to rise.
2, breaking the geographical restrictions, in the beauty salon on the PC to place bidding ads will choose the region (local priority) and time, which is based on cost considerations, but also related to the service radius. On the mobile side with strong location attributes, the importance of location may be less important or requires a comprehensive comparison, and the user can select the most appropriate beauty salon to represent the nearest beauty salon.
3, effective decision-making means, users can hardly complete an ad click when they choose a beauty salon. This process is relatively continuous and long, and the experience on the PC is not suitable; of course, it is important that The PC side is still the mobile end. At present, there is no user word-of-mouth sharing platform in the medical and aesthetic industry to help users make correct decisions.
As far as we know, the description of the network, the whole bar, the true beauty are doing this market, taking the platform model, non-intermediary mode, that is, not responsible for the transaction results. The Shenzhen-based Deformation Network was established in early 2013. It is mainly based on question-and-answer interaction, with complete information and wide coverage. The one-year-old App has no update trend; Beijing’s true beauty has entered late, but the founders are familiar with medical care. Industry and confidence in the team. With the cultivation of user habits such as mobile payment, mobilization is an inevitable trend. In the end, it is not necessarily who can win consumers. The medical beauty app may be the next explosion point in the market.
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