The "double 11" in 2020 is particularly special. Compared with previous years, this year's medical and American consumer Festival started particularly early, and the front line is very long. Huang Xiangping, CMO of meibei, a medical and beauty platform, told the 21st century economic reporter that this year can be regarded as the "first year of double 11" in the medical and aesthetic industry. Besides traditional e-commerce such as tmall and Jingdong, there are also large local life service platforms of meituan medical and Alibaba, as well as vertical platforms such as Xinyang, gengmei and meibei, which are the most in history.
A number of industry insiders said that this year's "double 11" is not a simple "Carnival" for enterprises, but to take this time to establish contact with consumers again. According to the latest domestic medical and American market data released by Deloitte, the growth rate of China's medical and American market is expected to shrink to 11.6% in 2020, which will drop by 10.6% compared with the 22.2% growth rate in 2019. This is the first time that the market growth rate of domestic medical and American industries has dropped below 20% since the data was available in 2013.
Affected by the epidemic situation, from February to April in the first half of the year, the medical and American market services almost stopped, medical and American institutions were unable to operate, consumers were unable to carry out consumption, and some small and medium-sized institutions closed down. Therefore, the "double 11" will promote the recovery of the industry through the "double 11" national consumption tide of various platforms.
The 21st century economic reporter understands from platforms such as hungry, new oxygen, gengmei and meibei that the data of products related to the "double 11" this year, especially the popular anti-aging products, still have a large year-on-year growth. Live broadcast has also become the standard configuration of medical beauty in this year's "double 11" campaign. In the past, it was more in the fields of cosmetics and food.
Several large platforms participate in the war
Compared with previous years, this year's medical and aesthetic consumption Festival started very early. Since October, platforms such as tmall and Jingdong have drawn a long time front, and vertical medical and American platforms such as Xinyang, gengmei and meibei have also launched the marketing of the "double 11" Shopping Festival.
As a life service e-commerce platform, meituan has also brought medical beauty into the important main battlefield of "double 11" promotion. Are you hungry? According to the data, during the first wave of sales of tmall's "double 11" campaign, the medical and medical consumption of the United States has made a good start, and the order volume has increased nearly seven times compared with the previous period, becoming the most popular life service item. In particular, consumers are willing to spend money on "face", with an average customer price of 6300 yuan.
Since October 14, the new oxygen "11.11 medical beauty Carnival" has been opened, which directly provides 100 million subsidies to medical and beauty consumers. It involves more than 30000 beauty modification projects, including skin beauty, plastic surgery, anti-aging, hair transplantation, dentistry and other medical and aesthetic categories. More than 1000 medical and aesthetic institutions have brought multiple preferential and various projects by means of 50% off ceiling and limited amount of subsidy coupons.
On November 11, new oxygen told reporters of the 21st century economic report that although the epidemic situation was "normalized", medical and American consumption was still growing. As of 0:00 on November 11, compared with the same period in 2019, the average daily number of people searching for skin and beauty has increased by 68%, the number of people with shopping cart has increased by 118%, the number of people searching for hair transplantation has increased by 678%, and the number of people with shopping cart has increased by 49%; the number of people searching for nose plastic surgery has increased by 77% and 117% respectively.
Gengmai launched its biggest Carnival of "double 11" in 2020 on October 27. The activity will last until November 16, and a three-day return period will be added to help users purchase ultra-low discount commodities. In addition, the carnival has eight categories of venues, as low as 50% off the whole venue. Many venues are accompanied by official live broadcasting during the whole period, with a cumulative subsidy of 10 million yuan.
On October 20, meibei also held a launching Conference for the carnival of "double 11", announcing various preferential activities of the "double 11" and signing strategic cooperation with Huaxi biological and peng'ai group respectively. Among them, meibei is the inclusive program (i.e. 100% users can participate in it), that is, users can enjoy 3% - 5% cash discount if they place an order on the app (which is superimposed on all the discounts offered by the hospital); if you place an order for more than 10000 yuan, you will also have the opportunity to obtain 4 pieces of famous medical beauty skincare sets worth 1098 yuan.
In addition, Gong Liansheng, the founder and CEO of Meibai Yimei, said that he would invest 100 million yuan to start the "hundred million strict selection action", and form a linkage mechanism with relevant social parties and key regulatory departments, so as to protect the legitimate rights and interests of consumers.
According to the war report of meibei double 11 (October 21-11 November 11, 11:00), the amount of user consultation and Gmv of meibei Yimei platform increased rapidly, reaching more than 35% year-on-year. During this period, the number of consultations reached millions.
Live broadcast becomes a highlight
From the current situation of various platforms, "anti-aging and tight" has become the most important demand of consumers to "hoard medical beauty".
You hungry? The data shows that 80% of the top 10 products sold by Yimei are anti-aging and firming. Among them, fotona4d, the European star, has seen a jump in the number of transaction orders, which is twice as much as the hot Maggie project, becoming the most popular anti-aging and tightening project. In addition, hyaluronic acid increased by 510%, photoelectric beauty increased by 385% and water light replenishment increased by 127%.
The top 10 most popular medical beauty categories on gengmei platform are: slimming needle, thermomarge, hyaluronic acid, photon rejuvenation, water light needle, double eyelid, hair removal, nose augmentation, water oxygen activating skin, and fruit acid rejuvenation; the users of "anti-aging devices" such as remaji and Eurostar are very popular, with a year-on-year growth of more than 500%.
In fact, according to meituan's data, in the second quarter of 2020, the sales volume of related light medical beauty projects with high customer price such as thermomage and picosecond laser have achieved a substantial increase.
After analyzing the current situation and pain points of each node in the value chain of Deloitte Touche Tohmatsu China, Luo Tianjian, chief financial consultant of Deloitte, predicts that the future reform direction of medical and aesthetic institutions in the middle reaches will be to focus on the development of light medical beauty, introduce cutting-edge equipment and products to enhance the profit margin, create a standardized mode, and pay more attention to the selection of customer acquisition channels based on the production ratio effect, so as to maximize the value.
At the same time, one of the highlights of this year's live broadcast is from the United States medical platform.
It is understood that "during the" double 11 "period, medical and beauty businesses all started broadcasting in Taobao's live broadcasting room, and invited experts or experts to popularize the medical beauty project. In addition, the price of the live room is cost-effective, so consumers like to squat in the studio at night to store medical beauty. " Wang Yajun, the person in charge of consumer medicine, said that during the "double 11" period, 30% of medical and American orders came from the night's live broadcasting room.
Huang Xiangping pointed out to reporters of the 21st century economic report that in previous years, the live broadcast of "double 11" focused on cosmetics, snacks and other fast-moving consumer products and clothing. This year, the live broadcast of medical beauty has become a new highlight. "Among them, Taobao live broadcast is the most obvious. We have observed that, in addition to Wei Ya and Li Jiaqi, almost all of the anchors of Taobao's top 10 have entered the Bureau of medical and beauty live broadcasting, and the sales volume of a single show has reached a record high. Take Taobao anchor Tudou fancy's medical and American live broadcast on October 12, jointly sponsored by Hangzhou Huayan media and meibei platform, as an example, it is more than 100 million yuan of orders on the spot. "
Generally speaking, the fast pace of live broadcasting is more suitable for cosmetics, snacks and other fast-moving consumer goods with relatively low customer price, and the standard products whose prices can be unified across the country and can be purchased directly. However, as a non-standard product that focuses on offline services and one price for one place, it is also quite a bright spot for Meimei to promote by means of unified price and online live broadcast.
For the live broadcast of the medical and aesthetic industry, Huang Xiangping said that this is a very interesting change: "in the live broadcast, we will achieve the same price in many places; in the past, the hospital set a separate price, but now the hospital, the medical beauty platform (meibei) and the anchor will jointly price the price; the purpose is to meet the needs of fans and achieve a higher cost-effectiveness; through the live broadcast, the price of medical products is relatively flat The decrease was as high as 30%
The driving force behind this, Huang Xiangping points out, is mainly the explosive sales of live broadcasting, which is more efficient than ordinary marketing methods; in addition, whether the hospital or the medical beauty platform, it is a good opportunity for brand exposure and in-depth interaction with users (understand the needs and quickly meet the needs); moreover, there are often senior doctors in the live broadcast room, who are professional doctors Solution, more can win the trust of fans, promote direct order. (Editor: Li Qingyu)