"Yan value economy" has been heating up continuously in recent years and has become a new consumption hotspot. According to the data of consulting firm yost Sullivan, the standardized medical beauty market in China was1.21.70 billion yuan in 2065, 43.8+0.7 billion yuan in 2008, and it is expected to reach 360 billion yuan in 2023, with a compound annual growth rate of 24.2%. 202 1, the special Spring Festival of "Celebrating the New Year in Place", many medical and beauty institutions posted the label of "No Closing in the Spring Festival" on the promotion page, hoping to share a piece of the surging "beauty seekers" market, and the medical and beauty industry once again ushered in a small climax.
However, for consumers, the road to beauty is far from what they think. After Xiao Wu finished the face-lifting needle, he felt that he had been injected with a fake face-lifting needle, thus voicing on the social platform that "99% of the new oxygen app is fake". In order to pursue beauty, we choose medical beauty institutions, but what we don't want is a lot of disappointment. There are not a few people who have had this experience.
The huge consumer market of medical beauty and the imaginary huge profits have made capital enter the market one after another, and medical beauty institutions have opened in various parts of the country, making the already mixed rivers and lakes of medical beauty even more chaotic. Many Internet medical beauty apps under the banner of unblocked communication channels between medical beauty institutions and patients have a period of barbaric growth.
Source: New Oxygen APP screenshot
Black and white side of internet medical beauty
With the progress of consumption concept, young people began to flock to medical and aesthetic institutions to seek "the way to become beautiful", and the intensification of aging trend also made anti-aging a just need. "Yan value is justice" is very popular. While hyping up the medical and beauty industry, it also covers up the chaos under the water.
According to the big data of Tianyancha, more than 3,600 of the 35,000 medical and beauty-related enterprises in China have been subjected to administrative punishment, and 30% of them have been subjected to administrative punishment for three or more times. The false propaganda and illegal operation of offline medical beauty institutions have stopped the public. The emergence of Internet medical beauty was once regarded as the key to solving pain points and sending good news to consumers. As the first share of the Internet medical beauty platform, the financial report released by Xinyao shows that as of September 30, 2020, the total revenue of Xinyao Technology in the third quarter of 2020 was 359.6 million yuan, a year-on-year increase of18.9%; The average monthly users of the new oxygen mobile terminal were 8.7 million, up 153.7% year-on-year. The total number of paid users of reservation service was 252,000, and the number of paid medical institutions was 4,096, a year-on-year increase of 26.8%.
However, the double growth of users and income does not mean that people have established trust in the platform itself. Among the complaints from Black Cat, a consumer service platform owned by Sina, the number of complaints from Xinyang is not small. Although Novartis claims to be committed to building an objective and neutral third-party platform to solve the long-standing serious information asymmetry and uneven products and services in the industry, in fact, Novartis APP is still full of false plastic diaries and comments, as well as doctors who are difficult to distinguish between true and false qualifications.
Source: Weibo @ Black Cat Complaint
Content fraud, pornography, and frequent platform chaos
Source: Weibo @ New Oxygen Video
Without platform supervision, how can users protect their rights?
According to the data, in 20 19, there were about13,000 medical beauty institutions in China, and more than 15% of them were operating beyond the scope. It is conceivable that there are many irregularities in the development of the whole industry at present. The White Paper on Insights into the Medical Beauty Industry in China shows that the high incidence of accidents in the medical beauty industry stems from illegal medical beauty, and the average annual disability and death toll of illegal medical beauty is about 654.38+ 10,000. After most accidents, it is difficult for consumers to defend their rights.
Medical beauty projects are risky, but the risk rate should be much lower than the current number of accidents. The fundamental reason is that institutions use inferior counterfeit products for profiteering. According to industry insiders, some of the low-priced products appearing on the new oxygen platform may be suspected of fraud, and the other part is the false product information of medical and beauty institutions under the drainage line.
In addition, medical beauty is an area with high standards and strict requirements for doctors and consumers. Attending physician Qian Hui mentioned that the medical beauty project has requirements for consumers' own physical condition, and consumers can only have surgery if they meet certain standards, otherwise accidents will easily occur. However, Qian Hui is well aware of the present situation of the medical beauty industry, and it is difficult to ask everyone to set such high standards for themselves. After all, "driving away patients" means not making money. "No private organization will take the initiative to reject customers. After all, it is to survive."
Driven by interests, many medical and aesthetic institutions are open to consumers, which increases the risk of failure of medical and aesthetic projects. Why does the "new oxygen" dedicated to building a third-party platform make all kinds of fake diaries, fake products and unqualified doctors appear? On the one hand, the audit certificates provided by many medical and beauty institutions to the platform are not the offline doctor qualification certificates, but the certificates of other qualified doctors are uploaded online, and Xinyao cannot find the actual doctors. On the other hand, for the development of the platform itself, it is inevitable that some medical and aesthetic institutions will open the door to convenience.
Jin Xing, chairman and CEO of Xinyang Technology, mentioned in his public summary of one of the reasons for Xinyang's contrarian growth that Xinyang upgraded its content review in an all-round way. At present, the examination rate of doctor qualification certificate has reached 8 1.8%, and the examination time of doctor qualification has been shortened by at least 30%. Perhaps, while blindly pursuing efficiency, the platform has relaxed its control over quality.
It is difficult for a profit-seeking medical beauty platform to become a fair and just third party. In Qian Hui's view, this vicious circle in the future will eventually lead to the collapse of consumer trust. In view of the problems existing in the current commercial Internet platform, Qian Hui appealed: the government must supervise this chaos, and excessive commercialization will definitely harm the interests of ordinary people; Standardize doctors' behavior and rebuild the trust between doctors and patients; Create a non-profit medical beauty platform and build a mutual evaluation mechanism in the same industry, so that the strength of each medical beauty institution can be certified by authority, providing consumers with valuable reference, rather than falsifying false data.
The tragedy of "medical beauty" has been repeated again and again, warning us that we must rethink the industry, standardize standards, and let medical beauty return to its original heart.