Image source: microblog @XinYao Medical Beauty App
The "value economy" has continued to heat up in recent years, becoming a new hotspot for consumption. According to consulting firm Frost & Sullivan, the size of China's regulated medical beauty market was RMB 121.7 billion in 2018, and is expected to reach RMB 360 billion in 2023, with an annualized compound growth rate of 24.2%. In this special Spring Festival of 2021, many medical beauty organizations have put the label of "not closing for the Spring Festival" on their promotion pages to get a share of the surging market of "beauty seekers", and the medical beauty industry is also seeking a share of the market. The newest addition to the list is the newest addition to the list, the newest addition to the list, the newest addition to the list, the newest addition to the list.
However, for consumers, the road to beauty is far from being a "what you see is what you get" experience. After the first time, I felt that I had been injected with a fake facial injection, and I was able to get the word out on the social media platform that 99% of the new oxygen apps are fake. In order to pursue the beauty of the choice of medical beauty institutions, do not want to usher in is a lot of bad, there have been a small number of people such as Xiao Wu encounter.
The huge consumer market of medical beauty and the imaginary profits, make capital successively into the game, medical beauty institutions opened all over the country, which makes the already mixed medical beauty jianghu more chaotic, many under the banner of smooth communication channels between medical beauty institutions and patient information, false cases of dissemination of the reality of the Internet medical beauty APP has a barbaric growth of the time.
Source: Screenshot of New Oxygen APP
The black and white side of Internet medical beauty
With the advancement of consumerism, young people are beginning to flock to medical beauty institutions to seek a "way to become beautiful", and the aging trend is aggravating, which has made anti-aging a necessity. The first time I've seen this is when I've had a chance to see the world.
According to the eye of the big data shows that in China's 35,000 medical beauty related enterprises, has been subjected to administrative penalties of more than 3,600, of which by three or more administrative penalties for 30% of the enterprises. The false propaganda and irregular operation of offline medical beauty organizations make the public stop, and the emergence of Internet medical beauty was once regarded as the key to solving the pain point, and sent the gospel to consumers. As the first share of Internet medical beauty platform, the financial report released by New Oxygen shows that as of September 30, 2020, New Oxygen Technology's total revenue for the third quarter of 2020 was RMB 359.6 million, an increase of 18.9% year-on-year; New Oxygen's mobile end had an average of 8.7 million monthly active users, an increase of 153.7% year-on-year, with a total of 252,000 paid users of the appointment service, and 4,096 paid healthcare institutions, a year-on-year growth of 26.8%.
However, the double growth in users and revenue does not mean that people have built up trust in the platform itself, and the number of complaints about NewOxygen on Black Cat Complaints, a consumer service platform owned by Sina, is not small. Although NewOxygen claims to be committed to building an objective and neutral third-party platform to solve the industry's long-standing problems of serious information asymmetry and uneven product and service, the fact is that the NewOxygen app is still filled with a large number of fake plastic surgery diaries and reviews, as well as doctors whose qualifications are hard to distinguish from their real ones.
Photo source: microblog @ black cat complaints
Content counterfeiting, pornography, the platform is in chaos
Photo source: microblog @ new oxygen vedio
The platform is not in place to regulate, so how can the user defend their rights
The data shows that in 2019 There are about 13,000 organizations with medical beauty qualifications in China, and more than 15% of them are operating beyond the scope. As you can imagine, there are many irregularities in the current development of the entire industry. According to the China Medical Beauty Industry Insight White Paper, the high incidence of accidents in the medical beauty industry stems from black medical beauty, and the average number of deaths caused by disability in black medical beauty is about 100,000 people per year, and most of the accidents are difficult for consumers to protect their rights.
The medical beauty program is indeed risky, but the risk rate should be much lower than the current amount of accidents, the root cause is in the organization for profiteering using poor quality, counterfeit products. According to industry insiders, the low-cost products appearing on the New Oxygen platform may be partly suspected of counterfeiting, and partly in order to attract the flow to the offline medical beauty organizations of the inaccurate product information.
In addition, medical aesthetics is a field with high standards and strict requirements for both doctors and consumers. Qian Hui, attending physician, mentioned that the medical beauty program on the consumer's own physical condition is required, consumers can only reach a certain standard to carry out surgery, otherwise it is very easy to accident. However, Qian Hui is well aware of the current situation of the medical beauty industry, it is difficult to require everyone to such a high standard of self-requirement, after all, "to drive away the patient" means no money, "no private organizations will take the initiative to refuse customers, after all, in order to survive."
In the interest of profit, many healthcare organizations are turning away consumers, increasing the risk of healthcare program failure. Why is it that the third-party platform "New Oxygen" is committed to building a variety of fake diaries, fake products, unqualified doctors? On the one hand, many medical beauty organizations provide the platform with documents that are not offline doctor's qualification documents, but upload other qualified doctors' documents to the online platform, and NewOxygen can't check the actual doctors one by one. On the other hand, for the sake of the platform's own development, it is inevitable that there is a situation where some medical beauty organizations are making it easier for them.
Jin Xing, Chairman and CEO of New Oxygen Technology, mentioned in his public summary of one of the reasons for New Oxygen's growth against the trend that New Oxygen has comprehensively upgraded its content audit, and the current rate of doctors' certified audits has already reached 81.8%, and the qualification audit time for doctors has been shortened by at least 30%. Perhaps, while pursuing efficiency, the platform has relaxed its quality control.
Chasing profit medical platform is hardly a fair and impartial third party. In Qian Hui's opinion, this vicious circle will eventually lead to the collapse of consumer trust in the future. In response to the current problems of commercial Internet platforms, Qian Hui called for: the government must step in to regulate this chaos, excessive commercialization will certainly harm the interests of the people; regulate the behavior of the doctor's end, re-establish the trust between doctors and patients; create a non-profit medical platform, build a mutual evaluation mechanism of the same industry, so that the strength of each medical institution is authoritatively certified to provide consumers with valuable references, rather than faking, The company's website is a great source of information about the company's products and services, and it's a great source of information for consumers.
"The tragedy of medical beauty" is not beautiful again and again, alerting us to the fact that we must rethink the industry, standardize the criteria, so that the medical beauty back to the original heart.