How is the concept of "light medical beauty" put forward and spread?

With the continuous penetration of high technology into the medical field, various cosmetic plastic surgery technologies in the medical and aesthetic industries are becoming more and more advanced, which leads to the concept of "ignoring medical beauty". "Light medical beauty" is a brand-new concept that supplements and perfects traditional surgical projects through various non-surgical medical means. Generally speaking, it means that there is no need for surgery, and people often say that micro-plastic surgery also belongs to this category.

Many stores have followed suit, mainly focusing on facial and facial plastic surgery projects, such as seamless eye bags removal, seamless double eyelid shaping hyaluronic acid rhinoplasty, laser freckle removal and other minimally invasive surgery, as well as water needle, photon rejuvenation, hot Maggie, Botox and other life beauty "light medical beauty" projects.

The former is purely to make big money, and the latter is to help stores lock in middle-class customers and increase profits.

Therefore, the consideration standard of light medical beauty project is the operation result of the store, not the professional level. Many shopkeepers and service personnel are not from medical beauty courses, are unfamiliar with the project, and lack judgment on the commitment of medical beauty partners.

"Light medical beauty" pays attention to fashion, speed and convenience, pursues the advantages of minimizing risks and shortening the repair cycle, and has won the favor of many beauty seekers. In fact, if the operator blindly follows up without business qualification, it will leave many hidden dangers for the store, and even offend customers and cause commercial disputes; If it is serious, it will be investigated and closed down.

We often talk about the "four evils" in light medical beauty, namely "black places", "black training", "black doctors" and "black equipment".

Black places are places without professional qualifications; Black training is an operator who goes to work after watching the video for 3 days and 2 nights. Black doctors are those who are not famous, but once packaged, they are worth a hundred times. Black instrument is a cheap medical beauty instrument that imitates fake and inferior products and shanzhai.

So how do they threaten and hurt physical stores?

1. Products only: the price is too low and there are too many patterns.

Most users of light medical beauty products don't know about the products, or their knowledge only comes from the introduction of sales staff, and they don't have a clear understanding of product pricing, and there is no way to distinguish between good and bad products and true and false products.

This will attract customers to the store at a low price, leaving enough profit space.

Take the botulinum toxin needed for "face-lifting needle" as an example. At present, there are only two kinds of botulinum toxin A for injection approved for marketing in China, namely Hengli, a domestic product produced by Lanzhou Institute of Biological Products, and BOTOX, an imported product produced by Allergan Pharmaceuticals in Ireland. Moreover, the designated dealers are also very limited, and it is almost impossible for stores to get these products through formal channels. The "Korean imported" face-lifting needle, which is particularly popular in the market, has no batch number in China and its source is unknown.

Take hyaluronic acid injection as an example. Generally, the charge for a 3A hospital is around 5,000 yuan/month. The legal retail price of hyaluronic acid injection is generally more than 2000 yuan. Once the supplier abandons morality and imitates forgery, it will get nearly 10 times the profit. If you go to a small unlicensed workshop to get the goods, the profit will be higher.

Many anxious stores are going further and further on the road of "pit passengers".

2. Direct operation: safety accidents are easy to occur.

Qian Dian backyard, eager to try to make money in the field of light medical beauty, has also "upgraded" its service content, taking advantage of the wave of "consumption upgrading" by consumers. The backyard can not only experience the products, but also introduce the light medical beauty charging items, or include the light medical beauty items in the package of selling cards. Because the backyard has more intimate "physical contact" with consumers, it is easier to lock and convince customers, and consumers can easily try to pay without verifying the qualifications of merchants and American tour guides.

Once something goes wrong, the parties will basically make trouble at home. After the customer is frightened, the most direct reaction is to ask the cause of the failure. Even after hearing the contents of the negotiations between the two sides, we can probably understand the ins and outs of the matter. After a while, they won't come after spending money.

3. Be a middleman: customers feel cheated.

There are also some stores that dare not take orders directly in the store, so they cooperate with "famous doctors" or WeChat merchants and only take back the buckles and let customers go to the hotel where "famous doctors" or WeChat merchants are located for injections. Whether the product is good, true or false, and whether the qualification is qualified depends entirely on the conscience of the other party.

Just send the customer out simply and rudely. Once the customer is surprised or dissatisfied, although the store can avoid some responsibilities, the loss of customers is almost inevitable.

4. Provide training and sales courses: including graduation, excluding majors.

In addition to the above three ways of realizing money, there is also a way of realizing money that harms peers, that is, selling courses. The doctors hired may be professional, the videos played are also professional, and the products and equipment may be of high quality. It's just that graduates are definitely not professional.

In the meantime, we will also promote the packaging of some low-priced and low-quality products and package them as "original imports" to obtain more gross profit.

Mastering the operation of the project is only a point of the whole course, as well as sales training, promotion training, product training, incentive training and so on. Not only teach students product knowledge, but also teach students how to use and operate products, how to sell products, from 0 foundation to beauty shop master, one-stop service.

In the past 20 years, the vigorous development of the beauty industry has made many stores make money by information asymmetry. With the popularity of new retail and the opinions of emerging middle-class consumers on the overall consumption of the beauty industry, this way of making money will become less and less feasible. Stay away from opportunism and return to the essence of service, which is the way of long-term development.