Starry Light Medical Beauty Liu Tengfei: "Rui Xing" in the medical beauty industry
Both cosmetics and light medical clinics are products that fulfill the needs of consumers in different historical periods. ——Liu Tengfei, founder of Fanxing Medical Beauty This article is an exclusive interview with the original "Peptide Chain" Author Yang Huilin Before starting a business, Liu Tengfei spent four months to observe the medical and beauty industry, thinking about and investigating the operability of the light medical beauty model. This is an "inertia thinking" of Internet entrepreneurs. From December 2016 to April 2017, Liu Tengfei ran in South Korea, Chengdu, Beijing, Nanjing and other places. Since then, he has established a star-studded medical beauty, which is a big step for him to transform from an Internet entrepreneur to an entrepreneur. . "My personality is biased, and Internet entrepreneurship advocates that we can't break it. Entrepreneurs must rely on scale and flow to establish industry barriers in a short period of time. Every day, a large amount of burning money grows, and often can't sleep. Although the industry is hard, it can be practical. To enhance the user experience and face-to-face communication with users, this state is what I like." For this step away, Liu Tengfei said that every step he took now feels very solid. Change the chance of medical beauty Use Internet thinking to make traditional industries more competitive and make the user experience better. This is an incremental market that Liu Tengfei foresees for the next 20 years. After seven years of working and living in Korea, Liu Tengfei began to look for the intersection of the Internet and traditional industries. Many of the students around him caught up with the dividend period of the medical and beauty market. After graduation, they entered the South Korean medical beauty group to be an executive. This is a resource available. The industry of medicine and beauty is precisely the practice of being criticized, which is in line with Liu Tengfei's idea of ​​transforming traditional industries. The medical and beauty industry is mixed and mixed, and the ones who pay for the industry chaos must be medical and beauty consumers. “Domestic medical and beauty consumers are too poor.†Liu Tengfei said to the “Peptide Chain†that the experience of being an Internet product manager has made him understand how important the user experience behind the product is. Domestic beauty seekers spend two or three times more on medical and beauty projects than in foreign countries. In terms of the technology of medical institutions, South Korea is almost the same as us, but the business form of Korean medical beauty is at least five years ahead of us. For example, Liu Tengfei has only two varieties of botulinum toxin in China, but the price is more than three times the foreign purchase price. "If the monopoly is broken, the price will drop further, and the users of medical beauty will have more. The ultimate benefit is also the beauty seeker." At present, there are three sets of price systems in the domestic medical and beauty industry: the channels of e-commerce, direct customers, and beauty salons. The prices of these three systems are also not fixed. When consumers are doing a medical beauty project, they often have to fight with these institutions. On the other hand, most consumers can't tell the difference between medical beauty and beauty organizations. Many people spend a lot of money in beauty salons, and they can't guarantee that they are "licensed." Due to the market demand is still heavy, although the domestic medical and aesthetic institutions are fiercely competitive, they have not yet formed a survival of the fittest. But this just gave Liu Tengfei the opportunity to change the industry. “This is an industry that needs to be done with ingenuity. The ultimate market orientation is that valuable brands can survive , and the institutions that hold the fish and mind will not go long.†The so-called ingenuity is infiltrated into every detail of the medical beauty, and a small detail is a big service. "Disastrous" user experience, this is the status of the medical beauty service seen in Liu Tengfei's mouth. "Some medical institutions will take hair removal to expand the guest. Like the white chicken, you will cover your clothes and cover your head. It feels very good. Shame, no privacy, this is not a service." Service, in the final analysis, is people-oriented, and we must use empathy to perceive customers, and we will find out which links can be optimized. To be the biggest satisfaction of the industry, for Liu Tengfei, it is possible to communicate face-to-face with the user. For example, when doing laser, put the pressure ball in the hands of the beauty seeker in advance, a small behavior change, the experience is completely different. Users will be very satisfied and will be able to provide timely feedback. "In the future, the user base of the medical and beauty market will become bigger and bigger, and the price will be lower and lower. The profit will be reduced, the customer experience will be good, and the price will be transparent. If someone has to go this way, then we will go and see. †Model revolution A large plastic surgery hospital in Beijing has a monthly income of 7 million to 8 million. More than half of the expenditures are on advertising fees, and the cost of obtaining customers is extremely high. "But does it build a brand? Is there a word of mouth?" This is Liu Tengfei's question. There is no bond of trust between the traditional medical institutions and the beauty seekers. Reconstructing the relationship between the two is necessary to reform the traditional medical and aesthetic institutions. There are many noon beauty clinics in Korea, ranging from 100 to 200 square meters. They are basically all items that can be completed within an hour. They are not red, not swollen, not traumatic, and gradually become beautiful. The Korea Beauty Consultant will give professional advice based on the client's facial condition. The consultant has three major abilities: sales ability, service ability, and professional ability. Domestic medical institutions are most concerned about sales ability, Liu Tengfei believes that this is deformed. "We value the professional competence of the consultants, and secondly, the service ability and sales ability. We are oriented to the needs of users and do transparent, safe and temperature-oriented medical and beauty services. We want to be a McDonald's in the medical industry." The 3,000-square-meter store was changed to 300 square meters. In comparison, the store was ten times smaller, but the products that can be made were only 30% less; the 100 staff members became 12, and standardization was established to make large-scale replication. This is the basic format of the star-studded medical aesthetic model. Light medical beauty is different from large plastic surgery hospitals. Its service range is ten kilometers, and it takes 10 to 20 minutes to get a shot. The number of users who can accept light medical beauty is 60% to 70%, so the user base will be large. "A lot of beauty seekers' first medical aesthetic experience is done in our organization and will have a strong stickiness with the organization." Liu Tengfei said. At present, the three major product architectures of the Stars and Light Beauty are from shallow to deep: medical skin (fruit acid peeling, Whitening and other skin epidermis items); face value enhancement (water light needle, laser project); micro-finishing (face-lift needle) , hyaluronic acid, wire carving and other projects) is the application of multiple high frequency, the standardization of product prices, the price is fixed. For Liu Tengfei, the way to attack and defend the stars is to be invincible and then win. “Firstly pursue stable management and polish the model of a single store. Now, we have made a small profit, with a gross profit of 65% and a net profit of 30% to 35% .†Third takeoff Less than a year after the founding of the stars, Liu Tengfei won the financing of 10 million yuan for investors. "I am a restless person. I always have my own ideas and I have a strong desire to control. Therefore, I started my business from a junior year and have never worked." In 2007, Liu Tengfei went to the Central University of Korea to study and cultivated his psychology. Double degree in studies and international politics. He was not in business and he was absent from school in 2011. The first time to start a men's cross-border e-commerce platform, this is because he observed that there are few types of men's clothing in China, and there is no diversified choice. However, this is not a successful venture. Recalling the reasons for the failure, Liu Tengfei believes that the domestic menswear market is far from awakening, and is not a rising market. And startups don't have much money and time to do market education. The second time, Liu Tengfei entered the tourism industry. In 2012, it was discovered that the Chinese people had a popular tour. He built an Internet platform and shared free tour guides. When I returned to Beijing in 2014, I found that many young people like to live in a homestay, and then transformed this project into an overseas homestay, doing mobile applications, and doing Thailand and Japan from Korea. This experience has given him an experience in marketing. The overseas B&B has been doing more than two years, and has invested two rounds of money to achieve a revenue of 30 million a year from a one-dollar business. Soon, Liu Tengfei realized that outbound travel is a low-frequency and low-cost industry, and needs constant customer acquisition, but the traffic cost of the Internet is constantly rising. After seeing the overseas travel industry to the ceiling, in December 2016, he quickly turned around and decisively sold the travel company. Get out and start to pay attention to the offline industry. "I want to waste this time on something more meaningful." After moving to the medical and beauty industry, many people joined the star-studded team by agreeing with their ideas, giving better choices to the beauty seekers, and more temperature-based medical beauty services, creating some value for the industry. “The average age of the Stars team is 90 years, mostly the background of the Internet. We go online to do more online to understand the users.†Starlight Medical Beauty does not do Baidu, Focus, outdoor bus body advertising, do microblogging, vibrato The operation of the third-party platform, live broadcast of the network red explorer, and interaction with fans. This is the accumulation of seed users, and the cost of obtaining customers is reduced by 20 times. In Liu Tengfei's mouth, the layout of the stars is to occupy a certain market share first, and become a well-known chain brand in the region. The focus is on the second-tier cities in the central and western regions, Xi'an, Zhengzhou, Nanjing, Wuhan, which have a population of 10 million to 15 million and a siphon effect. In Liu Tengfei's view, the domestic medical and beauty industry is in the reshuffle period, new competitors entering the market and old vested interests grab the market in the conflict, constantly upgrading their products, and iterating user experience and services. "I think the domestic medical and beauty market will reach a stable period after 5 to 10 years." 1. Product introduction: Hair care products include shampoo, conditioner, hair mask, hair Oil and other products. These products are rich in nutrients and can deeply nourish hair, repair damaged hair, and enhance hair elasticity and shine. hair growth products,hair loss treatment,wow hair products Xi'an complex bio-tech CO.,LTD. , https://www.complexpowder.com
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