The new oxygen of the medical beauty platform won the E round of financing, and another unicorn was born in the Internet medical field.

"Internet medical " has finally seen the light in the "dark moments" for several years. The catalyst is that the doctors submitted the prospectus in April this year. The micro-medical doctors announced the completion of the $500 million Pre-IPO financing in May, and the medical association in this year. In the month of completing the D round of financing, it successfully advanced to the rank of “unicorn”. At first glance, the Internet medical industry has some “crazy”.

The more "crazy" also includes the new oxygen of the medical beauty platform that has won three rounds of financing in 10 months. After two rounds of financing were completed in December last year and March this year, the new oxygen announced another 70 million on September 4. The US dollar E round of financing, led the investment of Lanxin Asia Investment Group and the investment side Jingwei China still became a familiar face. It is worth noting that the new “Chinese prefix” investment institutions newly introduced by the new oxygen in this round: BOC International Holdings Limited and Sino-Russian Investment Fund.

For the purpose of this round of financing, Xin Xing founder and CEO Jin Xing said that it is more for strategic and business development, and will be used for: 1. Service upgrade. To provide users with full-process, high-quality butler-level services; 2, the exploration and incubation of new business, including aesthetic AI diagnosis and treatment system, supply chain efficiency; 3, expand the team and introduce more talents.

According to the statistics of the billion euros, New Oxygen has completed five rounds of financing. After this round of financing, the cumulative amount of new oxygen financing has exceeded 1.5 billion yuan, becoming a new unicorn enterprise in the Internet medical field.

Founded in 2013, Xinxu witnessed the new oxygen that has been subverted by the Internet to the traditional marketing methods of medical beauty, on the way from a start-up to a "unicorn". How to sit on the top spot in the Internet medical beauty field? In the field of Internet medical care, how does medical beauty have a good voice?

From community to platform, from online to the entire industry chain

Around 2011, before the new oxygen and other medical beauty APPs entered the medical beauty O2O blue sea, the traditional medical and beauty institutions had long been in the "marketing deep water". Taking the listed company Art Star as an example, according to its prospectus submitted to the Hong Kong Stock Exchange in June this year, the revenue of Art Star in 2017 reached 1.037 billion yuan, and the gross profit was 553 million yuan, of which promotion and marketing. Expenditure cost 208 million yuan, accounting for nearly 40% of the gross profit for the same period. However, the huge amount of “pull” fees still did not make them “successfully landed”. The information asymmetry between buyers and sellers led to the rising marketing costs of medical and aesthetic institutions on the market and the frequent negative incidents of medical beauty.

The Chinese medical beauty market is a typical “sour lemon market”. In this market, the seller has more information than the buyer, and trust becomes an insurmountable gap. For offline medical institutions, they need accurate traffic and more efficient customer and marketing channels. For consumers, they need scientific shaping decisions.

Based on this, the new oxygen began to test the water “community + e-commerce” model: on the one hand, through the construction of the community, to provide consumers with a cosmetic diary record platform and feedback evaluation system, on the other hand to open the medical beauty business, for the cooperation of medical beauty Institutional diversion, in order to solve the problem of the difficulty of obtaining medical difficulties and the choice of consumers in medical and beauty institutions.

The business direction of new oxygen is divided into two branches, B and C, which serve the medical institutions and consumers. For these two groups, the company has extended the entire chain of services throughout the medical industry. At the same time, Xin Oxy has not limited its position to the "Medical Beauty APP". In the exchange with Jinxing before the billion-dollar health, he said that building an information service platform connecting consumers and hospitals is only the first step in development.

From the earliest plastic diary and e-commerce business to the medical beauty encyclopedia, live video, drug source traceability, medical aesthetic insurance, medical and beauty finance, etc., the new oxygen aims to establish a transparent, safe and fair medical and beauty market environment. At the same time, it has formed its own closed-loop business model, officially deviating from the “community” label, and moving towards online and offline platform-based “hematopoietic” development.

In the second phase of "hematopoietic", the new "young young man" closely follows the development of the Internet era, including full scene coverage, expansion categories and enhanced AI, BI deep application in the entire service system.

The specific business level is as follows: New Oxygen has subverted the traditional “User-APP” single transaction model, and began to expand multi-scenario commercialization and marketing channels based on WeChat, for example; conducted major health fields such as dentistry, pediatrics, gynecology, obstetrics, and physical examination. The test of water; began the application of new technology in the medical beauty, in the APP7.3.1 community version on the line "new oxygen mirror", real simulation of plastic effects, continue to extend the depth of C-end services.

In 2017, the consumption of new oxygen online consumer transactions tripled compared with 2016, surpassing 6 billion yuan, a year-on-year increase of 300%, driving the output value of medical and beauty to more than 15 billion.

New Internet medical "unicorn", how to develop next?

According to the data provided by New Oxygen, its APP and website reached 114 million unique visitors in 2017. The platform has attracted 35 million medical beauty users and deposited 3.8 million beautiful diaries written by consumers. At the beginning of 2018, according to Yiguan Qianfan monitoring, the new oxygen occupied nearly 90% of the number of startups in the medical beauty APP field.

This data is still growing, and getting such a large amount of new oxygen, when the Internet medical beauty Matthew effect is gradually clear, how to develop next?

In the future, Neo Oxygen will position itself as an “Internet Medical” company rather than an “Internet Medical Beauty” company. One of the most important performances is the “expansion category” mentioned above. From the expansion of medical beauty to the larger consumer medical field, Venus believes that the new oxygen Internet medical model can reflect greater value.

In addition to this, it is also reflected in the "professional ability" of the new oxygen gradually deepening. "The particularity of Internet medical treatment is that it can't only aggregate C-end users, because C-end users are information consumers. It must also introduce professional medical institutions and doctors. They are the people who can produce information and provide services. There is also a high demand for the professionalism of the platform in terms of medical care," Venus said. An Internet company internalizes "medical expertise" into the core competence of the platform and requires a long period of accumulation.

From this point of view, it is not easy to jump out of the "medical beauty" to the entire "Internet medical" industry. From the perspective of the Internet medical field, compared with "universal doctors" and "micro-medicine" and other unicorns in the Internet medical field, the new oxygen cut-in is narrower.

But on the other hand, the number of private institutions in China currently accounts for more than 90% of the entire medical and beauty market. In the market of medical beauty, which looks like vertical and niche but still immature, there are huge service opportunities and marketization spaces hidden.

Under the high tide of social medical treatment and private medical and aesthetic institutions, new oxygen has entered the market preferentially and has already occupied a large market share. It will be easier to obtain the right to formulate rules, and then form an “effective market” to promote the survival of the fittest in the industry. After the gradual completion of consumer education, the second outbreak in the field of medical beauty may bring greater opportunities for new oxygen.

New oxygen begins with breaking the information asymmetry between consumers and medical institutions. Now, it is reshaping the business model that consumer medical care is not so “healthy” with more and more new scenarios, a broader ecosystem and a deeper operational capacity.

According to the "New Oxygen 2018 Medical Aesthetics White Paper" data, it is estimated that nearly 20 million Chinese people will consume medical beauty in 2018, and the Chinese medical and beauty market may reach 224.5 billion, a year-on-year growth rate of 27.57%. Compared with South Korea, there is still 6 times more room for growth, which means that the trillion Chinese medical beauty market has not been fully opened.

However, the rapid pursuit is not a blessing and no harm, Venus believes that in the field of Internet medical treatment, new oxygen must be a "slow" company. The Internet medical platform does not provide separate traffic distribution, but provides a full range of professional services for medical institutions, doctors, and patients. Micro-medicine, doctors, and clove gardens do not. The professionalism of the platform is very high, and the service capability requires a long time to accumulate. In this "slow", it is the biggest opportunity for new oxygen to create barriers.

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