Looking at the whole medical beauty field, New Oxygen is the first medical beauty platform to win the D-1 round. In the whole Internet field, there are only a handful of enterprises that obtained the D-round financing in 2017. According to the analysis article of Tahe Capital, New Oxygen obtained more than ten investment letters in the D-1 round of financing. Less than three months after the D-1 round of financing of 400 million yuan arrived in the account, New Oxygen quickly completed d-2 round of financing. Why is New Oxygen favored by capital?
Incremental market carved up, platform flow winner eat all
For Internet enterprises, incremental market is an important indicator to determine the future development space of enterprises. However, with the continuous popularity of smart phones in recent years, the incremental market of mobile Internet is becoming saturated. According to the monitoring data of Umeng +, in 2017, the number of devices in the stock market of smart phones in China reached 1.15 billion, which means that every Chinese with access to mobile phones has a smart phone on average.
The incremental market for smartphones and all kinds of new concept technologies has been carved up, and medusa is no exception. With the end of incremental traffic competition, there is a winner-takes-all market traffic phenomenon in all fields. As a leader in the field of medical beauty, New Oxygen was the first to obtain the D round of financing, and the market flow also increased with the expansion of its market influence. According to analytica data, in December 2017, the total number of startup times of New Oxygen APP exceeded 19.24 million, covering nearly 90% of the startup times in the field of Yimei APP. Meanwhile, the total open time of New Oxygen APP exceeded 720,600 hours per month, accounting for nearly 84% of the use time in the field of Yimei APP. Different from the slow growth of other apps, New Oxygen still shows a rapid growth trend, and almost all the stock market of Jimei APP is captured by New Oxygen.
As a representative of the field of medical beauty, New Oxygen is booming with the improvement of national consumption ability and its pursuit of quality life, becoming a winner in the field of medical beauty.
The existing market flow is reallocated, and the community benefits from e-commerce
After the incremental dividend has been sucked up, enterprises in various fields are beginning to compete for the existing user stock in the market. It can be found that in the stock market, wechat, QQ, Weibo and other community-based platforms with user-created information as the core occupy a large amount of users’ time. These network communication platforms can continuously produce high-quality content due to the community model, and have a great user activity.
The Financial Times recently reported that Wechat, the Chinese social messaging app, has 1 billion user accounts worldwide. At the same time, wechat has social functions such as public accounts and mini programs, which can help social e-commerce companies like Xinoxygen reach wechat user groups faster and achieve promotion effects. In the stock market, the vast majority of users’ time is taken up by apps such as wechat, Weibo, Zhihu, games and videos.
The social community with user-created information as its core has become the most tenacious Internet product in the history of Internet development. The answer can be found here. Jin Xing, founder and CEO of New Oxygen, believes that a good community can continue to contribute original and high-quality content, thus bringing continuous and stable high-quality traffic. New Oxygen has always attached importance to content construction and is now the largest medical beauty community and media in China.
1. New Oxygen is the largest medical beauty community in China
For medical beauty consumers, they should make more prudent decisions when making medical beauty consumption and consult a lot of information before placing an order. New oxygen from consumer pain points, committed to the platform construction of content, forming a “good content more than a big traffic merchants a heavy operating a good experience” the positive cycle of operation system, provide the medical beauty oxygen consumption reference plastic diary, the new encyclopedia, new media matrix, a new information, such as oxygen essay shorten consumer search costs, improve the consumer experience, Created the largest medical beauty community in China.
On the one hand, New Oxygen has created a consumer plastic surgery diary, which is the first of its kind in China. Through consumer evaluation, it can truly restore the service ability of doctors and institutions, and promote the transparency and safety of the medical beauty market. In the field of traditional medical beauty, there is the problem of information asymmetry between consumers and medical institutions, and there are adverse phenomena such as price evaluation and doctor packaging, which form negative effects.
On the New Oxygen platform, consumers can understand relevant project information and answer their doubts about plastic surgery products according to the previous consumer plastic surgery diary and other products. At the same time, By establishing connections between upstream manufacturers and consumers, Xinoxygen can reduce marketing costs and provide consumers with cost-effective medical beauty consumption.
On the other hand, New Oxygen is also the largest medical beauty media in China. Among the 20 million wechat public accounts in the new list, Xinoxygen’s official wechat public account ranks 22nd. In 2017, the annual page views of xinoxygen’s wechat public account reached 380 million, and 120 million people were touched by xinoxygen’s wechat public account. Short videos were played 550 million times in 2017. Xinoxygen delivers high-quality transparent content to consumers through multiple channels such as wechat public account and short video, making it the largest medical beauty media in China.
2. Content community fermentation brings market traffic
Xinyang has been developing in the field of medical beauty for five years, and its plastic surgery diaries have reached 3.5 million entries. Our business covers 351 cities in China, South Korea, Singapore, Japan and Thailand, with a total of more than 7,000 formal medical beauty institutions. On the doctor resource, it has successfully attracted 25,814 doctors with professional qualifications. With a number of institutions and strong medical resources, consumers have more and more reliable choices in plastic surgery consumption.
On WeChat built on content products output after the community of new oxygen in the field of medical beauty market influence is continuous fermentation, when outsiders asked new oxygen in the past five years has completed its first “five-year plan”, so in the next five years there will be any new planning, Venus, said in 2018, besides continues to expand the existing business, There are three things left to do: one, continue to do full scene coverage; Second, gradually expand other categories; Third, enhance the deep application of AI and BI in the whole service system.
Extension category, the whole scene for the new oxygen big health future rammed roadbed
At present, with the improvement of national consumption level and demand for high-quality life, the era of consumption explosion in the field of medical beauty will soon come. Under such a trend of medical beauty consumption, the market competition in the field of medical beauty will become more intense. Therefore, the expansion of medical service categories and the construction of full-scene marketing ecology are the market opportunities for Xinoxygen in 2018, as well as the needs of business expansion.
1. Expand products to consolidate the market foundation. In terms of the age distribution of Xinoxygen’s consumer group, we found that the users under 25 years old account for 53% of the total number of users on the platform, and the users between 26 and 35 years old account for 43%. With the growth of age, these consumers will face a series of medical consumption demands such as marriage, production, family care and anti-aging in the future consumer market. With the increase of per capita income in China, people will have higher and higher requirements on the service quality of beauty and health. In such a development trend, New Oxygen has begun to open to health care, dental and other consumer medical institutions. In the future, it will also set foot in the field of pediatrics, gynecology, obstetrics, physical examination and other big health extension categories. Through a variety of extension categories to test the water of the big health market, and constantly explore the future development direction of new oxygen.
2. Build a marketing ecosystem covering all scenes. In the field of medical beauty, the key to build a marketing ecosystem covering all scenes lies in how to find marketing channels that can reach more users. New oxygen that future users is staggered in separate scenario, whether online social scene, read the scenario, live scene, or offline service scenario, the new oxygen will revolve around user scenarios close-fitting “delivery” service, for example through WeChat scenarios of small procedures, agency service scenario “reservation” and other small tools delivery services. The “shape” varies, but the “spirit” is actually integrated, integrating high-quality medical beauty experience into each user scene, making Xinoxygen become a portable medical beauty expert at your fingertips.
In a word, in the past five years, New Oxygen can break the traditional medical beauty market pattern, provide safe and transparent medical beauty service for consumers with a new operation mode, and create higher market value. After the continuous upgrading of consumption, the increasing user volume will also become a powerful driving force on the financing road of new Oxygen in the future. At the same time, after the service category is broadened and the ecological construction covering the whole scene is constantly improved, new Oxygen future will add a new layer of guarantee to march into the field of big health.
Article/Liu Kuang public account, ID: Liukuang110