Under the wind, how far can I go for an orthodontic?

The increase in per capita disposable income allows the development trend of consumption upgrades to various consumer fields, and the oral industry is no exception. With the aesthetic needs and health awareness of consumers' continuous improvement, orthodontic projects rely on their advantages to improve the original face through its corrected maxillofacial structure, and gradually become a key area for consumption upgrade in the oral industry. The air outlet track.

The emergence of invisible orthodontics provides a solution for the face value anxiety of contemporary youth, allowing consumers to avoid troubled embarrassing periods in the long orthodontic process. This also makes this service more and more popular. Accept and love.

But at the same time, as a new high -tech industry, the invisible orthodontics industry has higher requirements for technological elements, and the development of many enterprises is facing huge technical obstacles. In the invisible orthodontics industry, products and services play an extremely important role, which has made many companies suffer to study in order to jump out of the dilemma of lack of channels and serious homogeneity.

At present, in the domestic invisible orthodontics market, the "double oligopoly" situation of hidden beauty and the era of the times has been formed. Can new giants appear in the future, and how should emerging companies enter the game cleverly? let us wait and see.

Golden age of oral orthodontics

Hidden orthodontics stand out?

Without taking medicine and opening a sword, the braces laughed as usual, and they could not only become face -to -face, but also speaking. Now searching for "orthodontics" on the Xiaohongshu APP, the cases of consumers depend on orthodontic beauty are everywhere. Many consumers are calling for plastic surgery. The huge market behind this is also evident.

In fact, the orthodontic market has already become a trend of the next high potential track. In 2020, the overall prevalence of Chinese mandibular deformity was about 74 %. Under the huge consumer demand in recent years, my country's orthodontic market size has led the world, from US $ 3.4 billion in 2015 to $ 7.9 billion in 2020. Among them, the rise of the stealth correction market is particularly rapid. The period of about 30%during the 2019-2020 period, the compound annual growth rate reached 45%, and the market size was as much as 1.5 billion US dollars. What excites capital is that my country's current invisible orthodontics accounts for only 10.5%of the orthodontic market. Compared with the proportion of orthodontic markets of 33.1%of the American invisible orthodontics, China's invisible orthodontics is still large. Market penetration space.

Compared with traditional correction technology, invisible orthodontics replaces steel wires to make invisible braces with elastic transparent polymer materials, which is possible to "quietly becoming beautiful". In today's consumer scenarios, external aesthetics are often directly linked to the psychological needs of consumers, playing an important role in consumer decision -making and consumer experience. As the so -called "plastic surgery requires long water flow, it should be carved with beauty". The appearance of invisible braces is almost transparent, hidden, and more beautiful. Wearing it can undoubtedly reduce the negative impact of the long orthodontic cycle on the appearance. To the lowest. Young consumers do not need to worry about nicknames such as "steel girls" and "steel teeth" for a long time because of orthodontics.

In addition, invisible orthodontics are more comfortable. Relying on the digital scanning of the oral cavity, the stereotypes made of 3D modeling and advanced materials are more in line with the human oral structure, avoiding the gum pull -up feeling of the use of traditional corrector, thereby reducing pain. The characteristics of freely wearing this characteristics have since solved the problem of eating teeth discomfort in the process of orthodontics. It is difficult to clean after meals, which is conducive to maintaining oral hygiene. It depends on invisible braces. Even if it is in the orthodontic period, users can eat and laugh confidently.

On the other hand, the standardization of invisible correction treatment processes is higher and more convenient for maintenance. The review of invisible appliances also completely get rid of the complex steps of traditional appliances. It only needs to compare with the 3D proposed correction scheme to ensure that the correction target can be achieved without derailment. In this way, the frequency and duration of the patient's re -consultation not only reduced, but also no need to face the problem of discomfort to the patient's discomfort to the patient during the re -diagnosis process, which greatly reduces the burden on both doctors and patients.

It is based on the advantages of invisible orthodontics, comfort, and treatment processes that it can stand out and be favored by many investors. Under the birth of capital, the Chinese oral orthodontic industry has started, and there are traditional bracket manufacturers to expand their product lines, as well as "cross -border" of oral equipment manufacturers as invisible appliances. Many invisible orthodontics brands such as Misimi, Ryomele, Corele, Zhengli, Bosimi, Dr. Jian, Da Vinci, etc. have tried to share a share from this vast blue ocean.

Angel (06699.HK), one of the industry leaders, went to Hong Kong last year. Its financial report shows that the company's annual revenue in 2021 was 1.272 billion yuan, a year -on -year increase of 55.7%; net profit was as high as 286 million yuan, an increase of 89.2%year -on -year. The circuit's popularity is self -evident.

However, the good times did not last long. As of the close of May 4, the stock price of the Angel era fell to HK $ 109.4, and the market value evaporated nearly 80 %. Behind the abandonment of investors is the undercurrent in the industry.

Under the carnival of capital

What attracted the dual storm of barriers and problems

The decline in the stock price of leading enterprises is the result of re -examining the industry after the popularity is dispersed. Today's booming invisible orthodontics industry has also hidden many problems.

Taking the business model of the Angel of Times as an example, the company produces invisible appliances, and the doctor is responsible for selling appliances and designing treatment plans. The two have formed a supply chain. However, this traditional distribution system requires doctors to not only understand technology, but also understand sales. After reaching cooperation, Times Angel's training for cooperative doctors is often guided by sales. This makes many orthodontic doctors from the science class feel "unsuccessful", and the doctor has insufficient viscosity for long -term cooperation. Throughout the industry's layout, head enterprises including hidden beauty, era angels, and Zhengya all adopt this to doctor model. The effect of orthodontic products largely depends on whether orthodontic doctors can design accurate scientific treatment plans and appropriate courses for patients. The threshold for orthodontics is high. Professional orthodontic doctors need a degree of education. A mature orthodontic doctor still needs about 100 clinical experience.

Therefore, the cultivation cycle of orthodontic doctors is extremely long, which often takes years, or even decades. The shortage of doctors with professional qualifications has become one of the long -term pain points in the industry. The industry has reached the consensus of "orthodontic doctors is the core competitiveness, and doctors get the world."

In order to make up for the shortcomings of doctors, the provider of invisible appliance solutions such as hidden beauty and the angels of the times had to open the door to the spread of invisible orthodontics. However, after all, the manufacturer is not the college, and the level of doctors trained is different. Many non -orthodontic doctors dare to engage in orthodontics after short -term operation training. However, manual operation is only a small part of orthodontic treatment. These "ripe doctors" cannot accurately diagnose and treat patients, let alone design a reasonable design. This has also led to the high complaint rate of orthodontics in recent years.

In addition, the production of an invisible appliance requires many fields such as clinical stomatology, biomechanics, material science, computer science and intelligent manufacturing, which has created a very high industry threshold. Whether it is the material for the production of invisible correlars or the software algorithm designed by the stealth orthodontic solution, none of the players with a small volume can be easily dyed. The invisible orthodontic industry has entered the barriers, and the price of the invisible appliance has also been raised. Compared with the traditional bracket appliances, the current market's mainstream stealth appliance is about 50%higher, and import brands even have even doubled. Forty or 50,000 invisible braces are also common. Such an unknown price will also refuse many consumers.

All kinds of problems show that capital assistance does not eliminate its own problems in the industry, and the orthodontic industry itself also needs a reasonable quality solution to correct it.

How to break the situation

Become a top priority for enterprises

Due to the composite type of invisible orthodontics, both products and services play an important role in industry competition and development. To break the situation, it is naturally necessary to take medicine.

For products, we must continue to increase R & D and implement product layout with comprehensive market segmentation and different characteristics. At present, there is still huge consumption potential in the invisible orthodontics industry waiting to be excavated. The guidance of consumer demand is still yet to be developed. The diversification of products can more comprehensively cover the needs of users. Hidden beauty almost does not publicize the main products, but uses the personal needs of consumers and the professional suggestions of orthodontic doctors to design the treatment plan to customize the invisible orthodontics. Personalized solutions can solve the oral problems of each consumer more targetedly. This feature has helped Hidden Mimei win excellent reputation among consumers.

In addition, it is precisely because this is a technology -driven development industry. The door walls are high and the moat is deep enough. Therefore, relying on the technological investment and product research and development methods, it can undoubtedly win stability for enterprises. In addition, many Chinese people are suffering from maxillofar problems. The development of invisible correction solutions that meet the bone characteristics of Chinese people in response to this demand is also conducive to manufacturers to harvest a large number of consumers in the huge Chinese invisible orthodontics market. The Angel of the leading corporate era deeply realized the driving force of digital and informatization in the invisible orthodontics industry. Relying on computer science to achieve digital research on teeth, the correction process and crown characteristics are informationized, and a large oriental population database has been established. It is the emphasis on technology that makes it the first Chinese orthodontics company to go public in Hong Kong.

It should be aware that many of the existing invisible orthodontics on the market not only sell products, but also sell services. Later, the "easy smile" brought Internet thinking to the orthodontic industry, transparent and quickly implemented in all aspects of the service. For each consumer, it will provide different price treatment plans and ensure the uniform prices nationwide. It also introduces Huayan installment payment. Aiming at consumers with price -sensitive types, they have a wonderful victory.

As the main body of contact with consumers on the front line, many companies have also put forward high requirements and high standards for orthodontic doctors.

On the one hand, enterprises need to ensure that doctors have excellent skills. By cooperating with qualified medical schools, scientific and effective training programs are opened. For example, Times Angels currently cooperate with UCLA's medical school to open digital orthodontic certification training programs, and jointly cultivate orthodontic doctors with the China Dental Disease Control Foundation. Secondly, it is also a general trend to promote the deep fusion of digital technology and invisible orthodontics. It can further reduce the accuracy of the burden of orthodontic doctors and orthodontic services, ensure that patients' data collection, clinical analysis and treatment processes are more accurate and effective, thereby improving the completion of correction goals and helping the orthodox process more efficient. On the other hand, in terms of product promotion, we must cooperate in depth with orthodontic doctors, not only the simple model of suppliers and distributors. The high professionalism of orthodontics allows patients to trust doctors rather than manufacturers. In this case, the manufacturer needs to win the trust of the doctor. Supporting education and training for orthodontic doctors, build an information system to ensure that doctors and manufacturers are consistent, cooperate with dentist clinics to promote the relationship from partners to partners, and truly build doctors and manufacturers into community of interests. For the development of sales, manufacturers can also send sales commissioners to each dental clinic and hospitals to dock with doctors. On the one hand, the burden on orthodontic doctors, on the other hand, special personnel are undoubtedly more concise and efficient.

The eight words of "building a high wall, Guangnanxian" can summarize the current direction of the industry's current adjustment. Invisible orthodontics is undoubtedly the son of the heavenly selection of consumers in the new era. The key to whether the favor can continue to continue this favors is whether the industry can "grasp both hands and both hands" in terms of products and services.

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