Who can support the "second curve" of the hair transplant company?

Text | Mantis Observation

Author | Qingyue

If massage, bars, and script killing are the "three -piece set" of young people, then tooth washing, hair transplantation and photon rejuvenation are becoming a beautiful "combination boxing" for young people.

Especially for hair transplantation, according to data released by the National Health and Health Commission, there are more than 250 million people in my country's hair loss, of which 69.8%of the total number of people under 30. Zhang Chunjie, the dean of the new hair transplant, is "stress, anxiety, staying up late and other factors to speed up young people's hair loss."

The pressure is getting bigger, more troublesome, and less and less hair. In such an environment, it seems difficult to say that it is not a good business. According to the data of Fonostalian, in 2021, the size of my country's hair transplant medical service market has reached 16.9 billion yuan, predicting that the size of my country's hair transplant medical service market is expected to reach 75.6 billion yuan in 2030; He Medical, officially landed on the Hong Kong Stock Exchange on December 13 last year, broke the crackdown spell on the first day of the new stocks that had been shrouded for months, rose 5.06%on the same day to close HK $ 16.6; The manual tries to sprint the second share of "hair transplant".

(Drawing: Mantis Observation)

Regardless of the agency's prediction of the market size or from the action of hair transplant companies, the growth gene of this industry can be regarded as "excellent". By analyzing the Yonghe Medical and Damai Hair transplant that has disclosed the performance report and the prospectus. "Mantis Observation" found that under this excellent "gene", it is actually hidden.

70 micrometer's trillion business verses

A hair with a diameter of only 70 microns, but the value brought by this hair is even far exceeding 7 billion.

Based on the data of 2020, at that time, according to Fonostalian data, the number of hair loss people in my country exceeds 250 million, and the number of Chinese hair transplant surgery in 2020 is 516,000 cases. According to the data, in 2020, the transplantation cost of a single hair follicle ranges from 10-60 yuan, but in general, patients need to transplant thousands of hair follicles units, so the average customer unit price of the company reaches 14,782 yuan.

According to the calculation of this data, the income brought by the hair transplant surgery in 2020 exceeded 7.6 billion yuan, and the market size of the unopened market was nearly 3.7 trillion yuan, let alone today in 2022, whether it is the number of hair loss or the customer unit price, it is still still. Improve.

Furthermore, this year's young people's acceptance of hair transplantation is also getting higher and higher.

On the one hand, because of the existence of demand, a domestic survey report in August 2021 shows that the post -90s population of hair loss increased from 36.1%in 2017 to 39.3%, surpassing the 80s of the 80s accounted for 37.9%. , Become the main body of the hair loss crowd.

(Drawing: Mantis Observation)

Young people become the "main force" of hair loss. In addition to the harm caused by frequent hot dyes due to love and pursuing the trend, staying up late is also an extremely important reason. According to "Hair Doctor Shi Yuanpei", when people stay up late, the number of hormones similar to "stress" will increase (CRH), and CRH will cause hair loss in the rest period. CRH in patients with hair loss is obviously higher than normal people.

The Zhilian Research Institute jointly released the "2022 China Workplace Young Sleep Quality Report" with the JUST SO SOL Research Institute. The average sleep time is less than 7 hours. If the phenomenon of young people who love to stay up late will not be improved, the people of hair loss will inevitably increase.

On the other hand, young people are more willing to pay for hair transplantation.

As mentioned earlier, the customer unit price of hair transplantation is not low. On average, it is nearly 15,000. The "middle -aged people" "in detail" are hard to be heartbroken. Sometimes they are afraid of surgery, the institutional institution I don't trust and read too many negative news, and refuse hair transplantation.

The opposite of young people, the sales data of Ali Retail platform shows that the post -90s have accounted for 36.1%of consumers of buying hair transplant and hair care products; according to the statistics of Irei consultation, the post -90s and post -00s have a higher willingness to accept hair transplantation, attitude attitude More positive.

Seeing that there are more and more water in this "pool", it has also captured the hearts of young people. This trillion market naturally attracts many enrollment, but it is precisely because of this that some problems in some industries have begun to emerge slowly.

How deep is the "blue ocean" water?

The ocean, broad and mysterious. Similarly, as the blue sea track, behind the huge potential of the hair transplant market, there are also some tests hidden.

First, it is brought by fierce industry competition. According to the well -known hair transplant institutions learned by "Mantis Observation", there are Yonghe, Bilian Sheng, Barley, and freshmen, etc. New players are increasing day by day.

Enterprise investigation data shows that there are 1,138 existing hair transplant -related companies in my country. In the past 10 years, the overall registered volume of hair transplant -related enterprises in my country has shown an upward trend. In 2019, there were 177 new hair transplant -related companies, a year -on -year increase of 14.94%. In 2020, 170 were newly increased, a decrease of 3.95%year -on -year. In 2021, 190 newly increased, an increase of 11.76%year -on -year.

(Drawing: Mantis Observation)

Whether it is to stand out or survive in the industry, the most direct and most effective way is marketing, but when everyone thinks so, normal marketing behaviors become a vicious circle of burning money. According to the prospectus, the proportion of marketing and distribution expenses in marketing and distribution in 2019, 2020 and 2021 accounted for 67%, 52%, and 50%of the total revenue of the year, and even 77 times, 87 times, and even 77 times, 87 times, and even 77 times, 87 times, and 87 times. 108 times, the burden is extremely heavy. Secondly, under the "Gaoli", there must be "brave husbands". Some short -sized players have affected the reputation of the entire industry with their own power. Taking the "Black Cat Complaint" as an example, searching for "hair transplantation" on this platform can come out with more than two hundred results. The content is even more shocking. Take a few simple examples:

A consumer conducted a hair follicle test in a hair follicle in Chongqing, and was told that the fifth -level hair loss needed to be intervened immediately. In the context of knowing his family and work, he also persuaded his loan to handle more than 20,000 packages. As a result, the result was Not only does the hair loss have not improved, but also pay more than 2,000 loans per month.

(Source: Black Cat Complaint)

A consumer in Shanghai said that it spent 38,000 hair transplantation in a hair transplantation agency known as a 95%survival rate. As a result, the survival rate was even less than 60%after one year. Both postoperative drugs and repair were charged.

Another consumer in Xi'an stated that attracted by Douyin advertisements, when consulting related hair transplantation projects, was paid by 16,000 fees by scams, but they did not see their price list from beginning to end. Everyone's price is different. There are 6 pieces of hair follicles, one hair follicle, and the survival rate does not reach their promise.

Third, hair transplantation is basically one -time consumption, and the repurchase rate is almost zero.

This is actually related to the characteristics of hair transplant. First of all, its customer unit price is not low. For ordinary families, this is definitely not a project that can consume high frequency. Second If it is not good, it will not go again, and even persuade the family and friends around you to stay away from hair transplantation.

The low repurchase rate, the victims of the wind review, and the high marketing costs are high. The hair transplant enterprises trapped in the "siege" urgently need to open the second curve.

Can "Yonghe, Barley, Bilian Sheng" open the second curve?

As each hair follicle has an independent metabolic cycle, the hair transplant industry seems to be looking for the "second growth curve" to cross the industry cycle.

The initial germination period and the development period of high -speed sudden progress have obviously passed. During the maturity period of the clearing, the head -of -hair transplant institutions led by Yonghe, Bilian Sheng, and barley have taken different ways to save themselves. "It seems that the following three types are divided into:

The first is the expansion of the chain store opening. As of September 2021, Bilian Sheng has deployed 32 chain branches in 32 cities. Newborn hair transplantation also has the layout of 50 cities and 60 houses. Yonghe and Grandai, who have been listed on the market, are also very spectacular in chain stores.

The expansion of the "horse racing circle" type does help enterprises to quickly achieve scale improvement and seize the market in the short term, and can also eliminate some small and medium -sized enterprises with insufficient strength, but as the high cost of new customers gets the high cost, the more The more serious coming, it will also lower the profit level of the enterprise, not a long -term strategy.

Secondly, some enterprises have made a solid haircut business to try to open up the "second growth curve".

According to iResearch, the scale of China's head scalp care industry exceeds 70 billion in 2020. Because the maintenance demand market is greater than the hair transplant market, and the consumption threshold is low, the repurchase rate is high, and consumer acceptance is higher. This obviously obviously obviously obviously It is conducive to extending the life cycle of corporate services and improving its revenue structure that is too dependent on hair transplant business.

Therefore, the hair transplant companies including Yonghe, Bilian Sheng, and barley are all deployed in this field. Taking Yonghe Medical as an example, as of December 31, 2021, the number of patients receiving medical care services was 105,275. , Increased by 78.1%from 2020; the income of this business also doubled, from 210 million yuan in 2020 to 582 million yuan in 2021, accounting Increase to 73.9%. It can be seen that the potential of this market is also considerable, and it is good to be a good grasp, and it may even become a shoulder or even surpass the hair transplant market.

Finally, it is to choose to continue to innovate in the direction of intelligent technology, optimization services, industry -university -research integration. This is one of the means to ensure that enterprises can develop more effective development at this stage.

This year, Yonghe divided the surgeon in detail as "Dean Yongli, Director Yongxiang, Dean of Business, and Director of Business", and further improved the price system. To 22,000 yuan, the business director was reduced from the previous 16,000 yuan to 13,000 yuan, and promised that consumers who performed hair transplant surgery from February 8, 2022 to February 28, 2022, due to price adjustment due to price adjustment The difference between the charging, all proactively replenished the supplement to consumers.

Because of this, Chengdu's hair loss patient, Mr. Li, caused a fatal blow to his entrepreneurial experience because of the impact of the epidemic, and the child was diagnosed with acute pneumonia and needed isolation treatment. The family could only rely on credit cards. "SMS has undoubtedly become his life -saving straw, and it also proves from the side that Yonghe medical treatment with doctors' diagnosis and treatment, medical system information, refined surgical quality, standardization of medical services, and transparent charging standards are indeed a temperature with temperature enterprise. All in all, although there are still negative news such as low repurchase rates, harmful wind reviews, and high marketing expenses in the industry, the development of things is always wavy and spiral. , "Yonghe, Barley, Bilian Shengs" will have a greater imagination space; at the same time, as the consumer cognitive level and the pursuit of quality of life have been improved again, in the future More consumers may treat hair transplant surgery with a rational and objective attitude.

*The pictures of this article are from the Internet

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