Who is making "hair loss"?Among the income of a hair transplant company, 5 cents are used to promote marketing

Shandong Business Daily · Sudao News reporter Feng Yunyun Du Zilin

Following the listing of Yonghe Medical in the planting industry last year, at the end of June this year, Damai Hair transplantation also submitted a listing application to the Hong Kong Stock Exchange, and it was planned to impact the "second share of hair transplant".

In recent years, the hair transplant industry has become a new outlet in the capital market. The heads of the heads are scrambling to go public, and they have made heavy money to sell hair transplant products to consumers. Although the hair transplant industry meets the aesthetic and psychological needs of consumers, it has also exaggerated the effects of hair transplantation effects induced consumer, false publicity, and opaque prices.

"What about middle -aged male hair loss?"

Because of a word of inadvertent colleagues, Li Xiao, who had just passed his 29th birthday, recently began to look in the mirror frequently.

"A few days ago, a college classmate who hadn't met for several years said that my hairline was moved on the hairline. I thought it was a joke, but in the past few days, I saw a lot of hair on the pillow. When you brush WeChat, the circle of friends still appears in the advertisement of hair transplantation from time to time. Is it really my hair loss? "

When Li Xiao said this, he inadvertently scratched his head. This big boy who had just finished his 29th birthday was recently focused on the problem of "hairline on the hairline".

He lost his hair at the age of 30? Li Xiao didn't believe it at the beginning, because in his house, both parents or older generations, the hair was very dense, and there was no hair loss gene. But when he drumped the courage to search for the word "hair loss" on Baidu, he began to feel that everything was not impossible.

For example, in an article "What to do in a middle -aged male hair loss?", The lower limit of the age of hair loss was reduced to 20 years old, that is, the youth that had just begun a good life, followed by the article quoting many professional terms to explain The reason for hair loss, after analyzing the reason, do not forget to remind readers:

"If you have severe hair loss, even if you shave your head, there are hair follicles and stubble on the back pillow and side, and the top of the head is smooth, and some people are still uncomfortable."

But looking back, Li Xiao felt a bit wrong, because the pictures used in the article are all the brand words "Fuzz 馥". This is a Shenzhen hair transplantation institution. There will be many advertisements for the agency, which is a main institution that is mainly "tattoo".

Baidu, Zhihu, WeChat article, after reading it for a few days, Li Xiao increasingly felt that the hair on the pillow and the bathroom bathroom was endorsing on his hairline, and these articles will also be "tragic encounters" after hair loss. It has been described in detail, including the old, the object is not easy to find, the graduation job hunting, the promotion of work, and so on.

Of course, most of these articles will have the same work with "What to do with middle -aged male hair loss?", That is, the ending or message area, the implantation or grass of hair transplant brands will appear. In short The hair transplant companies seem to see "another dawn in life".

It's like the plastic surgery industry many years ago

Hair transplant and medical beauty consumption, ophthalm consumption, and oral consumption are also called the four major sections of consumer medical care, but it starts late compared to the other three major sectors.

According to public reports, the hair transplant industry has only developed rapidly after 2015. The number of new registered institutions increased by 108.7%year-on-year. From 2017-2021, the compound growth rate of the hair transplant industry was as high as 24.5%. As of the end of 2021, the regular hair transplant market terminal terminal Sales have reached 23.7 billion yuan, and are expected to reach 41.83 billion yuan in 2026.

According to the statistics of Huafu Securities, the current hair transplantation service agencies are mainly divided into four categories, including the plastic surgery department of hair transplantation of public hospitals, national private medical chain institutions, hair transplant departments, and other hair transplant institutions. 14.8%, 23.9%, 15.7%, 45.6%.

In the past two years, a major change in the hair transplant market is the top enterprise represented by Yonghe, Bilian Sheng, Newborn, and Damai Four Dali Hair Transplantation Agency. It has been launched.

First of all, in December last year, Yonghe Medical successfully landed on the Hong Kong Stock Exchange and became the "first share of hair transplantation". Immediately after the end of June this year, Damai hair transplantation submitted a listing application to the Hong Kong Stock Exchange to impact the "second share of hair transplant" and Bi Bi The founder of Lian Sheng, Yulina, recently publicly stated that he is steadily promoting the listing plan.

Huagai Medical Fund is a strategic investor in Bilian Sheng. Zeng Zhiqiang, the fund director of the fund, believes that the domestic hair transplant business has both the rigidity of medical treatment and the consumption upgrade attributes of medical beauty. Treasures of the outbreak.

In addition, according to incomplete statistics, well -known investment institutions including Sequoia, IDG, Tiantu Investment, Yuanzhang Capital, Dinghui VGC, etc. have all started betting on hair transplant companies and invested in hardcore pharmaceuticals, Celev, and specialke in specialty Luo Bio and other related companies such as hair transplant industry chain.

Heading enterprises are more "heavy marketing light development"

With the rapid development of the hair transplant industry, hair transplant advertisements are no longer sneaky on the corner of the corner as before, "Hair loss anxiety, hair transplantation and treatment" more and more marketing appears more and more on building television, outdoor large screens, short videos, short videos, short videos, and short videos. In the platform and WeChat circle of friends, there are a large number of grass in social media such as Xiaohongshu, Zhihu, and Weibo.

Just like the usual means of some medical institutions in the early years, advertising creators of various platforms usually either tell the painful experience of their hair loss first, or to describe their hair transplantation experience in a certain institution, but they will eventually be on hair transplantation in the end Institutions are recommended or implanted. The prevalence of hair transplant advertising is not only reflected in the visual impact of consumers, but also in the financial statements of listed companies.

Take Yonghe Medical's 2021 annual report as an example. At that time, the company's marketing and promotion cost was 684 million yuan, which is equivalent to 65%of the company's marketing costs, and the marketing cost is 49.5%. 5 Disposal is used for publicity, which is much higher than other general comprehensive medical aesthetics.

From the perspective of barley planting, public data shows that from 2019 to 2021, the sales and distribution expenses of barley hair transplantation were 501 million yuan, 399 million yuan, and 521 million yuan, respectively, accounting for 67.1%and 52.2%of the company's operating income, respectively. And 51.0%, which is very close to Yonghe Medical, and is also used in marketing and publicity.

Compared with high sales expenses, the R & D investment of these two hair transplant companies is poor.

According to public reports, from 2019 to 2021, the marketing costs of barley hair transplantation are about 77 times, 87 times, and 108 times the research and development costs, and Yonghe hair transplantation is 73 times, 66 times, and 76 times. Almost Jiu Niu and one hair.

Industry development needs to be regulated urgently

In the context of the current market, various problems around the planting industry have also surfaced.

The reporter saw on many Internet complaint platforms that consumers have a lot of complaints on hair transplant companies. The problems they reflect are mainly concentrated in exaggerating the effect of hair transplantation effects induced consumer, merchant false publicity, opaque prices, and the number of hair follicles units. The law enforcement department's punishment for leading enterprises has emerged endlessly in recent years.

For example, in January 2020, Yonghe, Ningbo Yongzhou, was put into use of the electric hair follicle transplantation that did not register in accordance with the law, and violated the relevant provisions of the "Regulations on the Supervision and Administration of Medical Device". Patent applications and endless and invalid patents are suspected of violating the Advertising Law.

In March 2021, Ningbo Grand Mai Beauty Beauty Magnoma Co., Ltd. was punished by Ningbo Market Supervision Bureau for fake 30,000 yuan for false propaganda. The institution publishes microneedal hair transplant medical advertisements on the Internet platform store, which includes Dr. Wang Ping's microneeda hair transplantation case and compares the pre -surgery after surgery. Not matching.

In March 2022, Kunshan Yonghein was fined 19,000 yuan to use the condition of medical cosmetologists who did not have the condition of medical beauty. In June of that year, the Shanghai Market Supervision Bureau announced that in the second batch of typical cases of iron fist in the 2021 people's livelihood case investigated and handled the case of iron fisting actions in the 2021 people's livelihood case investigated Yonghe Medical was ordered to immediately stop publish illegal advertisements, eliminate the impact within the corresponding range, and fined 150,000 yuan.

Regarding a comments published in April this year, "People's Daily" pointed out that governance related chaos must not only target a certain case and institution, but to face the entire industry, strengthen self -discipline, strengthen self -discipline, and Evaluating qualifications, clarifying standards, uniform standards, raising thresholds, and strengthening supervision, etc., ensure that industry institutions and employment behaviors provide services on legitimate compliance tracks.

"Whether it is carried out the diagnosis and treatment business or the method of seeking treatment, it cannot be light or hasty. From new demand to new business formats, from new industries to new markets, protect consumer rights, optimize the format environment, meet people's common expectations, there will be still in the future, there will be still in the future, there will be still in the future. The long way is going to go. "The article said.

Shandong Commercial Daily · Sudao News Network Editor Zhang Lei Xue Xun Wang Zhizheng

- END -