With the rise of the “carry economy”MedicalThe plastics industry has grown rapidly. At present, china has become the world's second largest medical-american market and one of the fastest growing countries globally. According to frost sullivan's projections, the chinese medical-american market will remain at 24. 2 per cent of the annual compound growth rate in 2018-2023, and is expected to surpass the united states by 2021 as the world's largest medical-american market。
In recent years, there have also been a large number of entrepreneurship projects around health and beauty, involving a variety of types, such as entity health clinics, the medicare o2o platform, and medical and financial services providers. Most of the functions are mainly in the form of “grazing grass” and reducing decision-making/trading costs, with less coverage of the needs of doctors and patients for connection, individual branding and helping patients find good doctors。
In response to this market gap, the recently contacted "magic woman" of the 36 kryptons has chosen to use the concept of hot topic to develop medical and beauty-related content and to provide the general public with the expertise needed to do so in an entertaining manner; it has also helped plastic surgeons to build personal ips to increase their influence in the industry. In june of this year, the "magican head" was invested by the equal capital, wisdom and swift investment fund, with multi-fund and multi-million-grade pre-a round; last january, it completed the million-dollar angel round of seashell investments。
"the lady's head" contains a large matrixArtMulti-faceted content operations are carried out in a variety of forms, including short video, pgc live broadcasts, audio, graphics, interactive social content electricians. So far, the "magic head" has accumulated nearly 5 million fans on the internet, working with nearly 1,000 institutions and thousands of specialist head doctors, with a cumulative net of 600 million hits without spending on content promotion。
36 krysken learned that haug, the founder of "demon head", had worked in the media for almost 15 years, before serving on beijing tv, shenzhen watch, anhui watch as numerous talk shows and large-scale producers, such as the hall of eminent persons, the perfect meal, etc., and then trying to jump out of the systemContent entrepreneurshipAt one point, attention was focused on areas where the market was relatively mature, such as mothers and children, cars and make-up, and where medical beauty was less exploited. Haug initially attempted to introduce content copyrights from south korea, where the medical industry is well developed, but the korean content was “controversial” in china, so he tried to create original programming to fill the market gap。
In the second half of 2017, "the devil's head" launched its first season, which featured a talk show focusing on a change of beauty, such as water patching, hysteria, nose synthesis, etc., which was discussed by guests (including medical experts and medicans) on a step-by-step basis to inform the audience about the expertise involved
The second season, broadcast in the first half of 2018, was lighter and more interactive, similar to the mars intelligence service
In the third season, the arrival of the witch demons was transformed into a medical hysteria, understood as “the medical and american community's impotence”, with a total of 12 seasons, each with one star guest + four authoritative doctors + two-three pagers, focusing on a social theme derived from the medical beauty, with a view to achieving a medical communicative “breathing” and “crossing borders”, which will be launched at 11 a. M. On 18 october。
"the lady of the devil." 3rd season
Haug stated that the company currently had a team of more than 10 people planned around content, and that it was trying to build on the needs of the audience by sharpening the work around professional, recreational, social, and so on. In other areas of content, the "magic head" in-house investment has hatched the mcn institution, the olympian culture (which was officially established in july 2019), and has now successfully signed a thousand online red people, such as microblogging, poaching, shivering, quick-handing and little red books。
In parallel with the programme format, there is also the direction of commercialization of companies. Haug argued that the medical content was also an early-emerging industry, with the original idea of doing programmes to make commercials and cooperating with too many hospitals, but found that they tended to focus only on conversion rates and not on reputational values, even though the revenues generated were significant, contrary to the idea that companies should communicate professional knowledge; the company then turned around and began to position itself to help doctors communicate (and to help users find good doctors) and introduce them in a topic-oriented way (such as a medical talk show)。
In commercialization exploration, in addition to advertising — a one-stop solution for effective skin-care manufacturers, the "magic head-to-face" incubation of “hard-scholar product + content counselling integration” — services include rigorous evaluation of the global head-career brand, joint product roll-out by upstream health-care providers, which can be purchased by users through a one-stop platform, and related services such as appointment visits by good doctors. Haug also revealed that he would explore in the future the business associated with paying for medical knowledge。
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The co-founder and founder of the "father-to-the-father" "father-to-the-face-class" said that the brand had been created because the medical-aesthetic project essentially required completion at a medical-aesthetic facility, bringing a great deal of distance and decision-making costs and cycles to users, and the "cara-classing" wanted to provide a simple and intuitive understanding of the role and efficacy of medical-aesthetic products in skin management, thereby reducing the fear of medical-aesthetic projects and the cost of user decision-making; moreover, medium- or low-frequency projects, such as water needles, skin seconds, gold needles, could ultimately contribute to the development of the health-affiliation industry。
With regard to competition in the industry, there is also a focus on health-care content entrepreneurship, with short video science focusing on female demons, trying to break the circle。
