In recent years, the social impression of medical beauty has undergone positive changes. The popularity of emerging social media such as Little Red Book, Tik Tok and ins has provided a good soil for the development of the medical and beauty industry. However, at the same time of rapid growth, there have also been some industry chaos, government supervision has been continuously upgraded, and medical and beauty products, institutions, marketing, publicity channels and other aspects have been rectified. In addition, factors such as increased customer acquisition costs, low customer retention rate, repeated epidemics, and intensified low-price competition have indeed slowed down the development of the industry. Under such circumstances, how should the medical and beauty industry solve these marketing dilemmas? Where is the future growth point of medical and aesthetic institutions? Lead the team to lead the maxillofacial plastic surgery project in the industry. As a regional single hospital, Xin, deputy general manager of Li Ge Medical Beauty Hospital in Seoul, added 5,000 users in eight months, bringing in 4.5 million revenue. In the live broadcast of EC's "Big Coffee Says Growth", he brought the answer of "Practice makes true knowledge". Let's review together! Apply for trial. 1. Blind price competition only brings the first transaction flow, and the profit cannot be saved. According to industry analysis, at this stage, more than 80% of medical and beauty institutions are fighting price wars! In fact, there is nothing wrong with participating in competitive pricing, but after obtaining a large number of customers through these methods, many small and medium-sized institutions still feel that they are struggling and have to continue the next round of price wars. In most cases, they haven't figured out how to continue their business. In fact, it is also the wrong channel traffic platform, which only blindly acquires customers and does not know how to retain customers. In the past, the logic of obtaining customers in medical and aesthetic institutions was very direct. When customers who have spent advertising fees on different platforms come, they will give themselves psychological hints that the quality of these customers is not high, and even form an atmosphere and misjudgment. The effect of this platform will be better. If that platform is not good, they will desperately compete for a platform at a low price and be more "rolled up". However, after the first low-price transaction was completed, the overall service SOP was missing. I don't know where the traffic is, where it exists, how to control it at what node, in what way, with what hook, and in what intimate way to interact with it. In fact, many institutions have never thought about it, or everyone has never done it. Only pay attention to traffic, which is a mistake in the way of operation. The traffic brought by advertising fees is sold once, and then thrown into the system to let it sleep. This is a problem of sustainable customer management. Therefore, although there is a price war in the medical beauty industry. However, if we can develop a full-life SOP in the form of stock, save it in our official WeChat account or small program, and become private domain customers, and then stimulate the stock customers through node management and hook-up, such as poster welfare and marketing activities, and constantly reach out to each other, in this process, a large amount of traffic will become stock, become loyal fans, revitalize the initial traffic brought about by the price war, and extend the life cycle of customers. Second, it is inevitable that medical beauty management will move towards the 4.0 era, from flow management to private operation of stock management. Looking at the development of the medical and beauty industry for more than ten years, it has now entered the 2.0 stage of e-commerce channel development from the 1.0 stage dominated by offline channels, and entered the 4.0 era of more technological innovation and technology empowerment from the 3.0 stage of online e-commerce channel segmentation. In this process, the Internet environment traffic dividend is exhausted, the customer acquisition cost is soaring, the customer retention rate is low, the management team is not capable, and the customer conversion rate is low. Engaged in the medical and beauty industry for many years, New Yin Bao mentioned a phenomenon in the medical and beauty industry-the whole industry has the gene of "traffic is king", that is, the core logic is that users can be obtained with good traffic. This way of thinking and operation is also the reason why medical and aesthetic institutions are facing many difficulties at present. This business model leads to the fact that after the guests come, the organization does not pay attention to retention and referral, nor does it pay attention to the extension of the customer life cycle. It is equivalent to breaking corn, breaking one and losing one. It doesn't pay attention to and is not good at maintaining user relationships, and the cost is definitely getting higher and higher. However, when the business uncertainty brought by the normalization of the epidemic situation and the possibility of users going to the hospital, face-to-face communication and service plummet, we will find that the disadvantages of "eating fresh food all over the world" are becoming more and more prominent and gradually ineffective. Therefore, we must speed up the online and digital management of medical and aesthetic customers. How to do a good job in stock customers, how to do a good job in word-of-mouth and how to do a good job in customer service is the key to improving customer retention rate and customer recommendation rate, and also the key to solving business problems. Private domain emphasizes the characteristics of users, access and repurchase, and has become the best marketing means for medical and aesthetic institutions to repeatedly reach users and split users at low cost, realize the launch of medical and aesthetic projects and boost brand discourse power. Third, the private domain of the medical beauty industry is becoming more and more difficult. Need to use digital tools. The ways for the medical and beauty industry to reach users are mainly public domain traffic platforms such as Xiaohongshu, Tik Tok, Meituan and Today Headlines. Medical beauty private domain refers to attracting traffic to its own private domain through the common access of public domain, which can reach directly without paying, and can interact with users repeatedly, which is helpful for brand acquisition, user retention and promotion of transactions. The main purpose is to avoid the limitation of public domain platform and reduce the promotion cost. However, in recent two years, the demand for light medical beauty has been strongly stimulated, which has changed the previous trend of low-frequency and second-highest decision-making in the whole surgery, from light medical beauty to high-frequency and second-lowest decision-making In this process, when customers arrive in the next month with high frequency, they need to contact repeatedly. How to have a more sticky interaction with users, have a close relationship with users, and do a good job in customer maintenance. What you need to rely on is a tool like ECSC CRM, which has the ability of customer relationship management and labeling, and can help you reach customers repeatedly. Only by achieving efficiency and effectiveness through management can we change from extensive development to refined operation and clear the way for public domain traffic to private domain traffic. EC's assistance to medical and aesthetic institutions mainly focuses on customer drainage, customer management and sales empowerment, repurchase operation and so on. In the stage of customer diversion and operation from the public domain to the private domain, ECSCRM can provide enterprises with marketing materials such as H5 micro-forms, posters, articles and business cards, which can be directly disseminated among potential customers through social networks, helping to activate and retain customers and bringing about customer fission. In addition, through the EC channel live code, enterprises can rely on welfare activities such as activity posters, such as tasks, lottery, friend splitting, etc. , and put the channel live code on web pages, posters and other materials to stimulate customers to scan the code and add code, which can achieve the effect of quickly draining customers in batches. One channel and one yard, customers are randomly assigned to departments for sales; One person, one yard, get the customers assigned to me, ensure the success of personal sales, and get more for more work. In terms of customer management, ECSC CRM can integrate multi-source and multi-terminal customer data, build a self-service label system and intelligently allocate business opportunities, record customer sources, intentions, communication records and behavior tracks in real time, and form personalized diagnosis and treatment files. On this basis, managers can design standardized service processes and make follow-up plans in batches, such as matters needing attention before and after diagnosis and treatment, and the following nursing time. And the system can automatically push reminders regularly to improve customer satisfaction. Private domain customers will be transferred to the back-end CRM system synchronously, and become enterprise assets in time, which also ensures that customer information will not be lost due to staff turnover. In the repurchase operation, ECSC CRM is connected with enterprise WeChat, and medical and beauty institutions can deposit the customers after the transaction on enterprise WeChat. On the one hand, they serve customers with the corporate image, and the customized services of 1V 1 v enable customers to consult directly through corporate wechat in real time, which will make customers more sticky and service more standardized. On the other hand, through the private sidebar provided by EC, you can directly select marketing materials, share activities, videos and cards with customers regularly, further tap the demand and improve the repurchase rate. In addition, the managers of medical and aesthetic institutions can know the marketing input-output ratio, employee work efficiency, real-time conversion efficiency, order repurchase and other data through EC intelligent reports. EC also supports the interconnection with the diagnosis and treatment system, realizes the whole process from marketing to diagnosis and treatment, intuitively understands the operation situation and potential opportunities/risks, comprehensively improves the customer operation efficiency of the institution, replaces people with mechanisms, and promotes performance growth with systems. In the digital era of medical and beauty industry, there are three "+":online+offline, content+social, public domain+private domain. Only through a set of logical and complete digital operation management system and perfect private domain operation strategy can medical and aesthetic institutions be helped to better market and acquire customers, promote transformation and repurchase, achieve performance growth, and be invincible in the fierce industry competition. Apply for a trial