Yuval Herali said in "Hidden History of the Future ", "We admit that birth, old age, sickness and death are the natural laws of mankind, but health will be the unremitting pursuit of mankind's future." China's 14th Five-Year Plan and 2035 Vision Goals also mentioned that we must continue to deepen the concept of big health and establish a health management system. China's big health industry is entering a golden period.
, which has continued to deepen its roots in the big health track for 18 years and has continued to maintain its competitive advantage, ushering in its own era.
1. Aiming at "pain sub-health", do health management from home to hospital
According to the data of the seventh census, the population over 65 years old in my country is 190.64 million, accounting for as high as 13.50%. It is about to enter a deeply aging society, and the aging process will continue to accelerate in the next ten years. Serious sub-health problems brought about by aging need to be solved urgently.
1. Aging accelerates and the universalization of sub-health, promoting the rapid development of health management service
not only the elderly. With the acceleration of the pace of domestic life and the increasing work pressure, sub-health problems have emerged in different age groups, and the sub-health state is showing a trend of universalization. According to Frost and Sullivan, the total sub-health population of over 18 in China in 2020 was about 570 million, a huge scale. The sub-healthy population is concentrated in the middle-aged and young people. The sub-healthy population aged 25-55 is about 3.9 million, and the sub-health rate is nearly 60% .
In addition, the continuous favorable policies and improvement of consumption capacity of big health have led to the rapid growth of the scale of health management services as an industry that solves the "optional consumption" of sub-health state.
As the population of middle-aged and elderly people surges, I hope to live a happier life. Without pain, it will become the demand of most people. It can be said that the market "pain sub-health" market has huge potential.
2. The blue ocean market of the big health industry: Health management between families and hospitals
Big health industry actually advocates a healthy lifestyle. Xiuyu founder Li Xiaoning has a unique understanding of the development of the big health industry. "The health management method that makes people not enter the hospital is called big health, and it is called medical assistance after entering the hospital."
Xiuyu has long targeted the "pain sub-health" track and conducted health management between families and hospitals. Since 2005, after 18 years of deep cultivation, Xiuyu has now developed into a super brand with more than 900 wholly-owned direct sales of Xiuyu stores, 36 Chunyu Medical Beauty stores, and 1 artificial intelligence underwear customization factory.
Liu Fujiang, inspector of the Service Industry Department of the National Bureau of Statistics, commented on Xiuyu: "In the era of the epidemic, we have created a first-mover advantage of low-close contact with people and standardized life services. The people are also paying more and more attention to health. Big health will surely become a development trend. Through artificial intelligence robot services, Xiuyu has done a good job."
In fact, artificial intelligence is the biggest highlight of Xiuyu's business model.
On the one hand, with the surge in the middle-aged and elderly population and the generalization of sub-health status, the demand for health management of "pain sub-health" will become increasingly large. On the other hand, my country's demographic dividend has basically disappeared, and discussions about second and third children are endless. Moreover, the main practitioners in the service industry are young people, but now there are fewer and fewer young people who can provide services, and labor costs are constantly rising. This brings about a huge business paradox. The market demand is huge, but the supply is too small, and the price of supply is showing an increasing trend.
Xiuyu chose to face this industry pain point directly, and at the end of 2018, it began to develop artificial intelligence and explore and solve the problem of human dependence.
2. Using artificial intelligence to solve "standardization" and "human dependence" to provide efficient and standardized services, McDonald's is actually the first brand to complete the catering transformation that does not rely on chefs. In the past two years, the rapid development of pre-made dishes is essentially completing the reliance on chefs.
is actually not just the catering industry. In all service formats, over-reliance on people will face the dilemma of becoming more and more expensive, training for people is becoming more and more difficult, and scale and standardization are becoming weaker.
At present, with the gradual increase in labor costs, who can reduce or even cancel the dependence on people first? Whoever’s business model will definitely stand out in the industry.
1. The service is highly standardized and focuses on pain health management. Whether it is massage or using some instruments to operate, these traditional service methods are highly dependent on people. In order to achieve its dependence on people, Xiuyu spent about three years successfully developing and launching two artificial intelligence robots.
At the end of 2020, Xiuyu officially launched the world's first artificial intelligence physiotherapy robot - super v thermal power robot, and the second Xiaotong Photosynthetic Robot was launched in 2021. At present, 70% of the services of the offline stores of Qixiuyu can be replaced by robots, basically achieving high standardization of services.
The service results that consumers enjoy at any store in Xiuyu nationwide are consistent, and this result is better than that of human service. People feel tired when they have emotional fluctuations, but machines can consistently provide high-quality services. "Human service fluctuates back and forth between 60 and 100 minutes, but the machine can always keep it at 90 minutes."
data can prove everything. Since the launch of the artificial intelligence robot, Xiuyu's customer traffic has been increasing in the past two or three years, whether it is the in-store rate, consumption rate, or the re-introduction rate of customers.
customers vote with their feet. It must be that the results of artificial intelligence robot services far exceed those of people, so they will be willing to continue to accept the services of artificial intelligence robots.
2. The labor cost reduction has been reduced from 50% to 33%
At the same time, due to the high standardization of services, labor cost has also decreased. Xiuyu's price for providing services to customers at the terminal has also been reduced a lot. "The price is about half of the price that used pure handicraft to serve customers in the past."
Take Beijing as an example. A pain sound massage service is about 15,000 times. It only takes 25 minutes to operate with a robot, and it can be completed for two or three hundred yuan. If you use manual operation, it will take about 5-8 hours to complete it. Based on the average hourly labor cost, customers need to pay four or five hundred yuan or even higher to consume such a service.
Health conditioning As a labor-intensive industry, it is extremely dependent on people. However, after artificial intelligence devices were formed into a substitute for human resources, Xiuyu's labor cost dropped from 50% to about 33%, far lower than that of its peers.
3, the technical barrier formed for 5-10 years
As the world's first artificial intelligence physiotherapy robot, Xiuyu's artificial intelligence robot is not just a robot, but is essentially a combination of artificial intelligence robots and physical rehabilitation equipment. In terms of R&D, Xiuyu has intellectual property rights, and upstream suppliers can only supply Xiuyu and cannot sell it to any other company on the market. Therefore, compared with competition, Xiuyu has about 5-10 years of technical barriers.
At the same time, Xiuyu, which has more than 900 stores across the country, has strong bargaining power because of its huge large-scale procurement capabilities. Because it has no intermediate links, the purchasing price that can be obtained is also lower. The high standardization of
services and the reduction of dependence on manpower have brought about the accelerated scale of Xiuyu brand. In the past two years, the number of stores in Xiuyu has increased by nearly 300 against the trend.
3. Full-link digital management and marketing, reduce costs and improve efficiency
In the era of big data, digital empowering brand business operations is the result of the integrated integration of online and offline businesses. With the support of higher online and digital levels, modules such as supply chain management, product research and development, marketing, and customer operations can all carry out better digital operations, improve efficiency and reduce costs, and bring a broader imagination space to the business.
, Xiuyu has been investing in digital operations since 2015. It is one of the largest customers in UFIDA China. It also cooperates with leading Internet companies such as , Alibaba, and to carry out digital construction of the entire link such as middle platform construction. This allows Xiuyu’s data to be gathered in the middle platform and can feed back to the business.
1. Improve operation and management efficiency and solve inventory pressure. The scale of staff in
has reached 11,000. With the continuous improvement of digital management, although the store scale continues to expand, the current personnel are basically maintained at around 4,000. The improvement of
efficiency is reflected in all aspects of management and business. In the past, Xiuyu had to be equipped with one financial staff in every ten stores, and now the entire company had dozens of financial staff. In the past, each store needed to be equipped with ten employees, but now, including the dean, each store, basically maintains the configuration of about four personnel; in addition, with the acceleration of the digitalization process, positions such as front desk, warehouse management, and delivery have also been cancelled one by one...
In fact, from the changes in management and business personnel configuration, it can be clearly seen that the significant improvement of digitalization has made the company's overall operation and management efficiency.
2. From "smacking the head" to "speaking with data"
In addition to digital operations, Xiuyu also brings the role of big data to the extreme.
Xiuyu has built a data analysis center. Here, consumers become the objects that can be tracked, and every consumption behavior can restore the consumer's portrait through purchasing habits, address and other data. The business can clearly see the customer's activity and arrival frequency, including customer satisfaction, customer project purchase status, consumption progress and other data about customers.
With the help of this data analysis center, Xiuyu has used real-time feedback data to guide management and operations, which greatly improves the company's operating and management efficiency. From "smacking your head" to "speaking with data", every business decision and every business in Xiuyu have a data basis.
Li Xiaoning admitted that the communication between the business team and the data center team is quite frequent, even far exceeding the communication frequency with her boss.
3. Digital marketing, accurate customer acquisition
With the rapid development of the mobile Internet, media forms and audience preferences have changed. To do a good job in brand communication and precise customer acquisition, enterprises need to adopt digital marketing methods to create a marketing closed loop.
In order to better understand customer needs and do precise marketing, Xiuyu has established a special digital marketing team that can simulate business processes based on rich customer tags and improve data models.
Xiuyu has strong digital marketing capabilities. Taking Douyin as an example, as a huge traffic entrance, Douyin provides Xiuyu with basic data analysis of precise customer groups and customer value. Xiuyu’s digital marketing team undertakes this, and then guides the brand and business, conducts effective advertising, customer screening and value mining.
It is understood that Xiuyu's card transfer rate from Douyin channel is close to 40%. In other words, for every ten customers, after entering the store to experience, about four people will buy a customer card worth two or three thousand yuan, which is quite high. It is worth mentioning that if a customer purchases a membership card, it is actually equivalent to entering Xiuyu's private domain traffic pool. In the future, Xiuyu can explore the value of the customer's entire life cycle based on this.
Conclusion:
Looking back at China's big health market, the brands are ups and downs, but there are not many brands like Xiuyu. After 2018, more people have seen its efforts and strengths in its efforts and strengths in segmented tracks and users' pain points, as well as the technical barriers and efficiency improvements brought about by the digitalization of artificial intelligence.
The market size of my country's big health industry in 2020 has reached 7.4 trillion yuan, with an average annual compound growth rate of 23.2%. According to the forecast of China Business Industry Research Institute, the market size of my country's big health industry can reach 13.1 trillion yuan in 2025.
It can be foreseeable that the high-tech barriers of artificial intelligence have been established in the field of big health and the new channels for product, management and digitalization have been opened. The industry scale efficiency will be more prominent in the future.
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