SoYoung User Operation Strategy Analysis Report

As modern people pay more and more attention to their appearance and appearance anxiety arises, plastic surgery is no longer a rare thing. Many people have also tried medical beauty, and the medical beauty industry has become particularly hot. As a giant in the medical beauty industry, what is unique about SoYoung in terms of user operations ?

1. Product Introduction

1. Product Background

With the arrival of the face-oriented era where "appearance is justice", the medical beauty industry has ushered in a new wave of hot spots.

The SoYoung APP connects B-end cosmetic surgery hospitals and C-end consumers with cosmetic surgery needs. It attracts users through real user diaries and generous discounts. Its monthly active user base currently ranks second in the field of Internet medical care.

Currently, SoYoung’s service offerings cover almost all categories of existing plastic surgery, providing basic functions such as consulting doctors and forum communities. It has also introduced the high-tech AI magic mirror facial analysis, combining beauty with technology.

1) Field

SoYoung is a leading O2O product in the medical beauty industry. Currently, there is no single dominant player in the O2O market. SoYoung and Gengmei are the two leading products that occupy the top 30% of the market.

According to statistics, the market capacity of my country's medical beauty industry reached 553 billion yuan in 2014, with revenue exceeding 100 billion yuan. According to the "2015-2020 China Medical Cosmetology Market Analysis, Forecast and Strategic Consulting Report", the market capacity of the medical cosmetic industry will exceed one trillion yuan in the next five years.

From this we can see that the medical beauty industry now has great development potential.

2) Product positioning

Professional medical beauty service platform: "content + community + e-commerce" model, providing query, selection and appointment of medical beauty services.

Includes beauty and plastic surgery community, e-commerce, and expert information platform. We are committed to building a medical beauty platform that connects medical beauty institutions, doctors, and consumers, providing relatively open and transparent prices and services to consumers, and providing a large number of customers to medical beauty institutions and charging a certain fee.

2. Business Logic

1) Target users

SoYoung's target users are mostly between 20 and 35 years old; mostly women; mostly celebrities, housewives with money and free time, white-collar workers, private business owners, and teachers. At the same time, college students are also one of SoYoung's main focus groups, accounting for 10% of the total consumer group.

The main consumer group of medical cosmetology is young women with a certain economic foundation and cultural education, who have a strong pursuit of beauty.

2) Demand scenarios

• Users want to know the effects and recovery of cosmetic surgery;
• Users want to know whether the technical methods of hospitals and doctors are suitable for their own situations;
• Users hope to meet more friends who love medical beauty and discuss the latest trends in medical beauty;
• I hope to learn more about the discounts and activities offered by major hospitals;
• Want to know more about medical aesthetics.

3) Core Functions

• Medical beauty community: You can publish and view beauty diaries, truly restore the project experience, help users quickly and comprehensively understand the life technology, institutional services and project effects, eliminate the asymmetry of medical beauty information, and enhance the community activity with authentic and reliable UGC content;
• Medical beauty e-commerce platform: There are more than 6,000 regular medical beauty institutions online, providing large and favorable discount services, and supporting online appointment and ordering;
• Medical Beauty Encyclopedia: Provides professional and detailed medical beauty science, including medical beauty project descriptions, drug descriptions, instrument descriptions, material descriptions, and other massive content;
• Video consultation: Thousands of doctors are online to provide users with 1-on-1 video consultation services anytime and anywhere, and customize beauty plans exclusively;
• Intelligent face measurement: SoYoung Magic Mirror has independently developed AI aesthetic diagnosis function, which can measure the face with one click.

2. Product Experience

1. Product structure diagram

2. Business process diagram

3. Product Life Cycle

4. Analyze operational strategies

1. Start-up

1) Recruiting high-quality content publishing users (attracting new users)

For new users, medical cosmetic surgery is still an unknown thing, and consumers are often cautious about this unfamiliar method of beauty. SoYoung's CEO once publicly stated that during the cold start-up period of SoYoung's products, they hired a group of Korean students to translate the best plastic surgery strategies in Korean forums into Chinese and distribute them to the SoYoung community.

Medical cosmetic surgery has been constantly reported in the media with various negative news, which has also made consumers cautious about having unfamiliar hospitals and doctors perform surgery on them. During the cold start period, targeting user pain points became an important step for SoYoung to acquire users during the cold start.

2) Active community operation (attracting new members/promoting activation)

SoYoung APP encourages medical beauty users to publish their beauty diaries and share their beauty transformation process by building a community, so that more users know that medical beauty is just a very common process. Users share their own beauty-enhancing processes to let consumers know that medical beauty is something that many people do and is a common thing.

2. Growth stage

1) Outdoor advertising (to attract new customers)

As a company with a large female customer base, SoYoung naturally places advertisements on various apps where female customers gather. During its growth period, SoYoung frequently placed advertisements in residential areas/streets to attract more traffic, increase its brand exposure and user download and usage rate.

2) Intelligent AI magic mirror tool craze (attracting new users)

SoYoung Magic Mirror was developed by SoYoung AI Laboratory. It is the first real effect simulation auxiliary system in the field of medical beauty. Novel things always attract user experience. SoYoung Magic Mirror has attracted a large number of curious babies through intelligent AI analysis.

Users can take photos and check their facial analysis on the Magic Mirror. The promotion of this tool made SoYoung popular on WeChat Moments and the Internet, attracting many women to register for SoYoung and use this tool. Advertisements for the SoYoung Magic Mirror have appeared on TikTok. Currently, more than 10 million people have received automatic intelligent analysis and treatment.

3) Third-party traffic entrance (new customers)

The users of SoYoung APP are mainly young people, who have a clear interest in celebrities and gossip. SoYoung encourages users to have scientific and reasonable plastic surgery by sharing celebrity plastic surgery cases or celebrity gossip through public accounts, Toutiao and other self-media platforms. The SoYoung mini program retains the basic functions of the APP, allowing users to use the basic functions of SoYoung without downloading the APP.

At the same time, SoYoung began to get involved in the video entertainment industry, and launched the original entertainment program "SoYoung Celebrity Plastic Surgery Classroom" in collaboration with video websites such as Youku, iQiyi, and Tencent, with a single episode playback volume exceeding one million.

4) Daily sign-in (to promote activity)

SoYoung gives away oxygen points and continuous sign-in rewards (mainly lucky draws) through daily sign-in activities. However, the SoYoung sign-in entrance is not easy to find. It is hidden in the task center. At the same time, there will be tasks for users to complete in the task center. Completing today's tasks will get you 1,200 oxygen points as a reward.

3. Maturity

1) Old users invite new users (spread)

SoYoung encourages old users to bring in new users by rewarding old users with oxygen points and cash.

You can earn invitation fees by inviting users. This is a classic way to grow products. The medical beauty company SoYoung also uses this method. You can get 15 yuan for inviting a new user, and you will be given 1,000 SoYoung points.

By sharing and fission, we can effectively attract new users to the SoYoung platform, completing the hacker growth closed loop from attracting new users to spreading the word.

2) Variety show placement (brand building)

It sponsored the popular variety show "Sisters Riding the Wind and Waves" and invited the ageless female stars in the show and the official program team to join SoYoung.

3) CEO’s IP communication (brand building)

In order to understand the mood of medical beauty users, Mr. Jin Xing has personally experienced medical beauty projects, and has continuously participated in various industry summits, magazine interviews, TV interviews, Douyin videos, etc., constantly expanding his influence and influencing more beauty lovers through himself.

4) Public welfare communication (brand building)

SoYoung focuses on scientific beauty, does not engage in excessive plastic surgery, and looks at plastic surgery rationally, neither being superstitious nor demonizing it.

The public welfare relief project "SoYoung Young Help Plan" helps more people who have suffered accidents and deformities to regain their confidence. Through the fission of the declaration poster "I will protect them to become ordinary people", it attracts more people to pay attention to SoYoung's public welfare projects and expands the brand influence.

5. Advantages & Disadvantages Analysis

1. Content Operation-Advantages & Disadvantages Analysis

1) Advantages

It has a large number of real plastic surgery cases to share, with a wide range and deep content. Users can find different types of plastic surgery diaries on SoYoung, and the quality of the diaries is relatively high and highly readable. At the same time, the platform will work with hospitals to encourage users to post diaries in order to obtain discounts and offers, which to a certain extent stimulates ordinary users to post real diary content.

2) Disadvantages

However, the disadvantage that comes with it is that some users are required to post diaries under hospital supervision, and the reliability of their diaries is not high. Users usually need to finish writing the diaries before they can get cash back, which leads to the emergence of false positive reviews and may mislead other consumers.

At the same time, since diaries can bring considerable profits to businesses, a large number of businesses have begun to hire internet trolls to write false plastic surgery diaries to attract platform users. This has led to a certain degree of regulatory difficulties and may affect consumers' trust in the platform.

2. Activity Operation-Advantages & Disadvantages Analysis

1) Advantages

The activities are frequent, large in amount and wide in scope, ranging from official accounts to variety shows. SoYoung has attracted a large number of fans through its own communication matrix and different activities.

2) Disadvantages

Too many activities can easily cause cognitive overload for consumers. If there are too many and diverse activities on the platform, users’ perception of discounts will be reduced, and greater efforts will be needed to stimulate user consumption.

3. User Operation-Advantages & Disadvantages Analysis

1) Advantages

We have established good community management, and have attracted a large number of users by distributing coupons and free plastic surgery activities from time to time, thus maintaining a high level of activity among community users. By segmenting users and accurately recommending advertisements and promotional activities, we can better realize user monetization and conversion.

2) Disadvantages

The user base is large and community management is relatively difficult. Due to the particularity of plastic surgery, most users are one-time users. Therefore, how to retain one-time users and keep them consuming is a key point that SoYoung needs to continue to pay attention to.

6. Summary & Suggestions

SoYoung's rapid development is inseparable from the development of the beauty economy brought about by the cultivation of a large number of internet celebrity users through short video and live broadcast platforms. At the same time, SoYoung encourages users to share their plastic surgery diaries to focus the user group and let users learn about medical beauty by watching other people's plastic surgery diaries.

It’s actually not a terrible thing. However, there are some shortcomings in diaries: there are too many ghostwritten diaries, and they are basically not real diaries of users. Currently, SoYoung has begun to crack down on fake diaries, which can be seen from the release time.

SoYoung should be in the mature stage at present. Its user base is already very large. Now it is considering more about how to retain core customers through refined operations and convert one-time users into continuous consumers.

Author: Cucumber Morning News

Source: Qinggua Media