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Text丨Things about the Internet
Medicine is definitely a special track with dual attributes of consumption and technology.
Among them, medical services are more accepted by the market and consumers because they are more grounded, such as oral health.
Health awareness has increased, and the new wave of consumption is coming, and people are paying more and more attention to oral health. In addition, a large number of post-90s and post-00s began to start with the aesthetics of teeth. When you hear the sentence "Your teeth are so white and neat", you will instantly burst into joy when you hear it. There is no doubt that this is the inevitable result of the current popularity of "beauty economy". . Statistics from
Prospective Industry Research Institute show that as early as 2019, the scale of my country's oral medical market reached 103.5 billion yuan, officially breaking the 100 billion mark, and the compound growth rate reached 16.12%. At the same time, the US market was 822.8 billion yuan. , 8 times that of China.
In the era of "appearance economy", oral health and dental aesthetics have attracted more and more young consumers' attention. A report pointed out that implantation and orthodontics are two gold mines in the dental industry, with a potential market size of 200 billion yuan. In
's dental clinic, which started at 10,000 yuan, the first group of young people have gone bankrupt because of dental care.
have good teeth and white teeth, and the market of 100 billion is coming with the wind.
There are three major branches of oral economy, one is implantation, the other is orthodontics, and the third is pediatrics. The "Others" category includes teeth cleaning and whitening. , Tooth filling, etc.
China's oral medical industry can generally be divided into orthodontics, prosthodontics, implantology, children's stomatology, and maxillofacial surgery clinics. Although different hospitals classify departments differently, in general, there is a general trend of gradual subdivision of specialized departments.
iiMedia Research Consulting data shows that from 2013 to 2019, the number of dental hospitals in China's urban and rural areas has continued to increase.
In 2019, the number of urban dental hospitals has reached 666, a year-on-year increase of 11.93%; while the number of rural dental clinics is 219, a year-on-year increase of 14.66%.
According to this trend and the overall scale and quantity, on the basis that the public meets the basic needs today, the future is bound to be an era that pays more attention to medical and health care, and the number and development scale of Chinese dental hospitals are expected to further expand.
So how is the oral health care situation of Chinese residents? How big a market can this be in the future?
"The Third Oral Disease Epidemiological Survey Report" shows that the national oral prevalence rate is as high as 97.6%, and only 0.22% meet the oral health standard. According to the results of the fourth national oral health epidemiological survey released in 2017, according to the WHO standard, Chinese children's dental caries is at the lowest level in the world, and the average number of caries in 12-year-old children is 0.86.
In addition, the periodontal health of middle-aged people still needs to be improved. The survey found that among residents aged 35-44, the detection rate of intraoral calculus was 96.7%, and the detection rate of gingival bleeding was 87.4%. In addition, tooth sensitivity, bad breath, tooth stains, and plaque composition The most common oral problems faced by Chinese people.
Residents need to further improve their awareness of oral health care, develop good habits, regular oral examinations, and timely cleaning of teeth.
According to iiMedia Research's data in 2021, 90.49% of consumers will regularly check their oral health in 2021, and the market for oral cavity is still very large. The large-scale oral market of
has also promoted the explosive rise of private dental hospitals. The scale of private medical institutions in China has been expanding, reaching 23,524.
According to the consulting data from iiMedia Research, the top 10 brands of chain private dental institutions in China are shown in the following table:
From the perspective of classification, my country's oral medical institutions can be roughly divided into general hospitals including stomatology, stomatology specialist hospitals and stomatology clinics Three categories.
In 2019, among all categories, 88% were dental clinics, 11% were general hospital dental departments, and only 1% were dental specialty hospitals.
From the point of view of the number of visits, 50% of the people will choose the dental department of a general hospital, so if you go to the dental department of a general hospital, you will find that it is often overcrowded and hangs.Not on the number.
The operating modes of different types of dental hospitals in China are also different. Non-profit general hospitals are mainly large dental hospitals and dental departments of general hospitals, while chain clinics are generally operated by chain clinics of major dental brands. The operating main body of the chain outpatient clinic + hospital is the profit-making dental hospital + branch, and finally the operating main body of the individual dental clinic is generally the individual dental clinic. The improvement of oral consumption is a direct reflection of the improvement of people's living standards.
In 2021, the public will pay more attention to the oral cavity. From 2020 to 2021, more than 90% of the residents have received oral services or regular oral health examinations, and more importantly, 43.56% have received oral beauty consumption.
Judging from the portraits of Chinese oral medical consumers in 2021, consumers are mainly young people with high education.
Most of the consumers will still prefer the well-qualified and authoritative dental medical institutions such as chain dental hospitals or specialized hospitals and public hospitals.
From the perspective of the factors that Chinese consumers choose oral medical institutions, 61.04% of consumers value the medical environment and equipment the most, followed by doctor qualifications (57.36%), and then service attitudes (43.56%), which shows that Improving the quality of medical services is the key for dental medical institutions to improve their hard power.
With the rapid development of the Internet, the medical market related to people's livelihood has also developed Internet medical app early. Different apps have different functions, including the most commonly used online consultation (such as Lilac Doctor ), appointment registration ( Such as Health 160), as well as subdivided humanized function apps such as disease self-test (such as self-test medication), health management (such as keep), etc., to facilitate consumers' life and reduce the pressure of on-site medical treatment.
Consumption upgrades create a blue ocean of dental medical care
After the public's basic dental health is satisfied, more and more consumers begin to shift their focus to teeth whitening. The "troika" formed by
with "scaling + filling + teeth whitening" is bound to be the main growth point of the dental industry in the future.
In addition, orthodontics with both dental and medical attributes must also be a golden track, which is also due to a small business of the year, the angel of the era. In June this year,
listed on the Hong Kong Stock Exchange as the first stock on the orthodontic track. The IPO skyrocketed on the first day of listing, which quickly ignited the investment enthusiasm of investors.
In ten years, has raised over 10 billion , and the capital has helped the chain expansion.
The demand for dental care continues to increase, and public hospitals have limited resources. Usually, it is difficult to obtain the first number of registrations, and the supply is in short supply.
In order to solve this problem, in recent years, the state has also frequently issued policies to encourage capital to enter the dental field. In 2017 alone, there were 5 financings of more than 50 million US dollars. At the same time, it allowed licensed physicians to practice in multiple places, etc., which jointly helped the private dental industry in China. With the increase in the number of medical institutions, private dental institutions whose quality can keep up may become the choice of more people in the future.
In the first half of 2021, major capitals also frequently invested in the dental track. Tianyan checked data, as of June 25, 26 financings for the dental track had reached 2.914 billion yuan. In the past ten years of data Ranked second, with a great chance of winning. According to
's "2020 China Oral Medical Industry Report", the consumption growth rate of China's oral industry ranks first in the world, and the growth rate is 6 times that of the United States. The number of dental specialist institutions maintains a growth rate of more than 20%.
The pharmaceutical sector of the New Third Board recorded a considerable increase in in the first half of the year.
Since 2021, the pharmaceutical sector has performed well in the A-share market, and segments such as medical services and medical beauty have also maintained a high degree of prosperity.
In addition, there are currently 202 pharmaceutical companies trading in the secondary market on the New Third Board, and half of them have achieved stock price increases since 2021, and stomatology, plastic surgery and other related medical institutions have increased considerably.
Driven by capital, large chains have begun to deploy in second- and third-tier cities, preparing to take the lead in grabbing the market and talents; a large number of dentists are also encouraged by policies to join the multi-site practice and entrepreneurial army. The
digital mouth has come of age.
digital technologyDental surgery has a very important impact on the oral cavity, making stomatology a step forward towards minimally invasive, precise, efficient, automatic, and comfortable, and has become one of the important development directions of stomatology.
From a technical point of view, the maturity of oral scanning, CBCT (ie cone beam CT with lower radiation dose) and 3D printing technology has paved the way for the development of digital oral cavity. Among them, 3D printing technology can quickly and accurately process and manufacture various customized dental models, and the finished products can be directly delivered to doctors for use.
Why can't unicorns escape from the tens of millions of markets?
Compared with European and American countries, the importance of Chinese consumers on oral problems has increased, but it is still weak. The track of
oral medical service has the dual attributes of treatment and beauty, benefiting from the high prevalence of oral diseases, the rate of diagnosis and treatment, and the increase in the level of public consumption that pays more attention to oral problems.
The capital market is also very active. In the past three years, many chain brands have received large sums of financing. The
dental medical track is known as the golden track, but compared with the hot investment and financing situation, the average profitability of dental services does not have a corresponding huge profit, and the industry profit margin is 10%-15% on average.
However, the chain rate of the entire dental medical service market is still very low at present, and it is difficult for dental brands to reach scale. Even the top brands are mainly based on regional markets. Bybo Dental, which has the largest number of chains, only has 213 stores. Brands account for no more than 5%, and no one poses a threat to anyone. The biggest competitor may still be itself. It is self-evident why
does not have an absolutely leading brand in the dental medical market, which is called the golden track.
So far, I believe that the future pattern of the dental market will be dominated by brands and the development of a chain business model. Small-scale and large-scale is the development model of the dental industry in line with my country's national conditions. Of course, what the medical industry needs to do is to further integrate digital technology into the oral medical industry, so that patients can experience a more comfortable treatment environment, and at the same time, it must control medical risks and improve medical quality. Then, on these basis, the specific future development direction of the industry may be mainly in the following aspects:
high-value medical consumables. Safe and secure medical consumables are the first step to improve the quality of medical care, which is also accumulating reputation for oneself, and the profits brought by repeat customers cannot be ignored.
attaches great importance to the incremental market. A keen business sense is crucial to discovering potential market shares that may be stimulated, which is also the future of industry development.
In recent years, the functional food industry has developed rapidly, and the market has become more and more subdivided. In particular, the food track for oral health has quietly emerged, and the industry's incremental potential has been continuously released. In addition, China's upcoming population aging will further promote the development of the dental industry.
innovative products. WonderLab Bobo Oral Probiotic and Chigen Yi Ai Bud Probiotic Chewable Tablets opened the era of microbial care for oral cavity.
"Golden Eyes, Silver Teeth, Bronze Bones", under the economic value of appearance, the scale of the dental market of 100 billion yuan can be expected in the future, and the track is ushering in a big explosion. The major dental brands should improve their competitiveness and show their demeanor on the track.
