72 change Media received tens of millions of yuan of PreA financing to build a medical beauty video matrix.

the size of China's medical beauty market reached 796.3 billion in 2016, of which advertising accounted for 20% of the entire medical beauty industry, with a size of more than 100 billion. However, there is a serious problem of information asymmetry in this market, potential users lack basic understanding of medical institutions and technology, and lack of access to valuable content; while the homogenization of projects recommended by the Internet medical and beauty platform is serious, and the cost for users to choose is huge. at the same time, the price war of the platform also leads to the lack of user stickiness, this industry is in urgent need of a credible media. 72 change Media aims at this pain point of the market, through high-quality PGC (original content), short video, live broadcast, etc., to build a media matrix with IP building and word-of-mouth operation capabilities.

72 variable Media has created three fixed columns, and the core column "how to fix it" is a plastic surgery and strong knowledge talk show program, which has been produced and broadcast for three seasons, with 300 million network broadcasts, of which the operating income in the third quarter exceeds 780000 yuan. Another episode of "secretly becoming Immortals" is a fan interactive short video program, which is based on the topics that fans are most concerned about. it has produced 12 issues and has received 20 million views on the whole network. The third is "face-to-face interview of famous doctors", which invites famous doctors in the field of medical beauty to teach fans medical treatment knowledge and beauty tips through live streaming. 12 issues have been produced so far.

< strong > Reporter: < / strong > the name of this column is very interesting. How did this name come from?

< strong > Lin Hehe: < / strong > represents me and best reflects my character. I am optimistic by nature, and what I want to do is an Internet program. At the beginning of the project, it is very clear that it is going to spread on the Internet, that is, various video sites, social networking sites, Weibo and Wechat. Therefore, the name must have a sense of the web, sound refreshing, attract people's attention at the same time, and can also bring me this IP. I think it's more entertaining. I hope the name can be a little more funny.

< strong > Reporter: < / strong > there are also many people in the medical and beauty industry who do content. Why can your column stand out?

< strong > Lin Hehe: < / strong > the production of this program is entirely done by our team. "what's up? hehe" includes my personal IP (Lin Hehe personally acts as the host in the program), so both our team and I are strict with the quality of the program. In fact, our program is not a pan-entertainment thing, it is a real problem-solving, medical knowledge is medical knowledge, to understand it is actually a very boring thing, you have to make it interesting, thoughtful and in-depth. Let it really solve the problem of users with rigid needs.

< strong > Reporter: < / strong > how to realize the content in the vertical field of medical beauty?

< strong > Lin hehe: in fact, I am not in such a hurry to cash out, because the content in this industry is too close to money, and after I can really gain a firm foothold in this industry, I think it is very natural for me to have the so-called business opportunities or cash out. However, it does not mean that I do not make any attempt in this respect. In the second program, we provided a live broadcast for "what's up? hehe", that is, I added a doctor, who must be very famous in the industry. At the same time, first-class doctors with skills and experience came to the studio to participate in the live broadcast with me and communicate with you. At the same time, from our users, select some people who are actively willing to interview, come to the broadcast room, let the doctor communicate with him, interview. Among them, a hospital in Beijing cooperated with us for two live broadcasts, and the monthly turnover quadrupled. We calculated that in those three months (the second quarter), the conversion rate of our users in Beijing was about 2%, and the price per customer was 20-30,000. On the realization of our own set of logic, I think the flow is the core. Many entrepreneurs start as a platform, but if you don't have traffic, that platform is useless. My core is my ability to acquire users and valuable, vertical and accurate people. I want to attract these people together and build a large community. Then according to these people gathered together, we will build a platform, just like a vacant lot, if there is no one, you build a city there, it is also an empty city. When its people gather, and how many people come, according to the specific situation, we will build another city.

< strong > Reporter: < / strong > how exactly do you operate on teams and projects?

< strong > Lin Hehe: < / strong > the core of our program is me and the doctor. We will find the best, the biggest, the top 10, the top three, and so on. Then plan the topic, we will do a survey in our user group, what do they want to know most? We will hire these doctors to plan the topic selection.

our entrepreneurial team is actually very economical, not spending money, because it is also very expensive to popularize, so our money is spent on how to create a boutique content. for example, the production fee for each issue of "how to do it" is 50,000 to 60,000, which has now dropped to 40,000. In fact, the traffic can get up quickly, which also makes us quite unexpected, which shows that people really like us, but also need us very much, and give us what we want. In fact, in terms of operation, especially in the early days, we did not specifically say how much money was spent.

< strong > Reporter: < / strong > can you share your financing experience with fans?

< strong > Lin Hehe: < / strong > I think in the process of financing, many people will teach you how to face investors, how to express your project and tell stories according to investors' preferences. In fact, I don't quite agree with this point. I hope that during the whole financing process, I will be myself. You should be very clear and have your thoughts on your products and express your ideas. Don't say anything because of what this investor likes and what you like to listen to. Be sure to have confidence in your own products. Second, you should think deeply about your own products. At the same time, when you express yourself, you must be very real, not what he wants to hear. I think what investors want to see is a CEO with power.

Edit: mary