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网红脸背后的大生意 整形专业毕业生月薪竟10万+?
2016-12-21 23:21:41 每日经济新闻
“1500万~2000万的投入是正常水平,分摊到每个具体层面,30%~50%的市场推广费用是大头,人力成本在15%左右,还要加上房租等其他开支。”高特佳投资集团高级投资经理谬羽佳坦言,公开数据显示,一些上规模的整形美容机构净利率在12%~15%之间,但由于广告和流量推广对客源推动作用大,很多医疗机构在市场推广上投入很大。
招商证券研报指出,广告营销费用和导客平台分成是医疗美容机构的主要成本,较高的营销成本使得整形机构利润水平普遍较低,净利率基本在10%左右。
行业数据显示,目前,我国各类医疗美容机构超过1万家,市场竞争格局较为分散,全国连锁性品牌较少,各地区市场有各自的强势品牌。在谬羽佳看来,目前行业已进入整合期,将进一步向规模化、连锁化转型。在细分领域上,微整形目前的年增速已达到30%以上,领先于行业平均增速,未来将成为整形医疗的主要方向。随着行业越来越规范,更多资本开始接触到医美行业。
对此,韩啸对记者举例,以一个营业面积在1000平~1500平的中型整形机构来算,前半年的投入成本在2000万元左右。在行业内,由于广告成本、产品成本相当高,至少有一半整形美容机构不赚钱。“接下来行业将不会再有高速扩张,而是不停地在激烈竞争中进行整合。”
责任编辑:穆启春 CN063
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