Recently, Li Ji (pseudonym), a veteran of shenzhen's plastic surgery industry, has a little trouble: he has frequently invested in manpower to invite him to do light medical beauty. Go, or don't go?
It is understood that in the past one or two years, the medical aesthetic industry has blown up the whirlwind of "light medical beauty", the emerging light medical beauty stores are thriving, and even many traditional beauty salons have begun to implant the concept of "light medical beauty". Li Ji lamented that "light medical beauty has become a vane for investment", but he still hesitated.
What is the "light medical beauty" that even senior people are not sure of?
How to define?
What is light medical beauty The industry has different opinions
Generally speaking, according to the technical means to distinguish, beauty has life beauty and medical beauty. If life beauty is the use of non-medical means such as massage, skin care products, etc. for beauty care, medical beauty refers to the use of drugs, surgery, medical equipment and other ways to repair and reshape the appearance and the shape of various parts.
So, what is light medical beauty? Are there also clear technical means characteristics? Nandu reporter found that the market's cognition of this concept is not uniform.
Some voices say that projects that do not have to enter the operating room should be classified into the category of "light medical beauty"; there are also voices that do not break the skin and do not inject pseudo-light medical beauty, which should be classified into the category of life beauty; and some people believe that the treatment before minimally invasive is considered light medical beauty, light medical beauty can not overemphasize medical attributes, and even need to properly avoid medical attributes, so as to stimulate the market's sense of identity and consumption desire.
How big is the market?
It is said that "the scale of users will reach 18.13 million"
Although there is no unified statement in the industry, "light medical beauty" has quickly made a name in the market.
In Chengdu, which is the first in the country to propose to build a "medical beauty capital", the number of medical aesthetic institutions has increased from 159 in 2016 to 361 in 2020, with the highest growth rate in the country, of which the so-called "light medical aesthetics" service accounts for nearly 60%.
Ai Media Consulting data will be light medical beauty into the scope of "non-surgical", in 2020 China's non-surgical medical beauty market size of 54.5 billion yuan, is expected to increase to 79.8 billion yuan in 2021, light medical beauty market user size will reach 18.13 million.
The "2020 China Women's Medical Beauty Consumption Trend Report" released by Xin oxygen pointed out that in 2020, light medical beauty has been more welcomed by consumers, and the fastest growth rate is skin care-related medical beauty projects, an increase of nearly 40% year-on-year, becoming an explosive product.
Internet medical beauty platforms are also laying out the light medical beauty market, and integrated e-commerce platforms such as Meituan and Ali have successively announced the layout to accelerate competition on the track called "light medical beauty".
Li Ji, a veteran of the plastic surgery industry, also said: "This year, almost every investor around me has added light medical beauty projects to clinics or hospitals that have focused on plastic surgery in the past, and some have even opened light medical beauty institutions separately. In fact, last year, many people began to engage in light medical beauty, and this year they feel that they have reached their peak state. ”
Who are the users?
Middle-class and young people, demanding lower prices + less trauma
Based on the various light medical aesthetic services that are currently popular, skin care is one of the large categories, and other projects are mainly non-invasive and minimally invasive, even if they involve "invasive" means. Therefore, the risk of surgery is relatively low. Tang Hongbo, dean of Shenzhen Yixing Beauty Dermatology Technology, said: "Light medical beauty effectively avoids medical accidents and is an important reason for being welcomed by the market. "And this is also related to changes in user needs."
According to industry analysts, a major background for capital to compete in light medical beauty is the rise of the two consumer forces of the middle class and young people. This part of the population has brought a broad space for development to China's light medical aesthetic market, and the investment blueprint has been slowly unfolded, which has also opened a new curtain on the medical aesthetic market. At the same time, this part of the consumer tends to spend less expensive, and the trauma is relatively small, and light medical beauty just meets this demand.
Tang Hongbo said: "Medical aesthetics mainly involves three links, including protection, treatment and maintenance, and now the focus of consumer attention has shifted forward. In the past, consumers came to do projects when their bodies had problems, but now they have improved their awareness of love and maintenance, and the positioning of light medical beauty lies more in the maintenance of the body and meets the needs of consumers. ”
Li Ji also said that large plastic surgery institutions are also competing to enter the light medical beauty, subdivided development, the emphasis is on the light medical beauty operating costs are lower, the risk of medical accidents is relatively low.
The market model is not innovative?
Changing soup without changing medicine is an old way of playing traditional medical beauty and low-cost taoke
This wind is downward, even plastic surgery-based institutions are also keeping up with the trend, first attracting consumers through light medical aesthetic projects, gaining trust and then tapping into new needs. In fact, low-cost taoke is the long-standing traditional practice of medical aesthetic institutions, and this way of playing is not so much innovative as "changing soup without changing medicine".
Ms. Yang, who is just over 40 years old in Shenzhen, told Nandu reporters that in the past one or two years, every month will regularly go to a specific beauty institution to care for the skin, although the projects are relatively simple, but to care for the skin has almost become "just needed", "if you do not do a membership card, the cost will be relatively high." After doing the membership card, it can be less than half, about four or five hundred yuan at a time, and with the frequency of my going once or twice a month, it is only 10,000 yuan a year, which is relatively economical. After a long time, of course, I will trust this beauty salon. ”
Zhao Xin (pseudonym), a veteran of the plastic surgery industry in Guangdong, explained to the Nandu reporter: "Skin care is a very typical project of light medical beauty, consumers need to do it repeatedly, and this type of project is the easiest to retain guests." After the guests have a sense of trust in the institution, the institution will slowly develop new projects on them, and finally do the traditional surgery. ”
Aftermarket Observation:
Risks remain on the "golden track"
Although the definition of light medical beauty is quite vague, the business focus of many plastic surgery institutions is to rely on light medical beauty, but may it really be so light and beautiful after relying on the past? In an interview with nandu reporters, some practitioners said: "I am afraid that the sky is still that day, and the earth is still that place." ”
Price wars are a possible problem. Although light medical beauty is currently a golden track, as all walks of life enter the game, the competition will become more intense. Li Ji is hesitating whether to agree to the invitation of investors, he is worried that light medical beauty, like traditional medical beauty, will soon embark on the road of vicious competition, and the current outbreak may be only a flash in the pan, and he cannot step on the tail to get on the car.
In addition, security risks remain. Although compared with traditional surgery, the risk of light medical aesthetics is low, but once it occurs, it will be a huge impact on the market and institutions. Zhang Xiang (pseudonym), the head of a plastic surgery clinic in Guangdong, recalled a medical accident to a Reporter in Nandu: "Although light medical beauty is simple to operate and less traumatic, there will also be accidents. Once, after giving a girl hyaluronic acid, she suddenly said that she was very uncomfortable, and I was almost scared to death. If there is a big accident, so many years of credibility will be ruined. Fortunately, it was rescued at that time. ”
Several doctors around him have encountered similar situations, "These may be related to the doctor's operation methods, or it may be related to the consumer's physique, sometimes it is difficult to say clearly." ”
Zhang Xiang, who has been practicing for many years and is about to enter the year of Ear Shun, is particularly in awe of life, and does not dare to slacken off because of the "light" attribute of medical beauty, after all, there are too many "pits" hidden behind the seemingly beautiful light medical beauty.
Producer: Nandu New Medical Beauty Observation Research Group
Written by: Nandu reporter Wang Yufeng
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