In 1934, The Ophthalmologist at Columbia University in the United States, Karl Meyer Meyer) with assistant John Palmer Palmer) isolated a polymer polysaccharide containing glucuronic acid and amino sugar in the bull's eye vitreous, and everything about hyaluronic acid can be traced back to this point;
In 1960, Professor Theodore Maiman of the United States invented the world's first laser, which is the working substance of ruby rods, hence the name "ruby laser". Ruby lasers were soon applied to medicine by Professor Meyman, and were pioneered in the field of aesthetic hair removal.
In 1986, the Canadian Carruther couple accidentally discovered a good wrinkle removal effect when treating eyelid spasm with botulinum toxin...
Since ancient times, human beings have never hidden their appreciation of external beauty, and in modern times, people yearn for a better life, and they have higher expectations and abilities for becoming beautiful. With the introduction of hyaluronic acid, optoelectronic technology, botulinum toxin and other technical products into the medical aesthetic industry, it has greatly promoted the rapid development of the medical aesthetic industry.
Judging from the current consumption trend of the medical aesthetic industry, the huge impact of subversive technologies and inventions in the medical aesthetic industry on the entire industry continues. According to the data of Yan Research Institute of New Oxygen Data, in 2021, anti-aging consumption based on the consumption of optoelectronic instruments will account for the largest proportion of the consumption scale of the medical beauty market; and the consumption of wrinkles and slimming face based on botulinum toxin consumption will become the largest number of consumers in 2021.
However, when the technological innovation of the medical aesthetic industry brings about the long-term growth of the entire medical aesthetic industry, the business model of medical aesthetics has also ushered in great changes. In 2013, the Internet medical beauty platform New Oxygen was born, sounding the clarion call of medical beauty from professional to mass consumption. The digitization of medical beauty and the e-commerce model are also subverting the traditional medical beauty industry, just like the musket ended the spear and bow, and the computer eliminated the abacus, which is the inevitable development of history, but also the result of the progress of the times and the development of the industry.
Li Bin, chairman of The United Lige, said that the introduction of botulinum toxin and optoelectronic equipment into medical beauty, filling materials and plastic surgery technology to aesthetic surgery can be called the "four major inventions" of the technical level of the medical beauty industry. If you look at it from the perspective of business model, medical beauty e-commerce platform, doctor IP, shared medical treatment, and doctor responsibility system can also be called "four major inventions".
Look for the four major inventions of the medical aesthetic world
That's what the big names in the industry said
As the "beauty economy" continues to heat up, people are constantly upgrading on the road to becoming beautiful: from a simple moisturizer to a skin care trilogy, from the instrument + massage of the beauty salon to injection, micro-finishing, thermogen... The dual drive of technology and economic development has ushered in a huge market opportunity for the medical aesthetic industry.
Behind these hot projects is the technological iteration innovation that has never stopped in the medical aesthetic industry since its birth. So focusing on the medical aesthetic industry, which technologies can be called the "four major inventions" on the road to human beauty?
"The invention of botulinum toxin has indeed brought a revolutionary change to medical beauty, greatly expanding the development of medical aesthetic technology and the high-quality pursuit of beauty by beauty seekers; photoelectric non-surgical projects have low risk, high frequency, and high frequency, bringing about the dailyization of medical beauty projects; putting recycled materials and hyaluronic acid together can play a role in filling; in the history of medical beauty, there is a saying that the first double eyelid surgery was done by ophthalmologists, and the first rhinoplasty surgery was done by an otolaryngologist, which has nothing to do with plastic surgery. But this model explored by these doctors can make people beautiful and develop plastic surgery technology to aesthetics, which is also a big change, these four are the real four major inventions of the medical aesthetic industry. Li Bin said.
Soochow Securities Research Report shows that in the past two years, the biggest trend in the medical aesthetic industry is that non-surgical projects are more popular than surgical projects, especially injection projects, accounting for 57% of the total number of treatment courses, far exceeding other categories. Among the injection projects, hyaluronic acid injection accounted for 66.59%, botulinum toxin injection accounted for 32.67%, and other injection projects accounted for only 0.74%. Injection projects are medical beauty projects with large total volume and fast growth, among which botulinum toxin injection projects have a growth rate of 90.56% in 2019, the fastest growth.
The largest proportion of surgical projects are head and face surgery and body surgery. Head and face surgery is mainly based on facial fat filling, rhinoplasty, and eyelid surgery. These data also reflect that behind the current popular medical aesthetic projects, there are flashes of the shadow of the "four major inventions".
Why did the "four major inventions" of medical beauty change the industry? Taking optoelectronic technology as an example, in the view of Professor Yang Rongya, vice president of the China Plastic and Aesthetic Society and the president-elect of the Medical Aesthetic Branch of the Chinese Medical Association, the optoelectronic technology of the medical aesthetic industry has been making great strides forward, and at the same time, in many ways, it has replaced the traditional slow kung fu of doctors, or some cosmetic methods with unsatisfactory results.
"It has produced outstanding effects with the rapid development of our overall medical aesthetic industry, and it has also become a popular medical aesthetic project with micro-plastic surgery, laser optoelectronic beauty, etc., so optoelectronic technology should also be the leader in the development of our overall medical aesthetic industry." Professor Yang Rongya said.
From "extreme privacy" to openness
In the past 20 years, the trend of medical aesthetic consumption has changed dramatically
It can be seen that the "four major inventions" mentioned by Li Bin have also derived popular projects in the medical aesthetic industry, and at the same time led the current aesthetic and medical aesthetic concepts.
Whether it is the innovation of medical aesthetic technology or marketing model, the direct changes brought about by the consumer environment and consumer concepts are the updated iterations of consumer concepts - in the past 20 years, China's medical aesthetic market has undergone earth-shaking changes.
China's medical beauty services originally only existed in plastic surgery in public hospitals, and the market demand was mainly orthodontics and repair, and the audience was narrow. China's medical aesthetic market began in 1997, when private hospitals began to enter the plastic surgery and beauty market.
Later, with the increasing number of medical aesthetic projects, especially after the emergence of injection projects, the market demand was developed, mainly anti-aging and youthful demand. With the large-scale entry of capital, the medical aesthetic industry ushered in explosive growth after 2015, at this time, private medical aesthetic institutions have become the main force of the medical aesthetic industry, the market competition is fierce, and the consumer demand is mainly beautiful.
"20 years ago, medical beauty was extreme privacy, and 20 years later, medical beauty has become a way of life, which is the biggest change in the trend of medical aesthetic consumption." Li Bin said.
The changes in the consumer demand and consumption trend of medical aesthetics have also brought about direct changes in the ecology of medical aesthetic doctors. Li Bin said that the biggest change brought to the medical aesthetic industry by business model and consumption model is that doctors have begun to start their own businesses, there has been freelance, multi-point practice, and the social sharing of medical resources, which is a huge change. Under this trend, it is more important for doctors to create personal professional IP, and from a regulatory point of view, domestic medical beauty should also shift from the institutional responsibility system to the doctor responsibility system.
Accelerated digitization
The medical beauty e-commerce platform has brought a new round of industry changes
However, Li Bin also analyzed that in addition to the "four major inventions" at the technical level, the medical aesthetic industry should also have the "four major inventions" at the marketing level, namely the medical beauty e-commerce platform, doctor IP, shared medical treatment and doctor responsibility system.
For example, the medical aesthetic e-commerce platform represented by new oxygen has directly accelerated the digital process of medical aesthetics, especially in the post-epidemic era, bringing possibilities for the recovery of the medical aesthetic industry. At the same time, the medical beauty e-commerce platform model also provides soil for other "three major inventions": on the one hand, the medical beauty e-commerce platform provides a stage for doctors to display IP, and at the same time provides a sharing platform for doctors to share medical beauty projects, and in the process of implementing the domestic doctor responsibility system, the medical beauty platform that eliminates the problem of asymmetric industry information through digital technology is also playing an active role.
As a medical beauty platform, Oxygen can provide users with information including institutional information, doctor information, project information, etc., but at the same time, it is also necessary to help institutions achieve online service according to the information, involving online appointments, online Q&A, private message consultation, video face-to-face consultation, live broadcast, postoperative care and other aspects.
In addition, online services such as medical beauty e-commerce platforms are also reviving the medical beauty industry through digital means. The data shows that in 2020, affected by the epidemic, the market size of the medical beauty industry plummeted to 5.7%, and in 2021, the medical beauty market resumed high growth and returned to the 20% growth channel, and it is expected to maintain a growth rate of more than 20% in the next two years.
"For medical aesthetic institutions and doctors, the biggest value of new oxygen is three, one is that new oxygen allows doctors and consumers to meet directly; the second is that new oxygen has an intermediate guarantee role as a medical beauty platform; third, new oxygen promotes the popularization of the concept of medical beauty, which is helpful for consumers' decision-making, the most important of which is that new oxygen and united Lige have common values, and it is also the reason why United Lige has been cooperating with New Oxygen." Li Bin said.
It can be seen that the business model of new oxygen is to use social media content to attract potential consumers, use the community to retain consumers, and finally monetize through the community and e-commerce. Oxygen's C-end services can be divided into three parts: e-commerce, doctor-patient interaction platform, and community. Communities and e-commerce are important ways to monetize, cultivating customer dependence and trust in the platform, so as to meet consumer demand and accelerate consumer decision-making.
In terms of technology, in the past two years, New Oxygen has created a new way of human-computer interaction, helping users choose professional medical beauty solutions through magic mirror testing, skin detection, program encyclopedia and other gadgets. In terms of services, we have launched products such as VR stores and Meji cards to ensure safe consumption for consumers. In terms of supply chain, oxygen opens up upstream and downstream, and provides high-quality and professional institutions and doctor qualification information through brand flagship stores, medical beauty checks, etc., to ensure the authenticity and safety of information.
In the industry's view, if in the past 50-60 years, the "four major inventions" of medical aesthetics at the technical level have directly brought about the development and prosperity of the medical aesthetic industry, and in the future, if the medical aesthetic industry wants to develop from extensive to refined in the year of transformation and upgrading, it is more necessary for the "four major inventions" on the marketing side to play a role and promote the medical aesthetic market to enter a new stage of quality competition.
【Source: Daily Economic News】
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