On December 14, 2021, the New Oxygen Data Yan Institute released the "2021 Medical Aesthetic Industry White Paper".
This is the seventh consecutive year that the New Oxygen Data Yan Research Institute has released a white paper on the medical aesthetic industry. The white paper shows that the rapid development of the non-surgical medical aesthetic market has become the main tone this year, and from 2019 to 2021, the proportion of non-surgical users has continued to increase, from 72.6% to 83.1%.
In terms of specific consumption items, non-surgical items are well received by the market. In 2021, the projects with the largest proportion of consumption scale are tightening and anti-aging, wrinkle reduction and face slimming, and hyaluronic acid, accounting for 14.55%, 11.73% and 9.53% of the overall market.
In 2021, when the new crown pneumonia epidemic has entered the normalization of control, medical aesthetic consumption has gradually recovered and shown a vigorous growth trend. According to the white paper, the scale of China's medical aesthetic market is expected to reach 184.6 billion yuan in 2021, returning to a growth channel of more than 20%.
The development of the medical aesthetic industry depends on the innovation of products, technologies and service models. According to a questionnaire survey conducted by The New Oxygen Data Yan Research Institute for 100 industry experts and senior practitioners, botulinum toxin, optoelectronic technology, medical beauty e-commerce, and hyaluronic acid are considered to be the four key factors promoting the rapid development of the medical beauty market, which can be called the "four major inventions" in the medical aesthetic industry.
Non-surgical consumption is strong, and photoelectric projects, botulinum toxin, and hyaluronic acid accelerate the popularization of medical aesthetic consumption
In recent years, with the continuous improvement of consumer consumption level, the demand for medical aesthetic consumption has also continued to grow, and behind this change is the increase in consumer acceptance of medical aesthetics.
According to the white paper data, in 2021, the medical aesthetic market will return to a high-growth channel, with a growth rate of more than 20%. The survey results show that more than 80% of the general population has a high acceptance of medical aesthetics, and the respondents who cannot accept medical aesthetics at all are 0. It is estimated that by 2022, the scale of medical aesthetic consumption users in China will exceed 20 million.
First-tier and new first-tier cities are the main battlefield of medical aesthetic consumption, medical aesthetic consumers account for more than 70%, and the number of consumers in second-tier cities has continued to grow in the past three years, and by 2021, the proportion of this group has reached 18.33%, showing a three-legged trend with first-tier and new first-tier cities. In the future, second-tier cities are expected to become a new growth pole in the medical aesthetic market.
The rapid growth of medical aesthetic scale and rising consumer acceptance are inseparable from the rapid growth of non-surgical projects. According to the white paper data, the non-surgical medical aesthetic market has developed rapidly, and from 2019 to 2021, the proportion of non-surgical users has continued to increase, from 72.6% to 83.1%.
In terms of specific consumption items, non-surgical items are the most popular in the market. In 2021, the projects with the largest proportion of consumption scale are tightening and anti-aging, wrinkle reduction and face slimming, and hyaluronic acid, accounting for 14.55%, 11.73% and 9.53% of the overall market. In addition, the anti-wrinkle slimming consumption mainly based on botulinum toxin injection has become the project with the largest number of orders in 2021, and the consumer population accounts for 16.93%. Hyaluronic acid consumption, whether it is the scale of consumption or the number of orders, firmly occupies the third place. Optoelectronic projects, botulinum toxin, and hyaluronic acid accelerate the popularization of medical aesthetic consumption.
Projects such as whitening and rejuvenation and freezing lipolysis have become the fastest growing projects in consumption in 2021, with a year-on-year growth rate of 416% and 300% respectively. The demand for body shaping is also gradually moving towards refinement and non-surgicalization, and more and more people choose non-surgical projects such as cryolipolysis to reduce fat.
With the rise of non-surgical consumption, multi-course consumption has become a daily routine for Chinese medical aesthetic consumers. The white paper shows that in 2021, the per capita order volume increased by 30% year-on-year.
In terms of surgical consumption, liposuction is the largest consumption item, accounting for 17.07% of the consumption in the surgical field. Secondly, the nose synthesis, eye synthesis, facial lifting and breast augmentation followed closely behind, accounting for 8.64%, 8.11%, 8.00% and 6.11% of the consumption scale, respectively.
Medical aesthetic consumption in different regions also shows different characteristics. The "National Medical Aesthetic Consumption Map" in the white paper shows that the consumption of first-tier cities is more refined and pays more attention to non-surgical projects, such as the most whitening and rejuvenation orders in Beijing and the most frozen lipolysis projects in Shanghai. The new first-tier and second-tier cities show different regional characteristics, such as Nanjing has the most private plastic surgery orders, and Changsha people have placed the most orders for botulinum toxin to Sichuan character pattern.
The "four major inventions" have become the key driving force to comprehensively promote the ecological transformation of the industry
The rapid development of the medical aesthetic market is inseparable from the evolution and breakthrough of technology, brand, information and service.
The new oxygen data Yan Institute for hundreds of medical aesthetic industry experts and senior practitioners to visit, research, the results show that botulinum toxin, optoelectronic technology, medical beauty e-commerce, hyaluronic acid on the industry to promote the role of more people recognized, become the "four major inventions" affecting the development of the modern medical beauty industry, comprehensively promote the transformation of the industry ecology.
Botulinum toxin has been steadily rising since it was officially approved for use in the medical aesthetic field in 2002. The white paper shows that in 2021, the anti-wrinkle beauty consumption mainly based on botulinum toxin injection will account for 52.9% of the consumption of injectable medical beauty, ranking first.
Photoelectric projects, because of their more efficient and direct medical aesthetic effects, are also becoming "essential weapons" for medical aesthetic doctors. In 2021, the non-surgical consumer market accounted for 49.2% of the entire medical aesthetic market, of which photoelectric projects were the most popular items in non-surgical consumption.
In the view of Professor Yang Rongya, vice president of the China Plastic surgery and beauty Society and the president-designate 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 and clumsy slow work of doctors, and has produced outstanding results with the rapid development of the industry.
"Now the trend of medical aesthetics is minimally invasive. The degree of risk is low, the recovery time is short, and you can go to work after doing it, which I call 'lunch-style beauty', just as convenient as eating, and the price is more moderate and popular. Ouyang Tianxiang, director of the Department of Plastic Surgery at Xinhua Hospital Affiliated to Shanghai Jiao Tong University School of Medicine, pointed out in an analysis.
The rise of Internet medical beauty platforms, especially the birth of the medical beauty e-commerce model, is considered to be a key node in the digital process of the medical beauty industry. The rise of the Internet medical beauty platform after 2015, the rise of online medical beauty platform for medical beauty consumers to provide transparent industry information, but also reduce the marketing threshold of medical beauty institutions, medical beauty e-commerce model to promote price transparency, to solve the pain points of the industry to open up a pluralistic path.
The fiercely competitive hyaluronic acid market is also becoming a "golden track" for medical beauty companies to prepare for the war. Liu Siqi, co-founder of Philoga Medical Vitalorga, said that the value of hyaluronic acid to the development of the medical aesthetic industry is bearing, that is, indispensable, and the value of milk to life is the value of hyaluronic acid to the medical aesthetic industry, which is equivalent to the necessities in people's lives.
The emergence of the "four major inventions" of medical aesthetics has reshaped the growth path of the medical aesthetic industry from the aspects of technology and operating mode, and provided sufficient impetus for the healthy and benign development of the industry.
"Medical beauty returns to medicine" points out the way forward and works together to promote the quality development of the industry
The strong demand for medical beauty has brought prosperity to the medical aesthetic industry, and has also exacerbated the uneven distribution of resources at both ends of supply and demand.
Upstream medical aesthetic devices and pharmaceutical brands are highly centralized and lucrative, but the link with consumers is lacking, and there are still a large number of non-compliant products in the market that affect consumer decisions. There is a serious shortage of medical aesthetic talents, the market for medical aesthetic institutions is scattered, quality institutions are scarce, and marketing costs are high. Coupled with the general lack of sufficient screening ability of consumers, how to seek compliant and high-quality medical resources has become a major problem.
With the strong supervision at the policy level since the beginning of this year, the industry has entered a critical point of transformation and upgrading from extensive to refined development.
The solution of the problem requires the joint efforts of the whole industry. In the survey, the participating experts generally believe that the construction of medical aesthetic specialization promotes the industry to return to the essence of medical treatment, and the quality of development is the real solution. This requires enhancing the supply of genuine products at the end of the pharmaceutical device to enhance brand awareness and establish a broader and direct relationship with consumers. At the same time, in the end of medical aesthetic talents, it is necessary to improve the training mechanism and strengthen the construction of incentive and training systems.
For medical aesthetic institutions, in the face of today's more competitive medical aesthetic market, the way to obtain new customers through delivery and marketing is already overstretched, and refined operation is imminent. According to Tianyancha data, as of November 8, 2021, the number of cancellations of enterprises with enterprise names or business scope including "medical beauty, medical beauty, and plastic surgery" increased by 64.32% year-on-year in 2021.
In the face of consumers, this requires the joint efforts of Internet medical beauty platforms and medical beauty institutions to break down the information barriers of the medical beauty industry and improve the professionalism of the medical beauty industry.
"The space for China's medical aesthetic industry to improve is very large, and there is still a lot of room for compliance, digitization, content, and quality." At the same time, China's medical aesthetic market will continue to grow, which will bring more lasting and richer value returns to medical aesthetic practitioners who insist on improving. "Some experts think.
Sharpen the knife without mistakenly chopping wood. Only by discerning the direction and correcting oneself can we achieve a more long-term and healthy development, which is true for every participant in the medical aesthetic industry. 2021 is bound to be a key year to break through the fog and emerge to the sun.
（CIS）