On January 14, 2022, Nandu Health Alliance and Xin oxygen data Yan Institute jointly released the "2021 Guangdong-Hong Kong-Macao Greater Bay Area Medical Aesthetic Consumption White Paper" (hereinafter referred to as the "White Paper").
In February 2019, the Outline Development Plan for the Guangdong-Hong Kong-Macao Greater Bay Area issued by the CPC Central Committee and the State Council set new goals for accelerating the high-quality development of health in the Guangdong-Hong Kong-Macao Greater Bay Area, and it is imperative to shape a "healthy bay area", which has aroused widespread concern from all walks of life.
For the medical aesthetic field, the promotion of the "Healthy Bay Area" policy also brings great opportunities. In order to clarify the development direction of the medical aesthetic industry in the Greater Bay Area and further promote the compliance development of the medical aesthetic industry in the Guangdong-Hong Kong-Macao Greater Bay Area, the white paper depicts the regional medical aesthetic consumption portrait through public opinion surveys and big data analysis, takes the light medical aesthetic consumption trend in the Bay Area, and also provides effective decision-making and reference for all parties in the industry to better grasp the opportunities of industrial upgrading.
Guangshen medical aesthetic orders account for 90% of the Bay Area The "Vitality Bay Area" light medical aesthetic demand is strong
The white paper data shows that the epidemic in 2021 has an impact on the growth rate of the industry, but with the awakening of the consumption awareness of young people and the rapid growth of non-surgical projects, the market still maintains high expectations for the development of the industry. According to the data, the scale of China's medical aesthetic industry is expected to reach 184.6 billion yuan in 2021, an increase of 21.6% year-on-year. But on the other hand, the fundamental contradiction that the number and quality of professional practitioners in the medical aesthetic industry cannot meet the needs of consumers still exist objectively.
From the perspective of the external environment, in the context of the compliance process, the transparency of the medical aesthetic industry has increased compared with the past. All parties in the industry work together to carry out self-discipline and co-governance, and consumers can have a better understanding of medical aesthetic consumption, project services and industry progress through various official channels, market channels or media channels.
As one of the most economically developed areas in the country, the Guangdong-Hong Kong-Macao Greater Bay Area has a strong vitality of medical aesthetic consumption and relatively high consumer demand. From the perspective of consumption data, 14.6% of the country's medical aesthetic orders come from the Greater Bay Area, and the total number of medical aesthetic consumers in the Greater Bay Area accounts for 15.5% of the country.
Judging from the scale of consumption and the number of consumers, Guangzhou and Shenzhen ranked first and second. The number of payment orders in Guangzhou accounted for 49.7% in the Greater Bay Area, followed by Shenzhen accounted for 38.5%, accounting for nearly 90% of the two; from the total number of urban consumers, Guangzhou also ranked first, accounting for 45.12%.
As an innovative "star" in Chinese cities, the regional consumption of nine cities in the Greater Bay Area has also won a number of "gold, silver and copper" in the country. This is especially reflected in the choice of consumption items, such as guangzhou laser hair removal order volume ranks first in the country, dimple shaping surgery order data, Shenzhen order proportion ranks first; in the surgical project, Foshan people's upper and lower jaw surgery orders accounted for up to 40%, ranking first.
Among them, "anti-aging" has gradually become the "rigid demand" of consumers in the Bay Area, and the proportion of related medical aesthetic projects is increasing rapidly. According to the data of Yan Institute of New Oxygen Data, in 2020, photoelectric and injection projects accounted for a high proportion of the total market size of non-surgical light medical beauty, as high as 42.80% and 42.50% respectively, and these light medical aesthetics with small wounds, short time and fast results are highly consistent with the high-paced life of consumers in the Greater Bay Area.
Hyaluronic acid has become the "favorite" of Bay Area users sharing and planting tools more often prefer medical aesthetic apps
The strong demand for medical aesthetic consumption is often related to the consumer population and consumption capacity, and the Greater Bay Area is no exception, and the "workplace masters" with certain economic ability prefer light medical beauty. In a questionnaire survey of 544 light medical beauty enthusiasts in 9 mainland cities in the Guangdong-Hong Kong-Macao Greater Bay Area, 61.03% of light medical beauty users were mainly concentrated in the age of 26 to 35 years old, which is generally a group of people with a certain working experience in society and a certain income level or social status. It was followed by a group of young people aged 18 to 25, accounting for 25.55%.
The way for beauty lovers to understand medical aesthetic information is more diverse, and the medical aesthetic Internet platform is the main channel for aesthetic lovers to obtain information. According to the white paper, 15.26% of users obtain information through the medical beauty Internet platform. In view of the information display of light medical beauty on the Internet medical beauty platform, 61.4% of the respondents believed that the "actual evaluation of the project by users" was the information they most wanted to obtain from the Internet medical beauty platform. 54.41% of people pay the most attention to "project offer information".
In terms of specific projects, hyaluronic acid has become the "favorite" of users in the Bay Area. More than 40% of users have experienced hyaluronic acid projects, followed by Thermage and Photon Rejuvenation, which are loved by more than 30% of respondents; Rerati and Eurostar fotona4d are also selected by more than 20% of the respondents.
However, the actual price of light medical beauty is not "light". The data shows that more than 80% of users spend more than 10,000 yuan on light medical beauty. Among them, 33.64% of people spend light medical aesthetic expenses in the range of 50,000 yuan to 100,000 yuan.
The young group in the Bay Area is the main consumer group of light medical beauty, and there is often a habit of sharing after completing light medical beauty, and medical beauty APP is the most preferred tool. Nearly 80% of light medical beauty users will choose to share consumption experience, and the proportion of users sharing through the network accounts for more than 80%, and professional medical beauty APP has become the main way for people to widely disseminate and "Amway".
In addition, the consumption of light medical beauty also shows a strong continuity. The respondents basically "repurchase within one year", and more than 30% of users will have the idea of repurchase within 2-3 months. In terms of effect, 47.61% of users are very satisfied with the effect of light medical beauty, and more than half of the users are not completely satisfied with the effect of light medical beauty, but it is within the acceptable range.
Judging from the overall survey, the residents of the Greater Bay Area are rational about the consumption of light medical beauty. Compared with the information obtained from the overwhelming advertising, consumers are more likely to get actual information from others to "plant grass", in the choice of light medical beauty institutions, consumers are more concerned about the legal compliance of the institution, followed by the judgment of the effect, and there is a certain degree of tolerance and fault tolerance for the effect after the light medical beauty service.
The "Healthy Bay Area" sets sail towards the "new medical beauty" format at full speed
As the power of the Internet penetrates into all corners of people's social and economic life, the medical aesthetic industry must fill the information gap between doctors and patients, achieve efficient allocation of resources, and have better tools and environments. The white paper also points out that for the medical aesthetic industry under the blessing of new Internet technologies, it can be called "new medical beauty", the core of which is to promote the symmetry of medical information by means of the Internet, and to make a reasonable and efficient allocation of high-quality medical resources in the industry to solve practical problems and provide consumers with quality medical aesthetic services.
From the old to the new, the most important feature is the transformation, focusing on the current situation in the Greater Bay Area, the total amount of high-quality medical aesthetic resources is still in short supply, the gap between doctors and patients still exists, and it is still a long way to go to embark on the road of standardization and build a leading and world-renowned "medical aesthetic capital" in the country. However, under the historic development opportunity of the "dual-zone drive" of the Guangdong-Hong Kong-Macao Greater Bay Area and the pilot demonstration zone, the most economically dynamic city cluster in the Greater Bay Area has set sail and is moving towards the "new medical beauty" format at full speed, which can also be predicted that the medical aesthetic industry will no longer be far from the real "renewal", and the service quality upgrade can be expected in the future.
（CIS）