Source of this article: Times Finance Author: Zhang Yuqi
Image source: Tuworm Creative
With the rise of the "beauty economy", the scale of the domestic medical aesthetic service market continues to rise.
According to Deloitte China's 2023 Insight Report (the "Report"), based on the huge potential and resilience of China's economy and the vitality and momentum of China's aesthetic medicine market, the size of China's aesthetic medicine market is expected to exceed RMB200 billion in 2023, achieving a growth rate of 20%, and the market is expected to maintain a compound annual growth rate of about 15% in the next four years.
Despite the rapid development of China's medical cosmetology industry, according to data from Huajing Information Network, compared with the global cosmetology market, China's cosmetology consumption penetration rate is low, and there is still a lot of room for development. In 2019, South Korea had the highest penetration rate of 20.5%, the US penetration rate was 16.6%, Japan penetration rate was 11%, and China was only 3.6%.
Hao Deming, executive vice president and secretary general of the China Association of Non-public Medical Institutions, said in an interview with Times Finance and other media at the press conference of Meituan's 2023 "Polaris Medical Aesthetic Institution List" that the reason for the low penetration rate of medical cosmetology in China is mainly the lack of professional services, standardized services and high-quality medical aesthetic doctors in the industry. This is also the biggest and most prominent problem in non-public medical institutions. If non-public medical beauty institutions have a good reputation, good social credit, high degree of specialization, strong service ability, and guaranteed medical quality and safety, the penetration rate will be higher and higher.
Based on user reputation evaluation and medical professional strength, Meituan recently released the 2023 "Polaris Medical Aesthetic Institution List", covering 6 cities in Beijing, Shanghai, Guangzhou, Shenzhen, Chengdu and Hangzhou, with a total of 45 professional medical aesthetic institutions selected, aiming to meet consumers' more refined and professional store selection needs.
"The most important thing for ordinary people is safety and peace of mind." Hao Deming said, "To improve the penetration rate and coverage of medical cosmetology, it is necessary to better provide safe and effective medical cosmetology services for the people. We must improve the construction of social credibility of medical beauty institutions, as well as the concept of professional and standardized teams. ”
Medical beauty chaos is rampant
The medical cosmetology industry has entered a stage of rapid development, but there are still many chaos in the industry.
According to the "Research Report" (hereinafter referred to as the "Research Report") jointly released by Beijing Sunshine Consumption Big Data Research Institute and the Consumer Protection Law Research Center of the University of International Business and Economics, from January to May this year, there were a total of 90,769 public opinions on rights protection in the medical beauty industry, including medical qualifications, such as personnel and institutional qualifications, drug and device qualifications, etc.; and the quality of medical care, such as poor results, poor medical feelings, etc. In addition, problems such as false publicity, price complaints, and brushing orders are also prominent in the medical beauty industry.
Taking medical qualifications as an example, the above-mentioned "Research Report" pointed out that from January to May this year, there were a total of 30,021 public opinions on consumer rights protection, accounting for 33.1%, of which data on personnel and institutional qualifications accounted for 26.8%, and data on drug and device qualification issues accounted for 6.3%.
"Injection projects and public opinion on liposuction surgery have become the 'hardest hit areas' for patients' rights protection. Among the specific medical beauty projects, the public opinion of injection projects accounted for the highest proportion, and public opinion accounted for nearly 40%. Injection beauty mainly includes face slimming needles, skinboosters, whitening needles, etc., practitioners inject patients with botulinum toxin, hyaluronic acid to achieve the purpose of wrinkle removal, spot removal, whitening and so on. Due to its popularity and simple operation, fake and shoddy products are mixed, and injury cases continue to appear. The above-mentioned "Research Report" further explained.
In order to promote the professional and standardized development of medical cosmetology, in May this year, the State Administration for Market Regulation and other eleven departments jointly issued the "Guiding Opinions on Further Strengthening the Supervision of the Medical Cosmetology Industry", and put forward a series of targeted measures to standardize and promote the development of the medical cosmetology industry. Among them, it is clearly stipulated that medical beauty services are medical activities and must comply with the laws and regulations on access to health-related industries; In addition, full consideration is given to the regular characteristics of the medical cosmetology industry, and provisions are made in many aspects such as promoting the optimization of industry access conditions, improving market entity registration and management services, and strengthening information disclosure and credit constraints.
However, the market and industry people are also aware that the current medical beauty industry still lacks unified standards and standardized operating procedures. This factor has led to different standards of practitioners, as well as uneven levels and quality of institutional services.
Therefore, with the continuous superposition and evolution in the medical cosmetology industry, how to drive development with professional ability and integrate the background of medical professional attributes into the field of medical cosmetology has become the direction of discussion in the industry.
Specialization is the key to problem solving
Consumers' demand for medical aesthetic specialization is also increasing, and shopping around for more professional medical aesthetic institutions has become their mainstream choice.
"Compared to the price, the safety and professionalism of the institution are the most important points for me to choose on a daily basis." Ms. Wang from Chengdu said.
Professor Cao Yilin, director of the National Organization Engineering Center, pointed out at the above press conference, "Today's beauty seekers, after planting grass online, often need to run 3 offline institutions to dare to make consumption decisions with confidence. The standardization of medical aesthetic services is imperative. ”
The first issue of the "Polaris Medical Aesthetic Institution List" released by Meituan also provides a reference for the professional development of the medical aesthetic industry.
Liu Rong, head of Meituan's medical beauty industry, said in an interview with Times Finance and other media that the final assessment of the institutional list screening will be reviewed and scored in combination with medical professional capabilities and service experience, and will also be combined with anonymous survey of medical beauty consumers and platform word-of-mouth data, and many medical safety details hidden under the "iceberg" will be included in the selection points.
For medical beauty institutions settled on the platform, Meituan has a complete set of qualification verification measures. According to Liu Rong, the guarantee system is divided into three layers, the first layer is the basic qualification review, that is, to enter Meituan requires a complete medical license, including the business license of medical license, physician practice qualification certificate, drug and equipment procurement qualification, etc., these are the most basic security guarantees, the platform will check with the information published on the official website of the National Health Commission; The second layer is the review of online information, including diagnosis and treatment compliance and medical service information, which must also meet industry consensus on the basis of meeting national requirements; The "Assured Beauty" fulfillment hardware equipment launched by it is the third layer, users can use the device to scan the code to verify whether the drugs and instruments are qualified and compliant, and can also view the whole dispensing process in real time on the hardware device side, and view the scan report in the Meituan App.
In Hao Deming's view, the professional development of medical beauty institutions and the whole industry has a long way to go, and on the road of professional construction in the future, it is necessary to examine the social credit and medical quality service capabilities of institutions.
"Non-public medical institutions are already carrying out national-level industry reviews, and the China Non-public Medical Association conducts standardized management of medical institutions based on two standards publicly released by the National Standards Committee and the National Health Commission, one social credit evaluation standard for non-public medical institutions, and one evaluation standard for medical quality service capacity." Hao Deming further explained that the national industry specialty review of the whole industry will be launched in October this year, involving key specialties, characteristic specialties and advantageous specialties, which is to grasp the construction of disciplines and grasp its service capabilities. In addition, the star review of Chinese aesthetic doctors is also imperative. The core of this star review system integrates the doctor's personal social credit level, medical quality assurance coefficient and service level, and the three dimensions constitute the doctor's star rating, and there is a national industry guide for beauty seekers seeking medical treatment.