Abstract: In recent years, with the popularity of social media and the rise of the beauty economy, the beauty instrument track has become more and more popular. As a convenient, practical and cost-effective beauty product, home beauty device can meet the needs of consumers for professional skin care at home, so it is widely welcomed by the market. With the increasing consumer demand for home beauty devices, the home beauty device market is also constantly innovating and upgrading, further promoting the development of the industry. According to statistics, the industry market size has been growing from 2017 to 2021, and it is estimated that the industry market size will grow to 13.52 billion yuan in 2023.
1. Definitions and Classification
Home beauty device is a machine that uses physics, electronic technology, optics and other principles to regulate and improve the physiological functions of the human body and the surface skin. Compared with medical beauty equipment, home beauty devices have the advantages of convenient operation and low technical threshold, which can meet the needs of daily skin care and maintenance of beauty seekers, and the risk is low, and it can be operated without professional qualifications. At present, the mainstream types of home beauty instruments on the market are classified according to technical principles, including sound wave technology, ion superconductivity, LED illumination, EMS microcurrent, RF radio frequency, and laser.
Second, industry policies
1. Competent authorities and regulatory system
The administrative department of the home beauty instrument industry refers to the State Administration for Market Regulation, which is mainly responsible for formulating and implementing institutional measures for quality development. Coordinate the construction and application of national quality infrastructure, organize the implementation of the quality supervision system for major engineering equipment in conjunction with relevant departments, organize the investigation of major quality accidents, establish and uniformly implement the defective product recall system, and supervise and manage the anti-counterfeiting work of products. Manage product quality and safety risk monitoring, national supervision and random inspection. Establish and organize the implementation of a quality grading system and a quality and safety traceability system. Guiding the management of industrial product production licenses. Responsible for fiber quality supervision, etc.
Industry association refers to the China Medical Device Industry Association, which is mainly responsible for reflecting the reasonable requirements of members to all walks of life, safeguarding the legitimate rights and interests of members, and striving to eliminate obstacles affecting the development of the industry; organizing the formulation and supervision of the implementation of industry policies, standardizing corporate behavior, actively participating in the construction of a harmonious society, gradually establishing a credit system, serving the people fairly and justly, and promoting the healthy development of the industry; participating in the formulation, revision, publicity and promotion of national standards, industry standards and quality specifications, and carrying out industry qualification management.
2. Industry-related policies
In recent years, the home beauty instrument market is in a period of rapid development, and at the same time, it is also accompanied by chaos, and the "overturning" incidents caused by product safety are frequent, and its quality and safety issues have attracted more and more attention. To this end, China has issued a series of policies and measures, such as the "Guidelines for the Registration and Review of Radio Frequency Beauty Devices (No. 8 of 2023)" issued in April 2023, which proposes that for devices used in the home environment, it is necessary to consider the risks of use in the environment according to the structural characteristics of the product, the duration of use, the surrounding environment, non-users and other factors, and carry out usability-related research. At the same time, the risk of using the product should be considered in combination with the foreseeable misoperation, unconventional use, over-range use and other situations, and the necessary safety mechanism should be designed. The release of this policy will help solve the problem of uneven product quality of household RF beauty devices and better ensure product safety.
Third, the development process
From the perspective of development history, the development process of China's home beauty instrument industry can be divided into three stages: embryonic period, outbreak period, and growth period. Compared with developed countries, mainland home beauty devices started late, dating back to 2000. It wasn't until around 2012 that foreign brands such as Yameng and Tripollar entered the Chinese market, and the industry began to really take off. From 2016 to 2019, due to the attention of capital in the medical beauty market, the domestic beauty instrument industry developed rapidly, and the sales channels extended from offline counter channels to online e-commerce platforms, and the industry entered an explosive period. Since 2020, the domestic market as a whole is still dominated by overseas brands, but domestic brands have developed rapidly, and sales channels have also extended to live broadcast platforms dominated by Douyin and Kuaishou, and the industry has entered a growth period.
Fourth, industry barriers
1. Technical barriers
Home beauty devices need to have efficient, safe and stable performance to meet consumers' pursuit of beauty results. This requires that the home beauty instrument must be accurate in circuit design, control system, energy transmission and other aspects. At the same time, it is also necessary to ensure that the product will not cause harm to the human body during use, such as avoiding overstimulation, overheating, etc. All of these require deep technical accumulation and R&D strength. For new entrants, the industry has high technical barriers.
2. Brand barriers
Brand recognition and word-of-mouth have an important position in the home beauty device industry. For consumers, they tend to choose brands that they know and trust when buying at-home beauty devices. Through years of market accumulation, these brands have established a good reputation and brand image, and have won the trust and loyalty of consumers. It is difficult for new companies to build their brand image and market position in a short period of time, so they face high brand barriers.
3. Sales channel barriers
At present, with years of accumulation and layout, the home beauty instrument brand with earlier development has established a fixed and broad sales network. It has not only established a solid position on major online e-commerce platforms and self-operated online stores, but also occupies an important position in offline physical stores, counters and partner channels. These networks cover a wide range of consumer groups, allowing products to reach target markets quickly. However, it is difficult for new entrants to establish a perfect sales network in a short period of time, which forms a certain barrier to the expansion of sales channels for new entrants.
Fifth, the industrial chain
1. Analysis of the industry chain
From the perspective of the industrial chain of the home beauty instrument industry, the upstream is mainly a supplier of product parts and materials, mainly providing raw materials for the production of home beauty instruments, and ensuring the stable production of the industry, including MCU chips, PCBs, NTC sensors, LED lamp beads, plastic shells, batteries, etc.;
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