#记录我的2024#这些年, with the continuous development of China's economy, the medical cosmetology industry has shown a vigorous development trend, under this trend, the transformation of the medical cosmetology industry is rapidly emerging, from the original deep medical intervention of heavy medical cosmetology to light medical cosmetology and even life medical cosmetology, in the face of the comprehensive rise of life medical cosmetology, the efficacy of skin care products that conform to the concept of life medical beauty has begun to become popular in an all-round way, where is the long-term value of the efficacy skin care product track?
1. The dawn of medical beauty from medical beauty to life medical beauty appears
In recent years, with the rapid development of China's economy, Aimei has gradually become the target pursued by Chinese, and a number of medical beauty companies have continued to develop, forming a vigorous development trend, especially medical beauty, which organically combines treatment and beauty, and has experienced several obvious big eras.
In the 1.0 era of medical cosmetology, medical cosmetology services mainly focus on the treatment and functional repair of physical disabilities caused by diseases and accidents. The aesthetic techniques of this period were relatively simple, and the main purpose was to help patients return to normal physiological functions.
The 2.0 era of basic aesthetic needs, the era of medical aesthetics 2.0 is an important stage in the development of the medical aesthetic industry, which marks the transformation of medical aesthetic services from simple functional repair to more refined aesthetic restoration, and begins to meet people's basic aesthetic needs as the core. In the era of medical aesthetics 2.0, major departments such as plastic surgery, dermatology and non-invasive injections have become the main basis for the division of medical aesthetic institutions and hospitals.
In the 3.0 era of beauty at any time in life, the medical cosmetology industry is ushering in the real 3.0 era, which takes beauty at any time as the core, and efficacy skin care and light medical beauty and even life medical beauty have begun to become popular, becoming the new favorite of the public in pursuit of beauty. In particular, life medical aesthetics, as a bridge between medical aesthetics and daily skin care, provides consumers with a skin care method between professional medical beauty and ordinary skin care.
With the comprehensive upgrading of consumption, the traditional way of emphasizing medical beauty has gradually been eliminated by the market, and compared with various invasive products with certain risks, the efficacy of skin care products based on the concept of life medical beauty has undoubtedly become the focus of market attention. Compared with traditional skin care products, functional skin care products pay more attention to the efficacy and targeting of products, and can provide effective solutions to specific skin problems. This market trend based on life-based medical aesthetics began to take shape, and a new era began to arrive.
2. What is the long-term value of life medical aesthetics?
In the face of the rapid development of life medical aesthetics, a number of life medical aesthetic companies have begun to emerge gradually, so how should we view the current development trend of the life medical aesthetics market, where is the future of life medical aesthetics, and which companies are worthy of attention in the development process of life medical aesthetics?
First of all, the beauty track has bottomed out, and the opportunities for subdivision of vertical development have begun to show. In previous years, the beauty industry can be said to have sprung up like mushrooms after a rain, but due to the impact of the world's public health events, the beauty industry has suffered a comprehensive decline in 2022 and experienced an unprecedented impact, judging from the data of the National Bureau of Statistics, the retail sales of cosmetics in 2022 will decline by 4.5% year-on-year, a record low. Even in 2023, the beauty industry is still hovering in a difficult market, with the total retail sales of consumer goods reaching 471495 billion yuan in 2023, a year-on-year increase of 7.25%, and the growth rate of cosmetics retail sales at 5.1% is lower than the overall growth of the market, ranking in the middle of all types of retail. As of 2024, according to Gangtise Investment Research data, the scale of China's cosmetics market in 2024Q1 is basically the same as that of the same period last year, with a slight increase in online sales, and a decline in offline sales due to the contraction of brand autonomy and changes in mass consumption habits. It can be said that the recession of the whole industry is the norm of the entire market, and all enterprises are facing greater pressure.
However, danger and opportunity coexist, the current beauty market is actually in the stage of profitability, several trends are very significant, the growth rate of domestic cosmetics brands far exceeds that of international brands, the growth rate of functional cosmetics far exceeds that of ordinary cosmetics, and the growth rate of the subdivision track far exceeds the growth rate of the macro track. For example, functional skincare products with more specialized functions are one of the tracks that has attracted much attention.
Secondly, the integration of medical beauty into life has become a trend, and the value of effective skin care products has begun to be reflected. As we mentioned earlier, the integration of medical cosmetology into life has become a new trend of medical cosmetology, and in the context of consumption upgrading, consumption upgrading is not only that consumers are willing to buy more expensive goods, but also similar to Europe and the United States. The trend of consumption development in Japan, consumers are more rational and pay more attention to the efficacy and use value of goods, which is reflected in the cosmetics market, that is, more and more consumers have begun to fully pursue the effect of medical beauty in life, which is not only the reason why the concept of medical beauty in life has begun to spread, but also the root of consumers' deep identity. Life medical aesthetics not only covers traditional medical aesthetic services, but also deeply integrates medical aesthetic technology, concepts and daily life scenes, which puts forward higher requirements for the R&D capabilities of medical aesthetic enterprises.
Throughout the development process of FUERJIA, both the genetic transformation of traditional pharmaceutical companies to the field of skin care, the formation of Class II medical dressing products and a matrix of multi-functional skin care products. Its medical background has endowed the brand with strong R&D strength and rigorous medical attitude. In this case, we might as well imagine a scene, white-collar workers finally return home after a busy day, at this time they are almost unwilling to do anything except "Ge You Lying", at this time, she wants to go out to the beauty salon or be able to carry out skin care at home, who will make a choice, this pursuit of convenience, efficiency, A private approach to beauty is undoubtedly the true value of effective skincare.
Third, the consumer mentality of the vertical track is undoubtedly more critical. Since life medical beauty has become the trend of the times, and the value of effective skin care products has also been highlighted, who can win from it? This undoubtedly considers the consumer's mind, and the construction of the consumer's mind is not an overnight effort, and it needs long-term perseverance to promote it to truly achieve a breakthrough from scratch and from 0 to 1. As we said earlier, the brand has accumulated high brand awareness since its launch in 2015, and functional skin care products and medical device dressing products have been deeply rooted in the skin care market.
In the process of brand building, Fuerjia has successfully created a professional, scientific, safe and effective brand image, and formed a deep brand mentality. This mentality was not built overnight, but was born out of the brand's consistent high quality standards, rigorous R&D process, real product results, and active social responsibility. Consumers' high recognition and loyal use of Fuerjia products have been transformed into the precipitation of brand equity, forming an invisible but powerful market barrier. These accumulated brand assets provide a solid user base for the launch of new products in the future. Whether it is user research, product testing, or post-market marketing and word-of-mouth communication during new product development, it can be quickly launched with the help of existing brand influence, reduce market education costs, and improve the success rate of new products.
In recent years, the beauty market has been changing rapidly, and the rise of domestic products in the functional track of life medical beauty is also becoming a trend. The rise of domestic beauty brands has become a phenomenon that cannot be ignored. Under the combined effect of the enhancement of consumers' identification with local brands, the prevalence of national tide culture and the improvement of the innovation ability of domestic enterprises, the competitive advantage of overseas brands in the Chinese market has gradually weakened, and the market share has been lost to emerging domestic enterprises. Domestic substitution has become the first choice of most consumers, and it naturally gives more opportunities to Erjia.
At the same time, the whole market is in a state of adjustment, many companies focusing on functional products are still at a high valuation level, this adjustment has not yet been completed to bring greater uncertainty to it, on the other hand, the price-earnings ratio of 17.6, the price-to-book ratio of 2.4, is basically in a state of market undervaluation, and then superimposed on the multi-dimensional product matrix of Fuerjia, collagen spray products on the basis of Fuerjia collagen water light repair patch, astaxanthin emulsion on the basis of Fuerjia astaxanthin tranexamic acid repair patch, Essence, centella asiatica lotion, water, cream, cleansing bubbles, etc., on the basis of Centella Asiatica Soothing and Repair Patch, many high-quality products give the market more imagination. And all this is where the real momentum of Fuerjia's crossing of bulls and bears, and even bottoming out, lies.
In the current market development process, the beauty market is experiencing a bottoming out process, with the popularization of the concept of life medical beauty, the tuyere of the vertical track has begun to appear, giving the market more possibilities. In this context, with its profound medical background, unique beauty product concept and strong market competitiveness, Fuerjia is expected to achieve more stable and sustainable development in the future. Compared with the broad development prospects, the current Fuerjia is still in a low valuation repair stage, with a low PE level and a stable business logic that give Fuerjia more opportunities and deserve more attention from the market.