“After 80, spray Shenxian Shui, 90 after hydration light needle”
On August 7, 2019, the “New Oxygen 2019 Medical Aesthetics White Paper” was released in Beijing.
In the past five years, the New Oxygen Big Data Research Institute’s annual “New Oxygen and Medical Industry White Paper” based on platform consumption data has continuously recorded the great changes after the Internetization of China’s medical and beauty industry, and hopes to provide reference and direction for the development of the industry.
This year’s white paper shows that China’s medical and beauty market is still developing at a high speed. In April 2019, the Frost & Sullivan survey showed that the consumption of Chinese medical treatment in 2017 was 16.29 million, second only to the US 16.43 million, and China’s annual growth rate was 26.4%, far exceeding the US 3.9%. Based on this calculation, the consumption of Chinese medical beauty in 2019 will exceed that of the United States, Brazil, Japan, South Korea, and other medical and beauty consumers, ranking first in the world.
At the same time, in 2018, the number of medical treatments per thousand people in the major medical and beauty countries was 14.8 in China, 51.9 in the United States, 27.1 in Japan, and 86.2 in Korea. There is a lot of room for permeability.
The growth of China’s medical and beauty market is mainly due to the increase in penetration rate, including the entry of a new generation of consumer groups, the sinking of the market and the anti-aging of medicine will become mass consumption.
First of all, the effect of the unbalanced development of the Internet in the region has been truly presented in the field of medical beauty. The proportion of consumer users in new first-tier cities in China has surpassed that of first-tier cities for the first time and has become the biggest thrust of market growth.
The 90s generation as “Internet Indigenous People” is moving towards 30 years old. After 70 and 80, I was keen to study the ingredients of eye cream. The post-90s generation believed in the anti-aging effect of medicine. This also confirms that medical beauty is “out of the circle” from the small plastic surgery market, and enters the vision and life of the mass consumer group.
Under the social medical policy, the medical and beauty industry is also rapidly standardizing, and the doctors with qualified qualifications and technical strength are welcoming the professional golden period. According to the White Paper, the number of doctors with a GMV of over one million in the new oxygen platform increased by 70% this year to 423, and the per capita wealth was 2.03 million.
China’s medical and beauty consumption entered the 2.0 era: the rise of the new front line, medical anti-aging to the mass market
The vast number of cities below the first-tier cities in China still have huge market growth potential. The “White Paper” shows that consumers in first- and second-tier cities are more mature, have more knowledge about medical aesthetics, and have higher consumption conversion rates. The third- and fourth-tier cities are still in the stage of market education. Users ask more and consume less. In 2019, the number of private users of the new oxygen platform is 4.31 times that of the number of orders.
The portraits of typical medical beauty consumers on the new oxygen platform are: average age 24.45 years old, females account for 90%, March heartbeat, pre-holiday light medical beauty, holiday surgery.
The difference between the medical beauty market in different cities is also reflected in the difference in consumption items. Through the “Chinese medical beauty consumption map” in the “White Paper”, we can see that the medical beauty of the first-tier cities is more about the impact of stress, such as fat, hair loss, and old age. The new first- and second-tier cities are more focused on the beauty and “sex” feelings. For example, the most popular handcuffs in Nanjing, Jinan private projects accounted for 1 times higher than the second.
In addition, the new oxygen big data shows that in the past year, the growth rate of non-surgical facial rejuvenation projects reached 92.64%, becoming the fastest growing field.
New Oxygen Prediction, in the next 10 years, with the 90s generation entering the 30-year-old age group, Chinese medical beauty consumption will also be similar to the Japanese trend, that is, medical anti-aging becomes the daily self of the mass consumer group.The way to upgrade replaces some of the high-end cosmetics and lifestyle beauty markets.
In addition, from the aesthetic and aesthetic orientation of the medical aesthetics, the Chinese “love face” and “love is slim.”
According to the new oxygen big data, the consumption of head and face surgery in China’s online market is expected to exceed 738,800 in 2019, and the latest data disclosed in the United States is 420,400. The Chinese people do the most in the face of face fat filling, rhinoplasty, eyelid surgery, facial lifting and pad chin.
In the body surgery program, liposuction is the most popular in China, and the proportion of Chinese liposuction surgery in total medical beauty consumption is already higher than that in the United States. The liposuction rate in China’s high-tier cities is significantly higher than that in low-tier cities. Beijing is the largest household of liposuction, and one in every five people who are liposuction in the country.
Unexpectedly, the breast augmentation project is not as popular in China as it is supposed to be. The White Paper shows that chest surgery accounts for less than 1% of total consumption, which may be related to East Asian culture and aesthetics. But as anti-aging needs rise, breast enhancement projects may see a wave of rapid growth.
About the injection class of the medical beauty entry-level project, the consumption situation in the past year is still a big part. At present, the proportion of injecting medical beauty in China’s total consumption is 57.04%, which is much higher than the US 44.17% and Japan’s 42.08%. If there are 100 pillars supporting China as a global consumer of medical beauty, then 57 of them are injecting medical beauty.
Injection of medical beauty has two major categories of products, the first is hyaluronic acid, and the second is botulism. Among them, hyaluronic acid is the most popular, and every 100 people do injections of medical beauty, of which 67 people are playing hyaluronic acid. Hyaluronic acid has two main functions, one is filling, such as pad chin, rhinoplasty, filling the law, etc.; the second is to improve the skin condition, such as the main component of the water-light needle is hyaluronic acid. According to the new oxygen big data, the most popular use of hyaluronic acid-related products is the chin. In the past year, more than 100,000 users have placed the product on the new oxygen platform, up 21.5% year-on-year. Among the hyaluronic acid-related products, the fastest growth was full face filling and facial fine lines, with growth rates of 88.61% and 209%, respectively.
New oxygen “Millions of doctors” per capita create a rich 2.03 million doctors and doctors into a hot career
In 2009, the former Ministry of Health took the lead in practicing doctors in some areas, and it has been 10 years since 2019. Medical beauty has become the most market-oriented consumer medical field, and medical doctors are the first beneficiaries after the policy is released.
New oxygen big data shows that in 2019, the number of GMVs in the new oxygen platform was increased by 174 in 2018, reaching 423, and the average annual income in the new oxygen was 2.03 million yuan. Their average customer price increased by 31.53%. The average age of these doctors who are both fame and fortune is 40.24 years old, and the master’s degree is over 80%.
Professional technology and good use of Internet tools to communicate with medical beauty consumers is the commonality of the new oxygen “Million Doctors”. The data shows that “Million Doctors” have settled in the new oxygen for 763 days. In the past year, the average person received 1953 questions, answered 658 questions, wrote 37 posts, and the content was opened by 98.17 million people. After that, it was considered useful by 2,974 people, and 782 people sent out private letter consultations, resulting in 735 appointments, forming 511 orders. Consumers have written 1,268 plastic diaries, forming an endorsement of their abilities.
The nose is the place where the new Oxygen Million Doctor is born, followed by the eye. The new oxygen forecast future eye and nose is still the main field of the birth of “big coffee” doctors. Other areas that can be grown are anti-aging, anti-aging, problem repair, and private plastic surgery. These three areas may grow due to future demand. Can be expected, or be optimistic due to technical difficulties.
The report of many new occupations shows that with the medical beauty entering the era of mass consumption, doctors of medical beauty have gradually become popular professions, and even become popular in the market.
The Internet further penetrates medical beauty and promotes rapid standardization in the industry
According to the new oxygen big data, the top five projects with the highest average price in 2019 were 22,268 yuan for facial contour surgery, 15,101 yuan for breast augmentation surgery, 14324 yuan for breast augmentation surgery, 13473 yuan for breast enhancement, and 10,536 yuan for rhinoplasty. In addition to food, clothing and housing, the 10,000 yuan medical beauty project can also be “buy and buy” on the Internet.
On the one hand, the Internet allows consumers across the country to enjoy medical resources more equitably. On the other hand, it should be noted that medical beauty is essentially a medical behavior, and medical risks are natural and different from clothing, food and shelter.
For example, the awareness of the safety and security of Chinese medical and beauty consumers is urgently needed. In the past year, New Oxygen gave away 730,000 medical beauty accident insurance benefits to platform users free of charge, but only 13.74% of users filled out the complete insurance information and obtained the protection; 86.26% of the users did not complete the insurance.This means that many consumers do not view medical beauty as a risky medical practice.
New Oxygen also said that in 2019, the comprehensive protection of consumer medical care for platform users will be listed as a strategic focus. Taking insurance as an example, in the future, new oxygen for the user’s basic security will be given to users. At the same time, it will provide consumer medical insurance for the whole process of some projects, and provide insurance coverage from the whole process of user purchase, participation in medical behavior, and medical risks.
The high-speed development period of the industry is often a process from non-standard to normative. Consumers’ awareness of the profession, safety and security of medical beauty has just begun to enlighten, and the practitioners in the medical and aesthetic industry are mixed, and the regulatory level is facing increasing challenges. Just like the progress brought by the Internet in other industries, the medical beauty platform should also take more responsibility in the process of industry standardization, play more value, and narrow the information gap between supply and demand through the platform to help consumers build More mature and rational medical and aesthetic consumption concepts also make illegal and irregular behaviors on the platform.