Cover News Reporter Xiong Yingying
A week before National Day, Xiaowen, a post-90s generation living in Panzhihua, went to Chengdu for a "face-slimming injection" and was preparing to take good care of the National Day holiday at home. Like Xiaowen, many consumers choose to do medical beauty projects before the festival or during the National Day holiday, and many institutions have launched various promotions as early as September.
Recently, the reporter learned from some medical beauty institutions and practitioners in Chengdu that the " light medical beauty " project is still hot, while the traditional plastic surgery market has cooled down. Industry insiders remind that there are still chaos in the market such as low-price traffic and price increase sales. Consumers should keep their eyes open and choose regular medical beauty institutions.
Medical beauty institution doctors are face-to-face consultation for customers. Photo provided by the interviewee
Light medical beauty market is still hot
A medical beauty institution's National Day appointment volume has increased by about 20%
In the consumer field, many industries have the saying of "Golden September and Silver October", and the medical beauty industry is no exception. Industry insiders introduced that on the one hand, because the National Day holiday is plenty, most surgical medical beauty projects require a certain recovery period, and choosing a holiday is more conducive to recovery. On the other hand, compared with the hot summer, the weather in autumn is suitable and the ultraviolet rays are relatively low, which also avoids the skin being exposed to ultraviolet rays after photoelectric treatment.
"Especially during the epidemic in Chengdu, residents stay at home and do not go out, and have accumulated some medical beauty consumption needs." Xiao Minghui, brand manager of a medical beauty institution in Chengdu, introduced that especially in minimally invasive skin and subsequent maintenance projects, it is expected that a small outbreak will occur during the holidays. To this end, the hospital has also extended its business hours accordingly.
According to his observation, with the rise of the light medical beauty market in the past two years, consumers' attitude towards medical beauty has also changed, and their acceptance is getting higher and higher. The so-called light medical beauty generally refers to non-surgical beauty programs, such as photoelectric therapy, skin maintenance, minimally invasive injection, etc. In contrast, the growth of surgical projects that require "knife" has slowed down. "The psychological decision-making cycle for consumers in surgical projects will be longer, and there will be more concerns about medical safety."
Doctors in medical beauty institutions will face-to-face consultation for customers. Respondents provide photos
Xiao Minghui predicts that the overall number of hospital appointments during this year's National Day holiday will increase by about 10%-20% compared with usual periods, which remains at a relatively stable level compared to last year. "Although the overall market of the surgical sector is declining, light medical beauty will become more and more popular."
Sun Zeqing, general manager of another plastic surgery hospital, introduced that except for several "ace" plastic surgery surgeons, the operations of the surgery have been scheduled until October 12, and other doctors still have schedules during the National Day. Mainly due to the impact of the epidemic, some foreign customers have cancelled their appointments, but in general, there is still a slight increase.
"In previous years, it was generally not possible to schedule National Day surgery since September 25. During the National Day, we started working at 7 a.m., and sometimes we didn't get off work until 10 p.m.."
Sun Zeqing believes that the popularity of light medical beauty has diverted some consumers to a certain extent, but it is not a big impact. Although some light medical beauty projects are relatively low in price, they need to be consumed continuously to maintain the effect, and plastic surgery can be done at one time, which should be said to be different.
She said that in addition to the epidemic factors, some small medical beauty clinics have also brought certain impacts through the Internet at low prices. At present, the hospital is also actively adding new projects and departments, introducing equipment and experts and doctors, etc., to find performance growth points.
A shares The medical beauty sector encountered a setback before the festival
The industry chaos still needs to be wary of
Currently working in a health management agency and has more than ten years of experience in the medical beauty industry, Hu Lan said that young people in their early 20s are keen on traditional plastic surgery, while older customers prefer anti-aging medical beauty projects, and their consumption frequency and preferences are relatively fixed. "The epidemic will definitely have an impact on the medical beauty industry, but it will not be particularly great. We will still do what we should do."
In her opinion, information dissemination is becoming more and more timely and transparent, and the possibility of being deceived is decreasing, but chaos such as low-price traffic and price increase sales, sales prepaid cards run away still exist. "If you must avoid pitfalls, try to choose large and formal beauty institutions."
According to a report by research institution FrostSullivan, China has become the world's third largest medical beauty market. The market size will reach RMB 189.12 billion in 2021 and is expected to reach RMB 399.81 billion in 2026, with a compound growth rate of 16.2% in the next five years. Among them, non-surgical projects account for about 60%.
In the domestic injection medical beauty market, hyaluronic acid filling is also one of the most popular projects, and it has also made many raw material companies make a fortune. Taking the "three giants" of A-share hyaluronic acid , hyaluronic acid , Aimeike , and Haohai Biotechnology as examples, in the first half of 2022, the three companies achieved revenue of 2.935 billion yuan, 885 million yuan and 968 million yuan respectively, a year-on-year increase of 51.58%, 39.70%, and 13.69%.
Figure According to Huaxi Biological semi-annual report
Huaxi Biological semi-annual report cited relevant institutions data, the global hyaluronic acid raw material market sales in 2021 reached 720 tons, with a compound growth rate of 14.4% from 2017 to 2021, and is expected to reach 1285.2 tons in 2026.
However, the market performance of the three companies has been unsatisfactory recently. In the past half month, the stock prices of Huaxi Biotechnology, Aimeike and Haohai Biotechnology have fallen by 12.12%, 7.29 and 8.63% respectively, and the medical beauty sector has fallen by 8.18%.
A securities firm has a research report that the obvious decline in the medical beauty sector is mainly due to market concerns about changes in industry policies. Through tax audit crackdown channels and other rumors of medical beauty and China Consumers Association 's comments on the overlord terms of the medical beauty field have caused market concerns. If the rumor is true, the long-term institutional side may face changes in channel structure, but there is no obvious suppression of consumer demand as a whole. Under the compliance and standardized regulatory thinking, compliant pharmaceutical and device manufacturers and compliant medical beauty institutions are expected to benefit in the long term.
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