The Rise Of "Beautiful Economy": The "Chaos And Governance" Of The Medical And Aesthetic Market Exceeding 100 Billion Yuan

The scale of the medical and American market is close to 200 billion yuan, but the formal institutions are less than 20%. What's wrong with this industry?

? ? On March 15, the March 15 online industry dialogue between medical and beauty held by 21st century economic report and 21st new health research institute was held by Tian Yahua, vice president of the medical and beauty institution branch of China plastic and cosmetic association, Zhang Liming, vice president of new oxygen technology and head of new oxygen risk control Committee, such as Ling Keji, vice president of marketing of new China, director of merger and acquisition services of Deloitte China Financial Consulting Co., Ltd Luo Tianjian, the team leader of the report on insight into China's medical and aesthetic market trends, focused on the medical and aesthetic industry and explored the hidden risks behind the "beautiful economy".

With the continuous improvement of the living standards of the national economy, the beauty and fashion economy has begun to rise, and the market demand for home beauty instrument, Shuiguang needle, thermomarge and other products has increased greatly. However, in the process of rapid development of the industry, there are also problems such as the rampant fake and shoddy products, the lack of product standards, and the tragedies of "beauty" changing into "disfigurement" are constantly staged. Compared with developed countries, what stage of development is China's medical and American economy, and what problems hinder the healthy and sustainable development of the industry?

At present, the penetration rate of Chinese medical and American medicine is still significantly lower than that of many mature countries. Visual China

The penetration rate of medical and American market is far lower than that of developed countries

With the development of economy, China is in the stage of consumption upgrading. Consumers have more diversified demands for appearance management and figure management. Therefore, they also put forward more requirements for medical and aesthetic services. The prospect of China's medical beauty market is broad. However, compared with the developed countries such as the United States, Japan and South Korea, there are still many obstacles to the healthy development of China's medical and aesthetic market.

Luo Tianjian, from Deloitte, said that the medical and aesthetic industry in the United States actually began to sprout in the 1980s, and has entered a relatively mature golden cycle in 2000; at this time, Korean beauty began to rise, and plastic surgery has become famous around the world around 2010; if we look back to Chinese medical and aesthetic enterprises, most of them were around 2010 It started.

On the whole, compared with other developed countries, the market penetration rate of China is only 4%, which is far lower than that of South Korea, the United States and Japan. From the technical level, there is no obvious gap between domestic surgery and Japan and South Korea. The main obstacle caused by the late start is that the resources of professional plastic surgeons in China are extremely scarce.

Luo Tianjian said that according to the statistical significance of the number of medical and aesthetic doctors per million people, there are more than 50 professional plastic surgeons per million people in South Korea, but only a few in China. Considering that the whole industry needs to rely on more professional doctors to provide mature services, but the training cycle of medical and aesthetic doctors is relatively long, and the shortage of personnel resources in this field can not be filled quickly, which may be an obstacle to the long-term development of China's medical industry.

In this regard, Luo Tianjian also said that Japan and South Korea's medical and beauty industry regulatory system is relatively perfect, and the level of customer service can be more refined.

Medical and aesthetic disorder needs joint efforts of all parties

The market acceptance of medical and aesthetic services is getting higher and higher. China's relatively weak regulatory system of the medical and aesthetic industry also provides the survival soil for "black medical beauty". Some research reports have pointed out that in the medical and aesthetic market with an annual rate of over 100 billion yuan, less than 20% of the regular medical and aesthetic institutions are established. Why is "black medicine and beauty" popular? How to guide the medical and aesthetic industry to the track of standardization and standardization?

As a listed internet medical beauty platform enterprise in China, Zhang Liming, vice president of new oxygen technology, said that in fact, according to the white paper on insight into China's medical beauty industry in 2020, only 12% of the institutions carrying out medical beauty projects in accordance with laws and regulations in 2019 accounted for 12% of the whole industry, and 15% of the 12% of the institutions were operating beyond the scope of business.

To find out the reason, Zhang Liming said that with the upgrading of national consumption, medical beauty has increasingly entered the lives of the majority of people. Under the huge interests, capital has also entered the market to boost the flames. Medical beauty, which is in a relatively secret corner, has begun to move to the front desk.

Ling Keji, vice president of marketing of Nu Skin China, also said that any emerging industry will face a series of challenges in the early stage of development, such as imperfect implementation standards and immature production technology. At this time, enterprises are required to have a high degree of self-discipline and a sense of corporate responsibility to ensure that the interests of consumers are not damaged. We should strictly control production to ensure that the interests of consumers are not damaged Ensure that the product quality is in line with or even far higher than the relevant national standards.

Zhang Liming said that from March 14, 2020 to February 25, 2021, 10902 problematic institutions were intercepted, 34905 doctors were suspected of violating regulations or exceeding the scope, and 1141157 cases of illegal and illegal medical products were suspected.

In the face of the medical and aesthetic industry self-discipline has not yet been fully formed, how to protect the rights and interests of consumers and standardize the development of the medical and aesthetic industry, new oxygen technology gives an enlightening answer. Zhang Liming said that new oxygen technology launched the strict selection plan in 2017; established the alliance of medical and American authentic products in 2019; in 2021, in addition to carrying out the self-discipline action of China's medical and aesthetic industry, it will also play the role of linking credit technology to key resources of medical and aesthetic industry, and strive to create the first "pit guide" for science popularization in China's medical and aesthetic industry with equal emphasis on authority and credibility; at the same time, through the platform Data timely provide risk early warning, optimize supervision and control, upgrade audit mechanism and so on.

In addition to industry self-discipline, government and association governance are also useful tools to guide the development of medical and aesthetic industry. Tian Yahua, vice president of the branch of China plastic and Beauty Association, said that China plastic and aesthetic association, on behalf of the medical and aesthetic industry, institutions and various stakeholders, including our upstream medical and aesthetic products suppliers and consumers, is actively communicating with the government. At the same time, we should actively cooperate with the government to complete the supervision work.

Tian Yahua also said that once a problem occurs, consumers can report to the people's Mediation Committee for doctor-patient disputes, contact the health administrative department and regulatory department, or complain to the Medical Association of China plastic and cosmetic association.

Where is the future of Chinese medical and aesthetic development?

At present, not only the demand for medical and aesthetic services is rising, but also e-commerce has brought products to ordinary people's homes. Online medical beauty marketing has also become a significant feature of the development of China's medical beauty industry. What are the advantages and difficulties brought about by online marketing and what is the future development trend of China's medical beauty?

For example, Ling Keji, vice president of marketing of new China, said that taking beauty apparatus as an example, the post-80s and post-90s are the main consumption power of beauty instruments. As the indigenous people of the Internet, personalized and technological demands make such products especially popular with them. In addition to the upgrading and diversification of domestic consumption, the value of e-commerce platform, social media and live broadcast, as well as the extensive grass planting and personal experience of people with goods, which greatly stimulated the demand of consumers and greatly shortened the time of category popularity.

Zhang Liming said that with the development of the Internet, it is more and more difficult for consumers to obtain information, and there are more and more channels. Especially with the emergence of professional medical and aesthetic vertical platforms, commodity prices, project contents and doctor's information become more transparent, which has broken the situation of information asymmetry to a certain extent. This is a good thing. However, the traditional referral platform and channel have also been transformed through this Internet way, using some low prices or some special content to induce consumers to provide their own information. Therefore, in this case, its emergence does not optimize the whole industry, which is a bad experience for the industry. Information overload leads to a mixed information environment. Consumers are often dazzled, unable to distinguish the true from the false, and are often misled by some relevant information, which is also a kind of harm to consumers.

In this regard, Luo Tianjian said that the popularization of Internet technology in terms of data and marketing allows more consumers to understand the nature and risks of many projects in the industry through their mobile phones in the future, and understand different medical and aesthetic projects through the evaluation of many real users, which plays a driving role.

Luo Tianjian also said that on the whole, "we think the Chinese medical and aesthetic industry is a very good track." Firstly, the per capita income of our people is growing steadily; secondly, it is accompanied by a consumption upgrading trend of our whole industry; thirdly, the popularization of Internet technology in terms of data and marketing can be accompanied by more sustainable development of our industry in the future.

Regarding the development of China's future medical and beauty market, Luo Tianjian responded that, given that the penetration rate of China's medical and beauty industry is still significantly lower than that of many mature countries, this market will have a very long-term growth space. In the future, we expect the whole industry to maintain a compound growth rate of 15%, and by 2025, it is expected to reach a market scale of more than 400 billion yuan.

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