Medical beauty consumption: "Town youths" have high enthusiasm, and "post-00s" men are the main growth point

  Our reporter Huang Xiao, Liang Jun, Dong Xiaohong

  This year's Spring Festival, medical beauty institutions have become the "sweet and pastry" chased by young people. The "beauty three-piece" has also changed from nail art, hair dyeing, and eyelashes to the current water injection, botulinum toxin, and hyaluronic acid.

  Inspired by the online discourse of "March will not be beautiful, April will be sorrowful", the enthusiasm for making a little "small change" to welcome the spring continues, and the groups seeking beauty have also changed.

  From cities to rural areas, "small town youths" have a high enthusiasm for pursuing the beauty

  Chen Shanshan, a white-collar worker in Hangzhou, returned to her hometown in Xinxiang, Henan Province during the Spring Festival. She found that her cousin, whom she hadn't seen for two years, had changed a little.

"I feel a lot younger than when I saw it two years ago, the skin has improved, and the eyes seem to be more energetic."

  Driven by curiosity, she asked her cousin.

"It turned out to be a hydration injection and hyaluronic acid from a friend. The cousin said that because it is a'personal studio' in the county, the price is much cheaper than that in the city."

  Chen Shanshan was a little surprised. She once thought that injections and medical beauty treatments were only the pursuit of young people and wealthy people in the city.

"Small town youth"'s pursuit of beauty is not inferior to that of urban people.

  In the western region of Gansu, more and more public hospitals have opened plastic surgery departments, so that those seeking beauty can "beautify" at their doorstep.

In recent years, there has been an endless stream of people who come to the Second People's Hospital of Gansu Province for plastic surgery. The department conducts more than 40 cosmetic and plastic surgery-related operations every month. It also regularly invites Korean experts to Lanzhou to carry out routine cosmetic surgery and technical guidance.

  Wang Yongxiang, the chief plastic surgery surgeon of the hospital, has also successfully “transformed” from a burn department doctor who deals with trauma to carry out all kinds of plastic surgery.

  "In the past, doctors in regular hospitals felt that it was not a good job to perform plastic surgery such as double eyelid cutting and eye opening." He recalled that a few years ago, he participated in an academic conference in the plastic surgery industry in Beijing and other places, and there were very few experts, but In recent years, it has reached thousands of people.

  From "her economy" to "other economy", hair transplant products have become "sweet rice cakes"

  Xinhua Daily Telegraph reporter's investigation found that male consumption in the field of medical beauty is on the rise.

  According to the 2020 "China New White-collar Consumer Behavior Research Report" released by a consulting agency, in 2020, nearly 20% of male white-collar workers will spend 1131 yuan in medical beauty and skin care per month, which is the same as women's 1197 yuan.

  Men are no longer the "insulators" of medical aesthetics consumption, and "other economy" has also ushered in a "highlight moment".

During the "Double Eleven" period in 2020, some e-commerce platforms recorded a 7-fold increase in the number of orders for medical aesthetics and medical services, becoming the most popular life service item, with an average customer unit price of 6,300 yuan, of which nearly 30% of the orders came from men consumer.

  Among the interviewed groups in the "China New White-collar Consumer Behavior Research Report", 72.73% of male white-collar workers have tried facial treatments, 58.8% have tried small medical procedures such as water acupuncture, thermomaggi, and photon skin care, and 46.52% have tried facial treatments. I have used services such as eyebrows, eyeliner, eyelashes and other services...Men who try medical aesthetics are younger. The proportion of men who try medical aesthetics from 19-22 years old has surpassed that of women, and "post-00s" men have become the main force in medical aesthetics consumption. growth point.

  Li Jialun is a plastic surgeon at Union Hospital of Tongji Medical College of Huazhong University of Science and Technology, and is also a real plastic surgery experience school.

He has done liposuction, hyaluronic acid, botulinum toxin, photorejuvenation and ultrasonic knife.

For the hair transplants that many male beauty seekers are keen on, he also shared his real experience on Weibo.

  Li Jialun said that these sharings are on the one hand because they have hair loss concerns and indeed have hair transplant needs. On the other hand, they hope to tell everyone the truth from the perspective of professional doctors, so as to prevent consumers from "stepping on pits" due to partial belief in advertisements.

  The age distribution "dualization" spreads, and the medical beauty industry has entered an "explosive period"

  People's attitudes towards medical beauty are constantly changing.

In the past two years, hyaluronic acid and face-lifting injections have become "lunch beauty", which everyone can enjoy, and medical beauty has become regular.

  The youngest is twelve or thirteen years old, and the oldest is eighty years old. Many plastic surgeons have the same feeling: Although young people are the mainstream consumer group, the age boundary of the medical beauty consumer continues to extend to both ends.

  "There are mothers who brought my teenage daughters to come to me for advice on removing moles and improving drooping eyelids, and there are also veteran actors in their 70s who hope to extend the life of art by improving facial skin conditions." Li Jialun said.

  Wang Wenjun, director of the Comprehensive Supervision Bureau of the Gansu Provincial Health Commission, said that the age structure of medical and aesthetic consumers has changed. In the past, it was mainly young and middle-aged women. Now there is a trend of younger age. Some middle school students will choose to cut double eyelids, nose plastic surgery, or eliminate small faces. defect.

Elderly people are treated for wrinkle removal, spot removal and other minor plastic surgery.

  The formation of normalized medical aesthetics consumption habits is the epitome of the rapid development of China's medical aesthetics industry.

Interviewees said that since the medical beauty industry is an important part of the "beauty economy", it has the characteristics of high added value and strong driving force. , Cars, tourism, the fourth largest consumption hotspot.

  Some cities have established medical beauty as a key point of regional economic growth. For example, Chengdu is planning to build a "medical beauty capital".

According to the plan, the operating income of Chengdu's medical beauty industry will reach 100 billion yuan by 2025 and 200 billion yuan by 2030.

  Since the second half of 2020, the concept of "medical beauty" has also become the "new favorite" of capital.

According to the “2020 White Paper on Medical Aesthetics Industry” released by the agency, under the impact of the epidemic, China will add 5,150 new medical and aesthetic institutions in 2020, with a market size of 197.5 billion yuan, accounting for 17% of the global share.