Some lead to low prices first, and then persuade consumers to increase their orders; some provide inferior products, and it is difficult for consumers to distinguish true from false
What kind of "medicine" are you selling for low-priced Shuiguang Injection?
Our reporter Zhao Chen
Nowadays, medical beauty marketing is everywhere in social platforms, pop-up advertisements, live broadcast rooms and even elevators.
"Economy of beauty" is at the forefront, and Shuiguang Needle is an entry-level project for many novices in medical aesthetics.
As a popular category of "light medical beauty", the water-light needles that do not need to move the knife and have a fast recovery speed are hotly promoted by the merchants.
The price of Shuiguang needles on the market ranges from tens of yuan to several thousand yuan.
The price difference is so big, is there a hidden routine behind it?
A reporter from the Workers’ Daily conducted an investigation.
The price is as low as tens of yuan
"Krypton gold for the skin, moisturizing and delaying aging, I am willing." On July 10, Ms. Lin came to a medical beauty institution. After applying anesthetics, the doctor injected hyaluronic acid, collagen and other nutrients Into the skin.
The project Ms. Lin consumes is called Shuiguangzhen.
It is understood that the injection of water-light needle is a type of mesodermal therapy. When injecting, it is necessary to use a water-light gun to inject nutrients such as hyaluronic acid and collagen into the dermis.
Due to different injection ingredients and manufacturers, a wide variety of products have appeared on the market.
Shi Fang, a doctor at a medical beauty hospital, said that water-light acupuncture and face-lifting acupuncture belong to the "lunch break beauty" project, which does not require knife operation, short operation time, and fast recovery speed. In the fast-paced life, it satisfies consumers of different ages. The need for beauty.
According to iiMedia Consulting's data, China's "light medical beauty" user market will reach 15.2 million in 2020, and it is expected to increase to 18.13 million in 2021.
As a popular category of "light medical beauty", Shuiguang Needle is popular among merchants and consumers. At present, the price of Shuiguang Needle on the market ranges from tens of yuan to several thousand yuan.
Many medical and aesthetic organizations have launched promotional activities to attract consumers to experience the store.
The reporter browsed a medical beauty platform and found that a 2ml water-light needle was popularly promoted in multiple medical beauty institutions, and the price ranged from 98 yuan to 499 yuan.
Another 7ml water-light needle is priced at nearly 2,000 yuan.
Hidden routines behind
Many practitioners in the medical aesthetics industry told reporters that the normal selling price of a big brand and a well-recognized Shuiguang needle on the market will not be too low.
There are three situations for low-priced injections. One is that the injection is launched by medical aesthetics institutions to expand customers, the other is that the injection is an unknown product or the cost is low, and the third is that the product is a "black injection."
"If it is a regular product, the low-priced water-light injection should be a Tuoke product launched by the institution." said Zhang Qiqi, a nurse at a medical beauty institution. Whether the injection can be made depends on whether the institution is formal and whether the product is genuine.
"After entering the store, we will do skin testing for customers first, and there will be some problems. We will strongly recommend upgrading orders if they are attracted by low prices." Gao Ningxiang, a reporter at a medical aesthetics institution in Dongcheng District, Beijing It was revealed that the launch of low-priced products will be included in the cost of customer extension, and the cost of non-surgical medical aesthetic projects ranges from 300 yuan/person to 500 yuan/person.
Gao Ning said that consultants at medical and aesthetic institutions usually use skin care effects as an excuse to persuade consumers to buy more expensive products.
In addition, limited low prices, discounts when applying for cards, deposits reserved for products, full reduction of recharges, etc. are also common routines.
"If there is no agreement, in the end, the agency may tell consumers not to inject on the grounds of skin sensitivity and so on."
"There is also a low-cost injection is the'black injection'." Zhang Qiqi said that some medical and aesthetic institutions will promise to disassemble the medicine face-to-face and scan the code face-to-face, but the two-dimensional code and the injection are genuine and difficult for consumers to identify.
According to the "Insight White Paper on China's Medical Beauty Industry in 2020" released by iResearch, the current rate of genuine injections in the medical beauty market is only 33.3%.
Do not promote impulsive medical beauty consumption
Medical beauty is not "magic", there is no "one needle forever".
According to industry insiders, taking the water-light acupuncture project as an example, it is actually filling the depressions of the skin with drugs. As the drugs are degraded and absorbed, if you want to maintain the effect, you need to inject again at intervals.
“Injection of water-light injection can be paid in installments, evenly spread to each month, there will be an illusion that the cost is small. Although there is no mandatory consumption, there will be a strong repurchase impulse and willingness.” Some consumers said that in institutions and platforms It’s hard not to be "brainwashed" under the marketing.
"As soon as I entered the medicine, the beauty was as deep as the sea, and the wallet was a passerby from then on."
The reporter's investigation found that a number of medical aesthetics institutions launched Huabei installment service, a shuiguang acupuncture priced at 499 yuan, installment in December, only 35.74 yuan per month.
For groups with weak spending power, some consumer finance companies even launched consumer credit products such as "medical beauty loans".
Some consumers inexplicably get loans under the routines of institutions.
"We do not advocate impulsive medical aesthetics consumption. Consumers should choose regular medical institutions and professional doctors for consultation and operation based on their own basic and psychological needs." Shi Fang said.
(At the request of the interviewees, Zhang Qiqi and Gao Ning are pseudonyms)