大厂抢跑入医美“围城”

Core Insights - The medical beauty sector is becoming a strategic focus for major companies, driven by the need for medical professionalism, commercial sustainability, and social responsibility [1][3] - JD.com has entered the medical beauty market with its first self-operated clinic opening in Beijing, indicating a competitive landscape with other giants like Alibaba, Meituan, Douyin, and Tencent already involved [2][4] - The competition is centered around high-value users and high-profit scenarios, making differentiation crucial for success [3] JD.com's Strategy - JD.com has adopted a direct approach by opening self-operated clinics and has partnered with New Oxygen, a leading internet medical beauty platform, to enhance its service offerings [5][6] - The company has established direct supply chain collaborations with top manufacturers, creating a short-chain model that reduces costs by eliminating intermediaries [7] Comparison with Competitors - Meituan, while entering the market earlier, has focused on a consulting and intermediary role rather than direct operation, leveraging its local service platform for traffic [8][9] - Alibaba's strategy mirrors Meituan's, acting as an intermediary while integrating medical beauty with its consumer finance services [9][10] - ByteDance has taken a more aggressive approach by acquiring medical institutions and launching its own medical beauty services, albeit entering the market later than others [10][12] Market Dynamics - The medical beauty industry is characterized by high profit margins, with midstream institutions enjoying gross margins of 40%-55% and downstream margins reaching 60%-80% [14] - The market is projected to grow significantly, with estimates suggesting it could reach 399.8 billion yuan by 2026 and 638.2 billion yuan by 2030, reflecting a compound annual growth rate of 12.4% [14] Challenges and Considerations - Major companies face structural challenges and competition for market share, with user engagement and budget constraints becoming critical issues [13][15] - The medical beauty sector is described as a "walled city," indicating intense competition and the need for companies to establish trust and credibility in a market where mistakes can have severe consequences [18][21] - Building a trust barrier through technology and compliance is essential for companies to succeed in the medical beauty space [21][22]