玻尿酸医美，获客困难下的隐秘乱象

Core Insights - The medical beauty industry in China is experiencing a significant increase in male consumers, with a 27% rise in spending in 2023 compared to the previous year, indicating a growing acceptance of aesthetic procedures among the general public [3] - However, this surge in demand is accompanied by a rise in marketing pitfalls, as many consumers fall into traps set by aggressive sales tactics and misleading information [3][12] Industry Challenges - The medical beauty sector is facing severe challenges, with market growth rates declining from 30% in 2021 to just 15% in 2023 due to increased regulation and scrutiny following past market excesses [4] - The total financing in the medical beauty industry dropped to 10.3 billion yuan in 2023, a 64% decrease from the peak of 28.6 billion yuan in 2021, with the number of financing events falling by 76% [5] - The average price of hyaluronic acid raw materials has decreased by 40.95% from 210 yuan per gram in 2017 to 124 yuan in 2021, while the price of end products has dropped by 28.64% from 1557 yuan per bottle to 1111 yuan during the same period [5] Marketing Trends - The industry is increasingly relying on various marketing strategies, including commission-driven models that incentivize referrals from social influencers and high-pressure sales tactics [13][14] - A notable trend is the emergence of strategic alliances between medical beauty institutions and high-end brands, which allows for resource sharing and targeted marketing to affluent consumers [15] - Online marketing has become a crucial battleground, with 84% of light medical beauty orders being placed online by 2022, up from 62% in 2017 [8][11] Product Shifts - There is a growing preference for composite products containing collagen or regenerative materials over pure hyaluronic acid, as these alternatives are perceived to be more stable and have fewer long-term side effects [6] - The market for regenerative medical beauty injectables is projected to reach 11.52 billion yuan by 2027, with a compound annual growth rate of 54.73% [6] Consumer Concerns - Consumers are increasingly facing privacy risks and lack of transparency regarding the sourcing and quality of self-branded hyaluronic acid products offered by medical beauty institutions [19] - The reliance on aggressive marketing tactics and the potential for misleading information raises concerns about the sustainability of the industry's growth and consumer trust [19][20]