从“实用主义”到“改善型消费”：医美消费者的理性觉醒

Core Insights - The Chinese medical aesthetics market is transitioning from "pragmatism" to "improvement-oriented consumption," reflecting an upgrade in consumer perception of beauty and marking a new phase of rational development in the industry [1] Trends - Generational Shift in Consumer Motivation: Early consumers focused on functional needs like scar removal, while current consumers prefer quality enhancement through non-surgical procedures, with over 60% of demand in cities like Chengdu centered on maintenance and anti-aging projects [3] - Natural Aesthetic Standards: There is a shift away from exaggerated "internet celebrity" looks towards natural aesthetics, with a preference for subtle enhancements that are less noticeable [4] - Professionalization of Decision-Making: The decision-making process has lengthened by 20%, with consumers now conducting thorough research on institutions and materials before making choices [5] Driving Factors - Rise of Consumer Sovereignty: Increased transparency in medical aesthetics has empowered consumers to demand customized solutions rather than standardized packages, aligning with the characteristics of the "fifth consumption era" [7] - Regulatory Policies and Industry Standardization: Stronger national regulations are accelerating industry cleanup, with standardized management of procedures like "photonic rejuvenation" and "ultrasound" expected to reduce consumer risk [8] - Technological Advancements and Product Innovation: New technologies such as polylactic acid (youthful injections) are projected to grow at a compound annual growth rate of 31.2% from 2025 to 2027, supporting the shift towards improvement-oriented consumption [9] Industry Impact - Transformation of Institutional Operating Models: Leading institutions are moving away from low-price strategies to build a "technology + service" moat, focusing on high-end clientele and professional service capabilities [11] - Precision in Product Development: Companies are increasingly targeting niche markets with specialized injection products, with the market for collagen-based projects expected to grow from 3.7 billion yuan in 2021 to 13.7 billion yuan by 2027 [12] - Comprehensive Service Process Management: There is a growing demand for post-operative tracking and complication management, with some institutions introducing "medical beauty insurance" to ensure safety and effectiveness [13] Future Outlook - Market Segmentation and Demand Layering: The trend of budget polarization is intensifying, with high-end markets focusing on expensive anti-aging and regenerative medicine projects, while the mass market centers on affordable light medical aesthetics [14] - Experience Upgrade Driven by Technology: The integration of AI and 5G technologies is expected to lead to smarter and more immersive medical aesthetic services, enhancing consumer experience [15] - Ethical and Aesthetic Rebalancing: The industry must be cautious of "over-medicalization" risks, emphasizing the importance of educating consumers on the medical essence of aesthetics to foster a healthier perception of beauty [16]