Yang Zi Wan Bao Wang·2025-09-19 13:21Core Insights - Emerging markets are becoming a significant growth driver for the medical beauty industry, leading to a more balanced industry structure [1] - The "Leading Plan" initiated by Meituan in 2025 aims to support quality medical beauty institutions in emerging markets and provide consumers with reliable services [1] Group 1: Market Trends - By 2025, the proportion of medical beauty consumers registered in second-tier and lower cities is expected to rise, indicating increasing penetration and popularity in emerging markets [1] - In the first half of 2025, the daily traffic for medical beauty in Nanjing grew nearly 30% year-on-year, with the average transaction price exceeding 800 yuan, reflecting over 50% growth [2] Group 2: Consumer Insights - Female consumers dominate the local medical beauty market, accounting for 87%, with over 54% of consumers aged 30 and above, indicating that mature women are the primary demographic [1] - In terms of purchasing behavior, 25% of consumers are motivated by repeat purchases of similar medical beauty projects, while 25% are driven by age-related anxiety [2] Group 3: Operational Insights - The success of medical beauty institutions relies not only on technical expertise but also on effective operations, with Meituan leveraging its data and industry insights to assist emerging institutions in digital transformation [1] - The insights gathered from local consumer data can help medical beauty institutions refine their operational strategies, allowing for more targeted marketing efforts [2] Group 4: Future Plans - Meituan's "Leading Plan" will expand to more emerging cities, aiming to connect quality medical beauty institutions with local users, providing experiences comparable to first-tier cities [2]