假期医美经济火热 “悦己消费”正重塑市场格局

Core Insights - The medical beauty market in China experienced a surge in consumption during the National Day and Mid-Autumn Festival holidays, with a notable increase in male consumers seeking treatments such as hair transplants and botulinum toxin injections [1][3][4] Market Trends - The demand for medical beauty services has been driven by younger consumers, particularly those born in the 1990s and 2000s, who are increasingly incorporating beauty treatments into their self-care routines [3][4] - The rise in male consumers is significant, with many seeking specific solutions for issues like hair loss and wrinkles, indicating a shift in attitudes towards medical beauty among men [4] Promotional Activities - Prior to the holidays, many medical beauty institutions launched new low-priced products and promotional activities, with discounts of 20% to 30% compared to regular prices [5] - The introduction of competitively priced treatments, such as the "童颜针" (youthful needle) priced at 2999 yuan, reflects a strategy to attract consumers during the holiday season [5] Consumer Behavior - Consumers are becoming more discerning, often conducting thorough research on institutions and practitioners before making decisions, indicating a shift towards more informed and rational consumption [6][7] - There is a growing awareness of the risks associated with low-priced treatments, with consumers sharing experiences of adverse effects from cheaper options [5][7] Regulatory Environment - The regulatory landscape is tightening, with government agencies conducting crackdowns on illegal medical beauty practices, focusing on issues like unlicensed operations and false advertising [7]