万元一支的“童颜针”开打价格战

Core Viewpoint - The medical beauty industry in China is experiencing a price war, particularly with the "童颜针" (youthful needle) products, as prices have significantly dropped from over 10,000 yuan to around 5,000-6,000 yuan, indicating a nearly 50% reduction in price [1][3][10]. Industry Trends - The overall growth rate of the Chinese medical beauty market is expected to slow down by 2025, prompting institutions to engage in price competition to attract new customers [3][10]. - The rapid approval of various "童颜针" products has led to increased competition, with nearly 20 companies currently in the registration process for similar products [10][12]. Pricing Strategies - New players like 新氧 (Xinyang) have introduced their "童颜针" at significantly lower prices, with some products priced as low as 2,999 yuan, representing a price drop of 70-80% compared to the market average of over 12,800 yuan [6][10]. - Established brands are also adapting by launching lower-priced variants to capture a broader consumer base, as seen with 圣博玛 (Shengboma) introducing smaller packaging options [8][9]. Market Dynamics - The competition is not only based on price but also on product differentiation and marketing strategies, as companies are now focusing on specific consumer segments [12][14]. - The shift in pricing strategies reflects a broader trend in the medical beauty sector, where companies are increasingly required to justify their prices through quality and service rather than relying solely on brand prestige [12][15]. Consumer Insights - The target demographic for medical beauty services is primarily urban women aged 25-45, with a growing acceptance of mid-range pricing for services, indicating a shift in consumer behavior towards value for money [14][15]. - Consumers are becoming more discerning, considering factors such as product authenticity and the experience of the injecting physician, which adds complexity to the marketing strategies of medical beauty institutions [14][15].