上万元“童颜针”为何能卖到千元以内？新氧低价模式激化医美商战

Core Viewpoint - The low-price strategy of the medical beauty company New Oxygen has intensified conflicts with upstream suppliers, leading to resistance from multiple vendors and a significant drop in its stock price [1][3]. Group 1: Pricing Strategy and Market Impact - New Oxygen's model involves attracting customers through low prices by collaborating with upstream manufacturers of "童颜针" (youthful needle) and eliminating intermediaries to significantly reduce product costs and achieve higher profits [1][4]. - The company's pricing for "童颜针" products is substantially lower than the market average, with some products priced at 4999 yuan and 5999 yuan, compared to official prices exceeding 10,000 yuan [3][4]. - New Oxygen's aggressive pricing strategy has disrupted the market's pricing system, prompting suppliers to cut off supplies [4]. Group 2: Supplier Relations and Compliance Issues - Suppliers, including斐缦生物 and 普丽妍, have publicly declared New Oxygen as a non-compliant partner, halting supplies and labeling its sales as potentially involving counterfeit products [1][3]. - Despite supplier claims, New Oxygen continues to sell certain products, asserting that they are traceable through official channels [3]. - The compliance of New Oxygen's products is under scrutiny, as newer domestic brands may lack the long-term safety data compared to established international brands [5]. Group 3: Business Model and Industry Context - New Oxygen's business model is seen as a survival strategy in a competitive medical beauty market, leveraging excess production capacity from smaller brands to offer low-priced products [5]. - The industry comparison to smartphone branding illustrates how lower-priced products can still maintain profitability despite significant price differences from premium brands [4][5]. - The ongoing conflict with suppliers is expected to have limited deep impacts on the overall market, serving primarily to clarify positions among the involved parties [5].