不花大钱就“有面子”，轻医美成青岛消费者“新年货”

Core Insights - The trend of "light medical beauty" is becoming increasingly popular among consumers, especially young people, as they view it as a new year gift, with many purchasing discount packages for treatments like hyaluronic acid injections and photon rejuvenation [1][21] - The acceptance of light medical beauty is rising, driven by lower prices and social media recommendations, making it more accessible to a broader audience, including men [3][6][7] Group 1: Consumer Behavior - Young consumers are increasingly treating light medical beauty as a "new year gift," with many purchasing packages that save them money compared to individual treatments [1][21] - Social media platforms, particularly Xiaohongshu and Meituan, are key channels for consumers to discover and evaluate light medical beauty options, with price being a significant factor in their decision-making [3][6] - Male participation in light medical beauty is growing, with over 20% of consumers being men, reflecting a shift in societal perceptions [6][7] Group 2: Market Dynamics - The light medical beauty market is characterized by intense price competition, with some treatments being offered below cost, indicating a highly competitive environment [16] - Institutions are responding to the demand by creating targeted promotional packages for the new year, which include popular treatments like photon rejuvenation and water light needles [9][21] - The average customer spending in the local medical beauty market has increased significantly, with a reported 125% year-on-year growth in average transaction value [17] Group 3: Industry Insights - The light medical beauty sector is witnessing a shift towards more affordable and accessible treatments, with many consumers now willing to spend hundreds rather than thousands on procedures [9][21] - Institutions emphasize the importance of compliance and service quality to differentiate themselves in a crowded market, as consumers prioritize safety and effective results [15][20] - The market is seeing a demographic shift, with a significant portion of consumers being under 30 years old, indicating a trend towards younger individuals seeking beauty treatments [17][20]