So-Young(US:SY) 格隆汇APP·2025-07-29 08:52Core Viewpoint - The Chinese cosmetic medical industry is transitioning from "wild growth" to "quality stratification," with rapid technological advancements, clearer regulatory frameworks, and increasing consumer sensitivity to safety and pricing. The ability to achieve "standardized delivery + brand mindset + deep industry chain" will define the next decade's game rules [1]. Group 1: Business Structure and Expansion - New Oxygen has reached a significant milestone with 31 stores, becoming the largest chain in China's light medical beauty sector, with chain business revenue becoming the largest source of income for the group [1][2]. - The company is exploring whether the current high gross margin and low net profit phenomenon in the medical beauty industry can be fundamentally changed through strategic expansion and business model transformation [2]. Group 2: Market Positioning and Target Audience - The target demographic for New Oxygen is primarily the middle class, with an annual income around 100,000 yuan and a medical beauty budget of approximately 15,000 yuan, focusing on women aged 30 to 40 [22]. - The company aims to make medical beauty accessible to a broader audience, similar to the model of Sam's Club, by providing high-quality services at competitive prices [21][25]. Group 3: Operational Strategy and Differentiation - New Oxygen employs a strict recruitment process for doctors, categorizing them by skill level to ensure high-quality service delivery for standardized medical beauty procedures [24]. - The company emphasizes digital management over traditional human management to efficiently scale its operations, aiming for over 1,000 stores in the long term [26][28]. Group 4: Industry Challenges and Competitive Landscape - The medical beauty industry in China is highly fragmented, with over 20,000 institutions, where the majority are small, single-location clinics. New Oxygen's 31 stores represent a significant achievement in a market dominated by small players [26][27]. - The company faces challenges from traditional medical beauty institutions that have historically focused on high-end clientele, making it difficult to standardize services across the industry [27]. Group 5: Vertical Integration and Supply Chain Management - New Oxygen is pursuing vertical integration within the medical beauty industry, aiming to control both upstream and downstream operations to enhance cost efficiency and service quality [35][36]. - The company believes that true innovation often comes from cross-industry collaboration, which can lead to better product integration and customer experience [36]. Group 6: Future Aspirations and Personal Reflections - The CEO expresses a desire to build a widely recognized brand with a strong public reputation, indicating that the journey is ongoing and that there is still much to achieve [39]. - The company aims to balance idealism with practical business considerations, focusing on creating value for consumers while ensuring profitability [19].