医美行业，风向变了

Core Viewpoint - The medical beauty industry in China faces a significant trust crisis, with a high number of illegal practitioners and a growing demand for personalized aesthetic treatments. Companies like Meituan are stepping in to bridge the trust gap between consumers and medical institutions through initiatives like the "North Star Medical Beauty List" [3][4][5]. Group 1: Industry Challenges - The number of illegal practitioners in China's medical beauty industry is nine times that of compliant practitioners, and the number of black clinics is six times that of regular clinics [3]. - There is a growing consumer demand for medical beauty services, particularly among younger demographics aged 20-34, who are increasingly seeking personalized aesthetic solutions [3][4]. Group 2: Meituan's Initiatives - Meituan aims to be a "third party" to resolve trust issues between users and institutions by launching the "North Star Medical Beauty List," which evaluates medical institutions and doctors based on strict criteria [4][7]. - The evaluation process for the North Star List includes input from ten leading industry professors, over 927 assessment points, and more than 364 million real user reviews [7][15]. Group 3: Consumer Behavior - Consumers are increasingly willing to invest rationally in beauty treatments, with a significant portion of demand focused on maintenance and anti-aging projects, showing a year-on-year growth rate exceeding 30% for non-invasive treatments [9][10]. - Safety concerns regarding the quality of drugs, compliance of institutions, and qualifications of doctors remain the primary worries for consumers in the medical beauty sector [10][12]. Group 4: Data-Driven Solutions - Meituan has developed a dual-track evaluation system that combines medical professionalism and user reputation to enhance consumer decision-making efficiency and service experience [13][15]. - The platform has introduced a "Rest Assured Beauty" service that collaborates with regulatory bodies to ensure the traceability of medical products, aiming to standardize non-standardized services in the medical beauty industry [23][38]. Group 5: Market Expansion - The North Star List reflects the ongoing expansion and prosperity of the offline medical beauty ecosystem, with more institutions in lower-tier cities gaining visibility and brand recognition [40][41]. - The list has also included institutions from Hong Kong, indicating a merging of the medical beauty markets between Hong Kong and mainland China [41]. Group 6: Future Directions - Meituan plans to introduce AI-driven tools to support marketing, consulting, and operations for medical institutions, aiming to embed itself deeper into the industry's value chain [44][45]. - The company is committed to building credibility and enhancing its product capabilities while innovating supply chain models to support the transformation of medical beauty institutions [45].