医美的钱都被谁赚了？

Core Viewpoint - New Oxygen is regaining pricing power in the medical beauty industry, which may lead to improved profitability despite previous challenges [4][5][8]. Group 1: Industry Dynamics - The medical beauty industry has seen a significant price war, with New Oxygen introducing competitively priced products like the "Miracle Youth 1.0" at 4,999 yuan, compared to the market price of 18,800 yuan for similar products [12][13]. - The industry is characterized by a fragmented pricing structure, where the same product can have vastly different prices across various platforms and institutions, indicating a loss of control by upstream manufacturers [15][16]. - New Oxygen's strategy includes a focus on "transparent medical beauty," aiming to make treatments affordable for a broader audience, including those with lower incomes [18][24]. Group 2: Cost Structure and Profitability - The cost structure of medical beauty products reveals that marketing costs can account for 30% to over 50% of expenses, while supply chain costs range from 20% to 30% [24][27]. - New Oxygen has managed to reduce its marketing costs to below 10% by leveraging community engagement and avoiding traditional sales models [28]. - Despite efforts to optimize costs, the overall profit margins in the industry remain low, with many downstream institutions operating at a loss [38][44]. Group 3: Company Performance and Strategy - New Oxygen has expanded its offline business with the launch of "New Oxygen Youth Clinics," aiming to increase its market presence and improve procurement power through large-scale purchases [41][49]. - The company has faced declining net profits, with figures showing a loss of 5.87 million yuan in 2025, highlighting the challenges in transitioning from an online to an offline model [44][48]. - The introduction of the "Miracle Youth" series has positively impacted New Oxygen's stock price, which rose significantly after the launch of the second version [50]. Group 4: Market Outlook - The market for micro-sphere regeneration products, including those offered by New Oxygen, is projected to reach 10.77 billion yuan by 2028, indicating substantial growth potential in this segment [51]. - The increasing approval of medical device registrations is expected to further dilute the pricing power of manufacturers, impacting overall industry profitability [33][37].