Core Insights - The article discusses the launch of a new low-priced product, "Miracle Youth 3.0," by the internet medical beauty platform New Oxygen, which has significantly reduced the price of the "youthful needle" to 2999 yuan, breaking the previous market average of over 10,000 yuan [1][2] - New Oxygen aims to disrupt the high-price cycle in the medical beauty industry and make compliant medical beauty services more accessible to consumers [1][6] - The company is facing performance pressures, with a reported 7% year-on-year decline in overall revenue and a net loss of 36 million yuan in Q2 2025 [1][4] Market Dynamics - The "youthful needle" market is rapidly expanding, with an expected B-end market size of 4.2 billion yuan by 2025, up from 500 million yuan in 2021 [2] - New Oxygen's strategy includes reducing customer acquisition costs and lowering unrelated treatment costs to maintain service quality while implementing low pricing [3][4] - The company has launched a new chain brand, "New Oxygen Youth Clinics," with 37 stores opened and plans to exceed 50 by the end of 2025 [3][4] Financial Performance - New Oxygen's offline business revenue surged by 426.1% year-on-year to 144 million yuan in Q2 2025, surpassing online business revenue for the first time [4] - Despite the growth in offline business, the overall revenue decline reflects the challenges of transitioning from traditional platform services to new business models [4][5] - The company is currently in a loss phase for its chain business but expects to reach profitability as it scales [4][5] Industry Challenges - The medical beauty industry is described as being in a "vicious cycle," where high upstream costs lead to inflated prices, pushing consumers towards unregulated options [6] - New Oxygen's CEO emphasizes the need for a shift towards lower prices to enhance consumer trust and increase market penetration [6][7] - The market is witnessing a shift towards "light medical beauty," which is expected to drive growth and lower consumer barriers [7] Competitive Landscape - Major internet companies are increasingly entering the medical beauty sector, intensifying competition [7] - New Oxygen welcomes the entry of more competitors, believing it will help develop and expand the new business model of medical beauty chains [7]