Core Viewpoint - The medical beauty industry is experiencing a significant surge in consumer demand, with a shift towards light medical beauty projects over traditional surgical options, indicating a structural change in the market dynamics [1][12][18]. Group 1: Market Trends - The medical beauty market has entered a "full load operation" state earlier than previous years, with increased consumer traffic and extended operating hours in various institutions [1][5][10]. - The peak consumer flow for medical beauty services has started earlier this year, with a notable increase in appointment volumes compared to previous years [5][7]. - New Oxygen Group reported a 14% month-on-month increase in consumption in January, with a staggering 235% increase compared to the same period last year [7][10]. Group 2: Consumer Behavior - Consumers are increasingly favoring light medical beauty projects such as photon rejuvenation and botulinum toxin injections, which dominate the pre-holiday consumption landscape [12][13]. - The decision-making process for consumers has become more precise, with a focus on safety, effectiveness, and recovery time, leading to a preference for less invasive procedures [12][14]. - There is a noticeable trend towards combined treatment plans, where consumers seek to address multiple concerns in a single session, reflecting a more mature understanding of medical beauty options [14][20]. Group 3: Demographic Insights - The consumer base for medical beauty services is diversifying, with different age groups focusing on varying aspects such as anti-aging for middle-aged individuals and contour adjustments for younger consumers [15][17]. - The demand from returning populations during the holiday season has further amplified local market activity, indicating a broader acceptance of medical beauty services across demographics [10][11]. Group 4: Industry Supply Changes - Public hospitals are increasingly establishing medical beauty departments, driven by changes in payment structures and the need for new revenue streams [18][19]. - The entry of platform companies into the offline space is reshaping the competitive landscape, emphasizing the importance of safety, professionalism, and long-term service capabilities [19][20]. - Equipment manufacturers are also adapting to market demands, with new technologies being introduced to enhance service offerings and meet consumer expectations [19][20].