专家建议：听取行业资深人士意见和观点，提升分析深度与可靠性。 免责声明 中国轻医美行业现状报告 Report on the status of China'snon-surgical medical aesthetic industry 本报告的全部内容版权归上海嘉世营销咨询有限公司（简称：嘉世咨询）。 未经授权，任何单位或个人不得以任何形式复制、传插或用于商业用途 调研方法 桌面研究：搜集整理政府公开数据、行业协会、权威期刊、券商研报及企业 公开披露的行业数据。 本报告结论基于当前可获得信息，不构成投资或决策的唯一依据。研究团队 对因使用本报告引发的直接或问接损失不承担责任。 | 摘要 | | | --- | --- | | 第一章：中国轻医美行业发展总览 | 9 | | 1.1轻医美行业定义与范畴界定 | | | 1.1.1定义：介于手术医美与生活关容之间， | | | 1.1.2核心项目分类：注射类、光电类及其他 | | | 1.13与传统手术医美的区别与联系 | ..10 | | 1.2中国轻医美行业发展历程， | .11 | | 1.2.1萌芽与探索期（2015年以前） | 11 | | 1.2.2 ...

新氧 20250701 摘要 截至上一季度末，我们共开设了 23 家店铺，目前已增至 31 家。2025 年计划 将门店数量增加到 50 家，主要集中在北京、上海、深圳和杭州等一线城市， 以进一步加密布局。 请详细介绍一下标准门店模型，包括收入、成本结构以及盈利情况。 成熟期门店月均收入在 450 万至 500 万人民币之间，而成长期门店月均收入 约为 300 万人民币。成本结构分为变动成本和固定成本，其中变动成本包括营 销费用，占比约 15%，耗材流通成本占比 49%至 50%。固定成本包括人员费 用（12%）、房租水电（10%至 15%）以及设备折旧费用（10%）。 成熟期与成长期门店分别有多少？各阶段门店的发展情况如何？ 新氧通过信息服务费和佣金切入医美市场，向上游收购武汉奇致激光 （7.9 亿人民币），拓展光电设备业务，并代理韩国东邦玻尿酸产品， 上季度出货 2.8 万只，同比增长 14%。 新氧青春诊所是下游核心业务，已开设 31 家门店，主打青春原创（如 超声线雕 999 元）、玩具大师团（客单价 3-4 万元）和经典系列产品， 计划 2025 年扩张至 50 家，集中在一线城市。 成熟期门店月均 ...

Core Viewpoint - The rise of male consumers, particularly those born in the 1990s, is significantly impacting the medical beauty market in China, driven by changing perceptions of masculinity and beauty standards [2][5][10]. Group 1: Market Trends - The medical beauty market in China is experiencing a shift, with a notable increase in male users, particularly among those born in the 1990s, who are now seen as a key demographic for growth [2][9]. - In the past year, the percentage of male customers visiting medical beauty institutions has risen from 4.9% to 7.3%, indicating a growing acceptance and demand for medical beauty services among men [2][3]. - The average spending per male customer is approximately 2.75 times higher than that of female customers, highlighting the potential profitability of targeting male consumers [10][11]. Group 2: Consumer Behavior - Male consumers, especially those in their 20s to 40s, prefer subtle and natural-looking enhancements, with a focus on skin care and anti-aging treatments rather than more invasive procedures [3][6]. - The primary motivations for male medical beauty users include improving personal image for career and dating prospects, rather than purely aesthetic reasons [6][8]. - Social media has played a crucial role in shaping the beauty standards and consumption habits of younger male consumers, who are more open to exploring medical beauty options [7][9]. Group 3: Industry Challenges - Despite the growing market, the medical beauty industry faces challenges such as a lack of trust and awareness among potential male consumers, which hinders market penetration [9][12]. - The industry is also grappling with rising costs of materials and new regulations that impact marketing strategies, making it essential for brands to find innovative ways to attract male customers [9][10]. - Education and awareness campaigns are necessary to inform male consumers about available treatments and to alleviate any stigma associated with medical beauty procedures [12][16]. Group 4: Future Outlook - The male medical beauty market is expected to grow significantly, with projections indicating that by 2025, the market size could exceed 500 billion yuan, with male consumers accounting for over 30% of the market [9][16]. - The next three to five years are seen as a critical window for the male medical beauty sector to expand, with potential for tailored services and products designed specifically for male consumers [16]. - As the market matures, there will likely be a diversification of services, including specialized offerings in hair restoration and body sculpting, catering to the unique needs of male clients [15][16].

6月19日，就职于北京某互联网大厂的95后男员工严强（化名）搭上了飞往首尔的飞机，为了这趟平均 一个月一次的"变美之旅"，特意请了半天假。为了抢时间，严强特意预约了当晚在首尔的韩国医生时 间。让严强不惜奔波也要去体验的是一种声称可以"淡化细纹、收缩毛孔"的医美项目。 在两个月前，严强被朋友介绍认识了一名02年的女生，在"相亲"过程中，女孩对严强的实力和事业都表 达了满意，但对其脸上明显的痘坑表达了"担忧"。为了彻底赢得女孩芳心，严强特意去小红书仔细学 习"去除痘坑"的方法，最终对几个男生账号上"靠医美变帅"的帖子深信不疑，通过各种关系找到了韩国 的医美机构，确定了项目。 "平均一次疗程后，需要3~5天左右的恢复期，我利用周五和周末尽快恢复，周一正常上班。"严强向虎 嗅表示，自己做医美就是为了爱情，他用了一句在小红书上流行的话，说希望让心爱的女孩对自己产 生"生理性的喜欢"。 严强只是当下95后男生圈激增的"医美用户"一员，而这场由中国95后男生引发的医美浪潮也正在影响国 内医美市场。 一位连锁医美机构的联创告诉虎嗅，他们在2024年专门招聘了多个针对95后男士的"市场开发专员"，产 品手册也针对男性用户进行了 ...

Industry Overview - The Chinese medical beauty market is projected to reach 312 billion yuan in 2024, representing a growth of 14.8% compared to 2023 [1] - The demand for medical beauty in China is still on the rise, with a notable increase in male participation in the sector [3][5] Market Trends - The global medical beauty industry shows that the United States leads in the number of procedures, followed by Brazil, Japan, China, and India [3] - Common procedures for women include liposuction, breast augmentation, eyelid surgery, abdominal contouring, and breast lift, while men primarily undergo eyelid surgery and gynecomastia correction [3] Consumer Behavior - Many individuals pursue medical beauty not solely for aesthetics but also for self-confidence enhancement [6] - There is a growing trend among younger generations to invest time in beauty routines, raising questions about the motivations behind such practices [6][12] Psychological Aspects - The aging process is a natural phenomenon, and while medical beauty can delay visible signs of aging, it cannot prevent them [7] - The perception of beauty and self-worth is increasingly influenced by societal standards and media portrayals, leading to a complex relationship between self-esteem and appearance [6][12] Aesthetic Diversity - There has been a shift from a homogenized beauty standard, often referred to as "internet celebrity face," to a more diverse representation of beauty in media and entertainment [9] - The industry is moving towards emphasizing individual features rather than conforming to a singular aesthetic [9] Private Aesthetic Procedures - Private aesthetic procedures, particularly in the genital area, are gaining attention, with a focus on addressing both medical and cosmetic needs [14][15] - There is a need for better education and destigmatization surrounding these procedures, as many women may have legitimate health concerns that require attention [15][16]

中国整形美容协会常务副秘书长曹德全表示，以上举措，不仅能让消费者透过项目名称读懂技术本 质，还有望解决医疗机构之间"同名不同价"" 同价不同质"的混乱，建立起跨机构比价的统一标尺。但 消费者仍要认识到，美容整形本质是医疗行为，再规范的价格体系也替代不了医疗安全，若有进行美容 整形的需求，要选择正规医疗机构、有经验的医生就诊。 值得关注的是，立项指南考虑到美容技术迭代快的特点，允许有条件的医疗机构自行设立加收项、 扩展项，并报当地医保部门备案。对此，曹德全认为，通过设置新技术项目，有助于医院引进新技术、 新材料，更快将创新成果转化为服务，让消费者能及时享受到前沿技术。 据了解，下一步，国家医保局将指导各省医保局参考立项指南，指导有条件的医疗机构按照公平合 理、诚实信用、质价均等的原则自主合理制定价格，并及时向社会公开公示。 近年来，从日常护肤领域的光子嫩肤、热玛吉等非手术项目，到隆鼻、隆乳等整形手术，"悦己消 费"需求持续释放，美容整形市场规模不断扩容。与此同时，美容整形行业收费乱象仍然比较突出，一 些医美机构宣传低价、隐形加价等问题深受诟病。 为统一规范美容整形项目，引导医疗机构自主合理定价，助力构建更加规范 ...

Core Viewpoint - The beauty and cosmetic surgery market in China is rapidly expanding, with an estimated market size of nearly 300 billion yuan in 2024 [1]. Regulatory Developments - The National Healthcare Security Administration (NHSA) has issued a guideline to standardize pricing for commonly used cosmetic surgery services, addressing the prevalent issue of price discrepancies in the booming market [2][4]. - The guideline does not alter the market-based pricing management but aims to unify project names and standardize pricing behaviors among medical institutions [4]. Pricing Structure - Medical institutions can set their own prices for cosmetic surgery services, leading to significant price variations. The new guideline categorizes established procedures under unified names and standardizes abstract pricing projects [4][6]. - The guideline allows for the inclusion of popular treatments under specific categories, such as "ultrasound treatment" and "radiofrequency treatment," to enhance clarity in pricing [6]. Customization and Innovation - The guideline reflects the diverse and personalized needs of patients, allowing for detailed categorization of common procedures, such as lip enhancement [8]. - Medical institutions are permitted to establish additional charges for new technologies and equipment, subject to local healthcare department approval [8]. New Pricing Projects - The guideline introduces new pricing projects for "reduction of scarring through cosmetic suturing" and "surgical incision beautification," encouraging medical professionals to minimize scarring from the outset [9][11]. - A new charge for "revision surgery" has been established, recognizing the increased complexity and difficulty of follow-up procedures compared to initial surgeries [12][14].

同时，对一些常见项目进行细分明确。针对大众熟知的"植发"等项目，立项指南在设立项目时细分不同 部位，例如分为头发、睫毛等毛发移植类项目，计价上采取"起步加数量"的"出租车式计价方案"， 以"次"为基础计价单位，超出基础部分按毛囊单位计价。 此外，立项指南明确规定，有条件的医疗机构可自行设立加收项、扩展项，并报当地医保部门备案。 为精细缝合减疤统一新增价格项目 新京报讯据国家医保局消息，近期，国家医保局在出台体被系统医疗服务价格项目立项指南的同时，同 步编制印发美容整形类医疗服务价格项目立项指南，着力统一规范美容整形项目，引导医疗机构自主合 理定价，助力构建更加规范、更加透明、更加有序的美容整形市场环境，促进行业高质量发展。 统一规范常用美容整形类价格项目 本次立项指南不改变美容整形类价格市场调节价的管理方式，旨在统一价格项目，规范医疗机构定价行 为。 针对技术相对成熟、临床广泛开展的美容整形项目，国家医保局立项指南根据服务产出进行统一命名， 以"填充注射"为例，此价格项目不仅包括常见的玻尿酸注射，临床新出现的聚乳酸、聚己内酯、羟基磷 灰石等新材料填充注射也可按此进行收费。针对"面部精雕""韩式焕颜"等相对"抽 ...

以下文章来源于金错刀 ，作者江源 金错刀 . 科技商业观察家。爆品战略提出者。 作者：江源 来源： 金错刀 （ID： ijincuodao ） 开年第一雷，没想到竟爆在 大型医院 头上。 最近，砸下30亿、曾被寄予厚望的重庆全域肿瘤医院突然发布公告，全面停工停产。 无独有偶。开业仅6年的西安最贵医院也发出破产倒闭公告。 就在人们为这些"巨无霸"唏嘘感叹，殊不知还有一大批同行默默在暗处倒下。倒闭的重灾区，就 是整形机构。 在TikTok难民之后，网上又多出来了一批"难民"： 诊所难民 。 因为短短的五个月内，十多家医疗美容机构在北京、上海、深圳、长沙等地疑似"跑路"，很多人 因为充卡超10万投诉无果就跑到了网上集体叫屈。 在很多人的认知里，打次水光针、做个spa疗养动辄几千；热玛吉更是过万，很多仪器还能反复 用。简直是十足的"暴利"生意，怎么还能跑路？ 但现实不容乐观。以上海、北京、广州为代表的很多一线城市，去年表面看都在狂开医美机构， 但一到年底合计新开的跟倒闭的数量差不多。 倒闭比开店多的私立整形医院，暴露出行业一个心酸真相。 01 从暴利到崩盘，打9折也卖不动 要知道，几年前的整形机构还完全不是如此。 作 ...

引领"颜值经济"新潮流，国内医美市场近年来风生水起、供需两旺，其中"轻医美"尤受青睐。但热潮涌 来泥沙俱下，虚假宣传、价格欺诈、非法操作等乱象也由此而生，让消费者在经济、健康、心理多方面 蒙受伤害。 说好的"轻医美，轻负担，美丽轻松拥有"，怎能变为爱美人士的"伤不起"！ "轻医美"指以注射、光电、生物技术实现皮肤管理、抗衰等美容目标。与手术整形相比，操作手段灵 活、创伤小、恢复期短、风险低；与生活美容相比，又能深入下层皮肤组织，具有更明显功效。俗话说 得好，爱美之心，人皆有之。面对"无创焕新颜，美丽不等待""瞬间焕活肌肤"的诱惑，谁不想重拾青春 光彩？无怪乎上至白发老人下至青春少年，对"轻医美"日益着魔。 "轻医美"乱象之三：事故多发伤不起。一段时间以来，"美容"变"毁容"、"要美"变"要命"的案例屡见不 鲜，暴露出"轻医美"行业无资质操作、操作不规范、设备和产品不合格现象泛滥等深层次问题。种种乱 象，不仅让消费者人财两失，更严重扰乱市场秩序、损害行业声誉和生态。 "轻医美"之路，"医"是基石，"美"如繁花，基石不牢繁花难绽。欲从一时风靡走向长红久火，"轻医 美"行业当从拒当医美刺客、扫净美丽陷阱开始。 （文 ...