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].

Core Insights - The rise of male cosmetic procedures among Chinese post-95s is significantly impacting the domestic medical beauty market [2][9][19] - Male consumers, particularly those born in the 1990s, are becoming a focal point for medical beauty institutions due to their increasing demand and higher spending [11][13][14] Market Trends - The demand for medical beauty services among male users has increased, with male customers accounting for 7.3% of visitors in May, up from 4.9% the previous year [4] - The average spending per male customer is approximately 2.75 times higher than that of female customers [13] - The medical beauty market in China is expected to exceed 500 billion yuan by 2025, with male consumers making up over 30% of this market [11][12] Consumer Behavior - Male consumers are primarily motivated by the desire to enhance their appearance for social and romantic reasons, with a focus on natural and subtle results [5][7][9] - There is a notable age stratification in male cosmetic demands, with younger males (post-95s) focusing on skin management and older males (post-80s) leaning towards anti-aging and hair management [6][9][10] - Social media plays a crucial role in shaping the beauty standards and consumption habits of post-95 males, who are more open to cosmetic procedures compared to previous generations [10][21] Industry Response - Medical beauty institutions are adapting their marketing strategies and product offerings to cater specifically to male consumers, including hiring market development specialists focused on this demographic [3][18] - The industry is witnessing a shift towards more specialized services for men, including hair restoration and body sculpting, as well as the establishment of male-focused beauty clinics [18][19] Challenges and Opportunities - Despite the growing interest, there are still significant barriers to entry for male consumers, including societal stigma and a lack of awareness about available services [12][14] - The medical beauty sector is facing rising costs for materials and regulatory changes, which could impact profitability and market dynamics [12][14]