Recently, "Focus Interview" through "medical beauty live broadcast, with goods or" disaster "", exposed the medical beauty live broadcast chaos. The program clearly points out that medical beauty belongs to medical activities, and most of the "bringing goods" behaviors carried out in the current medical beauty studio are suspected of illegally publishing medical advertisements. In addition to illegal sales, medical beauty live with goods also has the problem of selling unqualified products, consumer rights and interests are endangered.

within two hours after the program was broadcast, the live broadcast of medical beauty on platforms such as tremolo, fast hands and meituan was completely suspended, and many well-known tremolo medical meida people were blocked. On March 5, a survey by Blue Whale financial reporters found that the key word "medical beauty" was not found in the tremolo search, but the relevant live broadcast could not be found. The rectification before the advent of the 315 has undoubtedly sounded the alarm for the medical and American industry.

Image source: cut from the trembles

medical beauty live broadcast "chaos"

In recent years, the scale of my country's medical beauty market has maintained double-digit growth for a long time, and medical beauty institutions have blossomed everywhere. According to the data of Tianyan, there are nearly 130000 existing medical beauty-related companies in my country. And the agency's offline access channels tend to be more costly, medical beauty products like other goods on the road to live sales.

the gioraden of 1999 yuan, the 2999 hot maggie and ultrasonic cannon, the eurostar fotona 4d anti-aging project of 3000 yuan for 6 times... the ultra-low price in the live broadcast room has made countless consumers fall for it. "A needle back to 18 years old" and other propaganda slogans, but also affect the hearts of countless beauty. However, with the prosperity and development of the medical beauty industry, the live broadcast channels are chaotic, and safety and professional problems occur frequently.

First, there is the problem of illegal marketing. Qian Linhan, technical director of the Skin Beauty Center of Lianlige First Medical Beauty Hospital, told Blue Whale Financial Reporters: "Many people have misunderstandings about medical beauty, which is simply interpreted as high-end beauty maintenance. In fact, the essence of medical beauty is medical treatment, burns, plastic surgery, dermatology and even maxillofacial surgery. Many problems such as facial defects, scars, birthmarks and bones are caused by congenital heredity, diseases or accidents, all can be understood as medical beauty in a broad sense."

The "Focus Interview" report also mentioned that medical beauty is different from daub-type life beauty. It refers to the use of traumatic or invasive medical techniques to repair and reshape people's appearance and body parts. It belongs to medical activities.

for medical advertisements, China's advertising law has strict regulations, which are limited to eight basic introductions such as the name, address and telephone number of the organization, while propaganda words such as improvement and treatment that express efficacy assertions cannot appear in medical advertisements.

the contents of the medical beauty studio obviously far exceed the eight items stipulated. Tao ying, deputy dean and associate professor of the law school of the capital university of economics and trade, said in an interview: "the act of directly promoting medical beauty service items and products through the webcast platform and linking them to shopping carts for medical beauty live delivery is to publish medical beauty advertisements, which is a typical commercial advertising behavior for profit."

Yu Kun, deputy director of the Policy Research Office of the China Plastic Surgery Association, also said: "The so-called 'bringing goods' behaviors currently carried out in the medical beauty studio are suspected of illegally publishing medical advertisements."

in addition to illegal sales promotion, the "low price for welfare" in the medical beauty studio also has the potential safety hazard of deliberately misleading and cheating consumers and peddling medical beauty products without relevant qualifications.

take the "water light needle" of the "popular fried chicken" project of medical beauty as an example. as a medical beauty product that needs skin-breaking injection, its management is very strict. it needs to prove its safety and effectiveness through clinical trials and obtain "mechanical three-capital quality" before it can be used. But some of the studio in the price war at the same time in the pursuit of considerable profits, will choose to sell unqualified water light needle. A similar incident was also exposed at the 2023 315 party.

in addition, there is still a problem that the online commitment does not match the actual situation offline. For example, some of the "anti-aging artifact" ultrasonic cannons advertised in the studio promise "four tests of truth", that is, they can withstand the tests introduced by manufacturers, including institutional verification, machine verification, doctor verification and treatment head verification.

but when the reporter arrived at the offline organization, he found that the "ultrasonic gun" he bought could not be verified. the organization, the machine, the operating doctor and the treatment head all encountered difficulties in the verification process. some of them showed invalid two-dimensional codes after the staff scanned the codes, while others said "used up" on the box of the treatment head ".

More hidden live industry chain

since all medical and beauty live broadcasts are suspected of breaking the law, how do these medical and beauty live broadcasts "go online" with goods?

under the questioning of the program team reporter, a special line customer service pointed out a way to enter the platform: life beauty as a springboard, involving a more hidden live broadcast industry chain.

It is worth noting that the industry chain has a strong ability to attract money. According to incomplete statistics of today's online celebrities, head anchors such as Sydney, Worms, Lin Shanshan and Tudou Fancy have all held special medical and beauty shows. Among them, Sydney has set a record of GMV approaching 0.2 billion in a single performance of medical beauty. Potato fancy has also received total sales of 0.393 billion orders, with the total guiding turnover of gold microneedle projects reaching 9.32 million yuan and the total guiding turnover of botox Botox Botox, Hengli and other thin face projects reaching 9.13 million yuan. In 2021, the two anchors, relying on their advantages in the live broadcast of medical beauty, overtook Li Jiaqi many times on the "TOP20 with Goods (Rush and Shake Fast).

Last year, Shake Sound continued to emphasize local life services and launched beauty business segments in the fields of nail art, beauty, hairdressing, etc. According to an unannounced investigation by reporters from the program team, medical and beauty institutions need to enter the platform with beautiful human life beauty, submit relevant information and pay fees according to the requirements of the platform, and then choose "operational" service providers to cooperate. Even if the qualifications of the merchants do not match, the service provider can help the single store to change its face and link to the so-called chain store to settle in. After the merchants enter, the service provider can not only provide a series of services such as advertising and content marketing, but also help the organization to broadcast and operate on behalf of the organization.

this kind of medical beauty live broadcast that anyone can see through search is called "public domain" live broadcast in the industry. In addition, there is a more hidden "private domain" medical beauty live with goods, you need to share the link into the group, in the service provider's small program to watch.

Compared with the "public domain" live broadcast that requires black-box operation, the "private domain" live broadcast is easier to use. According to public information, in mid -2023, the medical and beauty institution "Milan Baiyu" had a GMV of 17.3 million million yuan for a private live broadcast of medical and beauty, and the institution has sold more than 10 million yuan 618 private live broadcasts for two consecutive years.

a "private domain" service provider said: "like our" private domain "live broadcast, we have been doing it for ten years and there has been no problem."

For this statement, a reporter from the program team was also confirmed by another "private domain" service provider. He said: "We started to do medical beauty in 2016. The' public domain' country has relatively strict control over medical beauty, but there is no risk in live broadcasting in the' private domain', as long as it does not violate pornography, gambling and drugs."

Bubbles fade, return to basic skills competition

Behind the chaos of medical beauty live broadcast, it is closely related to low-price competition. In essence, it is the lack of industry norms, medical attributes and commercial attributes of the intersection, resulting in fish eyes mixed beads.

Medical Beauty Live has not run out of a compliant road. Therefore, under the chaos, it is necessary to support normative institutions and crack down on unfair competition, formal compliance guidance and price level supervision.

About the suspension of the medical beauty live broadcast, how has the impact on the industry? Qian Linhan told Blue Whale financial reporters, most of the super-large formal institutions, or high-quality doctors as the orientation of the institutions, will not choose low-cost live streaming, so the live broadcast was stopped on its impact is not big. However, it has a greater impact on institutions that take the flow, rely on the early spread of the net, and focus on fishing in the later period.

blue whale financial reporters interviewed front-line practitioners and equipment manufacturers for live broadcast was stopped, many people think that live broadcast was stopped is a good thing.

Among them, the Eurostar Fotona marketing director Xing Ying said to the Blue Whale financial reporter: "The live broadcast was called off is a better phenomenon, because the price of the product in addition to equipment, there are doctor's value and qualifications, technology in it. Live blindly roll low prices, will only bad money drive out good money. The value of the doctor itself is not reflected, thus hindering their growth and promotion of the road."

Medical beauty live broadcast was stopped, has not yet affected equipment manufacturers. "Medical and beauty live broadcast has no effect on manufacturers who directly make equipment. Our products are not sold through live broadcast channels, but are usually directly connected to hospitals." Xing Ying believes that, in fact, there is no problem with the live broadcast itself. It is very meaningful to carry out some popular science through the live broadcast.

Pei Jie, a burn and plastic surgeon at the Department of Medical Aesthetics at Shanxi Bethune Hospital, said frankly in a video posted on the social platform: "The purpose of this platform's rectification of medical beauty is not to suppress medical beauty, but to purge the industry. To provide consumers with a better, safer and healthier medical beauty environment."

as a well-known doctor who has worked in the front line of public hospitals for ten years, Qian linhan hopes that the state can liberalize the management of private doctors and other regular doctors, so as to avoid the problem that the "identity" of public hospitals will become invalid, and carry out professional science popularization through live broadcast to truly solve the confusion or doubts of patients.

"Doctors who are engaged in medical beauty can't speak, but after the Internet celebrities finish speaking on the Internet, there is a wide spread of biased remarks, which is problematic. So we don't want this situation to happen, and it's good to stop the live broadcast first." Qian Linhan believes that a good alternative will be the next industry needs to focus on content.

he thinks that in the future live broadcast of the industry, sales and popular science can be separated. doctors only care about popular science, and the medical attribute should be separated from the attribute of commodities. at the same time, the goods brought by medical and beauty projects should also be separated from the medical attribute.

as of the time of publication, the medical beauty projects under the public comment, meituan and tremolo group buying channels are still online normally, which may also be a new direction for medical beauty content.

sheng qiaona, a lawyer from randy Hangzhou law firm, believes that it is "inevitable" behind the "sudden" stop of the live broadcast of medical beauty ". "The relevant reply of the National Health Commission has made it clear that to rectify the marketing environment and combat false propaganda, medical beauty marketing is included in the ranks of key regulation. The development of the medical beauty industry must always sound the alarm of legal compliance, and must not step on the red line of the law for profit." Sheng Qiaona said.

In fact, regulation often lags behind reality. From the perspective of the industry, despite the impact of a wave of practitioners in the industry in the short term. But in the long run, industry compliance is strengthening, with the gradual promulgation of the corresponding regulations, medical beauty live broadcast is bound to legalize, formalized health road.

among them, regular products and institutions will see good market results. after the live broadcast of medical beauty was stopped, many medical beauty concept stocks will see a general rise: huaxi biology (688363.SH) rose 1.74 percent, jinbo biology (832982.BJ) rose 2.31 percent, langzi shares (002612.SZ) rose 2.76 percent, and aimeike (300896.SZ) rose 0.16 percent.

As a future-oriented market, Medical BeautyThe track still has very high potential.

Huaxi Bio across the raw materials, medical beauty, skin care products three major areas, in the industry has a complete industrial chain, hyaluronic acid advantage leading, restructuring collagen products to accelerate the layout.

Jinbo Bio has a leading edge in the field of recombinant humanized collagen. Its "Wei Yimei" is the only three types of recombinant collagen medical devices that can be used for injection on the market.

Longzi shares have Milan Bai Yu, crystal skin medical beauty, Gao Yisheng, Han Chen medical beauty and other chain medical beauty institutions brand, in the industrial chain midstream has a significant advantage. Net profit in 2023 exceeded 0.2 billion yuan, up more than 1000 percent year-on-year, making it the fastest-growing medical concept stock last year.

Aimeike is one of the earliest enterprises in China to carry out independent research and development and application of medical beauty biomedical materials. It has a medical beauty-grade science and technology skin care brand, and has strong research and development strength. The annual compound growth rate of research and development expenses from 2018 to 2022 is 50.6.%.

In addition, both domestic and foreign beauty brands such as L'Oreal, Shiseido, Perlea and Fredda, as well as pharmaceutical companies such as East China Medicine, Tei Pharmaceutical, Yunnan Baiyao and Jiangsu Wuzhong, are actively entering the medical and beauty track.

Although the storm of medical beauty live broadcast has subsided temporarily, the development of medical beauty industry continues. When the market bubble fades, whether it is live delivery or the traditional sales model, returning to the essence of products and services is the king, and players will return to the basic skills of competition.

At the inauguration ceremony of the Pigment Disease Diagnosis and Treatment Center of Lianlige First Hospital, Professor Cao Yilin, Chairman of Lianlige First Medical Beauty Hospital, said: "Today, with the rapid development of the medical beauty industry, technological sophistication and service improvement are the sustainable development of the industry. The key."

McGrady, a dermatologist at United Rieger First Hospital, told Blue Whale Financial reporters that it was her first intention to return to the essence of medical care and bring tangible benefits to patients on a down-to-earth basis.

Medical treatment is no small matter, and medical beauty is also related to the vital interests and life safety of consumers. More than 315, the protection of the legitimate rights and interests of consumers should always be ranked first. Only by further strengthening the norms can we jointly promote the healthy development of the medical beauty industry.