In the bustling streets of modern China, a new trend is quietly reshaping the nation’s perception of beauty and self-improvement. Plastic surgery, once a taboo topic, has surged in popularity.
According to Mob Research Institute in 2021, nearly 80% of post-95s in China express appearance anxiety, with 4.5% experiencing severe anxiety, believing that cosmetic surgery projects are necessary to enhance their attractiveness. With the rapid development of short videos and live streaming industries, accelerating the pace of development in the medical aesthetics industry, plastic surgery has become a “shortcut” for more and more Chinese people to become beautiful.
Beyond beauty: unveiling China’s rapidly growing plastic surgery market
Compared to mature markets like the United States, Japan, and South Korea, China’s plastic surgery industry started relatively late. According to the China Health and Health Statistics Yearbook 2022, there are only 26,546 professional medical practitioners who meet the standards of the plastic surgery industry. However, the industry standard requires over 100,000 compliant physicians, resulting in a shortfall of approximately 77,000 compliant Chinese plastic surgeons, leading to a shortage in physician supply.
Nonetheless, cosmetic surgery in China has gradually entered a period of rapid development around the turn of the 21st century, notably after the year 2003, which was spurred by various societal and economic shifts. Firstly, the growing affluence of the Chinese middle class provided more individuals with disposable income to invest in cosmetic procedures. Additionally, advances in medical technology further contributed to making plastic surgery safer and more accessible for Chinese cosmetic surgery patients. Combined with the rise of social media and a growing desire for self-improvement, these factors created an environment conducive to the rapid growth of the market and a change in attitudes towards this type of practice.
In recent years, as the pandemic situation improves and the “beauty value” economy gains traction, the market continues to flourish, attracting a continuous influx of young consumers seeking plastic surgeries. According to iResearch, in 2021, the Chinese plastic surgery market reached RMB 217.9 billion, with a growth rate of 12.4%, and it is projected that by 2025, the market size will reach RMB 410.8 billion, with a CAGR from 2021 to 2025 of 17.2%.
Source: iResearch, designed by Daxue Consulting, 2021-2025 market size and growth rate of the plastic surgery market in China
The rise of light plastic surgery
In the process of industry expansion, light plastic surgery, with its wide audience, low barriers to entry, and high repurchase rates, is poised to elevate the overall market penetration in the Chinese plastic surgery sector, emerging as a primary incremental market.
Light plastic surgery utilizes non-invasive or minimally invasive medical techniques to meet beauty demands. Compared to traditional surgical procedures, light plastic surgery signifies a “lighter” approach with more flexible techniques, characterized by simplicity, convenience, and safety. According to iiMedia Research, the market size of light plastic surgery in 2023 was approximately RMB 147 billion, projected to reach RMB 175 billion in 2024.
Light plastic surgerys’ dominance in online transactions
Looking at the volume of online orders, light plastic surgery has essentially dominated 80% of the online platform landscape. In 2017, online orders for light plastic surgery in China accounted for 62%, while by 2022, this figure had increased to 84%.
On one hand, the integration and development of online resources for light plastic surgery have progressed well, forming a momentum towards integrated development. On the other hand, it reflects a significant dependence on digital platforms and online traffic. If businesses cannot acquire traffic through platforms, it becomes increasingly challenging for them to survive in the fiercely competitive industry.
Representative platforms like So Young（新氧）serve as prime examples. On such platforms, many Chinese consumers, especially young women search for relevant procedures and institutions within So Young based on their own aesthetic service needs, eventually making informed decisions and placing orders. After experiencing the services, consumers then share their plastic surgery journey as “beauty diaries” on So Young, creating a positive feedback loop within its content ecosystem.
Source: So Young, the So Young platform homepage combines product advertisements with genuine user sharing
Glamour guides: plastic surgery influencers in China’s online realm
With the rising cosmetic surgery trend, an intriguing phenomenon of plastic surgery influencers has emerged. These influencers play a crucial role in increasing awareness and acceptance of medical aesthetic procedures among their followers by sharing their own experiences. In specialized live streamings, they provide exclusive benefits to users, enticing them to make purchases and boosting customer acquisition efficiency.
The promotion of medical aesthetics online mainly centres around Weibo, with hashtags like #One Sentence Summary: What Should We Do for Medical Aesthetics (一句话总结医美该做啥) trending on Weibo, making medical aesthetics a topic of nationwide discussion. The overall hashtag #medical aesthetics (医美) on Weibo has garnered 1.19 billion reads as of April 12, 2024.
Facial evolution: the varied facets of plastic surgery trends in China
Plastic surgery procedures primarily focus on hair transplantation and facial feature refinement, with nose and eye enhancements being the most sought-after (especially double eyelid surgery). Surgical aesthetic procedures are gradually diversifying and becoming more refined, with consumers showing a general preference for facial enhancements driven by a pressing need for improved appearance.
As light plastic surgery gains prominence, the market for photon-based procedures is rapidly expanding. According to the 2021 Plastic Surgery Industry White Paper released by So Young, the top 5 skin concerns for consumers in 2021, in descending order of urgency, were skin whitening, hydration, firming, acne treatment, and pigmentation reduction.
Correspondingly, procedures such as photon rejuvenation, ultra-pulse, and thermage have surged in popularity and development. Photon rejuvenation emerged as the most popular photon-based procedure in China in 2022, with an increasing number of college students opting for it as their first aesthetic procedure.
Source: Xiaohongshu, a college student born in 2002 undergoing her first photon rejuvenation cosmetic procedure
Porcelain pursuit: China’s beauty standards and the quest for fair skin
In the Chinese culture, appearance is paramount, especially for women who face immense societal pressure to meet beauty standards. Generally speaking, Chinese beauty ideals prioritize attributes like fair, porcelain-like skin, which symbolizes purity and elegance. Consequently, skin whitening procedures and products are highly sought after. On Xiaohongshu, there are over 4.9 million posts related to achieving a pale complexion (美白) as of April 11, 2024.
Other desirable features include thick eyelashes, defined eyebrows, and full lips, while a petite nose and slender body shape are also coveted traits. Moreover, the globalization and westernization of Chinese society have introduced some new beauty ideals, such as a defined jawline or fuller cheeks videly sought after by international society, influencing the perceptions of attractiveness among Chinese women.
However, while contributing to the growth of the cosmetic surgery market, this trend has also led to the emergence of a younger demographic seeking cosmetic procedures. In 2021, teenagers and young adults accounted for 15.48% of China’s medical aesthetic consumers, with June and July, following the conclusion of the national college entrance exam, witnessing a peak in surgical procedures, representing 22.41% of the platform’s total annual orders.
Who are Chinese cosmetic surgery patients?
Consumers of plastic surgery in China primarily consist of women born in the 80s and 90s, residing mostly in first and second-tier cities with high income and strong purchasing power. Their aesthetic preferences lean towards individuality, with a growing demand for anti-aging solutions, making light plastic surgery a new consumer trend.
Utilizing a blend of online and offline channels, these consumers seek information, prioritizing safety above all else. When choosing institutions and doctors for surgical procedures, qualifications and reputation serve as paramount considerations. Nonetheless, approximately half of these consumers possess only a vague comprehension of light plastic surgery projects. Moreover, individuals in lower-tier cities cannot often discern compliant products, underscoring the necessity for heightened market education.
In light of these challenges, companies in the plastic surgery industry can better position themselves by focusing on educating customers through the use of informative and engaging materials. By providing comprehensive information about procedures, safety measures, and reputable practitioners, companies can empower consumers to make informed decisions, thus fostering market growth.
Source: iResearch, designed by Daxue Consulting, age distribution of Chinese consumers’ first-time plastic surgery attempts in 2022
Navigating the shadows: the illegal plastic surgery market in China
The landscape of plastic surgery institutions in China exhibits a phenomenon of scattered distribution, uneven quality, and uneven development. Public hospitals, large-scale chain plastic surgery groups, and even small to medium-sized private plastic surgery institutions have relatively low market shares, with over 70% of the market occupied by informal institutions, which are also the sites of frequent plastic surgery accidents.
According to So Young, the number of legal plastic surgery institutions in China is approximately 13,000, while over 80,000 lack plastic surgery qualifications, accounting for 86% of all plastic surgery institutions. At the same time, around 14% of legitimate plastic surgery institutions engage in illegal operations, including false plastic surgery ads in China.
Source: Xinhua News, designed by Daxue Consulting, number of administrative penalty cases in plastic surgery in China from 2018 to 2021
With the continuous growth of new investors and participants in the plastic surgery service market, the Chinese government will continue to tighten regulatory frameworks to protect consumers from illegal operations or unqualified Chinese surgeons. But as the director of Shanghai United Family Medical Beauty Clinic said, “Although regulations are becoming stricter, the situation where individuals without medical backgrounds dare to inject hyaluronic acid after only a few days of training has gradually disappeared in first-tier cities, but it still widely exists in second, third, and fourth-tier cities.”
What do you need to know about plastic surgery in China?
- China’s plastic surgery market, though starting late, shows rapid growth, projected to reach RMB 410.8 billion by 2025. Light plastic surgery dominates online transactions, with the So Young platform exemplifying user engagement.
- Plastic surgery in China diversifies towards facial enhancements, while photon-based procedures gain popularity, addressing top skin concerns like whitening and hydration.
- Plastic surgery influencers are rising in China, utilizing live streamings and social media to promote awareness, acceptance, and discussion of procedures.
- Women in their 30s and 40s in China’s urban areas lead plastic surgery demand, favouring individuality and anti-aging solutions. They prioritize safety, emphasizing qualifications and reputation. However, many lack awareness, requiring enhanced market education.
- China’s plastic surgery market faces challenges with scattered institutions, uneven quality, and rampant illegal operations, prompting stricter regulations for consumer protection.
Unlock the potential of plastic surgery in China with Daxue Consulting
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Whether you’re a newcomer aiming to establish a presence, an existing player looking to expand your services, or seeking to refine your strategies, we’re here to guide you every step of the way. Reach out today to begin or refine your plastic surgery initiatives and seize opportunities in this dynamic industry.
