Chengdu people want curves, Chaoshan people 600,000 eyebrows: the difference between the appearance of the city's appearance

With the rise of the "face value", the style of medical beauty has become more and more fierce. Different cities, different gender, different ages, and different ages.

In Chengdu, which is the most favored by Chengdu, which is the most popular? What is the difference between the purpose of hair transplantation for men and women? After 00 and post -95s, why is the most willing to pay for the project?

This is the second issue of daily figure data news. This time, following the style of medical beauty, we found some interesting medical beauty big data.

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Edit | Golden

Design | Tian Wei

Operation | chestnut

Beijing people love whitening, Chengdu people want curves

The huge China, the mountains and rivers, and the hilly plains are available. Geographical differences also bring medical beauty differences, just like southerners love soup, northerners like noodles. In the matter of medical beauty, people in different cities have completely different preferences.

Beijing, a super city, has gathered many young and more golden lovers. New oxygen has done statistics. Among the entire platform's transaction order in 2021, nearly 50%of the country's whitening and skinny orders are contributed by the Beijing people. This summer, the average temperature in Beijing reached 36 ° C, and whitening became "the top priority". Medical beauty is the last way to save. More people choose to fight against ultraviolet rays from the beginning, walk on the streets of Beijing, "armed" to finger fingers The full -blocked sunscreen jacket that only reveals the eyes is becoming more and more common.

Chengdu, which is hotter than Beijing, is known as the "capital of medical beauty". The scale of the medical beauty industry is second only to Beijing and Shanghai. It is the "third city" of the medical and beauty industry. The low price has even attracted the young in many first -tier cities. People go to medical beauty under the "flying". The most orders here are breast augmentation, which is in line with the hot and cheerful urban character. Women in Chengdu look more willing to show their curves.

In the aesthetics, the Sichuan -Chongqing family, the post -95s in Chengdu and Chongqing like rhinoplasty. In the Sichuan -Chongqing basin, water vapor is moist, and the whitening skin is naturally unnecessary. Rhinoplasty, breast augmentation, and weight loss are more popular.

In addition to Chengdu, another city that also likes curves is Shenzhen. However, Shenzhen's loved projects are hips. "Pseudo -hips", the number of orders in Shenzhen is the first in the country. The name of the money is not vivid, and even the figure must be rolled up.

The developed Hangzhou, where the e -commerce industry has gathered many anchors. Under the review of high -definition lenses, it naturally has higher requirements for the "granularity" of the appearance. Hangzhou is the city with the largest number of hyaluronic acid and lying silkworm projects, and the country accounts for 12%. Everyone values ​​the details of the face. For example, the skin is not good enough, the lower jaw line is clear enough, and the lying silkworm is not beautiful enough.

The same is true of Jiangsu. Among the 95s of the double eyelids, women in this province accounted for the highest proportion. They are also concerned about more meticulous, and they care about the methods and effects of the surgery.

In addition, Guangzhou people love high nose bridges, and Wuhan people love big eyes. The favorite of Changsha people is to go to Sichuan eyebrows ... The most bizarre is the Guangdong and Guangxi and Fujian. Earlobe, plump face, and even some people will have prejudice against women with high cheekbones. They believe that this is a bad face. Therefore, the elimination of medical beauty projects such as eliminating cheekbones and filling cheeks is more popular in the local area.

Feng Shui eyebrows, earlobe, small and expensive projects do?

In the trend of medical beauty, in addition to our common projects such as cutting double eyelids, whitening skin, and hot Maggie, niche projects also have a certain market. In the white paper of the new oxygen, the "new strange" niche consumer list appeared. The top three orders for the list of list orders were the correction of the wind ears, the XO leg correction, and the male breast hypertrophy correction. The existence of these niche projects is sighing: Only unexpected, no medical beauty can not be done.

There is also a special ones in the niche project called Feng Shui eyebrows, which is very popular in Chaoshan. Xiao Xiao, a senior expert in the field of plastic surgery, introduced to the daily characters that in the past two years, Feng Shui eyebrow projects have been popular in the circle. Feng Shui eyebrows, as the name suggests, can reshape the shape of the eyebrow through eyebrows, and are generally metabolized pigments. The ordinary eyebrow project is not small, but the price of more than 100,000 eyebrows is not to be afforded by ordinary people.

Xiao Xiao's most exaggerated customers spent 600,000 Feng Shui eyebrows in total. In this customer's opinion, a piece of eyebrows spent hundreds of thousands, the picture is heart security and auspicious, and the business is more red. Good eyebrows can help him integrate into the upper society, but also become his capital that he brags out. After all, a master who can make 600,000 Feng Shui eyebrows can not find a few in Chaoshan. When the eyebrows are bound to the "master" and "change of luck", it is not just a eyebrow.

The Feng Shui eyebrow project actually contains not only the eyebrows. Once the customer decides to sign the contract, the institution will provide a set of "meticulous" services. First of all, the senior numerology of the cooperation must be invited to calculate the Feng Shui and numerology to the customers. After seeing the face, the eyebrow shape is designed according to the results. During this period, there were also people who accompanied customers to go up the mountain to eat fasting, bathing, worshiping Buddha, prayer, etc. After this series of links, the highlight of the eyebrows really started.

Xiao Xiao had encountered a customer, and originally just wanted to make 6,800 yuan eyebrows, but after learning Feng Shui eyebrows, she spent 10 times the price to make a set. After the end, she felt that the effect was good. He also brought Feng Shui eyebrows, "to find objects more smoothly." In Xiao Xiao's opinion, eyebrows are more psychologically implied to customers, "Maybe a chance to make changes." The tide man can not jump, but you can't have no hair

Walking in Beijing Sanlitun, Chengdu Taikooli, Hangzhou Intime IN77, where you look at it, you will find that many men have the white skin color and small pores that are not as good as the female companions around them. Take care.

More and more men do medical beauty are the facts. In 2021, a total of 2.3 million men in China conducted medical beauty consumption, an increase of more than 65%year -on -year, and the increase of 6 times the increase. According to predictions, in the future, men's medical beauty consumption power will be greatly improved, and medical beauty business will no longer be women's business.

In the field of male medical beauty, an important project has to be mentioned, that is, hair transplantation. There are 250 million people in China, and 80 % of them are men, and most patients with severe hair loss are also men. Therefore, male consumers in the field of hair transplantation can account for 60%-70%of the total, focusing on two major groups between 23-25 ​​and 45 years old.

Last year, the size of China's hair transplantation market reached 16.9 billion yuan. It focused on several major medical institutions of hair transplant services. Yonghe, Bilian Sheng, Barley, and Freshmen have become the four major leaders in private hair transplant institutions. In the past two years, whether it is on the subway, bus, or building elevators, you can see their hair transplant ads.

The most common repair parts who choose to transplant these institutions are the top and forehead of their heads. Of course, in the optional hair transplantation projects, there will also be projects such as beards and chest hair -in order to look more masculine. But for Asians, how much these two projects seem a little wild and cost -effective, and only a few people will do it.

Looking at the post -95 group of hair transplantation, the worst is the Guangdong guy. In the MOB Research Institute's "post -95 post -95 hair transplant distribution province", the hair transplant rate of Guangdong boys is first, and they are particularly sensitive to the price. In a statistics read by NetEase numbers, the problem of hair loss of Guangzhou people's favorite search is: "What is the reason for hair loss?" And follow the search records. Doctors' answers are diverse. But there is no unified answer. In addition to Guangdong, the guys in Jiangsu and Zhejiang are closely behind, and they are also the most troubled group in the country.

In the entertainment industry with severe anxiety, the baldness has also become a big pain point for celebrities. Although the stars have never been willing to admit that they have transplanted hair, and the hair transplantation agency must be kept confidential according to the contract, but the stars who have had hair on their foreheads, their hair can become more dense and shiny, and the people who eat melon will also have it. Xinxin Pill: Hair transplant is really useful.

2022 Research Report on China's Hair Transplant Industry shows that the portrait of the people willing to transplant hair transplantation is: medium and high income, pursue high value, pay attention to appearance, and pursue quality of life. Among them, male hair transplantation is mostly needed, and female hair transplantation pursues more details. Even more popular, boys' hair transplantation simply simply is not called "uncle", and does not need to wear a peaked cap to cover the inter -hairline. Girls' hair transplantation is to become a "perfect goddess". Based on 95 points, pursue perfect 100 points.

Boys are slow to pay for money, but they are willing to pay fast but difficult to serve

Iri Consulting has predicted that in the future, young men will become the main growth point of medical beauty. For men, medicine and fitness are the way to improve and become more attractive. Male medical beauty people are also younger. The proportion of medical beauty in 19-22 years of age is higher, reaching 22.4%, and women of the same age group account for only 12.9%.

But at the moment when I entered the facial clinic, the speed and determination of men and women for medical beauty were significantly different. According to data from Ai Media Consultation, the average unit price of men seeking beauty is 2.75 times that of women, which means that male medical beauty projects usually have higher profits.

But at the same time, men are more cautious and rational. Many men may be in contact with their families and partners, and they have been exposed to medical beauty, or they have been thinking for a long time before they make up their minds to conduct the first face -to -face diagnosis in life. Therefore, at the moment they got the contract contract, they simply took out the cautious efforts to sign a contract with the company. We must see each of the advantages and disadvantages. If all aspects, we can sign, pay for the treatment, and go to the treatment desk.

And girls are different, especially "old drivers". They are happy to do a good job on Xiaohongshu and Weibo. After entering the door, they are familiar with them. Once the project is determined, the signing speed is extremely fast. quick.

At this point, Xiao Xiao's perception is that in the past, the medical beauty market was mainly female consumers, and women better understand the medical beauty projects. On the one hand, they are very savvy. Each project will pursue the highest cost performance, and even sit up The diagnosis and treatment desk may also be bargain, but on the other hand, once the "pit" of the medical beauty, its unique high -re -acquisition rate has made women continue to pay for new projects.

Sometimes, when a project is over, the beautician may recommend supporting projects. At this time, men are often not easy to shake, while women are more willing to continue to pay for new projects. However, buying more orders means that the demand is higher. Without the expected results, it is more difficult for female consumers to be persuaded and soothe. The latest report of the MOB Research Institute pointed out that in the same project, men value the effect more, and women are more concerned about cost -effective.

Although the average unit price of male medical beauty is higher than that of women, the overall calculation, female consumer's medical beauty purchasing power is still very powerful. In terms of the type of medical beauty project, women's medical beauty projects far exceed men, and each project is not cheap. For example, only the large category of whitening and skin rejuvenation contains ten types of optional can be optional The project of the project for the first time entered the beauty salon, it is difficult to dizzy. On the other hand, many projects are more than one course of treatment. With the superposition of many projects, women's medical beauty consumption amount can be said to have no upper limit.

In terms of specific project selection, no matter whether men and women, there is one of the hottest keywords: thin. "Wrinkle removal and thin face" has become a top1 of men and women's favorite medical beauty projects. Under this class, hyaluronic acid, pellet Maggie, radio frequency tightness and other projects are also thinner branches.

According to statistics, in the post -95s, men and beauty consumers, men love swords more, rhinoplasty, double eyelids, and hair transplantation are their favorite three major projects, while girls are more intensive. Face -to -face needles are their preferred projects. But whether men and women can complete medical treatment healthy and safely are their most important factor.

After the 95th and 00s, the medical beauty consumption, the appearance is anxious into a double -edged sword

In the MOB Research Institute's investigation of the post -95s, 56.1%of people can feel the mild appearance anxiety, 15.8%of people have moderate anxiety, and severe anxiety, very dissatisfied with their appearance, and "need to do what to do. A lot of medical beauty projects to improve their appearance reached 4.5%. It can be seen that unconfident appearance has become the "heart disease of contemporary people."

The report released by the MOB Research Institute's "Distribution of the Age of Chinese Medical Meimei APP users in April 2021" shows that the proportion of post -95 users accounted for nearly 30%, exceeding the post -90s and post -85s. After the 95th and 00s, it has become the most important group of "development" consumers in the field of medical beauty. This point is also firmly caught by capital.

And social networks have lowered the threshold for people's contact with medical beauty. At the moment, opening up social media, a trend that can be seen by the naked eye is that there are more and more young people who share the results of medical beauty, and the words are becoming more and more skilled. These sharing makes the beauty of the medicine no longer mysterious. And the projects they do are also more and more refined. A comprehensive eye composite can be selected for more than a dozen plastic surgery projects.

Xiao Xiao has been in contact with many eye comprehensive cases. Many 00s are also children who have just been adults. After seeing these cases, they have a face -to -face consultation under the leadership of the parents. Under the promotion, they may increase the inner corners and other projects, and by the way to get a face -to -face needle and laser whitening, it is also very common. This type of group does not like to move knives. Non -surgical medical beauty. As long as the price is acceptable, the side effects are limited, so it is not difficult to pay for parents to pay.

Light medical beauty is the best choice for post -00s. Eye synthesis and orthodontic teeth are their favorite projects. Hyaluronic acid, laser hair removal, etc., the heat is high.

The post -95s have entered the society, not only to roll the work ability, but also the appearance. The prevailing hippocampus and naive blue photo halls are an example. As one of the passes for job hunting and further studies, a flawless certificate is standard.

Among the post -95s, "light medical beauty" is also greatly sought after, such as hyaluronic acid filling, whitening needles, thin face needles, photon rejuvenation, hot Maggie, etc. Even when they first entered the society, they were willing to hollow out their wallets. According to the statistics of the MOB Research Institute, the monthly income distribution of the post -95 medical users is 5,000 yuan and below, accounting for nearly 70 %.

With the development of medical beauty technology, people have more and more opportunities to improve the appearance defects they care about, but it is becoming more and more difficult to distinguish. Which is true anxiety and which is the created anxiety. Social media also put young people with different conditions on the same starting line, lashing them to continuously improve themselves, hoping to compete for limited resources with a more attractive appearance. But the reality is that even if the technology is already very mature, there will be no 100%satisfaction rate.

In any case, in the world of medical beauty, there is no "most beautiful", looking at the beauty of medical rationality, alerting the potential appearance PUA, and accepting the self that is working hard to relieve anxiety and avoid being swallowed by anxiety.

(At the request of the interviewee, Xiao Xiao in the article is a pseudonym)

Reference materials:

1. New oxygen big data: 2021 medical whitening paper

2.MOB Research Institute: 2021 post -95th medical beauty group insight report

3. Iri Consultation: Research Report on Chinese New White -collar Consumption Behavior in 2020

4. Iri Consultation: 2020 Chinese medical beauty industry insight into white paper

5. Xiaohongshu: Consumer monthly report in November 2021

6. NetEase Natal Reading: Chinese hair loss map is released, people here are the most bald

7. Second needle system & Consumption Daily: 2022 China Hairstyle Industry Research Report 8. More beautiful: 2021 medical beauty industry white paper

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