SoYoung Reports 213% YoY Surge in GMV During 11.11 Aesthetic Carnival, Driving Economic Recovery Through Consumer Upgrading
This 11.11, the long-suppressed consumer enthusiasm of the nation was fully unleashed.
As the definitive hub for 11.11 aesthetic medicine consumption, SoYoung’s “11.11 Aesthetic Medicine Carnival” saw a year-on-year increase of 213% in total online transaction value from 00:00 on October 14 to 24:00 on November 11.
This momentum is creating an entirely new growth frontier in the medical aesthetics industry, better meeting the widespread demand for safe aesthetic procedures among beauty seekers. More importantly, the surging power driven by the “consumption upgrade” trend holds obvious significance for building a high-quality “internal circulation.”
The epidemic outbreak at the beginning of this year has had a significant impact on the medical aesthetics industry, but on the other hand, it has accelerated the upgrading and reshuffling of the industry. As epidemic prevention and control entered a "new normal," consumer demand was gradually released, and China's medical aesthetics industry resumed its high-speed growth.
To maximize benefits for beauty seekers, SoYoung’s “11.11 Aesthetic Medicine Carnival” has specially prepared RMB 100 million in subsidies and discounts of up to 50% off across the board, delivering an ultimate cost-effective experience for its platform users. With the trust and support of tens of millions of beauty seekers, SoYoung has significantly stimulated a surge in consumer spending within the aesthetic medicine market.
As of 24:00 on November 11, compared to the same period in 2019, the average daily number of users searching for body contouring services increased by 70% year-on-year, while the average daily number of users adding these services to their shopping carts rose by 189%. For skin rejuvenation services, the average daily search volume increased by 68% year-on-year, and the average daily number of users adding items to their shopping carts increased by 123%. The average daily number of users searching for facial contouring services doubled (a 100% year-on-year increase), with a 49% year-on-year increase in the average daily number of users adding these services to their shopping carts. For eye plastic surgery, the average daily search volume increased by 96% year-on-year, and the average daily number of users adding items to their shopping carts rose by 164%. In the case of rhinoplasty, the average daily search volume increased by 76% year-on-year, while the average daily number of users adding items to their shopping carts increased by 117%. For lip plastic surgery, the average daily search volume surged by 186% year-on-year, whereas the average daily number of users adding items to their shopping carts saw a modest 16% year-on-year increase. Finally, for breast augmentation, the average daily search volume increased by 49% year-on-year, and the average daily number of users adding these services to their shopping carts rose by 150%.
As the definitive hub for medical aesthetics consumption during the 11.11 shopping festival, SoYoung’s “11.11 Medical Aesthetics Carnival” attracted participation from 1,000 clinics, which rolled out their most competitive promotions to support the event. The surge in popularity drove a rapid increase in clinic revenues, serving as a testament to China’s economic vitality and consumption upgrading.
Professional aesthetic medicine physicians have also become the strongest driving force behind this year’s SoYoung Aesthetic Medicine Carnival. As part of its content-building initiatives, SoYoung not only provides physicians with a fast and convenient onboarding process but also helps them better serve beauty-seeking consumers by establishing a diversified content ecosystem framework and offering remote consultation tools. As a result, consumer understanding of aesthetic medicine has been comprehensively enhanced.
In addition to traditional services such as body contouring and skin rejuvenation, interest in several specialized procedures has risen significantly. As of 24:00 on November 11, compared with the same period in 2019, the average daily number of searches for genital cosmetic surgery increased by 32% year-on-year, while the average daily number of users adding these items to their shopping carts surged by 449%. For autologous fat procedures, the average daily search volume rose by 78% year-on-year, and the average daily number of users adding them to their shopping carts increased by 101%. In the category of bone contouring surgery, the average daily search volume grew by 145% year-on-year, and the average daily number of users adding these items to their shopping carts rose by 105%.
In addition, in response to the increasingly prevalent issue of sudden hair loss, hair transplantation emerged as one of the fastest-growing medical aesthetic services in terms of search volume during New Oxygen’s “11.11 Medical Aesthetics Carnival.” The average daily number of searches rose by 665% year-on-year, while the average daily number of users adding the service to their shopping carts increased by 51% year-on-year. The popularity of these specialized services indicates, to some extent, that China’s medical aesthetics market is gradually maturing.
Shifts in consumer behavior among aesthetic seekers have ushered in many new trends for New Oxygen’s “11.11 Aesthetic Medicine Carnival.” During the pandemic, a large number of aesthetic seekers accessed and learned about medical aesthetic information through online channels. Under this influence, communication among medical aesthetic institutions, physicians, and aesthetic seekers has been further strengthened.
By leveraging technologies such as live streaming and mini-programs, SoYoung’s “11.11 Medical Aesthetics Carnival” has lowered the entry barrier for medical aesthetic services, enabling more users in third-tier cities and below to easily access top-tier medical aesthetic products and services. Overall, public recognition of medical aesthetic consumption is steadily rising, with transaction volumes showing an upward trend in numerous third-tier cities and below across China.
The value of high-quality live-streaming content has also become increasingly prominent.
From 0:00 on October 14 to 24:00 on November 11, So-Young accumulated over 5,000 hours of live streaming, with total views exceeding 30 million. Professional explanations and efficient interactions have earned “user trust,” enabling aesthetic seekers to more confidently select suitable medical aesthetic procedures based on this reference.
On November 11, SoYoung’s official super livestream channel specially invited Er Chen, a Douyin influencer with tens of millions of followers, and Bruce, SoYoung’s top streamer, to join forces. In just four hours, the livestream attracted 1.67 million views, promoted over 3,000 aesthetic procedures across 45 cities in China, distributed benefits worth a total of RMB 1.26 million, and achieved a highest single transaction value exceeding RMB 80,000.
Leveraging its technological advantages in 5G, AI, and other fields, SoYoung is leading the medical aesthetics industry into the VR era, significantly enhancing the interactivity and engagement of online medical aesthetics consumption. Practical tools such as SoYoung Magic Mirror for facial analysis and QR code-based authenticity verification cover key content and information needs across all critical stages: pre-procedure, intra-procedure, and post-procedure.
During the Double 11 shopping festival, the cumulative usage of SoYoung’s mini-programs surged. Unexpectedly, “face-scan hairstyle matching” and “what hairstyle suits me” emerged as standout keywords in search queries, with SoYoung’s “Hairstyle Design” tool gaining significant popularity among beauty seekers.
Experts believe that So-Young’s “11.11 Medical Aesthetics Carnival,” leveraging its home-field advantage, has become a transformer, leader, and the largest source of incremental growth in the medical aesthetics industry. It has played a crucial role in stimulating consumer demand for medical aesthetic services and accelerating the industry’s recovery, with its impressive performance further underscoring the robust vitality and resilience of China’s economy.