Meituan Reveals 'Chengdu Speed' in Medical Aesthetics: Orders Surge 4.3x in Six Months

“Small-bubble” skin treatments for free, ice-point hair removal services for just 9.9 yuan, and 50% off officially authorized branded hyaluronic acid injections... In July, consumers searching for medical aesthetics on Meituan in Chengdu were greeted with an overwhelming array of high-quality, discounted products and services that left them spoiled for choice.

With the official launch of Chengdu Medical Aesthetics Month, Meituan Aesthetics, in collaboration with event organizers and local Chengdu businesses, introduced consumer discount promotions. Meanwhile, on the 18th, Meituan Aesthetics’ Medical Business Division hosted the “2019 Meituan-Dianping Medical Aesthetics Industry Summit” in Chengdu, where hundreds of medical aesthetics brands and institutions gathered to discuss the future development of the industry.

In January this year, Meituan Medical Aesthetics released data on medical aesthetics consumption in Chengdu: the average per capita spending was 1,038 yuan, with the highest transaction value exceeding 110,000 yuan. At that time, Li Xiaohui, General Manager of Meituan Dianping’s Medical Aesthetics and Health Business Division, also stated that the company would further increase its investment in the Chengdu area to help the city build a nationally leading and globally renowned “Capital of Medical Aesthetics.”

After a six-month interval, Li Xiaohui once again shared insights on the “Chengdu Speed” of medical aesthetics consumption at this summit: In the first half of 2019, the volume of online medical aesthetics orders in Chengdu increased by 4.3 times, ranking fourth after Beijing, Shanghai, and Shenzhen; the number of ordering users grew by 3.3 times, with the number of consumers ranking third nationwide, following only Beijing and Shanghai.

Not only does Chengdu lead in growth rate, but it also attracts beauty seekers from across China by leveraging its advantages in institutions, resources, and talent within the medical aesthetics industry. Data released by Meituan Medical Aesthetics shows that in the first half of 2019, the largest number of beauty seekers traveling to Chengdu for medical aesthetic procedures came from Shanghai, Xi’an, Beijing, Guangzhou, and Chongqing. With visitors coming from Hangzhou in the east, Hong Kong in the south, Yining in Xinjiang in the west, and Harbin in the north, the influence of Chengdu’s city brand as the “Capital of Medical Aesthetics” is clearly evident.

In Li Xiaohui’s view, the connection between Meituan Medical Aesthetics and Chengdu goes far beyond this. “Meituan’s medical aesthetics business began incubation in August 2017, and Chengdu proposed its goal of building a ‘Capital of Medical Aesthetics’ in September 2017, demonstrating that both parties recognized consumers’ growing demand for enhanced beauty and health.” In her next phase of strategic planning, Chengdu remains one of the most core strongholds.

Li Xiaohui, General Manager of the Medical Aesthetics and Health Business Division at Meituan Dianping, Delivers a Keynote Speech at the Summit

The surge in demand for medical aesthetic services urgently calls for greater focus by all market stakeholders on ensuring consumer safety. In January this year, Meituan Medical Aesthetics joined forces with upstream brands such as Bloomage Biotech and Allergan to establish the industry’s first “Authentic Products Alliance,” streamlining upstream supply and distribution channels, introducing authorized pharmaceutical qualifications, and enhancing transparency in the circulation of pharmaceutical products from mid- to upstream segments. At this summit, Meituan Medical Aesthetics further partnered with the Chengdu Medical Aesthetics Industry Association, aiming to expand the coverage of the “Authentic Products Alliance” to include more brands and institutions.

Meituan-Dianping and Chengdu Medical Aesthetics Industry Association Jointly Launch the “Medical Aesthetics Selected Genuine Products Alliance”

“We hope that the Genuine Products Alliance will help more consumers understand the importance of using authentic products and the seriousness of medical aesthetics, enabling them to develop a safety-conscious mindset for self-protection while pursuing beauty,” said Wang Xidan, full-time Deputy Secretary-General of the Chengdu Medical Aesthetics Industry Association. She believes that the Genuine Products Alliance will play a certain role in promoting the development of Chengdu as the “Capital of Medical Aesthetics.”

For ordinary consumers, there is no longer a need to struggle with distinguishing authentic products from counterfeits. By simply searching on the Meituan or Dianping apps, they can directly locate medical aesthetic institutions authorized by upstream brands and select the corresponding services. Prior to visiting the clinic for treatment, consumers can also scan QR codes on pharmaceutical products via the app to verify their authenticity, thereby further ensuring the compliance and standardization of the medications used.

Meituan Medical Aesthetics Genuine Product Alliance: Illustration of the “Scan to Verify Authenticity” Consumer Experience

“Governments, platforms, and brand owners are jointly promoting the standardization and transparency of the medical aesthetics industry. In this context, those medical aesthetics institutions that contribute to this positive trend will enhance their own brand credibility.” According to Wendy Wen, Director of Consumer Marketing and Digital Marketing at Allergan China, platforms will play a “leading” role in this process.

Data shows that as of June 2019, Meituan’s medical aesthetics business had expanded to 380 core cities, partnering with over 8,500 merchants. It covered more than 390 subcategories, including skin care management, anti-aging treatments, hyaluronic acid injections, health checkups, and dental care, accumulating over 3.5 million authentic user reviews. Zhang Jing, General Manager of Meituan Dianping’s In-Store Comprehensive Business Unit, has repeatedly stated that the medical aesthetics business should build a service community with upstream brands and medical aesthetic institutions to create a comprehensive medical aesthetics ecosystem.

According to reports, medical aesthetics is one of the key sectors within Meituan’s In-Store Comprehensive Services. Currently, these services offer consumers over 100 categories of lifestyle services, including bathing and spa, KTV, beauty and wellness, medical aesthetics, family and parenting, wedding services, education and training, home furnishings, and pet care. Additionally, they provide local lifestyle service merchants with digital solutions for marketing and business operations.