This 11.11, the nation's long-suppressed consumer enthusiasm was unleashed.
As the undisputed hub for medical aesthetics spending during 11.11, Xinyang's "11.11 Medical Aesthetics Carnival" saw online transaction volume surge by 213% year-over-year from October 14 at midnight to November 11 at midnight.
This momentum is creating a new growth frontier for the medical aesthetics industry, better meeting the demand for safe procedures among beauty seekers. More crucially, this surging energy driven by "consumption upgrade" trends holds undeniable significance for building a high-quality "internal circulation" economy.
Concentrated Burst of Medical Aesthetics Market Consumption
The pandemic outbreak early this year dealt a significant blow to the medical aesthetics industry, yet it simultaneously accelerated the sector's upgrading and restructuring. As epidemic prevention entered a "new normal," pent-up demand among beauty seekers gradually surfaced, propelling the domestic medical aesthetics industry back into high-growth territory.
To maximize rewards for consumers, NewOxygen's "11.11 Medical Aesthetics Festival" offered substantial benefits including 100 million yuan in subsidies and sitewide discounts capped at 50% off, delivering unparalleled value for users. With the trust and support of millions of consumers, NewOxygen significantly stimulated explosive growth in medical aesthetics spending.
By 24:00 on November 11, compared to the same period in 2019:Daily searches for skin care treatments rose 68% YoY, with daily additions to shopping carts up 123%; daily searches for facial contouring increased 100% YoY, with daily cart additions up 49%; daily searches for eye procedures climbed 96% YoY, with daily cart additions surging 164%;Nose surgery: Daily search volume up 76% YoY, daily add-to-cart volume up 117% YoY; Lip surgery: Daily search volume up 186% YoY, daily add-to-cart volume up 16% YoY; Breast surgery: Daily search volume up 49% YoY, daily add-to-cart volume up 150% YoY.
Non-traditional categories gain significant attention
As the undisputed hub for medical aesthetics consumption during 11.11, XY's "11.11 Medical Aesthetics Festival" attracted 1,000 participating institutions, with medical aesthetics providers offering their most competitive promotions to fuel the festivities. The event's fervor drove rapid growth in institutional revenue, serving as a testament to China's economic vitality and consumption upgrade.
Professional medical aestheticians emerged as the strongest driving force behind this year's XYOG Festival. As part of its content strategy, XYOG not only provided doctors with fast and convenient onboarding but also built a diversified content ecosystem and offered remote consultation tools to enhance their service delivery to beauty seekers. Consequently, consumers gained a more comprehensive understanding of medical aesthetics.
Beyond traditional procedures like body contouring and skin rejuvenation, specialized treatments saw notably heightened interest. By 24:00 on November 11th, compared to the same period in 2019:Daily searches for autologous fat grafting rose 78% year-over-year, with daily additions to shopping carts surging 101%; daily searches for bone contouring procedures climbed 145%, while daily cart additions increased 105%.
Additionally, amid the growing prevalence of sudden hair loss, hair transplant procedures emerged as one of the fastest-growing aesthetic treatments during NewOxygen's "11.11 Medical Aesthetics Festival," with daily search volumes surging 665% year-over-year and daily cart additions climbing 51%. The popularity of these specialized procedures indicates that China's medical aesthetics market is gradually maturing.
Lower-tier markets emerge as new growth drivers
Shifts in consumer habits among beauty seekers revealed several new trends during XY's "11.11 Medical Aesthetics Carnival." During the pandemic, a large number of consumers turned to online channels to access and understand medical aesthetics information. This trend has further strengthened communication between medical aesthetics institutions, doctors, and consumers.
Leveraging technologies like live streaming and mini-tools, XY's "11.11 Medical Aesthetics Carnival" lowered the barrier to accessing aesthetic services. More users in third-tier and below cities can now easily enjoy top-tier medical aesthetic products and services. Overall, acceptance of aesthetic consumption among the public is steadily rising, with transaction volumes increasing in multiple third-tier and below cities nationwide.
The value of high-quality live-streaming content has also become increasingly evident.
From October 14 at midnight to November 11 at midnight, XYong's cumulative live-streaming duration exceeded 5,000 hours, with total viewership surpassing 30 million. Professional explanations and efficient interactions have earned "user trust," allowing consumers to confidently reference these streams when selecting suitable medical aesthetic procedures.
On November 11th, XY's official super livestreaming room specially invited Douyin influencer Erchen (with over 10 million followers) and XY's top host Bruce to co-host. Within just 4 hours, the livestream attracted 1.67 million viewers, recommended over 3,000 procedures across 45 cities nationwide, and distributed benefits worth a total of 1.26 million yuan, with the highest single transaction exceeding 80,000 yuan.
Leveraging technological advantages in 5G and AI, XYong is leading the medical aesthetics industry into the VR era, significantly enhancing the interactivity and enjoyment of online medical aesthetics consumption. Practical tools like XYong Magic Mirror facial analysis and QR code verification cover critical information needs throughout pre-, intra-, and post-procedure stages.
During the 11.11 period, cumulative usage of XY's tools surged dramatically. Unexpectedly, "face scan for hairstyle matching" and "what hairstyle suits me" emerged as standout keywords in searches, with XY's "Hairstyle Design" tool gaining immense popularity among beauty seekers.
Industry experts note: Leveraging its home-field advantage, Xinyang's "11.11 Medical Aesthetics Carnival" has emerged as a transformative force, industry leader, and primary growth driver within the medical aesthetics sector. It has played a pivotal role in stimulating consumer demand and accelerating industry recovery, with its remarkable achievements further highlighting the robust vitality and resilience of China's economy.