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国内医美将进入下半场
医美行业乱象丛生,行业管理亟待加强。对此,全国政协委员、中国医学科学院整形外科医院研究中心主任肖苒提出,医疗美容市场健康成长离不开监管机制保障。目前我国涉及医疗美容行业的行政主管单位包括卫生监督部门、工商部门、食药监督部门及公安部门,一方面需对医疗美容行为严格界定,另一方面应进一步明确和细化各相关部门职责。
中国整形美容协会副会长汪永安认为,中国医美已进入下半场,新的商业模式和技术条件下,传统无资质、费用高、宣传虚假广告的“黑诊所”模式将难以为继。
上世纪90年代中期,一批先富起来的人们开始“追求美”。屈指可数的几家公立医院美容外科难以满足市场需求,民营医美机构就此萌芽。2000年后,民营医院开始引进国外设备,加之公立医院知名医生的加盟,国家也颁布一系列医疗美容相关管理办法,这些利好成就了民营医美机构的第一次跨越。
随后,“人造美女热”使得医美消费市场开始普及,短时间激发大量需求,使一些投机者盲目扩张——医生与机构良莠不齐造成大量医疗纠纷出现。直到“微整形”概念出现,整个医美行业迎来第二次发展高潮。
“和其他行业一样,‘互联网+’也已渗入到医美行业。在宏观和微观共同作用下,医美行业出现‘社区+电商’的商业模式,以低价团购实惠与案例分享的信任也逐渐被90后年轻消费者追捧。而这些医美垂直分享社区的出现,将使一部分‘黑诊所’无以为继。而对于正规医美机构,却是相辅相成良性发展的合作方向。”汪永安提出,在宏观经济、新技术、消费升级等综合因素作用下,中国医美即将进入下半场,迎接新的游戏规则。
汪永安认为,“魏则西事件”后,医美行业“百度竞价”历史已翻篇。取而代之的是向社群转换,口碑案例将成新的游戏规则。具有好口碑的匠心医美机构、医生工作室和相关从业者,会在“互联网+”影响下,逐渐成为行业内高收入主力军。
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