The concept of beauty discussed in daily life can generally be divided into two kinds: life beauty and medical beauty. Medical beauty refers to the repair and re-resection of various parts of the human body through medical techniques such as surgery, medical instruments and drugs, so as to improve the medical sense of the human body, including color skin rejuvenation, wrinkle removal and beauty, eyebrow/hat/nose/maxillofacial modeling/lip care, etc. At the same time, due to the increase of residents' income, the requirements for image have increased, which has stimulated the growth of the beauty market. The beauty market is mainly a female group, and its image needs a young white-collar worker and a middle-aged woman who needs to delay aging. These two age groups are the main consumers in the beauty market.

There are three signs that the beauty market continues to expand: 1. The age of consumers in the beauty market is gradually declining, and students have joined the consumer army in the beauty market, expanding the beauty group. 2. The beauty demand of male consumers is also expected to attract attention. The beauty industry is mainly distributed in first-tier cities and gradually penetrates into second-and third-tier cities. However, the competition mode of medical beauty institutions is relatively scattered, and there are many unqualified small medical beauty salons. Advertising has become a means to attract customers from these institutions. The income of medical beauty institutions mainly comes from the sales and service fees of drug friends. Due to the high cost of advertising marketing, the profitability of medical and aesthetic institutions is usually not high.

Now the national policy is that in the beauty industry, the days of small beauty hospitals are no longer good, and the market is large beauty salons. In addition, the beauty industry began to touch the internet, and medical beauty applications realized information sharing and interaction through the community, and established a consumer feedback and evaluation system. Building an offline platform for medical beauty salons will win the opportunity in the future competition.

Overseas molding is a kind of consumption, which leads to some high value-added projects. American institutions have a high degree of dependence on marketing and stronger marketing methods. Low marketing efficiency: the relatively extensive media communication mode and rising prices in medical beauty salons cause low marketing efficiency. The prosperity of social media has promoted the transparency of the industry, but the current information situation still needs to be improved: price, service, quality, products, qualifications and scheme judgment. The profitability of the medical and beauty industry has returned to normal level. The era of blasphemy is gradually drifting away: the net profit rate shows that the profitability of medical beauty salons is gradually returning to normal level, and the era of medical beauty industry is gradually stepping up. Because of the transparency of products and services.