艾媒咨询 | 2025-2026年中国美容美发行业大数据研究与消费行为调查数据

国内美容美发行业历经数十年市场化发展，依托居民消费升级与服务业扩容，现已形成线下实体门店、洗护美容服务、美妆日化产品等多板块联动的完整产业链，是生活服务消费中不可或缺的支柱产业。全球领先的新经济产业第三方数据挖掘和分析机构iiMedia Research（艾媒咨询）最新发布的《2025-2026年中国美容美发行业大数据研究与消费行为调查数据》显示，2025年中国美容美发行业规模进一步扩大至4459亿元。行业消费消费结构呈现显著特征，仍以女性消费者为主体，占比76.54%；男性消费者占有一定比重，占比23.46%。核心消费人群为26-46岁中青年群体，且多为5001-15000元中高收入人群；消费区域集中在西南、华东、华南地区。
消费者选择美发店的核心需求集中在自身动手能力不足的专业弥补，重视专业服务价值与品牌实力。线上渠道（内容分享、社交平台）是消费者获取美发信息的核心路径，美发行业需结合线上内容运营与线下宣传，形成整合传播矩阵。消费者对微整形的需求核心偏向容貌的社会功能价值（如就业、生活影响），对微整形呈现出高度接纳的主流态势，但当前医美消费仍以特定人群为主，大众普遍持观望态度。
艾媒咨询分析师认为，美容美发行业规模的持续扩张与稳健增长，标志着该市场已进入稳定成熟的发展阶段，消费需求基础牢固并保持升级态势。行业的整体繁荣将吸引更多资本与人力资源投入，推动服务专业化与技术应用深化。未来竞争将更聚焦于服务质量提升、品牌差异化建设以及运营模式创新，以把握持续增长带来的长期机遇。
After decades of market-oriented development, China’s beauty and hairdressing sector has built a complete industrial chain integrating physical offline stores, hair & beauty care services, and cosmetics and daily chemical products, fueled by rising household consumption and the expansion of the service industry. It has become an indispensable pillar of consumer services. According to Big data analysis and consumer behavior survey in China's beauty and hairstyling industry from 2025 to 2026 newly released by iiMedia Research, a world-leading third-party new economy data research institution, the market size of China’s beauty and hairdressing industry climbed to RMB 445.9 billion in 2025.Notable traits stand out in the industry’s consumption structure: female consumers dominate at 76.54%, while male consumers account for the remaining 23.46%. Core consumers are middle-aged customers aged 26 to 46, mostly middle-to-high earners with a monthly income ranging from RMB 5,001 to 15,000. Consumption is geographically concentrated in Southwest, East and South China.Most consumers turn to professional salons for specialized services they cannot perform themselves, attaching great importance to service professionalism and brand strength. Online channels including content platforms and social media serve as the primary way for customers to access hairdressing-related information. Hence, industry players need to combine online content operation with offline promotion to build an integrated marketing communication system.
When it comes to minimally invasive cosmetic procedures, consumers’ core motivation lies in the social benefits of improved appearance such as better employment prospects and quality of life. Minimally invasive aesthetics have gained wide public acceptance, yet such medical beauty spending remains limited to niche groups, with most ordinary consumers staying cautious.
Analysts from iiMedia Research point out that the sustained expansion and steady growth of the beauty and hairdressing industry signal a mature market underpinned by solid and continuously upgrading consumer demand. The sector’s thriving development will draw more capital and talent, boosting service specialization and technological innovation. Future market competition will center on service improvement, differentiated brand building and operational model innovation to capture long-term growth opportunities.

艾媒咨询|2021年中国轻医美行业研究及产业链分析报告

本报告研究涉及企业/品牌/案例：爱美客，华熙生物，奇致激光，华韩整形，新氧，兰州生物

数据显示，2020年中国轻医美用户市场规模达到1520万人，预计到2021年将增至1813万人。在消费意识觉醒和消费需求驱动下，机构、医生在供给端强势助推轻医美行业更快速发展，预计2021年中国轻医美市场将达到798亿元，同比增长46.4%。在行业快速增长的同时，轻医美产业链各环节企业由于集中度不同导致利润分配不均，具体来看，上游原料耗材企业由于高技术壁垒，市场集中度较高，毛利率高于中下游企业，如知名玻尿酸、肉毒素产品制造企业爱美客、华熙生物等，而中下游由于竞争分散，单体获利参差不齐，更容易产生乱象。但总体来说，在行业监管加强、机构自律、平台监督等多方力量共同作用下，轻医美行业将会向线上化、品牌化、规范化发展。
According to the data, the market size of China's light medical beauty users will reach 15.2 million in 2020, and it is expected to increase to 18.13 million by 2021. Driven by the awakening of consumer awareness and consumer demand, institutions and doctors strongly boost the rapid development of light medical beauty industry in the supply side. It is estimated that China's light medical beauty market will reach 79.8 billion yuan in 2021, with a year-on-year growth of 46.4%. With the rapid growth of the industry, the profit distribution of enterprises in each link of the light medical beauty industry chain is uneven due to different concentration. Specifically, due to high technical barriers, the upstream raw materials and consumables enterprises have higher market concentration and higher gross profit rate than the middle and downstream enterprises, such as the well-known hyaluronic acid, botulinum toxin product manufacturing enterprises aimekke, Huaxi biology, etc., while the middle and downstream enterprises have higher gross profit rate due to scattered competition, Individual profit is uneven, more likely to produce chaos. But on the whole, under the joint action of industry supervision, institutional self-discipline, platform supervision and other forces, the light medical beauty industry will develop to online, brand and standardization.

艾媒咨询|2021全球及中国大健康产业运行大数据及决策分析报告

本报告研究涉及企业/品牌/案例：阿里健康，联合丽格，恒瑞医药，白云山，平安好医生，111集团，新氧，药明巨诺，盘龙药业，先导药业，好大夫在线，优健康，春雨医生，丁香医生，微医

受到人口老龄化、居民患病比例增加等因素影响，国家医疗费用支出不断增加，属于刚性需求；同时，随着人们对健康标准的不断提高以及互联网医疗技术的发展，大健康产业会在相当长的时期内持续保持增长态势。数据显示，2020年中国的大健康产业营收规模超过7万亿元，预计2021年将达8万亿元，增幅达8.1%。其中，得益于大健康产业发展以及疫情期间医药需求增长，生物制药、医疗器械两大细分领域表现良好，成为2020年中国投资热度较高的新经济行业，投资项目金额分别为919亿元和273亿元。
Affected by the aging population and the increasing proportion of residents, the national medical expenditure is increasing, which belongs to the rigid demand; At the same time, with the continuous improvement of people's health standards and the development of internet medical technology, the big health industry will continue to grow for a long time. According to the data, the revenue of China's big health industry will exceed 7 trillion yuan in 2020, and it is expected to reach 8 trillion yuan in 2021, an increase of 8.1%. Among them, thanks to the development of big health industry and the growth of pharmaceutical demand during the epidemic period, biopharmaceuticals and medical devices have performed well, becoming China's new economy industry with high investment enthusiasm in 2020, with investment projects of 91.9 billion yuan and 27.3 billion yuan respectively.

艾媒咨询|2020上半年中国医疗美容行业趋势研究报告

本报告研究涉及企业/品牌/案例：美团医美、新氧。

受颜值经济影响，医疗美容市场异常火热，自2013年以来，中国医疗美容市场规模便保持持续增长趋势，预计2020年中国医疗美容用户规模达1520万人。随着医美消费意识的进一步觉醒、供给的持续增长和“互联网+医美”模式的渗透，未来医美行业的用户规模将继续增长。iiMedia Research（艾媒咨询）调研数据显示，六成用户理解支持医美消费，而目前线下医美机构仍然是消费者获取医美信息的主要渠道，其次是网络社交平台以及互联网医美平台。互联网医美平台的渗透率提升及内容化趋势，将有效推动行业资源的进一步整合，专业医美平台未来或将成为消费者了解及鉴别医美信息的重要窗口。美团医美、新氧等互联网医疗美容平台为医美行业新生态建设起到推动作用。互联网医疗美容平台的出现，以其低廉的佣金和可靠的垂直搜索特性在一定程度上帮助医美行业吸引更多消费者，拓展了获客渠道。未来医美机构将更加注重调整自身的营销策略，借助互联网平台等新手段更加精准的进行用户挖掘和服务扩散。

Affected by the beauty economy, the medical beauty market is extremely hot. Since 2013, the size of China's medical beauty market has maintained a continuous growth trend. It is estimated that the number of Chinese medical beauty users will reach 15.2 million in 2020. With the further awakening of medical aesthetics consumption awareness, continuous growth in supply and the penetration of the "Internet and medical aesthetics" model, the user scale of the medical aesthetics industry will continue to grow in the future. As the data of iiMedia Research showed, Sixty percent of users understand that they support the consumption of medical beauty, and offline medical beauty institutions are still the main channels for consumers to obtain medical beauty information, followed by online social platforms and Internet medical beauty platforms. The penetration rate and content trend of Internet medical aesthetics platforms will effectively promote the further integration of industry resources. In the future, professional medical aesthetics platforms may become an important window for consumers to understand and identify medical aesthetics information. Internet medical cosmetology platforms such as Meituan Medical Beauty and So Young have played a role in promoting the construction of a new ecology in the medical cosmetology industry. The emergence of the Internet medical cosmetology platform, with its low commissions and reliable vertical search features, has helped the medical cosmetology industry to attract more consumers to a certain extent and expanded the customer acquisition channels. In the future, medical aesthetic institutions will pay more attention to adjusting their own marketing strategies, and accurately conduct user data mining and service diffusion.

艾媒报告|2019年中国轻医美消费趋势研究报告

本报告研究涉及企业/品牌/案例：飞顿医疗激光公司，奇致激光，Lumenis，CANDELA，华西生物，Allergan，昊海生物科技，中国生物兰州生物制品研究所有限责任公司，上海九院，北京八大处，四川华西，小红书，百度，微信，新氧，更美，悦美，美团，阿里健康

当前，中国轻医美市场供需迎来双增长，轻医美市场逐渐崛起。iiMedia Research(艾媒咨询)数据显示，预计2020年中国轻医美市场用户规模将达到1520万人。便捷、安全成轻医美消费重要推力，随着轻医美消费意识日益提升，轻医美或成中国消费者求美的“第一选择”。在消费意识觉醒和消费需求驱动下，机构、医生在供给端强势助推轻医美行业更快速发展。医美机构加速拓展轻医美业务，轻医美诊所应运而生。与此同时，轻医美医生在流程操作、药械使用上更易实现规模化培养。在行业支持体系方面，互联网医美平台助推轻医美加速数字化升级，市场管理提效规范行业发展。在此背景下，中国轻医美消费市场迎来更好的发展空间。纵观当前中国轻医美消费新态势，供需协同并进以及行业支持体系日益完善，轻医美消费已逐渐成为求美新主流。

At present, the supply and demand of China's light medical beauty market is experiencing double growth, and the light medical beauty market is gradually rising. According to iiMedia Research, it is estimated that the user scale of China's light medical beauty market will reach 15.2 million in 2020. Convenience and safety have become an important driving force for the consumption of light medical beauty. With the increasing consumer awareness of light medical beauty, light medical beauty or become the “first choice“ for Chinese consumers seeking beauty. Driven by the awakening of consumer consciousness and consumer demand, institutions and doctors have strongly boosted the rapid development of the light medical beauty industry on the supply side. Medical beauty institutions to accelerate the expansion of light medical beauty business, light medical beauty clinic came into being. At the same time, it is easier for doctors to realize large-scale cultivation in process operation and medical device use. In terms of the industry support system, the Internet medical beauty platform promotes the digitalization and upgrading of medical beauty, and market management improves the efficiency and standardizes the development of the industry. In this context, China's light medical beauty consumer market usher in a better space for development. In view of the new trend of China's light medical beauty consumption, the coordinated development of supply and demand and the increasingly perfect industry support system, light medical beauty consumption has gradually become the new mainstream of seeking beauty.

艾媒报告 |2019全球及中国大健康产业运行大数据及决策分析报告

本报告研究涉及企业/品牌/案例：恒瑞医药，白云山，111集团，平安好医生，好大夫在线，优健康，春雨医生，微医，丁香医生，和美医疗，北大医疗，PHG,新氧，联合丽格，正广兴家庭医生，强森医疗，微脉，美中嘉和，零氪科技，中有精准医疗，思派网络，普瑞眼科，臻和科技，移宇科技，小鹿医馆，妈咪知道，八百方，京东医药，阿里健康大药房，1药网，一心堂，健一网，好药师，健客网，美丽神器，更美，悦美，美莱整形，伊美尔，丽都整形，芝星整形，欧华美科

大健康产业细分领域的垂直深化，推动了大健康产业格局的不断完善。受政策鼓励和资本推动的影响，2019年，大健康产业在患者服务类领域、医疗服务类领域、医药服务类领域、医疗美容类领域和医疗保健类领域等细分场景快速发展。以恒瑞医药、白云山为代表的传统医药上市公司和以平安好医生、111集团和新氧科技为代表的互联网医疗上市企业各自占据大健康产业领域的一席之地。艾媒商情舆情监测系统数据显示，受2018年和2019年上半年医疗领域负面舆情的影响，大健康产业各上市企业正从低谷平稳回升。艾媒咨询分析师认为，受社会医疗需求和国家政策的推动，大健康产业仍是未来投资的亮点。

The vertical deepening of the large health industry segment has promoted the continuous improvement of the pattern of the big health industry. Influenced by policy encouragement and capital promotion, in 2019, the big health industry developed rapidly in the sub-sectors such as patient service, medical services, medical services, medical and beauty, and health care. The traditional pharmaceutical listed companies represented by Hengrui Medicine and Baiyun Mountain and the Internet medical listed companies represented by Ping An Doctor, 111 Group and New Oxygen Technology each occupy a place in the field of large health industry. According to data from the Aibu Business Intelligence Monitoring System, the listed companies in the big health industry are recovering steadily from the bottom of the market due to the negative public sentiment in the medical field in the first half of 2018 and 2019. Ai Media Consulting analysts believe that the health industry is still the highlight of future investment, driven by social medical needs and national policies.

2019年7月中国企业热点舆情事件监测与分析报告

本报告研究设涉及企业/品牌/案例：百度，腾讯，阿里，新氧，斗鱼，老虎证券，富途牛牛，悟空理财，包括步道乐跑、糗事百科、Soul、安逸花、淘新闻、贝贝、起点读书、人人贷借款、导航犬、扇贝单词、WIFI万能钥匙、掌阅、墨迹天气、智行火车票，陌陌，虎牙，映客，虎牙，欢聚时代

艾媒商情舆情数据监测系统(yq.iimedia.cn)显示，2019年7月A股市场接连爆雷，从新城控股董事长猥亵女童到暴风董事长行贿被拘，都引发媒体强烈关注。而百度AI开发者大会“泼水门”、孙宇晨天价午餐“打水漂”等事件、斗鱼《哪吒》令AI智能、数字货币、泛文娱等朝阳产业受到广泛关注。而教育机构外教涉毒猥亵、新氧涉售违禁药、APP过渡收集个人信息、晋江等被约谈整改等问题等，不仅引起网民广泛讨论引起了网民的广泛讨论，也推动相关监管部门的高度重视。

iiMedia business sentiment data monitoring system (yq.iimedia.cn) showed that in July 2019, the A-share market was exploding in succession. The arrest of the bride from the chairman of Xincheng Holdings and the bribery of the chairman of the storm had caused strong media attention. The Baidu AI Developer Conference “splashing watergate“, Sun Yuchen's high-priced lunch “watering“ and other events, fighting fish “Where“ made AI intelligence, digital currency, pan-cultural entertainment and other sunrise industries have received extensive attention. The education institutions' foreign-related teachings on drug abuse, new oxygen-related illegal drugs, APP's transition to collect personal information, Jinjiang and other issues such as rectification and rectification have not only caused widespread discussion among netizens, but also caused extensive discussion among netizens and promoted the height of relevant regulatory authorities. Pay attention to it.

新氧被爆售违禁药事件舆情大数据监测报告

本报告研究涉及企业/品牌/案例：新氧医美平台

2019年7月15日，新京报报道新氧App商家涉嫌售违禁药，医美社区中的“美丽日记”、评价存在造假刷评现象，引发网友热议。受这一不利消息影响，新氧股价连续两日累计跌幅达11.4%，市值蒸发近2亿美元。

On July 15, 2019, the Beijing News reported that SoYoung App merchants were suspected of selling illegal drugs. The phenomenon of falsifying and reviewing “beautiful diaries“ and evaluations in the medical and aesthetic community caused heated discussion among netizens. Influenced by this adverse news, the stock price of SoYoung has fallen by 11.4% for two consecutive days, and its market value has evaporated by nearly $200 million.

艾媒研报 |2019H1新氧运行状况与商业趋势研究报告

本报告研究涉及企业/品牌/案例：腾讯，经纬中国，挚信资本，兰馨亚洲，安佰深中国，鼎晖投资，康辉医疗，瑞奇外科，星童医疗，美柚，V大夫，掌上糖医，药品终端网，GHG，Syneron Candela，郝海生物科技，华熙生物，复星医药，北京丽都医疗美容医院，深圳鹏爱医疗美容医院，更美，悦美，新氧，美黛拉，美呗，美丽神器

iiMedia Research(艾媒咨询)数据显示，2018年中国医美产业市场规模达2190亿元，预计2021年将突破3000亿元，行业增长快速，前景广阔。医美平台是医疗美容机构的获客新渠道，能够帮助医美机构实现精准营销，提升盈利空间。在行业加速发展的过程中，医美平台寡头格局逐步形成。新氧作为头部平台，已在用户数量、社区内容、医疗机构资源等方面有较多积累，在马太效应作用下，更易形成商业价值增长的良性循环。但随着规模扩张，平台上滋生了虚假日记、刷单等“灰色产业”，极大的损害了新氧的形象。然而机构和用户数量的增长不断增加新氧的审核难度，维护平台公信力的挑战升级。另外，随着互联网巨头以及老牌上市公司的入局，行业竞争加剧，新氧要面临来自用户规模、资金实力、技术实力、行业资源等多方面的围剿，未来发展道路阻碍重重。

According to iiMedia Research, in 2018, the scale of China's medical aesthetic market reached 219 billion yuan, and is expected to exceed 300 billion yuan in 2021. Chinese medical aesthetic industry is growing rapidly and considerably, bringing a broad prospect. The medical aesthetic platform is a new channel for medical aesthetic institutions, which can help medical institutions achieve accurate marketing and improve profitability. In the process of the accelerating development of the industry, a oligarchic pattern of the medical beauty platform has gradually formed. As a head platform, So-Young has accumulated a large scale of users, community content, medical institutions and other resources. Under the effect of Matthew effect, it is easier for So-Young to form a virtuous circle of commercial value growth. However, with the development, a ““gray industry““ consists of virtual holiday notes and brush sheets has emerged on the platform, which greatly damaged the image of So-Young. Meanwhile, the growth in the number of institutions and users increases the difficulty of platform audition, making the maintenance of its credibility even more challenging. In addition, with the Internet giants and established listed companies entering the game, the competition tends to be intensified. So-Young would have to face the pressure from user scale, financial strength, technical strength, and industry resources, which is rather challenging.

艾媒报告 |2019中国3·15消费者权益调查报告网民健康篇

近几年，中国居民人均医疗保健消费支出均保持10%以上的增长水平。2018年居民人均医疗保健消费支出达1685元，同比增长16.1%。中国国内经济增长及居民消费水平的提高刺激了居民医疗消费需求的不断增长。大健康产业蓬勃发展的浪潮中，乱象横生、问题众多。市场监管的不规范、营销骗局层出不穷、假药频出等，不仅骗取群众血汗钱，更是严重危害人民生命健康。艾媒大数据舆情监控系统数据显示，医美、保健品及生物制药成为大健康产业问题重灾区。在健康产业下衍生的各种产品，消费者尤其关注产品的安全性、个人隐私的保护及价格等问题。作为与老百姓生命和健康安全紧密相关的领域，大健康行业在用药安全、销售诚信、售后服务等任何一个环节都容不得半点瑕疵。同时，也对构建更加完善的监管制度、更严格的惩戒体系、更畅通的信息发布机制提出更高的要求。

According to iiMedia Research data, the current demand of logistics enterprises for smart logistics mainly includes logistics data, logistics cloud and logistics equipment. In 2018, the smart logistics market will exceed 400 billion yuan. It is expected that by 2025, the smart logistics market will exceed trillion yuan. iiMedia Consulting analysts believe that with the development of IoT, AI and other technologies, as well as the higher requirements for logistics in new retail, intelligent manufacturing and other fields, the scale of intelligent logistics market will continue to expand.　At the same time, the development of new retail, the upgrading of consumer consumption and the increase of user experience expectations have contributed to the gradual expansion of demand in the real-time distribution industry. It is expected that the number of users in China's distribution industry will reach 421 million in 2019, and there is still potential for continued growth.