The sales of beauty devices have soared, but the bad reviews and complaints received have emerged in endlessly.
Due to the direct effect on ** and the effect is difficult to judge objectively, the category of beauty instrument itself is prone to "black material". In 315 this year, Black Cat complained about the release of the "Top Ten Consumption Chaos in 2022", the first article pointed out that the home beauty instrument market is chaotic, and there are repeated problems such as false product publicity and worrying product quality. At present, on the black cat complaint platform, there are more than 2,800 complaints related to the word "beauty instrument". Among them, there are also extremely cute figures.
In terms of product promotion, ulike, the parent company of Jimeng, attaches great importance to marketing, but often uses "negative examples" to get out of the circle. In March 2022, ulike launched an ad with "I don't take it off without sapphires", which sparked controversy on social platforms and was accused of "insulting women". The advertisement was stopped after investigation and was fined 51A fine of $50,000. At the end of 2022, Ulike was fined 37 more for using unsubstantiated slogans50,000 yuan.
In the extremely cute planting**, most users compare their left and right faces. The half of the face used has obvious lifting, and the effect is exaggerated and comparable to "bone shaving", and some bloggers even said: "Using a beauty device directly distorted half of my face......How can I go out with the other side of my face that I haven't used. In the product detail page of the extremely cute iron, there is still an exaggerated advertising slogan of "3 minutes to witness V face".
However, brands may think that this is an exaggerated effect, but in the eyes of many consumers, it is a false promotion, and in fact, it does not have the magical effect shown in the advertisement.
Another point that has attracted more attention is the qualification of medical devices. Although Jimeng claims that its products are "radio frequency instrument + microcurrent instrument two-in-one", it has not obtained medical device medical registration qualifications.
In March 2022, the National Medical Products Administration adjusted the "Classification Catalogue of Medical Devices": from April 2024, radio frequency instruments will be managed in accordance with medical devices, and those who have not obtained the medical device registration certificate in accordance with the law are not allowed to produce or import. At the same time, the "machine brand" merchants and distributors who have not obtained the business license for similar medical devices shall not engage in relevant sales. In other words, after the new regulations come into effect, "unlicensed" anchors are not allowed to sell beauty products.
According to the registration process of quasi-medical devices, RF-related products need to go through about 1-2 years of clinical trials, and then enter the application approval process for nearly 2 years. The whole process is tedious, rigorous and lengthy, with a conservative estimate of at least 36 months. According to the calculation of about 25 months from the release of the new regulations in 2022 to the effective date in 2024, even if the registration certificate can be successfully obtained, the vast majority of beauty device brands will stop selling in April next year, and they will not return until the second half of 2024 at the earliest.
Up to now, no brand has obtained the license for the production and sales of Class III medical devices for home beauty devices, and no head anchor has claimed to have obtained the corresponding sales qualification. Yameng, Miguang, Huazhi, Time Muscle and even Jimeng have all clearly started clinical trials. Although Jimeng claims to have obtained ISO13485 medical device quality management system certification, if it is to be extended to Class III medical devices, the quality management system needs to run for no less than 6 months. On the other hand, the manufacturer, Shenzhen Chuangmeijia Medical Aesthetic Intelligence, has not yet obtained Class III production qualifications.
The high threshold for registration of quasi-medical devices and the inevitable window period have made beauty device brands begin to think about the future layout. For example, Procter & Gamble's opte has already closed Tmall***, and some brands that continue to be strong in the market are working hard this year to continue to expand revenue, and start planning for next year's new regulations after they take effect. However, a brand like Jimeng, which started with the logic of Internet celebrity quick marketing, some industry insiders believe that even if it obtains relevant qualifications, it will shake its marketing fundamentals after the new regulations take effect.
So, is it "a change of heart" or a "carnival all night"?How Jimeng chooses next will determine whether we can see it again in the next Double 11.
04 Analyst Comments.
To stand out in the highly competitive track of beauty instruments, I have to say that Jimeng has really figured out the psychology of consumers in a few steps in marketing: it is both affordable and reliable. Therefore, when authoritative **, medical experts, Nobel Prize winners, and national actresses take turns to endorse, Jimeng presents a "largest" product on the market with a mid-range ** that is not out of reach, but will not seem cheap, it is destined to have a place in the market.
However, just like most new categories, beauty devices will definitely face low-price competition and industry standardization in the future. On the latter, Jimeng and even most beauty device brands are not fully prepared. If the market still favors this category in a few years, it will definitely have stricter standards for performance and cost, like most mainstream electronic products at present. After all, no consumer's budget is blown by the wind.