Visual China.
Blue Whale financial reporter Wang Jianwen.
The home radio frequency beauty instrument industry has set off a storm. Recently, the Internet celebrity radio frequency beauty instrument brand "Tripollar Chupu" has frequently appeared "running away" rumors, and the national first-frequency beauty instrument brands Miguang and Jimeng have also attracted attention because of the diving of their products.
Behind the turmoil, the supervision of the national first-frequency beauty instrument is coming.
According to the notice issued by the State Food and Drug Administration, from April 1, 2024, radio frequency instruments and radio frequency instruments shall not be produced, imported and sold without obtaining a medical device registration certificate in accordance with the law, and this time point is less than 40 days away.
RF beauty device** diving.
The once popular "Tripollar Chupu" RF beauty device has been frequently rumored to be "running away" in recent days.
The Blue Whale financial reporter noticed that at present, on the Tmall and Jingdong platforms, Chupu's self-operated *** can no longer be searched. Although its Tmall overseas *** Douyin *** is still open, there are no products for sale in the store, and there is only one gold mine gold beauty device and a gel product on sale in Pinduoduo***. In addition, Chupu's official WeChat*** was also renamed "nicetop first" on February 5, and all the content in the * was also emptied.
At the same time, Chupu's RF beauty instrument products** are also continuing to dive. Chupu Tmall Overseas *** shows that the price of one of its beauty devices called "Miracle S" before it is sold out is 699 yuan, and according to the data of the "Buy Slowly" APP, in August 2023 and before, the original price of this product is as high as 5999 yuan, and from January 2024, the product's ** will suddenly drop to 699 yuan.
A series of actions such as product diving, renaming, etc., made some consumers begin to question whether Chupu wants to "run away", in this regard, Chupu Douyin customer service staff told Blue Whale Finance that the company's store name change and product removal are due to the fact that the store is being renewed and upgraded. In addition, the customer service staff also said that the Chupu brand will not withdraw from the Chinese market.
The radiofrequency beauty device uses the thermal effect generated by electrical energy to act on the dermis or subcutaneous tissue, causing reversible thermal damage to collagen cells due to heat contraction, inducing ** to start its own repair mechanism, thereby causing new collagen fiber synthesis and collagen remodeling.
In the early days, the national first-frequency beauty instrument market has been occupied by foreign products, and in recent years, domestic brands have caught up.
In terms of data, iResearch data shows that in 2018, the market size of home beauty devices was about 5 billion yuan, and by 2022, its market size will reach about 11.5 billion yuan, with an average annual growth rate of 231%。The market size is expected to grow to 34.6 billion yuan in 2026.
At the beginning of the popularity of RF beauty devices, it was mainly foreign brands that occupied a dominant position in the market. CBNDATA data shows that from 2019 to 2021, the top three sales of facial beauty devices are occupied by foreign brands such as Chupu, Yameng, Zeus, and Campanile. However, in recent years, domestic brands such as Huazhi, Jimeng, and Miguang have also begun to gradually exert their strength.
According to the data of Innovent**, in the 618 promotion in 2023, the GMV of home beauty device brands Jimeng and Miguang will reach 3 respectively500 million yuan, 1800 million yuan, ranking 1st and 11th in the 2023 Douyin 618 beauty industry list.
However, domestic RF beauty devices are also suffering from a price reduction frenzy.
amiro Miguang Tmall official *** shows that one of its RF beauty instrument products with an original price of 3699 yuan is only 1599 yuan after the current discount. In the official *** of Jimeng Tmall, an original price of 3309 yuan "big iron" radio frequency beauty instrument, after the discount**1699 yuan.
Supervision is coming, and none of the domestic household RF beauty devices have obtained Class III medical device licenses.
Behind the diving of radio frequency beauty instrument products, supervision is coming.
West China Medical College of Sichuan University once published an article saying that compared with the radio frequency beauty instrument used in beauty salons, household instruments have made great concessions in terms of effect for safety. In order for collagen to be regenerated, the energy of radiofrequency needs to be high, and the dermal temperature needs to reach more than 44 to be effective. However, this is also the maximum temperature that mainstream home RF beauty devices on the market can reach, so home RF beauty devices will not stimulate the production of large amounts of collagen.
But even so, the safety of RF beauty devices is one of the key points that consumers need to pay attention to. In recent years, the quality of RF beauty instrument products has been frequent. For example, in July 2022, Chupu's domestic ** Shangxin Cornerstone recalled 18220,000 units of Chupu brand first-generation STOP EYE model household radio frequency beauty instrument, the reason is that when the product stays in the same position for a long time or moves too slowly during use, the temperature of the equipment probe may be too high, and in extreme cases, there is a potential safety hazard that leads to scalding.
In 2020, even the Consumer Council tested 10 beauty devices such as Yaman, Panasonic, and REFA. However, six of these products emitted nickel above the corresponding standards.
In March 2022, the State Food and Drug Administration adjusted the "Classification Catalogue of Medical Devices" to include RF beauty devices in the management of Class III medical devices. From April 1, 2024, RF instruments and RF instruments shall not be produced, imported and sold without obtaining a medical device registration certificate in accordance with the law. At present, it is only a little more than a month away from this point in time, which may be one of the reasons why some brands choose to clear their warehouses and sell at a reduced price in the near future.
However, at present, it seems that not all RF beauty device brands can get Class III medical device licenses in time. According to the data of the government service platform of the Ministry of Science and Technology inquired by the Blue Whale financial reporter, from 2023, only four brands, Flossom Huazhi, Yameng, OGP, and Miguang, have applied for clinical trials to evaluate the safety and effectiveness of radio frequency instruments. According to the research report of Zheshang**, including the clinical trial time, the current approval cycle of Class III medical devices is generally about 2-10 years.
Shen Xun, chief product officer of Huazhi, told Blue Whale Finance that the company's RF beauty instrument products are applying for three types of medical device related certificates, and it is expected that related products will be sold in the second half of 2024. In addition, the customer service staff of Huazhi Tmall also said that there are more registration nodes for the three types of medical devices, and the overall certificate cycle is longer.
According to the research report of Innovent**, with the advancement and improvement of relevant regulatory policies, some RF beauty device products that cannot be verified may be cleared, and the industry is expected to usher in a high-quality development stage similar to the medical beauty market.