“We were banned by Xiaohong book, which is mainly related to the requirements of the advertising law, because medical beauty publicity is not allowed to use preoperative and postoperative contrast photos.” On January 13, the staff of Milan Baiyu, a medical and American institution, explained to the reporter of Securities Daily the main reason for being banned by Xiaohong’s book. Milan Baiyu was previously banned by the platform for suspected illegal marketing in xiaohongshu.
In fact, Milan Baiyu is not the only one banned. In January this year, in response to the special action of “Qinglang · cracking down on traffic fraud, black public relations and network water army”, xiaohongshu launched a new special treatment of “false marketing”, and a total of 68 brands suspected of illegal marketing were banned. Among them, the brands in the field of medical beauty account for nearly one third of the banned brands. Including 15 medical beauty institutions such as Esther, Fuai, Shanghai Ganghua, Sida acme beauty, Maybelle, Milan Baiyu, zhenyansong and Eli beauty, and 3 medical beauty products brands such as time angel, Haimei and yifuquan.
medical and beauty publicity has been tightened step by step
After searching the above brands in the little red book, the reporter showed that “the brand is suspected of illegal marketing, and the relevant contents will not be displayed”.
According to the person in charge of xiaohongshu’s “false marketing” governance, the reason why medical and American institutions are the first batch of banned offline commercial entities is that “they are the hardest hit areas of offline illegal marketing. Once these information has an adverse impact and misleading on users, the consequences will be very serious. The governance scope of the follow-up platform will cover more different types of offline merchants”.
Summer (a pseudonym) of practitioners in the medical beauty industry introduced to the reporter of Securities Daily that there were three main ways of “marketing” of medical beauty institutions and brands on the social platform. “First, the open box experience. This part is mainly based on the” brand name medical cold pack “,” liquid dressing “and other products, that is, consumers know the” beauty mask “, but the so-called” medical beauty mask “is irregularities. Second, invite the” experience officer “to shop free experience project, and then publish pictures or videos in Xiaohong book. Third, Dai Dai Dai Zhao, or MCN Company operation, direct submission. “
Medical beauty marketing is active on major mainstream Internet platforms in China, publicizing and selling projects and products by means of online popularity, live broadcast and other forms. Sydney, the anchor who was “banned” for tax evasion last year, has repeatedly brought goods to the projects of medical and American institutions.
“Xiaohongshu has carried out a large-scale \’ban\’ on the medical beauty brands in the platform this time, and other Internet platforms may join in this rectification.” Summer told the Securities Daily.
Since last year, medical and American regulatory policies have appeared one after another. In June 2021, eight ministries and commissions jointly issued the work plan for special rectification against illegal medical and beauty services, and the guide to medical and beauty advertising law was officially issued in November last year.
Lawyer Zhang Wenbo, senior partner of Beijing Jundu Shanghai law firm, told the Securities Daily that as soon as the guide to medical beauty advertising law came into effect, many platforms and online celebrities were suspected of violating regulations in their publicity of medical beauty. “Medical cosmetology is a medical behavior. Non-medical personnel publish advertisements, which neither comply with the legal provisions nor have the corresponding professional knowledge, and can not engage in medical advertising.”
Summer told reporters, “in the long run, the medical beauty industry will gradually move towards a standardized development path under comprehensive supervision. The release of medical beauty advertising will become strictly standardized.”
there are twists and turns in the listing of related enterprises
The policy further tightens the supervision of the medical and American field. Under this background, the enterprises that originally used the concept of medical and American to sprint for IPO also have twists and turns on the road of listing.
Once considered to be expected to compete for the A shares, “Chuang Mei mask first stock” was founded in December 2020 by the Municipal Committee of the Chuang Chuang board. It was submitted for registration in February 2021. However, in December of the same year, it failed to meet the listing requirements in December, and voluntarily withdrew the listing application of the science and technology board, and terminated the registration on 31 th. Another one, who also runs to the first unit of “medical beauty mask”, was also released in December 31, 2021 because of the financial data exceeding the validity period.
Whether it is the Chuang Er, or “Er Jia”, as a famous company in the field of medical dressings, it has relied on the marketing concepts such as “medical beauty mask”, “mechanical mask” and so on.
From 2018 to 2020, the net profit attributable to the parent company of chuang’er biological company was 67.08 million yuan, 73.2278 million yuan and 92.4981 million yuan respectively, maintaining an increasing level year by year. From 2018 to 2020, the net profits attributable to the parent company were RMB 200 million, RMB 661 million and RMB 648 million respectively, with outstanding profitability.
In January 2021, the State Drug Administration issued the “Cosmetic Science Popularization: alert the mask consumption trap” announcement that there is no concept of “mechanical mask”, and medical device products can not use “Mask” as its name. At the same time, “makeup mask” can not declare “medical skin care products”. In the first half of 2021, the net profit attributable to the parent of chuang\’er biology decreased to 21.2272 million yuan.
Meanwhile, on the same day, the State Drug Administration also released the revised catalogue of the first category of medical device products, and deleted the “medical cold compress paste, medical cold compress headband, medical cold compress mask and cold compress gel” in the name selection. This means that the product of “medical cold compress” no longer exists in the first category of medical devices.
These changes will affect the compliance of relevant enterprises in publicity and product introduction in the future. Whether Chinese medical and American enterprises will face difficulties in publicity. Zhang Wenbo told reporters, “the reason for the dilemma of medical beauty publicity is the re ecological positioning and marketing thinking caused by standardization. Subsequent enterprises will rebuild the publicity of the new compliance model on the basis of China’s compliance. Of course, they will also strengthen the double beauty model (life beauty + medical beauty) and convert public traffic into private traffic.”
