The first store opens! JD.com officially enters the offline medical beauty market

The medical beauty business is being eyed by more and more major internet companies.

On July 14, Xinfeng noticed that JD.com’s first offline self-operated medical beauty clinic quietly opened in Yizhuang, Beijing.

This is JD.com’s first self-operated medical beauty clinic, currently named "JD Medical Beauty (Yizhuang Store)."

Currently, JD Medical Beauty (Yizhuang Store) has not opened a new area separately, but is located on the first floor of the JD Health Comprehensive Outpatient Department (Yizhuang Store).

At present, the online entrance of this clinic is embedded in the JD APP, and it requires searching for the keyword "medical beauty" to link to the JD Medical Beauty channel, and then click to enter the JD Medical Beauty self-operated flagship store.

Meanwhile, JD's self-operated medical beauty has also launched a mini-program on WeChat.

Xinfeng contacted JD Medical Beauty (Yizhuang Store) and learned that the store has been in trial operation for more than two months, but has only been open to JD internal employees and has not been open to the public.

This means that with the official launch of the JD Medical Beauty self-operated flagship store on the JD APP, JD Medical Beauty's offline business has officially opened to the public.

However, JD's self-operated medical beauty clinic has not yet launched large-scale promotional activities.

Xinfeng noticed that the number of followers for the JD Medical Beauty self-operated flagship store is limited, with the current fan count being only 63.

However, the Yizhuang Store is just the first step for JD's self-operated offline medical beauty stores.

JD Medical Beauty plans to open its next store at the Beijing Guomao Wantong Center on September 30.

Currently, JD Medical Beauty's offline store offers four major light medical beauty services, including skin whitening and rejuvenation, water light beauty shaping, wrinkle removal and face slimming, and photonic anti-aging.

Although JD Medical Beauty has a complete range of categories, the specific medical beauty service products offered are still relatively limited.

For example, currently popular regenerative medical beauty products like "baby face injections" and recombinant collagen injections are not listed on the introduction page of JD Medical Beauty (Yizhuang Store).

JD Medical Beauty (Yizhuang Store) also confirmed to Xinfeng that products like "baby face injections" will be launched successively in the future.

In terms of pricing, except for Thermage, ultrasound, and botulinum toxin injections, the overall product prices are mainly below the thousand yuan level.

A staff member introduced to Xinfeng that the current page prices are all internal employee prices, and prices may be further adjusted later.

In fact, medical beauty is also one of Meituan's important business areas.

After JD.com and Meituan previously competed in the takeaway field, the two will also start competing in the medical beauty sector.

But the difference is that this time JD is personally entering the field to open medical beauty clinics and compete for customer traffic.

This is one of the trends in the downstream development of the medical beauty industry. Currently, many internet platforms that control traffic entrances are trying to establish medical beauty institutions.

For example, after New Oxygen opened its first offline self-operated medical beauty institution in May 2023, it has accumulated 23 self-operated medical beauty institutions in two years, covering nine cities nationwide.

To accelerate the expansion speed, New Oxygen is currently promoting the franchise business of medical beauty clinics.

With the entry of industry leaders, many downstream medical beauty institutions lacking traffic entrances may face more challenges.