台灣醫美產業進入大陸市場策略之探討

Abstract

醫美產業隨著經濟成長和科技技術的進步而快速拓展。統計資料顯示，過去10年手術型醫療美容產業成長了一倍以上，而非手術型醫療產業成長了十倍以上，且成長並未出現減緩趨勢。台灣為全球20大醫美市場之一，療程數約占全球1%。然而，台灣的健保制度、激烈競爭、過小市場規模限制了產業的發展，也促使醫美產業逐漸往外發展。 本研究針對台灣醫療美容產業有何發展機會、未來成長限制以及台灣醫美產業往大陸市場發展的可行性、該採取何種進入策略和有效商業模式兩個問題進行探討。藉著分析產業文獻資料和訪談業界實務經驗，我們發現台灣醫美產業現在已處於產業生命週期的衰退期，市場供給面明顯大於需求面的，台灣醫美市場未來成長是明顯受到限制的。反觀大陸市場雖然供給面呈現急速增加中，但是廣大的人口紅利和文獻顯示的醫美低滲透率，都反應出潛在的的需求面是大於供給面。我們利用五力分析、三維商業定義、商業模式等分析架構，分析大陸醫美市場的產業現況和台灣醫美廠商進入大陸市場的策略和商業模式。 本研究認為現今大陸醫美市場處於產業生命週期的成長期，雖然同業競爭激烈，但市場上的醫美診所差異性不大，台灣醫美廠商若能掌握台灣醫療素質和形象的核心競爭力，創造品牌差異化，依然具有進入大陸市場的利基。而欲進入大陸市場，時間點應該要越快越好，預期剩下的黃金時間約3-5年，必須趁著兩岸醫療專業素養還有些落差的狀況下，快速進入市場，提供差異化服務，方能建構競爭優勢。

Aesthetic medicine is an industry that has expanded rapidly alongside economic growth and technological advances. Historical data shows that the number of annual surgical cosmetic procedures have doubled over the past decade, while the number of annual non-surgical cosmetic procedures have grown by ten times over the same period of time, with the market showing no signs of slowing growth. Taiwan is among the top 20 aesthetic medicine markets in the world, with total number of procedures accounting for 1% of global demand. However, NHI policies, intensive competition, and an overly small market scope have severely limited further business development, and have facilitated overseas expansion. This study examines market potentials and challenges of the Taiwanese aesthetic medicine industry, exploring entry strategies into the Chinese market and effective business models. Data gleaned from industry statistics and interviews shows Taiwan’s medical industry to be in a state of recession where supply clearly exceeds demand and further growth is severely limited. Although industry supply in China is increasing rapidly, vast demographic dividends and low medical penetration rates indicate that industry demand is in excess of supply. Based on the five-force model, the three-dimensional business definition model, and the business model canvas frameworks to analyze the current situation of cross-strait markets and entry strategies and business models for the Taiwanese industry. In conclusion, although there is currently fierce competition in the Chinese aesthetic medicine industry, there is still room for growth as compared with the regressing Taiwanese market. Taiwan’s competitive advantages of high medical quality and brand image can help to create niches and differentiation within this market. However, the window of opportunity may be within recent 3-5 years, and therefore early market entry is advised to quickly gain access to market potentials while technical gaps and competitive advantages still exist.