Tmall Medical Beauty fired the first shot at Meituan

Meituan's medical beauty landscape is facing the fiercest "low-price airstrike" from e-commerce giant Alibaba.

On January 21, Xinfeng noticed that in the "Billion Subsidy" channel of Tmall Medical Beauty, the terminal price of "Childlike Needle" Aiweilan (84mg) has dropped to 1399 yuan per unit.

If platform coupons are applied, the actual purchase price of this product can even be as low as 999 yuan.

This price not only breaks the industry's bottom line but also directly challenges Meituan. In the same Beijing area, the price of Aiweilan on the Meituan platform remains around 4000 yuan.

This means that Tmall is attempting to compete with Meituan for high-ticket light medical beauty users through an extreme "price-breaking" strategy.

Previously, Meituan had built a strong moat with its vast offline supply.

Data shows that by August 2025, Meituan's platform will have opened nearly 9,500 new medical beauty institutions this year and attracted over 200 upstream brands, demonstrating significant scale advantages.

Faced with such a large existing barrier, Tmall cannot catch up with the scale of institutions in a short time and can only choose to attract users directly through subsidies.

Before this, the "price war" in the childlike needle sector had already been brewing.

In September last year, New Oxygen launched the "Miracle Childlike 3.0" priced at 2999 yuan, which is far lower than the average market price of 13,000 to 24,000 yuan at that time.

With the increase in the number of approved injectables and the entry of internet giants, upstream manufacturers' control over channels is visibly declining.

As internet giants begin to reshape medical beauty with the "billion subsidy" logic, all parties may have to get involved in this brutal price war.