Tmall Medical Beauty fired the first shot at Meituan.

Meituan’s medical aesthetics sector is under fierce “low-price airstrike” attack from e-commerce giant Alibaba. On January 21, Xinfeng noted that in Tmall Medical Aesthetics' "10 Billion Subsidy" channel, the terminal price for "Baby Face Injection" Aiveilan (84mg) has dropped to 1,399 yuan per unit. If platform coupons are applied, the actual purchase price can be as low as 999 yuan. This price not only breaks through the industry’s bottom line, but also directly challenges Meituan. In the same Beijing area, Aiveilan is still sold for around 4,000 yuan on the Meituan platform. This means Tmall is trying to use an extreme "price breaking" strategy to vie with Meituan for high-ticket light medical aesthetics users. Previously, Meituan built a deep moat based on its enormous offline supply. Data shows that by August 2025, nearly 9,500 new medical aesthetics organizations opened on Meituan’s platform this year, attracting more than 200 upstream brands—demonstrating clear scale advantage. Facing such a massive stock barrier, Tmall cannot catch up with the scale of institutions in the short term, and can only choose to attract users directly through subsidies. Before this, the “price war” in the Baby Face Injection segment had already been brewing under the surface. In September last year, Xinyang launched the “Miracle Baby Face 3.0” priced at 2,999 yuan—a price far below the then average market price of 13,000 to 24,000 yuan. With the increase in approved injections and internet giants entering the fray, upstream suppliers are visibly losing control over their sales channels. When internet giants begin to reshape medical aesthetics with the “10 Billion Subsidy” logic, all sides may inevitably be dragged into this brutal price war. Risk Warning and Disclaimer The market carries risk; investments should be made cautiously. This article does not constitute individual investment advice, nor does it take into account specific investment goals, financial situations, or needs of particular users. Users should consider whether any opinions, viewpoints, or conclusions in this article fit their specific circumstances. Investment based on this is at one’s own risk.