国货美瞳品牌的“拼多多速度”：10天测款，30天卖爆，4年30倍增长

Core Insights - The Chinese colored contact lens market is rapidly evolving, with domestic brands like 可啦啦 gaining significant market share through frequent product launches and targeted marketing strategies [1][2] - The market is projected to reach a scale of 50 billion yuan by 2025, indicating substantial growth potential [2] - Platforms like 拼多多 are playing a crucial role in supporting domestic brands through initiatives like "千亿扶持," which provides comprehensive assistance in product development, marketing, and operations [1][5] Group 1: Market Dynamics - The colored contact lens market has shifted from being dominated by foreign brands to a more diverse landscape with the rise of domestic brands [1] - 可啦啦 has achieved a 30-fold growth on 拼多多 within four years, establishing itself as a leading domestic brand in the colored contact lens sector [1] - 海昌, a leading brand in the contact lens industry, has also successfully entered the colored lens market, leveraging data insights from 拼多多 to enhance its product offerings [1][4] Group 2: Product Development and Consumer Insights - 可啦啦 identified a gap in the market for "daily commuting" colored lenses and launched a series of products targeting young women aged 18-30, focusing on natural and subtle designs [2][3] - The "小甜酒" series by 可啦啦 achieved over 3 million yuan in sales within the first month of launch, demonstrating the effectiveness of their rapid product iteration model [3] - 海昌 developed a high-value contact lens product named "优倍润," which quickly gained popularity, achieving sales of 10 million yuan in 2022 [5][7] Group 3: Strategic Initiatives and Future Outlook - 拼多多's "千亿扶持" initiative aims to reduce marketing costs and enhance brand development, allowing companies like 海昌 to invest more in product innovation and consumer research [5][7] - The introduction of the poompoom series by 可啦啦, featuring over 30 designs, reflects the growing demand for personalized and expressive products among Gen Z consumers [8][9] - 海昌's "HappyGo" series and its sister brand 海俪恩's "瞳颜" series are examples of how brands are adapting to consumer preferences for self-expression and aesthetic appeal [9]