Zheng Quan Ri Bao Wang·2025-10-13 12:13Core Insights - Shanghai Shangmei Cosmetics Co., Ltd. announced international superstar Jackson Wang as the global ambassador for its core brand, Han Shu, marking Wang's first endorsement of a domestic beauty brand [1] - Han Shu, founded in 2003, achieved a revenue of 5.591 billion yuan in 2024, representing a year-on-year growth of 80.9%, and maintained the top position in Douyin's beauty category with a GMV of 6.784 billion yuan [1] - The brand's success is attributed to its continuous investment in research, product development, and brand building, establishing a strong presence in various channels [1][2] Brand Development - Han Shu has developed a multi-category matrix including skincare, makeup, hair care, and personal care, with several products achieving top positions in their respective categories [2] - The flagship product, Han Shu Red Waist Set, has sold over 16.5 million sets across all channels, consistently ranking first in Douyin's skincare set category [2] - The brand's marketing strategy includes signing popular figures like Ding Yuxi, Tian Xuning, and Jackson Wang to connect deeply with younger consumers [2] Global Strategy - The appointment of Jackson Wang is a significant step in Shangmei's globalization strategy, which aims to enhance the brand's international presence and reach broader audiences [2][3] - The company is expanding its global footprint through various cooperation models in countries such as Russia, Vietnam, Mongolia, Malaysia, and Indonesia [3] - Shangmei aims for substantial growth, targeting revenues of 10 billion yuan and eventually 30 billion yuan, as it navigates the global beauty market [3]