“连续五年第一”之后，逐本如何翻越下一座高峰？

Core Insights - The article emphasizes the necessity for brands to shift from chasing traffic to focusing on value creation, highlighting the case of the domestic brand Zhubon, which has transitioned from a market leader to an industry standard setter [2][22]. Group 1: Brand Positioning and Market Performance - Zhubon has established itself as a leader in the makeup remover category, holding the top sales position for five consecutive years and selling over 52 million units, serving more than 30 million consumers [3][23]. - In 2025, Zhubon achieved the highest sales in the makeup remover category during the Double Eleven shopping festival, with sales revenue exceeding 1 billion yuan and a category penetration rate of 10% [5][25]. - The brand's success is attributed to its focus on product technology, refined online traffic operations, and solid offline channel development [7][27]. Group 2: Technological Innovation and Product Development - Zhubon has broken the stereotype of makeup removers being greasy through its "1-second emulsification" experiment and has partnered with top international raw material suppliers for custom emulsifier development [7][27]. - The brand employs advanced technologies such as friction testing and Raman spectroscopy to enhance product performance and establish measurable quality standards [12][32]. - Zhubon is set to launch the Yun Tan makeup remover oil in September 2025, addressing consumer demands for both effective cleansing and skin barrier care [9][29]. Group 3: Industry Standards and Authority - In June 2025, Zhubon led the establishment of the "Makeup Remover Performance System Testing" group standard, elevating its brand image from a sales champion to a standard setter in the industry [12][33]. - This standard aims to provide consumers with reliable purchasing criteria and promote transparency and standardization within the industry [12][32]. Group 4: Global Expansion and Future Strategy - Zhubon has begun its global expansion, entering markets such as Hong Kong, Taiwan, Japan, Canada, and Malaysia, with plans to further expand into Southeast Asia and North America by 2026 [14][36]. - The brand is set to introduce four strategic product families, including essence oils and cleansing products, showcasing its commitment to innovation and comprehensive user needs [14][39]. - Zhubon aims to redefine makeup removers as the first step in skincare, integrating gentle cleansing with skin repair [12][39]. Group 5: Long-term Brand Sustainability - The article concludes that the true moat for beauty brands lies in long-term innovation based on user needs and scientific evidence, rather than fleeting marketing tactics [20][40].