突破1亿用户 韩束用23年讲述国货美妆阶梯式跃迁之路

Core Insights - The article highlights the competitive landscape of the Chinese beauty market, where domestic brands like Han Shu are striving to establish a long-term presence against international giants by focusing on quality and innovation rather than short-term trends [1][2]. Group 1: Long-term Strategy - Han Shu emphasizes a long-term approach, requiring investments measured over a decade, contrasting with the prevalent short-term strategies in the industry [1][2]. - The brand has committed to self-research and production, diverging from the common practice of relying on outsourcing and marketing [2][3]. - Since 2021, Han Shu has maintained an annual R&D investment of over 100 million yuan, projected to reach 180 million yuan in 2024, accounting for 2.7% of its revenue [2]. Group 2: Research and Development - Han Shu established its R&D center in 2003, marking a significant step in its long-term development strategy [2]. - In 2016, Han Shu became the first domestic beauty brand to set up a large-scale R&D center overseas, aiming to integrate global cutting-edge technology into its product offerings [2]. - The brand has developed an "open innovation R&D platform" to foster collaboration across various fields, partnering with institutions like Shanghai Jiao Tong University and Chongqing Traditional Chinese Medicine Hospital [2][3]. Group 3: Product Quality and Manufacturing - Han Shu's smart factory, the first AI-driven cosmetics facility in the domestic market, represents a significant investment of over 1.2 billion yuan, with 400 million yuan allocated for smart equipment upgrades [4][5]. - The factory employs advanced technologies such as AGV vehicles and industrial robots to enhance production efficiency and ensure product quality through rigorous testing [5]. - The integrated production and research model creates a robust quality assurance system, preventing potential issues in product formulation [5]. Group 4: Future Vision and Brand Expansion - Han Shu aims to expand from a skincare-focused brand to a comprehensive beauty brand covering skincare, makeup, men's grooming, and hair care, aspiring to be recognized as a "good brand" with quality products [6]. - The company is establishing a sustainable brand philanthropy system, including the creation of the Han Shu Charity Foundation to address social issues and promote long-term community engagement [6]. - Han Shu plans to take a proactive role in industry standards and scientific communication, transitioning from a market participant to a leader in high-quality development [6][7].