2026前夜，徕芬上紧了发条

Core Viewpoint - The article discusses the rapid growth and challenges faced by the brand Leifen, highlighting its journey from a single product success to a multi-category brand, while addressing quality control issues and the need for a robust supply chain and distribution strategy [2][3][45]. Group 1: Sales Performance and Market Position - In 2025, Leifen achieved a sales revenue of 7.1 billion, with 2 million units sold and a nearly 30% year-on-year growth, maintaining its leadership in the high-speed hair dryer market for the fourth consecutive year [2]. - The brand's electric shaver, which recently entered the market, has captured nearly 10% of the e-commerce market share, with its P3Pro model topping the sales charts [2][3]. Group 2: Product Development Challenges - Leifen faced significant challenges with its first electric toothbrush, which suffered from quality issues, leading to a major reputational crisis [7][8]. - The founder acknowledged that the product failures were due to insufficient R&D and quality control capabilities, which delayed the launch of the shaver due to a pursuit of perfection [7][8]. Group 3: Supply Chain and Manufacturing Strategy - To address quality control issues, Leifen invested 20 million to establish a reliability laboratory, becoming one of the strictest quality control facilities in the personal care industry [9]. - The company launched its Zhuhai super factory in August 2025, which spans over 200,000 square meters and employs over 4,000 people, aiming to regain control over its supply chain [18][20]. Group 4: Distribution and Market Expansion - Leifen's initial distribution strategy relied heavily on online sales, but the company recognized the need to diversify and strengthen its offline presence [28][29]. - By 2025, Leifen began opening its own retail stores, with plans to expand to 300 stores across 20 cities by 2026, aiming to enhance brand recognition and customer engagement [35][36]. Group 5: International Expansion Aspirations - Leifen is looking to expand internationally, with a focus on the European market, and has appointed a new international manager to lead this effort [41][42]. - The brand aims to implement a dual strategy of "brand export + D2C" to penetrate overseas markets, although it faces challenges in brand recognition and local market adaptation [41][42].