林清轩孙来春的国货梦

Core Viewpoint - The article narrates the entrepreneurial journey of Sun Laichun, founder of Linqingxuan, highlighting his transformation from a pharmaceutical representative to a successful skincare brand owner, emphasizing the importance of sustainability and cultural identity in business [2][3][40]. Group 1: Entrepreneurial Journey - Sun Laichun started his career in a state-owned pharmaceutical company, eventually becoming a regional director before resigning to explore various business ventures, which initially resulted in significant financial losses [3][4]. - After attending an entrepreneurial training program, he discovered his passion for environmental sustainability, leading to the founding of Linqingxuan with a mission to "make the earth greener" [5][12]. - The brand name "Linqingxuan" was chosen to reflect Chinese cultural roots, contrasting with the trend of using Western names in the cosmetics industry [16][40]. Group 2: Product Development and Market Positioning - Linqingxuan initially focused on a range of products but later specialized in high-end skincare, particularly the camellia oil, which became a flagship product with significant market success [22][30]. - The camellia oil product has achieved over 45 million units sold by mid-2025, dominating the facial oil market in China for eleven consecutive years [22][39]. - The company emphasizes quality control and innovation, holding over 600 formulations and 87 patents, with a focus on proprietary plant extraction methods [36][37]. Group 3: Business Challenges and Adaptation - The COVID-19 pandemic posed significant challenges, leading to store closures and financial strain, prompting a shift towards e-commerce and live-streaming sales to sustain operations [25][29]. - Linqingxuan successfully raised funds through two rounds of financing in 2020 and 2021, marking a strategic shift in its growth approach [29][30]. - The company has maintained profitability through a direct sales model, with over 95% of its stores located in prime shopping areas, showcasing a robust business strategy [17][30]. Group 4: Competitive Landscape - Linqingxuan positions itself as a leading domestic skincare brand, competing directly with international brands by emphasizing superior product efficacy and cultural uniqueness [40][41]. - The brand's strategy includes focusing on a few competitive products, leveraging local plant ingredients, and innovating new product categories, such as the "oil-based skincare" concept [40][41]. - The company reported a revenue of 1.052 billion yuan in the first half of 2025, reflecting a 98.3% year-on-year increase, indicating strong market performance [39].