15亿级国货三资堂：从“造爆款”到“塑品牌”

Core Viewpoint - The beauty brand Sanzi Tang focuses on innovation for the majority, targeting everyday consumers who seek confidence in their daily lives, contrasting with the industry's trend towards niche and luxury products. This approach has led to over 1.5 billion in sales within three years and successful entry into Sephora as a representative of domestic brands [3][25]. Group 1: Brand Positioning and Growth - Sanzi Tang's rapid growth is attributed not only to capturing traffic benefits but also to resonating with the fundamental relationship between brands and the public [4]. - The brand's narrative in its first TV commercial, "Facing with Composure," metaphorically presents life as an interview, highlighting the pressures faced by contemporary individuals [6]. - The brand identifies itself as a practical makeup brand innovating for the majority, serving as an empathetic companion that understands daily struggles and provides emotional support [8][10]. Group 2: Product Innovation and Market Strategy - Sanzi Tang aims to redefine makeup as an accessible psychological empowerment tool, transforming the act of makeup into a confidence-building ritual [21]. - The brand has successfully iterated its star product, the dual-tip eyebrow pencil, seven times since its launch, receiving multiple international design awards and achieving top sales in its category [14]. - The brand's strategy includes lowering barriers to makeup enjoyment by addressing common user challenges such as application difficulty and time consumption [10][23]. Group 3: Market Position and Channel Strategy - Sanzi Tang's entry into Sephora marks a significant milestone, positioning the brand alongside international competitors and enhancing its credibility in the market [25][29]. - Sephora's selection of Sanzi Tang reflects a shift in its product selection logic, focusing on market validation and consumer demand rather than exclusivity [27]. - The brand's growth trajectory demonstrates a transition from a popular online product to a trusted professional brand recognized in mainstream retail [25][29]. Group 4: Systematic Support and Future Growth - The brand's growth is supported by its parent company, which provides robust supply chain capabilities, efficient channel integration, and strategic foresight [32]. - Sanzi Tang's journey illustrates a systematic approach to brand development, emphasizing product innovation, operational efficiency, and brand resonance [34]. - As the brand reaches a new sales milestone, its focus shifts from rapid growth to sustainable growth, leveraging its emotional connection with millions of users [36].