23年的笨功夫，韩束首次对外公开“基建底牌”

Core Viewpoint - The article emphasizes the shift in consumer focus from "cost-performance ratio" to "quality-price ratio," highlighting the need for brands to adopt long-term strategies to navigate market challenges. It showcases how Han Shu, a domestic beauty brand, is redefining its image through significant investment in research and development, moving away from a marketing-heavy approach to a more research-driven model [3][4]. Group 1: Research and Development - Han Shu has maintained an annual R&D investment of over 100 million yuan since 2021, with projections to reach 180 million yuan in 2024, marking a 43% year-on-year increase [9]. - The brand has established a "1+N open innovation R&D platform" to foster deep collaboration between industry, academia, and medicine, with partnerships involving institutions like Shanghai Jiao Tong University and China Pharmaceutical University [9]. - Han Shu's R&D team includes top experts from various fields, and the brand has achieved a significant breakthrough with the development of cyclic hexapeptide-9, recognized as the world's first self-researched cyclic peptide skincare brand [11][12]. Group 2: Manufacturing and Quality Control - Han Shu has invested over 1.2 billion yuan in its AI-driven smart factory, which is designed to meet higher safety standards than typical cosmetics production, ensuring quality and traceability [14]. - The brand employs a closed-loop model for production and research, ensuring strict quality control at every stage, which eliminates the possibility of using substandard formulations [16]. - Han Shu's commitment to quality is reflected in its transparent production processes, which are designed to build consumer trust and ensure product safety [17]. Group 3: Brand Strategy and Market Positioning - Han Shu aims to evolve from a skincare-focused brand to a comprehensive beauty brand covering skincare, makeup, men's grooming, and hair care, with a vision to become a "five-good brand" [18]. - The brand balances its strategy by maintaining its classic products while innovating in high-end markets, introducing advanced anti-aging technologies and making premium ingredients accessible to a broader audience [20]. - Han Shu is actively working to build a sustainable brand identity that transcends mere commercial success, focusing on social value and consumer trust over the long term [22][24]. Group 4: Long-term Vision and Social Responsibility - Han Shu is establishing a charitable foundation to address social issues and promote a long-term public welfare mechanism, reflecting its commitment to evolving into a brand with social responsibility [24]. - The brand's long-term strategy is divided into three phases: foundational stability, systemic efficiency, and value leadership, aiming to redefine industry standards and contribute to societal values [25]. - Han Shu is transitioning from being a market participant to a rule-maker, engaging in scientific communication and industry standard-setting to enhance consumer trust and brand reputation [25].