Core Viewpoint - Marubi has established itself as a leading brand in the eye care segment, achieving significant sales milestones and cultural relevance through its annual "Eye Cream Festival" and collaborations with artists, thereby redefining the standards for domestic eye care products [6][19][28]. Group 1: Brand Recognition and Achievements - Marubi was awarded the title of "First Brand in Domestic Eye Care" by the China Fragrance and Cosmetic Industry Association, highlighting its market leadership and brand strength [16][18]. - The brand has maintained the highest sales in the eye care category for three consecutive years, with its flagship product, the small red pen eye cream, achieving sales of 5 billion [18][19]. - In 2024, Marubi's GMV exceeded 900 million, with an impressive growth rate of 83.9%, further solidifying its position as the leading domestic eye care brand [18]. Group 2: Marketing and Cultural Integration - The 12th "Eye Cream Festival" featured a collaboration with contemporary artist Song Santu, emphasizing the integration of art and culture into the brand's marketing strategy [7][10]. - Marubi's marketing approach has evolved from emotional marketing to emotional engagement, creating a deeper connection with consumers through artistic collaborations [12][14]. - The festival has transformed from a promotional event into a cultural ceremony, enhancing brand identity and consumer engagement [27][28]. Group 3: Product Development and Innovation - Marubi has focused on continuous product innovation, launching multiple iterations of its small red pen eye cream, with the latest version featuring a 25% custom high-concentration peptide formula [22][24]. - The brand has developed a comprehensive product matrix, including key products like the small purple eye cream and butterfly eye mask, to enhance its online presence and sales performance [24]. - Marubi's research and development capabilities have evolved into a fourth-generation system, integrating advanced technologies to ensure product efficacy and safety [27]. Group 4: Strategic Positioning and Market Insights - Marubi's strategy emphasizes systematic capabilities, combining product development, marketing, and consumer trust to create a robust competitive advantage in the eye care market [26][28]. - The brand's long-term commitment to quality and innovation has allowed it to build a strong reputation and consumer loyalty in a highly competitive landscape [19][28]. - Marubi's success illustrates that a brand can thrive in the beauty industry without relying on anxiety-driven narratives, focusing instead on product quality and cultural depth [28][29].