据Mob研究院预测，2025年，中国美瞳行业规模可达500亿元。而在可啦啦创立的2011年，美瞳在国内尚属小众产 品，受众群体主要局限于coser。据木鱼介绍，即使是国内美瞳行业发展早期，美瞳花样设计也主要承袭自海外地 区，风格单一，花样明艳，并不适合产品的普及。 2022年，可啦啦团队在拼多多捕捉到年轻女性对"日常通勤"美瞳的需求，结合彼时美瞳应用场景单一的行业现 状，可啦啦便开始筹备设计系列产品，以填补市场空白。 据木鱼回忆，在与拼多多团队多轮研讨后，可啦啦将产品目标人群锁定在18-30岁群体，且经过分析，这部分人群 活跃在上班通勤、上学深造和日常聚会等场景，"他们普遍淡妆为主，对美瞳的需求集中于'自然通透'，还要带 点'小心机'感"。 此外，根据拼多多反馈的市场数据，当时美瞳市场花色单一，有效供给不足。在此基础上，可啦啦锁定了新品定 位，即推出一款区别于传统明艳花色的美瞳产品，处于中端价位，满足上班族、学生党们装点日常的需求。 以往美瞳品牌们每3个月一次上新，如今这个时间可能是10天。 "早期市场由国外品牌主导，近几年，国货品牌借助新电商发展的红利相继崛起，美瞳花色更趋多元，且迭代速度 明显加快。"可啦 ...

Core Insights - The beauty contact lens industry in China is rapidly growing, driven by the aesthetics economy and cultural tourism consumption, with the market expected to exceed 28 billion yuan by 2025, reflecting a compound annual growth rate of 15% and an increase in penetration from 10% to 30% [1][8]. Market Expansion and Category Upgrade - The market is expanding rapidly, with Generation Z (ages 18-35) contributing 76% of the consumption, and male users growing at a rate of 25%. The lower-tier markets (third and fourth-tier cities) are experiencing growth rates exceeding 20%, becoming new growth drivers [3]. - The daily disposable contact lens market share is projected to rise from 35% in 2021 to 52% in 2025, favored for its hygiene and convenience. Colored lenses account for over 60% of the market, with natural colors (brown/gray) being mainstream and personalized colors (blue/green) growing at 40% [3]. Consumer Demand Insights - Young women (92% of consumers) are the primary consumer group, including students, cosplayers, and young professionals. The demand for "atmospheric beauty lenses" has surged, with sales increasing by 30% in scenarios like concerts and music festivals [4]. - 40% of consumers choose daily disposables for health reasons, and silicone hydrogel materials (with a 50% increase in oxygen permeability) have become standard for mid-to-high-end products. Beauty lenses are viewed as "confidence tools," significantly enhancing community belonging in events like comic conventions [4]. Brand Competition Landscape - Domestic brands like KelaLa (top seller online) and MOODY are emerging through IP collaborations and social media marketing. For instance, the KelaLa x LOOPY collaboration sold out on the first day, achieving a 200% return on investment [5]. - International brands such as Johnson & Johnson and Bausch + Lomb maintain their market share through premiumization and technological barriers, with silicone hydrogel daily disposable products priced at a 150% premium, holding a 35% market share in first- and second-tier cities [6]. Channel and Marketing Innovation - The online sales channel accounts for 65% of total sales, with Douyin's "beauty lens reviews" videos garnering over 5 billion views. Live-streaming sales contribute 42% of total sales, and private traffic has a repurchase rate of 58%, significantly higher than traditional e-commerce [7]. - Offline experiences are being upgraded, with "smart fitting stores" opening in first- and second-tier cities, utilizing AR technology for virtual try-ons, resulting in a 30% increase in conversion rates [7]. - Content marketing strategies on platforms like Xiaohongshu focus on "review recommendations," while Douyin relies on narrative integration (e.g., "beauty lens transformation challenges"), achieving a 60% increase in interaction rates. Cross-industry collaborations with fashion brands (e.g., LOEWE) and virtual idols (e.g., AYAYI) are emerging trends, enhancing brand youthfulness by 40% [7]. Technology-Driven Future - Brands are continuously exploring new materials and functionalities, such as KelaLa's hyaluronic acid moisturizing lenses and MOODY's silicone hydrogel series, addressing the "dryness" issue reported by 42.1% of users [8]. - The beauty lens market is expected to show significant expansion and upgrade trends by 2025, with consumer demand shifting from mere aesthetics to multidimensional drivers, and brand dynamics continuously reshaping [8].