Core Viewpoint - The live e-commerce industry is transitioning from a phase of aggressive traffic growth to a focus on long-term brand value operations, as exemplified by the recognition of natural堂 at the first CMG Live E-commerce Awards [2][3][4]. Group 1: Industry Recognition and Trends - The CMG Live E-commerce Awards serve as a benchmark for the industry, promoting advanced operational models and high-quality development [4]. - Natural堂's award signifies a paradigm shift in domestic beauty brands within the live e-commerce sector, moving away from reliance on traffic-driven sales to a brand-centric approach [3][6]. Group 2: Operational Excellence - Natural堂's performance in live e-commerce is characterized by high user coverage and repurchase rates, reflecting a long-term commitment to refined operations rather than short-term traffic boosts [6][8]. - The brand has maintained a positive reputation in the live e-commerce space, avoiding negative public sentiment through professional product explanations and robust customer service [6][9]. Group 3: Strategic Live Streaming Model - Natural堂 employs a dual-driven model of "self-broadcasting" (70%) and "influencer broadcasting" (30%), allowing the brand to retain control over user assets and maintain profitability while leveraging influencers for initial trust [8][9]. - This "70/30" structure is viewed as a mature model for transitioning from short-term traffic battles to long-term value operations [8][9]. Group 4: R&D and Digitalization - Natural堂 has invested in R&D since 2013, establishing a comprehensive scientific framework that includes over 20 laboratories and a focus on proprietary ingredient development [13][14]. - The brand's digital transformation, initiated in 2020, has led to significant improvements in supply chain efficiency and inventory management, enhancing overall operational effectiveness [15][17]. Group 5: Balanced Channel Strategy - Natural堂 maintains a balanced channel structure with approximately 70% online and 30% offline presence, allowing for resilience against market fluctuations [18][20]. - The brand has successfully penetrated major e-commerce platforms and has a robust offline retail network, contributing to consistent sales growth across channels [20][21]. Group 6: Product Diversification - The brand's diverse product portfolio spans five core categories, reducing risks associated with reliance on a single product line [21][22]. - Recent innovations, such as the dual-ended eye essence, reflect natural堂's commitment to addressing consumer needs and enhancing its product matrix [21][22]. Group 7: Systematic Approach to Brand Value - Natural堂's systematic approach integrates R&D, digitalization, channel management, and product development, ensuring a solid foundation for sustainable growth in the competitive live e-commerce landscape [23][24]. - The recognition at the CMG Awards highlights the brand's successful transition from a traffic-focused mindset to one centered on long-term brand value and consumer engagement [23][24].

Core Viewpoint - The article discusses the launch of "Future Beauty City" by CHANDO, which integrates smart manufacturing, industrial tourism, and educational experiences, aiming to transform industrial strength into cultural soft power and enhance consumer trust in beauty products [2][3][4]. Group 1: Future Beauty City Overview - The Future Beauty City covers an area of 161 acres with a total construction area of 127,000 square meters, featuring workshops for skincare, makeup, hair care, and masks, with a production capacity exceeding 400 million units annually [3]. - The city has been recognized as one of the "Top 10 Iconic Cultural and Tourism Projects" in Shanghai for 2025, showcasing a blend of technology and consumer experience [2][3]. Group 2: Consumer Engagement and Trust - The city aims to rebuild trust between consumers and the beauty industry through transparent and visualized production processes, allowing consumers to witness the entire manufacturing journey [4][6]. - Interactive exhibits in the city simplify complex skincare science, making it accessible and engaging for consumers, thereby enhancing their understanding of the brand's scientific achievements [4][6]. Group 3: Product Innovation and Market Response - CHANDO launched the "Double-Head Eye Essence" during the event, addressing the skincare concerns of modern Chinese women, particularly the issue of premature skin aging [3][17]. - Research indicates that the signs of skin aging in Chinese women are appearing earlier, with key indicators accelerating around the ages of 24 to 33 [17][18]. Group 4: Sustainable Development and Industry Impact - The Future Beauty City incorporates ESG principles, including solar energy systems and water recycling, aligning with the preferences of younger consumers for responsible brands [28]. - The project is part of a broader initiative to strengthen the "Oriental Beauty Valley" as a hub for the cosmetics industry, with over 700 related enterprises and a projected output value of 50.85 billion yuan in 2024 [29][31]. Group 5: Strategic Vision and Future Outlook - The integration of industrial resources into cultural experiences is seen as a pathway for domestic brands to gain consumer trust and lead in the beauty industry [31]. - The establishment of the Future Beauty City represents a significant step for CHANDO in transitioning from product-focused success to industry leadership, marking a new phase in the high-quality development of China's beauty sector [31].