The current “eye economy” is tending to grow abnormally, and its maturity is incompatible with the noisy consumption atmosphere.
Editor’s note: This article is from the micro-channel public number “Koi Finance” (ID: jinlifin), Author: koi content group.
When capital meets young people, the enthusiasm is always out of control. On February 24, the domestic cosmetic contactor brand moody successfully completed the B and B+ rounds of financing, with a total financing of 380 million yuan, including Hillhouse Capital, The figure of Jingwei China and other head institutions. As early as last year, this seemingly not-so-spacious track gradually shined, including moody, 4iNLOOK, Kerala, etc., and many online celebrity cosmetic contact brands completed early financing.
It is true that since Johnson & Johnson’s cosmetic contact lenses entered the Chinese market in 2004, in the long 17-year period, with the continuous changes in consumer awareness and needs, cosmetic contact lenses products have also realized the transformation of market identity between passive and active. Today, the industry has transitioned from the medical era to the beauty era, and coupled with the fuel economy of the “value economy”, a considerable vent has been opened up in the capital sky.
According to the data released by Zhiyan Consulting, the market size of China’s cosmetic contact lenses in 2015 was 738 million, and it soared to 1.588 billion in 2019, with a compound annual growth rate of 21.12%. It is worth noting that the epidemic has been rampant since 2020, which has led to a huge discount in the consumption of beauty makeup under the blessing of masks. In this context, the eye makeup category has become the only fulcrum that can support the beauty of the economy, and the demand for cosmetic contacts has arisen from time to time.
According to public information, last year, Tmall International Double Eleven cosmetic contact sales increased by more than triple digits year-on-year, and Taobao sales alone reached 3.9 billion. Capital is not profitable. Since the listing of Perfect Diary, the voice about the rise of domestic products has never stopped. After the era of lipstick, eye makeup has become more and more important in the circle of young people. Is the next “perfect diary” born? Everything is not yet known.
Domestic cosmetic contact lenses “catching food”
It is not blindly singing down domestic brands. When Johnson & Johnson used US contact lenses to ignite the consumption desire of the Chinese people, the people’s hearts and space that followed were destined to belong to those “catfish” who swam by force. From this point of view alone, Domestic cosmetic contact lenses are too late. Even before the emergence of the concept of cosmetic contact lenses, the domestic consumption habit of accepting glasses from frame to invisible is also subtly cultivated by overseas brands.
This has led to the fact that for a long time, overseas brands predominantly occupied the high ground of the consumer market, and domestic brands could not escape the fate of premature death under the premise of immature technology and market participation. Take Haichang, which entered China in 1985 as an example. It has ranked first in market share for 7 consecutive years from 2009 to 2015. Its annual sales have grown at a rate of about 15%-20%. The high profile of overseas brands was once The domestic products were so heavy that they couldn’t breathe.
But there is one thing to note, although overseas brands are crazy on the consumer sideThe most common problems encountered by pupils, look at social platforms such as Zhihu Weibo. Discussions about the harmfulness of cosmetic contact lenses are always high. The diverse experience cases are mixed with shocking pictures of various colors, which may be true or false. The psychological endurance of consumers.
It is worth noting that not every post is simply popularizing science or sharing. Taking Zhihu as an example, some eye-catching product links will inevitably appear below many seemingly bloody answers, sometimes Eye drops, sometimes eye washes, and even smart contact lens cleaners are cutting leeks with anxiety.
The market for cosmetic contact lenses is expanding, and the resulting “eye economy” cannot be underestimated. A large number of eye health products for cosmetic contact lenses are taking advantage of the trend, and they are deeply involved in various e-commerce platforms or purchasing circles. Sought after by consumers. For example, a certain model that Jing Tian Amway has had
Japanese eyewash, without official channels, Taobao’s monthly sales volume is still tens of thousands, and the purchasing agent was once full.
Not only overseas brands, but also “Guanyan Tianxia” has investigated that the subdivision of ophthalmic drugs in my country is changing year by year. The market share of artificial tears, ophthalmic anti-infectives and ophthalmic lubricants that are convenient for wearing cosmetic lenses is increasing. It is getting heavier, accounting for about 54% of the total. In a new advertisement for an eyewash Wechat business, such as “Look down at your phone every 6 seconds”, “China has become a high-risk area for myopia”, “miss the heyday of facial masks, don’t miss the age of health and eye care”, etc. The marketing slogan impressively regards the industry as a new outlet.
Ophthalmic anti-infectives (S01A), other ophthalmic drugs (S01X), artificial tears and eye lubricants (S01K)
However, with the popularity of a variety of online celebrity eye care products in the consumer market, safety has gradually surfaced. In April 2019, Health Canada notified two pharmacies that illegally sold unauthorized drugs. In the public notice, Jing Tian’s eye wash with fire and a certain online celebrity eye drop were included.
Coincidentally, these two products have not been able to find the authorization information on the relevant websites in our country. According to public information, there are prescription ingredients in some eye drops. It is difficult for consumers to identify some key information in the all-in-one foreign language packaging and introduction. But despite this, the merchants are still not going away, and the buyers are not going away.
In the article “Chinese Girl Destroyed by Net Red Eye Drops”, Ms. Huang from Xiamen has low vision due to long-term use of a certain Japanese net red eye drops. The left eye vision is only 0.0