The Zhitong Finance App learned that in 2024, Han Shu will once again become the focus of the market. According to the data, in the first quarter of this year, Han Shu's total GMV on the three major e-commerce platforms (Douyin, Tmall, and Taobao) reached 2.3 billion, ranking first in domestic beauty. As of May 7, Han Shu's Douyin GMV surpassed 2,499 billion yuan, standing in the top 1 in Douyin beauty, surpassing many brands.

Furthermore, citing public reports, Han Shu accounted for a total of 41.58% of consumers on the Douyin platform from first-tier, new-tier, and second-tier cities in the past year. The top ten cities for consumer distribution are: Chongqing, Chengdu, Beijing, Shanghai, Guangzhou, Shenzhen, Suzhou, Xi'an, Dongguan, and Hangzhou.

Strongly occupy a new economic engine city and gain a high-net-worth user base

From a macro perspective, the top ten cities in Han Shu are mostly new economic engine cities. These cities are more densely populated with high-net-worth people, and the requirements for quality are also higher. This also confirms Han Shu's product quality word-of-mouth feedback from the consumer side.

Take Chongqing, for example. As the only municipality directly under the Central Government in the western region, the city's GDP reached a new level of 3 trillion yuan in 2023, ranking fifth in China's urban GDP. It is worth noting that in recent years, many big-name beauty brands have set up offline flagship stores in Chongqing, continuously improving local market education and driving the continuous upgrading of local beauty consumption.

After being continuously educated by leading domestic and foreign brands, young consumers in these cities have strong demand for beauty and high aesthetic and high pursuit, and Han Shu's ability to fully conquer the new economic engine city is enough to confirm the extraordinary strength of the brand.

Under the downgrade of consumption and a new wave of rational consumption, Han Shu is bucking the trend and entering Tier 1 and 2 cities strongly, and sustainable growth can be expected.

Seize the best user base with “high quality and price ratio”

In addition to 40% of consumers in first-tier, new-tier, and second-tier cities, the share of young people aged 18-35 in Han Shu is as high as 74.95%. This age group is also the core users of beauty. According to another data, Han Shu's 30-day average repurchase rate reached 20.99%, far exceeding the average of peers.

These data show that Han Shu used the “high quality to price ratio” as a breakthrough, captured the best user base, and built a loyal and huge consumer base to form a high level of repeat purchases.

The ability to achieve a super “high quality/price ratio” is unquestionably due to Han Shu's long-term investment and innovation in products and technology.

Shangmei Co., Ltd., which has more than 20 years of research experience, insists on independent research and development, and relies on dual research centers to build a powerful platform for advanced basic research and product development. Currently, the Han Shu brand has borne fruit in terms of new technology, new ingredients, and new formulations.

As an example, last year, Han Shu released a disruptive innovation in the field of anti-aging — cyclic hexapeptide-9, which not only enabled Han Shu's product value to usher in a new round of upgrading, but also broke the monopoly of international raw material vendors, giving Chinese brands a voice in the anti-aging market.

Not long ago, Hanshu Revitalizing Toner (“Hanshu Revitalizing Essence”), which incorporates the results of ten years of specialized research by the Han Shu brand, was launched. With the concept of high efficacy beyond traditional essences, Han Shu Revitalizing Toner will revolutionize the essence water market and become the brand's latest hot item.

It is worth mentioning that as an eyewitness and practitioner of Chinese ingredients, Han Shu was invited to participate in the “Amazing Chinese Ingredients Special Season” campaign launched by Huge Engine. According to information, “Amazing Chinese Ingredients” was launched in 2022 and is the first 10 billion IP in beauty history.

Through this super IP campaign, Han Shu will bring the latest Chinese ingredients, “skin revitalizer” and new toner, so that more consumers can see the persistence, pioneering and innovation of Chinese beauty brands, and cheer for Chinese brands.

Overall, for a long time, Han Shu has always adhered to the concept of being guided by user needs, focusing on the product power of large single products, leveraging the first and second tier markets with “high quality and price ratio”, and then using popular content to amplify product value and achieve long-term sustainable growth. This is another example of the breakthrough development of domestic beauty products in the new consumer era.