Recently, Kelala, a leading domestic contact lens brand, announced that it will build its own quality inspection laboratory, positioning the laboratory as a "key link in the quality defense line." This move marks an important step for the brand to consolidate the dual-wheel drive strategy of "eye health + eye fashion", and also drives the contact lens industry to transform from marketing-driven to technology-driven.

  Build a solid health moat with technology

  Founded in 2011, Kelala is one of the first domestic brands that have risen and are currently large in scale. The quality inspection laboratory put into use this time is equipped with three core modules: comfort test, lens adaptability test and physical performance evaluation, and is expected to control product safety and wear experience from the source.

  "As a three-class medical device, the quality and upper eye comfort are the core support for the repurchase rate." A relevant person in charge of Kelala said that Kelala signed a series of quality protection related terms with the cooperative supply chain, which in turn forced the supply chain to continuously improve the quality level.

  In the field of technology research and development, Kelala reconstructs product logic with "comfort": in order to improve wear comfort, the industry's first product category hyaluronic acid contact lenses have accumulated sales of over 100 million tablets across the entire network; in order to solve the dry eye pain points of white-collar groups, anti-blue-ray contact lenses are launched; through analyzing the needs of segmented scenarios, it has launched functional product matrix such as silicone hydrogel contact lenses, astigmatism contact lenses, vitamin contact lenses and other functional product matrix.

  In the fierce competition of contact lenses market, Kelala's sales have maintained rapid growth for nine consecutive years. The GMV exceeded 1.2 billion in 2023, and it achieved profitability in the same year. In 2024, the GMV exceeded 1.5 billion and it made a huge profit, with market share and GMV ranking among the top in the industry.

  From taking the lead in formulating the industry's first group standard for "Quality and Safety Specifications for Color Contact Lenses" in 2024 to the completion of the quality inspection laboratory in 2025, Kelala's dual layout of "standard leadership + technology-driven" provides a new path demonstration for the industry to transform from "marketing driven" to "tech-driven".

  Strengthen fashion discourse power with design

  "In the beauty contact lens track with distinctive fast fashion attributes, the key to achieving a breakthrough in product differentiation lies in accurately capturing the differences in consumer demand and deeply deconstructing the usage scenarios." A relevant person in charge of Kelala said that companies need to rely on their keen market insights, continuously iterate the design of patterns and colors, and maintain user freshness through innovating visual innovations, so as to consolidate their leading position in fierce competition.

  As a brand with a high frequency of new launches in the industry, Kelala has in-depth insight into the needs of tens of millions of fans and accurately grasps the trends of trends. It has created more than 500 patented styles, which can cover diverse scenarios such as daily commuting, artistic socializing, and outdoor sports, building a differentiated barrier that is difficult to replicate.

  With the rise of the wave of "pleasing self-consumption", contact lenses have changed from "special scene-based" products to "finishing touch" with more daily attributes. Young consumers' pursuit of personalized expression is reshaping the business logic of this segmented track. In the view of the relevant person in charge of Kelala, from beauty makeup to contact lenses is a microcosm of the consumer market's upgrade from "single function satisfaction" to "all-region experience upgrade". Kelala uses the "fast" of the supply chain to communicate with the "change" of user needs, sublimating "self-pleasing" into "self-expression". Relying on the core business of contact lenses to extend the category symbiosis strategy of the eye health ecology, superimposing the design driving system that accurately captures trends, it has successfully entered the new growth track of "ecological expansion", providing a new solution for industry upgrading.

  In the future, facing multiple challenges such as technological breakthroughs, lack of standards and technological impacts, Kelala will break through with the dual-wheel drive of "eye fashion + eye health", continue to promote the standardization of industry quality control, and promote the establishment of a full-chain specification from production to use, leading the high-quality development of the industry.

[Editor in charge: Li Lin]