The "narrative breakthrough" of domestic beauty brands? Chando collaborates with museums.

Standing at the beginning of 2026, China's domestic beauty industry is collectively facing a tough battle: "maintaining growth while escaping homogenization." After years of rapid online expansion, the end of the traffic dividend and soaring customer acquisition costs have become an industry consensus. Against this backdrop, leading companies are beginning to seek new growth opportunities offline. On January 8, CHANDO, which is currently aiming for a Hong Kong IPO, provided a solution: in collaboration with the Shanghai Natural History Museum, it launched the "Beauty and Nature Coexist" biodiversity-themed exhibition at the "Oriental Beauty Valley · CHANDO Future Beauty City." During an on-site visit, Xinfeng observed that the "Future Beauty City" breaks away from the traditional closed factory model, offering consumers an immersive experience of the entire automated production process, from raw material blending to finished product packaging. According to information from CHANDO to Xinfeng, the "Oriental Beauty Valley · CHANDO Future Beauty City" will be fully open to the public from January 10, and will debut the "Nature Market" and "Factory Store New Year Festival." This is not only an exhibition, but a signal: Chinese beauty brands are attempting to build a stronger brand narrative and offline traffic loop using a composite model of "culture, tourism, commerce, exhibitions, and industrial tourism," going beyond simple sales logic and creating a more robust moat around their brands. This is also a substantive implementation of the strategic plan set out in CHANDO's prospectus. "We believe our omni-channel sales network enables us to actively seize opportunities from emerging sales channels, reach a broader customer base, and enhance customer loyalty and brand awareness," CHANDO stated. Since 2025, CHANDO has opened its first self-operated flagship store in Shenzhen. CHANDO is constructing a brand moat that differentiates itself from purely internet-based beauty brands: by strengthening offline experiences through the "Future Beauty City," it seeks to transcend simple price and traffic wars and enhance consumer trust in the brand. In the first half of 2025, CHANDO's revenue and net profit were 2.448 billion yuan and 191 million yuan, marking year-on-year growth of 6.42% and 7.02%, respectively. Whether the continued expansion of offline channels can help CHANDO achieve further growth still requires more market data for validation. Risk Warning and Disclaimer The market has risks; investment needs caution. This article does not constitute personal investment advice, nor does it take into account the specific investment objectives, financial status, or needs of individual users. Users should consider whether any opinions, views, or conclusions in this article suit their particular situation. Investments based on this are at your own risk.