contact lenses are emphasized, the younger generation of consumers' pursuit of beauty will inevitably drive their further growth. Judging from online consumption data, the growth rate of the color pupil market far exceeds that of the overall contact lens category. 32.9% of consumers who are not nearsighted will buy color pupils to add points to their appearance, especially among young consumers. Gao, color pupils have become an essential step in makeup for young Chinese consumers. The current online color pupil consumption is dominated by the post-90s and post-95s, and the proportion of the post-95s is expanding, nearly twice that of the post-90s; although the per capita consumption power is not as good as the post-90s, the growth rate is significantly higher than other generations, and the consumption potential is full . U.S. contact lenses are Class III medical devices, and distributors need to have certain qualifications to sell them, and the text message service barriers to entry are very high. At present, there are mainly three types of players on the market: The first category is traditional contact lens companies with strong medical backgrounds, such as Johnson & Johnson, Bausch & Lomb, and Alcon; The second category is cutting-edge color pupil consumer brands, such as Moody, Ketang, Ke Lala, etc.; The third category is channel distributors and channel brands, such as 4inlook, miomi, and major pharmacies. Among the current top 10 brands of color spectacle lenses sold in Taobao, domestic brands occupy the mainstream, and only two brands, candy magic and Bausch & Lomb, are overseas brands (Japanese and American brands respectively).