Moody Partners with Nova Vision to Strengthen Offline Presence and Drive Long-Term Healthy Growth
On September 5, leading colored contact lens brand moody (parent company: Weim Technology) held the "moody X Star Vision (Baodao Glasses) Colored Contact Lens Emotional Space Station" launch event and initiation ceremony in Shanghai. The event announced that moody products will be available in Baodao Glasses stores under Star Vision. The brand will comprehensively implement a long-term "online + offline" multi-channel strategy. Both parties will engage in in-depth cooperation in product diversification and professional services, leveraging the complementary strengths and resource sharing between a high-potential emerging brand and a professional leading channel. This collaboration aims to guide consumers in wearing colored contact lenses more scientifically and properly, promoting the healthy development of the industry.
Moody and Star Vision Announce Long-term Strategic Cooperation to Fully Empower Ecosystem Collaboration in Product Development, Offline Scenarios, and Professional Services
Moody x Star Vision (Baodao Glasses) Launch Ceremony
Deepening Offline Presence, Expanding New Territory for Long-term Development
Since its establishment in 1997, Star Vision (Baodao Glasses) has expanded to over 100 cities across China, with nearly 1,100 stores. As a long-standing leading enterprise in China's optometry field, Star Vision has consistently focused on providing professional optometric services and is committed to offering consumers comprehensive vision health services and solutions. With nearly 1,600 full-time optometrists and complete eye health screening equipment, Star Vision established an independent product testing center in 2013. Using international standards, it ensures the safety and quality of optical products from aspects such as optics, mechanics, materials, and chemical properties. Its professional optometric services provide specialized vision health screenings and suitable products based on customers' eye conditions, usage patterns, and age groups.
Moody, founded in Shanghai in 2019, established an in-depth strategic partnership with Asia's leading fully automated world-class factory at its inception, creating a technical barrier within the industry. The company independently developed a new generation of production line technology, introducing a fully automated production model from the semiconductor industry, and upgraded to six AOI (Automated Optical Inspection) systems to ensure the consistency and stability of lenses. Additionally, Moody set up a hydrogel material laboratory and the "Moody X China Eye Valley Contact Lens Technology Innovation Research Institute" to focus on the iteration of material technology and research in optical design. With a robust supply chain background, technological barriers, and strong R&D capabilities, Moody quickly gained popularity among consumers. Within just three years, it secured its position as a top brand in the cosmetic contact lens market and became the first emerging cosmetic contact lens brand to be stocked by Shanghai Baodao Glasses Co., Ltd.
This cooperation between moody and Star Vision is a deep expansion and solid layout of moody in offline channels, as well as a long-term development strategy to build a competitive brand barrier. At the same time, moody also leverages various offline scenarios connected with consumers to expand its brand influence together with Star Vision.
Wang Zhimin, Chairman of Star Vision, stated: "Moody has a strong supply chain background and product quality, and is able to quickly reflect consumer insights in product innovation. Meanwhile, Star Vision provides professional one-stop offline vision health services. Both Moody and Star Vision share a common vision in focusing on eye health and scientific wear. We look forward to the mutual empowerment of our product strengths, channel capabilities, and professional expertise, leading the industry in upholding high health standards."
Speech by Mr. Wang Zhimin, Chairman of StarVision (Baodao Glasses)
Liu Jizhong, Chief Operating Officer of Star Creation Vision (Baodao Glasses), Delivers a Speech
Powerful Combination, Leading the Industry towards Healthy and High-quality Development
According to the "2022 China Colored Contact Lens Industry Guide" survey, 30% of consumers do not learn about relevant knowledge before purchasing lenses, 56% do not undergo professional fitting and trial wear, and 85% do not regularly follow up with eye examinations. Overall, consumers have yet to develop a scientific awareness and habit of wearing colored contact lenses. Moody recognized this situation early on and has been actively promoting the healthy development of the industry.
"2022 China Colored Contact Lens Industry Guide"
At the beginning of 2022, moody strategically partnered with China Eye Valley to establish the moody X China Eye Valley Corneal Contact Lens Technology Innovation Research Institute. Backed by the leading advantages and expert resources of China Eye Valley and Wenzhou Medical University Eye Hospital in the field of optometry and ophthalmology, it sets an industry benchmark for the development of the corneal contact lens industry. In May, moody, in collaboration with Tmall Health and CBNData, released the "2022 China Color Contact Lens Industry Guidelines," providing professional and scientific guidance on selection, usage, and care for color contact lens wearers, popularizing correct standards for choosing color contact lenses, and enhancing consumers' awareness of eye health. In July, the moody X China Eye Valley Corneal Contact Lens Technology Innovation Research Institute published the "Colored Corneal Contact Lens Standard Fitting White Paper" in the national core journal, the Chinese Journal of Optometry & Ophthalmology and Visual Science. The white paper was guided by Professor Jia Qu and Professor Fan Lü, leading experts in the field of optometry and ophthalmology, and jointly compiled by 42 director-level physicians from the Ophthalmology Branch of the Chinese Medical Association and leading local hospitals. It systematically studies and explains the health standards for fitting color contact lenses from multiple dimensions of the industry, not only providing standardized knowledge, operations, and full-process guidance for consumers’ daily selection and care of color contact lenses but also offering forward-looking guidance for eye health issues based on academic consensus in the field of optometry and ophthalmology, thereby enhancing consumer awareness of eye health and leading the healthy and orderly development of the color contact lens industry. In the future, the institute will work on establishing an ocular surface database for the Chinese population and building a reference coordinate system for selecting contact lenses.
Promoting the Healthy Development of the Colored Contact Lens Industry Requires Joint Efforts from Multiple Parties: The Strong Collaboration Between Moody and Star Vision Represents Moody's Integration of Cutting-edge Academic Knowledge, Clinical Experience, and High-quality Products. By Leveraging Star Vision’s Comprehensive Vision Health Services Developed Over Many Years, This Partnership Establishes a One-stop Service for Consumers to Wear Colored Contact Lenses Scientifically, Significantly Advancing the Industry’s Commitment to High Standards of Health.
Moody Enters Star Vision (Baodao Glasses)
Moody's founder and CEO, Ci Ran, stated: "Moody always remembers the mission of promoting the healthy development of the industry as a leading brand. We actively respond to China’s '14th Five-Year Plan for Eye Health,' collaborate with authoritative experts to meet consumer needs and facilitate the implementation of scientific research results. Together with our partners, we are establishing an integrated standard for the scientific fitting of cosmetic contact lenses, setting a new benchmark for ocular health, and driving high-quality, integrated industry development in medicine, production, academia, research, and application."
In the post-pandemic era, health awareness has permeated all aspects of consumer decision-making, and the awareness of eye optical health among people in China is also increasing. The strong collaboration between moody and Vision Star Creation, combining a leading emerging brand with professional offline channels for eye health services, aims to establish a closed-loop path for a healthy ecosystem in the eye optical industry—from standardized guidance and setting benchmarks to practical implementation. This collaboration may help push the industry into a new era of high-quality and healthy development.