Chinese Oral Beauty Brand Five Doctors Releases 3rd Anniversary Gift Box

Abstract: Chinese oral tonic brand Five Doctors((formerly known as Young Doctor) launched the third-anniversary limited edition gift box containing the star product Five Doctors Collagen Peptide Vitamin C Drink. The product is priced at $52 on its flagship store on the Chinese e-commerce platform Tmall after a discount.

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According to CHAILEEDO, Five Doctors was jointly founded in 2019 by five female doctors of medicine from Peking University focusing on the field of oral tonic. It mainly specializes in the collagen category and has launched a number of oral products such as collagen peptide vitamin C drink, a daily hyperactive botanical drink.

Driven by the strategy of "Healthy China", the health industry has risen to the level of national strategy and has been developing rapidly. It is becoming a new engine to drive China's economic transformation and social progress.

According to the data of AskCI in 2020, the size of China's health market increased from $477 billion to $1.1 trillion from 2016 to 2020 with an average annual compound growth rate of 23.3% and it is expected that China's health market would increase by 8.1% and the size would reach $1.2 trillion in 2021.

The overall improvement of the health industry has given rise to many new market segments. The oral beauty market has been booming in recent years and industry insiders predicted that the size of China's oral beauty market will reach $3.5 billion in 2022. The Chinese oral beauty market was first triggered by Japanese brands.

In 2004, the drink with high bioactive collagen peptide as the main raw material was popular in Japan and entered the Chinese market through procurement service, thus Chinese women knew for the first time that collagen plays an important role in maintaining skin elasticity.

From 2005, oral collagen drinks became popular in China. But the market is mainly occupied by Japanese manufacturers such as FANCL, Shiseido and DHC. According to the data of Beauty In Sight Intelligence, in 2019, the top three oral category beauty brands with the most sales according to BA are Shiseido, Lumi and BYHEALTH with the ratio of 31.62%, 16.91% and 14.71% respectively. Overall, the market share of imported brands was higher than that of Chinese brands. However, Chinese enterprises soon caught on to the business opportunity and entered this field. The Chinese oral beauty market thus ushered in the first golden age.

In recent years, along with the awakening of consumer health consciousness and the support of China's own innovative technology and the improvement of the whole supply chain, a number of new Chinese brands such as Black Zero from Bloomage Biotech, G-Young, Whiteasy, etc. have been born in the Chinese oral beauty market. Five Doctors, founded by five female doctors from Peking University, is one of them, which has accumulated more than 100,000 users in two years. Its repurchase rate remains above 40% with a weighted repurchase rate of 115%.

At the beginning, Five Doctors chose to start from live streaming on TikTok China. During the Chinese Double 11 Shopping Festival in 2020, Five Doctors achieved sales of $745 thousand in TikTok China e-commerce. From November to December 2021, Five Doctors' monthly sales exceeded $7.5 million. At present, Five Doctors ranks top in the oral beauty category and the major category of nourishing health care in TikTok China pop-up list. According to statistics, share of Five Doctors' sales in TikTok China e-commerce accounts for nearly 80% of the network's ratio. The brand is currently sold mainly through TikTok China Mall followed by the Tmall flagship store.

It is understood that during the scientific research at Peking University, one of the brand founders of Five Doctors, Jiang Jun, conducted research topics around collagen peptides. she has many years of research experience and full academic knowledge in the field. On the basis of this, Jiang Jun further united four other doctors from different disciplines to create the brand Five Doctors. It can be seen that the brand has strong scientific background support since the beginning of the creation.

For the Five Doctors, it seems that they did not put all their pocket at the road of oral beauty products. After the oral collagen peptide opened the brand sales, they began to look for another pillar. The brand has launched the eye cream, essence, mask and other external skin care products. At present, in its official flagship store of TikTok China, VC ethyl ether rejuvenating serum is available for $30 with total sales of 93 units as well as the recently launched Muscle peptide translucent mask for $44.6. Looking at its new product sales and promotion efforts, it has not yet made a push on topical skincare products for the time being.

For this launch of the third-anniversary gift box, the brand founding team said they used their professional scientific research capabilities to develop the product hoping to break the consumer's inherent impression of collagen products "poor taste, the effect is not obvious". It also contributed to bringing consumers collagen peptide drink with "scientific formula, good and easy to drink" .