Is China's NO.1 Brand Winona Abandoning Sensitive Skin for Aesthetic Medicine?
- Chaileedo Press
- May 16, 2022
- 3 min read
Botanee Group (BTN), the parent company of Winona, was selected as one of the Top50 emerging companies in the 2022 Chinese Listed Companies by Brand Value. BTN is the only beauty enterprise on the list, while Winona ranks first in the Chinese market of Dermatology grade skin care products.
For a long time, Botanee has been carrying out the development strategy of "focusing on the main brand and expanding sub-brands". In 2022, BTN continues to focus on the main brand "Winona" and consolidate its "Anti-Sensitive " series in the leading position of Dermatology grade skin care products in China.
"Winona is from Yunnan, China but it also belongs to the world at the same time. China now enjoys the world's largest skincare market, where the world's leading brand is bound to be born." Guo Zhenyu, chairman of BTN, once said.
According to the statistics of Euromonitor, a global research organization, Winona ranks first in the Chinese market of dermatological skin care products, and its market share in 2021 was about 2 percentage points higher than that of 2020. What’s more, compared with 2020, Winona's leading advantage over the second and third places continues to expand, with a market share in China that is close to the sum of the second and third brands. The head effect is definitely significant.
During the "Double 11 shopping festival" in 2021, Winona ranked TOP6 in the beauty and skincare category and TOP10 consecutively in the beauty and makeup category on Tmall, a mainstream e-commerce platform in China, and was the only Chinese brand on the list. In addition, in 2021, Winona's growth rate on JD.com, another mainstream E-commerce platform in China, has exceeded 30%, ranking the first of Chinese brand in its "601 Good Start" activity and the seventh in the "Double 11" list of beauty brands.
In terms of channel layout, Winona mainly promotes its own stores on Chinese e-commerce platforms such as Tmall, Tiktok（Chinese version）, Kwai, and JD.com; In addition, Winona counter service platform and WeChat mini program have been built for diversified online channel coverage. In the offline channel, it also opened a brand store.
It is worth mentioning that at the beginning of May this year, Winona officially entered the aesthetic medicine industry. Its medical beauty chain brand "Yanyao Aesthetic Medicine" was officially established and its offline stores were opened also in Shanghai, which focuses on the subdivided field of aesthetic medicine.
With the rapid growth of China's cosmetics market and the continuous emergence of Chinese consumers' demand for various market segments, major beauty brands around the world are further increasing their investment in the Chinese market. On the one hand, good news consumption trends continue to promote the rapid rise of China's local beauty brands; On the other hand, international brands that occupy the head of the market are also seeking various ways to maintain their Chinese market status, which inevitably brings dimension reduction to Chinese brands.
Under such fierce competition, Winona, a Chinese efficacy skin care brand focusing on sensitive skin, stands out from many major brands. It is reported that in the "Double 11 shopping festival" of 2021, over 400 million bottles of Anti-Sensitive Moisturizing Tolerance-Extreme Cream were sold online in China; Winona Soothing Repairing Freeze-dried Mask became the dark horse of the year with over 200 million boxes sales throughout the Chinese network; Sales volume of Sunblock Milk and Anti-Sensitive Essence individually exceeded 100 million RMB (over 15 million USD)
What is behind these glorious data is the embodiment of Winona's achievements in China's efficacy skin care benchmark brand through years of deep cultivation in product power, brand power and R&D power.
Today, Winona's accumulation of academic resources and clinical data have formed a highly competitive professional barrier by issuing 15 skin-related medical guidelines and expert consensus, participating in the formulation of 16 group standards, presiding over the formulation of 12 enterprise standards, holding 60 patents and 11 core technologies, and conducting clinical verification and effect observation in the dermatology Department of 63 top hospitals in the world to verify the efficacy and safety of its products.
In addition, Winona led the publication of the book "Winona Efficacy Skin Care Clinical Application Essentials", including 128 basic research and clinical verification papers of Winona products published in core journals around the world, the relevant academic results of which have attracted the attention of the global dermatology community.
Apart from the concentrated outbreak of sales, and the long-term persistence of scientific research, Winona has been leading the Chinese beauty and skincare category, with rapid growth and multi-category sales. Winona, which has grown into one of China's mainstream brands in just a few years, is releasing a strong brand explosive force.
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