Winona Achieves Another Triumph in Double 11 with Online and Offline Sales of RMB 400 Million

Winona Achieves Another Triumph in Double 11 with Online and Offline Sales of RMB 400 Million

In this year's Double 11 Shopping Festival that was just concluded, Winona, a local cosmeceutical brand, once again broke through the encirclement of European, American, Japanese, and South Korean brands and achieved remarkable sales performance, after it claimed "top 1 in Tmall's emulsion and facial cream category" last year. Winona's Tmall flagship store racked up sales of more than RMB 30 million in just 9 minutes, over RMB 50 million in half an hour, and over RMB 100 million in 68 minutes and 39 seconds. The sales surpassed the total amount on the same day last year in just 80 minutes, securing Winona a spot in Tmall's top 9 beauty brands. At 23:39:39 on November 11, Winona's Tmall flagship store saw sales exceed RMB 200 million. Ultimately, Winona achieved outstanding sales performance of RMB 400 million both online and offline, standing out as a domestic brand to be proud of.

Winona's Performance in Double 11

To further enhance customer satisfaction and shopping experience, Winona comprehensively upgraded its customer service and logistics before this year's Double 11 festival. It added over 300 full-time customer service personnel and conducted a month-long training session for them, aiming to provide consumers with 72-hour uninterrupted services during the peak period of the promotional event. To ensure products reach consumers in the shortest possible time, Winona adopted a multi-warehouse shipment approach this year, with the Kunming warehouse, 4 Cainiao warehouses, and 7 JD warehouses on standby. Multiple routes were prepared, capable of handling 160,000 pieces of goods simultaneously, significantly improving logistics efficiency. In Winona's Kunming warehouse, the 12,000-square-meter storage space was once again occupied by Winona's products with conspicuous red packaging. A total of 2,000 workers took shifts and raced against time to bring high-quality products and the best logistics experience to consumers. Less than 60 seconds after midnight, Winona's first package was dispatched...

Winona's Warehouse Staff Packing and Delivering Goods Overnight

According to the analysis of industry insiders, Winona's impressive achievements are attributed to its precise market positioning and channel layout, strong product power, and widespread recognition by professionals. These are also factors driving the continuous progress of this domestic cosmeceutical brand. Winona uses a "localized" mindset to effectively address consumers' three pain points regarding skincare products—suitability, efficacy, and safety. Moreover, its longstanding commitment to solving clinical skin issues has earned it recognition and trust from numerous dermatological professionals. As a result, Winona has become one of the most recommended skincare brands by professionals in their daily work, and this word-of-mouth advantage makes the brand difficult to replicate or surpass.

Public Welfare Activity of Winona's Brand Day on May 25

Winona also keeps pace with the time. Aware that young users' conversion from cognition to purchase is increasingly shortened, Winona focuses its brand building and promotion mainly on e-commerce platforms. During this year's Double 11 event, Winona's Tmall flagship store introduced an appealing promotional strategy featuring innovative interactions and connections with the platform and consumers in addition to regular presales discounts, price breaks, and gift-with-purchase options. Encompassing products, operations, and activities, comprehensive support was provided to ensure Winona's outstanding performance.

Double 11 "Guardian Cat Gift Box"

While exploring e-commerce channels, Winona is also steadily expanding its offline layout. At present, Winona has over 500 offline counters, offering one-on-one personalized services to consumers offline and empowering development with services and dermatological skincare experiences. During this year's Double 11 festival, Winona Mall, Winona's offline counters, and retail pharmacies made a concerted effort. Winona Mall racked up sales of over RMB 80 million in the afternoon on November 11 and eventually doubled the sales to RMB 100 million. The offline order amount also exceeded expectations during the event.

Double 11 Activity at an Offline Counter

Relying on multi-channel development, Winona built its brand on a dermatological background and research strength and focused on addressing skin problems, achieving exceptional performance during this year's Double 11 event with sales of RMB 400 million across all channels. In the future, Winona will expand its reach into aesthetic medicine, O2O, and other fields, exploring the "new blue ocean" of big health.