Winona Emerges as a Top Player in the Chinese Brands during Double 11

Winona Emerges as a Top Player in the Chinese Brands during Double 11

In 2022, China's consumer goods industry bids farewell to the era of barbaric growth.

After the general decline and subsequent recovery of the consumer goods industry, this year's Double 11 shopping festival seemed to be less popular. However, the results unveiled the significant enduring consumer spending power.

"Consumer loyalty" stands out as a key term that consumer goods brands have frequently highlighted this year. On the eve of Double 11 shopping festival, Bain & Company, a global consultancy, highlighted in its report that consumer loyalty holds greater long-term value for brands than Gross Merchandise Value (GMV). In addition, the report suggests that the focus of the festival is shifting from promotion to the construction of consumer loyalty.

As a leading cosmeceutical brand focusing on sensitive skin in China, Winona has always followed the simple logic of "solving consumers' practical problems based on their needs".

In the pursuit of consistently building consumer loyalty, Winona has demonstrated strong brand dominance within the sensitive skincare sector. Since the pre-sale for the shopping festival commenced on October 24, Winona has sustained its prior growth momentum, consistently achieving high growth.

As per the data released at midnight on November 11, 2022, Winona secured the 6th position in the beauty category on Tmall, the top spot in the beauty category on Tmall Supermarket, and a spot in the Top 10 within the beauty and skincare category on Tmall for five successive years. In addition, Winona achieved impressive performance on various other platforms, achieving the top rank on Vipshop, 2nd place on JD.com, and 7th place on Kuaishou and Douyin. In particular, 4 million bottles of the flagship product Sensitiveness Relieving Moisturizing Tolerance-Extreme Cream, 1 million bottles of the newly launched Soothing Moisturizing Extra Care Essence, 5 million boxes of the Soothing Repairing Freeze-Dried Mask, and 2 million bottles of Sunblock Milk were sold.

In addition, Winona Baby, the second-largest core brand under Botanee, secured the 4th position in Tmall's baby skincare category.

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Winona, renowned for its technology and R&D capabilities since its inception, has excelled in this year's Double 11 shopping festival. By centering on the brand's 12-year growth for marketing, we have elevated brand engagement and consumer loyalty to new heights, unlocking the key to increased traffic and consistently securing the leading position among domestic beauty brands during the Double 11 event.

Winona Embrace Consumers with Love and Care

A consumer product is more than just practicality. For example, consumers purchase diamonds not for their hardness or luxury goods for their durability. Given the varied preferences of consumers, developing a brand that exudes warmth has become essential in today's market climate. As the slogan goes, "Delicate Care for Sensitive Skin", Winona achieved resonance with consumers during this year's Double 11 event.

In celebration of the brand's 12th anniversary, Winona selected 12 from 30 million members to share their stories with Winona and made a short film based on that. This film shows the profound impact of love and bravery in confronting life's challenges head-on. Winona also use this video to express gratitude to members for their unwavering trust and support, emphasizing Winona's firm commitment to safeguarding everyone's skin professionally in the past, present, and future.

Before the unveiling of the emotional film, Winona debuted a trailer across major platforms to captivate users' interest. Moreover, the brand sparked discussions among users with the topic "What will happen to you in 12 years?" On October 20, Winona officially released the short film "Delicate Care for Sensitive Skin" on its WeChat Channel and Weibo account. The film quickly went viral across the platforms, building emotional resonance with users and greatly improving consumer loyalty.

This short film, comprising four parts titled "Power of Nature", "Firm Growth", "Bold Strides", and "Inheritance between Generations", not only fully mobilized users' emotions, but also accurately conveyed Winona's brand attributes. "She and the brand were both born in Yunnan..."

In line with the short film, Winona, also born in Yunnan, extracts core ingredients from plateau plants such as purslane and prinsepia utilis royle. Yunnan Yunke Characteristic Plant Extraction Laboratory was thus established, gathering scientific research resources from Yunnan Institute of Materia Medica, Yunnan University, and Yunnan Agricultural University. Winona is anchored in two pillars of botanical technology and medical expertise for brand development.

Winona, boasting 98 patents and 11 core technologies, has contributed to the development of 29 association standards and has led the creation of 11 corporate standards. Winona's products are cited in 154 SCI papers and core journal papers, leading the industry. By the end of 2021, Botanee's R&D team comprised 236 members, constituting 10% of the company's overall workforce, highlighting Winona's robust R&D capabilities. All these factors have enabled the brand to consistently enhance consumer loyalty over the past 12 years.

Winona also introduced the "Twelve-Year-Long Care for You" limited gift sets for the 12th anniversary celebration. A gift set features a range of flagship products, including the Sensitiveness Relieving Moisturizing Tolerance-Extreme Cream, the Sunblock Milk, the Soothing Moisturizing Extra Care Essence, and the Rich Moisturizing Repair Cream, offering users delicate care for their skin health.

At the core of meaningful emotional communication lies the bond and trust between the brand and its users. In the cosmeceutical market, where "trust" holds greater value than gold, relying solely on emotional marketing appears insincere and hard to truly touch the hearts of users.

This is exactly why Winona managed to emotionally connect with consumers by sharing stories between the brand and the young, highlighting the brand's wonderful journey with consumers for twelve years. This strategy not only sparked an emotional marketing peak during the Double 11 shopping festival but also secured Winona's position as the top beauty brand in the pre-sale stage during the shopping event.

Winona Works with Other Brands to Achieve Win-Win Results

Today, with diversified consumers and marketing channels, many consumer brands are constantly exploring market segments. Winona has always excelled in creating diverse scenarios for consumers across various levels and expanding the reach of brand marketing to more target groups.

On October 20, the short film commemorating Winona's 12th anniversary was released. In conjunction with this milestone, Winona cooperated with nine renowned brands including @WONDERLAB, @SOFY, @Swisse, @LONELY GOD, and @CHOCDAY on Weibo to launch crossover marketing, conveying brand attitude and value. In addition, Winona also launched 20,000 co-branded gift boxes with NEVER'S FAMILY.

On October 30, the "Special Care Vehicle", developed through a partnership between Winona and Wuling, debuted on Anfu Road in Shanghai, providing a healing space for young people who are temporarily confused and need a way out.

Subsequently, Winona partnered with Wuling, shixiang.xin, and China Youth Daily to release the video "Hold on & Keep on", leveraging media strength to tap into societal sentiments. Along the way, on the "Special Care Vehicle", Professor Liang Yong'an from the Department of Chinese Language and Literature at Fudan University engaged in meaningful conversations with four young individuals on topics ranging from academic pressures, career choices, relationships, to self-discovery.

Winona, a brand who has dedicated 12 years to sensitive skin care, focusing on "delivering what consumers require", and Wuling, known for "producing what people need", share the same consumer-centered philosophy. In addition, Winona has a precise insight into segmented target users in the field of cross-border marketing.

The Wuling Hongguang Mini EV is very popular among young people with its attributes of "easy driving, convenient parking, and money saving", alongside its stylish design. The user base of the Mini EV Macaron is quite distinctive, with the post-90s generation constituting 75% and female users making up 78%, aligning perfectly with Winona's target users.

On October 31, Winona began pre-sales for the shopping festival at 8:00 PM. Within just three hours, Winona's sales on Tmall exceeded the total sales from the same day in the previous year. After four hours, Winona secured the sixth position in Tmall's beauty and skincare category, solidifying its status as the only Chinese brand consistently featured in the Top 10 for five consecutive years. Winona's crossover marketing has pioneered a fresh beauty strategy, offering a significant boost to the initial sales during the Double 11 shopping festival.

Winona Expands Audience Reach via Panoramic Marketing

In addition to several successful marketing campaigns, Winona continued to enhance innovative marketing around the shopping festival. By crafting a marketing strategy centered around user perspectives and establishing a brand-wide marketing approach, Winona ultimately distinguished itself as a standout among cosmeceutical brands during the event.

While November marks the peak of the Double 11, consumers typically begin paying attention to the event in October or even earlier. On October 9, "All Girls' Offer 2", a popular reality show featuring Austin Li, initiated the warm-up phase for the Double 11 event. Winona, the first Chinese brand to collaborate with Austin Li, capitalized on the initial surge of user traffic.

On October 17, the television commercial (TVC) featuring Shu Qi for the newly launched product, Soothing Moisturizing Extra Care Essence, was unveiled, covering 70 cities and garnering over 4 billion views. Then, on November 2, Zhang Junning, the endorser for Winona's sunscreen category, made a guest appearance on the Tmall live streaming platform. Winona has leveraged the celebrity influence to consistently drive traffic and generate buzz for the hit products, ensuring they are highlighted during the shopping festival.

Simultaneously, Winona reintroduced the Classroom of Sensitive Skin Research Institute, presenting a unique 11-day live variety show. From October 18 to November 8, Winona collaborated with 12 dermatologists to demystify proper care techniques for sensitive skin. This involved blending skincare knowledge with medical expertise in an engaging way, unveiling a fresh model for making professional recommendations.

In the field of universal marketing, Winona cooperated with over 160 KOLs, including @Zhang Kaiyi (张凯毅), @YuanlaishiXimendasao (原来是西门大嫂), @user-oy2jl4qo5d (辣辣来撸妆), and @Guo Xiaopang (郭小胖), to engage in promotion on platforms like Xiaohongshu, Douyin, and WeChat in October for the shopping festival. After the pre-sale period began, Winona chose premium products for essential traffic support to ensure effective brand communication, receiving over 240 million views.

Winona's panoramic marketing strategy, integrating "emotion + crossover + variety show + celebrities + live streaming", is becoming increasingly complete.

In today's beauty industry, Chinese brands have significantly reduced the disparity with international brands in product quality and R&D. They are now on par with, and in some cases even leading the world in R&D innovation, application of new raw materials, and supply chain systems. However, upon reviewing the Top beauty list of the Double 11 event, international brands still maintain a dominant position. Winona's continuous breakthroughs in marketing also make up for the lingering shortcomings of Chinese beauty brands.

Recently, Botanee unveiled its report for the third quarter of 2022. According to the report, the operating revenue for the first three quarters of 2022 surged by 37.05% compared to the same period last year; meanwhile, the net profit increased by 45.62% over the same period last year. Botanee attributed the revenue growth in the first three quarters primarily to the continued enhancement of its products and brand visibility, along with the rapid expansion of sales volume and income. According to data from important marketing events during Women's Day and the "618" shopping festival this year, Winona has achieved a leading position in China's beauty industry in terms of "product power driving" and "brand power building".

Over the past 12 years, Winona has always upheld the principle of being "customer demand-oriented", prioritizing dermatological expertise and botanical technology to ensure the preservation of Chinese people's skin health. This allows Winona to continuously achieve breakthroughs and lead the cosmeceutical sector in China. As a standout in Chinese brands, Winona has stood the test in quality and enjoyed great popularity in the market, establishing itself as an industry benchmark.