The first functional skin care product stock was born, Winona's parent company Beitanni was officially listed

At 9:25 am on March 25th, Beijing time, Yunnan Beitanni Biotechnology Group Co., Ltd. (stock code: 300957, hereinafter referred to as "Beitanni"), as China's only "first functional skin care product stock", rang the bell on the Shenzhen Stock Exchange's Growth Enterprise Market. The group's senior management invited loyal consumers to the scene to ring the bell together to witness the historic highlight of Beitanni's successful listing! So far, it marks that Beitanni has become the company with the highest market value in China's cosmetics industry to date. At the same time, Beitanni's core brand, Winona, a functional skin care brand focusing on sensitive skin, officially announced the brand spokesperson for the first time, the international film queen Shu Qi! Such heavyweight news was released one after another, which made the Chinese cosmetics industry in March full of surprises and led the Chinese cosmetics market into a new era of competition!

On March 25, Beitanni rang the bell on the Shenzhen Stock Exchange to go public

Senior executives of the group, leaders from all walks of life, and consumer representatives attended the listing bell ringing ceremony

The night before the bell, Beitani held a grand listing appreciation dinner at the Grand Hyatt Hotel in Shenzhen. Representatives of the board of directors and shareholders, group executives, government representatives, partners, consumer representatives, and company employee representatives all attended. At the dinner, Dr. Guo Zhenyu, chairman of Beitani Group, delivered a speech. He said: Beitani's successful listing is a milestone and a new starting point in the company's development history. From its establishment to its listing, Beitani has completed several transformations, but only the tactics and strategies have changed. What remains unchanged is the passion in our hearts and our adherence to the strategy. Beitani has successfully seized the development opportunities of the rapid growth of the cosmetics industry and has grown into one of the leading companies in the industry. In the future, Beitani will uphold the corporate vision of bringing health and beauty to people, take the creation of a Chinese skin health ecosystem as its mission, and continue to actively promote the development of China's skin health cause.

Dr. Guo Zhenyu, Chairman of Beitani Group, delivered a speech

Afterwards, a representative of Winona’s loyal consumers expressed their gratitude: “I am honored to be invited to participate in this historic event of Winona’s parent company Beitanni. This is an experience that I am very proud of in my life! As representatives of hundreds of millions of loyal users, we have always trusted and loved Winona. In our hearts, Winona is the representative of the light of domestic products! Because every product allows us to obtain a real and effective healthy skin beauty experience.” Even more surprising was that the national treasure artist Yang Liping premiered the Spring Festival Gala-level original art dance work “Spring Ox Dance” at the dinner, implying that Beitanni is full of vigor and vitality in the Year of the Ox and welcomes the bull market! As a world-renowned dance artist, Yang Liping was born in the Bai ethnic minority in Yunnan. When she heard that Beitanni was founded in her hometown, she immediately had a doubled impression and praised it. She has been committed to promoting the culture of China’s ethnic minorities and said that she was very happy that the work she had painstakingly created was honored on the highlight stage of a Chinese brand for the first time when it met the audience. This is a once-in-a-lifetime glorious stage to carry forward Chinese culture and art to the world!

National treasure artist Yang Liping premieres Spring Ox Dance to the public

On-site sharing by loyal consumers of Beitanni

Previously, China's cosmetics industry experienced a small climax of "IPO", but among the cosmetics companies that went public in the past, none of them focused on the field of "functional skin care". Undoubtedly, Beitanni took the lead and became the dark horse of China's "first functional skin care stock"!

According to reports from investment institutions, China's functional skin care market reached 74 billion yuan in 2019 and is expected to exceed 100 billion yuan in 2025. By ringing the bell this time, Beitanni officially announced that it is ready to go all out and become a benchmark for domestic products in the 100 billion yuan track of "functional skin care"!

Beitani was founded in 2010. After 10 years of development, it is inevitable that it will become the "first stock of functional skin care products". This large health industry group integrating R&D, production and marketing, positioned as the skin health Internet +, is committed to building a Chinese skin health ecosystem and promoting the development of China's skin health industry.

Beitani Group Headquarters

In terms of product research and development, Beitanni has united scientific and technological talents in the fields of dermatology, botany, and biology at home and abroad to form an integrated platform for industry, academia, and research. It has introduced three high-end talents, including Professor Philippe Humbert of France, the president of the International Society of Skin Pharmacology, to explore the beautiful and high-performance ingredients hidden in the plants of the Yunnan plateau, and through cutting-edge scientific and technological forces, it has made each product a model of functional skin care products. With the support of evidence-based medicine, the safety and efficacy of the products have been clinically verified by 54 hospitals; in terms of channels, it insists on a sales model based on offline channel sales and dominated by online channel sales, and applies Internet thinking to successfully connect offline and online channels, achieving mutual penetration of all channels and deep coverage of consumer groups, accelerating sales growth and increasing profits.

At present, Beitanni has created a clear brand matrix: it owns the functional brand "Wenona" (core brand) focusing on sensitive skin care, the professional dermatological comprehensive repair brand "Botishi", the graded care brand "Wenona Baby" focusing on infants and young children aged 0-12 years old, the Douchang brand focusing on acne skin care, the "Zirun" brand focusing on dry skin care and the medical beauty institution "Wenona Skin Medical Beauty Center".

Each brand is positioned in a different market segment to meet the needs of consumers of different ages and skin types. From 2017 to the first half of 2020, the sales revenue of core brands other than Winona accounted for 0.32% of the main business revenue, and the revenue share has also been increasing. At the same time, the differentiated positioning of each brand covers multi-age and multi-level customer groups, and continuously improves the market position of other sub-brands and other skin care brands.

After years of continuous cultivation of channels and meeting consumer needs, Beitanni has already achieved excellent market results:

From 2017 to 2020, Beitanni's operating income was RMB 798 million, RMB 1.24 billion, RMB 1.944 billion and RMB 2.692 billion respectively. From 2018 to 2020, the operating income increased by 55.44%, 56.69% and 38.49% compared with the same period last year.

From 2017 to 2020, Beitanni's net profit attributable to the parent company was RMB 154 million, RMB 263 million, RMB 413 million and RMB 544 million respectively. From 2018 to 2020, the net profit attributable to the parent company increased by 69.58%, 58.12% and 31.94% compared with the same period last year. Even though it was affected by the epidemic in 2020, Beitanni still maintained a relatively high growth rate.

After the IPO, Beitanni will continue to improve product capacity and production efficiency, expand and consolidate the marketing network, increase investment in brand promotion, and improve the level of informatization, so as to enhance product competitiveness, enhance brand influence, and achieve sustained and stable growth in the company's operating income and net profit.

In the future, Beitanni will continue to take "building a healthy skin ecosystem in China" as its mission, take the core brand Winona as the strategic core, and start the group's full brand strategy in the field of functional skin care. With the rich plant resources in Yunnan, Beitanni focuses on the application of pure natural plant active ingredients, such as prickle oil and purslane extract, to seize the market first.

Natural plant essence from Yunnan

On the day of Beitanni's bell ringing, its core brand, functional skincare product Winona, officially announced its brand spokesperson for the first time - international film queen Ms. Shu Qi. Once the news was released, it immediately triggered a wave of public opinion on social media platforms, the entertainment industry, the media circle, and all parties inside and outside the industry!

On March 25, Winona, a functional skincare brand under Beitanni,

Official spokesperson: International film queen Ms. Shu Qi

Brand spokesperson Shu Qi released a new TVC of Winona on her Weibo. She wore an elegant and simple white dress and walked through the gallery of the art museum, which was both technological and beautiful. "Focus on career, focus on yourself, focus on every aspect, and make every aspect professional." Shu Qi perfectly interpreted her life attitude of pursuing career and self, and also represented the confident attitude of many modern women who also "focus on every aspect". "Because of focus, you are professional, because of focus, you achieve professionalism." This is the life philosophy that Shu Qi has always believed in and worked hard for, and it is also the brand value that Winona has been persistent and firm since its establishment. The successful cooperation between Shu Qi and Winona this time is due to the spiritual pursuits that both parties have in common but share the same ideals.

Ms. Shu Qi perfectly performs the brand commercial

As a functional skin care brand with the purpose of "solving common problematic skin problems of Chinese people", Winona has directly entered the sensitive skin care segment with its unique insights, and is committed to continuous research in the field of sensitive skin problems, providing correct repair and scientific care concepts, and advocating precise skin care. This is due to the scientific research confidence of the founder. Under his inspiration, authoritative dermatologists, biologists, and botanists at home and abroad joined the R&D team and began a dedicated R&D journey. Winona's dermatology expert team has completed a large amount of basic research on the root causes of problematic skin and the screening of active ingredients. It has produced a total of 128 high-quality academic papers, which have been published in top academic journals including "Nature Communications", and participated in the formulation of 13 expert consensus and guidelines for guiding Chinese dermatology clinical practice. The relevant academic achievements have attracted the attention of the global dermatology community.

Winona's efforts and persistence have won the loyalty of more and more consumers, and its achievements over the years are outstanding. It has won the Tmall beauty and skin care category for three consecutive years on Double 11! In 2020, under the double pressure of foreign big brands and cutting-edge brands, it still became the only domestic brand to enter the TOP10 of Tmall's beauty and skin care category, winning the first crown of Tmall's domestic beauty, and defending the last inch of land for domestic beauty brands on the Tmall Double 11 list.

Winona, a functional brand focusing on sensitive skin care

Among them, Winona's flagship product, Soothing Moisturizing Special Care Cream, has played an indispensable role. It has a high tolerance and streamlined formula, specially designed for highly sensitive skin, and has three functions: repairing sensitive skin, timely soothing sensitivity, and repairing skin barrier. It has been highly recognized by international certification and academia; it is rich in prickle oil, purslane essence, bimolecular sodium hyaluronate, and natural mushroom glucan, and has three functions: repairing skin barrier, soothing sensitivity, and moisturizing.

With its strong efficacy and eye-catching design, Winona Soothing Moisturizing Special Care Cream is very popular among consumers. It has gained a good reputation and high viscosity in a short period of time, with a user repurchase rate of up to 70%. During the Double Eleven period in 2020 alone, the sales of this single product exceeded 180 million yuan.

The high recognition of the market has made Winona Soothing Moisturizing Special Care Cream win many authoritative industry titles, such as the Tmall Golden Makeup Award, known as the "Oscar of the Beauty Industry", the "OMG! Buy It List" of the Bazaar International 2020 Beauty Awards selected by Li Jiaqi, the Ruili Beauty Awards, bilibili's "Top 100 Chinese Products Loved by Young People", and the "TOP1 in Sensitive Skin Care Products" awarded by the authoritative magazine "Cosmetics News" in the cosmetics industry.

Winona's flagship product - soothing moisturizing special care cream

The flagship product is widely praised by the market and consumers, which is closely related to the R&D strength and craftsmanship behind the product. The special care cream has been professionally certified, and the super product power and endorsement from professional doctors have laid a solid foundation for Winona to quickly establish an image of a functional skin care brand.

According to Euromonitor statistics, Winona ranked first in the domestic dermatological skin care products market in 2019. In the rapidly developing Chinese dermatological skin care products market from 2014 to 2019, Winona ranked first with a market share of 23.4%, surpassing Avene, La Roche-Posay, Bioderma, Vichy and other well-known functional cosmetics brands.

After laying a solid foundation in R&D and channels, sophisticated marketing has helped Winona's further development!

First, the dermatology professional endorsement. Winona conducts 2-4 online expert Q&A sessions every month, and has held hundreds of them so far. No need for face-to-face communication, which reduces communication pressure and consumers' time and money costs. At the same time, it also makes consumers more trusting of Winona's professionalism, attracting traffic to the flagship store and achieving sales conversion.

Second, cross-border collaboration. China Post + Disney co-branded to accelerate the brand's expansion. During the 618 period in 2020, Winona and China Post cross-border collaboration, with the theme of "sensitivity" and "protection" to create co-branded customized gift boxes and peripherals, triggered a wave of domestic products craze, and attracted a large number of fans in a short period of time. During the Double 11 period in 2020, Winona and Disney jointly launched a customized product gift box, which sold 100,000 pieces during the promotion.

Third, live streaming marketing. The brand has been live streaming continuously, especially during the Double 11 promotion, Winona conducted a large number of live streaming. For example, during the Double 11 in 2020, Li Jiaqi only live streamed 6 shows, which brought nearly 200 million GMV to Winona. In addition to the cooperation of top, middle and waist influencers, store live streaming is also the core of brand sales. During the Double 11 in 2020, Winona's official flagship store broadcast more than 80 live broadcasts, and finally also achieved 200 million GMV.

Winona's parent company Beitanni successfully rang the bell for listing, becoming China's "first functional skin care stock", which shows the company's comprehensive strength and market recognition. Relying on its professional and strong medical skin care background, it has steadily entered the 100 billion-level beauty track.

It is understood that on the day of the bell ringing, Winona and Tmall Heybox launched the brand's first anti-aging essence exclusively for sensitive skin - Double Repair Revitalizing Essence. It provides a more professional and scientific anti-aging solution for sensitive skin, and opens the first year of anti-aging skin care for sensitive skin. During the launch of the new product, you can enjoy an exclusive gift of the same product by paying a deposit, and log in to Winona's official flagship store. Get your hardcore anti-aging essence, double repair and double resistance together, and stay young!

Winona and Tmall HeyBox launch new product

Beitanni will continue to create more brands and products that are as famous as Winona and are recognized by the market and favored by consumers. While comprehensively promoting the steady development of China's skin health industry, its group operations have already achieved scale, with a strong multi-brand matrix, further occupying market share in all aspects, and making every effort to build the "first legion of functional skin care"!