Yowant Technology(SZ:002291) 36氪未来消费·2025-06-13 09:41Core Viewpoint - The article discusses the rapid success of the sanitary napkin brand "Duo Wei," driven by innovative strategies in supply chain management and consumer trust, marking a significant shift in the consumer goods industry from "attention economy" to "trust economy" [3][10][30] Group 1: Brand Success and Market Impact - "Duo Wei" achieved remarkable sales, with 50,000 sanitary napkin sets sold out in just 30 minutes during its first live stream, generating 54.58 million yuan in sales within 14 days, and later reaching the top position in the Douyin personal care category [3][9][26] - The phenomenon surrounding "Duo Wei" reflects a broader trend in the consumer goods sector, where new brands are emerging and rapidly gaining market share, termed the "Duo Wei phenomenon" [4][9] - The brand's success is attributed to its unique approach to addressing consumer trust issues and leveraging celebrity endorsements, particularly from Huang Zitao, which significantly boosted its visibility and credibility [25][29] Group 2: Supply Chain and Production Innovations - The CEO of Yaowang Technology, Xie Ruidong, emphasizes the importance of building a transparent supply chain to restore consumer trust, implementing a "transparent factory" model that allows public access and live streaming of production processes [11][13] - "Duo Wei" has adopted stringent production standards, achieving "medical-grade" quality across 17 testing parameters, which positions it as a leader in quality assurance within the sanitary napkin industry [13][21] - The brand has opted for self-built factories to maintain control over production quality and responsiveness to consumer feedback, significantly reducing the product development cycle by over 50% [17][19] Group 3: Industry Challenges and Opportunities - The consumer goods industry is facing a transition from a long-standing bull market to a period of adjustment, with many new brands struggling to survive due to rising customer acquisition costs and market saturation [9][30] - Despite these challenges, the shift towards rational consumption presents opportunities for brands that can effectively build trust and demonstrate product quality, as seen with "Duo Wei" [10][30] - The article highlights the need for brands to innovate beyond traditional marketing strategies, focusing on product quality and consumer trust as key competitive advantages in a challenging market environment [10][30]