私域转公域

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国货生意的公域突围样本
新财富· 2025-07-30 08:05
Core Viewpoint - The article emphasizes that Betaini's success is attributed to its ability to capture industry details and adapt its strategy based on transformative trends, particularly highlighting its transition from private to public domain as a leading domestic skincare brand [1]. Group 1: Betaini's Performance and Strategy - Betaini achieved a remarkable performance with a revenue of 4.022 billion yuan in 2021, representing a year-on-year growth of 53%, and a net profit of 863 million yuan, up 59% [24]. - The company has faced challenges post-2021, with declining net profits in 2022 and 2023, indicating a need for strategic adjustments [24][30]. - The brand's growth was heavily reliant on offline channels, particularly through dermatologist recommendations, which has structural limitations [31]. Group 2: Key Leadership and Historical Context - Guo Zhenyu, the chairman of Betaini, previously led Yunnan Dianhong Pharmaceutical Group, where he demonstrated strong strategic vision and execution capabilities [3][4]. - The brand Winona, which is part of Betaini, was initially incubated at Dianhong and has maintained a strong market presence through both online and offline channels [4][5]. Group 3: Market Positioning and Brand Development - Winona's strategy involved leveraging medical endorsements and establishing a robust presence in the dermatological community, which has been crucial for its brand credibility [15][20]. - The brand's unique selling proposition is its reliance on 200,000 doctors' prescriptions, differentiating it from competitors that rely on influencer marketing [20][21]. - Despite its strong medical backing, Winona has struggled with brand identity and consumer perception, failing to establish a compelling brand narrative beyond its medical endorsements [24][27]. Group 4: Future Directions and Adjustments - Winona aims to enhance its private domain operations to improve customer retention and loyalty, shifting focus from public domain promotions that have led to brand dilution [30][32]. - The company has set ambitious revenue targets, aiming for 15 billion yuan, with aspirations to become the world's leading efficacy skincare brand [33].