Yibenfen 'New, Beyond What You See' Online Launch & 4th Anniversary Celebration

On March 14, 2020, Yibenfen's "New, Beyond What You See" new product launch and 4th anniversary celebration was held via online live streaming in Shenzhen. The event venue featured three ultra-large screens combined with a starry backdrop, creating a deep space-like atmosphere that presented every detail of the launch clearly to each viewer. The launch was characterized by "newness," bringing viewers the "four new surprises" of Yibenfen's new brand, new positioning, new products, and new marketing, fully ushering in a new era of brand strategy upgrade.

At the beginning of the event, Mr. Chen Hangzhou, Chairman of Yibenfen, delivered a speech titled "To the Extraordinary," paying high tribute to the ordinary yet extraordinary anti-epidemic heroes on the front lines. During the pandemic, Yibenfen contributed by donating funds and supplies. Mr. Chen expressed his respect to these brave forces, stating that Yibenfen people are "a fire when together, stars when apart," and believed that "time will eventually see every sincere effort." Looking ahead, Yibenfen will continue to focus on the health sector, constantly innovate, and aim for "all people, all channels, all coverage."

Next, Mr. Zhang Weiwei, co-founder of Yibenfen, led the release of Yibenfen's 2020 new brand strategy. Over the past four years, Yibenfen has focused on two product R&D directions: "probiotics" and "moxa," creating two health and care consumer brands: Yibenef, the "micro-ecological health expert," and Tiantian Ai, the "Ai life enthusiast." The Yibenef brand will focus on R&D of health foods, oral care, and skin care products. At the event, oral micro-ecological products such as probiotic toothpaste, probiotic mouthwash, and probiotic popping candy were launched, with new products like skin management and beauty products in development. The Tiantian Ai brand will build two product lines: "moxibustion" and "Ai." The moxibustion series includes fashionable moxibustion devices and portable moxibustion, while the new Ai care series includes eye moxibustion patches, herbal compound essential oils, bubble bath, and comfrey ointment, set to launch in April this year.

Additionally, Mr. Zhang announced that Yibenfen's craft flower wine brand "Xiaohuayang" had received strategic investment from the Nandu Smart Media City Investment Development Fund. He revealed that Xiaohuayang would soon launch two new products: Xiaohuayang·Niaoyu Huaxiang IPA craft beer and Xiaohuayang·Chenghua Brew. Through brand upgrades and category evolution, the company aims to precisely focus on core competitiveness.

The most anticipated segment of the event was the new product launch. With over 560,000 viewers waiting online, Yibenfen's first children's probiotic fun straw, Jungubang, made its global debut. This product breaks the traditional form of probiotics with its innovative straw design. The Jungubang probiotic straw is not only novel in form but also rich in 50 billion active strains BC30 (imported from the US), effectively promoting nutrient absorption and supporting balanced development in children. With the release of Jungubang, live streaming popularity soared, and online interactions were frequent.

Finally, regarding the "new marketing" of this launch, Yibenfen stated that it will develop new marketing methods from product, channel, and promotional content perspectives, continuously increase brand exposure, and implement the brand upgrade strategy to build strong brand strength.