China Net Finance, May 29: After "Dendrobium Oligosaccharide" and "Chinese Truffle Extract" have been successively filed with new raw materials from the State Food and Drug Administration, the scientific research background of botanists is undergoing qualitative changes.

Recently, at the 4th NKA Club Training Camp held in Fengjie, Chongqing, Xie Yong, Chairman of Botanist Doctor, systematically elaborated on the underlying logical transformation of the brand for the first time around the theme of "ingredient innovation empowers brand upgrades and deepens the long-term development of physical stores": Botanist Doctor is no longer just an alpine plant skin care brand, but is determined to become a leading biotechnology company in the beauty industry.

From the intensive implementation of two new raw materials to a clear corporate strategic upgrade, this national cosmetics brand, which has 32 years of offline accumulation, is trying to find a path different from traffic brands-using self-developed exclusive ingredients to build technical barriers, using physical stores to carry high-end value, and competing for a long-term admission ticket at the light luxury beauty track.

Ten years to sharpen a sword: the technological breakthrough of dendrobium oligosaccharides

In Xie Yong's view, the core of a brand's long-term survival lies in meeting consumers '"unmet needs." The skin characteristics of Oriental people, whose stratum corneum is thinner, more sensitive, and easier to lose water determine that skin care must take into account both anti-allergy and anti-aging. This is the strategic fulcrum for plant doctors to enter the market.

The technical carrier of this fulcrum is Dendrobium oligosaccharides independently developed for more than ten years. According to Xie Yong, this ingredient originates from Dendrobium officinale "Kunzhi No. 1" in the mountains of Yunnan Province. Through patented enzymatic hydrolysis technology, the macromolecular dendrobium polysaccharide is accurately converted into small-molecule oligosaccharides, solving the problem of transdermal absorption of traditional plant extract actives. industry problem.

Efficacy data supports its technical gold content: in terms of promoting the improvement rate of type I collagen, dendrobium oligosaccharides are 2.46 times that of Boseine and 3.2 times that of A alcohol; the improvement rate of type III collagen is 2.15 times that of Boseine and 2.0 times that of A alcohol. "Currently, similar products on the market are basically applied to the skin to replenish collagen. What we need to do is let the skin grow its own collagen." Xie Yong spoke bluntly in his speech.

In May of this year, Dendrobium oligosaccharide was officially registered as a new cosmetic raw material by the State Food and Drug Administration (National Cosmetic Original Preparation Zi 20260074). One week later, the Chinese truffle extract was also successfully approved. The botanist's self-developed ingredient matrix is rapidly expanding.

Good ingredients = good brands = good prices: Value reconstruction of offline stores

With exclusive ingredients, the brand has pricing power. Xie Yong repeatedly emphasized a formula in Fengjie: "Only good ingredients can achieve a good brand and a good price."

The implementation product of this logic is the core single product of Dendrobium Time Restoration Essence Oil "Golden Gourd"(also known as "Little Golden Bottle") priced at 468 yuan/40ml. The main product is "anti-allergy and anti-aging, daily repair and night maintenance, and use oil to nourish the skin." In Xie Yong's view, offline physical stores do not need to follow the online low price of 9.9 yuan, because the Internet has no rent and labor burden, and physical stores naturally have the advantage of carrying high-end pricing with their store image, professional services and precise customer base.

To this end, botanists are comprehensively promoting the "One City, One Black Gold Shop" strategy, seizing high-quality locations in the city, upgrading the visual image of the store, attracting top regional beauty guides, and targeting high-net-worth stable customer groups. Xie Yong bluntly said: "If you open a big store, your competitors will immediately decrease. We want to eat the guests at the top of the chain."

On the communication side, the brand implements a global integration model of "planting grass online and entering stores offline". Through Xiaohongshu and Douyin, ingredient popularization and mental implantation of large single products are carried out. There is no diversion or price reduction online, while offline, exclusive services and customized gifts are relied on to achieve value conversion to protect store profits.

The vitality of business models lies in continuous innovation

During the sharing in Fengjie, Xie Yong repeatedly emphasized the sustainability of business models. "The value of a business model lies in how long it lasts. You can't do it this year, it won't be done next year. Our business model is valuable because internal innovation never stops."

From dendrobium oligosaccharides to Chinese truffle extracts, to planned long-term R & D projects, botanists are continuing to bind academicians 'scientific research resources to lay out a more far-reaching moat in the field of biotechnology. "The East's own things are getting better and better." Xie Yong said at the end of his speech,"We have already received tickets for light luxury cosmetics."

When domestic cosmetics shouted the slogan of "China Ingredients," botanists used two new raw materials to file, ten years of research and development, and cumulative sales of the Dendrobium series of 5.8 billion yuan to give an answer different from the logic of traffic: The real brand barrier is not in the talk of the live broadcast room, but in the laboratory, in patents, in the filing and publicity of the State Food and Drug Administration, and in every physical store that can survive for more than ten years.

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