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On August 19, the 2024 Tmall Golden Makeup Award was announced. With the core product advantages of the health probiotics series and outstanding brand performance on the Tmall platform, Ziyoudian won the Tmall Golden Makeup Award 2024 "Annual Chinese Brand Award". The Tmall Golden Makeup Award is one of Tmall's most authoritative, credible and influential awards. It is based on the big data of the Tmall platform and is a comprehensive ranking of real transactions such as massive searches, online interactions, praise rates, trial reports, purchase quantities, service standards, etc. of hundreds of millions of consumers. This award is not only a recognition of Ziyoudian's brand strength and market performance, but also an affirmation of its leading position in the Tmall sanitary napkin industry.

In recent years, with its "hot-selling" health probiotic sanitary napkins, Ziyoudian has dominated the sales charts of multiple e-commerce platforms during major promotions such as Double Eleven and 618, and has won many major awards such as the "Most Influential Brand Award of 2023" and "China's Sanitary Products Industry Ingenious Product of 2024" from ByteDance. Ziyoudian is gradually realizing the advancement from new products to hot-selling products, and from hot-selling products to brands, and is moving towards the "golden age" of high-end national sanitary napkins.

Insight into the consumer needs of women in this era, and the freedom to run at the "acceleration" of technology

The sanitary napkin industry belongs to the traditional manufacturing industry. In recent years, the industry's development has mainly focused on breakthroughs in materials and fabrics, and peers are all homogenizing prices. Freepoint has continuously investigated and studied the needs, preferences and purchasing behaviors of female consumers, and through the full process of users, it has gained insight that with the upgrading of consumption, sanitary napkins now need to pay more attention to women's menstrual health in addition to basic functions. Therefore, Freepoint focuses on women's physiological health and vaginal microecological balance, and pioneered the launch of the great health probiotic sanitary napkin.

Freepoint has "cross-border learning" about the extensive application experience of probiotics in the intestinal and oral microecological systems, and introduced the concept of probiotics into the field of female hygiene products, allowing the health of the V zone to change from the traditional concept of "antibacterial and antibacterial" to the modern health concept of "promoting microecological balance". Freepoint cooperated with Weikang, a leading probiotic research institution in China, and finally created Freepoint Probiotics, a sanitary napkin that helps promote the ecological balance of the female V zone through a large amount of scientific research and repeated experimental verification. Probiotic sanitary napkins not only meet women's basic needs for sanitary napkins, but also enhance the natural defense mechanism, and can help women maintain the microecological balance of their private parts during the most vulnerable days, truly making menstrual health easier and simpler.

Freepoint probiotic sanitary napkins are not only an innovative product, but also a concept of caring for women and protecting health, which brings new inspiration to women's menstrual health. This is why this innovative product with "technology" blessing has been sold out as soon as it was launched, and its sales in online and offline channels are far ahead, which has brought new vitality to Freepoint, a 22-year-old domestic brand, and has quickly risen to become a "dark horse" in the industry.

Omni-channel innovation and marketing to create national best-selling products to boost product quality and effectiveness

E-commerce platforms are the key arena for the rapid rise and overtaking of domestic brands. As the first domestic sanitary napkin brand to heavily deploy e-commerce, Ziyoudian uses e-commerce platforms such as Tmall, JD.com, and Douyin to achieve accurate matching of people, goods, and venues, accelerate brand business growth, and improve long-term brand management efficiency through three major measures: more refined crowd label operation, product matrix layered operation, and more vertical marketing communication. Ziyoudian creates popular content around users, co-creates content with celebrities and big Vs on major platforms to achieve brand popularity, establishes a good reputation through extensive evaluation by experts, collaborates with brand live broadcasts, and advances layer by layer. With the popular "Probiotic Sanitary Napkin" series as the driving force, the brand sales are far ahead, which improves the competitiveness of the Ziyoudian brand in the sanitary napkin market.

The traffic of online platforms provides a new growth point for Ziyoudian and also empowers offline. The outstanding sales and good reputation of Ziyoudian's probiotic series have helped the distribution rate of offline distribution channels to grow rapidly, helping Ziyoudian to flourish in key regions and the national market. Through the joint efforts of multiple channels and platforms online and offline, Ziyoudian attracts traffic with popular probiotic products and uses innovative marketing strategies to achieve a "win-win situation" of brand sales and reputation.

Caring is not only about the menstrual period, but also about attitude and warmth

As a national sanitary napkin brand, Ziyoudian has always been committed to caring for women. Ziyoudian's "menstrual health" concept and products are calling on more women to pay attention to their health issues and make menstrual health easier and simpler.

But Freepoint’s care for women is not limited to menstruation. Previously, Freepoint teamed up with ordinary women to launch a short film titled “You Can Always Trust Chinese Girls”, encouraging every woman to “be free”, to please and love themselves, and to confidently pursue a multifaceted and wonderful life, achieving equal freedom both physically and mentally. This year, Freepoint launched “Free to Love Yourself” on International Women’s Day, and “Free to Love, More Love” during the 520 period. Through these short films, Freepoint speaks for women in the name of the brand, conveys women’s power, and thus establishes a warm brand image.

In addition to spiritual encouragement, Freepoint also spares no effort in public welfare. It is understood that since 2020, Freepoint has begun to provide "Freedom Benefit" public welfare classes for adolescent girls, going deep into primary and secondary schools in mountainous areas to help girls correctly understand the menstrual period, get out of the "menstrual dilemma", and enjoy a healthy and confident adolescence. Over the past four years, Freepoint's "Freedom Benefit" public welfare lecture tour has entered more than 20 areas in Chongqing and Sichuan, providing menstrual health knowledge and love gift packages to more than 100,000 adolescent girls. Freepoint practices corporate social responsibility with practical actions and demonstrates the image of a national brand with attitude and warmth.

Looking back at the development of Freepoint in recent years, the sharp insight into the market and responding to consumer demand with products that meet consumer demand are the cornerstones of Freepoint's success. Seizing the "traffic", grasping the "traffic", and communicating with consumers with attitude and warmth have allowed Freepoint to rise against the trend among a number of brands, and gradually achieve advancement from a hit to a brand. In the future, how to achieve long-term sustainable development of the brand is an important issue for Freepoint. I believe that as Freepoint continues to enhance its independent innovation capabilities, strengthen its core competitiveness, and build a brand moat, Freepoint will eventually become a leading domestic brand in the field of sanitary napkins.