贝泰妮：多触点数字时代持续打造国货品牌力

In recent years, a growing number of new consumer brands have emerged to address the increasingly diverse and personalized needs of consumers. However, the latest industry developments show that brands wholly reliant on capital injection, outsourcing of production, and over-marketing can hardly achieve long-term success. This case describes how Botanee's skincare brand Winona broke into sensitive skincare by developing innovative products, building sales channels, and creating digital touch points. It also introduces how Winona strengthened its presence in China and eventually became a leading Chinese skincare brand. Winona was a top 10 seller in the category of beauty products & cosmetics on Tmall, as well as the only Chinese brand that made the list, for several consecutive years starting from 2018. Looking to the future, there were still several problems that Botanee needed to consider: Given that Winona represented more than 99% of its revenue, how could the company diversify its offering to access a broader range of consumers? Since the special-care cream had been the biggest source of revenue for Winona, how could it create another Hero product? Finally, as the company grew, new touch points emerged, and the personnel composition and structure became more complicated, how could it improve brand management?