Differentiated Brand Positioning
Build a unified visual and content expression around the Guizhou Miao-medicine and TCM brand assets, forming a clear identity within compliance boundaries.
OTC E-commerce Operations
Lvtaiyang Pharma · Fuzhiqing
Driven by differentiated brand positioning, hero-SKU breakthroughs, an omni-channel matrix and compliance review, powering refined multi-SKU growth.
5× Peak monthly store GMV growth
10× Search & brand-term index growth
6.5 Peak ROAS
Background
Project Background & Challenges
Fuzhiqing ointment is a Miao-medicine OTC traditional Chinese patent drug from Guizhou Lvtaiyang Pharma. The project had to build brand awareness, coordinate multiple specs and product lines, and hold a unified price system across platform campaigns — all while strictly complying with drug advertising and platform rules.
- OTC content and creative assets must pass strict compliance review.
- The category is highly competitive; brand awareness had to be built from zero.
- Multi-channel campaigns easily disturb price order and the distribution system.
- Multiple specs and product lines required clear resource prioritization.
Project Brief
- Engagement period
- Jan 2024 — Dec 2026
- Core product
- Fuzhiqing ointment 10g, 7.5g×2, etc.
- Channels
- Alibaba/JD self-operated, Tmall/JD flagship, tier-2 distribution, instant retail
- Scope of service
- E-commerce operations, content marketing, compliance review, channel expansion
Strategy
A Four-Wheel Operations Strategy
Hero-SKU Breakthrough
Anchor on the 10g Fuzhiqing ointment as the traffic and hero SKU, then let larger specs, related items and bundles carry basket size and attach rate.
Omni-channel Matrix
Self-operated stores carry scale, flagship stores capture brand search and members, distribution widens reach, and instant retail covers the immediate-purchase scenario.
Compliance & Price-Control Base
Unified creative review, campaign approval, a minimum-price red line and a daily inspection mechanism keep the growth process stable and sustainable.
Execution
Key Execution Milestones
- Jan–Mar 2024
Unified Pricing & Channel Setup
Completed the first round of network-wide price governance and compliant listing within the Alibaba and JD self-operated systems.
- Oct–Dec 2024
Self-operated Channel Scale-up
Deepened cooperation with core self-operated platforms; project files record a single-platform monthly GMV reaching 500,000 RMB.
- May–Aug 2025
Flagship Store Matrix Completed
Opened official flagship stores on Alibaba and JD, forming a "self-operated + flagship" dual-track承接 model.
- From 2024, ongoing
Distribution & Instant Retail Expansion
Advanced tier-2 distribution, instant retail and product-line expansion in parallel to build multi-channel synergy.
Results
Phased Operating Results
Metric (monthly) — baseline / peak change
| Metric | Baseline | Peak | Change |
|---|---|---|---|
| Store GMV | 100k | 500k | 5× |
| Hero-SKU volume | 80k | 420k | 5×+ |
| Search & brand-term index | 3,000 | 30,000 | 10× |
| Conversion rate | 12% | 25% | +108% |
| Avg. order value | 63 RMB | 93 RMB | +48% |
| ROAS | 3.5 | 6.5 | +86% |
| Repurchase rate | 6% | 12% | +100% |
Data is drawn from project case files and reflects operating records for specific stages and specific channels; it has not been independently audited. Actual results vary with product, channel, investment, market and compliance conditions and do not constitute a performance promise for other projects. Drug-related information is subject to the approved package insert and regulatory requirements.
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