Multi-channel Compliant Listing
Advanced the qualification, product and fulfillment chains for Alibaba Health, JD Pharmacy, tier-2 distribution and instant retail, first building a sustainable operating base.
OTC E-commerce Operations
Jianfeng Weixian-U · Weixianyou
Building self-operated, tier-2 distribution and instant-retail channels around differentiated product perception, driving the brand from zero in the mainland market through compliant content and hero-SKU operations.
40× Peak monthly store GMV growth
10× Search & brand-term index growth
8.5 Peak ROAS
Background
Project Background & Challenges
Weixianyou (formerly Weixian-U) compound vitamin U tablets are an OTC product of Jianfeng Weixian-U Co., Ltd. After re-entering the mainland market, the project had to rebuild brand awareness under strong competition, complete multi-channel compliant listing, and maintain a stable terminal price order.
- OTC efficacy claims, creative assets and detail pages face strict compliance requirements.
- The GI medication category is highly brand-concentrated; new-brand awareness had to be built from zero.
- Self-operated, distribution and campaign prices needed unified management.
- Product differentiation had to be converted into clear, sustainable content assets.
Project Brief
- Engagement period
- Jan 2022 — Dec 2026
- Core product
- Compound Vitamin U tablets, 30-tablet pack
- Channels
- Alibaba/JD self-operated, tier-2 e-commerce distribution, instant retail
- Scope of service
- E-commerce operations, content marketing, compliance review, channel expansion
Strategy
From Channel Setup to SKU Growth
Focused Hero-SKU Operations
Anchored on the 30-tablet hero SKU, using single-bottle and multi-bottle bundles to meet different purchase needs and avoid scattered resources.
Tiered Content & Search Layout
Organized compliant content around brand, product process, usage scenarios and consumer education, and laid out both brand-term and category search terms.
Unified Price Control & Distribution
Balanced self-operated scale and distribution coverage through price-limit agreements, unified materials, promotion approval and daily inspection.
Execution
Key Execution Milestones
- Jan–Jun 2022
Channel Listing & Compliance System
Advanced qualification review, product listing, price system and basic search optimization on major channels.
- 2023
Hero-SKU Scale-up
Advanced hero-SKU operations around the compound vitamin U tablets; project files record combined annual GMV of Alibaba and JD self-operated channels reaching the ten-million-RMB tier.
- 2024
Content, Repurchase & Price-control System
Embedded content seeding, repurchase mechanisms and daily price inspection into a stable operating rhythm.
Results
Phased Operating Results
Metric (monthly) — baseline / peak change
| Metric | Baseline | Peak | Change |
|---|---|---|---|
| Store GMV | 15k | 600k | 40× |
| Search & brand-term index | 2,000 | 20,000 | 10× |
| Conversion rate | 6% | 18% | +12 pts |
| Avg. order value | 71 RMB | 95 RMB | +33.8% |
| ROAS | 4 | 8.5 | +112.5% |
| Repurchase rate | 5% | 20% | 4× |
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.
Let an established OTC brand grow again on new channels
From compliant listing to SKU operations, content and channel management — build a sustainable e-commerce operating system.