Amid nationwide consumption upgrades and the accelerated iteration of offline retail, consumer spending is shifting from basic necessities to experience, aesthetics, health, and emotional value. Store operations are also evolving from simply selling goods to refined user management and the restructuring of people, goods, and scenes. However, the contraceptive products sector, characterized by high trust, generally faces industry-wide difficulties such as severe product homogenization, lack of innovation, and outdated terminal tactics. How to revitalize offline stores and tap new customer sources through brand innovation has become a topic of common concern in the industry. In June 2026, at the '2026 China Private Brand Industry Chain Conference' co-hosted by the 'Private Brand Production-Research Collaboration Platform' and 'New Distribution', the Daxiang brand delivered a keynote titled 'Channel Co-creation in High-Trust Categories: From Brand Innovation to Retail Product Innovation'. Drawing on thirteen years of brand development experience with Daxiang condoms, the presentation interpreted new approaches to integrating brand innovation with retail channels. 'New Distribution' has compiled the highlights of the speech for our readers. Brand Development and Industry Layout: Omnichannel Model Breaks the Single Online Track Founded in 2013, Daxiang Condoms is one of the early brands in China's contraceptive products industry to explore branding and scenario-based marketing. In the early stages, we leveraged cross-industry collaborations with film, variety shows, and entertainment IPs to rapidly boost visibility, partnering with hit productions such as 'Lost in Hong Kong', 'The Ex-File 3', and 'The Wife's Romantic Trip' to continuously narrow the distance with the new generation of consumers. After thirteen years of deep cultivation, Daxiang has broken away from the industry's common model of 'starting purely online and relying on online bestsellers', establishing a multi-loop operating system that integrates online and offline channels. We have successfully entered national leading convenience store chains such as Meiyijia, Lawson, Hongqi, Tangjiu, and Jinhu, firmly establishing a presence in offline retail terminals. On the product front, Daxiang has also built a comprehensive product matrix. In addition to core products, we have expanded into adult toys, care lotions, and other categories, with plans to launch new raw-solution products. Through a diverse product line, we continuously provide ample product selection support for offline channels. Our omnichannel development path has also given us a deeper understanding of consumer needs. Looking back at the development of offline channels, early consumers mostly made impulse purchases, quickly picking up water, snacks, and emergency items before leaving, with transactions leaning toward simple essential consumption. But current consumption trends have clearly shifted: consumers now value product quality and experience, compare online prices, and seek high cost-performance; meanwhile, offline stores have become scenes for photo-taking and social sharing, with customers staying significantly longer. Therefore, relying solely on traditional selling models can no longer meet new demands. Based on the logic of 'people, goods, and scenes', retaining customer traffic and managing users is the core of long-term channel development. In this context, how to increase profit margins, reduce operating costs, and continuously attract new-generation customers to keep channels vibrant has become a core consideration for all practitioners. Drawing on practical experience with leading partner channels, Daxiang achieves the full implementation from brand innovation to retail product innovation through product innovation, consumer empathy, and channel services. Product Technology Innovation: Addressing Industry Pain Points to Build Differentiated Core Competitiveness Daxiang firmly believes: product quality is either full marks or zero. In an era of intensifying industry homogenization, technological innovation is the core lever for brands to differentiate and win consumers. Only by continuously refining technology and optimizing experience can we create high-quality products with long-term competitiveness. Traditional hyaluronic acid condoms are the mainstream category in the industry, but most products on the market have obvious shortcomings, and some are prone to causing discomfort. To address common industry pain points, Daxiang launched the 'Aiyo Jelly Hyaluronic Acid Condom', building core competitiveness with proprietary technology. This product uses self-developed jelly double-layer lubrication technology, combined with a water-in-oil fusion process, to achieve long-lasting moisturizing effects. In terms of packaging, Daxiang introduced a patented butter box design years ago, changing the traditional aluminum foil packaging that is difficult to tear and prone to spillage, making it one of the earliest brands in the industry to focus on optimizing user experience. This product is also the official designated product for the 2025 World Games, validated by a world-class event. Currently, the company holds nearly 300 patents covering the entire process of production, testing, and design; it has passed FDA and CE international certifications and CFDA Class II medical device registration, meeting global access standards. With excellent technology and quality, the brand has been recognized as a Beijing 'Specialized, Refined, Distinctive, and Innovative' enterprise, with its comprehensive strength widely acknowledged. As consumer groups renew, people's consumption concepts are also quietly changing—basic functions alone are no longer sufficient; people increasingly care about experience, novelty, and health assurance. To this end, Daxiang continues to deepen product technology innovation, leveraging strong R&D capabilities to continuously launch products that better meet the needs of new-generation users. Creating Emotional Resonance: Beyond Marketing Slogans, Deepening the Health Value Track Nowadays, 'female-friendly' has become a popular marketing concept in the adult products and personal care industries. Many brands on the market tout pH neutrality, easy cleaning, and low allergenicity as core selling points of being 'female-friendly', but in our view, these are merely basic standards that products should meet. The female-friendliness that Daxiang understands is by no means superficial. Daxiang's recombinant collagen series focuses on female safety and health, developed jointly with Jinbo Bio over four years, and created through extensive clinical trials. The R&D team screened and studied millions of gene sequences, extracting recombinant collagen with a 164.88-degree triple helix structure, which acts at a much deeper level than ordinary hyaluronic acid that only stays on the skin surface. As a Class II medical device, the product's efficacy has been verified by national third-party testing institutions. In tests involving over a hundred female subjects, 90%-95% of users reported that the product helps soothe discomfort and protect skin condition, effectively safeguarding women's physiological health and addressing practical pain points. From the perspective of terminal consumption scenarios, influenced by traditional concepts, women generally feel shy and hesitant when purchasing contraceptive products, and offline stores, due to atmosphere and display issues, struggle to attract female consumers. Daxiang, however, uses health care as the core entry point, downplaying the awkwardness of the category and strengthening the product's health value, breaking the inherent limitations of gender-specific consumption. Another key point is that Daxiang always stays close to consumers and engages with young people. This year, the brand launched a new strategic partnership, officially collaborating with the popular esports event League of Legends, becoming a top strategic partner of the WBG team, deeply engaging with the youth segment. Various trendy merchandise has been fully distributed to partner channels since April. Cultural and creative products like small cards and pendants, which are popular among young people, have attracted a large number of new customers to purchase through offline channels such as convenience stores, continuously driving traffic and customer acquisition for partner channels. Comprehensive Channel Services: Solving Terminal Pain Points to Achieve Win-Win for Brand and Channels High-quality channel services are the cornerstone of long-term symbiosis between brands and partners. So, how to provide excellent channel services? Based on years of sales and service reviews, as well as in-depth communication with long-term head partners, Daxiang focuses on partners' core pain points and implements three major service initiatives to empower channel development in all aspects. First, output youth-oriented operation plans to empower traffic growth across all channels. Taking our Tmall channel, which we have operated for many years, as an example, many brands face challenges such as declining traffic, shrinking new customers, and high promotion costs, while Daxiang's new customer ratio on Tmall approaches 70% in some months. With mature operational capabilities, we continuously create new increments for various channels, achieving a mutually beneficial model for both brand and channel partners. Even amid market fluctuations and challenges, we can stabilize customer traffic and cash flow. Second, create self-selling products to help channels reduce costs and increase efficiency. We leverage a young team to strategically design product development, naming, and design, making products inherently attractive and enabling self-selling on shelves, thereby reducing operating costs such as salesperson training and manual promotion. For example, products like Daxiang Aiyo Jelly, Orgasm Girl, and the recombinant collagen series, with their catchy names and distinctive positioning, can immediately attract different customer groups such as refined mothers and emerging white-collar workers to proactively pay attention, learn about, and purchase, truly achieving self-selling on shelves and reducing overall costs for channels and partners. Third, improve financial cooperation rules and channel control systems to fully protect cooperation rights. Many partners may feel that if products are sold across multiple channels and perform well in each, how can their rights be guaranteed? To address this, we equip products with exclusive traceability codes, which can verify authenticity and accurately trace the channel of goods. Combined with a comprehensive risk control and inspection mechanism, we prevent cross-channel dumping from the source, fully safeguarding the legitimate rights of all channels and allowing everyone to operate with peace of mind. Finally, I want to say: 'Daxiang has never confined itself to the adult contraceptive category; we prefer to define ourselves as a brand that cares for health.' As long as it is related to health, whether it is sugar-free food, functional beverages, or other health products, we can leverage our mutual customer bases, channels, and marketing resources to create new business models. For offline retail channels, introducing Daxiang is not just adding a new product category, but also bringing in a professional team that understands the young consumer market and excels in omnichannel operations. If your channel has not yet cooperated with us, we welcome inquiries and discussions, and look forward to jointly exploring new business opportunities.