---
title: "Focus on \"Repair Power\"! Yunnan Baiyao Oral Repair Mouthwash Launches Across Hema on 618"
description: "Oral care has entered the era of repair power, with mouthwash market growing rapidly. According to Euromonitor, China's mouthwash market reached 750 million yuan in 2020, up 11.78% year-on-year. Yunnan Baiyao Oral Health launched its Oral Repair Mouthwash across Hema stores on June 18, targeting Chinese dietary habits with repair benefits."
author: "New Distribution"
publisher: "New Distribution"
email: "zhaobo258@gmail.com"
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published: "2021-06-18"
language: "en"
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original_source: "https://mp.weixin.qq.com/s/yJn6c9944WO-SC9fiBPFnw"
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# Focus on "Repair Power"! Yunnan Baiyao Oral Repair Mouthwash Launches Across Hema on 618

> Oral care has entered the era of repair power, with mouthwash market growing rapidly. According to Euromonitor, China's mouthwash market reached 750 million yuan in 2020, up 11.78% year-on-year. Yunnan Baiyao Oral Health launched its Oral Repair Mouthwash across Hema stores on June 18, targeting Chinese dietary habits with repair benefits.

Nowadays, oral care has entered the era of repair power. In addition to brushing teeth in the morning and evening, rinsing after meals with oral care products that help repair micro-damage to the mouth is gradually being accepted by the public. Among these, the mouthwash market is growing rapidly.
According to Euromonitor data, in 2020, China's mouthwash/dental rinse product market size was 750 million yuan, a year-on-year increase of 11.78% from 2019. Mouthwash, as an imported product entering the Chinese market, has evolved from the initial dominance of Listerine to a flourishing landscape where major FMCG brands and emerging oral care brands are vying for market share.
**-01- Positioning Differentiated Functional Mouthwash: Yunnan Baiyao Oral Repair Mouthwash Launches Across Hema**
Apart from the spicy taste associated with Listerine, the efficacy of mainstream mouthwashes mostly focuses on freshening breath with fragrance, and many product iterations only reflect changes in packaging design and flavor, leading to severe homogenization.
In reality, Chinese people's dietary preference for spicy, hot, and scalding foods, as well as daily habits like staying up late for work, smoking, and excessive drinking, can all cause damage to the fragile oral cavity.
**Data shows that over 700 million people in China are troubled by oral problems, and within the next 15 years, the market scale focused on oral care, prevention, and treatment is expected to exceed 500 billion yuan.** Therefore, as consumers' awareness of oral care increases, products with oral repair functions are also gaining attention.
As a leading brand that has always focused on the oral health of Chinese people, Yunnan Baiyao Oral Health differentiates its product efficacy. Targeting the unique dietary habits of Chinese people, such as spicy, hot, and scalding foods, it launched Yunnan Baiyao Oral Repair Mouthwash, which repairs oral mucosal damage and maintains the health of teeth and periodontal tissues, helping to care for the mouth anytime, anywhere—after meals, at the office, when going out, or while traveling.
To this end, on June 18, Yunnan Baiyao Oral Health held a high-energy repair launch event at the Hema X Membership Store in Beijing, announcing the full launch of Yunnan Baiyao Oral Repair Mouthwash across Hema.
At the event, brand ambassador Zhang Ruoyun interacted live, demonstrating the use of the mouthwash in different scenarios such as eating hot pot, staying up late, drinking hot soup, and orthodontic treatment, sharing oral health knowledge, and calling on everyone to develop the habit of brushing teeth in the morning and evening and rinsing after meals.
**-02- Blockbuster Thinking: Professionally Creating a Healing Blue-White CP**
**Mouthwash has the characteristics of healthiness, convenience, high conversion, and high repurchase rates.** In Europe and the United States, mouthwash has been popular for many years, with usage frequency nearly equal to that of toothpaste. In China, however, data from Technavio shows: **Over 75% of Chinese consumers are not accustomed to using mouthwash, and more than 40% of consumers do not even know what mouthwash is.**
For Yunnan Baiyao Oral Health, the goal is to build a professional oral care brand, leverage the seamless integration of online and offline channels, and, with the boost of celebrity effect, educate and guide consumers to establish a correct understanding of mouthwash, forging a path of oral care suitable for Chinese people.
Therefore, Yunnan Baiyao established the Yunnan Baiyao Oral Health Medical Research Center, deepening the integration of industry, academia, and research, continuously improving the product matrix. It not only enriches the toothpaste product line but also launches products such as Yunnan Baiyao Oral Repair Mouthwash, electric toothbrushes, and smart water flossers.
**The Yunnan Baiyao Oral Repair Big White Bottle and Yunnan Baiyao Active Peptide Toothpaste "Repair Little Blue Tube" form a healing blue-white CP—one brush, one rinse, for oral health.** Yunnan Baiyao Oral Health also invited Zhang Ruoyun as the brand ambassador for Yunnan Baiyao oral care products, and continues to carry out various forms of fun science popularization on emerging platforms such as WeChat Channels, reaching out to the younger generation.
Now, in the domestic market, foreign mouthwash brands entered early and occupy consumer minds, while local brands are overtaking through product innovation and blockbuster marketing strategies.
**Currently, the Yunnan Baiyao Oral Repair Big White Bottle is performing well in e-commerce platform sales data. We believe that with this entry into Hema as the starting point for the new launch, and with the strong channels and youthful operation methods of Yunnan Baiyao Oral Health, it will deliver a satisfactory answer.**
Review: Asher
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