As Chinese consumers become more aware of oral care and move beyond basic practices, products like electric toothbrushes, mouthwash, and dental floss are growing rapidly, fueling the 'oral economy.' In the competitive mouthwash segment, numerous new brands are emerging, intensifying competition.

Yunnan Baiyao Oral Health, a national brand dedicated to oral health, has launched Oral Repair Mouthwash and entered the mouthwash race, promoting the concept of 'brush in the morning and evening, rinse after meals, one brush one rinse, oral health.' Recently, Yunnan Baiyao Oral Repair Mouthwash, with spokesperson Alec Su, appeared on Focus Media's elevator screens, reaching 400 million urban consumers with enhanced oral repair benefits.

From differentiated positioning to widespread exposure on Focus Media, Yunnan Baiyao Oral Repair Mouthwash is accelerating its growth, opening new horizons, and becoming a proponent of a new way of oral care.

01 Differentiated Products to Protect National Oral Health

Currently, mainstream mouthwash products on the market are often strip-type or breath-freshening capsules, focusing on convenience and fresh breath. To differentiate from increasingly homogenized products, Yunnan Baiyao Oral Health has positioned itself in the functional mouthwash segment, creating Oral Repair Mouthwash with oral repair benefits.

Research data shows that Chinese dietary habits, including spicy and hot foods, combined with lifestyle factors like staying up late, smoking, and drinking, increase the frequency of oral mucosal damage and gum swelling. Although there are many functional toothpaste products on the market, brushing only cleans 25% of the oral cavity, a major pain point for consumers.

Based on its commitment to national oral health, Yunnan Baiyao Oral Health, leveraging its medical research center's innovative capabilities, has launched Oral Repair Mouthwash to provide a new oral care solution.

Unlike traditional mouthwashes, Yunnan Baiyao Oral Repair Mouthwash not only freshens breath but also contains active ingredients from Yunnan Baiyao, offering multiple benefits such as repairing oral mucosal damage and maintaining the health of teeth and periodontal tissues, helping users strengthen their oral health.

Thus, the launch of Yunnan Baiyao Oral Repair Mouthwash provides consumers with more professional and higher-quality oral care products, meeting their diverse needs. For Yunnan Baiyao Oral Health, it further completes product upgrades and line expansion, solidifying its leading position in oral care.

02 Multi-Dimensional Penetration and Continuous Brand Breakthrough

In addition to launching products that meet market demand, Yunnan Baiyao Oral Health recognizes that proper oral care methods and health awareness are not yet fully widespread in China. It promotes the concept of 'brush in the morning and evening, rinse after meals, one brush one rinse, oral health' through various channels, increasing consumer emphasis on rinsing after meals and driving multi-dimensional product penetration.

Since its launch, Yunnan Baiyao Oral Repair Mouthwash has leveraged celebrity endorsements to enhance product influence. Meanwhile, Yunnan Baiyao has paired the mouthwash with its Active Peptide Toothpaste 'Repair Blue Tube' as a 'healing blue-white CP,' conducting fun science education on platforms like Douyin and Xiaohongshu to build consumer awareness and drive penetration in vertical circles.

Furthermore, Yunnan Baiyao Oral Health actively pursues cross-industry innovative marketing. In June, it sponsored Bilibili's 'Summer Graduation Concert 2022' and collaborated with brand guardian Mao Buyi to create the brand theme song 'Time Catcher,' achieving a breakthrough among younger audiences.

Notably, the healing energy conveyed by 'Time Catcher' aligns with Yunnan Baiyao Oral Health's 'one brush one rinse, double repair' function, resonating emotionally with young people and enhancing brand value.

To reach a broader consumer base, Yunnan Baiyao Oral Health signed Alec Su as the 'one brush one rinse' spokesperson and launched campaigns on Focus Media, targeting the essential paths of urban mainstream consumers, intensively promoting the concept of 'one brush one rinse, double oral repair power' to capture consumer minds.

As the first core entrance for offline traffic, Focus Media's elevator screens gather white-collar workers, Gen Z, and new middle-class consumers—core consumer groups for new brands and Yunnan Baiyao Oral Health. Therefore, advertising on Focus Media is a key strategy for continuous breakthrough and mainstream ignition.

With a 120-year brand history, Yunnan Baiyao maintains its mission of 'protecting life and health,' setting an example as a national brand through solid product strength and innovative marketing operations.

In the future, Yunnan Baiyao is expected to win over more and younger consumers with competitive products and effective marketing combinations, continuing its century-old glory.