author | Wang Zhe
editor | Gao Ya
36 Krypton learned that the cosmetics e-commerce company "Mei Ye Bio" recently completed hundreds of millions of financing. This is another round of B financing after Yijing Capital’s Series A investment in October last year, and the introduction of Dachen and Nanhong Capital. Financing funds will be mainly used for technological innovation, new product research and development, brand marketing, etc. Specifically, "Meiye Bio" will have a nationwide layout, including the headquarters and marketing center in Jinan, Qingdao Meiye Biomedical Research Institute, Shanghai R&D and Brand Center, Guangzhou Efficacy Testing Center, Laiwu Pharmaceutical Factory and Logistics Center, etc.
"Mei Ye Bio" was established in 2016. It is a new Internet company focusing on cosmetics research and development, production and e-commerce business. The company's main products are Dr. Ling (skin care products), FMFM (body care), natural melody (skin care and Cleansing and care) three brands. Among them, the skin care brand Dr. Ling was launched on the market in 2021, with sales of nearly 200 million yuan in the past five months since its launch. The brand's single product "Facial Sculpting Mask" sold 100,000 boxes at the beginning of its launch. The launch of the
Dr. Ling brand was mainly due to changes in the company's team's technical background. In August 2020, Ling Peixue, the only academician in China's beauty industry and the "chief scientist" of Oriental Beauty Valley, joined Meiye Biotechnology as the company's co-founder and director, which added technical color to the "Meiye Biotechnology" team.
Ling Peixue
Ling Peixue has been researching hyaluronic acid for 38 years, and has more than 300 domestic and foreign patents. For being the first to invent the use of biological manufacturing technology to prepare sodium hyaluronate, Ling Peixue was awarded "China " by the China Biochemical Pharmaceutical Industry Association Hyaluronic acid "Father of " title. The earliest research and development process of
can be traced back to 1983. At that time, the first batch of Chinese scientists headed by Ling Peixue began research on hyaluronic acid (also known as sodium hyaluronate, hyaluronic acid, HA for short). Cosmetic-grade HA was prepared from cockscombs, human umbilical cords, cow eyes, and pig eyes. This breakthrough means that the cost of HA preparation is greatly reduced, breaking the Western monopoly, and thus opening up the road to the industrialization of domestic hyaluronic acid.
According to "Mei Ye Bio", the core ingredient of Dr. Ling's brand is the new scientific research result of Ling Peixue - full molecular weight hyaluronic acid Gaussian HA, which integrates enzyme engineering cleavage, gradient photothermal treatment and low-temperature drying technology. It is developed by large, Medium, small, and oligomeric molecules are composed in a golden ratio, which can penetrate deeply into the skin and enhance functions such as intelligent moisturizing, anti-inflammatory, and cell protection. What is even more groundbreaking is that its research and development results in transmembrane permeability (penetrating cell membranes) lay the foundation for anti-aging effects.
"Dr. Ling" brand
Qi Jinliang, chairman of Meiye Biotechnology, told 36氪: "Meiye Biotechnology's research and development philosophy is to start from functional products, and anti-aging will be the core of Dr. Ling's products. Hyaluronic acid itself has anti-aging effects, There are also other ingredients, such as the patented glycerol glucoside in cooperation with Chinese Academy of Sciences . "
Driven by factors such as the natural environment, life stress, and improved consumer awareness, the functional skin care product market has experienced rapid growth in recent years. . From 2015 to 2020, the average annual compound growth rate of the functional skin care product market was 25%. In 2020, the market size of China's dermatology-grade skin care products has reached 18.9 billion yuan. Based on the huge market space and consumer demand, Dr. Ling's brand is positioned to solve consumers' actual skin problems and is oriented towards the functional skin care product track.
Chairman of Yijing Capital Zhang Jianqun told 36Kr that China’s hyaluronic acid production has led the world, contributing more than 80% of the raw material share. "But in terms of consumer products of hyaluronic acid, it is still far from this level. Hyaluronic acid is widely used in medicine, medical beauty , to life beauty and food and beverages. Any one of these fields is a huge market. . Now we all talk about user thinking and consumer-centeredness. If we can find the real needs and pain points of consumers and accurately enter a market segment, "
" will be the authoritative scientific research endorsement of products and efficacy. Direct linkage is the healthiest way for consumers to recognize a new brand.As a leader in China's hyaluronic acid industry, Academician Ling Pei not only has technical advantages, but also has rich and successful experience in transforming scientific research results into industry. I believe that Meiye Biotechnology’s strong product research and development capabilities will become one of the company’s core barriers,” Zhang Jianqun told 36Kr.
In addition, in addition to focusing on research and development, “Meiye Biotechnology” has also strengthened its investment in content marketing and live broadcast e-commerce. "Mei Ye Bio" told 36 Krypton that when choosing skin care products, consumers no longer just blindly pursue brand awareness, but pay more attention to the efficacy and ingredients of the products. Therefore, through content popularization and live broadcast, developers can Face-to-face communication with consumers can truly solve their skin problems.
"Some stories that the public does not understand can be delivered to consumers more conveniently, quickly and vividly because of the Internet." Qi Jinliang, chairman of "Meiye Biotechnology", told 36Kr that the earliest hyaluronic acid was used in It is used in eye surgery, but due to the Western monopoly, it can only rely on imports. In the 1980s, an imported ophthalmic viscoelastic injection cost more than 1,000 RMB. After the efforts of Ling Peixue and his team, it quickly dropped to more than 100 RMB. There are many such examples: "Yongfang Body Lotion" that was popular in the Southeast Asian market in the 1990s; oral hyaluronic acid that was popular in Japan in the late 1990s; "Runjie", the world's first eye drop to prevent and treat visual fatigue... These are all academicians from Lingpei Academy. and the scientific research results of his team.
retains the R&D gene and combines scientific research with industry, which is the development direction identified by "Meiye Biotechnology". Facing the future, "Meiye Bio" stated that it is not limited to skin care products, but will be committed to building a world-class skin care brand, focusing on the "hyaluronic acid core technology system" to expand more possibilities such as medical devices and drugs.
