The 2023 Rednote WILL Business Conference, themed "Cultivate Products on Rednote," was recently held in Shanghai, where the annual winners of the "Rednote WILL Marketing Awards" were announced. CHANDO’s campaign "Be a Trendsetter Who Understands Young Consumers on Rednote"—featuring the fifth-generation CHANDO TIME FROZEN ESSENCE, face masks, and scalp essence—stood out among thousands of entries to win the "Rednote WILL Marketing Award - Best Product Cultivation Award."
CHANDO’s Win at Rednote WILL Marketing Awards Highlights Its Leadership in Product Cultivation
The Rednote WILL Marketing Awards recognize brands, products, content creators, and partners who have delivered outstanding marketing campaigns on the platform over the past year. Regarded as a "bellwether" in brand marketing, this accolade underscores CHANDO’s industry-leading market insights and brand influence. The win marks a milestone in CHANDO’s journey to refine product communication and explore scientific product cultivation strategies.
Riding Trends to Elevate Brand and Product Value
Among the five categories of the RedDnote WILL Marketing Awards, the "Best Product Cultivation Award" honors campaigns that excel in user awareness, reputation, audience engagement, search performance, and sales conversion. It reflects the precision and effectiveness of product cultivation in content, format, and targeting.
In the winning campaign, CHANDO leveraged Rednote’s trends and strategic resource allocation to achieve remarkable results:
225% increase in platform penetration for the new scalp essence, marking a "zero-to-one" breakthrough[1].
The fifth-generation TIME FROZEN ESSENCE and AMPOULE MASK refreshed and expanded CHANDO’s audience, rejuvenating the brand’s image[2].
The HIMALAYA GREEN TEA CLAY PURIFYING MASK dominated its niche, standing out in the competitive sheet mask market.
Dubbed "treasure products" by young users, CHANDO’s lineup fully earned the "Best Product Cultivation Award."
Fifth-Generation CHANDO TIME FROZEN ESSENCE Gains Viral Traction on Rednote
Returning to Essence: Building User Relationships Through Products
For CHANDO, Rednote attracts consumers who embrace new products and actively engage with brands. By immersing itself in young users’ daily lives through the platform, CHANDO gains insights into their needs, fostering connections through superior ingredients and products. The brand believes "only great products can break the ice and spark deeper dialogues with users."
Users are not just listeners but co-creators. Their feedback drives product optimization, as highlighted by Zhang Chi, Head of Media and Strategy at JALA Group, during the conference’s roundtable: "Our relationship with rednote users is interactive—launching products, listening to feedback, refining offerings, and even adjusting communication strategies. It’s a journey of mutual growth."
This collaborative approach propelled the fifth-generation TIME FROZEN ESSENCE and scalp essence to popularity, while introducing HiMurchaSinTM—JALA Group’s first self-developed "super yeast"[3] ingredient—to the public. In 2022, CHANDO achieved over 1.2 billion[4] exposures on REDnote, with user satisfaction metrics consistently outperforming industry benchmarks[5].
The fifth-generation TIME FROZEN ESSENCE and scalp essence
Moving forward, CHANDO will deepen its engagement on social platforms like REDnote, prioritizing authentic consumer needs to build trust and friendship. As a "trendsetter" for youth, the brand will continue innovating product cultivation strategies, inviting more consumers to experience the treasures of the Himalayas and embrace a life of natural beauty with CHANDO.
[1] Data provided by REDnote Commercialization
[2] Among CHANDO’s audience assets on REDnote, the proportion of users aged 19-22 increased by 10%. Data provided by REDnote Commercialization.
[3] Fearless Innovation: The Himalayan Yeast
[4] Data provided by Rednote Commercialization
[5] According to REDnote Commercialization, CHANDO’s Net Promoter Score (NPS) reached 86.45 over the past six months, reflecting significantly higher user favorability compared to industry averages.
