36氪 First Release | Benchmarking Japanese "POLA", skin care and functional food brand "Linglang" completes tens of millions of angel round financing

36氪 First Release | Benchmarking Japanese “POLA”, skin care and functional food brand “Linglang” completes tens of millions of angel round financing

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36 Krypton learned that the skin care and functional food brand “Ninglang” has completed tens of millions of yuan in angel round financing, which is jointly invested by a real estate group and a fashion retail group. This round of financing will be used for follow-up product development, brand building, market promotion, etc.

Ninglang was established in October 2020, and its products will be launched on platforms such as Tmall and JD at the end of April this year, with an average unit price of 200-500 yuan.The core users are 24-35-year-old freelancers, cutting-edge white-collar workers and exquisite mothers in the first, second and third tier cities.Ninglang is a subsidiary of Dingdong Lemon Group, and is currently establishing a system for connecting light medical beauty services and products with Dingdong Lemon’s Ningyue Light Medical Beauty brand, and promotes users’ LTV by combining online and offline methods.

Lemon Lang product map

At the product level, Ninglang is benchmarking against the Japanese brand “POLA”, and while producing external skin care products, it will launch internal health care products and will provide users with product experience and medical beauty services in Ningyue’s offline light medical beauty stores.

After the product is launched, Ninglang will obtain traffic through online advertising. Users who purchase the product can experience medical beauty items in Ningyue offline stores, such as super picoseconds, hotmaggi, etc., to reduce the cost of acquiring customers in Ningyue offline stores. It also forms its own ecological closed loop, and continues to generate profits online and offline.

Traffic resources are the core advantage of Ninglang.Ninglang has more than 200 celebrity celebrity resources, which can help brand promotion, adopting multiple layout strategies in traditional e-commerce, medical aesthetic clinics, KOL and other channels.

The Ninglang cooperative organization WLA has a number of Nobel scientists resources, which can provide continuous technical support to the team. One of the core members of the internal R&D team, Professor Gong, has won the NASA Excellence Award for 5 consecutive years. The founder Jin Peng told 36Kr that the “nanodialysis membrane” technology applied to the first product has been patented. Each dialysis membrane has about 200 layers of nanofiber structure on the cross section, which increases the absorption area by 100,000 times. Realize the two breakthroughs of “short time” and “high absorption”.

Lemon Lang product map

The Ninglang brand has its own development rhythm.In the first step, Ninglang launches its own products and supplements functional skin care products, which is currently ongoing. The second step is to increase the category of functional foods by stocking patents such as Japanese collagen peptide fruit drink and French casein hydrolyzed peptide sleeping water. The third step is to expand the business and expand the category matrix by acquiring the patents of European and American medical and cosmetic experts and cooperating with global laboratories/scientists to develop products, adopting a multi-brand strategy, and adopting the model of citrus + patent + top star Incubate new consumer brands, form a brand + category matrix, and deploy in different channels of e-commerce and social e-commerce according to different brand positioning.

The founder, Jin Peng, has many years of family business management experience and many years of experience in real estate, consumption and other fields.

Editor | Chen Shuya

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