Xie Rudong of Yaowang Technology Restarts Manufacturing: A "Scalpel" in the Sanitary Napkin Industry to Reconstruct the Logic of the Consumer Industry

In this summer when the topic #Huang Zitao Sanitary Napkins# has been continuously topping the charts, DuoWei sanitary napkins have quickly gained popularity, giving rise to the so - called "DuoWei Phenomenon".

The product became popular even before its official launch. After its release, in just 30 minutes of the first live - streaming session, 500,000 sets of sanitary napkin combo packages were sold out. It topped the personal care list on Douyin and set a new industry record. Within 14 days of its launch, it achieved sales of 54.58 million yuan, strongly ranking among the top 3 in the category list on the Douyin platform. Six days later, this data was updated to the top 1 in the industry, leaving many traditional leading brands behind.

In the consumer goods industry, the phenomenon where a new brand becomes extremely popular upon its launch, far exceeding expectations and leading in consumer demand, is called the "DuoWei Phenomenon" by the public opinion field.

Behind this achievement lies the underlying logic of Xie Rudong, the project operator of "DuoWei" and the chairman and CEO of Yaowang Technology, in building new consumer brands. That is to identify the core pain points in the industry: solve the consumer trust deficit, delve deep into the source of the supply chain, and build a moat for self - generated traffic. By achieving these points, a brand can naturally break through the competition and become a hit.

As a "boundary - breaker" from a different field, Xie Rudong has not only transformed from a "product seller" to a "product architect", reconstructed his capabilities from a "channel provider" to an "industry chain leader", and crossed the identity from a "digital business leader" to a "brand creator". He has also provided new development ideas and models for building new consumer brands and upgrading the consumer industry.

Xie Rudong at the launch event of DuoWei's new products

From DuoWei to the Industry: A Supply - side Reform on Trust

"Since 2021, the consumer industry has ended its long - term bull market and entered an adjustment period as a whole," according to a relevant research article by China Galaxy Securities' consumer research team. In the golden era of "everything can be a new consumer product", more than 2,100 new brands emerged with the help of the traffic dividend in just one year, and "new consumption" became a highly sought - after investment track.

With the changes in the macro - economic and industrial environment, there have been significant changes in both the demand and supply sides of the consumer industry. On the demand side, rational consumption has emerged, while on the supply side, the problem of homogenization is severe, and the "traffic dependence" is no longer sustainable. This has made it more difficult to build new consumer brands. Data shows that by the end of 2023, about 30% of new brands permanently stopped updating their Tmall flagship stores, and the consumer goods industry is going through a brutal cleansing process.

However, there are also opportunities. In the cycle of consumers returning to rationality, product strength is replacing marketing power as the core competitiveness, and trust assets are the key to influencing user decisions.

Take the sanitary napkin industry as an example. As a fast - moving consumer product, the production process of sanitary napkins is not very complicated. However, in recent years, various quality problems have been frequently exposed, ranging from cutting corners, falsely marking lengths, and excessive fluorescent agents in the past to the "refurbished second - hand products" exposed at the 3.15 Gala this year. These industry irregularities have repeatedly eroded consumers' trust.

Xie Rudong keenly noticed that the Chinese consumer goods industry is undergoing a transformation from the "attention economy" to the "trust economy", which led to his attempt to operate the "DuoWei" project. How to rebuild consumers' trust became the first problem he needed to solve.

"Transparency" is the first "trust currency" that Xie Rudong offered.

Through the "transparent factory" model and technology, "DuoWei" made a solemn commitment to the "visualized" production of sanitary napkins. In the construction of the transparent factory, DuoWei set up a transparent viewing corridor in the factory and opened it for public and media visits by appointment. At the same time, 9 cameras were installed in the core production areas to support 24 - hour live - streaming of the workshop production. This attitude of being open and transparent will naturally make consumers trust the brand, even if they don't visit the factory or watch the live - stream, conveying an air of confidence and generosity that says "You can rest assured with my products".

Behind the "visualized" production is the comprehensive upgrade of factory equipment and processes. In the automated workshop, DuoWei strictly adheres to high standards for environmental cleanliness, reaching the standards of industries such as pharmaceuticals and semiconductors, which have extremely strict requirements for production environment cleanliness. Since its production began, all of DuoWei's products have been manufactured in accordance with the new national standard that officially came into effect on July 1st this year. Currently, DuoWei's products have passed 17 testing items, including full - length deviation, strip quality deviation, absorption rate, Escherichia coli, total bacterial count, and heavy metals, meeting the "medical - care grade" standard.

The influence of DuoWei's "transparency" attempt on the industry has already become apparent. Dongfang Zhenxuan announced that it will launch sanitary napkin products on the 16th of this month. According to the released information, it will also build a "transparent factory" at the manufacturing end, with a similar setup to that of "DuoWei". As many media predicted before, in the current situation of trust deficit in the sanitary napkin industry, the public has reason to believe that the practices initiated by DuoWei will continue to influence the industry and become an important driving force for industrial upgrading.

From a "Traffic Catcher" to a "Steady - paced Journey"

In the consumer goods industry, the key lies deep in the industrial chain.

In the era of the "explosion" of new consumption, "OEM" has become the first choice for most new brands. However, as consumers' requirements for product quality and consumption experience become increasingly strict, the structural defects of the traditional OEM system in terms of quality control, delivery time, and demand response are being exposed at an accelerating pace.

Brands such as Wahaha, Laiyifen, and Wufangzhai have all been involved in quality scandals due to "OEM" issues. The industry's unspoken rule of "the same OEM factory, the same formula, but three times the price with a different packaging" has also backfired on consumers' trust. In addition, as shown by the "OEM" incidents exposed in recent years, the OEM model also has obvious defects in terms of delivery time and demand response.

Therefore, abandoning the OEM model and "building its own factory" became the second "trust currency" that Xie Rudong offered in his first cross - industry attempt.

At the beginning of the brand's establishment, Xie Rudong and his partners insisted that DuoWei should build its own factory and control the entire production chain. Because Xie Rudong not only wanted to firmly hold the control of product quality, the core of the product, but also needed the ability to respond to demands rapidly. This is the valuable experience he accumulated in the operation of live - streaming e - commerce, and now he is building this ability on the production side.

In the operation of live - streaming e - commerce, Yaowang Technology, under Xie Rudong's leadership, has accumulated a large amount of demand data. Before the official launch of DuoWei, 49,500 sets of 1 - cent trial sanitary napkins were launched through the live - streaming room of Huang Zitao, the brand's principal. This was done to widely collect consumers' feedback on product use. The official also collects consumers' needs through various platforms such as Xiaohongshu and live - streaming rooms on a daily basis.

With its own factory, this user feedback can directly reach the production line, enabling rapid product transformation. Whether it is product improvement or new product development, seamless connection between the demand side and the supply side can be achieved.

The brand once revealed that thanks to the in - depth collaboration of its own factory, "the average cycle from concept to mass production of new products has been shortened by more than 50%". This agile "user - direct - to - production - line" model has become the engine for its continuous innovation.

Xie Rudong, who has always been bold in his ideas and actions, this time did not hesitate to invest and was not eager for quick returns. Instead, he chose a "steady - paced journey". At the launch event of DuoWei's new products on May 18th, Xie Rudong said that initially, three automated production lines had been built, with a total investment of about 275 million yuan, and the plan is to expand to twelve by the end of the year.

In this new battlefield of consumer goods, Xie Rudong and his partners are determined to use the most "awkward" way to ensure controllable product quality, production, and adjustment, so as to rebuild trust in the supply chain and build their own moat.

An Alternative Way to Break Through the "Traffic Siege"

For creating a new brand, how to build brand awareness and sell products is always the most important issue, and it is also a huge challenge for entrepreneurs in the current consumer field.

With the decline of the traffic dividend, entrepreneurs are deeply trapped in a "traffic siege". A research report shows that in 2025, the customer acquisition cost on Taobao increased by 25% year - on - year, and the online customer acquisition cost on leading platforms has approached 1,000 yuan per person. What's more troublesome is that even with a tens - of - millions - level advertising budget, new brands still cannot accurately "target" the traffic to their target audience. As a result, many entrepreneurs in the consumer goods field invest most of their energy in traffic operation, are deeply troubled by traffic anxiety, and neglect the problems of the product itself.

Xie Rudong, who has been operating in the traffic era for many years and successfully founded Yaowang Technology, a leading live - streaming e - commerce company, obviously doesn't have such confusion. His past experience tells him how to better build a new brand.

So, there came the cooperation with the star Huang Zitao and Wu Yue, the chairman of the Zhejiang Sanitary Products Chamber of Commerce. Although the idea of making "sanitary napkins that can be safely used by family members" started by chance, the popularity of DuoWei was a natural result.

When a well - known artist, a "big shot" in live - streaming e - commerce, and an authority in sanitary product manufacturing come together, it laid the groundwork for the "popularity" of DuoWei. After all, such a combination that has topics, understands users, and is good at manufacturing is the perfect setup for creating a hit product.

Later, things developed as expected. In March 2025, the news of "Huang Zitao crossing the industry to make sanitary napkins" caused a great sensation in the public opinion field, and "DuoWei" became popular even before its launch. Then, the exposure of "refurbished second - hand sanitary napkins" at the 3.15 Gala added fuel to the fire, making it a favorite of traffic.

On the evening of April 11th, Huang Zitao officially announced through a live - stream on the Internet that he was launching his own sanitary napkin brand, DuoWei. The live - stream that night once again attracted wide media attention and brought high exposure to DuoWei.

On May 18th, DuoWei held a new product launch event. At 7 p.m. that night, Huang Zitao started a live - streaming sales event on the Douyin platform. In just 30 minutes, 500,000 sets of DuoWei sanitary napkin combo packages were sold out, topping the personal care list on Douyin and setting a new industry record. Twenty days later, DuoWei topped the category list on Douyin.

To this day, every official live - stream of DuoWei sells out as soon as the products go online, and DuoWei is still continuously setting new records.

There are not a few entrepreneurs who cross - industry to create brands, but few can quickly become a phenomenon - level hit like DuoWei. The reason lies in Xie Rudong, the project operator. Since he officially entered the live - streaming e - commerce industry in 2019 and signed his first star anchor that year, his company has now become the one with the most star IPs in China, accumulating rich experience in star operation. He knows how to maximize the role of Huang Zitao as a star without over - consuming his traffic.

Now, around star operation, Xie Rudong and his Yaowang Technology have developed a mature approach: fully respect and explore the infinite potential of each IP, engage in live - streaming e - commerce, and also attach importance to enhancing its influence among the public. This is also one of the reasons why Yaowang Technology created the large - scale cultural and tourism promotion inspirational reality show "Follow Me" around the IP of "Huang Zitao".

Under the double pressure of high traffic costs and supply - chain reconstruction, the consumer goods track has entered a brutal "elimination round". In such a context, entrepreneurship in the consumer goods field is not easy. However, DuoWei has offered trust currency through the dual - wheel drive of "transparency + supply chain". Coupled with appropriate traffic operation, it has achieved a breakthrough against the odds. When the myth of GMV fades, the real test is just beginning. The emergence of DuoWei provides a solution paradigm for the market, offers problem - solving ideas for the entire industry, and shows the public Xie Rudong's overall operation ability. People are looking forward to Xie Rud