Annual sales exceed 100 million yuan. "Mistwish" takes a slow-and-steady approach and innovates in the home atomization category | Early-stage project
In the current era when diseases such as respiratory allergies and dry eye syndrome are prevalent, "home atomization" is gradually integrating into people's daily lives.
It is understood that 70% of people directly drop eye drops onto the eyeball. The instant foreign body sensation and blinking reflex will lead to excessive intraocular pressure, loss of the liquid medicine, and a significant reduction in absorption and utilization rate. The correct way to drop the eye drops is to gently pull down the lower eyelid, drop the medicine into the lower eyelid, and then close the eyes to allow the liquid medicine to evenly distribute on the surface of the eyeball. This seemingly simple action is difficult for many children and the elderly to perform. Similarly, performing atomization treatment for children with colds or pneumonia at home is also full of challenges.
Based on the "home atomization" scenario, Wuyixi has developed a series of atomization devices targeting the eyes, nose, mouth, skin and other parts, attempting to "replace injections and medications with atomization". Its "Eye Care Treasure" atomization device, when loaded with a small bottle of eye care liquid and the button is pushed, will release atomized small molecular particles for 8 seconds. It is reported that the spray contains ingredients such as ergothioneine, lutein, and ginsenosides.
Photo provided by the enterprise
The products were launched in May 2024. In the past year, the sales of this atomization series on Douyin and in offline pharmacies exceeded 100 million yuan. Xu Yi, the operator and president of Wuyixi, introduced that the company's sales are expected to reach 300 million yuan in 2025.
Xu Yi, with a background from Johnson & Johnson and Fosun Group, has previously operated multiple global businesses in the medical and consumer goods sectors. Since the establishment of the Wuyixi project more than four years ago, no external financing has been introduced. Now that the products, technologies, and marketing channels have been initially verified, the company has planned an innovative drug pipeline, and aims to deepen the technological barriers and upgrade the brand image. Therefore, Wuyixi has launched a Pre - A round of financing.
"The period of verifying the greatest risks has passed. Now, when introducing capital, funds are just one aspect. The key is also to have more professional partners join us to consolidate our leading position in this category."
Is it difficult to administer liquids such as eye drops and antibiotics in an atomized way technically? Xu Yi told us that at first he thought it could be achieved quickly, but after in - depth exploration, he found that many technical details were not easy to implement. He repeatedly mentioned the "sense of awe". Atomization is an interdisciplinary field. As the company delved deeper into product development, it moved its office from a high - end office building to an industrial park in the suburbs, integrating R & D, production, and sales.
One of the technical challenges is to miniaturize the atomization device while avoiding the blockage of the atomization head holes. Previously, in the relevant equipment in the industry, the atomization sheets inevitably encountered micropore blockages. This is because the thermal effect of laser drilling would cause uneven hole walls, slag, or burrs, resulting in liquid hanging and blockages. To solve this problem, they adopted picosecond - level laser drilling technology combined with electrolytic polishing to make the atomization holes smoother and prevent blockages.
In addition, not all substances are suitable for atomization. Traditional atomization manufacturers usually only focus on the atomization of a few types of pharmaceutical preparations. Many of the ingredients that Wuyixi wants to atomize face technological challenges. For example, lutein is fat - soluble. It needs to use critical micelle solubilizers to effectively encapsulate hydrophobic drugs, so that they can dissolve better after atomization and be efficiently absorbed through the mucous membranes. Another example is hyaluronic acid, which needs to be encapsulated through nano - hydrolysis to effectively reduce its molecular weight and improve its permeability and bioavailability after atomization.
After more than four years of R & D and refinement, Wuyixi's core product series for eye care, the "Xiaojingling Eye Care Treasure", has been launched. For such consumer - grade products, brand building and marketing capabilities are of utmost importance. Xu Yi introduced that he personally leads the team to cities such as Hangzhou every month to learn and improve the team's refined operation capabilities on all - domain platforms such as interest e - commerce.
"Starting with interest e - commerce is a good choice because it has a short link, fast reach, high conversion efficiency, and accurate user insights, which is very suitable for emerging brands to overtake on the curve. In the early stage, we mainly relied on category and product innovation to achieve leap - forward innovation compared with traditional eye drops, eye patches, and oral lutein, effectively driving user conversion." When talking about brand marketing, his strategy is very clear. "In the offline OTC channel, we have cooperated with 20,000 pharmacies in 13 key cities. Next quarter, we will enter shelf e - commerce platforms such as Tmall and JD.com to complete the all - domain channel layout."
Facing the profit pressure caused by the high traffic cost on the Douyin platform, Xu Yi showed a deeper strategic consideration: "Doing business on Douyin is just the starting point. The core value lies in achieving 'ability spill - over' - that is, the reuse of traffic, sales volume, brand content, and team capabilities." He gave an example: After successfully creating an innovative category and popular products on Douyin, there will be a premium space when expanding to shelf e - commerce. The content verified through short - videos can also be effectively converted into graphic form on Xiaohongshu. The mature business model in the domestic market can be quickly replicated in the relatively less competitive international market on TikTok.
"Brand all - domain operation requires tension and rhythm, and single - point thinking should be rejected." Xu Yi emphasized. "The reason why we dare to make strategic investments (pre - R & D investment) is that we have crossed the threshold of the greatest uncertainty." Taking it slow to achieve faster progress is the true essence - when product R & D, the supply chain, brand potential, and channel network are all solid, the growth will be exponential." He reiterated again that in the future, when introducing capital, he hopes to work with partners to ensure that the core strategy and implementation actions "remain unchanged".