Hua Chenyu Enters the Daily Chemical and Home Furnishing Sector, Co-founds Brand "Focus" with Xiaokuo Group | Project Report

On March 22nd, Xiaokuo Group, in collaboration with Hua Chenyu, officially launched a new daily chemical and household brand called "Zhongdian". Hua Chenyu serves as the co-founder of the brand.

Hua Chenyu's involvement this time is not a traditional brand endorsement but a deep - seated partnership. In terms of the equity structure, the operating entity of "Zhongdian" is Shenzhen Huakuo Biotechnology Co., Ltd. Among them, Shenzhen Xingkuo Biotechnology Co., Ltd., a subsidiary of Xiaokuo Group, holds 70% of the shares, Shanghai Shenghenghongyin Culture Communication Co., Ltd., controlled by Hua Chenyu, holds 20% of the shares, and Beijing Yunshangwanjia Technology Co., Ltd. holds 10% of the shares.

In the current era of constantly evolving consumption concepts, the daily chemical industry has long moved beyond the stage of simply meeting basic functions. Consumers have put forward higher requirements for product ingredients, efficacy, usage experience, and even emotional value. The refinement of demand, segmentation of scenarios, and personalization of experience have become prominent trends in the industry. It is precisely by observing these market changes that "Zhongdian" came into being.

It is reported that "Zhongdian" adheres to the brand concept of "grand care in the microscopic world". It focuses on the long - neglected microscopic needs in the traditional daily chemical and household products field and is committed to providing consumers with daily chemical and household solutions that are detailed, comfortable, and safe.

As a new brand under Xiaokuo Group, the birth of "Zhongdian" is not accidental but is backed by the group's more than a decade of experience in the daily chemical industry. Currently, Xiaokuo Group has created the domestic oral care brand "Sambal" and the personal care brand "Xiaojiantou", and has developed systematic capabilities in product R & D, supply chain integration, and market operation management. These provide a solid foundation for the development of "Zhongdian" in terms of products and the market.

Yin Kuo, the founder of Sambal, once said in a public interview that the core competitiveness of Sambal lies in its accurate capture of consumer demand and rapid product iteration ability. This ability may become an important support for Xiaokuo Group to incubate new brands. The group's multi - brand layout is not simply an expansion of product categories but is based on insights into different consumer segments to meet the diverse and refined needs of consumers.

Currently, "Zhongdian" has launched a variety of new products, including mosquito repellent, plant essential oil bracelets, plant essential oil stickers, ice - feeling comfrey soothing cream, hand cream, and lip balm, to solve the "minor pain points" of traditional daily chemicals.

For example, in terms of usage scenarios, in response to the pain points of traditional mosquito repellents, such as large volume and inconvenience to carry, "Zhongdian" has launched a small and portable version in addition to the family - sized package. In terms of raw material selection, the products of "Zhongdian" feature multiple natural plant ingredients such as Xinjiang comfrey, centella asiatica, olive, and gentian root. Additionally, "Zhongdian" has collaborated with global well - known fragrance and flavor companies such as Givaudan to launch a variety of multi - layered fragrance notes, such as "Tender Moss and Poetry", "The Sun in the Wasteland", and "Drunk in the Soil and Light".

In terms of pricing, according to the official Tmall flagship store of "Zhongdian", the prices of its single products mostly range from 19.9 yuan to 59.9 yuan, which is basically on par with similar products in the industry, targeting the mass market with an affordable price strategy.

The core layout logic of "Zhongdian" is aimed at Kobayashi Pharmaceutical, a global benchmark enterprise in the microscopic care field, attempting to fill the brand gap in this segment in the domestic market.

Kobayashi Pharmaceutical is not a traditional pharmaceutical company but covers multiple sectors such as pharmaceuticals, personal care, and household care. It has become an enterprise with a market value of over 10 billion through its "small pond, big fish" strategy. Its core idea is to avoid the highly competitive large - product segments and focus on the neglected niche micro - needs. It either creates exclusive segments in blank areas or opens up new markets in existing areas through differentiated innovation. Products such as glasses cleaning wipes, ice packs, and toilet deodorizers have precisely addressed the minor pain points in daily life. The annual global sales of ice packs alone reach 400 million pieces, and the annual sales of warmers in Japan are approximately 5 billion yen.

In contrast, the domestic microscopic care segment is still in its early and fragmented stage. Although consumers' demand for products with portable packaging, dedicated to specific scenarios, and personalized fragrances is constantly increasing, the relevant fields are mainly occupied by scattered white - label brands, lacking a professional benchmark brand with integration capabilities and covering diverse scenarios. There is a significant market gap. The competition in basic - function daily chemical products has entered a red - ocean stage, and refined and personalized niche needs have become a new driving force for market growth. The entry of "Zhongdian" is precisely targeting this blue - ocean market.

Since Sambal entered the market in 2018, it has achieved the top position in the online toothpaste market and has also witnessed explosive growth offline, becoming a "dark horse" among domestic toothpaste brands. In 2025, Xiaokuo Group launched the personal care brand "Xiaojiantou" and officially announced its transformation into a group - based enterprise, clarifying its development direction of multi - brand and multi - matrix.

Now, the birth of "Zhongdian" makes Xiaokuo Group's transformation into a comprehensive daily chemical group more clearly defined.