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1'me Yiwuo Launches via Livestream King: Rare Saponins Hit Mass Retail

yimei brand livestream launch

2026-10-23

The Launch Strategy

On October 20, Giant Biogene's new brand '1'me Yiwuo' (以我) entered the livestream channel of Li Jiaqi — China's most influential beauty livestreamer. The flagship product: a dual-chamber serum built on rare ginsenosides, priced at 780 yuan for a 3-piece set. By October 22, the Tmall flagship store showed 1,000+ units sold.

Why Livestream First

  1. Instant reach: Li Jiaqi's channel delivers in one evening what traditional retail takes years to build
  2. Education at scale: rare saponins need explaining — live demonstration and narrative fit the format
  3. Trust transfer: an established host's endorsement partially substitutes for the brand's short history

    4. The Brand's Positioning

    Public information shows 1'me Yiwuo is built around rare ginsenosides with both skincare and oral nutrition in scope — mirroring the 'inner + outer' wellness positioning that worked for collagen brands. At launch, the Tmall store carried a single hero product — a focus strategy rather than a full catalog.

    The Backstory That Makes This Interesting

    This is not Giant Biogene's first attempt. The timeline per 21st Century Business Herald:

    Ten years of continuous investment, one closed brand, one new brand. The technology persisted; the brand vehicles kept being rebuilt.

    The Honest Assessment

    The Takeaway

    The livestream launch is a stress test of a decade's ingredient R&D going direct to consumers. Watch the repurchase rate, not the launch-day sales — that is the verdict on whether rare saponins can carry a brand.

    Explore more Eastern wellness wisdom at TCM Global.