A century-old heritage skincare brand rooted in Tianjin, China, has cemented its remarkable market comeback with the groundbreaking of a cutting-edge new industrial park, marking one of the most successful revitalization stories for China’s time-honored local consumer brands in recent years.
Wanzi Qianhong, the 115-year-old skincare label, launched construction on the integrated facility in Tianjin’s Xiqing District this month. The milestone comes on the heels of three straight years of 100% annual online sales growth, a staggering expansion that has pulled the once-forgotten brand back into the national spotlight.
Designed to integrate multiple core functions under one roof, the new industrial park will house scaled production lines, dedicated livestreaming e-commerce hubs, and public cultural exhibition spaces. Beyond its operational role, the site will also be added as an official stop on Tianjin’s developing industrial tourism route, offering visitors a chance to explore the brand’s long history and modern manufacturing processes.
The brand’s dramatic resurgence is no accident: it stems from a customer-centric innovation strategy that company leaders call “listening-style research and development.” Rather than relying solely on in-house design, Wanzi Qianhong has centered its product updates on the evolving preferences of young Chinese consumers, the largest demographic driving today’s domestic skincare market. When widespread customer feedback noted the brand’s classic cream felt too heavy for daily use, the development team quickly rolled out a lighter, non-greasy formulation. When shoppers asked for more travel-friendly packaging, the brand launched a convenient portable pouch version. As consumer demand for diversified facial care routines grew, the label expanded its catalog to include entirely new product lines tailored to modern needs.
“Our fans share their wishes, and we work to make them come true,” explained Kuang Huaqin, Wanzi Qianhong’s deputy general manager, in outlining the brand’s core philosophy.
Founded in 1911, Wanzi Qianhong rose to become a household name across northern China for its trusted, affordable skincare products, but gradually faded from public view amid rising competition from international and domestic new brands in the 1990s. The turning point for its comeback came in 2023, when a viral livestream appearance led to the entire available inventory selling out in just a few hours, catapulting the brand back into mainstream consciousness.
Today, the beloved “Great-Grandma brand,” as it is affectionately called by Chinese consumers, is setting its sights beyond China’s borders. Company leaders are preparing to expand into North American and European markets, bringing a century of Chinese skincare heritage to global consumers.
The success story of Wanzi Qianhong offers a compelling case study for how legacy consumer brands can remain relevant and thrive in the modern market: by embracing evolution and aligning product development with changing customer needs, heritage does not have to mean outdated. For this iconic century-old label, growth is just getting started.