On 7 month 17 day, Hangzhou Poyan Biotechnology Co., Ltd. completed a thorough industrial and commercial change. The legal representative changed from Xie Jiaming to Zhou Fenglong, the original sole shareholder Cao Bo 100% withdrew, and Poyan Biotechnology General Manager Zhou Fenglong became the new sole shareholder.
On the same day, the company's registered address moved from Xiaoshan District to Xixi Road in Xihu District, just across the road from Proya's headquarters building; the liaison person changed from Cao Bo to Zhou Fenglong, and the articles of association were filed at the same time.
▍Screenshot from the National Enterprise Credit Information Publicity System
From the company's establishment in 2024 year 12 month to this industrial and commercial change, it is exactly one year and seven months. Stringing together every step of Poyan Biotechnology during this period: building an OTC management team with a million-yuan annual salary, high-profile signing with Yixintang, registering 6 trademarks spanning both cosmetics and medical devices, and now the equity and registered address both returning to the fold......
All actions are on the same beat: Proya is using an external company to test the OTC channel。
Proya's OTC layout follows a clear timeline, advancing layer by layer from organization, brand, product to channel.
● Step one: Build the organizational structure (Part one)
Lay the skeleton (2024.12—2026.01)
In 2024 year 12 month, Hangzhou Poyan Biotechnology Co., Ltd. was registered and established. At that time, the registered capital was 500 ten thousand yuan, and the registered address was in Xiaoshan District. A mixed-use apartment building, a typical registered address attachment.
The true identity of this company soon surfaced. Starting from 2025 year 7 month, Poyan Biotechnology intensively posted OTC channel positions on recruitment platforms: OTC distribution manager with a monthly salary of 1.8 ten thousand to 2.5 ten thousand yuan, operations specialist and sales assistant recruited simultaneously. Salary levels were generally 30% to 50% higher than positions of the same level in traditional CS/KA channels. It can be said that this was building a complete set of OTC business management skeleton.
On 1 month 11 day this year, Poyan Biotechnology General Manager Zhou Fenglong and Yixintang Chairman Ruan Hongxianshared the stage in Kunming, announcing Proya's official entry into the OTC channel. Zhou Fenglong, the name that later took over all equity of Poyan Biotechnology, made his first public appearance as the core operator.
▍Image source: "Proya OTC Platform" public account
Incorporation (2026.07.17)
Half a year later, on 7 month 17 day, the industrial and commercial changes were implemented in a concentrated manner: the original sole shareholder Cao Bo (previously regarded by outsiders as the nominal holder of Poyan Biotechnology) 100% withdrew, and Zhou Fenglong became the new sole shareholder; the legal representative changed from Xie Jiaming (the nominal legal person of the Cao Bo era) to Zhou Fenglong; the company's registered address moved from Xiaoshan District to No. 572 Xixi Road, JK Xixi Jiuweike Building in Xihu District, just across the road from Proya's headquarters building (No. 588 Xixi Road); the liaison person changed from Cao Bo to Zhou Fenglong; the articles of association were filed at the same time.
▍Screenshot from the National Enterprise Credit Information Publicity System
The physical and legal dual incorporation of Poyan Biotechnology's organizational structure is now complete.
● Step two: Deploy the brand matrix (2026.02)
With the organization in place, the brand layout followed closely.
On 2026 year 2 month 9 day, Poyan Biotechnology registered 6 trademarks in a concentrated manner: Porekang, Poyumei, Poweijian, each trademark simultaneously covering Class 3 (daily chemical products) and Class 10 (medical devices).
▍Poyan Biotechnology trademark registration chart
This is a clear brand matrix signal: at least three product lines, each taking a "cosmetics and medical devices dual track." All start with the character "Po," creating a brand family feel with Proya.
Even earlier, in 2025 year 7 month, Proya had applied to register the PROYA MED trademark, and officially launched it in 11 month of the same year, strengthening the professional mindset of medicine, science, and repair.
● Step three: Launch products (2025.05—2026)
With the brand framework set, products began to fill in.
On the medical device side, on 2025 year 5 month 28 day, Proya announced through its official Xiaohongshu account the launch of its first medical device product: medical recombinant collagen dressing. The product received Class II medical device registration approval, suitable for non-chronic wounds such as superficial wounds, laser/photon/fruit acid peeling and post-minimally invasive surgery wounds and surrounding skin care. This is Proya's "stepping stone" into the OTC channel.
▍Proya Yuanli MED medical device family
Since then, the medical device product line has continued to expand, with medical recombinant collagen liquid dressing, medical recombinant collagen ointment, etc. successively launched.
On the cosmetics side, Proya launched the "Yuanli MED" series specifically created for the OTC channel. According to the brand, this series is not a simple upgrade of the original Yuanli series, but an independent product line newly built under Proya's Yuanli scientific layout, centered on "strict repair scenarios." The first batch of products includes repair hydrating spray, dual-state essence lotion spray, etc., all marked with "pharmacy exclusive version" and accompanied by a "medical research recommendation" label.
● Step four: Build channels (from 2026.01)
On 2026 year 1 month 11 day, Proya and Yixintang held a press conference in Kunming. At this press conference, Proya positioned the OTC channel as a landing scenario for medical research skincare, rather than a simple product shelf.
At the press conference, the two parties clarified the cooperation framework: relying on the professional pharmacy scenario and standardized retail terminals, they will systematically co-build the compliance system, service model, and terminal operation methods for functional skincare products.
The channel implementation was very fast. The first batch of products has been put on shelves in leading OTC chains such as Yixintang, Dashenlin, and Laobaixing. Coverage of top-level pharmacy chains nationwide was basically completed within just a few months.
At the same time, Proya has simultaneously equipped a medical research trainer team for the OTC channel to carry out systematic product training for pharmacists; some stores will also introduce experiential services such as skin testing; the two parties also plan to open up the O2O model of "offline experience + online repurchase".
▍Proya × Yixintang cooperation press conference site
After the four steps were completed, Proya's OTC platform was basically set up: organizationally, it has an independent execution entity and core operator; in terms of brand, it has reserved a trademark matrix of at least three sub-brands; in terms of products, it has completed the "dual-track" layout of medical device and cosmetic registration; in terms of channels, it has entered national leading chain pharmacies.
Having the platform set up does not mean the show can be performed well. There are still two key cards that Proya has not fully grasped.
● Short board one: Medical insurance access
The core weapon for Proya to enter the OTC channel is medical device products. However, for medical device products to truly achieve volume, they must cross two thresholds: obtaining the national medical insurance consumable code and completing listing on the sunshine procurement platforms of each province.
The National Healthcare Security Administration has repeatedly made clear that the inclusion of medical consumables in the medical insurance payment scope must adhere to the functional positioning of "ensuring basic needs," and clinically necessary, safe, effective, and reasonably priced medical consumables should be included according to procedures.
In 2026 year 5 month, the National Healthcare Security Administration and the Ministry of Finance jointly issued the "Notice on Further Strengthening the Supervision and Management of the Use of Employee Basic Medical Insurance Personal Accounts at Designated Retail Pharmacies," requiring provincial medical insurance departments to establish a "whitelist" system for medical insurance personal account payments at designated retail pharmacies. Items included in the whitelist must be drugs, medical devices, and medical consumables that are "closely related to treatment and have strong medical attributes."
▍Screenshot from the National Healthcare Security Administration
This means that medical device products not on the whitelist cannot be paid for with medical insurance personal accounts in pharmacies. In scenarios where consumers are accustomed to settling with medical insurance cards, this is almost equivalent to being expelled from the mainstream purchase channel.
At the same time, many provinces across the country have established sunshine procurement listing systems for medical consumables, and medical consumables used by public medical institutions should be purchased online through provincial procurement platforms. Although designated retail pharmacies under medical insurance are currently mostly encouraged to participate, the core logic of listing is that "the declared price shall not be higher than the lowest listed price on any provincial medical procurement platform nationwide," which means that once listing is completed, the price is locked at the lowest level across the entire network.
Currently, there is no public information showing that Poyan Bio has obtained the medical insurance consumable code or has completed listing in core provinces such as Guangdong and Zhejiang. If these two steps are not completed, Proya's medical device products will be "second-class citizens" on pharmacy counters: pharmacy staff will prioritize recommending competitors that can be reimbursed by medical insurance, and consumers who cannot use medical insurance cards will not actively choose self-paid products. No matter how many stores are opened, they will only be self-paid isolated products, and scale cannot rise.
Short board two: Academic genes
The reason why Winona and Kefumei can stand firm in the OTC channel is not strong distribution capability, but the barrier of academic promotion.
Winona began laying out the OTC channel in 2016 year. According to Betaini's financial report disclosure, in 2023 year the channel sales were close to 10 hundred million yuan. Its approach is "medical research co-creation." In 2024 year, Winona for the first time invited pharmacy pioneers to attend the CDA (Chinese Dermatologist Association Annual Meeting) and established the Betaini OTC Medical Research Co-creation Science Alliance, gathering the advantages of research and development, experts, and chains. Pharmacy practitioners were brought into the academic field of dermatologists and listened to top experts' lectures up close.
Kefumei's logic is similar. According to the "White Paper on Trends of Functional Skincare Products in Chinese Retail Pharmacies" and Zhongkang CMH data, in 2023 year Kefumei's sales in the OTC channel reached 4.67 hundred million yuan, with a market share of 20.6%, and it is the only brand besides Winona with sales exceeding one hundred million yuan in this channel. This scale is enough to show that the OTC channel can produce a sizable business.
Proya's genes are completely different. Its core capability is terminal sales promotion: big promotions, gifts with purchase, BA training, online seeding. This approach works repeatedly in CS channels and e-commerce platforms, but moving it to pharmacies is another matter. Pharmacies most taboo "Watsons-style promotions," such as full reductions, buy one get one free, and shouting-style sales... because the foundation of a pharmacy is professionalism and trust. A brand that runs big promotions in a pharmacy will only make pharmacists think, "Isn't this just a cosmetic?" and thus lose the willingness to recommend.
However, Proya seems to have realized this problem.
In 4 month this year, Proya, as a sponsor of a sub-forum special session, participated in the Annual Academic Conference of the Dermatology and Venereology Professional Committee of the Chinese Association of Integrative Medicine (CDSI Conference), and jointly with Shanghai Dermatology Hospital shared phased progress in basic skin research and post-operative repair.
▍Proya × Shanghai Dermatology Hospital appeared at the CDSI Conference
In 6 month, Proya again appeared at the Chinese Medical Association Dermatology Annual Conference (CSD), and jointly with Shanghai Dermatology Hospital released the "Proya Basement Membrane White Paper" focusing on the Chinese population. The appearance at two academic annual conferences shows that Proya has already begun to make up for its academic lessons.
But there is still a long distance between appearing and systematization. At present, Proya's sponsorship of two academic conferences seems more like a first appearance, and there is still a considerable gap before truly turning academic promotion into the core engine driving the channel.
To judge whether Proya is really making up for this short board, there is a simple observation indicator: whether Poyan Bio begins to systematically recruit medical managers or academic promotion positions, and whether it begins to set up brand satellite meetings at dermatology annual conferences like Winona rather than merely appearing as a sponsor.
Overall, Proya has already set up the platform, stocked the goods, and begun to test the waters academically. But the two key cards: the implementation of medical insurance access and the systematization of academic promotion, are the real variables that determine this game.