Cheerwin Group

What Cheerwin Group does

Cheerwin Group Co., Ltd. (朝云集团) is a Chinese multi-brand, multi-category consumer goods company headquartered in Guangzhou and listed on the Hong Kong Stock Exchange (06601.HK) since March 10, 2021. The company was founded in 2006 and operates a portfolio of independent brands across five business segments: home care (mosquito repellent and household cleaning under Chaowei, Beibeijian, and Wei Wang; air care under Xilan), pet care (Jueqiang Zuiba pet food, Jueqiang Weiba pet care, Xiaochong pet health with 25 veterinary drug approvals, and direct retail chains Mi Le Guai Guai and Zhua Zhua), personal care (Runzhi Su), and automotive care (Carbonwin). Chaowei has held the #1 share of China's mosquito repellent market for 11 consecutive years (2015-2025) per Nielsen data, while Wei Wang ranks #2 nationally in household cleaning and Xilan holds #1 offline share for air freshener aerosols.

The company operates an omnichannel distribution model combining a nationwide network of 680+ brand service providers (distributors) covering all 21 provinces, self-operated flagship stores on Tmall, JD.com, Pinduoduo, Douyin, and Xiaohongshu, supermarkets and modern trade, pet retail chains in tier-1 cities, and group enterprise purchasing. Technology assets include 69 patents, an academician workstation for green pest control with Guizhou University (led by Academician Song Baoan), the wholly-owned Guangdong Zhongkeyan R&D platform (CMA-certified testing, 139 patent participations, supporting 128 innovative product developments), and proprietary pet food processes including 6-hour fresh meat manufacturing and a patented 200 billion CFU/kg probiotic combination developed with Asia-Pacific Pet Care International Research Center.

Revenue is generated primarily through one-time consumer product sales across home care (~16.08 billion RMB in 2021), pet products (52.66 million RMB in 2021, growing 138.9% YoY), pet retail services, and automotive care products. Online channel revenue reached 4.27 billion RMB in 2021 (+45% YoY). The company finished 2021 with 26.68 billion RMB in cash and equivalents, a debt ratio of only 0.7% at June 2022, and 70% of business conducted on prepaid terms supporting strong cash conversion. The company has maintained high dividend payouts (approximately 80% ratio) for 5 consecutive years. Recent strategic focus has been on pet care vertical expansion through acquisitions of Shandong Shuaike, Zhongbo Lvya (30% stake), Zhua Zhua Technology (60.625%), and Mi Le Guai Guai (75%), plus a proposed 450 million RMB acquisition of Hebei Kangda to extend the home care business into North China.

Name

Cheerwin Group

Legal name

Cheerwin Group Co., Ltd.

Website

https://cheerwin.com

Company type

Public

Founded year

2006

Operating status

Operating

Headcount range

1,001–5,000 employees

Short description

Cheerwin Group is a Guangzhou-headquartered, Hong Kong-listed Chinese consumer goods platform operating multiple brands across home care (mosquito repellent, household cleaning, air freshener), pet care (food, supplies, pet retail chains), personal care, and automotive care with nationwide distribution.

Ownership category

akta.pro rank

NAICS

Soap and Cleaning Compound Manufacturing (32561)

SIC

Soap, Detergents, Cleang Preparations, Perfumes, Cosmetics (2840)

akta.pro primary industry

Household Insecticide Aerosols & Sprays (CRAJAHAA)

akta.pro secondary industries

Flea, Tick & Mite Home/Indoor Control (CRAJAHAH), Deodorants & Antiperspirants (CRADANAA)

Keywords

• Household cleaning products
• Mosquito repellent products
• Pet food and supplies
• Personal care products
• Air freshener products

Headquarters

HQ city

Guangzhou

HQ country

China

HQ region

Asia

Offices9 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Revenue model

1. Home Care Products: Primary revenue driver including insect repellent/mosquito products (超威, 贝贝健), household cleaning (威王), air care (西兰), and personal care (润之素). Products sold through offline distributors, online stores, and retail channels. Revenue from this segment was 16.08 billion yuan in 2021.
2. Pet Products: Strategic growth business including pet supplies (倔强尾巴) and pet food (倔强嘴巴), pet medicine and health products. Revenue was 52.66 million yuan in 2021, growing 138.9% year-over-year. Segment毛利 increased from 54.5% to 58.0% with fresh meat product lines.
3. Pet Retail Services: Physical pet store operations including Mi Le Guai Guai and Zhua Zhua chains offering pet retail, services, grooming and cat cafes in tier-1 cities.
4. Automotive Care (卡铂威): Car beauty and maintenance products launched in 2018, positioning as professional automotive care brand.

Go-to-market motion3 records

Distribution channels8 records

Marketing channels8 records

Core offering

Cheerwin Group is a manufacturer and seller of personal care and household products operating a multi-brand portfolio that includes mosquito repellent (Chaowei, Beibeijian, Qiangshou), household cleaning (Wei Wang), air fresheners (Xilan), personal care (Runzhi Su), pet food and supplies (Jueqiang Zuiba, Jueqiang Weiba, Xiao Chong), pet retail chain services (Mi Le Guai Guai, Zhua Zhua), and automotive care (Carbonwin). It sells products through 680+ offline distributors and online channels including Tmall, JD.com, Pinduoduo, and Douyin.

Product overview

Cheerwin Group is a diversified consumer goods company operating a multi-brand, multi-category portfolio across five main business segments: home care (mosquito repellent, household cleaning, air care), personal care, pet care, and automotive care. The company operates as a platform with multiple independent brands rather than a single unified product. Core brands include 超威 (mosquito repellent - market leader for 11 years), 威王 (household cleaning - #2 nationally), 贝贝健 (children's mosquito repellent), 西兰 (air fragrance), and 润之素 (personal care). Strategic growth areas include pet products under 倔强嘴巴 (pet food) and 倔强尾巴 (pet care), with related retail chains 米乐乖乖 and 爪爪. Automotive care brand 卡铂威 rounds out the portfolio. The company maintains both online e-commerce channels and offline distribution networks.

Differentiator

Problem solved

Functional benefit

Brands

• 超威: Professional mosquito repellent and pest control brand, market leader in China with 11 consecutive years of market share leadership (2015-2025)
• 贝贝健
• 威王
• 西兰
• 倔强嘴巴
• 倔强尾巴
• 润之素
• 米乐乖乖
• 爪爪
• 小宠
• 枪手
• 卡铂威

Quantifiable outcome

• 超威品牌2015-2025连续11年中国杀虫驱蚊市场份额第一
• +4 more outcomes

Named customers5 records

Segments5 records

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Partnerships

16 partnerships are on record, tiered minor and core.

• 深圳米乐云科技有限公司minorStrategic or Co-development Partner · 22 September 2023Acquired 75% stake in 深圳米乐云 (operator of Mi Le Guai Guai pet chains) to introduce internet advantages and upgrade pet business. Pet business further upgraded with 9 direct stores in Shenzhen, Guangzhou, Foshan.
• 云南云帮minorStrategic or Co-development Partner · 19 June 2023Deep cooperation with Yunnan Yunbang for cat litter raw material supply. Yunbang located in Shiping County, Yunnan known for tofu production. Partnership aims to stabilize supply, control costs and explore isoflavone and carbon ion extraction technology.
• 深圳爪爪科技有限公司coreStrategic or Co-development Partner · 28 March 2023Strategic investment acquiring 60.625% stake in 爪爪科技 for pet offline retail presence. 爪爪科技 operates comprehensive pet store chains in shopping centers with most stores in high-end pet market. First step in pet offline thousand-store strategy.
• 广东中科研coreTechnology or Integration · 27 March 2023Strategic acquisition of 100% equity in Guangdong Zhongkeyan - integrated analysis, research and testing platform for cosmetics, baby care, personal care and pet products. Supports 128 innovative product developments, participated in 139 patent research, CMA certified with 5 group standards.
• 武汉中博绿亚生物科技有限公司coreStrategic or Co-development Partner · 18 April 2022Strategic investment acquiring 30.0046% stake (23.45% equity + 8.5625% capital injection) to become second largest shareholder. Partnership covers pet medicine and health product R&D resource sharing, product development, supply chain cooperation and capital markets. Zhongbo Lvya has nationwide channel coverage with 10,000+ pet stores and hospitals.
• 达达集团minorGTM or Marketing Partner · 1 March 2022Joint donation partnership during Shanghai COVID outbreak. Dada Group leveraged JD Dada and Lalamove instant delivery capabilities plus JD Daojia retail network to ensure daily necessities supply for Shanghai residents.
• 伴侣动物基金minorOthers · 1 March 2022Charitable foundation partnership during Shanghai donation operations. Assisted with logistics coordination, driver and vehicle arrangement for pet food delivery to Baoen Temple and animal rescue centers.
• 中顺洁柔minorGTM or Marketing Partner · 21 January 2022Channel sharing and co-marketing partnership for product distribution. Joint promotional activities combining 威王 cleaning products with Zhongshun Jierou paper products through Hema, JD, Tmall and Douyin channels. Achieved 160% GMV growth during cooperation.
• 山东帅克宠物用品有限公司coreStrategic or Co-development Partner · 8 November 2021Strategic partnership and investment of 66.9 million yuan for pet food R&D, production, supply chain and capital market cooperation. Shuaike is a leading OEM pet food manufacturer with leading production capacity, raw material and logistics advantages. Five-year cooperation commitment with priority procurement terms.
• 微盟集团 (威王品牌)minorGTM or Marketing Partner · 1 September 2021Weimob mini-program mall development for 威王 brand 10th anniversary digital upgrade. First brand under group to explore digital transformation with Weimob's smart retail solutions, TSO full-link marketing.
• 微盟集团coreGTM or Marketing Partner · 25 August 2021Strategic digital marketing partnership with Weimob for 倔强的尾巴 brand digital upgrade. Includes smart marketing services, SaaS tools, operations services, WeChat ecosystem marketing with targeted advertising, community management and mini-program mall development.
• 首都爱护动物协会minorOthers · 1 August 2021Charitable partnership for stray animal rescue and welfare. Multiple donations including 1.2 million yuan pet supplies to Henan flood rescue, 5.65 million yuan pet food during Shanghai lockdown, and ongoing animal protection support.
• 华润苏果minorGTM or Marketing Partner · 30 July 2021Joint donation partnership providing 40,000+ disinfection products free to Nanjing Jiangning district during COVID outbreak. Combined Huarun Suguo retail network with Cheerwin product supply.
• 亚太宠物养护（国际）研究中心/中粮营养健康研究院coreTechnology or Integration · 1 April 2021Joint R&D partnership for pet food development. Combined research resources to develop 6-hour fresh meat processing technology and pet nutrition formulas with 200 billion CFU/kg patented probiotic combinations.
• 阿斯制药株式会社 (日本)minorOthers · 14 November 2018Visit and exchange with Japan's largest household pesticide manufacturer Aseptic Pharmaceutical. Japanese delegation led by Executive Director Kimura Hideshi and Overseas Strategy Director Fujimoto Hideshi to explore potential cooperation.
• 贵州大学宋宝安院士团队coreTechnology or Integration · 9 June 2018Academician workstation partnership for green pest control technology R&D. Song Baoan's team from Guizhou University collaborated on developing environmentally friendly household pest control products. Focus on green pesticides, non-agricultural applications and bio-reagents replacing chemical raw materials.

Scale indicators15 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Nice Group (纳爱斯集团): Major Chinese household cleaning and personal care manufacturer (雕牌, 超能, 100年润发). Competes directly with Cheerwin's 威王 brand across laundry, dishwashing, and home cleaning in mass-market channels.
• Liby Group (立白集团): Largest Chinese household cleaning company (Liby, Jinwan, Chaoqi brands), historically connected to Cheerwin via shared origins. Directly comparable in home cleaning, laundry detergent, and disinfection categories with overlapping distribution and consumer base.
• Blue Moon (蓝月亮): Hong Kong-listed Chinese premium laundry detergent and home cleaning brand. Competes in the household cleaning category with 威王, particularly in liquid detergent and kitchen/bathroom cleaning where both emphasize premium positioning.
• Shanghai Jahwa (上海家化): Public Chinese personal care company (Maxam, Herborist, Liushen, 启初). Most relevant peer for Cheerwin's 个人护理 portfolio (润之素), with comparable mass-market positioning and similar multi-brand strategy.
• Lanju (榄菊集团): Leading Chinese insecticide/mosquito coil manufacturer. Closest direct competitor to Cheerwin's 超威 brand, with overlapping product portfolio (aerosols, coils, electric mosquito liquids) and similar distribution model in Chinese supermarkets.
• Yantai Zhongchong (中宠股份): Public Chinese pet food manufacturer and OEM (Wanpy, Zeal, Great Jack's). Direct competitor to Cheerwin's 倔强嘴巴 pet food brand with deeper category expertise and stronger international distribution.
• Petpal (佩蒂股份): Public Chinese pet treats and food manufacturer (Meaty Way, Bersus). Closest peer for Cheerwin's pet food segment by business model, tier, and channel overlap, particularly in domestic and OEM categories.

Broad incumbents

• Mars Petcare China: Global pet food leader (Royal Canin, Pedigree, Whiskas) with major China operations. Competes broadly with Cheerwin's pet food and pet care business, posing scale and brand-equity headwinds in the premium segment.
• Nestlé Purina China: Global pet food incumbent (Purina ONE, Friskies, Fancy Feast) with strong Chinese presence. Competes with Cheerwin's pet food expansion backed by superior R&D and veterinary relationships.
• Henkel China (汉高中国): Multinational CPG leader in laundry/home care (Persil, Schwarzkopf) with Chinese manufacturing. Comparable to Cheerwin in cleaning and personal care, though at much larger scale and broader geographic reach.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Subsidiaries8 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A1 record

Investments1 record

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Cheerwin Group