上海黄金搭档生物科技有限公司

What 上海黄金搭档生物科技有限公司 does

Shanghai Goldpartner Biotech Co., Ltd. (上海黄金搭档生物科技有限公司) is a Shanghai-based wholly foreign-owned enterprise established in 2001 with registered capital of HKD 100 million, operating as the consumer health brand arm of Shi Yuzhu's Giant Group conglomerate. The company markets two flagship supplement brands: 脑白金 (Naobaijin), a melatonin-based sleep and gut-health product, and 黄金搭档 (Gold Partner), a portfolio of demographic-targeted multi-vitamin and mineral tablets (children, women, middle-aged, elderly). Both brands are manufactured at the in-group Wuxi Giant Pharmaceutical facility, which carries CNAS, HACCP, ISO, and BRCGS A-level certifications, and are distributed nationwide through chain pharmacies, key-account retail, e-commerce platforms, and a proprietary loyalty points mall. The go-to-market model is advertising-led and mass-market, historically targeting middle-aged and elderly consumers, with reported marketing spend of RMB 1.5 billion in 2019 and a 15-year #1 single-product ranking in Chinese health supplements between 2000 and 2014.

The business model is a classic branded consumer goods operation: branded SKUs manufactured in a captive facility, marketed heavily through television and digital advertising, and distributed through multi-channel retail with a loyalty-points layer that incentivizes repeat purchase. Revenue mechanics rely on volume velocity through retail shelf and points-mall redemption rather than direct-to-consumer subscription or premium pricing. The company has been actively repositioning its brands since 2022 toward younger demographics through the 脑白金+ Café experiential retail concept, gaming IP collaborations with sister company Giant Network's 征途 franchise, and lifestyle/cultural IP crossovers (e.g., capybara, 獬豸 cultural-heritage gift box), while the manufacturing entity has begun positioning itself as a CDMO service provider at industry trade shows, signaling an attempted diversification into B2B contract manufacturing. The entity has only 39 employees, indicating a lean brand-management structure that relies on group-shared services and the captive Wuxi manufacturing operation.

Name

上海黄金搭档生物科技有限公司

Legal name

上海黄金搭档生物科技有限公司

Website

https://goldpartner.com.cn

Company type

Private

Founded year

2001

Operating status

Operating

Headcount range

11–50 employees

Short description

Shanghai Goldpartner Biotech markets two flagship Chinese supplement brands—脑白金 melatonin sleep aids and 黄金搭档 multi-vitamins—manufactured at its Wuxi Giant facility and distributed through pharmacies, KA retail, e-commerce, and a proprietary points mall, primarily targeting middle-aged and elderly consumers.

Ownership category

akta.pro rank

Product category

Dietary Supplements

NAICS

Food (Health) Supplement Retailers (456191)

SIC

Canned, Frozen & Preservd Fruit, Veg & Food Specialties (2030)

akta.pro primary industry

Functional Foods & Supplement Formats (Gummies, Chews, Powders, Shots) (CRADAGAI)

akta.pro secondary industries

Sleep, Stress & Mood OTC (Sleep Aids, Melatonin OTC, Calm/Stress Relief) (CRADAMAJ), Healthy Aging & Cognitive Support Supplements (CRADAGAM)

Keywords

• Health supplements
• Sleep supplements
• Vitamin mineral tablets
• Melatonin products
• Dietary supplements

Headquarters

HQ city

Shanghai

HQ country

China

HQ region

Asia

Offices9 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Marketing or Sales, Supply Chain, Personnel, Technology or R&D, Operations

Revenue model

1. Health supplement product sales (脑白金, 黄金搭档): The company's primary revenue comes from selling health supplements including 脑白金 (melatonin capsules + oligosaccharide oral liquid for sleep improvement and bowel health) and 黄金搭档 (multi-vitamin and mineral supplements in various formulations for different demographics). Products are sold through pharmacies, KA retail, e-commerce platforms (Tmall, JD.com, Youzan), and a proprietary points redemption mall (积分商城).
2. 会员积分兑换服务 (Member loyalty points redemption): Customers accumulate points by scanning product cards and can redeem gifts through the company's proprietary points mall (积分商城). Points can be earned through purchases, member registration, and birthday rewards. This drives customer retention and repeat purchases.
3. Product distribution franchise/joint venture: The company recruits regional distribution partners for its Golden Partner nutrition supplement product line, offering a comprehensive support system including advertising, product quality assurance, elite advisory teams, promotional support, after-sales service, professional training, new profit models, and market protection mechanisms.

Pricing tiers

Go-to-market motion3 records

Distribution channels5 records

Marketing channels9 records

Core offering

Shanghai Goldpartner Biotech manufactures and sells two flagship health supplement brands: 脑白金 (Melatonin capsules combined with oligosaccharide oral liquid for sleep improvement and bowel health, targeting middle-aged and elderly consumers) and 黄金搭档 (multi-vitamin and mineral tablets in demographic-specific formulations for children, adolescents, middle-aged, elderly, and women). Products are sold through chain pharmacies, KA retail, e-commerce platforms (Tmall, JD, Pinduoduo, Douyin, Kuaishou), a proprietary points redemption mall, and experiential pop-up cafés.

Product overview

Shanghai Gold Partner Biotech Co., Ltd. operates a health products business built around two flagship core brands: 脑白金 (Melatonin capsules and oral liquid for sleep improvement and gut health) and 黄金搭档 (a multi-vitamin and mineral supplement line for different demographic groups including children/adolescents, middle-aged/elderly, and women). The company also extends these brands into experiential retail (脑白金+ Café coffee shops) and cross-brand collaborations (co-branded gift boxes with cultural IPs). The product portfolio is sold through a multi-channel omnimedia distribution model covering KA retail, pharmacy chains, and major Chinese e-commerce platforms (Taobao, JD.com, Tmall, Pinduoduo, Douyin, Kuaishou).

Differentiator

Problem solved

Functional benefit

Products and services

• 脑白金胶囊+口服液 (Melatonin Capsules + Oligosaccharide Oral Liquid)
• 黄金搭档牌多种维生素矿物质片 (Multi-vitamin Mineral Tablets)
• 黄金搭档牌多种维生素矿物质咀嚼片-中老年型 (Multi-vitamin Mineral Chewable Tablets for Middle-aged/Elderly)
• 黄金牌铁皮石斛西洋参颗粒 (Iron Dendrobium American Ginseng Granules)
• 黄金牌血康胶囊 (Xuekang Capsule)
• 脑白金+ Café (Naobaijin+ Café Experiential Retail)
• 黄金搭档 x 獬豸联名礼盒 (Goldpartner X Xiezhi Co-branded Gift Box)

Quantifiable outcome

• 脑白金连续15年(2000-2014)全国保健品单品销量第一
• +5 more outcomes

Named customers4 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration7 records

Feature4 records

Partnerships

15 partnerships are on record, tiered flagship, core, minor and moderate.

• 卡皮巴拉(Capybara) IPflagshipGTM or Marketing Partner · 26 July 2025脑白金 partnered with the '佛系顶流' (Buddhist-style internet celebrity) Capybara to create the '白金咔咔咖啡趴' pop-up event at Shanghai Nanjing Road pedestrian street. The collaboration included limited edition co-branded coffee cans, plush toys, stickers, and fans featuring both the Capybara and 脑白金 cartoon characters, targeting Gen Z consumers with '反内卷' (anti-internal competition) messaging.
• 巨人集团(Giant Network) - 征途战略合作flagshipStrategic or Co-development Partner · 10 June 2023脑白金 officially announced a strategic partnership with Giant Network's 征途 franchise, marking a new phase of brand youth-oriented transformation. The partnership includes IP character crossovers (白老头金老太 with 征途 game characters), co-attendance by Fan Zhiyi (黄金搭档健康大使), and mutual brand cross-promotion at major events.
• 脑白金+ CafécoreOthers · 7 November 2022The company opened its first experiential café '脑白金+ Café' at 脑白金 headquarters/landmark locations in Shanghai. The café features the brand's iconic blue-white color scheme, cartoon mascots, and serves branded coffee and light refreshments. It serves as a key experiential marketing and brand rejuvenation initiative targeting young consumers.
• B站UP主 '溫暖的冷风'minorGTM or Marketing Partner · 20 April 2022上海黄金搭档生物科技有限公司 partnered with Bilibili content creator '溫暖的冷风' to donate hundreds of stationery sets and hundreds of boxes of 黄金搭档 multi-vitamin and mineral chewable tablets to children at Teibolo Township Central Primary School in Liangshan Yi Autonomous Prefecture, Sichuan Province. The partnership combines health product donations with social responsibility messaging.
• 征途 (Giant Network game IP)flagshipGTM or Marketing Partner · 6 July 2019脑白金 and 征途 (Giant Network's flagship game franchise) entered into a strategic partnership, with 脑白金 serving as souvenir gifts at the 征途嘉年华 (Zhengtu Carnival) event. Shi Yuzhu noted that many 征途 players grew up hearing '今年过节不收礼，收礼只收脑白金' and represent a natural overlap with 脑白金's target demographic. The collaboration includes co-branded events and merchandise.
• 中国睡眠研究会coreOthers上海黄金搭档生物科技有限公司 has a sustained relationship with the China Sleep Research Society, participating annually in the China Sleep Industry Summit. The company has won '睡眠产业影响力企业' awards in 2022, 2023, 2024, and 2025, and its R&D founder Zhang Lianlong regularly presents at the summit on topics including melatonin, gut-brain axis, and medicinal food homology for sleep health.
• 巨人网络(Giant Network)coreStrategic or Co-development PartnerBoth 脑白金 and Giant Network are under the Giant Group (巨人集团) umbrella, founded by Shi Yuzhu. Brain白金龙舟队 participated in the 2019 Dragon Boat Festival competition held at the Giant Network Songjiang campus, winning first place. The group also organized joint events and cross-promotions between the health products and gaming businesses.
• 珠海康奇有限公司coreOEM/ Whitelabel/ Licensing Partner珠海康奇有限公司 is the entrusting company (委托企业) for 脑白金 products, while 无锡健特药业有限公司 is the contracted manufacturer (受委托生产企业). 珠海康奇 holds the 脑白金 trademark and entrusts production to Wuxi Giant. This is a core manufacturing and licensing relationship for the company's flagship product.
• 无锡健特药业有限公司coreOEM/ Whitelabel/ Licensing Partner无锡健特药业有限公司 (Wuxi Giant Pharmaceutical Co., Ltd.) is the manufacturing partner producing both 脑白金 and 黄金搭档 products. Located at Taihu Lake near Lingyan Grand Buddha, it holds CNAS laboratory accreditation, HACCP, ISO, and BRCGS A-level certifications. It has invested over 500 million yuan in equipment and has 7 core patents. The facility has annual capacity of 1.3 billion capsules, 4 billion tablets, and 24 million bottles.
• 球球大作战 (Ball Ball Battle)minorGTM or Marketing Partner脑白金 has partnered with the mobile game 球球大作战 (Brawl Stars-style game by Giant Network) for cross-promotional activities, targeting younger audiences through gaming IP collaborations.
• 范志毅 (Fan Zhiyi) - 黄金搭档健康大使moderateGTM or Marketing PartnerFormer Chinese national football team captain and 'Asian Footballer of the Year' 范志毅 (Fan Zhiyi) serves as the '黄金搭档健康大使' (Golden Partner Health Ambassador). He has appeared at 征途嘉年华 events and represents the brand's image of vitality and sportsmanship.
• 獬豸 (Xiezhi) - 浦江镇民俗文化IPmoderateGTM or Marketing Partner黄金搭档 partnered with the Shanghai Pujiang Town folk culture IP '獬豸' (xiè zhì, a mythical auspicious beast in local folklore) to pay tribute to the national intangible cultural heritage '沪谚' (Shanghai dialect proverbs). The collaboration resulted in co-branded 黄金搭档阿胶糕 and 黄金搭档冰糖燕窝饮 gift boxes for the Mid-Autumn Festival, combining traditional culture with health products.
• 乔家栅/乔咖啡 (Qiaojia Shack/乔 coffee)moderateGTM or Marketing Partner脑白金 partnered with Shanghai century-old brand 乔家栅 and its '乔咖啡' to launch a co-branded iced Americano at ChinaJoy 2023, serving 800 bottles of the limited edition coffee. The partnership combines the '中华老字号' (Chinese time-honored brand) with the youthful brain白金 brand.
• 武康大楼邮局 (Wukang Building Post Office)minorGTM or Marketing Partner脑白金+ Café partnered with the Wukang Building Post Office (a landmark Shanghai cultural building) to open a themed café pop-up near the building, combining the brand experience with postal services and merchandise.
• 巨人集团(Giant Group)coreStrategic or Co-development Partner巨人集团 (Giant Group), founded by Shi Yuzhu, is the parent company/group behind 脑白金 and 黄金搭档. The group's portfolio spans health products (脑白金, 黄金搭档, 黄金酒), online gaming (巨人网络 with titles like 征途), and other businesses. Shi Yuzhu has been personally consuming 脑白金 daily since 1997 and continues to oversee the business. The group celebrated its 30th anniversary in 2019.

Scale indicators9 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• By-Health Co., Ltd. (汤臣倍健): China's largest vitamin and dietary supplement brand, offering multi-vitamin, mineral, and functional supplement lines across multiple demographic segments. Directly comparable to 黄金搭档 as a Chinese mass-market CPG supplement manufacturer with multi-channel retail distribution and a similar demographic-tailored portfolio strategy.
• Infinitus (China) Company Ltd. (无限极): Major Chinese health supplement company operating direct-selling and retail channels with functional health products targeting middle-aged and elderly consumers. Directly comparable to Goldpartner in its sleep, gut, and vitality positioning for the same demographic with national distribution.
• Perfect (China) Co., Ltd. (完美中国): Chinese direct-selling and retail health products company with multi-vitamin, supplement, and personal care offerings. Comparable as a domestic Chinese supplement brand with broad consumer reach targeting similar middle-aged/elderly health needs.
• Amway (China) Co., Ltd. (安利中国): Multilevel marketing health and wellness company selling vitamins, supplements, and personal care products in China through direct-selling agents plus retail. Comparable in product category (multi-vitamins, functional supplements) and national multi-channel reach, though via a different GTM motion.

Broad incumbents

• Sanjing Pharmaceutical (哈药集团三精制药): Major Chinese pharmaceutical and health-products manufacturer known for OTC oral liquids and supplements, including the well-known 葡萄糖酸钙 and 葡萄糖酸锌 products. Comparable as a mass-market Chinese health-products CPG brand with national retail and pharmacy distribution.
• Yunnan Baiyao Group (云南白药): Diversified Chinese health and pharmaceutical conglomerate with consumer healthcare products, oral care, and TCM-adjacent supplements. Comparable as a major Chinese CPG health brand operating across multiple distribution channels and demographic segments.
• Beijing Tongrentang Co., Ltd. (同仁堂): Iconic Chinese traditional medicine and health product company with a broader portfolio spanning TCM, supplements, and health gifts. Comparable as a heritage Chinese health-products brand with national brand recognition and an elderly/filial-piety gifting positioning similar to 脑白金.

Emerging players

• Shijiazhuang Yiling Pharmaceutical (以岭药业): Chinese pharmaceutical and TCM-derived health product company with growing consumer health supplement lines (连花清瘟 brand extension). Comparable as a Chinese health-products CPG that has built strong consumer brand recognition and national distribution, increasingly competing for the same gifting and self-care occasion.
• Health and Happiness (H&H) International Holdings: Hong Kong-listed premium nutrition and infant care company (Biostime, Swisse Plus+) operating in China. Comparable as a premium Chinese-market supplement and nutrition brand with growing DTC and digital channels, though with a more modern/upmarket positioning than Goldpartner.

Regional players

• Herbalife Nutrition (China): Global nutrition and weight-management company with significant China presence via direct selling. Comparable in supplement category (vitamins, meal replacements, functional nutrition) and elderly/wellness consumer segment, though operating primarily through a multi-level marketing model.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/%E4%B8%8A%E6%B5%B7%E9%BB%84%E9%87%91%E6%90%AD%E6%A1%A3%E7%94%9F%E7%89%A9%E7%A7%91%E6%8A%80%E6%9C%89%E9%99%90%E5%85%AC%E5%8F%B8

Compliance6 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles5 records

Subsidiaries2 records

Funding overview

Funding rounds

Investors

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

M&A

Investments

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

Frequently asked questions about 上海黄金搭档生物科技有限公司