ZhiGuan
植观
ZhiGuan (植观) is a Chinese plant-based amino acid hair-care brand founded in 2015 by Tang Liang, a former marketing executive at Johnson & Johnson China, Wrigley China, and P&G, where he managed brands including Johnson's Baby, Herbal Essences, Pantene, and Rejoice . The company built its early growth through influencer seeding—sending samples to key opinion leaders for organic promotion before product launches—and gained recognition as a rising new brand, landing on 36Kr's 2018 "Future Brands: Best New Brands TOP 15" list, with Tang himself named "Innovator of the Year: Best Entrepreneur TOP 5" . FreeS Fund invested in ZhiGuan and continued to follow on through its Series B round , later featuring the brand as one of its portfolio companies that performed well in live-streaming e-commerce, including appearances in Luo Yonghao's broadcast room .
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Coverage
Learning About Early-Stage Investing From the Secondary Market: Where Are the Opportunities and Timing for Consumer Startups?
Capital markets are a microcosm of the broader economy.
After 618: What's Next for Consumer Brands | FreeS Fund Business School
After 967.4 billion in cumulative GMV, who is swimming against the current?
2020: Consumer Goods Entrepreneurship Enters an Era of Multiple Simultaneous Drivers | Frees Fund
How does content drive brand growth? Let's talk in person this Saturday.
From Wind Rising to Wind Calming: Is Live E-Commerce a Feature or a Business Model? (Part 1) | Frees Fund
The Evolution of Livestreaming: From Esports and Showrooms to Juhuasuan
The Mid-Game Battle of Double 11: What Chicecream, Saturnbird, Plant, and Huasheng Haoche Did Right
Swift as the wind, steady as the forest, fierce as fire, immovable as the mountain.
Acquisitions, New Brand Entrepreneurship Courses, and More: 21 Developments and 4 Reflections | FreeS Fund Chalkboard · October
Do what's right, not what's easy.
Beauty Brands Entering China, Becoming India's Third-Largest E-Commerce Player, and Betting on Biomedical — 22 Developments and 5 Takeaways | FreeS Fund Bulletin · September
Do what's right, not what's easy.
IPOs, Top 50 Best Returns, New Breakthroughs in Rocket Technology... 23 Milestones and 11 Reflections | FreeS Fund Blackboard · July
Do what's right, not what's easy.
Breaking Through for Early-Stage Brands: From Traffic Thinking to Content Thinking | Frees Fund
If all you do is generate exposure, consumers will forget about you just as easily.
FreeS Fund Wins Three Awards at ChinaVenture's 2018 Annual Rankings
Do what is right, not what is easy.
How Can Early-Stage Consumer Companies Break Through in the Post-Dividend Era? | FreeS Fund 2019 CEO Annual Meeting
China never lacks high-dividend channels — you just have to stay sharp.
Four Companies Close New Funding Rounds, Five Reach New Milestones, Plus Two Celebrations | FreeS Fund Monthly · March
Do what's right, not what's easy.
Be Long-Term Greedy, Be a True Hero | FreeS Fund 2019 CEO Annual Meeting
Let's Go Further Together
FreeS Fund Is Hiring Investors | Let's Do What's Right, Not What's Easy
"The Summit" is rising — we're waiting for you!
New Zealand team-building, fundraising, new launches... Go strive, go make mistakes, go fall, go triumph in 2019 | FreeS Fund Chalkboard · January
Do what's right, not what's easy.
FreeS Fund Year-End Special | Navigating the Consumer Cycle: 19 Stories That Broke Through the Fog
"Success is not final, failure is not fatal: it is the courage to continue that counts."
Breaking Through Technical Bottlenecks, Surpassing 20 Million Followers... 16 Takeaways and 5 Insights | FreeS Fund Blackboard · November
Continue doubling down on consumer and deep tech.
Eleven Breakthroughs in Early Summer: Even Now That We're Grown Up, We Still Believe "Creating Is Endlessly Fun" | FreeS Fund Blackboard · May
Every bit of growth is worth commemorating.
Olympic Champion Li Xiaopeng Joins Amino Acid Hair Care Brand Zhiguan in Closing Tens of Millions of RMB in Series B Funding | FreeS Fund Deal News
Get younger consumers to keep buying and buying.
Spend Your Summer Mastering VC Skills | "Fengshen Rankings" Season 3 Recruitment
Want to come?
FreeS Fund Is Hiring a PR Lead | Join Us and Make Impact Visible
Welcome aboard.
A Founder's 365 Days: The Days That Got Us Through, and 22 Amazing Moments | FreeS Fund Year-End Special
Here's to exploration, struggle, and perseverance. Happy New Year!
创业永处战时，11位CEO谈人性、谋虑与担当 | 2018峰瑞CEO年会回顾
除了不放弃，还要有逆流而上的能力。
Go Explore, Go Strive, Go Persist | 2018 FreeS Fund CEO Annual Meeting Recap
Here, you'll meet more fellow travelers.
New Retail Entrepreneurship: Move Fast, Fight Hard, and Cultivate with Care | FreeS Talk
Fresh observations on office unmanned shelves, home furnishings, matcha, and personal care.
Li Feng Column | How I Think About Consumption Upgrades and New Retail: Lessons from Lipton 120 Years Ago, Walmart 50 Years Ago, and MUJI 30 Years Ago
Industry chain foundations + new lifestyles = ?
Since China will give birth to far more world-class brands than we can imagine over the next 20 years, what can we do right now?
Study the essence of industries, capture signals of the future.
