Purcotton describes its name as a combination of “Pure” and “Cotton,” signifying the use of natural cotton to create comfortable, healthy, and environmentally oriented daily-care products. 7

Winner Medical Foundation

The origins of Purcotton predate the brand itself. In 1991, Li Jianquan founded the entity that became Winner Medical, initially focusing on medical textiles and cotton-based medical supplies. Over subsequent decades, the company developed specialised expertise in cotton procurement, processing, medical gauze, wound care, and other medical consumables. 3

This foundation led to a pivotal strategic question: if cotton products designed for medical applications could provide superior safety and comfort, could similar technology be adapted for ordinary daily life? This inquiry became the conceptual basis for Purcotton.

2005 Technological Breakthrough

A critical milestone occurred in 2005, when Winner Medical independently developed a process for producing 100% cotton spunlace nonwoven fabric. Unlike conventional textile manufacturing, spunlace nonwoven material is produced by entangling fibres using high-pressure water jets. Winner Medical’s proprietary approach utilised raw cotton directly, followed by spunlacing and subsequent processing. 4

The company states that this process preserves cotton-fibre length and strength while significantly shortening the manufacturing cycle. This technology was subsequently applied across medical, hygiene, and consumer product lines, serving as the technical foundation for the future Purcotton brand. 5

In 2009, Shenzhen Purcotton Technology Co., Ltd. (深圳全棉时代科技有限公司) was formally established. The company characterises this as a strategic transition from “medical science approaching everyday life,” effectively transferring Winner Medical’s manufacturing expertise into the consumer sector. 5

One of the brand’s earliest innovations was the 100% cotton tissue/wipe. Developed in 2009, this product was positioned as a new category of everyday tissue made from cotton rather than conventional wood pulp. 6 This innovation laid the groundwork for what would become one of China’s most prominent cotton lifestyle brands.

Purcotton’s philosophy is summarised by the progression: Cotton → comfort → health → sustainability. The brand emphasises three core characteristics:

Medical Background

Purcotton inherits Winner Medical’s experience in medical cotton manufacturing. This heritage differentiates it from standard textile or household product companies, positioning the brand as bringing a medical/healthcare manufacturing mindset into consumer products. 6

Cotton Philosophy

Rather than treating cotton as merely one option among many, Purcotton builds its identity around “cotton as the core material.” Its strategy is defined as “Only cotton, make cotton well,” aiming to replace synthetic-fibre applications with cotton-based alternatives wherever practical. 7

Quality and Lifestyle

The brand positions itself as a healthy lifestyle brand rather than a simple textile manufacturer, covering personal care, women’s health, baby care, family apparel, and home living. Its stated values emphasise reassurance (安心), happiness (幸福), and sustainability (可持续).

Purcotton has evolved considerably from its original cotton-tissue business into four major lifestyle areas.

Personal Care

This remains one of the brand’s most recognised segments. Products include cotton tissues, facial towels, cotton wipes, wet wipes, makeup-removing cotton products, cotton pads, alcohol cotton pads, disposable underwear, personal hygiene products, and masks. The company has developed specific cotton-based solutions for facial care, cleansing, travel, and everyday hygiene. 6

Feminine Hygiene

Purcotton has expanded significantly into women’s health and menstrual care, offering sanitary pads, cotton-surface sanitary pads, period underwear, and disposable menstrual products. Its Nice Princess / 奈丝公主 line operates as a specialised feminine-hygiene sub-brand. 22 In 2024, feminine-hygiene products generated approximately RMB 700 million in revenue for the Purcotton business. 8

Baby and Maternity

Baby care is integral to the brand’s identity, leveraging cotton’s softness and skin-contact safety. The portfolio includes baby wipes, cotton diapers, baby towels, clothing, bedding, gauze products, sleeping bags, changing mats, and maternity/postpartum nursing products. 17

Clothing and Intimate Apparel

Moving beyond disposables, Purcotton offers everyday apparel including underwear, homewear, socks, children’s clothing, and casual wear for men and women. In 2024, adult apparel—including underwear and homewear—generated approximately RMB 960 million in revenue. 9

Home Textiles

Applying its cotton philosophy to the home, the brand produces bath towels, baby towels, bedding, gauze towels, bed linen, and household-care products. This cements its status as a full cotton lifestyle brand rather than solely a tissue manufacturer. 10

The company’s primary technological differentiator is 100% cotton spunlace nonwoven technology. While traditional cotton textiles require spinning and weaving, spunlace nonwoven manufacturing uses mechanical entanglement of fibres via high-pressure water. Winner Medical’s version utilises raw cotton, enabling the production of nonwoven materials suitable for medical dressings, wipes, tissues, and personal-care items.

Purcotton states its production process can convert raw cotton into finished fabric within roughly 2–3 days, reducing conventional processing steps. 11 This proprietary manufacturing history, inherited from a medical-products company, provides a defensible technical advantage beyond simple “100% cotton” labelling.

The cotton tissue / cotton soft towel (棉柔巾) category is the product most closely associated with Purcotton. Introduced in 2009, it helped establish cotton-based disposable cleansing cloths as a distinct consumer category. 6 The concept replaces conventional paper or synthetic-fibre wipes with a soft nonwoven sheet made primarily from cotton, offering a disposable product with the familiarity and softness of cotton.

In 2024, the dry and wet cotton-soft-towel business generated approximately RMB 1.56 billion, representing a 31.2% year-on-year increase. 11

Major Milestones

• 2009: Purcotton established; cotton tissue introduced; initial physical stores opened in Shenzhen. 12
• 2013: Established the brand vision of “Cotton changes the world.” 13
• 2016: Flagship-store sales on China’s November 11 shopping festival exceeded RMB 260 million. 14
• 2017: Opened a large-format store in Suzhou and expanded presence on major e-commerce platforms. 15
• 2019: Reported more than 240 stores and over 20 million members. 16
• 2020: Undertook a broader digital-transformation strategy.

Current Scale

For 2024, Winner Medical reported Purcotton revenue of RMB 4.99 billion, representing 17.1% year-on-year growth. The ecosystem comprised approximately 61 million members and 487 physical stores (384 directly operated, 103 franchised). Revenue channels included RMB 3.07 billion from online sales, RMB 1.49 billion from physical stores, and RMB 320 million from supermarket channels. 17

The 2025 annual-report summary, released in 2026, indicated further revenue growth to approximately RMB 5.75 billion (+15.2% year-on-year). The business held 601 patents and had secured relevant green/low-carbon third-party certifications for more than 32 products. 18

Purcotton employs an omnichannel distribution model.

Online

Products are sold through major platforms including Tmall, JD.com, Vipshop, Douyin, Xiaohongshu, the Purcotton official website, and WeChat mini-programs. 19

Offline

The physical footprint includes brand stores, shopping-mall outlets, franchise locations, and supermarket channels. The retail strategy concentrates directly operated stores in major cities while utilising franchising to expand into lower-tier markets. 20

Purcotton is not an independent fashion company but belongs to Winner Medical, which spans both medical and consumer sectors. The corporate structure creates a clear division: Winner Medical focuses on medical/healthcare products (wound care, infection prevention, operating-room consumables), while Purcotton focuses on consumer/lifestyle goods. 21

This relationship establishes a unique value chain: Medical technology → cotton materials → consumer products. This connection is central to the brand’s narrative and credibility.

Sustainability is a key pillar of Purcotton’s branding. The company promotes cotton as a natural fibre and advocates replacing synthetic-fibre products with cotton alternatives. Initiatives include green-product certification, carbon-footprint assessment, biodegradable product development, organic-cotton research, recycling programmes, and environmental campaigns. By 2025, more than 32 products held relevant green/low-carbon third-party certifications. 22

However, it is noted that “cotton is natural” does not automatically equate to a low environmental footprint; cotton cultivation consumes significant land, water, and agricultural inputs, and disposable products generate waste. Consequently, Purcotton’s sustainability positioning is understood as a brand strategy and material preference rather than absolute evidence of environmental superiority over all alternatives.

Purcotton occupies a distinct position between several categories: healthcare (due to Winner Medical heritage), personal care, mother & baby, textiles, and home lifestyle. Its differentiation lies in using medical-industry experience and cotton technology to build a comprehensive everyday lifestyle around cotton.

Visually and commercially, the brand emphasises:
* Natural: Cotton presented as a plant-derived material.
* Softness: Prioritised in skin-contact products.
* Safety: Linked to healthcare background.
* Family: Targeting women, babies, parents, and households.
* Minimalism: Simple packaging and neutral colour schemes.
* Sustainability: Connecting cotton with conscious consumption.

Purcotton has increasingly invested in mainstream celebrity marketing to promote a broader “cotton lifestyle.” Notable appointments include:
* Guo Jingjing (郭晶晶): Announced as brand ambassador in 2022.
* Zhao Liying (赵丽颖): Announced as global ambassador for the home-textile/homewear business in 2023. 23

Advantages

1. Technical Background: Access to Winner Medical’s decades of medical cotton manufacturing experience. 24
2. Material Technology: Proprietary 100% cotton spunlace nonwoven technology. 25
3. Brand Association: The name “全棉时代” clearly communicates the cotton-centric proposition.
4. Consumer Ecosystem: Coverage across life stages from infancy to adulthood and parenthood.
5. Retail Footprint: Integration of physical stores, e-commerce, social commerce, and supermarkets. 26

Challenges

• Cost: Cotton-based products often cost more than paper or synthetic alternatives.
• Sustainability Nuance: Cultivation and processing impacts require careful communication.
• Competition: Faces rivalry from traditional tissue brands, baby-care specialists, apparel companies, and international consumer brands.
• Category Dilution: Expansion into diverse categories risks blurring the brand’s core reason for being compared to ordinary cotton brands.

As of 2026, Purcotton is best understood as a large Chinese cotton-focused lifestyle and consumer-health brand. Its evolution has progressed through three stages: from medical technology expertise at Winner Medical, to cotton innovation via spunlace nonwoven development, to a comprehensive consumer lifestyle brand spanning tissues, feminine care, baby care, apparel, and home textiles. This trajectory explains why the brand’s identity remains intrinsically linked to both medical manufacturing heritage and modern cotton lifestyle products. 27

Official Resources

Further information regarding the brand’s history, technology, products, and sustainability initiatives is available via the Purcotton official website. The parent company information is accessible via Winner Medical. 28

1. Our History
2. 全棉改变世界-品牌起源-全棉时代品牌官网(PurCotton)
3. Products
4. Company Profile
5. 全棉水刺无纺布工艺-全棉的创新-全棉时代品牌官网(PurCotton)
6. Products
7. 全棉时代品牌官网（PurCotton）-全棉改变世界！
8. 全棉2025全棉时代品牌官网（PurCotton）-全棉改变世界！
9. 全棉时代服务热线 全棉时代销售服务网点
10. 稳健医疗(300888)：品牌向上 稳健而行__新浪财经_新浪网
11. [财报]：稳健医疗：2024年年度报告 – 发现报告
12. 稳健医疗(300888)_公司公告_稳健医疗：2024年年度报告摘要新浪财经_新浪网
13. 流金七月 全棉时代四城五店齐开业-美通社PR-Newswire
14. PurCotton全棉时代武汉光谷世界城旗舰店全新揭幕-美通社PR-Newswire
15. sec.gov
16. sec.gov
17. Products
18. Our production capacity
19. Products
20. Living with Purcotton
21. Products
22. Products
23. 全棉时代
24. sec.gov
25. 品牌价值_关于Purcotton_全棉时代品牌官网（PurCotton）-全棉改变世界！
26. Brands of Winner Medical – Winner Medical
27. PurCotton全棉时代品牌孕婴用品 压缩毛巾 卫生纸 洗脸巾 婴儿内衣等怎么样-PurCotton全棉时代品牌介绍、联系方式-品牌网
28. Our History – Purcotton Canada