Purcotton defines its name as a portmanteau of “Pure” and “Cotton,” signifying its commitment to using natural cotton to manufacture comfortable, health-conscious, and environmentally oriented daily-care products. 3

Winner Medical foundation

The origins of Purcotton predate the brand itself. In 1991, Li Jianquan founded the entity that would become Winner Medical, initially specialising in medical textiles and cotton-based medical supplies. Over subsequent decades, the company cultivated deep expertise in cotton procurement, processing, medical gauze, wound care, and related consumables. 4

This industrial background prompted a pivotal strategic question: if cotton products designed for medical applications offered superior safety and comfort, could similar technology be adapted for ordinary daily life? This inquiry became the conceptual bedrock of 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 production entangles fibres using high-pressure water jets rather than weaving. Winner Medical’s proprietary method utilised raw cotton directly, followed by spunlacing and finishing.

The company states that this process preserves cotton-fibre length and strength while significantly shortening manufacturing time. The technology was subsequently applied across medical, hygiene, and consumer product lines, serving as the technical foundation for Purcotton. 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 launch as a strategic transition from “medical science approaching everyday life,” effectively transferring Winner Medical’s manufacturing rigour to the consumer sector. 6

One of the brand’s earliest innovations was the 100% cotton tissue/wipe. Introduced in 2009, this product was positioned as a distinct category of everyday tissue derived from cotton rather than traditional wood pulp, laying the groundwork for what would become one of China’s most recognised cotton lifestyle brands.

Purcotton’s operational philosophy follows a linear progression: Cotton → comfort → health → sustainability. The brand emphasises three primary characteristics:

Medical background

Purcotton inherits Winner Medical’s decades of experience in medical cotton manufacturing. This heritage differentiates it from standard textile or household brands by positioning Purcotton as a consumer line built upon a medical/healthcare manufacturing mindset. 7

Cotton philosophy

Rather than treating cotton as merely one option among many, Purcotton centres its identity on “cotton as the core material.” Its strategy is summarised as “Only cotton, make cotton well,” aiming to replace synthetic-fibre applications with cotton-based alternatives wherever practical. 8

Quality and lifestyle

The brand positions itself as a healthy lifestyle provider rather than a simple textile manufacturer, covering personal care, women’s health, infant care, family apparel, and home living. Its stated values emphasise reassurance, happiness, and sustainability. 9

Purcotton has evolved significantly beyond its original cotton-tissue business. Its current portfolio encompasses four major lifestyle areas.

Personal care

This remains one of the brand’s most prominent segments. Products include:

• Cotton tissues
• Facial towels
• Cotton wipes and wet wipes
• Makeup-removing cotton products
• Cotton pads and alcohol cotton pads
• Disposable underwear
• Personal hygiene products
• Masks

The company develops specialised cotton-based solutions for facial care, cleansing, travel, and everyday hygiene. 10

Feminine hygiene

Purcotton has expanded extensively into women’s health and menstrual care. Offerings include sanitary pads, cotton-surface sanitary pads, period underwear, and disposable menstrual products. The Nice Princess / 奈丝公主 line operates as a specialised feminine-hygiene sub-brand under Purcotton. 11

According to Winner Medical’s annual report disclosures, feminine-hygiene products generated approximately RMB 700 million in revenue for the Purcotton business in 2024.

Baby and maternity

Infant care is integral to the brand’s identity, aligning with its emphasis on softness and skin contact. The portfolio includes:

• Baby wipes and cotton diapers
• Baby towels, clothing, and bedding
• Gauze products and sleeping bags
• Changing mats
• Maternity, postpartum, and nursing products 12

Clothing and intimate apparel

The brand has moved beyond disposables into everyday apparel, including underwear, homewear, socks, children’s wear, and casual adult clothing. In 2024, adult apparel—including underwear and homewear—generated approximately RMB 960 million in revenue. 13

Home textiles

Purcotton applies its material philosophy to home goods, offering bath towels, baby towels, bedding, gauze towels, bed linen, and household-care products. This expansion reinforces its positioning as a comprehensive cotton lifestyle brand rather than solely a tissue manufacturer. 14

The brand’s distinctive technological foundation is 100% cotton spunlace nonwoven technology. While traditional cotton textiles require spinning and weaving, spunlace nonwoven manufacturing mechanically entangles fibres via high-pressure water.

Winner Medical’s adaptation uses raw cotton, enabling the production of nonwoven materials suitable for medical dressings, wipes, tissues, personal care, baby products, and hygiene items. Purcotton states its production process can convert raw cotton into finished fabric within approximately 2–3 days, reducing conventional processing steps. 15

This proprietary manufacturing history, inherited from a medical-products company, provides a defensible technical advantage beyond standard “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 mainstream consumer category in China. 16

The product proposition replaces conventional paper or synthetic-fibre wipes with a soft nonwoven sheet made primarily from cotton, offering the familiarity of cotton in a disposable format. By 2024, the dry and wet cotton-soft-towel business generated approximately RMB 1.56 billion, representing a 31.2% year-on-year increase according to Winner Medical’s annual report. 17

Major milestones

• 2009: Purcotton established; cotton tissue introduced; initial physical stores opened in Shenzhen. 18
• 2013: Established the brand vision of “Cotton changes the world.” 19
• 2016: Flagship-store sales on China’s November 11 shopping festival exceeded RMB 260 million. 20
• 2017: Opened a large-format store in Suzhou and expanded presence on major e-commerce platforms. 21
• 2019: Reported more than 240 stores and over 20 million members. 22
• 2020: Undertook a comprehensive digital-transformation strategy.

Purcotton has grown into a substantial consumer business within Winner Medical. For 2024, Winner Medical reported:

• RMB 4.99 billion in Purcotton revenue
• 17.1% year-on-year growth
• Approximately 61 million members across its ecosystem
• 487 physical stores at year-end (384 directly operated, 103 franchised)
• RMB 3.07 billion from online channels
• RMB 1.49 billion from physical stores
• RMB 320 million from supermarket channels 24

The company’s 2025 annual-report summary, released in 2026, indicated that Purcotton’s revenue had further increased to approximately RMB 5.75 billion, up 15.2% year-on-year. The business also held 601 patents and had secured relevant green/low-carbon third-party certifications for more than 32 products. 25

By 2025, Purcotton had developed from a niche cotton-tissue brand into a multi-billion-renminbi consumer enterprise.

Purcotton employs an omnichannel distribution model.

Online

Products are sold through major Chinese platforms including Tmall, JD.com, Vipshop, Douyin, Xiaohongshu, the Purcotton official website, and WeChat mini-programs. 26

Offline

Physical retail operations include brand stores, shopping-mall outlets, franchise locations, supermarket channels, and other retail formats. The strategy concentrates directly operated stores in major cities while utilising franchising to expand into lower-tier markets. 27

Purcotton is not an independent fashion company but belongs to Winner Medical, which spans both medical and consumer sectors. The parent company’s structure is broadly divided into two identities:

• Winner Medical: Medical/healthcare products (wound care, infection prevention, operating-room consumables)
• Purcotton: Consumer/lifestyle products (cotton-based daily goods) 28

This corporate structure creates a direct lineage from medical technology to cotton materials to consumer products, which remains central to the brand’s narrative.

Sustainability is a key component of Purcotton’s branding. The company promotes cotton as a natural fibre and advocates replacing certain 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, Winner Medical reported that Purcotton had obtained relevant green/low-carbon third-party certifications for more than 32 products. 29

However, it is noted that cotton cultivation consumes land, water, and agricultural inputs, and disposable cotton products still generate waste. Consequently, Purcotton’s sustainability positioning is understood as a brand strategy and material preference rather than an absolute claim of environmental superiority for every product.

Purcotton occupies a unique space in the consumer market, bridging healthcare, personal care, mother-and-baby products, textiles, and home lifestyle. Its differentiation lies in using medical-industry experience and cotton technology to build a comprehensive everyday lifestyle around cotton.

The brand’s visual and commercial identity consistently emphasises:

• Natural: Cotton presented as a plant-derived material
• Softness: Prioritised in skin-contact products
• Safety: Linked to Winner Medical’s 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 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 30

Advantages

1. Technical background: Access to Winner Medical’s decades of medical cotton manufacturing experience. 22
2. Material technology: Proprietary 100% cotton spunlace nonwoven technology. 23
3. Brand association: The name “全棉时代” immediately communicates cotton as the central value proposition.
4. Consumer ecosystem: Coverage across life stages from infancy to adulthood and parenthood.
5. Retail footprint: Integrated physical, e-commerce, social-commerce, and supermarket presence. 24

Challenges

• Cost: Cotton-based products often carry a higher price point than paper or synthetic alternatives.
• Sustainability nuance: Environmental claims require careful qualification given the resource intensity of cotton cultivation.
• Competition: The brand competes against traditional tissue makers, baby-care brands, feminine-hygiene companies, apparel firms, Japanese/Korean brands, and emerging Chinese consumer labels.
• Category dilution: Expansion into clothing, bedding, and cosmetics requires maintaining a clear rationale for choosing Purcotton over specialised competitors.

As of 2026, Purcotton is best understood as a large Chinese cotton-focused lifestyle and consumer-health brand. Its evolution has progressed through three distinct stages:

1. Medical technology: Winner Medical develops expertise in medical cotton.
2. Cotton innovation: Development of 100% cotton spunlace nonwoven technology.
3. Consumer lifestyle: Application of material technology to tissues, wipes, feminine care, baby care, clothing, and home textiles.

This trajectory explains why the brand’s identity remains intrinsically linked to both medical manufacturing rigour and cotton-based lifestyle products. 25

Further information regarding the brand’s history, technology, products, and sustainability initiatives is available via the Purcotton official website. The parent company, Winner Medical, also provides corporate disclosures and brand overviews. 26

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. Products
16. Our production capacity
17. Products
18. Living with Purcotton
19. Products
20. Products
21. 全棉时代
22. sec.gov
23. 品牌价值_关于Purcotton_全棉时代品牌官网（PurCotton）-全棉改变世界！
24. Brands of Winner Medical – Winner Medical
25. 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
26. Our History – Purcotton Canada
27. About us – Purcotton
28. 全棉时代服务网点-全棉时代专卖店-全棉时代联系方式
29. 佛罗伦萨小镇官网-名品奥特莱斯-奢侈品牌正品折扣店
30. Purcotton Cotton Times (Chongwenmen New World Department Store Phase 2 Shop) in Beijing China – Apple Maps