Dong'e Ejiao Co Ltd, a Shenzhen-listed firm, announced the first brand that it will be direct selling to customers on Friday.

Direct selling is the marketing and selling of products directly to consumers outside of a fixed retail environment.

The Joylis brand consists of nine new healthcare products and two updated products containing ejiao — a traditional Chinese medicine made from donkey-hide gelatin.

Ejiao is credited with improving blood circulation and replenishing energy and Qin Yufeng, CEO of Dong'e Ejiao, said the Joylis-branded products would be the only ones in China that contain ejiao.

Sun Pu, general manager for the company's direct sales business, said the new sales channel will reduce the price of healthcare products containing ejiao by streamlining the sales process.

"In addition to healthcare products, our direct sales business will be expanded to cover experience-oriented platforms," said Sun.

Located in Dong'e county of Shandong province, Dong'e Ejiao Co Ltd received its direct sales license from the Ministry of Commerce in March last year, becoming the seventh pharmaceutical company in China to receive authorization for direct selling.