23andMe China Competitor 23Magic Launches Nation’s First Ancestry-Only Test, Partners with Thermo Fisher on Custom 700K-SNP Chip

On April 26, 23Mofang, a Chinese mass-market consumer genetic testing brand, held a new product launch event in Beijing and announced the full adoption of custom biochips with over 700,000 detection loci.

Among the newly released products, not only is China’s first standalone ancestry testing kit included, but the suite of over 300 genetic health tests also sets a new benchmark for cost-effectiveness compared to previous offerings.

At the press conference, Zhou Kun, CEO of 23Mofang, stated that the genetic testing industry is currently divided into three main markets: first, the diagnostic market oriented toward clinical diagnosis; second, the forensic market for purposes such as paternity testing or criminal investigation; and third, the consumer market centered on exploring life and self-discovery.

23Mofang’s goal is to focus on the mass market. This is an industry in its early stages, and public and media perceptions still exhibit some biases. However, he believes that as a genetic testing company targeting the mass market, 23Mofang’s objective is to excel at helping users understand themselves.

Previously, Zhou Kun revealed to VCBeat that the purpose of consumer genetic testing is not to dictate how much control users should have over their health; rather, it aims to help users understand themselves so they can achieve self-management. “For example, through testing, users can learn about the relationship between their caffeine intake and their health. Once aware of their personal condition, users can decide for themselves whether excessive caffeine consumption is suitable for them. This is self-managed health care.”

Zhou Kun pointed out that 23Mofang experienced rapid growth over the past year, attracting hundreds of thousands of users and followers through social networks. These users have a strong curiosity about self-exploration. Some are curious about their ancestral origins from little-known ethnic minorities, while others are interested in their genetic health status. Genetic testing can satisfy their curiosity and enhance individuals’ understanding of life, thereby generating significant value for human life.

At the press conference, 23Mofang announced the launch of a customized biochip with the highest number of detection loci currently available in China. Developed in collaboration with Thermo Fisher Scientific, a global leader in life sciences, this chip features over 700,000 detection loci. Specifically, to support its newly launched ancestry testing service, 23Mofang has custom-designed more than 40,000 loci on the chip targeting the Y chromosome and mitochondrial DNA.

Prior to the press conference, 23Mofang officially announced a strategic partnership with Thermo Fisher Scientific. Fitz De Smet, Vice President of Thermo Fisher Scientific China, attended the event in person; the customized chip unveiled marks the first major milestone of this collaboration.

Alongside the chip launch, 23Mofang announced the opening of a new 600-square-meter biological laboratory. The facility was built in accordance with the standards for clinical medical testing laboratories and has obtained the corresponding operational license. At the press conference, Zhou Kun stated, “Although 23Mofang does not engage in genetic testing for clinical diagnostic purposes, we fully adhere to medical standards, with the aim of providing more professional services to the public.”

In August 2015, 23Mofang launched China’s first consumer genetic testing product featuring over 100 test items and priced under RMB 1,000, striving to create the most cost-effective consumer genetics offering.

At this press conference, 23Mofang launched China’s first standalone ancestry testing product, priced at just RMB 499. Compared with 23andMe, 23Mofang’s product design is better tailored to the characteristics of the Chinese population, and it covers a more comprehensive set of genetic markers.

Additionally, a family genetic tree feature has been introduced to provide family-based health screening, covering more than 300 genetic health tests.

23Mofang has always focused on online sales, aiming to save users significant costs by streamlining the marketing process.

Zhou Kun, CEO of 23Mofang, stated: “Since this is consumer-grade genetic testing, the price must not be too high. Since its inception, 23Mofang has been committed to developing direct-to-consumer (DTC) products with the best cost-performance ratio, aiming to truly popularize genetic testing among the general public and fulfill its corporate mission of ‘digitizing life to benefit everyone.’”