The time, the right place, and the harmony of people, the development of the Chinese medicine industry has opened the best "window period" in 2020.
In Wuhan, Hubei, and the whole of China, when the epidemic hit in the first half of the year, the Chinese medicine community was at the forefront of the war from beginning to end, led by 3 academicians, 773 national Chinese medical team members, and thousands of practitioners at all levels to build a life guard net. Traditional Chinese medicine was used in 74,000 confirmed cases across the country, with a total effective rate of over 90%. In this campaign, Chinese medicine has once again become the unique feature of China's fight against the epidemic that the world has focused on.
In the second half of the year, the Central Government’s “14th Five-Year Plan” and the “Promotion of the Inheritance and Innovation and Development of Traditional Chinese Medicine Opinions” put forward by the central government for the industry raised the vigorous development of Chinese medicine to the level of a national policy strategy, and proposed that the establishment conforms to the characteristics of Chinese medicine. Service system and other detailed planning.
With the impact of the new crown epidemic, the large-scale increase in public health management awareness has brought about the superposition of various factors of "human harmony" for the inheritance and innovation of traditional Chinese medicine, which has pushed traditional Chinese medicine into a new historical development stage.
On the industry side, relying on the trust of the people, Chinese medicine has also started to use the Internet ecology to set off a round of national innovation in the Chinese medicine industry. New methods such as cross-border marketing, live broadcast and fan interaction have refreshed some old Chinese medicine brands. Vitality.
Faced with the great changes of the times and the gradual rise of innovative thoughts in the pharmaceutical industry, leading companies in the Chinese medicine industry such as Zhongxin Pharmaceutical are forming a set of increasingly mature methodologies to respond to the opportunities given by historical trends and drive the entire industry to practice innovation, Improve the brand.
Phenomenal quick-acting Jiuxin pill
On December 12, 2020, at the 2021 New Year Forum of the Business School of Renmin University of China, 500 executives from the business world and senior academic experts discussed "integrating into the 14th Five-Year Plan and restarting new growth." Interestingly, most of these elites in their 40s and 50s, almost everyone carries a bottle of quick-acting heart-saving pills.
Is 2020 too exhausted? In fact, it is not. Just like the significance of the forum is to share positive energy of new civilizations, new lives, and new ideas, a small bottle of quick-acting heart-relief pills appears on such occasions, and more entrepreneurs and executives manage their own health. The concept of progress.
In recent years, the sudden death of some elites who are in the golden age of their lives has shocked people. Cardiovascular and cerebrovascular diseases are the leading cause of death among Chinese residents.
A set of shocking statistics shows that there are about 290 million people suffering from cardiovascular disease in China, of which about 13 million are stroke, about 11 million are coronary heart disease, about 5 million are cor pulmonale, about 4.5 million are heart failure, and about rheumatic. There are about 2.5 million heart diseases, about 2 million congenital heart diseases, and about 245 million hypertension.
As a well-known traditional Chinese medicine prescription drug on the market, Suxiao Jiuxin Pill has been cut into the market with first aid scenes from its birth, becoming a golden 4-minute first aid drug.
In addition, Suxiao Jiuxin Pills have become more and more common medicines for people over 40 years old who are burdened with high pressure and sensitive to health to prevent heart disease.
In fact, this is a classic case of a product brand subtly seizing the minds of users. If you pay close attention to observation, you will find that Suxiao Jiuxin Wan, a phenomenon-level product, builds brand trust based on user perception.
From making public welfare activities such as "World First Aid Day" into a brand event, making first aid a kind of behavioral advocacy, calling for first aid for all people to give the brand a sense of mission, to celebrities, variety shows, etc. actively mentioning the quick-acting Jiuxin pill, spontaneously in the self-media environment Form a brand traffic pool.
Use a series of interactive ways to reach young people, with the help of media matrix to form super traffic, from health science popularization to product concept transmission, so that the product concept of Suxiao Jiuxin Pills 40 years old and above can automatically form product identity and youth in the public. Brand impression.
There is no doubt that such drug brand operations are very rare in today's Chinese medicine industry. Judging from the market feedback on Suxiao Jiuxin Pills, there is no doubt that this state-secret Chinese medicine has achieved success.
Innovation Methodology of Zhongxin Pharmaceutical
The market success of Suxiao Jiuxin Pills is one of the achievements of Tianjin Zhongxin Pharmaceutical Group (hereinafter referred to as "Zhongxin Pharmaceutical") that has adhered to the inheritance and innovation of Chinese medicine for many years.
This "time-honored" pharmaceutical company, which is listed in Singapore and Shanghai and focuses on the development, production and sales of Chinese medicine products, has 4 "national treasure" Chinese medicines, 1 "national secret variety", and 3 "national secret varieties". There are 21 protected Chinese medicine varieties and 109 exclusive production varieties.
Zhongxin Pharmaceutical, which focuses on the research and development, production and sales of Chinese medicine products, has strong product competitiveness and profitability.
What is more noteworthy is that the traditional Chinese medicine industry, coupled with the background of a key enterprise in the state-owned assets system of Tianjin, has not restricted this pharmaceutical company from seizing the opportunities of the times.
In the past few years, through the internal release of management energy efficiency and the construction of incentive mechanism, product innovation, brand innovation, channel innovation to drive the development of enterprises has become a collective consensus within Zhongxin Pharmaceutical.
Regarding this innovative methodology, Sino-Singapore Pharmaceuticals focuses on extending the inheritance of traditional Chinese medicine to many scenes of modern people's lives and providing people with convenient medication services.
In fact, this is also caused by the change in the pharmaceutical industry from being centered on hospitals and pharmacies to being patient-centered. The reflection on the product side is to make adjustments in product details following user habits.
For example, another star-rated product of Zhongxin Pharmaceutical-Wuji Baifeng Tablets, 1 gram of tablets can replace the traditional 9 gram pill. This change is to be more in line with the living habits of modern people.
From the big honey pill which is not easy to swallow, to the Wuji Baifeng tablet which is more conducive to absorption. From the user's point of view, the seemingly simple change in the dosage form of the medicine is actually a very complicated project: 400 years of classic prescriptions, following 135 recipes In addition to the ancient process, it must be combined with modern technologies such as high-biochemical enzymatic hydrolysis and sugar-free film coating to give full play to the advantages of tablets.
It took eight years for Zhongxin Pharmaceutical to complete a representative innovation attempt in the Chinese medicine industry. From the results, after the tablets replaced the pills, the Wuji Baifeng tablets did not "drop powder", but gradually became a trend in the healthy consumption of women.
Using the Internet and other tools, from health science popularization to concept transmission, to user mental acquisition, and to continuously gain user trust with brand power and product power, the original intention of Zhongxin Pharmaceutical's reform is all from user experience.
| Ni Zhenguo, Deputy General Manager of Tianjin Zhongxin Pharmaceutical Group Co., Ltd.
Product innovation alone is still not enough to "close" to users. Changes in channels have also posed innovation challenges for pharmaceutical companies. How to get closer to users, how to reach users, and how to reach more users?
In the past, the drug channel model was nothing more than F (manufacturer) to B (pharmacy) to C (consumer) or FtoD (doctor) to C, but now, the penetration rate of the Internet in the field of medical and health services has increased, and F2C or O2O has become a new model. Greatly stimulated the rise of new pharmaceutical retail.
As early as 2017, Sino-Singapore Pharmaceuticals began to try to move the marketing system from offline to online, settle on e-commerce platforms, and develop new retail channels, just to get closer to users and to get closer.
Embracing the Internet and changing the traditional channel model in the past have brought Zhongxin Pharmaceutical the most direct user experience feedback, reviewing its own service positioning, and capturing and influencing users' consumption behavior through the marketing system.
Of course, the exploration of the industrial Internet for the pharmaceutical industry is still in its infancy. How to promote the construction of digital and intelligent channels in the pharmaceutical industry, and redefine products and services based on the user-oriented approach, at least has huge potential in the Chinese medicine industry.
Leader in the era of great health
In the next ten years, the big health industry that "serves people's full life cycle" will be the most important strategic opportunity for the development of the pharmaceutical industry.
According to the guidelines of "Healthy China 2030", the scale of the domestic health industry will reach 8 trillion in 2020 and 16 trillion in 2030. In the process of the transformation of the national economic structure to the service industry, great health is the pillar of the national economy. The industry exists.
Industry policies such as zero markup for medicines and equipment, 4+7 volume procurement, drug consistency evaluation, and Internet + medical health development opinions have been intensively introduced in the past six or seven years, and the changes in the pharmaceutical industry are clearly visible.
The product, marketing, and brand innovation of "preventing before disease" and "preventing disease before degeneration", which have been inherited for more than 2000 years of traditional Chinese medicine, are the most urgent development propositions for Chinese medicine enterprises in modern life.
Following the logic of "Traditional Chinese medicine takes inheritance as the source of innovation", looking at a typical Chinese medicine company like Zhongxin Pharmaceutical, the shortcomings of complementing service capabilities are placed in the first place.
The difference in service capabilities is an important reason for the development gap between traditional Chinese medicine and Western medicine. Due to the disorderly development of the traditional Chinese medicine industry in the past, the lack of research and investment in product service standardization, R&D and production modernization, and scientific development have also been negatively affected.
However, the traditional Chinese medicine industry is not without standardized and scientific products. The Suxiao Jiuxin Pill, which was born nearly 40 years ago, has actually precipitated a set of technological standards, and continuously uses modern technology to show the scientific nature of Chinese medicine to the public, helping users to truly establish a scientific concept of Chinese medicine and gain widespread trust.
In this regard, Zhongxin Pharmaceutical has never stopped its actions. In October 2020, the team of Professor Zhang Minzhou of Guangdong Provincial Hospital of Traditional Chinese Medicine and Zhongxin Pharmaceutical jointly launched a series of basic and clinical studies on Suxiao Jiuxin Pills in the treatment of acute coronary syndrome.
| From left: Dr. Zhao Xujie, Professor Zhang Minzhou, General Manager Li Yan, Chief Engineer Zhou Hong, Dr. Qi Jianyong
The clinical part of this study is to evaluate the effectiveness and safety of Suxiao Jiuxin Pills combined with conventional Western medicine to interfere with coronary microcirculation disorders using cardiac MRI and coronary intracavitary imaging. The basic research is to explore the effects of Suxiao Jiuxin Pills on coronary microcirculation disorders. The electrophysiological mechanism of ventricular fibrillation provides basic experimental support and clinical evidence-based medicine for the prevention of sudden cardiac death in traditional Chinese medicine.
The reason for this investment is that the purpose of Zhongxin Pharmaceutical is to be able to form rigorous standardized products that meet market needs in the design, technical application, and industrial development of Chinese medicine. In order to eliminate prejudice and doubts about Chinese medicine from the outside world, and at the same time to make the public more at ease in the use of medicine, it is a foreshadowing for the creation of a world-class brand of Chinese medicine.
In the process of the spread of the new crown epidemic to the world, it is entirely possible for Chinese medicine to release its brand value in a larger market, but we still need a lot of innovations like Zhongxin Pharmaceutical to break through the bottleneck of industry development. , An enterprise leading the internationalization of Chinese medicine.
Conclusion
See Weizhi book. From Suxiao Jiuxin Wan, a long-standing and up-to-date representative Chinese medicine single product brand, we have observed that enterprises in the Chinese medicine industry face a series of complicated market and social environments, and their innovation drive has changed the public In my impression, the traditional Chinese medicine industry emphasizes inheritance rather than innovation.
What is gratifying is that Suxiao Jiuxin Pill is leading a trend. More and more Chinese medicine products and brands have begun to focus on communication with users, and accelerate the overall innovation of Chinese medicine from a human-oriented perspective. This is a remarkable progress and the only way to build a first-class Chinese medicine brand.
Zhongxin Pharmaceutical, which has a rich brand asset of a time-honored brand of traditional Chinese medicine, takes "Inheritance is the cornerstone of innovation, and innovation is the life of inheritance" as the underlying logic of corporate development. While adhering to product quality, it actively embraces the Internet, embraces new user groups, and works hard. Building the brand's influence on the public mind, and forming a complete methodology to provide sample value for extensive innovation in the Chinese medicine industry.
Finally, we believe that the cultural concept of traditional Chinese medicine that has been passed down for thousands of years is highly consistent with the core of the "healthy China" advocated by the whole society today. This is the era that has given the traditional Chinese medicine industry to achieve first-class products, first-class enterprises, first-class brands, and begin to enter the international market. Historic opportunity.