[Global Network Comprehensive Report]Facing the increasingly fierce competition in the industry, a good brand image is becoming an important “soft power” for domestic pharmaceutical companies to win the market and consumers. Based on the current status of the development of industry branding, the Global Times Public Opinion Center released the “Pharmaceutical Enterprise Brand Development Report” and the “Pharmaceutical Enterprise Brand Development Index” during the 2021 West Lake Forum on China’s Big Health Industry on the 14th of this month. At the 2021 pharmaceutical enterprise brand roundtable meeting held on the same day, Jack Ma, general manager of Zhongjing Wanxi Pharmaceutical Marketing Company, delivered a speech saying that 20 years ago, Zhongjing Wanxi Pharmaceutical put forward the slogan “Medicinal materials are good, medicines are good”, highlighting that quality is the brand. Basically, only good quality can build a better brand influence.
Since the outbreak of the new crown pneumonia epidemic last year, traditional Chinese medicine and integrated traditional Chinese and Western medicine have played an important role in clinical treatment and have also provided new opportunities for the development of Chinese medicine companies. At the beginning of this year, the General Office of the State Council issued a notice on several policy measures to speed up the development of Chinese medicine characteristics, injecting development momentum into the Chinese medicine industry at the policy level.
Regarding the current market environment faced by the Chinese medicine industry, Jack Ma analyzed in his speech that as Western patent medicines face a decline in gross profit after “purchasing in quantities”, Chinese medicine will become a special supplement in the future. Regarding the development of traditional Chinese medicine, Ma Yun summed it up as “four regressions”: classic return, ecological return, quality return, and academic return. At the same time, the future development of traditional Chinese medicine will be a “classic road to large varieties”.
For Zhongjing Wanxi Pharmaceutical, the company began to study how to promote classic Chinese medicines in 2019, and proposed a “3 minutes to explain classics” in 2020 to empower product sales and retail. Jack Ma explained that the ultimate goal of “Explaining Classics in 3 Minutes” is to clarify the advantages and disease types of classical Chinese medicine in a particularly easy-to-remember and focused way, and to re-explain the essence of Chinese medicine.
In the process of “telling classics in 3 minutes”, Zhongjing Wanxi Pharmaceutical established a classic Chinese medicine value evaluation model, and conducted standardized research on the question of “how classic Chinese medicines come from”, including technology and raw materials from multiple perspectives. Zhongjing Wanxi Pharmaceutical also studied classic Chinese medicine with experts from various fields, repositioning classic products from the perspective of respecting history and digging into the ancestors, and proposed the “five parts and sixteen methods.” Ma Yun said that Zhongjing Wanxi Pharmaceutical has studied classic brands in terms of product positioning, theoretical basis, disease analysis, medication plan, dosage form notes, etc., reflecting the classic value of traditional Chinese medicine.
Compared with the past talk about function and main treatment, Zhongjing Wanxi Pharmaceutical has made innovations in the form of educating consumers. It has launched picture books, reading books, videos, shorthand cards, etc., which vividly interpret Chinese patent medicines in multiple forms. Jack Ma said that the purpose of “telling classics in 3 minutes” is to enable employees to speak and empower customers; customers can use it, consumers can accept it, and serve as a drain for the company. This will be a correct “open way” to deliver classic Chinese medicine by audience, level, time, space, and content.
“Ultimately, we want to contribute to the goal of’Healthy China 2030′ through the ‘3 minutes to explain the classics’, and work with our strategic partners to contribute our own strength to the promotion of Chinese medicine culture, the confidence of Chinese medicine culture, and the revival of Chinese medicine culture “Ma Yun said.
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