How do pharmaceutical giants chase the big health industry?

As the large-scale agriculture and health industry surges, pharmaceutical companies with natural advantages in the health industry have begun to rush. In recent years, the Zhongjingda kitchen under Wanxi Pharmaceutical has not only been engaged in food ingredient production for many years, but also introduced Zhongjing mushroom sauce. , Leading product category innovation, set off an upsurge of nutrition and dietary sauce.

Recently, Zhongjingda Kitchen Co., Ltd. officially launched the A-share listing. Zhongjingda’s kitchen was first listed in the Zhongjing Grand Pharmacy, and Wanxi Pharmaceutical’s great health plan is evident.

Food and medicine, medical advantages, big health industry structure of the agricultural industry may not be familiar with Wanxi Pharmaceutical, but filed in recent years, the rise of nutrition table sauce Zhongjing mushroom sauce, I believe the food industry, especially the condiment industry I do not know nobody knows.

As a matter of fact, Wanxi Pharmaceutical had already begun to lay out along the strategic direction of "medicine and food homology" ten years ago. It developed the two health industry sectors of medicine and food, and gradually developed into an industry, agriculture, and business based on industry. , science and technology, medical care, health, etc. as one of the health industry chain.

Now Wanxi Pharmaceuticals has formed two clear production lines: one is the development of the traditional Chinese medicine industry from the Chinese medicine industry, and the development of commercial medicine and traditional Chinese medicine; the other is the cultural concept of homology along the food and medicine, the development of healthy foods and the extension to Health care.

As a Wanxi Pharmaceutical company, Zhongjingda Kitchen Co., Ltd. is just a pawn in its "big health industry chain." At present, Wanxi Pharmaceuticals has at least laid out a number of “big health industries” such as “Chinese medicine health”, “big kitchen”, “big pharmacy”, “big health”, and “manufacture of Chinese medicine”. Any of these plates can be obtained independently. The A-share market is a hot concept.

In the Chinese medicine health section, Wanxi Pharmaceutical has already established the “Zhang Zhongjing Health Center” in Sanya and Mohe, and has entered the pension real estate. Located on the southeastern coast of Hainan, Qingshui Bay, less than 40 kilometers away from Sanya, Hainan Zhang Zhongjing Health Center is located in Mohejiao Village, the northernmost part of China’s territory. It is the only place in China that can appreciate the “Aurora Borealis”.

The Zhongjingda kitchen has achieved a national layout in just six years, with an output value of more than 600 million yuan. Zhongjing mushroom sauce can be described as “having great merit” - it will be listed in 2010, from 50 million to 1 billion to 2 billion. After three years sales exceeded 300 million yuan. “Initially, instead of seeing the advantages of raw materials for local natural mushrooms and entering the mushroom industry, Wanxi Pharmaceuticals saw the advantages of healthy food ingredients of mushroom products, developed new healthy foods based on the standards of pharmaceuticals, and opened up the big health industry chain. Wanxi Pharmaceutical has a strategic layout for the health industry," said Wansi Pharmaceuticals.

"Company + base + farmer", from traditional Chinese medicine agriculture to good food and agricultural products need to control the source, Wanxi Pharmaceutical has always adhered to the "good medicine, medicine is good," the pharmaceutical concept, Chinese medicine agriculture is its important layout. It has established medicine bases in four provinces of Henan, Anhui, Hubei, and Fujian. Among them, the five major medicine bases of Hawthorn, Rehmannia, Yam, Hemorrhoids, and Yaxie have passed the national GAP certification and adopt the company’s industrial development model of adding bases and farmers. West Xixia County has established a base of 200,000 mu of hawthorn to gradually standardize, standardize and specialize the cultivation of Chinese medicinal materials.

Wanxi Pharmaceuticals replicated the business model of “company + base + farmer” in traditional Chinese medicine agriculture. In 2013, Zhongjingda kitchen achieved a national layout with an output value of more than 600 million yuan. Zhongjingda kitchen was signed with more than 100 specialized cooperative organizations of mushroom farmers. The acquisition agreement guarantees the supply of raw materials for mushrooms.

After relying on the advantages of Xixia specialty shiitake mushrooms, Wan Xi Pharmaceutical is also planning to develop blueberries and red beans in Daxing'anling after the successful launch of Zhongjing Lentinula. “Wanxi Pharmaceuticals has established Mohejiao Zhongjingda Kitchen Co., Ltd. in Mohe, Heilongjiang. With the extension of Wanxi Pharmaceutical's big health industry chain, we will also develop natural ingredients in Daxing'anling in Heilongjiang, including blueberries and red beans.” Wan Xi Pharmaceutical Chairman Sun Yaozhi introduced.

This kind of "company + base + farmer" breeding mode is not unfamiliar to agricultural enterprises. Many large-scale agricultural enterprises such as hawk farming and animal husbandry have adopted this integration method. The experience of pharmaceutical companies in the strict management of medicinal herbs has become the first-mover advantage in quality control after entering the agricultural industry.

In the age of large agriculture, great health complex industry, the three key points of cross-border health are in fact what Wanxi Pharmaceuticals is doing is the integration of big agriculture and health. In the long-term observation, Folai found that the upgrading and development of the agriculture and health industry will enable the two industries to cross-industry across industries. Simply put, the health of agriculture and the agro-industrialization of health industry. In the future, a new type of industry will emerge, namely the "big agriculture and health complex industry."

Agriculture generally starts at the base of the upstream of the industrial chain and gradually develops downstream. At the very beginning, it started to carry out base construction and gradually moved towards raw material trade - table foods - deep-process fast food products - health products. The more the industry develops, the more it pursues modernization, high value and health, and is an upgrade of products and industries.

The health industry generally starts from the downstream of the industrial chain and gradually extends to the upstream of the industrial chain. It starts with healthy products and even pure medicines. After that, the health products are foodized, digested and dailyized to make it more convenient and reliable. Healthy and effective foods benefit consumers. In the future, we will build bases like agriculture, and ensure the quality and health of medicines and healthy foods from the raw material side. At this point, the health industry is more and more like agriculture and agriculture.

COFCO Tunhe is a typical agricultural industrialization enterprise. He has seedlings and bases at the forefront of the industry. There are vats of tomato sauce export trade products, and table and food products and fast-food products include fruit and vegetable beverages such as tomato sauce and tomato sauce. The highest end of the health value is also the lycopene, the pure natural health product at the end of the industry.

A collagen is a "pharmaceutical," and it is taken out of the medicine box and put on a snack table. "Ejiao Crystal Jujube," "Peach Blossom Kyi Ejiao Cake," and "Lianjiao Honey Cream," the market soared from 600 million to 5 billion.

However, we also see that many pharmaceutical companies do not pay for the cross-border health products market. The Pure Pure Water introduced by Harbin Pharmaceutical, Guizhou Braun’s functional beverage “Aitrans”, as well as Yunnan Baiyao’s Yangyuan Youth Shampoo, Pien Tze Huang’s eye cream, etc., all reacted flatly to the market and even caused disgust.

Therefore, in the large agriculture and health industry where the industrial boundary is becoming more and more blurred, the cross-border health industry is not only an advantage but must also pay attention to industry barriers.

Brand value gene extension, rather than simple commodity conversion companies that are involved in fast-moving consumer goods, often have strong corporate influence and brand awareness in their own industry sectors, but whether the company's intangible resources can be in the new industry sector Using it again, this is a question worth pondering. Because the social public facing companies and brands are now undergoing subtle changes, the targeted consumer groups have completely changed and it is difficult to achieve a unified influence.

Essentially, pharmaceutical companies have a natural advantage in the big health industry, but new products introduced across the border must be able to extend the value genes of companies and brands. If they violate the brand's original value genes, the advantages will become an obstacle.

Wanxi Pharmaceutical has always adhered to the value genes of “good medicine and good medicine”. Therefore, the value of shiitake mushroom paste, such as “true and true nutrition” and “Western Xixia shiitake mushroom”, is a good extension of Wanxi Pharmaceutical's raw materials and quality. pursue. The recognized core value of Yunnan Baiyao lies in its anti-inflammatory and hemostatic effects. Therefore, both Band-Aid and toothpaste can be rapidly recognized by the market. Shampoos can hardly resonate.

Consumer groups shift, copy marketing methods do not pass through OTC drugs Although they also belong to FMCG, it seems that they are all transforming roles in the fast moving consumer goods sector. But after all, they are two industries with different attributes! There are still many differences in marketing methods. Regardless of whether a pharmaceutical company makes food or a food company makes health products, it is necessary to have a deep understanding of the characteristics of the industry's market and cannot copy the original methods.

Guizhou Braun’s “Aitrans” functional beverage is frequently exaggerated for publicity and questioning. It is in marketing that it does not grasp the marketing rules of fast-moving consumer goods. It sells beverages by using drugs and emphasizes efficacy.

Since many enterprises that have extended industries have already had a certain scale and brand power, after cross-border, they often overestimate the company's original influence and brand effect, and mistakenly believe that the public influence of a company can be applied to any market. The various consumption levels.

There is no doubt that Evergrande brand power, but that is the value of real estate and football industry. After extending to fast-moving consumer goods, Evergrande Ice Springs can hardly call on the market. Its future agricultural layout is equally worrisome.

In the critical period of industry layout, the occupation of public resources is to seize the gold signboards based on industry characteristics. Public resource endorsement often determines the starting point and development space for a brand. It is now in the period of large-scale agricultural and health industry rush to run the layout. Whether it is brand culture, regional specialty products, or unique crafts, it is a scarce resource, seizing one less, seizing public resources, and seizing the golden signboard.

From the redevelopment of the Zhongjing brand to the mushroom sauce, the public resources are effectively seized and utilized.

At the end of 1998, Sun Yaozhi, chairman of Wanxi Pharmaceuticals, acquired Nan Zhong Zhongjing Pharmaceutical Factory, which was heavily indebted, with a one-time investment of RMB 8.08 million and unconditional receipt of 150 workers, and obtained the “Zhongjing” trademark. From the perspective of the time, Sun Yaozhi paid a too high price for a small, broken factory, but he was nevertheless treasured, because the brand “Zhongjing” was a successful acquisition of public resources. With this valuable public resource, the brand has a strong endorsement.

In the branding of Zhongjing Mushroom Sauce, Fulai has searched for a large number of creative symbols for Zhongjing Mushroom Sauce. And finally selected the children's song "Mushrooming Girl", which is the largest public resource! The spread of energy is huge and must be quickly seized. With the familiar melody, Zhongjing mushroom sauce conquered the hearts of consumers. From the very beginning, it was destined to be popular in the Central Plains, and be fragrant.

The arrival of the great agricultural era of great health is an economic rule and a global trend. This is a practice that developed countries have already adopted! Our country has also reached this historical node. In my opinion, the integration and symbiosis of the two major industries, big agriculture and large health, will form a compound industry law that will profoundly affect China's market landscape for the next two decades. Entrepreneurs are concerned about early, start early!