Pharmaceutical giant Wanxi Pharmaceutical has been cultivating large agricultural and health food industry for many years, from the cultivation base of Chinese herbal medicines to Chinese medicine health care products, from food ingredients to fast moving consumer goods, to health care institutes, step by step, and opened up two major industries of agriculture and health. Has become a typical sample of medicine and food homology strategy.

Food and medicine are also being used together. How does Wanxi Pharmaceuticals layout its health?

The companies doing agriculture may not be familiar with Wanxi Pharmaceuticals, but they have mentioned the Zhongjing mushroom sauce that has engendered an upsurge of nutrition and dietary sauce in recent years. I believe that the food industry, especially the condiment industry, is not known to everyone.

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.

Wanxi Pharmaceuticals standardized food ingredients from the first sensory index to the launch of Zhongjing Mushroom Sauce, setting off an upsurge of nutrient tableware sauce, and then establishing Zhang Zhongjing Medicine and Zhang Zhongjing Health Center in Mohe Hebei Village to create a medical health complex. Now, Wanxi Pharmaceutical Group and its subsidiary Zhongjingda Kitchen Co., Ltd. (hereinafter referred to as Zhongjingda Kitchen) have started listing plans. The strategic path of its food and drug homology is becoming clearer.

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. At present, Wanxi Pharmaceuticals has at least laid out a number of "big health industries" such as "Chinese medicine health," "big kitchen," "big pharmacy," "great health," and "manufacturing of traditional Chinese medicine."

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”.

In midsummer, as the long-term brand marketing consultant, the Fulai consulting team visited the Zhangzhongjing health care facility in Mohejiao Village, where the ecological environment protection is in good condition, and water, air and other environmental indicators reach the natural state. It is one of the rarest pollution-free areas in the world. One of the natural Pure Land is itself an excellent place for leisure and health.

It is reported that the cooperation between Wanxi Pharmaceutical and Folai Consulting began in 2007. For eight years, Folai has provided systematic planning consulting services for Yueyueshu, Xiaoyao Pills, Western Ginseng and Yellow Pills, Taizijin Granules, and Zhongjing Mushroom Sauce. West Pharmaceutical's great healthy development road and become the most intimate strategic partner.

Zhang Zhongjing Health Care Institute adheres to the doctor's concept of “treating the disease” and sets up traditional Chinese medicine therapy centers to provide more professional medical baths, spas, spas, massages, moxibustion, and foot spas for people who are pursuing health. At the same time, Zhang Zhongjing Health Center has also opened. Music therapy centers, meditation rooms, painting and calligraphy studios, reading rooms, etc., Life and Mind repairing, God-like care, people's enjoyment of common physical and mental pleasure, is the general professional and comfortable resorts can not achieve.

In addition, Mohe (Daxinganling) produces high-quality wild blueberries, which is the capital of Chinese wild blueberry. Wanxi Pharmaceutical Group has established a base of 10,000 mu of wild blueberries and established Daxinganling Arctic Blue Food Co., Ltd., following Zhongjing’s mushroom sauce, Fuklai will Continue to provide brand marketing consulting services for Zhongjing Kitchen.

The model foundation from Chinese medicine agriculture to food agriculture

Good products need the control of the source. Wanxi Pharmaceutical has always adhered to the pharmaceutical concept of “good medicine and good medicine”. Traditional Chinese medicine agriculture is an important layout section. 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 2014, Zhongjingda kitchen achieved a national layout with an output value of more than 600 million yuan. Zhongjingda kitchen has signed with more than 100 professional cooperative organizations of mushrooms and 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.

The key points of the three major industries that must be known in the era of big agriculture, big health and compound industry

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. Tasly's Pu'er tea was once placed in high expectations by the industry, but the market has not been bought, and Jiang Zhonglan drink was also questioned as “a concept of health care”.

Therefore, in the large agriculture and health industry where the industrial boundary is increasingly blurred, the cross-border health industry is not only an advantage, but also the continuity of the inheritance of the industry value.

Brand value gene extension instead of simple commodity conversion

Enterprises that are preparing to enter the fast-moving consumer goods field often have strong corporate influence and brand awareness in their own industry fields. However, whether the company’s intangible resources can be used again in new industry sectors is a question worth pondering. . Because the social public facing companies and brands are now undergoing subtle changes, the targeted consumer groups have been completely changed, and it is difficult to have a better continuity.

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 gene of “good medicine and good medicine”. Therefore, the value of shiitake mushroom paste such as "true and true nutrition" and "Western Xixia shiitake mushroom" support the continuity 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.

Transfer of consumer groups, copying marketing methods will not work

Although OTC drugs also belong to FMCG products, they all seem to be 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 about Evergrande brand power, but it is a brand name and gene of real estate and football industry. After extending to FMCG products, especially after high-end kitchen table foods, Evergrande Bingquan can hardly call the market for its future agriculture. The layout will also face insurmountable brand challenges.

The key period of the industry layout, to seize public resources is to seize the gold signboards

Behind the big agricultural big health is rich cultural resources, and it is the most important rule for industry occupation, value grabbing and brand building.

Based on industry characteristics, endorsement of public resources often determines the starting point and development space of 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, and was destined to be popular in the Central Plains from the very beginning.

The preemption of public resources allows Wanxi Pharmaceutical's brand power to be highly effective. This is the power of brand creativity. However, if companies want to make full use of the power of such intangible assets, they must have the vision and understanding at the brand level and be able to “find and then move”. So as to achieve the effect of "winning without war".