New Zhihui forum | Ma Sibao: Inheritance and innovation to reshape OTC brand value

JavaScript is required to play the video, and the browser is recommended The medical and health industry is in a critical period of transformation and upgrading, with both opportunities and challenges How can enterprises seize the opportunity, break through barriers and limitations quickly, and seize the market opportunity? On the way of brand empowerment and innovation, how can OTC enterprises reconstruct brand value? On December 28, 2019, under the guidance of China Pharmaceutical Materials Association and jointly sponsored by Sina pharmaceutical and China Pharmaceutical Materials Association think tank for food and drug industry, the "2019 China Pharmaceutical new wisdom forum" and "new wisdom 2019 pharmaceutical industry annual value pioneer list award ceremony" were held in Beijing In the interview room of sina pharmaceutical, I would like to talk with us about the coping strategies of enterprises under the transformation and upgrading of pharmaceutical industry, as well as how to maximize the benefits of innovative products and other hot topics Before answering this question, I'd like to introduce our company The predecessor of our company is Qingdao cod liver oil plant, which was established in 1950 In the early days of the founding of the people's Republic of China, the company accepted a mission in that era when materials were scarce It was to build a cod liver oil plant in the coastal area of Qingdao to solve the problem of rickets of children, which was prevalent at that time The forerunner of our company formed a team of experts to overcome difficulties When the first batch of cod liver oil went on the market, its quality was not inferior to that of a famous British company In that era, enterprises like Shuangjing pharmaceutical industry undertook more work on the road of national rejuvenation At that time, there was no current automatic production machine, all of which relied on people to do a series of production and R & D work At that time, the ingenuity of workers gathered In the 1980s, our Milky cod liver oil once won the silver medal of the national quality award In 1999, our enterprises and most of the state-owned enterprises at that time experienced restructuring After the enterprise restructuring, the brand structure was reorganized, such as the introduction of vitamin AD, cod liver oil, vitamin E, vitamin D and other series of products, which maintained a high quality level at that time when the technology was not too mature In the past, due to the lack of materials and the imbalance between supply and demand, it may be necessary for people to find products But in recent years, especially after 2013, product competition is fierce, which is an era of finding people for goods Based on the changes in the market, in 2014, we launched a main product, shuangjingyue vitamin D drops, which is a product of all ages, such as prevention of rickets in children and infants, satisfaction of nutrition supplement for pregnant women during pregnancy, and osteoporosis for the middle-aged and elderly Now we pay attention to the value return in this era Our products are just the value return generated by the current iterative upgrading of health needs I think at present, the pharmaceutical industry needs such a spirit of return We should focus on ingenuity, make drugs with ingenuity, and do a good job in product marketing with the spirit of value return, which may be a better marketing method at present In 2018, in order to develop the enterprise faster and better, we adjusted a brand strategy At that time, we put forward a concept called "one product for two products", three products bring one hundred products, use one product to market two products, and use three products to drive the growth of our 100 varieties In order to achieve this effect, we have made a three-step brand plan Our three-step brand plan is different from the marketing of some enterprises Nowadays, many products, FMCG, pharmaceutical products and other common ways of brand building are advertising, creating a lot of advertising varieties These advertising varieties are very popular during the advertising period, but once the advertising stops, you will find that they are in The market seems to have disappeared When we build our brand, we always focus on a core concept - service creates value and professional achievements in the future We aim at one word is "professional", so when we carry out the three steps of brand, everything is around the professional development, the first step is to build the enterprise trump card, the second step is to build the industry trump card, and the third step is to build the customer gold medal Any industry will meet opportunities and challenges in transformation and upgrading What are the opportunities? With the emergence of new technology, capital empowerment and new retail, these opportunities will break through our original barriers and limitations, and quickly spread out in a different way But there is a point that the pharmaceutical industry is always the industry of curing diseases and saving people It is always a traditional industry Pharmaceutical people need to be strict with themselves, and one thing they always have to do is to make good medicine so that consumers can use good medicine This is a red line No matter what degree of development, this is the foundation of our enterprise development Our company has been established for nearly 70 years and has been committed to the promotion of vitamins I hope we can use the spirit of ingenuity to continue our 69 year heritage and continue to do so I also hope that our industry can develop well and truly return to value Sina.com, with its high-quality media resources, can make such an innovation and focus on the medical and health industry with us I think this is an exciting thing for the industry I hope that more and more media like Sina can participate in the development of the medical and health industry and give some help to today's well-developed Enterprises Help them in the process of growing up, especially in the Internet era, to have their own direction, not lost, but also to move forward bravely.