Nestle, Pepsi, Procter & Gamble, Unilever, L’Oreal and other companies looking for Chinese herbal medicine in China new “sweet spot”, multinational corporations are trying to cater to the growing rise of the Chinese concept of the natural life – a new multinational companies tap the potential of Chinese herbal medicine
Standing row over Chinese wolfberry, Sterculia lychnophora 70 kinds of Chinese herbal medicine and other tall transparent glass shelves before, if not appearance differences, Swiss Bo standing proudly (Olivier Ballevre) Zuotang more like a Chinese medicine doctor. His actual identity is Nestle R & D Center Co., Ltd. General Manager of Beijing. Swiss Nestle food company in October 2008 in Beijing, the construction of China’s second R & D center, where apart from having such an “in pharmacies,” the name of each room are also “clove”, “yam” and other traditional Chinese medicine name. Bo standing proudly task is to Chinese food culture and the combination of modern biotechnology to find a new nutrition research methods.
Nestle would have its truth. Prior to this, Nestle has moved from the ancient Chinese wolfberry begun to taste the sweetness of red fruits. In Malaysia, Chinese wolfberry ingredients listed there, “Maggi jujube chicken porridge” in the local market has been welcomed; the health market in Singapore, Le cordyceps material condensed soups, also has been recognized by consumers. Therefore, the origin of Chinese herbal medicine in China, Nestle, think even more opportunities to benefit from China’s traditional medicine pharmacopoeia look for inspiration.
As head of R & D, Parkinson standing proudly give a free hand, including two Chinese medicine practitioners to explore, including Chinese colleagues, who are doing more integration work. Six years down, Bo standing proudly from the very beginning of the Chinese know nothing about, and now in love with a complete Chinese life, even when they put some wolfberry tea, chrysanthemum. “If you make something only the Chinese sample, but not within the tunnel, other people feel, or the set of foreigners.” He said very seriously.
Let Bo standing proudly welcomed the fact that, and now agree with his point of view of not only Chinese. Last year, PepsiCo CEO (CEO) Indra K. Nooyi (Indra K. Nooyi) visit to China, and afterwards someone asked her, “You know in China, 10 days from what?” She replied: “I am a university to understand traditional Chinese medicine . people to get back in accordance with the guidance of traditional Chinese medicine, diet. So the challenge we face is how the integration of traditional Chinese medicine with Pepsi’s products are cleverly together. ”
Pairs of Chinese herbal medicine has shown great interest in multinational companies, including fast moving consumer goods company Procter & Gamble and Unilever, as well as the cosmetics company L’Oreal, etc.. In view of these companies, with domestic consumption will start to upgrade, pro-nature, “happy living” the emergence of the concept, traditional Chinese medicine emphasizes natural, Sibu and other health philosophy and is working with the new social trends and concepts in life-phase fit. As long as the product right path and do not understand the previous herbal multinational companies is entirely possible to find in this new world magic formula.
In fact, the use of Chinese herbal medicine research and development, multinational corporations as early as 10 years ago has begun to try.
For up to three years of careful study of the market, P & G in 2000 introduced the “ASCEND” shampoo, which is a prominent efficacy of herbal and black hair products. Nestle has launched containing chrysanthemum, aloe and other ingredients of the “water conservation” series of drinks. However, for various reasons, then do not attempt to gain market success. Although this does not allow multinational companies to completely abandon the chance to find herbs, but most are beginning to adjust their thinking into the long and No timetable for the research and development phase.
Until some Chinese enterprises in the Chinese herbal product development, in a more rapid rate of agile, more precise product positioning and marketing tool to achieve success, multinational corporations began to re-invest in this field enthusiastic. In 2005, Yunnan Baiyao into the toothpaste market, initially greeted with at least a lot of criticism, but by virtue of a “stop bleeding” effect of the positioning, four-time increase in sales from 30 million to 1 billion, its price positioning apparently eating in one fell swoop the Procter & Gamble, Colgate-Palmolive and other foreign companies to guide the high-end market pie. “Family medicine” Overlord Group, through the advocacy of Chinese medicine to support the concept of hair to get the male shampoo market has become another area of the Japanese horses “dark horse.” Wong Lo Kat herbal tea beverage is the traditional all-season fashion into a drink. According to the study revealed, “Wong Lo Kat” herbal tea in 2007 entered the rapid growth phase of over 8 billion by 2010, herbal tea is expected to reach 6 million tons of production and sales has become the beverage giant Coca-Cola and Pepsi can not be belittled rival.
TNCs to see a new door is being opened. Summing up the successful experience of Chinese enterprises, in addition to relying on a strong marketing campaign, the hands of Chinese companies have a core of weapons is to have a time-honored brand, or confidential formula. Global strategy consulting firm Monitor Group Managing Director of China, Liu Yugang that “transnational corporations now realize that ‘Chinese herbs’, although a high elimination rate of the subject, but if successful there are a huge market potential. Product development, the marketing strategy is also crucial to success. how the newcomers living on the need to find differentiated positioning, and branding reach of effective emotional appeal. ”
Find the secret, the multinational companies quickly copied the experience of local companies. Unilever’s Sunsilk brand recently re-launched containing Ganoderma lucidum on the composition of the shampoo, which has repeatedly stressed in the promotion of “technology provider, Nanjing Tong Ren Tang Pharmaceutical Co., Ltd.” message. It is understood that negotiations by both sides through consultations, the brand reached a strategic partnership to expand the field – Nanjing Tong Ren Tang Chinese herbs in the Unilever anti-hair loss shampoo and hair care products as a technical advisory side, provide the necessary guidance and service.
In addition to the traditional Chinese medicine to seek long-established technical support, while positioning makes all the difference. In the Sunsilk brand appears, Ganoderma lucidum is the tonic, with enhance immunity, protect the hair roots effect. Adoption of such elements can not repeat the idea of local enterprises. King has been occupied since the anti-hair loss men’s market, but so Sunsilk Lingzhi formula flagship product is a feminine line.
The Nestle recently introduced the “Yi Yang” high-end health of liquid milk drinks, the hawthorn, jujube, aloe ingredients added to the product. Nestle appears, using elements of Chinese herbal medicine but it is also aimed at the younger consumers, milk, currently on the market is still blank.
If only because the Chinese enterprises to open up the road and then to identify opportunities for multinational corporations is clearly not satisfied. The lack of local pure descent, but to multinational corporations began to traditional Chinese herbal medicine and modern technology combined with another new record, digging more market potential.
L’Oreal acquired Yue-Sai has been attempted to make a difference. Shanghai Pudong Yue-Sai laboratories, a variety of natural medicinal plants in here together, in the study amply demonstrated in front of the experts of their skin care talent. In Chinese medicine, there is a lot, such as whitening, maintaining their youth, beauty qi prescription, Yue-Sai hope that we can derive inspiration. But the digestion and absorption of these prescriptions is only the beginning, if we find an interesting composition, on the use of modern methods in artificial skin cells, experiments to prove that it does work. Those who are particularly good in developing new products will become a main ingredient.
R & D in Japan, Hong Kong MTM skincare brand based on traditional Chinese medicine on the traditional “four-Wu-Tang,” the formula of the new listings to Ganoderma lucidum, Chinese angelica, Sichuan dome, ground yellow for the composition of face cream, not cheap, but sell more than the expected 50%. Hang Yan Qu, founder, said: “The concept of traditional Chinese medicine herbs trend, but in the international market, a thorough understanding of the mechanism of traditional Chinese medicine also need to process.” To this end, specially in the store, he has adopted the “four things soup” to do on-site education.
In the herbal health effects, the international nutrition company Herbalife has also carried out excavations. From the original soy protein mix drinks, aloe in 2008 Nutritional Powder, Herbalife number of products around the world have been more than 100 species, involving apples, oranges, oats, ocean Huaihua, raspberries, blueberries and other fruits and vegetables plants. While the founder of Herbalife herbal and Oriental medicine is quite origins, but about the relationship between traditional Chinese medicine, its chief scientist, Dr. Henig, or use the “differentiated” to define, “we have adopted a Chinese herbal medicine is not for treatment of an illness is used to a balanced nutrition. “capsule is the race of its Cody Yushu in Qinghai Province by the Chinese development of the region’s natural Cordyceps sinensis, extract its active ingredients bat moth Paecilomyces mycelium powder, to achieve enhanced immunity effect of Cordyceps sinensis.
Compared to Japan-based multinational, fast moving consumer goods companies “Chinese”, “herbal” product’s success, with a direct relationship between traditional Chinese medicine and more multinational pharmaceutical companies are still at the learning how to come up with a real star products. In the more rigorous field of traditional Chinese medicine with modern medicine, and botany is still two entirely different theory of knowledge systems. How do I open up the boundaries between the two is still a large number of Chinese medicine-related products have emerged as well as the ability to be recognized by key international markets.
Source by weihua