Ali Health creates a “Natural China” medical brand

On October 9, Ali Health officially held the “National China” brand strategy conference at the Xixi headquarters in Hangzhou, Alibaba. In fact, the "nourishing China" has been brewing for a long time. Starting from June this year, according to the previous report of the medical valley, Ali Health has successively cooperated with the Ningxia Hui Autonomous Region Agriculture and Animal Husbandry, Qinghai Province Yushu Tibetan Autonomous Prefecture People's Government, Panlong Yunhai. The government and enterprises have signed a strategic cooperation agreement to jointly promote the cooperation of local medicinal materials and brand building. At the same time, the Tmall Medical Museum has also begun to improve the operation of the “Natural China” website program. Currently, if you search at Tmall Medical Center Related health products, tonics, or directly into the “Natural China” keyword, the search results page will display products labeled “Nutritional China”.

At the press conference, Kang Kai, general manager of Tmall Pharmaceutical Health Division, also signed strategic cooperation with local government representatives in the core areas of Liaoning, Jilin, Ningxia, Yunnan, Shandong, Zhejiang, Anhui and other provinces. The agreement jointly launched the “National China” brand plan.

　　 So what is the idea of ​​“nourishing China” or what expectations it has?

Attempt of multiple needs

From the consumer side, with the improvement of the living standards of Chinese residents, consumption has changed from the past economy to the quality. At the same time, after solving the living needs such as eating, drinking, and using, people began to return to the material itself, that is Living, and living a long and healthy life, especially in China, a country with a history of five thousand years of Chinese medicine, health, nourishing can be said to have penetrated the bone marrow, which is why the health care products market continues to grow, the local "pasting festival" is hot However, at the same time of the hot, consumers are also facing the situation that health care products, tonics are mixed, and adulterated fake products are endless. It is impossible to really identify what kind of products are good quality.

From the relevant levels of government, with the deepening transformation of China's economy, the future industrial economy and high-tech enterprises will increasingly shift and concentrate to the cities such as the Yangtze River Delta, the Pearl River Delta, the Bohai Rim, and the provincial capitals. In other parts of China, the rest is resource, agriculture and tourism economy. Under this circumstance, how to make a small number of industries bigger and stronger has become a matter that the government needs to carefully ponder. In terms of districts, under the guidance of the entire health consumption upgrade, how to strengthen the brand, upgrade local enterprises, and expand the industrial chain will inevitably become the direction of local governments.

For Ali Health or Tmall Medical Museum, after years of operation, accumulation and customer feedback, on the one hand, we have fully seen the enthusiastic demand of consumers for tonics and health products. On the other hand, the entire pharmaceutical e-commerce industry is still in the doldrums. Separatism also requires new means and methods to strengthen its position in the industry and lead the development of the business.

For branded pharmaceutical companies, in addition to strengthening the brand, more quality channels are needed to expand their revenues and accumulate more industry experience. Wang Jiliang, vice president of Beijing Tongrentang Health, said at the press conference that we are always full of crisis awareness, see hidden challenges after prosperity, the impact of e-commerce on traditional physical sales models, the awakening of public health awareness, and brand rejuvenation and re-engineering. Opportunities and challenges are what companies must face.

Based on a variety of factors, the brand “Natural China” was born. Kang Kai, general manager of Tmall Pharmaceutical Health, stressed at the press conference that “Natritating China” is not just a brand of Ali Health, but needs to be with Government, brand companies, industry associations work together to create a brand.

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