Coochy Shave

Jun
22
2010

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Coochy Shave

Multinational corporations exploit the potential of new Chinese medicine herbal

Nestle, Pepsi, Procter & Gamble Unilever, L'Oreal and other Chinese companies in search of medicinal herbs in China new "sweet spot", the multinational trying to meet the design more natural life in China - a new multi-exploit the full potential of Chinese herbal medicine

Situated line of Chinese wolfberry, 70 types of Sterculia Lychnophora Chinese herbal medicine and other high clear glass shelves soon, if not the differences color, standing proudly Federer Bo (Olivier Ballevre) Zuotang more like a doctor of Chinese medicine. His true identity is Nestlé R & D Center Co., Ltd. General Manager of Beijing. The Swiss company Nestle Food in Beijing in October 2008, second building R & D in central China, where, in addition to "pharmacies", the name of each room are also "tooth" "Name" and another name for traditional Chinese medicine. Bo proudly task is the Chinese food culture as the totality of modern biotechnology to find new methods of nutrition research.

Nestle has its truth. Before that, Nestle has grown by ancient Chinese wolfberry begun to test the sweetness of red fruits. In Malaysia, Chinese wolfberry list of ingredients, boiled chicken Maggi jujube "on the local market has been well received, the health market Paris, The cordyceps material condensed soups, has also been recognized by consumers. Therefore, the origin of Chinese medicine herbal in China, Nestlé I think more opportunities to enjoy traditional Chinese medicinal pharmacopoeia look for inspiration.

As Chief R & D, proudly standing Parkinson give a free hand, including two Chinese medicine practitioners to explore, including Chinese colleagues, who make work more integration. Six years later Bo proudly at the beginning of Chinese know nothing, and now in love with Chinese life completely even when they get some tea, wolfberry, chrysanthemum. "If you do something that only the Chinese sample, but not within tunnel, people feel, or set foreigners. "I said seriously.

Bo Let stand proudly welcomed the fact that, and now agree with your point of view not only of China. Last year, PepsiCo Chief Executive Officer (CEO) Indra K. Nooyi (Indra K. Nooyi) visit to China and then someone asked: "You know in China, 10 days from what?" She replied: "I am a PhD to understand medicine Traditional Chinese. People to be in compliance with the guidelines of traditional Chinese medicine, diet. Thus, the challenge we face is how the integration of traditional Chinese medicine with Pepsi products are skillfully combined. "

Pairs of Medicine China has shown great interest in multinational companies, including consumer Procter & Gamble and Unilever, as well as society L'Oreal cosmetics, etc. In view of these companies, domestic consumption began to update, nature, "live happily" in the emergence the concept of traditional Chinese medicine focuses on natural philosophy Sibu and health and working with new social trends and concepts life in the adjustment phase. Although the product the right way and do not include Herbal former multinationals is quite possible in this new world of magic formula.

Copy cons

In fact, using the research of Chinese medicine herbal and development, multinationals 10 years has begun to try.

For up to three years A careful study of the market, P & G in 2000 introduced the ASCEND "shampoo, which is a remarkable effectiveness of hair care products herbal and black. Nestlé was launched with chrysanthemum, aloe and other ingredients of the conservation of water "drinks. However, for various reasons, then try not successful on the market. Although this does not allow multinational companies to completely abandon the possibility of finding herbs, but most begin to adjust their thinking in length and no timetable for the phase of research and development.

Even some Chinese companies Development of herbal products in China as a faster pace quick agile, more precise product positioning and marketing tool for success, multinational corporations have begun to reinvest in this fan on the field. In 2005, Yunnan Baiyao in the toothpaste market, at least initially received much criticism, but by virtue of bleeding "stop" position effect, multiply by four times the turnover of 30 million 1 billion, the price seems to eat at once Procter & Gamble, Colgate-Palmolive and other foreign companies to guide the cake from the upscale market. "Family medicine Overlord Group, through the promotion of Chinese medicine to support the concept of hair get the shampoo market has become another area of human horses Japanese "black horse." What drinks Kat herbal tea is the way Wong Traditional in every season, in a drink. The study revealed, "The Wong Kat" tea in 2007 entered the growth phase Fast more than 8 billion in 2010, tea should reach six million tonnes of production and sale has become the beverage giant Coca-Cola rival Pepsi can not be underestimated.

TNCs to see a new door opens. To summarize the successful experience of Chinese companies, in addition to relying marketing campaign strong in the hands of Chinese companies have a core of weapons is to have a brand or a formula long tradition confidential. WPS Board Strategic Monitor Group Managing Director of China, Liu Yugang that "transnational corporations now realize that" Chinese herbs, despite of a high removal rate of material, but if successful is a great market potential. Product development, marketing strategy is essential for success. How the new arrivals who are in need of a differentiated positioning, and branding reach the emotional appeal effective. "

Find the secret, multinational companies quickly copy the experience of local firms. Unilever's Sunsilk brand recently relaunched with Ganoderma lucidum shampoo composition, which has consistently emphasized the promotion of "supplier of technology, Nanjing Tong Ren Tang Pharmaceutical Co., Ltd. "message. It is understood that negotiations by both parties through consultations, the brand has reached a strategic alliance broaden - Nanjing Tong Ren Tang Chinese herbal shampoo Unilever anti-hair loss and hair products as a technical advisory team, provide advice and services required.

In addition to the traditional Chinese medicine to seek technical support in the long term, while positioning makes all the difference. The Sunsilk brand appears, Ganoderma lucidum is the tonic, strengthen immunity, the effect of protecting the roots of hair. The adoption of these elements can not repeat the idea of local businesses. King has been occupied since the loss of market men cons hair, but if Sunsilk Lingzhi flagship of the formula is a female line.

Nestle has recently launched the "Yi Yang" health drinks milk Premium liquid, hawthorn, jujube, the ingredients of aloe added to the product. Nestle appears, with elements Medicine Chinese herbal, but also applies to younger consumers, milk, currently on the market is still virgin.

Modern Interpretation

If only because Chinese companies lead the way, then identify opportunities for multinational companies is clearly not met. The lack of local pure descent, but to multinational corporations have begun to traditional medicine and Chinese herbal technology Modern combined with a new record, digging more market potential.

L'Oreal acquired Yue-Sai has tried to make a difference. Shanghai Pudong laboratories Yue-Sai, a variety of natural herbs in all, the study amply demonstrated to the talent of skin care experts. Medicine Chinese, there are many, such as money, maintaining their youth, beauty prescription qi, Yue-Sai hope that we can learn. But digestion and absorption of these recipes is just the beginning, if we find an interesting composition on the use of modern methods in Artificial skin cells, experiments to prove that it works. Those who are particularly good in the development of new products will become an ingredient principal.

R & D in Japan, Hong Kong MTM skincare brand based on traditional Chinese medicine, in the traditional "four-Wu-Tang" Form of new ads Ganoderma lucidum, Chinese angelica, Sichuan Dome, yellow clay composition of the cream for the face is not cheap, but sell more than expected 50%. Qu Yan Hang, the founder, said: "The concept of traditional Chinese medicine herbs trend, but on the international market, a thorough understanding of the mechanism of traditional Chinese medicine also needs to address. "To that end, in particular shop, has adopted the "four things" soup to make on the field of education.

The health effects of herbal, Herbalife Nutrition Society International also conducted excavations AA. From the original mixture of soy protein drinks, nutritional powder aloe in 2008, the number Herbalife products throughout the world have been more than 100 species, involving apples, oranges, oats, ocean Huaihua, raspberries, blueberries and other fruits and vegetables. Although the founder of Herbal Medicine Herbalife is very Eastern origins, but the relationship between traditional Chinese medicine, its scientific director, Dr Henig, or use different "defining", we adopted a medicine Chinese herbal is not for the treatment of disease using a balanced diet. "Capsule is the race of their Yushu Cody in Qinghai Province in China's development of Cordyceps sinensis extract the region of their natural bat butterfly active powder Paecilomyces mycelium for the effect of Cordyceps sinensis enhanced immunity.

Compared to the multinational based in Japan consumer products "Chinese", "Herbal" product of success, with a direct relationship between medicine Traditional Chinese and multinational pharmaceutical companies are still learning how to get to a star product. In the field of more rigorous traditional Chinese medicine with modern medicine, and botany is still two completely different theory of knowledge systems. How do I open the borders between the two is still a large number Chinese products related to drugs have emerged, and the ability to be recognized by the major international markets. About the Author

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