Gao Yan, vice chairman of Bishengyuan: forge ahead in the field of health

A successful enterprise should not only have the courage to stand up for the tide and dare to compete, but also have the courage to take on the people-oriented gentleness and courage, as is the case with Bishengyuan As the "Dinghaishenzhen needle" of Bishengyuan, with 16 years of bond, 16 years of dream pursuit and 16 years of forge ahead, Gaoyan witnessed the growth and development of Bishengyuan, and gradually went to glory In other words, Gao Yan used his time and his whole life to devote himself to "heart" to achieve Bi Shengyuan's today Concentrate on quality and make "two bags of tea" in one's life! When it comes to Bishengyuan, people always think of Bishengyuan Changrun tea and Bishengyuan slimming tea, whose influence has been widely known In Gao Yan's words, Bishengyuan has only sold these "two bags of tea" in the past ten years It is because of this 16 years of hard work that Bishengyuan brand is now well known Two bags of tea, 16 years, of which the bitterness and bitterness are not enough for the outside humanity, but Bishengyuan has never stopped the pace of "quality for development" Since the beginning of the business, we have been devoting ourselves to the study of tea bags, integrating traditional Chinese herbs into the essence of tea culture, focusing on quality, and creating China's own health care tea According to statistics, by the end of June 2016, the cumulative sales volume of Bishengyuan slimming tea and Bishengyuan Changrun tea had exceeded 4.07 billion bags, and the cumulative sales volume exceeded 5.35 billion yuan The market share of "two bags of tea" ranks first in the same kind of products in China Adhere to the focus of "smile" to the end, Bishengyuan's performance is really gratifying and enviable However, "two bags of tea" was not good at first, and Gao Yan felt deeply "When the company was founded in 2000, there were only ten people At that time, it was difficult to sell weight-loss tea One day at the meeting, Mr Zhao took two bags of tea and said to everyone, "no matter how hard the road is and how long the time is, we must put these two bags of tea on the market." Everyone was skeptical at the time But ten years later, we really went public " "At that time, I only wanted to make two bags of tea and make products steadily." Gao Yan said that at that time, this "simple" idea was not seldom laughed at But Bishengyuan said to do it He has been selling "two bags of tea" for more than ten years Finally, his kung fu is not inferior to his heart At present, Bishengyuan products have been sold in nearly 350000 retail pharmacies across the country, and even sold well in nearly 10 countries overseas In the industry, Bishengyuan products have also established a high industry position and distinct enterprise positioning "It can be said that Bishengyuan has been able to fight back and forth from the earth to the moon with two bags of tea sold together." When it comes to this, Gao Yan is very pleased Innovation and development create new momentum for enterprises China's health care market has always been filled with trust crisis, and many health care products are ephemeral But Bishengyuan has been popular with consumers for 16 years Why? The key lies in Bishengyuan's innovation, keeping pace with the times and actively seeking new breakthroughs As early as 16 years ago, Bishengyuan didn't take the usual path "In the beginning, we didn't make two bags of tea as health care products, but operated according to the mode of food and FMCG This abandons the routine way of making quick money by making health products, and the tax and market are stable, so the listing in 2010 is very fast, only 5 months and 3 days " Gao Yan said In 2010, Bishengyuan, with its annual sales of "two bags of tea", sold 800 million yuan, and occupied a leading position in the market Since April 2015, Bishengyuan has boldly come to cross the border again It will have "Laili" brand orlistat and Guangzhou runliang pharmaceutical industry under its management, taking an important step from health products to drugs In the same year, Laili orlista contributed about 63 million sales (9.6% of the total revenue of Bishengyuan) to Bishengyuan, and its market share in weight-loss drugs nationwide reached 47.1% Moreover, in the e-commerce platform, orlista has always been a hot category At present, facing the new opportunities and challenges, Bishengyuan has begun a new layout It is understood that Bishengyuan will implement six business axes, including efficient operation of the two tea business, Laili business, e-commerce business, special business, Yunnan plant business, foreign strategic investment and merger, and seek new growth points In fact, Bishengyuan's strategy has always been based on health Gao Yan said that the original intention is very simple In order to enrich product lines, broaden channels, and better penetrate the Chinese health market, Bishengyuan is now "walking on three legs", including TC drugstores, hospitals and network channels, of which the network channel benefits the most It is understood that in 2016, Bishengyuan's network team of nearly 40 people created a sales scale of 100 million And Bishengyuan's progress in the field of big health is also continuing For a long time, Bishengyuan has been persisting in the intensive work of the weight-loss market, and constantly advancing with the times and bringing forth new ideas in marketing From the original "wash your intestines and take a bath", "drink every day, thin, young and beautiful" and a series of well-known personalized advertising words, it has laid a brand marketing culture of different styles, To the exclusive marketing of "tender flower" and "Youth", and to the Internet plus new marketing operation ideas, and the current hot new marketing mode of burning fat lady live broadcast Bishengyuan constantly brings surprises in marketing, and these new marketing methods are just the embodiment of Bishengyuan's sustained development vitality Among them, "live battle of the goddess of fat" has become a classic marketing case in the industry with its unique new media marketing strategy and unique brand concept On July 31, 2016, Bishengyuan, together with ALI health, invested tens of millions to build the live battle of fat burning goddess online, trying to convey the concept of healthy weight management As the first live weight-loss reality show in China, Bishengyuan has explored a new Internet marketing mode of "live + self-made IP + brand appeal + product sales", which also provides a new playing method for brand marketing in the industry "Healthy weight management" is Bishengyuan's first new positioning, which aims to provide tracking services to manage weight loss and weight management with a set of systems, so as to meet the current public demand for healthy weight loss Gao Yan said that such a way to lose weight is not only more accurate and effective, but also will not damage the body, so consumers can use it safely The concept of healthy weight management delivered in the live battle of the goddess of fat has refreshed the public's established concept of fat burning It has not only won public praise, but also won the support of consumers Of course, this is closely related to the health concept advocated by Bishengyuan It's hard to get a plum blossom without a cold corporate culture Today, the rising of Bishengyuan is inseparable from the forge ahead in the once difficult situation and the word "faith" It has the trust of both consumers and employees So is Bishengyuan's feedback In the past 16 years, we have insisted on making big healthy products that make consumers feel at ease, as well as a corporate culture that gives employees a sense of belonging Bishengyuan mainly creates six cultural highlights, namely, entrepreneurship and innovation, home and gratitude, integration of heaven and man, Zen tea, craftsmanship, service and brand marketing Among them, home and gratitude are the most frequently mentioned words by Gao Yan Bishengyuan advocates family and gratitude culture, and pays attention to the sense of belonging of employees "Many employees think of me when they are unhappy in their work and life." Gao Yan said with a smile, "Bishengyuan is a big family, and there are many old employees who have worked for ten years They all look at the company as a family and have a sense of belonging " Gao Yan is also willing to care for and encourage employees She often goes to eat at home with front-line employees, and likes to sit in the middle of employees at meetings All these are because Bishengyuan is her home It is also because of this cultural atmosphere that Bishengyuan has become a leader in the industry People who are familiar with Gao Yan know that she believes in Buddhism Maybe because of this, Gao Yan also devotes his Buddhist heart to Bishengyuan's bones Whether it is to make products or corporate culture, always adhere to gratitude altruism, self-cultivation, elegance and indifference And all of this, also let Bishengyuan have a unique industry temperament! Nowadays, the era of great health is coming In the context of healthy China, the health care market is in the best opportunity for development, and Bishengyuan, which has been focusing on quality and stability for 16 years, has already begun to adjust the layout, actively expand the medical and medical services, and seek diversified development For the future, Gao Yan is full of confidence (minenet, Gong Yanli, Liu Jingfeng)