How to build an international brand in traditional Chinese medicine industry

In recent years, the world has set off a "return to nature" green consumption boom, the demand for Chinese herbal medicine in the international market has risen sharply, the Chinese herbal medicine industry ushered in a new period of development opportunities However, the problems of low modernization, scattered resource allocation, lack of standard system and backward marketing mode seriously restrict the international development of traditional Chinese medicine industry, making it difficult to truly go out of the country and enter the world According to the data, there are 12807 kinds of traditional Chinese medicine resources that have been found and proved in China, and the most abundant natural medicine resources in the world However, the advantage of abundant resources has not really changed into the advantage of industry and market Most of them are cheap exports, making dowry for others It is understood that at present, the annual sales volume of the world's proprietary Chinese medicine market has reached more than 30 billion US dollars, while China, which has the absolute advantage of Chinese medicine resources in the world, only accounts for 5% of the share In 2012, the annual scale of China's traditional Chinese medicine industry has reached more than 410 billion yuan, but the export of traditional Chinese medicine products is only 2.499 billion US dollars From the perspective of sub projects, the export of traditional Chinese medicine and decoction pieces is $858 million, the export of traditional Chinese medicine is only $265 million, and the export of extract is $1164 million The international export of Chinese patent medicine is still facing difficulties, with a deficit of US $3 million again Correspondingly, South Korea, Japan, the United States and other countries directly monopolized about 90% of the international market share of botanical drugs, especially Japan and South Korea They imported large quantities of crude processed plant materials from China, and after finishing them into Chinese patent medicines, they accounted for more than 80% of the global market share of botanical drugs However, a considerable part of China's 5% share in the international market is created by selling raw materials and low-end products of traditional Chinese medicine, and only 25% of the high value-added proprietary Chinese medicine For example, Korean ginseng, which is popular in the U.S market, is mostly made in China Although the ginkgo price preparations with high price in the domestic market are made in Japan, they are imported by Japanese enterprises from China at a very low price, made of dried leaves, and then sold back to China To strengthen scientific and technological innovation and change the main production into the leading position in the international market, herbal medicine extraction technology has always been a strong point of Japan and the United States, there are few Chinese herbal medicine purification technologies that can take the lead in the world, and there are even fewer Chinese herbal medicine brands that can enjoy a good reputation in the international market Therefore, in order to transform the resource advantage into the industrial advantage, we must strengthen the scientific and technological innovation, and then realize the scale, standardization and refinement of production and processing, achieve a big breakthrough in the extraction technology of plant medicine, and develop the Chinese patent medicine products with independent brands For a long time, the traditional Chinese medicine industry in China has the characteristics of production decentralization and spontaneity Most of the farmers and small enterprises engaged in the cultivation of traditional Chinese medicine are engaged in extensive planting management and low product quality, which seriously affects the reputation of traditional Chinese medicine The migration of domestic medicinal materials from north to South has changed the origin of some genuine medicinal materials, and the lack of planting and processing technology in the new production area has reduced the quality of medicinal materials For example, the price of Radix Codonopsis in Lu'an, Shanxi Province, is the most effective, while the price of Radix Codonopsis in Sichuan and Qinling is the least effective Driven by economic interests, some medicinal materials are produced against natural laws by pharmaceutical farmers In order to shorten the time when the medicinal materials are on the ground, they use "expander", "accelerator" or excavate them in advance of their growth cycle In order to facilitate storage and color preservation, some varieties use sulfur in large quantities for fumigation, which leads to excessive residues and often encounters "Waterloo" in the export of traditional Chinese medicine Due to years of disorderly production of wild medicinal materials Some varieties of resources have been seriously damaged or even nearly exhausted due to excessive mining At present, the research and development of Chinese medicine science and technology is divorced from the application of production, processing and application We must increase investment, vigorously promote the construction of large-scale and standardized planting bases With the acceleration of the depletion of wild resources, we should strengthen the cultivation of new varieties of Chinese medicine and the Research on the substitutes of rare and endangered Chinese medicine resources At the same time, we should achieve a big breakthrough in the extraction technology of plant medicine, and develop independently Brand of Chinese patent medicine products, so as to turn the resource advantage into industrial advantage, and promote the sustainable and healthy development of Chinese traditional medicine industry The key to the bumpy road of international standard Chinese medicine export is the lack of standards However, many western countries do not agree with the legal status of Chinese medicine, which leads to that Chinese medicine can only enter the foreign market as food or food supplement Few Chinese patent medicine products with high added value can go out We should strengthen the construction of standardization and standardization, and promote the internationalization of traditional Chinese medicine through technological progress China's traditional Chinese medicine industry is roughly divided into two development paths, that is, to follow the traditional theory of traditional Chinese medicine for drug production and follow the model of chemical drugs and biological drugs for research and development Therefore, in the process of formulating the international standards of traditional Chinese medicine, we should choose according to the characteristics of different traditional Chinese medicine, and combine and complement each other Due to the diversity and complexity of traditional Chinese medicine ingredients, it is difficult to introduce modern pharmaceutical technology into most traditional Chinese medicine preparations at present, so it is necessary to retain the traditional Chinese medicine manufacturing technology; at the same time, it is necessary to conduct a comprehensive and in-depth study of traditional Chinese medicine, introduce modern advanced pharmaceutical concepts and technologies into the field of traditional Chinese medicine, and modernize traditional Chinese medicine preparations In 2012, the 12th Five Year Plan for national drug safety proposed that "Chinese medicine standards lead the international standard setting" The proposal of this goal indicates that China has begun to attach importance to the development of traditional medicine from the national level, and began to seek the leading power in the formulation of international standards of traditional Chinese medicine It has incorporated the promotion of "standardization, standardization and modernization of traditional Chinese medicine" into the key strategic tasks of the new era Only by setting up the industry standard with quantifiable scientific standards, can we really make the traditional Chinese medicine industry full of vitality and improve the competitiveness of the international market.