The cross-border wind does not stop, and Tongrentang is laying out the "drinking" market

【Pharmaceutical Network Enterprise News】Recently, Tongrentang announced that the company plans to sign investment agreements
with Hubei Chuyuan Spring Wine Industry Co.
, Ltd.
, Yuan'an County Qifeng Ecological Industry Development Fund Co.
, Ltd.
, and Hubei Yi Biotechnology Co.
, Ltd.
The company is expected to invest no more than 190 million yuan in Jingyi Biotechnology and obtain 51% equity of
Jingyi Biotechnology.
It is understood that the main business of Jingyi Biotechnology is positioned as the production and sales of medicinal wine, liquor and prepared wine
.
For this acquisition, the director of Tongrentang said that it will help supplement the company's production capacity of the medicinal wine business, and also help the company extend to the food and wine business, in line with the company's strategic positioning and development goals
.
In fact, Tongrentang's crossover attempts go far beyond the wine industry
.
As early as 2001, Tongrentang began to enter the field of cosmeceuticals, and its sales once reached the order
of tens of millions of yuan.
It has a number of cosmetics brands such as Doujin Materia Medica, Yi Makeup, Liyanfang, Perran, Gabola, etc.
, and its products are even more complex, covering cleanser, lotion, lotion, skin cream, face mask, eye patch and many other categories
.
In addition to cosmeceuticals, Tongrentang in the fields of food and health has long been laid out
.
In 2020, Tongrentang "Zhima Health" opened two stores in Beijing, with two floors of nearly 500 square meters, the first floor selling coffee, the second floor to see a doctor and buy medicine
.
Coffee categories include goji latte, monk fruit American style, cinnamon cappuccino, etc.
, coffee 32 yuan, bread set 16 yuan, the price is lower than Starbucks and other similar products
.
According to the plan, in the next year, Zhima Health will deploy 300 stores in Beijing, including 100 community stores, shopping center stores and office stores, with the lowest annual sales of a single store of 10 million yuan, and the store sales in the core area of CBD can reach 20 million yuan
.
It is worth noting that some time ago, Tongrentang's brand "Zhima Health" also joined hands with Yuanqi Forest's health tea brand fiber tea, which focuses on "medicine and food from the same source", and jointly launched honeysuckle monk fruit tea, which attracted attention from the outside world
.
Under the background of the pressure of the general environment, more and more pharmacies are also thinking about change and transformation, and one of the manifestations is to play crossover
.
Among them, the White Pagoda Temple has launched the "Cultural and Creative Hall" brand, and its stores are selling a variety of Chinese herbal elements cultural and creative products
.
It is understood that the cultural and creative products of the "Cultural and Creative Hall" of Baita Temple include cultural T-shirts, "good persimmons" and "lotus" Chinese herbal sachets, "genuine" medicine-themed measuring cups, "Chinese herbal medicines in famous scenic spots in Gyeonggi" series of refrigerator stickers, etc.
Earlier, Hu Qingyutang also launched the "HERBS EXPRESSO" store
.
It is understood that "HERBS EXPRESSO" had 20 kinds of healthy Chinese herbal drinks at that time, which had the effect
of preventing colds, or calming the nerves, or nourishing the stomach.
In addition, pharmaceutical companies such as Fang Hui Chuntang and Pan Gaoshou made black sesame pills wrapped in independent tin foil for 996 workers; And Dong Ejiao closely followed the "she economy" boom and launched the beauty snack brand Peach Blossom Ji.
.
.
In general, Tongrentang's frequent "crossover" is actually just a microcosm
of many traditional pharmaceutical companies in China seeking self-help and achieving transformation and upgrading.
Although there are many attempts and few successful people in the transformation of pharmaceutical companies, from the perspective of the current situation of the industry, in today's increasingly fierce competition in the pharmaceutical industry, there may be more pharmaceutical companies trying to get out of this road
.
Disclaimer: Under no circumstances does the information or opinions expressed herein constitute investment advice
to anyone.