2010 years, careful consumers found that appears at the tongrentang pharmacy "cosmetic" counter. Into the cosmetic sector of pharmaceutical enterprises in China are moist, secondary development chuangketie, Yunnan baiyao toothpaste products, such as after the benefit, continued to launch multiple categories such as shampoo, bath. And Guangzhou pharmaceutical jinxiutang is as early as 2005, entering the cosmetics market of traditional Chinese medicine, to green, fashion appeal to attract consumers. These traditional Chinese pharmaceutical enterprises have transboundary, is because the original living area, market boundaries are relatively narrow, looking for new living space has become a must.
as a famous old Chinese medicine industry, Beijing tongrentang group with more than 300 years of history in December 2005, Hing group joint venture with Hong Kong the tongrentang cosmetics company, tongrentang holdings 51%. Although the "cosmetic" concept no later, but on the publicity and the actual action, tongrentang relatively low-key. Until 2009, the company really is "cosmetic" production as a strategic focus to implementation, before 2006, the development of "cosmetic" as an aid to pharmaceutical products to sell. In 2010, tongrentang cosmetics company launched three consecutive series cosmetics, colleagues included Li Yan Fang, herb and makeup, as well as some of bath products, does not contain hormones, pigments, preservatives, alcohol, been allergy tested as standard, real punches "cosmetic".
topical medications turned "cosmetic"
Guo Ping was the Director of tongrentang cosmetics company, is also main trader of tongrentang transboundary cosmetics. Prior to taking on cosmetics, as the tongrentang minan Guo ping, Director of pharmacy, in the pharmaceutical industry with more than 10 years of experience in the operation. When ren Tang when making a strategic decision to enter the cosmetic, with a number of sector management experience, familiar with the cosmetics market, she become the best person for the new boss of the company. "With tongrentang brand into the cosmetic, achieve brand extension is a good opportunity to tongrentang cosmetics. "Guo Ping see tremendous business opportunities in the cosmetic market and its resource advantage, determined to break a new land.
ren Tang into the cosmetic is a homeopathy into it. In 2000, the State started rectifying health drugs of traditional Chinese medicine work, starting in 2004, "strengthening the size" of drugs not in circulation on the market, some of the original "Jian font size" Chinese medicine will reapply "quasi" Word document. Therefore, tongrentang pharmaceutical for the treatment of acne, acne, Chloasma by internal and external use of "medicine" because "drug font size" issue facing production situation. However, sales show over the years, drug efficacy of external application of these notable, relatively popular, drop out is certainly a loss. To this end, tongrentang cosmetics company came into being, orally as medicine is still being sold, exterior into a "makeup font size". At that time, these "makeup font size" of foreign products is combined with drugs to sell, in a subordinate position.
through the four-year market trial, Guo ping discovery, under the robust sales results, constantly with dealers and consumers to ask if more category of cosmetic products. See cosmetic market development space on the one hand, on the other hand received signals of market demand, so 2009 tongrentang cosmetics companies make strategic adjustments, originally as "supporting" and "cosmetic" products to operate independently, into the "cosmetic" market.
cosmetic, cosmetics are pharmacists, is from Japan, and France and other countries to introduce the concept of. Its definition contains three aspects: first, safety; second, identification of Dermatology; third, drugstore sales. According to estimates in 2010, the national cosmetic market capacity of up to 48 billion yuan, weizi, yayang, LA ROCHE-POSAY and other foreign brands accounted for a large part of the share, entering the field, tongrentang opponent is strong.
brand inheritance old with Deputy brand
created Yu Qing Kangxi 8 years of Beijing tongrentang, in more than 300 years of course in the, always abide by "processing although propagation will can't province artificial, grade although your will can't reduction material" of ancient maxims, to "repair close heaven see, deliberately has days know" self-discipline, pharmaceutical technology excellence, effect significantly, for at home and abroad of consumer by recognized.
tongrentang born cosmetics based on the brand, and product packaging, as well as counter design, also with "Tong ren Tang" LOGO as the main brand, established Li Yan Fang, makeup, associates under brands such as herbal Vice brands, implementation to small, to old with new purpose. "Sell drugs to sell cosmetics, if direct hit sub-brand, that does not have a positive brand advantage of grafting, on the one hand consumers are more difficult, on the other hand is also old waste of resources. "Guo Ping said," for example, if we first makeup on, consumers must feel very far-fetched. "So, relying on the advantages of big brands, layers of progressive, gradually expanding the marketing strategies of tongrentang cosmetics development preferred. In 2011, tongrentang cosmetic products will be introduced.
tongrentang transboundary "cosmetic"
tongrentang cosmetics brand, from raw material purchasing to sales channels of the terrain, and potential, exploring cross-border development of enterprises.
take advantage of group
in such a relatively unfamiliar industries. Facing new competitors, Tong ren Tang end of another cosmeticsGas from the Group of resources.
tongrentang cosmetics company can share the parent company of medicinal materials suppliers, these long-term supply chain is the formation of other daily chemical enterprises cannot match. In addition, for some non-seasonal raw materials, medicines of tongrentang Group also has its own base, provides a superior material for cosmetic research and development, ensure the quality and effectiveness of the products.
