One hundred years old, Hong Ji Tang wants to build the first brand of Shandong traditional Chinese Medicine
source: Ji'nan daily
since the establishment of the factory in 1907, Hong Ji hall has gone through 103 years' journey and is now one of the 40 big taxes and tax households in the city of Ji'nan. In the centenary development process, Hong Ji Tang has been changing the way of its development in accordance with the trend of the times. Today, with the unique core technology of independent intellectual property rights, he has taken the new goal: building the first brand of Chinese medicine in Shandong.
a hundred years based on
master core technology
"although the production of the complex will not dare to save manpower, although the taste will not dare to reduce the material power." Adhering to this "hall training", Hong Ji hall has become one of the most trusted brands of the Jinan people, and persists in innovation and progress, making Hong Ji hall gradually becoming a Chinese traditional medicine manufacturer which the people all over the country are trusted. "The importance of new product development and product marketing with independent intellectual property rights is the key to today's mission." Lun Lijun, general manager of Hong Ji Tang Pharmaceutical Company, told reporters that "all of our leading products own independent intellectual property rights, which is the basis of their foothold."
Hong Ji hall has the only traditional Chinese Medicine Research Institute in Ji'nan. It is one of the research institutes of the national traditional Chinese medicine industry, which has a relatively early time, a relatively complete technical equipment and a relatively strong R & D ability. The graduate students and undergraduate students are more than 95% of the scientific research personnel. New scientific research results are introduced. At present, Hong Ji hall has 11 major dosage forms and 140 national drug approval numbers, among which, the new drug of the state a new drug is regarded as a high-tech product, the largest production in Asia and the leading technology in China; the latest development of a new national drug, which has conquered the world's difficult problems, is about to be put into the market. Drug therapy for idiopathic interstitial lung fibrosis is the first in China and abroad.
in addition, Hong Ji hall is developing dozens of new drugs such as national, two and three categories. Among them, "Musk Xin Tong Ning tablet", "Qian Li Xin Capsule", "Jinming film" and so on are awarded the national Chinese medicine certificate of three new drugs.
production oriented
market oriented, which is the basis for most enterprises to adjust the direction of production. Hong Ji Tang has put forward "production oriented" to promote development. Unusual development ideas also bring unusual results.
"what products are needed in the past market, but what is troubling is that the speed of enterprise development has never been raised." After rigorous market analysis, the leading group of Hong Ji hall found that the important reason why the market cannot be seized is that there is no fist products, high cost and lack of competitiveness.
this year, the state has carried out a series of policies such as the adjustment of the new rural cooperative medical system, the implementation of the basic drug system and so on. The cake in the pharmaceutical market has obviously increased. In order to seize this important opportunity, Hong Ji Tang has taken an "adventure" step: from sales to production to production promotion.
"production oriented, that is, how much production the workshop requires, how much sales will be sold." Lun Lijun said, "this scale has expanded, and the production cost has been reduced, which can create more room for marketing." Only half a year, the effect of sales promotion began to appear,
sales volume did not decline, in turn further drive production, forming a situation in short supply. On this basis, Hong Ji hall further integrates sales, promotes the key products, and other products are sold in order to make the market share of the leading products expand further, and reduce the accounts receivable and relieve the pressure of funds.
change management mode
the first brand of traditional Chinese medicine in Shandong into
in the course of a century of development, the management model of Hong Ji hall has been changed again and again. In 2002, with the integration of Ji'nan's largest private enterprise leno group, Hong Ji Tang became the core enterprise of leno group, and its management mode was more flexible.
in the management of sales channels, Hong Ji hall carries out the classification management to the customer, and transforms from the original multipoint one level dealer to the "123 level". The power of Hong Ji hall will increase the power of the big business customers to the marketing director level, change the situation of the past salesmen, consolidate the relationship between the group and the big customers, and move the key of the sales staff down, and develop the two or three level customers. At the same time, Hong Ji Tang also increased incentives for marketers, who promised to complete sales targets in the year to reward overseas travel.