75岁董事长赤膊代言抗衰产品，科伦药业转型大健康能否破局？

Core Viewpoint - The marketing strategy of Kelong Pharmaceutical, led by Chairman Liu Gexin, reflects the company's urgent need to explore new business avenues due to declining traditional business growth [5][8]. Group 1: Product and Marketing Strategy - Kelong Pharmaceutical's product, "Ergothioneine Capsules," is positioned in the high-end dietary supplement market, priced at 1499 yuan per bottle, with each capsule containing 30mg of high-activity ergothioneine [3]. - The product claims to have 10-30 times the antioxidant capacity compared to traditional Vitamin C and Coenzyme Q10, targeting health needs related to anti-aging and cell protection [3][9]. - The marketing campaign features Chairman Liu Gexin, who at 75 years old, promotes the product with a strong physical image, aiming to create a compelling narrative around health and vitality [5][9]. Group 2: Financial Performance and Challenges - Kelong Pharmaceutical reported a significant decline in revenue for Q1 2025, with a total revenue of 4.39 billion yuan, down 29.42% year-on-year, and a net profit of 584 million yuan, down 43.07% [5][7]. - The core business segment, particularly infusion products, has been adversely affected by centralized procurement policies, leading to an 11.85% revenue decline in 2024 [5][8]. - Another subsidiary, Chuaning Bio, also faced challenges with a 15% decrease in revenue and an 18.26% drop in net profit for Q1 2025, impacted by regulatory constraints on antibiotic production [8]. Group 3: Strategic Vision and Future Outlook - Liu Gexin's personal commitment to the product, having used it for three years, and his disciplined lifestyle are intended to enhance the credibility of the marketing campaign [8]. - The company aims to integrate treatment and preventive medicine over the next three to five years, indicating a strategic shift towards a dual focus on health and innovation [8][9]. - The health sector is viewed as a "blue ocean" market, but the oral product market for ergothioneine is still in its early stages, requiring further validation of its efficacy [9].