百年片仔癀“潮”前走 中医药老字号的“青春密码”

Core Viewpoint - Pianzaihuang, a traditional Chinese medicine brand, is revitalizing its heritage through innovation and modernization, focusing on research breakthroughs and industry expansion to adapt to contemporary consumer needs [1][3]. Historical Background - The origins of Pianzaihuang date back to the late Ming Dynasty when a court physician created a secret formula for treating ailments, which later became widely used by the local population [2]. - The brand evolved into a company in 1999 and was listed on the Shanghai Stock Exchange in 2003, marking the beginning of its modern journey [2]. Research and Development - Pianzaihuang is recognized as a national high-tech enterprise and has established multiple research platforms, focusing on developing new drugs for chronic and difficult diseases [3]. - The company has 18 ongoing research projects and aims to validate traditional medicine through modern scientific methods, with significant achievements in 2024 recognized by awards [3]. Marketing and Consumer Engagement - The company is actively engaging younger consumers through social media platforms like Douyin and Xiaohongshu, using creative content to share the brand's story and benefits [3]. - A Douyin challenge in 2025 garnered significant attention, with 180 million views and nearly 10,000 participants, showcasing the brand's successful outreach [4]. Business Expansion - Pianzaihuang is diversifying its business into cosmetics, daily chemicals, and health foods, creating a comprehensive health industry ecosystem [5]. - The cosmetics line, particularly the Pearl Cream and Pearl Paste, has become a household name in Fujian, with a strategic focus on positioning and branding [5][6]. Product Development - The company has successfully launched several high-revenue products, including the Pearl Cream and various skincare lines, contributing to the growth of domestic cosmetics consumption [6]. - Pianzaihuang is expanding its daily chemical products, initially focusing on oral care, with the Pianzaihuang Toothpaste becoming a popular choice among consumers [6]. Health Food Initiatives - The health food segment includes a variety of product lines, such as tea and dietary supplements, with collaborations to enhance the health benefits of tea [7]. - New herbal drinks and instant products are being introduced to cater to modern consumer preferences, emphasizing the concept of "food as medicine" [7]. Industry Trends - The traditional medicine sector in Zhangzhou is experiencing a renaissance, with Pianzaihuang leading initiatives to modernize and attract younger consumers [8][9]. - The company has opened numerous clinics and health centers, significantly increasing patient visits and enhancing local healthcare access [8]. Financial Performance - In 2024, the combined revenue of 30 traditional brands in Zhangzhou exceeded 10.4 billion, reflecting an overall growth of 11.22% [10].