GYBYS(SH:600332) Nan Fang Nong Cun Bao·2025-11-25 03:00Core Viewpoint - The article discusses the strategic transformation of Chen Li Ji, a 425-year-old traditional Chinese medicine brand, focusing on its integration of Chen Pi (dried tangerine peel) into the health industry, digital transformation, and rural revitalization efforts [1][2][4]. Group 1: Strategic Initiatives - Chen Li Ji launched the Chen Pi Cultural Festival themed "Sailing Against the Wind, Living Forever," marking its 425th anniversary and announcing the "Chen Pi Health" strategic plan [3][4]. - The company aims to leverage Chen Pi as a pivotal element to drive its growth in the health industry, digital transformation, and rural revitalization [5][12][54]. Group 2: Industry Context - The Chen Pi industry is experiencing unprecedented growth opportunities, with the New Hui district reporting a planting area of approximately 143,000 acres and a fresh fruit output of 180,000 tons in 2024 [16][17]. - The total output value of the Chen Pi industry is estimated at 26.018 billion yuan, providing employment and income increases for over 70,000 people, with farmers seeing an average income increase of about 22,000 yuan [18]. Group 3: Policy Support - The Chinese government has issued policies to promote the inheritance and innovation of traditional Chinese medicine, which supports the development of the Chen Pi industry [20][21][28]. - Chen Li Ji's new Chen Pi industrialization planting base was included in the second batch of Guangdong Province's traditional Chinese medicine industrialization base list in 2021, reflecting direct benefits from these policies [28][30]. Group 4: Consumer Trends - There is a notable shift in consumer demographics towards younger generations, with individuals under 35 years old making up 35.9% of the traditional health demand group [33]. - The health service industry is projected to reach a total scale of 16 trillion yuan by 2030, with the health and wellness market already valued at 708.2 billion yuan in 2022 and continuing to grow [34][35]. Group 5: Product Development - Chen Li Ji has expanded its product line from traditional Chinese medicine to include various health products such as aged Chen Pi, Chen Pi tea, and other health foods, catering to modern consumer preferences [54][78]. - The company has established a digital platform for the Chen Pi industry, integrating blockchain technology for traceability and quality assurance, addressing long-standing trust issues in the industry [68][76]. Group 6: Cultural Integration - Chen Li Ji is promoting cultural integration through events like the Chen Pi Cultural Festival and creative cultural projects, transforming traditional Chen Pi culture into appealing elements for younger consumers [80][83]. - The company has created an immersive cultural experience at its museum in Guangzhou, allowing urban consumers to engage with Chen Pi culture in a familiar setting [86][90].