同仁堂股份：“翻脸”焕新，守护女性健康

Core Insights - The event focused on women's health and emotional release, aiming to empower women to reclaim their lives and practice self-care through traditional Chinese medicine [1][4] - The initiative is part of a broader trend where over 50% of women will prioritize health and fitness spending by 2025, reflecting a growing demand for emotional stability and life control [4] Group 1: Event Overview - A two-day offline interactive event took place in Chengdu, featuring the company's classic health product, Tong Ren Tang Black-Bone Chicken Pills, in collaboration with JD Health [1] - The event's theme, "忍不住翻脸了", aimed to break traditional boundaries of Chinese medicine brand communication and connect with women's emotional experiences [1][4] Group 2: Interactive Experience - The event included immersive experiences designed to address five core life challenges faced by women: menstrual discomfort, workplace exhaustion, postpartum weakness, aging anxiety, and ovarian health [8] - Participants engaged in a unique activity where they tore down parts of giant advertisements, symbolizing their rejection of negative life experiences, and received customized health advice through professional consultations [8] Group 3: Online and Offline Integration - The event successfully created a dual-topic communication system, combining official brand messaging with user-generated content (UGC) to resonate with a broader audience [10][13] - Social media platforms like Weibo and Xiaohongshu were utilized to amplify discussions around women's collective emotional release and self-care, enhancing brand visibility and user engagement [13][15] Group 4: Brand Strategy and Consumer Engagement - The company established a dedicated online space on JD Health for users to access event-related content and promotions, including a discount offer of 30 yuan for every 200 yuan spent [15] - This approach reflects the company's exploration of integrating traditional branding with digital channels, effectively converting brand awareness into sales while providing tangible health solutions [15]