Core Viewpoint - The pharmaceutical industry in China is facing a collective crisis, with companies like Zhendong Pharmaceutical struggling to adapt to changing market dynamics and regulatory environments, prompting a need for transformation and innovation [1][6]. Company Overview - Zhendong Pharmaceutical, established in 1995, has evolved from a traditional Chinese medicine company to a comprehensive pharmaceutical enterprise, expanding its business through acquisitions and diversifying its product offerings [2][4]. - The company went public on the Shenzhen Stock Exchange in January 2011, becoming the first enterprise from Shanxi Province to list on the Growth Enterprise Market [2]. Product Performance - The company's flagship product, "Yanshu Injection," was a significant revenue driver, generating nearly 300 million in revenue in 2007, accounting for over 80% of total revenue [4]. - Despite the strong performance of "Yanshu Injection," its market share declined after the patent expiration in 2017 and increased regulatory scrutiny on auxiliary drugs, leading to a need for strategic transformation [4][6]. Strategic Acquisitions - In 2016, Zhendong Pharmaceutical completed a significant acquisition of Kangyuan Pharmaceutical, enhancing its portfolio in the OTC drug market and creating synergies with its existing products [4]. Marketing Innovations - The company has successfully launched new products like "Langdi Calcium," leveraging e-commerce and social media platforms to reach a broader consumer base, marking a shift from traditional marketing to a more consumer-oriented approach [5][9]. - The success of "Dafeixin" exemplifies the company's new marketing strategy, utilizing internet marketing techniques to engage directly with consumers, moving away from reliance on traditional sales channels [9]. Research and Development Focus - Since 2018, the company has faced challenges due to "volume-based procurement," prompting a shift towards innovation and R&D to develop new drugs and reduce reliance on generic products [6][8]. - Zhendong Pharmaceutical has committed to maintaining R&D investment at over 10% of revenue, with a reported investment of 351 million in 2024, indicating a strong focus on innovation [12]. Future Product Pipeline - The company is working on several innovative drugs, including a dual live bacteria capsule for treating bacterial vaginosis, expected to be a groundbreaking product in the market [12]. - Zhendong is also re-developing several "sleeping varieties" targeting major therapeutic areas, including oncology and dermatology, as part of its strategy to build a diverse product portfolio [12][13].