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Posts Tagged ‘pharmaceutical’

Three dead. The three they did not die.

Before and after experiencing the 1994 Health Products Industry frenzy climax, the three brands have passed the most glorious circumstances. However, father and son of its founder Wu Bingxin and reconciled to three of the miscues, the concept of its revival three also did not want to give up.

1994, the Ma Family Army coach Ma Junren precise formula will be sold to soft-shelled turtle Boquan of Robust and trigger nuclear oral solution selling life; the nation’s largest health care products companies in Guangdong Apollo the sun god is also pushing the national hot drink Advertising pervasive.

In the past four years, the National Health Products Manufacturers increased from nearly a hundred more than 3,000, with annual sales of up to 300 billion yuan, up 12 times. Health care products industry become the fastest growing, most notably Wong Kam-po to. Wu Bingxin single-handedly built by his son’s three myths in the context of this punch through.

Xing? Decline 1994 8 months, had been “Onlly One” regional agent of the Wu Bingxin 30 million in Jinan Sons Incorporated 3 Industrial production three oral liquid, known as high-tech bio- Preparation .

And then, like most health products manufacturers, three are chosen carpet bombing the ad choose low-cost TV stations around the non-prime time, a large number of broadcast advertising is full of videos inciting force. On the other hand, the majority of health care products, and business owners were pushing the market in different cities, Wu Bingxin another way, move into the rural market, well-designed for the rural market, four marketing system, using layers of penetration of the way to guarantee the three oral broad Distribution Issues .

It is this decision, the brilliant achievements of the three. Rural market victory for three to become a true king of the Chinese health products. 3 has become so far, been achieved in China’s rural market, one of the most brilliant achievements.

1996, the three created a business growth of 2000%, with annual sales of 8.0 billion a miracle, than that of the No. 2 ranking to No. 10 of 9 companies combined annual sales even higher. At that time China’s 1.2 billion population, three oral sales of about 400 million bottles. It is still difficult for health care products and the number of enterprises. Among them, the rural market sales accounted for more than 60%. Blank in the original rural consumer market, in part three and even become health care products, pharmaceuticals synonymous.

From 1994 to 1997, only 3 years, 3 grown from the market cutting-edge industry tycoon, net output of 48 billion, staggering endless. At that time, far away in Harvard, is difficult to ignore this miracle, the three cases incorporated into the textbooks.

“Very successful marketing company, to 1996 when the product completely in short supply.” Then those who had participated in three of marketing, told reporters that three were hardly unknown in China, known to everybody.

“In addition to other postal network at home I do not know who’s network than I am.” This is the Wu Bingxin wound up on three powerful summary of the energy market.

Pursuit of high-speed, three wide move troops, at the regional level, as many as 300 subsidiaries and more than 2,210 county offices, township-level workstation up to 13,500 direct employment of staff to absorb more than 150 000.

1997 the end of three sales plummeting, dropped 10 billion over the previous year. Wu Bingxin year-end meeting also concluded the company failures, including market management system on a serious not adapt to large enterprises, “Dinosaur disease” a serious and seriously out of control and so on financial management. 3 crisis surfaced.

Changde the outbreak, on the three companies is no different from the devastating blow.

1996 6 3, Changde, Hunan Hanshou County, retired boatman Chen Boshun by taking three oral, died on Sept. 3.

National standard GB/T15901-1994 “basic terms the food industry,” Article 2.1 “General food” is defined as “available for human consumption or consumption of substances, including processed food, semi-finished products and raw food, excluding tobacco or substances used only as drugs. “Codex Alimentarius Commission (CAC) CODEXSTAN1: 1985″ General Standard for Labelling of Prepackaged Foods “on the” general food “is defined as:” means for human consumption, whether processed, semi-processed of or processing of any substance, including drinks, gum, and food manufacturing, modulation or treatment of any substance used in the course; but does not include cosmetics, tobacco or use drugs only for the material. ” National and international standards although the definition of different ways of expression, but the meaning is the same, summed up: all the material for human consumption. In the GB16740-1997 “health (functional) foods Common Criteria” section 3.l article to health (functional) food is defined as: “health (functional) food is a food type, common with general food, can regulate the function of the human body suitable for specific food groups, but not for the purpose of treating disease. ”

General food and health (functional) foods are common yet different.

Common: Health (functional) foods and general food can provide the body nutrients essential to the survival (food for the first function), has a specific color, smell, taste, shape (the second function of food).

Difference: (1) Health (Functional) foods contain a certain amount of functional components (biological material), to regulate the body’s function, with specific functions (the third function of food); and generally do not emphasize specific features of food (food the third function).

(2) health (functional) food consumption generally has a specific range (specific groups), and general food consumption of non-specific range.

Food in general also contain physiologically active substances, due to low levels, in the human body can not function to regulate the concentration of the effectiveness of the role can not be achieved. Health (functional) food in the physiological activity of substances through the extraction, separation, concentration (or add some sort of high purity biological active substances), to play a role in the human body to the concentration, and thus have the food section three functions.

Health (functional) food and drugs are strictly different.

Drugs to treat diseases of the material; health (functional) food is still the essence of food, although some functional role in regulating the human body, but it is not the treatment of human disease on which the material. For normal physiological function, you want to maintain health or prevent certain diseases, the health (functional) food is a nutritional supplement. Abnormal physiological function for people, health (functional) food can be adjusted some physiological function, strengthen the immune system. From a scientific perspective, note that usually nutritionally balanced diet, regular habits, timely and appropriate amount of exercise to maintain a cheerful disposition, is the fundamental guarantee for health.

Foods are a special kind of nutritious food, is a “natural foods by changing the composition and content of nutrient ratio to meet the nutritional needs of special populations for food” (GB13432-1992 “special nutritional food labels” 3.l section). Such as infants and young children to adapt to physiological characteristics and nutritional needs of infants and young children’s food by adding nutrition enhancer, all belong to this type of food. Special nutritional food and health (functional) foods have in common is: are added or contain a certain amount of physiologically active substances, fitness for a particular food groups. Difference: the former does not require animals or people through the experiment, no significant effect confirmed the role; while the latter must pass the test animals or people, proved to be significant, stable effect function.