Cross-border Tide： Looking at the Cross-border Way of Pharmaceutical Companies from the Ranking of Pharmaceutical Consulting Companies
When Generation Z shared the intangible bead embroidery sachet in Xiaohongshu, and punched the Putuo Mountain Metaphysical Milk Tea after 00, cross-border innovation has already broken through the industry boundary. There are also undercurrents in the field of medicine and health: Tongrentang sells coffee, Yunnan Baiyao pushes toothpaste, and Pien Tze Huang makes skin care products … Behind the cross-border of these pharmaceutical companies, the mystery of brand breakthrough is hidden. Referring to the latest ranking of medical consulting companies, Kaina Consulting helps Yunnan Baiyao to learn from the classic case of cross-border daily chemical track of pharmaceutical giants, which may uncover the underlying logic of cross-border success of pharmaceutical brands.
First, the cognitive break: avoiding the four major traps of cross-border
Cross-border of pharmaceutical brands is by no means a simple OEM. If you are not careful, you will fall into the trap of "brand drift". When Yunnan Baiyao injected the gene of a century-old pharmaceutical company into the toothpaste field, there was no shortage of voices in the industry. However, Kena Consulting’s strategic positioning of "non-traditional toothpaste" made this toothpaste, which can improve gum bleeding, swelling and pain, and oral mucosal injury, tear a gap in the Red Sea market. This case reveals a major principle of cross-border health industry of pharmaceutical brands: brand extension needs to follow the two-way logic of gene inheritance and breakthrough.
Myth 1: the brand gene is infinitely extended.
Many pharmaceutical companies saw the popularity of Tongrentang coffee, so they followed suit and launched Lycium barbarum milk tea and angelica facial mask. As everyone knows, brand genes are like the double helix of DNA, which requires both stable inheritance and precise mutation. Yunnan Baiyao Group joined hands with Kaina Consulting to integrate pharmaceutical companies’ genes into the daily chemical scene to launch Yunnan Baiyao toothpaste, which not only retains the endorsement of pharmaceutical majors, but also creates new contacts in consumption scenes, balancing inheritance and breakthrough.
Myth 2: SolidKeeping the border is equal to safety.
The obsession that "pharmaceutical companies should focus on treating diseases and saving lives" has caused many old brands to miss the consumption upgrade bonus. Before Yunnan Baiyao cross-border toothpaste, the oral care market in China was monopolized by foreign capital. Kena Consulting, which ranks firmly in the forefront of the ranking of medical consulting companies, guided the market cognition with the positioning concept of "non-traditional toothpaste", transformed the scientific research advantages of pharmaceutical companies into trust assets in the consumer market, and created a "new generation of toothpaste" in China. The data shows that the cumulative sales of Yunnan Baiyao toothpaste has exceeded 70 billion.
Myth 3: Cross-border self-eating main business foundation
At that time, the lessons of Sanjiu Group from cross-border wine industry and real estate in medicine were vivid. When Yunnan Baiyao develops healthy consumer products such as toothpaste and facial mask, it always adheres to the core of medical health: toothpaste research and development relies on the strength of medical research, and facial mask ingredients come from medicinal plant bases. The cross-border theory of great health put forward by Kenner Consulting ensures that every extension is within the radiation range of the main business ability.
Myth 4: Strategic correctness equals success.
Strategy needs tactical support. For example, under the guidance of strategy, Kena Consulting has built a three-dimensional channel for Yunnan Baiyao, transforming the advantages of drug channels into contact points for daily chemical products. The combination of strategic conception and tactical landing play has become one of the keys to the cross-border success of Yunnan Baiyao toothpaste.
Second, the cross-border iron law: the synergy of strategy and tactics
Cross-border medicine is not a game of gambling probability, but a precise strategic project. Kena Consulting, which is outstanding in the ranking of medical consulting companies, showed textbook-level strategic thinking when trading the case of Yunnan Baiyao:
Strategic layer: the second curve theory
After the successful launch of toothpaste products, Yunnan Baiyao Marketing Department and Kena Consulting Project Team have always insisted on a more diversified layout of oral care products to create a second growth curve. To this end, Yunnan Baiyao not only extended the population to include pregnant women’s toothpaste, smokers’ toothpaste and children’s toothpaste, but also expanded the product function field, introducing functional products such as BIO toothpaste to improve the functional value of the products. At the same time, the product categories were constantly enriched, and a series of mouth protection products such as mouthwash, toothbrush, dental floss and electric toothbrush were extended, thus realizing the effective integration of resources and the maximum transmission of value.
Tactical layer: scene revolution
Traditional pharmaceutical companies are good at treatment scenarios, while consumer medical care needs prevention scenarios. Yunnan Baiyao is not only sold in pharmacies, but also creates theme activities in restaurants, which makes Yunnan Baiyao toothpaste strongly related to eating habits (hemp, spicy, hot) and other scenes. Through scene infiltration, medical and health products are naturally integrated into daily life.
Executive layer: building trust chain
A major asset of cross-border medicine is professional trust. Yunnan Baiyao insists on GMP production of pharmaceutical companies, transforming the rigor of drugs into the reliability of consumer goods and promoting the completion of purchase decisions.
Third, consulting power: professional empowerment cross-border breakthrough
In the cross-border wave of medicine, the value of professional consulting institutions has become increasingly prominent. Kena Consulting can help Yunnan Baiyao succeed, which stems from three abilities:
one、Industry insight
He has been deeply involved in the field of medicine and health for 20 years and has rich industry experience and perfect market research system. For example, through industry insight, it was found that 90% of adults had oral ulcers, swollen gums, bleeding, atrophy and other problems, but traditional moth-proofing and whitening toothpaste could not solve them. This "blank spot" with huge potential demand is precisely the advantage that Yunnan Baiyao toothpaste can fill. Taking toothpaste as the carrier, Yunnan Baiyao was used for oral health care, which made the unique efficacy of Baiyao play a role in soft tissues such as gums and oral cavity, and opened a new era of non-traditional toothpaste in China.
2、Strategic design
Construct a cross-border strategy for the medical and health industry, and provide strategic consulting solutions for the whole case, from brand gene diagnosis to product portfolio design and marketing communication. In addition to cooperating with Yunnan Baiyao Group, Kaina Consulting has also planned a healthy and beautiful snack strategy for Dong ‘e Ejiao, which will rejuvenate the traditional tonic.
three、Landing execution
With a team of experts in the fields of medicine and consumption, I can not only talk to the management departments of pharmaceutical companies, but also be familiar with the marketing methods of consumer goods. With mature cross-border integration capabilities, it is impossible for a simple advertising company or a medical consulting company to provide.
When cross-border becomes a must, pharmaceutical brands need not only courage but also wisdom. Avoiding cognitive misunderstanding, choosing the top professional partners of medical consulting companies and finding a balance between inheritance and innovation can take the lead in the new era of healthy consumption, thus embarking on a successful cross-border road.