“Re-do the old things” and develop more trendy Chinese medicine consumer products that fit the lifestyle of young people.

It is learned that Zhengzheng Chinese Medicine has completed an angel round of financing of millions of dollars, and the lead investor is Starting Capital . The founder Li Zhifeng told us that this round of financing will be mainly used for product development and sales channel construction.

On December 25, 2016, China ’s first national law on traditional Chinese medicine, the Chinese Medicine Law, was introduced, and the Chinese medicine industry ushered in major benefits. However, traditional Chinese medicine-related products face problems such as product aging, cumbersome use procedures, and poor user experience.

Zhengzhi Traditional Chinese Medicine was established in 2018, hoping to iterate the “old things again” by iterating traditional Chinese medicine prescriptions and hospital preparations “New Hanfang” health consumer products that young people like.

Zhengzheng Chinese Medicine

Zhengzheng Chinese Medicine first chooses to cut from the wounded plaster. Li Zhifeng introduced, China is a veritable consumer of plaster stickers, consuming more than 5 billion stickers, but more than 99% are traditional old plasters with soil, plaster and dirty smell. Behind the propaganda slogans such as “Hundred Years Old Recipe”, “Family Heritage”, “Court Secret Recipe”Traditional practitioners consider how to reduce costs and increase marketing investment, but have little innovation in products.

It took more than a year for Zhengzheng Traditional Chinese Medicine to invest millions in research and development. In April 2019, it launched the first plaster plaster “Xiangtie”. The biggest feature of this plaster patch is clean, light, and no odor. Consumers have only a fresh mint fragrance on their bodies, and there will be no residue on the skin after tearing off.

Zhengzheng Traditional Chinese Medicine Cooperate with scientific research institutes from a variety of An effective ingredient from a medicine and food homologous plant was found in the Chinese medicine formula, and an effective active ingredient with a purity of up to 98% was extracted through innovative technology. High performance liquid chromatography method), the amount of active ingredients per unit area is more than 200 times that of ordinary plasters, and the analgesic efficiency is greatly improved. At present the relevant core invention patents are being declared.

The target users of the incumbent Chinese medicine are office workers. Under social pressure and family pressure, they are in poor health and the most common condition of shoulder and neck pain. At the same time, this group of people is relatively rational, and it is easier to understand the concept of product innovation, which can also influence the consumption decisions of other members in the family.

In the face of shoulder and neck pain, many young people will regularly massage to relax, but more often they choose to carry it hard. Li Zhifeng said that the innovation of “Enjoy stickers” has effectively improved the product experience, solved the user’s social embarrassment, and can be used during work, which has greatly expanded the application scenarios. “Enjoy stickers” on the packaging was also designed for young users, and invited young sculpture artist Zhou Beili to design the release film.

Zhengzheng Chinese Medicine-Ointment Patch

At present, there are 3 plasters in Chinese medicine, and the large-scale packaging is priced at 49 yuan / box, slightly higher than the industry level. It is worth mentioning that some consumers have the habit of cutting out the plaster stickers. For this reason, TCM has launched a small tablet packaging, which is mainly cost-effective, less than 1 yuan.

In the past year, “Xiangtie” has mainly been sold in one online and offline channel to testTest and collect user feedback. This year, “Enjoy Stickers” began to be launched on other e-commerce channels, including Tmall stores, Tmall supermarkets, Alibaba pharmacy, JD self-operated, Xiaohongshu, etc. In order to enhance the brand endorsement, “Enjoy stickers” has also entered some offline pharmacies.

In addition to external plasters, Zhengzheng Chinese Medicine is gradually developing internal medicine categories, such as Hanfang tea. In terms of product expansion logic, it is Japan Tsumura Pharmaceutical that is in charge of benchmarking traditional Chinese medicine. This is the only listed company in Japan that focuses on Hanfang, with more than 120 products. In 2016, its prescription drugs sales accounted for 80% of the total sales of Hanfang products in Japan.

Currently in charge of Chinese medicine has reached strategic cooperation with the World Federation of Chinese Medicine Societies and Shanghai Dermatology Hospital, and will continue to invest in the future through new aesthetics and new technology 、 New link, With the power of technology, we can implement more new Hanfang healthy consumer products that fit the lifestyle of young people , and combined with new platforms such as vibrato and fast hands to achieve fast links with consumers. Li Zhifeng said that Zhengzheng Traditional Chinese Medicine hopes to learn from and surpass the Japanese herbal medicine, so that traditional Chinese medicine can benefit the world.

Starting Capital Partner Kong Huawei said, Chinese medicine has a very long history, and The development of technology has brought a lot of room for imagination. Technology has changed the way of the supply chain, New technology has brought product innovation, combined with the new marketing model under the Internet, this traditional industry has the opportunity to achieve ten times or even A hundredfold rapid growth.

There are currently more than ten people in the executive Chinese medicine team and the headquarters is located in Shanghai.