How affectionate is white grass? It is vividly reflected in the pan-consumption transformation. Recently, the Ministry of Health said that it is safe for healthy people to eat artificially planted ginseng according to their consumption. According to "People's Republic of China (PRC) Food Safety Law" and "Measures for the Administration of New Resource Foods", ginseng (artificially planted) is approved as a new resource food, and the daily consumption is not more than 3g. As soon as the news came out, * * * Angel Pharmaceutical and Yisheng Pharmaceutical
According to industry insiders, with the upgrading of social consumption level, Chinese medicine new resource food is expected to usher in new development space. At present, Chinese medicine industry, as the most traditional part of strategic emerging industries, is not only paid attention to because of its potential to develop into modern Chinese medicine, but also shows a trend of cross-variety transformation and great health transformation. The new resource food of traditional Chinese medicine, which is based on the homology of medicine and food, will become another sharp weapon in the emerging traditional Chinese medicine industry.
The dual use of drugs and food to increase demand
There are more than 80 kinds of articles that are both medicines and foods in Chinese laws and regulations, and there are more than 100 kinds of Chinese herbal medicines that can be used as health food. China is the largest producer of ginseng in the world. Before 1990s, some ginseng products were allowed to be sold in the market as food. However, after 2002, ginseng was included in the list of available items of health food, which was limited to the scope of health products. Ginseng has been approved as a new resource food, and its consumption and demand are expected to increase.
Among A-share listed companies, Angel Pharmaceutical, Yisheng Pharmaceutical and Kangmei Pharmaceutical have advantages in ginseng resources. However, in the case of only medicine, the price of ginseng is unstable due to the relationship between supply and demand, and the income it brings is also unstable. With the fluctuation of ginseng price, in the middle of 20 12 years, the operating income of ginseng products of Angel Pharmaceutical Company was1.1.20 billion yuan, down 53.69% year-on-year, and the net profit was 56 159800 yuan, down 49.6 1% year-on-year. However, the gross profit margin of Qingkailing injection and Shengmai injection of Yisheng Pharmaceutical decreased due to the price increase of main raw materials such as red ginseng.
A researcher in the pharmaceutical industry of a brokerage firm said that China is a traditional consumer of ginseng, but its annual consumption is only over 2,000 tons, and its export price is about110. One of the important reasons is that China ginseng is only used as medicine, while South Korea buys ginseng from northeast China, then processes it into high-end consumer goods and sells it back to China at a high price.
According to reports, Changbai Mountain in Jilin Province is the largest ginseng producing area, accounting for 70% of the world's output. However, there are few leading processing enterprises in China, lacking strong brands, and nearly half of them are individual participants. The way of destroying forests and carrying ginseng destroys the ecological environment and inhibits the growth and benign development of the industry.
Cultivating leading enterprises in ginseng industry has become one of the priorities of Jilin Province. As early as 20 1 1, ginseng was used as medicine and food in Jilin province. According to the opinion of revitalizing ginseng industry in Jilin Province, leading enterprises will be supported by building standardized production bases. It is planned that the output value of ginseng industry will reach 20 billion yuan in 20 12, 40 billion yuan in 20 15 and10 billion yuan in 2020. Angel Pharmaceutical, Yisheng Pharmaceutical and other enterprises have received key support.
At the 8th China Jilin Northeast Asia Investment and Trade Expo held a few days ago, some leading ginseng enterprises seized the "dual-use medicine and food" market in succession, and Angel Pharmaceutical Company introduced dozens of ginseng foods such as ginseng tea series, ginseng wine series and ginseng sugar series.
It is understood that ginseng fruit and vegetable enzyme is the first "medicine and food homology" product of Angel Pharmaceutical Co., Ltd., which is made of ginseng, vegetables and fruits. At the same time, the ginseng, medlar and apple juice produced by the company also make market participants feel refreshed. At present, there are more than 60 kinds of ginseng foods being studied by Angel pharmaceutical industry, and ginseng biscuits, ginseng wine and ginseng tea are recognized by consumers. People from Jilin Ginseng Engineering Technology Research Center said that allowing ginseng to enter food is the expectation of ginseng industry and farmers for many years, which will greatly enhance the international competitiveness of China ginseng industry and promote the revitalization of Jilin ginseng industry.
The product extension opportunities brought by "homology of medicine and food" to Chinese medicine enterprises are not limited to ginseng.
In February 2002, the Ministry of Health issued a list of items that can be used as health food, including ginseng, ginseng leaves and ginseng fruits, to prevent them from entering the field of ordinary food. In addition, 1 10 items such as panax notoginseng, salvia miltiorrhiza, Schisandra chinensis, American ginseng and Polygonum multiflorum Thunb. Aloe vera and motherwort inhibit the application range of these raw materials.
Once these medicinal materials are approved as "dual-use medicine and food", there will be great market demand. According to the data of the Ministry of Health, there are as many as 87 kinds of medicinal and edible items in China, including clove, yam, Siraitia grosvenorii, papaya, licorice, cassia seed, poria cocos, honeysuckle, medlar and mint. Among them, drinks or solid foods produced by some medicinal materials have a broad market, such as papaya juice, licorice tea, cassia seed tea, tuckahoe cake and tuckahoe cake, which are sought after by the market.
Cross-regional enterprise crossfire
Facing the market opportunity of "dual-use medicine and food", Chinese medicine enterprises and food enterprises are on the verge of fierce competition in the field of food and beverage, and multinational enterprises have coveted this market for a long time.
Observing the new resource food officially produced by the Ministry of Health before, we can see that many Chinese medicine enterprises and food enterprises need to cope with fierce market competition.
Only in the field of coke, there are Shaolin Coke produced by China Medicinal Materials Company and Kaifeng Chinese Medicine Factory, Tianfu Coke produced by Chongqing Beverage Factory and Sichuan Institute of Chinese Medicine, Shanghai Coke produced by Shanghai Chinese Medicine Factory, Great Wall Coke produced by Zhangjiakou Great Wall Pharmaceutical Factory, China Coke produced by Hangzhou Limin Pharmaceutical Factory, and Tian Li Beverage produced by Qinghai Institute of Sports Science and Institute of Chinese Medicine. These products need to be compared with Chinese medicine enterprises to grab the market share of catering enterprises. It is worth noting that in the fierce market competition, some products eventually lost.
Kangbain and Longli Bio, listed Chinese medicine companies, also have new resource foods such as sunshine nutrient solution and xylooligosaccharide respectively. Some powerful medical research institutions have begun to push the research and development of new resource foods of traditional Chinese medicine to the high end and depth. For example, Beijing Fan Hua Pharmaceutical New Technology Research Institute was approved to produce Cordyceps polysaccharide nutrient solution, and Younuokang was approved to produce vitality nutrient solution, both of which have strong R&D strength or marketing ability. Alliances between pharmaceutical companies and food companies have also surfaced. Lanzhou Kelin Biological Products Factory cooperated with Beijing Sibolian Green Food Company to develop the essence of Wang Bu Cordyceps, and promoted it through various channels.
Chinese herbal medicine beverage is often regarded as the best embodiment of the concept of "homology of medicine and food". Among them, the most mature Wang Laoji herbal tea is a well-known leader of Chinese herbal medicine drinks, which has conquered the myth of Coca-Cola in the domestic market and attracted many imitators.
The research of Huachuang Securities shows that China's beverage industry is a new industry developed since the reform and opening up, and it is a hot spot and a new growth point in consumer goods. The development of functional drinks will highlight the future potential of the beverage market. The Chinese herbal tea beverage market will be more prosperous, and the growth rate of the Chinese herbal medicine theme beverage market will be higher than the whole. The annual sales in 20 13 is expected to exceed 50 billion yuan.
The expanding market space makes Chinese medicine enterprises covet. At present, in the field of herbal tea, there are Wang Laoji herbal tea of Guangyao, He Qizheng herbal tea of Dali Group, Jianshengtang herbal tea of Guangzhou, Huang Zhenlong herbal tea of Guangzhou and Xiangxue Pharmaceutical. Some Chinese medicine enterprises and food enterprises have also joined hands to expand the coverage of beverages with the help of the concept of new resource food, such as healthy germanium beverage jointly developed by Changzhou Lijia Health Products Factory and Shanghai Smelter Semiconductor Materials Branch, and Vitality King SOD beer jointly developed by Shanghai Baoan Biotechnology Company and Zhejiang Linping Brewery, which has brought some new ideas to the market.
According to Li Qiong, deputy director of Beijing Biotechnology and New Medicine Industry Promotion Center, high-growth and long-term products of Chinese medicine enterprises are constantly emerging. At present, China's aging population exceeds 65.438+0.8 billion, the market scale of Chinese medicine health care products is expanding rapidly, and the industrial environment is improving day by day. In the past 10 years, the consumption growth of American health industry has surged from $200 billion to the current scale of 1 trillion dollars. It can be predicted that with the continuous growth of national health awareness and health care consumption capacity in China, the development of traditional Chinese medicine derivatives represented by traditional Chinese medicine drinks will accelerate.
The competition behind the transformation has intensified.
A person from the US Food and Drug Administration in China said that the transformation of Chinese medicine enterprises into fast-moving consumer goods production not only has traditional brand advantages, but also is restricted by marketing model. According to reports, Chinese medicine companies have strong research and development capabilities and high reputation in the inherent brand market, which is easy to transform into a competitive advantage for enterprises. However, the marketing and competition of fast-moving consumer goods are very different from drug sales. If Chinese medicine enterprises suddenly cut in, they may not be able to achieve rapid growth.
Angel Pharmaceutical is deeply touched by this. The company's 20 12 interim report said that with the continuous introduction of new varieties of ginseng food, the increase of product types and the expansion of overall production capacity will bring new challenges to the company's sales ability. Some products are different from the company's existing proprietary Chinese medicines in terms of market delivery, sales channels, sales models, etc. Whether the sales can increase synchronously is restricted by marketing investment and network construction. If the company can't gain competitive advantage in product quality, capital investment and sales strategy, it will affect the company's operating income and overall performance.
On the other hand, the changes of Chinese medicine derivatives industry in recent 20 years can be found that food enterprises or daily chemical enterprises can often seize the opportunity before Chinese medicine enterprises by virtue of accurate market judgment. As early as 1983, traditional Chinese medicine toothpaste came out, and the sales in that year reached120,000 yuan. It was not until 2005 that Yunnan Baiyao toothpaste began to expand the market of traditional Chinese medicine toothpaste. At the same time, Tianqi, Nais, Libai and others also rose with the concept of "Chinese herbal medicine" and played a very important role in the field of daily use of traditional Chinese medicine. In 2005, Nielsen found that the market share of toothpaste with the theme of traditional Chinese medicine reached 50%.
The insiders believe that the market environment of Chinese medicine enterprises is relatively closed, drug prices are controlled by policies, drug bidding is controlled by policies, and drug advertising is prohibited by policies. Due to the differences with other market environments, when they suddenly cut into the FMCG market, the transformation of Chinese medicine enterprises is often unsatisfactory in the short term.
In addition, the market positioning of the concept of traditional Chinese medicine requires enterprises to make accurate judgments. According to the data of Huachuang Securities Research Institute, there are 22 kinds of Chinese herbal medicines with tooth-strengthening function, but the ingredients promoted by Chinese herbal toothpaste are different. The same is true in the field of beverages and food. Health food ingredients with immunomodulation function include Ganoderma lucidum, American ginseng, ginseng, spirulina, lentinan, etc. Health food ingredients with sleep improving function include Acanthopanax senticosus, Schisandra chinensis, melatonin, Gastrodia elata, Radix Paeoniae Alba, etc.
Large pharmaceutical companies such as Tong Ren Tang, Taiji Group, China Resources Shuanghe, Jiang Zhong Pharmaceutical and other health foods are constantly rushing to the retail terminal. In addition, it is worth noting that many pharmacies have begun to expand their health food business due to factors such as drug price reduction. With the change of residents' consumption pattern and the enhancement of prevention concept, Chinese herbal medicines such as honeysuckle, boat-fruited Sterculia and cassia seed have also begun to seize the market share of tea, and a fierce competition seems to be brewing.
More than 400 foreign-funded enterprises, including Wyeth, niles, Amway, Sunrider and Avon, have also continuously strengthened their layout in the health food market in China. In 20 10, the sales of Amway China in China reached 2 10 billion yuan, of which health food accounted for 60%. Li Qiong introduced that more than 400 foreign-funded enterprises have gained about 40% market share in the domestic market with 7% varieties, which makes domestic Chinese medicine derivatives enterprises face a more arduous competition pattern.