First, the truth of Nanjing Tong Ren Tang

Nanjing Tong Ren Tang brand confusion

Tong Ren Tang, a golden sign that embodies the minds of several generations, a century-old brand with a history of 300 years, represents the quality and culture of Chinese medicine! Is a traditional Chinese medicine treasure! A “Large House Door” makes Tong Ren Tang’s brand more resounding across the globe, and Tong Ren Tang deserves to be a synonym for China’s outstanding 100-year herbal brand!

The most impressive thing about Tongrentang is Beijing Tong Ren Tang! The dispute over the Tongrentang Zongzheng and the brand dispute have also aroused heated debate in the industry, which has become a hot news for the industry and national brands. The influence of Tong Ren Tang is self-evident, but some people know little about Tong Ren Tang's other authentic rumored Nanjing Tong Ren Tang! Over the years, Nanjing Tong Ren Tang has been developing its national market with Jiang, Zhe, and Shanghai as bases. It has already made achievements at the beginning, and its main product, Paishi, has been at the top of the list for several years! Its OTC double cross breed antelope cold oral liquid is also a sudden rise in parts of South China, East China and Central China! Since the main sales channel for the product is the clinical market, although it is well known in the industry, the popularity of the mass market is low! This is precisely the confusion of Nanjing Tong Ren Tang! How does the company marry a hundred-year brand to the product? How can China's time-honored brand name give Nanjing Tong Ren Tang a new brand connotation? How to get out of the aura of Beijing Tong Ren Tang to create its own brand characteristics? As the unique trademark of Nanjing Tong Ren Tang, “Lejia old shop”, how to quickly spread from well-known trademarks to well-known brands? This is a problem that Nanjing Tong Ren Tang has to think about and have to face!

Tong Ren Tang's "last name is not white"

Ever since CCTV hit the mainstream and popularized all over the world, what has been the most popular TV show in the country? There are many reasons for its success, but the intriguing storyline has indeed contributed.

According to media reports, the play was created based on the history of Tong Ren Tang. Following the CCTV hit, "Daigu Gate" continues to compete in the provincial satellite TV and local stations. It is no wonder that many viewers who entered the role actually mistakenly believe that Tong Ren Tang is a white house sign. In fact, Tong Ren Tang is a product of the spirit and culture of the Leshi family. The surname is Yu rather than Bai, and its founder is Yue Xianyang instead of Bai Jingqi (drama character).

Tong Ren Tang pharmacy is a well-known old pharmacy in Beijing. It has a long history and is known both at home and abroad. The famous “Kyoto Tongren Lejia old shop” is famous for its famous Chinese and foreign brands. It is known as the oldest pharmacy in Beijing. The reason why Tong Ren Tang is called "Lejia old shop" is because its founder surnamed Le, called Le Zunyu. Lejia's ancestral hometown is Cishui Town, Ningbo, Zhejiang Province. Le Chung-yu is the fourth-generation rumors. When he came to Beijing, he was catching up with Yongle Kintori in the Ming Dynasty. So he went to Taihe Hospital as an eyecatcher and in charge of clerical accounts. There are many books in the collection of the Tai hospital, so he collected a lot of ancient recipes and secret recipes from the private sector. He has prepared extremely favorable conditions for him to establish the Tong Ren Tang pharmacy in order to improve the quality of proprietary Chinese medicines.

In the eight years (1669) of Emperor Kangxi of the Qing Dynasty, with the help of a friend, Le Zuo Kong, who was the son of Le Zyu, opened a Tong Ren Tang pharmacy in the south of Dashilan. After decades of painstaking efforts, Tong Ren Tang has developed. The major development of Tong Ren Tang began with the provision of “enjoyment” (purchase of traditional Chinese medicines for Qingyu Pharmacy, which was then known as “confession”) during the Yongzheng period for the imperial court of the Qing court. Tong Ren Tang has established a backing for the “enjoyment” of medicines for the imperial palace, which not only has improved the prestige of Tong Ren Tang, but also provided a solid economic strength for the later development of Tong Ren Tang.

Since its inception, Tong Ren Tang has been handed down from generation to generation, always adhering to the purpose of Le Lian Yu's founding: Pharmaceuticals are meticulous and drugs are genuine. Nanjing Tong Ren Tang originates from Tong Ren Tang and Le Family. In that year, the political center of the Nationalist Government moved south. In order to develop in the new region, the Leshi family broke the rule of “no semicolon”. In 1926, it established the "Nanjing Tongrentang Kyoto Lejia Old Shop Nanjing Semicolon" in Nanjing. Its production process, recipes for medicines, and management methods all inherit the old Beijing store, and "home furnishings are complicated but will not be artificial; tastes are expensive and will not dare to reduce material resources." This has also become the norm for Nanjing Tong Ren Tang.

How do you shine for a century-old brand?

The hundred-year brand is the biggest resource advantage of “Nanjing Tong Ren Tang”, and the “Lejia Old Shop” is the core resource of corporate brand. Turning over the history of Nanjing Tong Ren Tang, it is not difficult to find that although there have been many explorations and innovations in the course of more than 80 years of development, the overall thinking is more conservative. Among Jiangsu pharmaceutical companies, Nanjing Tong Ren Tang is a relatively high starting point, but it has developed steadily. Once lagging companies have come to the forefront. This has added considerable pressure to Nanjing Tong Ren Tang. Enterprises must emancipate the mind in a drastic manner and formulate relevant policy guidelines and practical strategic plans so that the company can fundamentally change.

Over 80 years of brand accumulation has made Nanjing Tong Ren Tang brand deeply rooted in the hearts of people, especially in the southern regions such as Jiangsu, Zhejiang, Fujian, Guangdong and Shanghai. However, if you want to seek greater development and gain greater market share, you must integrate existing resources for marketing and change. How to seize the opportunity, especially relying on the aircraft carrier of Nanjing Pharmaceutical Co., Ltd., to rapidly increase its strength and make its own brand characteristics! Nanjing Tong Ren Tang must take another approach and make strategic adjustments.

Second, Nanjing Tong Ren Tang network communication strategy

Find the difference, accurate positioning

From "Yongzheng San" to "Dianshi Granules", from "Yao Yao Pill" to "Ru Ning Granules", Nanjing Tong Ren Tang not only has ancient heritage, but also has scientific and technological innovations. It strives to make features from innovative medicines and start brands. This is also the differentiated brand strategy of Nanjing Tong Ren Tang and Beijing Tong Ren Tang! The Paishi granules are also the top products of Nanjing Tong Ren Tang. Taking Paishi granules as a leader and making Nanjing Tong Ren Tang’s innovative medicine bigger, this is regarded as an excellent strategy for big brands.

The old products operated by Nanjing Tong Ren Tang are mostly the same as those of Beijing Tong Ren Tang, while Paishi Granules is an innovative breed developed by Nanjing Tong Ren Tang in the 1970s. "Lejia old shop card" Paishi granules, belonging to the original research varieties, access to a number of awards such as protection of traditional Chinese medicine, is currently the country's leading brand in the field of urinary system row of stone drugs, but also the company's core fist of the main varieties. In the past 30 years, Paishi Granule has been the market leader, with an annual sales return of more than 80 million, accounting for 70% of sales revenue. In the domestic row of stone particles in the top sales.

Since it has its own competitive products, Nanjing Tong Ren Tang is precisely positioned to make a distinction between Paishi Granules and Beijing Tong Ren Tang. Because Beijing Tong Ren Tang only inherited the product, there is no innovation. However, Paishi granules are not unique to Nanjing Tong Ren Tang. With the expiration of traditional Chinese medicine protection, many manufacturers have begun to imitate production as inevitable, so the competitive pressures faced will inevitably increase. Especially in the face of the competitive impact of clinical extracorporeal lithotripsy, it is therefore necessary for us to focus on brand positioning and creation.

Build brand, widely covered

Over the years, Nanjing Tong Ren Tang has been positioned in the row of stone market, from the row of stone market space, a single product, Nanjing Tong Ren Tang row of particles ranked the market leader, sales are also very impressive. However, if you think of a big increase, focusing on the row of stone market is a major constraint. But under such a large sales base, the sleep market is fundamental and fundamental. Then, how to adjust the position? What is the direction?

First of all, starting from the function of the product, Nanjing Tong Ren Tang Paishi Granules has very good functions: For small stones, and patients who are in conflict with surgical treatment, Paishi granules alone can be used for treatment; for larger stones, Paishi granules can be used as Preoperative medication, with extracorporeal lithotripsy; after extracorporeal lithotripsy, with the use of Paishi granules to make residual stones easier to excrete, and reduce the inflammatory response; as a long-term postoperative medication, can fundamentally regulate the function of the corresponding organ, reduce the stone Recurrence rate. However, such introduction of products is not conducive to publicity, and it is also more complicated to describe, and there is no memory. This is like, obviously, gold, but sold into the price of silver. Therefore, Nanjing Tong Ren Tang proposed that “two major points of view: preoperative and postoperative choice of drugs for extracorporeal lithotripsy” and “to be ranked with Nanjing Tongrentang” should be publicized.

As a result, after in-depth analysis, with the row of stone as the center, the row of stone particles will be positioned and pulled to other products for proper expansion, and the innovative concept of traditional Chinese medicine for Nanjing Tong Ren Tang will be gradually introduced.

1, to start, first distinguish

Nanjing Tong Ren Tang seized the core of propaganda, and “Nanjing Tong Ren Tang is ready to fully use the 'Lejia Old Shop' logo as a comprehensive introduction to Nanjing Tong Ren Tang” as a publicity point. It widely publishes press releases in online media to let consumers know the difference between North and South Tong Ren Tang.

Explaining the historical origins, product differences, and market segmentation of Tongrentang from north to south and telling the people a true Tong Ren Tang in Nanjing: on the one hand, to promote the brand image of Nanjing Tong Ren Tang across the country, and on the other hand, to establish the product image of Nanjing Tong Ren Tang’s main varieties and to shape it. Nanjing Tong Ren Tang's domestic brand awareness and reputation.

2, the basis of stability, strong breakthrough

When the online media reported a significant difference between the North and South Tong Ren Tang, according to the survey results, Nanjing Tong Ren Tang has already enjoyed a good reputation among consumers and the market, and most consumers have separated North and South Tong Ren Tang. There will always be problems. As mentioned before, the North-South Tongrentang is a family, and it is a long-established Chinese medicine brand. The products it operates are very different. If consumers know that there is a difference between the North and the South, then can they think that they are Tong Ren Tang, Buy South Buy North are the same?"

If you want to start branding, this kind of worry is inevitable. Once that happens, the “North-South divide” that was publicized before that time will be a draw.

Next, what Nanjing Tong Ren Tang needs to do is to urgently launch its own competitive products when the residual heat in the first phase has not fully receded, and once again push Nanjing Tong Ren Tang into public view. What was different from the first stage at that time was that this time, Nanjing Tong Ren Tang once again entered the public eye and was not “lonely” but with its own “star product” - Paishi. This move not only brought out Nanjing Tong Ren Tang's own products, but also further differentiated North and South Tong Ren Tang. It also strengthened the status of Paishi granules as the leader of Paishi Market, and won more communication opportunities and market space for Nanjing Tong Ren Tang.

Nanjing Tong Ren Tang is not destined to fight a single product from the promotion of its products, otherwise the advantages will be difficult to play! The Nanjing Tong Ren Tang brand has been launched, and its superior products have been deeply rooted in people's minds. The next step is to use a single product to drive a series of products and use the network to achieve breakthroughs in the total amount.

3, do series, stabilize the market

After all, Nanjing Tong Ren Tang is a brand. If you want to grow bigger, if you only have one stone product, it is obviously unrealistic. Without a series of products, if you want to occupy the market for a long period of time, it is a “spies of the Arabian Nights.” It is also a matter of no harm for the company itself. Therefore, the next online publicity is a greater challenge for Nanjing Tong Ren Tang.

As a major strategic tool for the network, Nanjing Tong Ren Tang conducted a centralized infiltration. Through the authoritative website, "Nanjing Tong Ren Tang: Innovation creates the brand", "Origin of the same origin, the same strain in the same line, the differentiation of the North and South Tong Ren Tang brand", "Dialogue with the owner - Nanjing Tong Ren Tang rely on what to stay competitive", "Visit the exploration of ancient China to find the old" "Nanjing Tong Ren Tang" and other news further deepen consumers' perceptions of the distinction between North and South Ren Tong Tang. At the same time, it is not only Paishi Granules's product that brings out Nanjing Tong Ren Tang. It is not only stable when it comes to "Innovation in Traditional Chinese Medicine" but also brings out other products of its own. The row of stone market has also expanded other related markets.

4, to borrow, but also to create

Nanjing Tong Ren Tang increased its efforts in propaganda and used its skillfully. At the time, the upcoming Xi'an Pharmaceutical Fair was the starting point for the media operation. A nationwide brand-building campaign was conducted. The brand information of Nanjing Tong Ren Tang was published on the online media, and the product promotion of the regional market was combined with the characteristics of the main varieties.

In terms of brand communication, it is necessary to intensify efforts to strategically communicate the brand connotation of Nanjing Tong Ren Tang Lejia old shop through a combination of press conferences. In terms of the content, we use the big brands to drive the fist products, and then use the fist product to drive the promotion order of other products, and gradually introduce Nanjing Tong Ren Tang and its series of products into the market.