Zhendong Pharmaceutical (300158) announced on April 23 that Li Anping, chairman of Zhendong Pharmaceutical, applied for resignation as chairman of the company, and the board of directors elected Li Kun, director of the company, as the chairman of the company's fifth board of directors.
At the right time, "First Pharmacy Caizhi" got the opportunity to have an exclusive interview with Mr. Li Kun, and for the first time, everyone had a deeper understanding of the new head of Zhendong Pharmaceutical.
文 | Mo叔
Founded in 1993, Zhendong Group started with oil trading and became the first private industry in China in 7 years, transformed into a pharmaceutical company in 2002, and built the first GEM listed company in Shanxi Province in 8 years, with assets of more than 10 billion yuan. In 2015, it spent a huge amount of money to acquire Langdi Pharmaceutical, and quickly became the "king of calcium in China".
Now Zhendong has turned again and entered the 100 billion hair growth market, and the sales volume of the main product Dafeixin in retail pharmacies has increased from zero to 500 million, creating the first brand of anti-detachment in China.
And the helmsman who led the turn of Zhendong has handed over the baton from the founder Li Anping to the "new head" Li Kun.
△ Li Kun, chairman of Zhendong Pharmaceutical
"We have taken a completely different path from the competition, and we are confident that we will continue to maintain rapid growth in the field of anti-detachment, and rush to the next peak with Zhendong. Li Kun, chairman of Zhendong Pharmaceutical, said in an exclusive interview with "Caizhi of the First Pharmacy".
01
Break the game online, but offline is the future
Creating a large gold single product is an eternal topic for pharmaceutical companies.
In recent years, with the use of new media, online explosive products are not uncommon, but most of them have a short life cycle. According to Nielsen, 70% of FMCG products survive less than 18 months.
In Li Kun's view, "short-lived" products are of little significance, especially in the pharmaceutical retail industry, where products can last for a long time and properly solve the health needs of consumers is the real product power of the brand.
In 2017, Zhendong was galloping on the journey of Lendit Calcium to become the "King of Chinese Calcium", and at that time, Zhendong began to lay out and cultivate the next gold single product, and handed over this important task to Li Kun.
In the impression of many Zhendong people, Li Kun has always been very calm and low-key. However, in the early days of the Dafeixin project, Li Kun, who has an international vision, has been very bold in using many new e-commerce methods, and he is at the forefront of the domestic pharmaceutical circle at that time. Like what:
- The "Save the Hairline" Douyin Challenge broke the industry's conservative stereotype of the pharmaceutical industry, and with brainwashing magic music and novel and interesting creative gameplay, the topic was exposed 10.18 billion times, ranking first in the Douyin Challenge in the big health industry.
- Bold innovation, leading brand innovation and early adopters, and taking the lead in trying OTC brand action. Jointly with Xiaohongshu, it launched a series of pioneering projects such as Jimei Alliance, Treasure Ingredients in China, and Healthy Life Classroom, becoming the No. 1 pharmaceutical brand in Xiaohongshu's big health industry.
- Keen judgment, in 2023, with a keen judgment of the national short drama boom, Da Feixin and the Kuaishou platform created the first short drama "Let Love Start from the Beginning" in the OTC industry, which detonated 1 billion+ broadcasts, contributing another classic marketing case to the pharmaceutical industry.
The success of online marketing has brought rapid business growth to Dafeixin, and from 2019 to 2022, Dafeixin led its peers with a high growth rate of 59% compound growth rate.
However, even though Da Feixin has achieved good results online, Li Kun still firmly believes that "the huge offline consumer market must not be given up." What's more, with his understanding of e-commerce, it is usually difficult to make an online brand for a long time.
"Although we have this awareness, in fact, for a long time, we have not paid enough attention to consumers, and we have not paid attention to whether consumers are resistant to drugs in the later stage, whether they have allergic reactions, and whether they can really stick to it for a long time. Li Kun said in an exclusive interview that we are increasingly aware that long-term customer management is much more important than one-time wide coverage.
Therefore, starting in the second half of 2022, Li Kun led the team to develop a consumer service management model and launched the "4V1 service model". This model mainly includes doctors, medical assistants, shop assistants and representatives of Dafeixin, and four people serve one person.
- Doctors: build basic trust for consumers and solve difficult problems in the process of use;
- Medical assistance: answer some common use questions, and provide consumers with long-term medication accompaniment;
- Clerk: When it is found that consumers have new needs, such as finding that women are lacking in qi and blood, the pharmacy clerk will send relevant product links to consumers in time to help them obtain better results.
- Representative: To meet the after-sales needs of consumers, such as offline appointments with relevant doctors, in case of adverse reactions, timely contact with the hospital for consultation, etc.
Through the in-depth service of offline clinical + OTC, patients are given a definite curative effect. At the same time, the value of in-depth services is also directly fed back to the business level. For example, in the cooperation with a chain enterprise in Guizhou, Dafeixin has increased from more than 600 boxes per month to more than 5,000 boxes, and then stabilized to more than 2,000 boxes per month.
Looking at the current situation of brand competition in the pharmaceutical category, many brands are still in the traditional FMCG model of relying on large-scale advertising to boost sales. Li Kun insists that pharmaceutical brands must start from the needs of patients and serve patients. Under his leadership, Philip has found a new way to consolidate the brand position and drive market growth through in-depth consumer management strategies.
These successful cases have strengthened Li Kun's determination to carry out in-depth consumer management. "This year's plan is to serve 100,000 consumers in depth through omni-channel. At the same time, he also emphasized that offline services bring consumers a much stronger sense of trust than online, and offline business will gradually surpass online business.
At present, Dafeixin has become the main growth point of Zhendong Pharmaceutical in the field of chemical drugs, and Dafeixin has derived a full-chain service from a single hair growth product, including shampoo and hair care, internal hair care, diagnosis, treatment and massage, providing full-cycle system management for consumers' hair health.
02
In previous years, 100 people walked 99 people
The project was almost "stripped off"
Before the Dafeixin project was on the right track, it experienced a "darkest moment".
"In the first few years of the project, almost 100 people came and 99 people left, and that was the most painful period. Li Kun recalled that at that time, the team was built from 0, and Zhendong's original experience in the field of oncology was very different from that in the field of germination, and it can be said that every step was to cross the river by feeling the stones.
At the most difficult time for the Dafeixin project, it was almost spun off by a listed company. Fortunately, Li Kun has always insisted on doing it, and encountered the rise of the "beauty economy", so that Da Feixin, who has reached the top of the OTC field today.
In the face of huge pressure inside and outside the group, there are two main reasons for him to persist in holding on:
One is from a theoretical point of view, the rapid growth of hair loss in recent years, the awareness of the whole society has been significantly improved, especially the gradual attention to the treatment of hair loss in the hospital, which has played a positive role in the development of the entire category.
According to the results of Zhongkang's 2023 consumer health quantitative survey, appearance-related problems such as skin, hair loss, and oral cavity have jumped to the top five problems that have plagued consumers' health in the past year.
"As long as it's in the right direction, the rest is a matter of footsteps. ”
The other is from a practical point of view, Dafeixin's rapid online output has basically maintained a growth rate doubling every year, forming a relatively stable basic disk. It is also because of the online performance to make up for the offline losses, which makes the offline team have enough time and space to explore and toss.
03
Inheritance: Integrate "positive energy" into action
Li Anping, the founder of Zhendong Pharmaceutical, once commented on Li Kun in an exchange with "Caizhi of the First Pharmacy": "He is the biggest work of my life. ”
In fact, Li Kun's body also radiates "positive energy" similar to Li Anping's, and has a strong "Zhendong complex".
"In the 30 years since the establishment of the company, we have never forgotten to contribute to our hometown and help the poor people. He mentioned that Zhendong Group has invested more than 1 billion yuan in public welfare and charity. Among them, the "Winter Aid Day" funding conference has been held for 23 years, with a total of 81,000 person-times funded and 188 million yuan in subsidies.
"Charity is a responsibility that cannot be taken and let go" - the same belief is deeply instilled in Li Kun's behavioral philosophy.
04
Designed for Chinese to make Chinese healthy
That's what we think, and that's what we do
Li Kun said in an exclusive interview that in the first few years of the Dafeixin project, he had been struggling with a problem - the ideal is to create value for consumers, but there will always be deviations in the actual implementation.
Especially in the early stage of the project, I was once caught in traffic competition, just blindly doing online new actions, but did not seriously "listen" to consumer feedback. As a result, some consumers may have a bad impression because they have used it for too short a time or have a slight adverse reaction.
This situation is not consistent with Zhendong's values, and I have been thinking about it in exploration, and it was not until the second half of the year that I began to do in-depth patient management. Li Kun said that only by combining thought and action can the cause go further. If we could have started in-depth patient management earlier, I believe that the current category growth will be much faster.
In this interview, Li Kun repeatedly emphasized the importance of offline, saying that "in the future, offline plates will gradually be on par with online, or even surpass." In the author's opinion, although Da Feixin started online, Li Kun has always paid attention to offline construction, including insisting on offline team building, sparing no effort to do public welfare undertakings, etc. This reflects that Li Kun and even Zhendong Group pay more attention to the energy of "people", are not blinded by short-term interests, and focus more on long-term development.
In the future, Zhendong Group will continue to inherit the corporate value concept of "design for Chinese, make Chinese healthy", and expand in-depth and professional patient services to Zhendong's various businesses. In Li Kun's plan, Zhendong will continue to deepen the whole industrial chain of dermatology, tumor Chinese medicine, urology, and Chinese herbal medicine, improve the customer system of the whole product chain, and is expected to start more than 200 product projects within five years, with sales exceeding 10 billion yuan, creating more value for the industry and escorting people's health.
(Source: First Pharmacy Caizhi)
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Thirty and encouragement, starting from a new start. In the new decade, the Zhendong people of Shanxi Zhendong Group will, as always, practice the core values of "getting rich with the people, prospering with the family, and strengthening with the country", and focus on "new strategies, new concepts, new methods, new products, and new visions", riveting energy, cohesion, firm beliefs, and forging ahead, so that the "new decade" will become the fastest and healthiest decade in Zhendong!
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△ Li Anping, chairman of Shanxi Zhendong Group
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△ Video: Shanxi Zhendong Group "Song of Zhendong"
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△Please click on the video to watch (the content released by "Lao Feng Looks at Shanxi" in 2023 has been on the hot list of today's headlines 103 times)