Minenet
On May 13, Suzhou Lezhu Pharmaceutical Co., Ltd. (formerly Suzhou Industrial Park Tianlong Pharmaceutical Co., Ltd.) successfully held a brand strategy and new product launch conference with the theme of "Happy New Journey, Pearl Dream Future" at Sofitel Shanghai Hongqiao Xinhualian Hotel. At the meeting, Fan Yi, chairman of Lezhu Pharmaceutical, released the company's strategic layout and new products, and a number of guests delivered relevant speeches and speeches and participated in the launching ceremony of Lezhu Pharmaceutical's brand.
This brand strategy and new product launch conference is an important meeting held by Lezhu Pharmaceutical to enhance the competitiveness of enterprises in the new era, aiming to announce the major plan of Lezhu Pharmaceutical's brand strategy upgrade to the industry, gather industry consensus, and jointly promote the high-quality development of ophthalmic drugs.
Focus on execution and build a pharmaceutical benchmark brand
Su Yong, a professor at Fudan University, and Zhang Jiming, founder of Six Forces Marketing and chief brand officer of Sandy Consulting, gave speeches entitled "Enhancing Brand Competitiveness with Excellent Execution" and "How to Build a Pharmaceutical Benchmark Brand" respectively, helping the brand strategy and new product launch conference.
Su Yong, a professor at Fudan University
Su Yong emphasized the importance of execution in brand building, and believed that only "with excellent execution, enterprises can be competitive", and building a brand can not only stop at strategic planning, but also determine the direction of construction and implementation to ensure the effect. And on how to improve the execution of the advice: cadres are the biggest key to execution, interests are the source of implementation, corporate culture is the continuous driving force of implementation.
Zhang Jiming, founder of Six Forces Marketing and chief brand officer of Sandy Consulting
"Brands can either be number one in a category, or create a category that can be number one." Zhang Jiming elaborated on the value of building a pharmaceutical benchmark brand, pointing out that in the era of brand competition, only by becoming a benchmark brand can we get more transaction opportunities and higher market share. At the same time, he shared the methodology of building a benchmark brand, that is, referring to the six forces marketing methodology, improving the marketing level of enterprises from the six dimensions of decision-making, product power, planning power, execution power, communication power and brand power, and systematically helping the sustainable development of enterprises.
Strategic upgrading, ingenuity and new products to support brand building
Based on the needs of strategic positioning, brand planning and its own development, on January 5, 2024, the former Suzhou Industrial Park Tianlong Pharmaceutical Co., Ltd. officially changed its name to Suzhou Lezhu Pharmaceutical Co., Ltd. (hereinafter referred to as Suzhou Lezhu Pharmaceutical), and took this opportunity to upgrade the brand, striving to realize the strong association between the corporate brand and the product brand, and create a "Lezhu" enterprise and product dual brand.
Fan Yi, chairman and general manager of Suzhou Lezhu Pharmaceutical
At this press conference, Fan Yi, chairman and general manager of Lezhu Pharmaceutical, officially released the company's new strategic layout. He said that in the future, Lezhu Pharmaceutical will enhance its brand influence with the help of digital transformation, on the one hand, it will create a large single product around the core variety of the brand "Lezhu", on the other hand, it will implement digital communication, enhance the brand image through multi-matrix media communication, and finally realize the unity of product brand and corporate brand. In addition, it will actively lay out new channels, build a new drug retail system, accelerate technological upgrading, create three major delivery platforms for new eye drugs, enrich the product matrix, and create a full range of medical eye care products.
In addition, two new products, olopatadine hydrochloride eye drops and compound aspartitan eye drops, were also officially launched. Olopatadine hydrochloride eye drops are recommended as a first-line drug for allergic conjunctivitis by guidelines for the treatment of signs and symptoms of allergic conjunctivitis; Compound aspartum eye drops are developed for people with eye fatigue and redness, which is used to fight eye fatigue and reduce the symptoms of conjunctival hyperemia. The two new eye drops are the specific manifestations of Lezhu Pharmaceutical's intensive product power to drive brand power, and will improve the quality and upgrade of product quality to drive the rapid creation of brand reputation.
In the speech of the guest, Lezhu Pharmaceutical was recognized by the industry
After Chairman Fan Yi delivered a speech on brand strategy, Li Jinquan, Executive Deputy Secretary-General of China Pharmaceutical Materials Association, and Li Haibo, General Manager of Ningbo Xincheng and Rainbow Pharmacy, respectively delivered speeches for Lezhu Pharmaceutical brand.
Li Jinquan, Executive Deputy Secretary-General of China Pharmaceutical Materials Association
Li Jinquan emphasized the importance of eye health in the current era and spoke highly of Lezhu Pharmaceutical's contribution to promoting eye health in China. "Lezhu Pharmaceutical has long focused on the field of ophthalmic drugs and new drug delivery systems, and is a modern technology-based pharmaceutical enterprise integrating R&D, production and sales. Lezhu Pharmaceutical's development and growth is due to the company's professionalism, dedication, and insistence on making its products better and stronger. He said.
Li Haibo, general manager of Ningbo New City and Rainbow Pharmacy
From the perspective of chain pharmacies, Li Haibo expressed his appreciation for the innovative spirit and ingenuity of Lezhu Pharmaceutical's products, and briefly introduced the history and achievements of the strategic cooperation between Ningbo Xincheng Pharmaceutical, Rainbow Pharmacy and Lezhu Pharmaceutical, and expressed good expectations for the product line development and brand building of Lezhu Pharmaceutical in the future.
In 1980, Lezhu Pharmaceutical started with the production of pearl powder, and since then has been focusing on the field of ophthalmic drugs and new drug delivery systems, and has developed into a modern technology-based pharmaceutical enterprise integrating R&D, production and sales, with a number of patented products and passing the national GMP certification. At the same time, a new advanced automatic linkage eye drop production line and a single dose eye drop production line were built to increase production capacity, with an annual production capacity of 100 million pieces.
The holding of this brand strategy and new product launch conference marks that the company has officially entered a new stage of development, and will take high-quality development as the goal, implement brand upgrading, management optimization, product innovation, improve brand reputation based on products, improve its competitiveness in the fierce market competition, and then drive the ophthalmic drug industry to become better and stronger.