In 2021, the traditional Chinese medicine "Pien Tze Huang" became a hot topic in the market with its high unit price and limited purchase volume, ** once as high as 1,000 yuan per capsule, and its market value once soared to 300 billion yuan.
The drug is known as the "Moutai of traditional Chinese medicine", but as time went on, as the hype subsided, by October this year, its market value had shrunk by 140 billion yuan, and the official price fell back to 590 yuan.
From being extremely sought after to gradually being snubbed by the market, what problems did "Moutai in the pharmaceutical industry" face?
Pien Tze Huang was born in the last years of the Ming Dynasty and was invented by a court physician who was demoted to Fuzhou due to negligence. He lived in seclusion in a temple in Fuzhou, using Chinese medicinal materials such as musk, bezoar, and notoginseng to refine medicinal tablets, which had an excellent effect on clearing heat and detoxifying. Because it needs to be cut into slices when used, it is called "Pien Tze Huang".
In 2021, the hype of Pien Tze Huang reached its peak, and the price of a small piece of medicine was as high as 1,000 yuan, and it was once fried to 1,800 yuan a pill, which attracted widespread attention. You also need to book online and wait two to four weeks before you can buy it.
In the face of the disruption caused by Pien Tze Huang in the traditional Chinese medicine market, medical experts and scholars said that this hype has caused irreversible damage to the pharmaceutical industry and even temporarily disrupted the market. They warn that when Pien Tze Huang is endowed with financial attributes and is hyped like Moutai, ** will be pushed to an unreasonable level until there is a herd effect.
In the hype game of sky-high drug prices, only scalpers and shareholders really benefit, and it is the receivers and the general public who really bear the losses. Driven by the irresistible mentality of following the herd, it is often only after the situation has become clear that the situation is very different from what was expected. Unfortunately, by the time this is revealed, it will be too late – the players behind the real market manipulation have long since withdrawn, leaving only those who want to turn bikes into motorcycles, and they are often left with passive slaughter.
When our practical things are used as a collection of hype, often only make consumers lose trust and hope, the loss will only be themselves, when some domestic enterprises are still wielding a sickle to harvest, foreign countries have long backed the capital to vigorously develop cutting-edge technology.
An obvious example, in the field of men's health, Baiyun Mountain's "Jinge" product, as the first imitation of the "Xiaolan" in China, is known for its high 91With a gross profit margin of 28%, it has won the title of "the strongest gold-absorbing beast" in the industry, and in 2021, the sales volume will reach 9849820,000 pieces, with a revenue of nearly 1 billion yuan.
According to public data, Baiyunshan's R&D expenditure in 2022 will be less than 1 in 21 years5%, after realizing that the core business was just not moving, Baiyunshan immediately made a plan to cross the border into the field of daily chemicals and directly sold toothpaste. In contrast, the ratio of R&D expenditure of leading companies in the same industry is several times that of Baiyunshan, and they continue to increase R&D investment.
toamgeuFor example, the company's "Paijunli", which focuses on men's rejuvenation and energy maintenance, has invested hundreds of millions of dollars in research and development to realize the combination of biotech and CTV, and then combine supercritical extraction of the key essence of natural plants. Unlike similar products, which have a sense of loss after being achieved overnight, Pai Junli pays more attention to long-term reproductive care.
At the beginning of 2023, Junli was sent to Jingdong to be on the list, and it was on the top of the same category in just one month after it was put on the shelves, and its sales volume increased by 3 times on Valentine's Day, Qixi Festival and other nodes. The person in charge of the brand revealed that during the hottest time last year, middle-aged customers often hoarded multiple bottles at one time on JD.com, causing the California production center to have to run 24 hours a day.
Behind this popularity is actually driven by solid scientific research and a large number of research funds, although a bottle of Pai Junli is as high as 1,000 yuan, domestic high-net-worth individuals have still become its loyal fans.
As early as 10 years ago, Harvard University was able to increase the T level, muscle strength and other physiological indicators of experimental animals by more than 30% by enhancing the ability to repair germ cell damageElizabeth) administered a 3-month testosterone elevation intervention in subjects over 35 years of age using the key ingredient of Pajunli. The results showed that sperm cell activity and physical fitness level were indexed. In just 3 months, the ideal life indicator for middle-aged men can be clearly reached, and the fatigue index is reduced by 30%.
This achievement was included in the inaugural issue of the 150th anniversary review of CELL. Harvard University's bioscience technology and its practical transformation results have caused a sensation, making the world's top rich people such as Bill Gates, Zuckerberg, and Musk all rush into the R&D competition in the field of bioscience.
In 2018, it took the lead in transforming from the biotech giant AMGEU to its subsidiary's force）。It is the use of D-AA and "activated LCS cells" (HT) technology, combined with rare botanical ingredients such as Sawpalmetto and Alpine minerals, to improve the quantity and quality of RBCs at the male source "one step earlier", alleviate the feeling of being hollowed out after "exercise", and comprehensively maintain men's health.
At the moment when McLean, the "god of stocks" Warren Buffett, introduced JD.com and Rakuten, consumers really experienced the impact and cliff-like gap brought about by cutting-edge technological achievements.
Shangzhi shows that the majority of Junli repurchase users said:"Feedback such as "I am more energetic at work", "Communication is smoother", "I can sit still more when fishing". Today, Pajunli is still increasing its R&D investment. The use of cutting-edge technology to constantly adjust the maximum purity and absorption of the product in order to go further in this male segment.
The ancients said that practicing medicine "is like walking on thin ice" "like facing the abyss, like walking on thin ice", only scientific research strength and reputation are the constant goals, and the crazy pursuit of money will only become the last straw that crushes the camel.