The Outline of Healthy China 2030 Plan： From Treating the Sick to Preventing the Sick.
In October, 2016, the state formulated the "Healthy China 2030" Planning Outline, which also means that the national health management began to change from focusing on "disease" to focusing on "health", and from focusing on "treating the disease" to focusing on "preventing the disease". As Bai Huiliang, the former president of China OTC Drug Association, said, "The Plan Outline of Healthy China 2030 advocates that everyone is the first person responsible for his own health, which is to stimulate residents’ enthusiasm for health, so as to develop a healthy lifestyle and reduce illness. "In this context, people’s health awareness has gradually moved from passive medical care to active health management. With the prominent trend of aging society in China, consumers’ demand for health is increasing.
As one of the first multinational companies to enter the China market, Bayer has not only been accompanied by several generations of people’s health empowerment in the past 140 years, but also witnessed the increasing concern of China consumers for daily health management. The health needs have changed from "treating diseases" to.
The continuous upgrading of "healthy life". Bayer continues to promote digital transformation by increasing product research and development, and actively builds diversified sales channels.
Strengthen the omni-channel communication and interaction with consumers online and offline. While continuously introducing products more suitable for China consumers, Bayer’s global high-quality health products and solutions can be delivered to consumers more conveniently. It not only meets the requirements of consumers for quality life, but also improves the health awareness and health literacy level of China people.
The story of Bayer and China is the story of brands and "people" who have established trust.
Protecting consumers’ "small medicine box"
For Shanel Liu, who works in Guoda Pharmacy, the identity of pharmacist is more than just a job. In today’s fast-paced life, unhealthy eating habits make many people face health problems such as digestive tract, allergies and hair loss. Shanel Liu believes that he is the one who helps consumers to put their health back on the right track with appropriate drugs: "As a professional pharmacist, the most I am consulted every day is about the health of the digestive tract. In the face of uncomfortable symptoms of stomach pain, we will first ask about his physical condition and past medical history. Under the premise that the pain is not particularly severe and the cause is not diagnosed, we will give consumers some guidelines for protecting the stomach. For example, we can consider gastric mucosal protective agents to help relieve symptoms quickly. "
On April 9, 2021, the White Paper on Popular Science of Common Digestive Diseases in China was released during the International Day for Protecting Stomach. As a public welfare support unit for the dissemination of the White Paper, Bayer launched a video of "self-test of stomach health" based on the content of the White Paper. At the same time, Bayer also cooperated with chain pharmacies such as Guoda Pharmacy to set up a "stomach protection center" based on the popular science content of the White Paper, and trained the staff on the professional knowledge of the White Paper.
It was in this training that Shanel Liu got a deeper understanding of drug use by consumers. On the day of this year’s Stomach Protection Day, Bayer United Nations Pharmacy launched a video to protect the stomach and warm the heart, so that the public can realize the importance of stomach protection. "As a century-old pharmaceutical company, consumers have a high degree of trust and acceptance of Bayer. Bayer has set up a stomach protection center with our country’s big pharmacies, and regularly gives popular science training to shop assistants, which also enables us to better provide consumers with professional stomach protection science and medication guidance. We all feel Bayer’s professionalism and dedication to health popularization, and we have learned a lot and gained a lot. We are also very honored to work with Bayer to make daily health at your fingertips. " Shanel Liu said.
With the popularization of health education, consumers gradually have the consciousness and habit of having a small family medicine box at home. For an "allergic star" like Ms. Xia, anti-allergic drugs have become a necessity in her family’s "small medicine box". Ms. Xia said that the vigorous development of the Internet has made people’s awareness of health rapidly premised, and it has also enabled drugs to reach consumers more quickly and timely, especially during the epidemic. This "24-hour guard" has made her feel more at ease: "Now in the digital age, buying drugs has also become more comfortable.
Shanel Liu and Ms. Xia are one of the countless beneficiaries of Bayer’s continuous support and participation in the development of self-care in the past decade, and actively promote the concept of self-care. They are also a microcosm of Bayer’s continuous promotion of more diversified health management programs to China in the 140 years since it entered China.
Carve "empowerment" in your bones
As an advocate of self-care, while promoting high-quality health products based on science, Bayer Health Consumer Products has been committed to expanding the accessibility of health products with its partners in China, spreading the concept of self-care and health science knowledge, and empowering consumers in China.
In 2019, Jiuzhoutong and Bayer formally reached a strategic cooperation. Jiuzhoutong has set up a marketing and promotion team of 500 people for Bayer’s health products. At the beginning of the cooperation, the two sides carried out all-round channel management around customer access, chain access, store marketing, consumer education, and market activities. As a partner, Liu Sufang, deputy general manager of Jiuzhoutong Pharmaceutical Group Co., Ltd., deeply realized that Bayer engraved the concept of "empowering health" in its bones. This is also the confidence Bayer has given to Jiuzhoutong.
"At the Shanghai China International Import Expo(CIIE) in November 2021, Bayer and Jiuzhoutong further deepened their strategic cooperation. Based on the good results of the first three-year cooperation, in 2022, they have entered the second cycle of five-year cooperation. From being a channel provider, the promotion service of the whole product in the retail field is carried out by Jiuzhoutong in cooperation with Bayer." Liu Sufang said.
Bayer is also increasing its strategic cooperation with Shanghai Pharmaceutical Holdings. At the Third China International Import Expo(CIIE) in 2020, based on the good cooperative relationship in the past five years, Bayer and Shanghai Pharmaceutical Holdings signed a five-year strategic cooperation agreement again. Shanghai Pharmaceutical Holdings will provide Bayer with commercial and logistics services to help expand its business and sink its market. At the same time, it will set up a special team to give full play to its advantages of strong drug circulation and omni-channel management, and cover its business to more hospitals, pharmacies and other retail channels in China.
Tang Pengcheng, deputy general manager of Shanghai Pharmaceutical Holdings, said: "Shanghai Pharmaceutical and Bayer have always been committed to exploring the wide coverage and deep development of self-health management. Based on their innovative cooperation model and high strategic fit, we have given full play to their respective advantages in drug circulation and omni-channel management, combined with Bayer’s expertise in the field of medical health and self-care, and built a two-in-one exclusive team to cover professional health services to more hospitals, pharmacies and other channels, so as to improve the accessibility of Bayer’s high-quality self-health care products to consumers."
In recent years, Bayer’s health popularization activities supported by public welfare of health consumer goods have emerged in an endless stream. Many popular science projects aimed at promoting the public’s self-care cognition and health knowledge dissemination have been initiated and carried out in collaboration with associations, experts, partners, chain pharmacies, etc., such as the "scalp knowledge learning plan for 20,000 pharmacists" which focuses on scalp and hair knowledge popularization, and the "Guardian V plan" which advocates the health self-management of women’s private parts, aiming at preventing birth defects and guarding the "912 Nothing" in the early 1000 days of life.
Just as Professor Gu Shenbing, president of Shanghai Health Education Association and deputy director of Institute of Health Communication of Fudan University, advocated, "The improvement of health literacy can not be separated from the publicity and popularization of health education, which requires insisting on joint construction and sharing, adhering to government leadership, mobilizing the whole society, including responsible enterprises, and finally settling down to everyone’s practical actions. “
In Liu Sufang’s view, this is not only the emphasis on popular science, Bayer has a higher and bigger pattern. In this process, Bayer is also leading the healthy development of the whole industry while promoting its own brand building and development through category development. It is not only driving on the highway by itself, but also doing more work in building roads and making it bigger together with industry partners. “
Listen to every appeal
In recent years, with the implementation and promotion of Healthy China 2030 and the upgrading of consumption structure, consumers’ awareness of health management has been continuously improved. In the post-epidemic era, people’s concern for personal health has reached an unprecedented new height, paying more and more attention to personal health. Under the new normal, China consumers’ demand for healthy consumption has been further released, and the demand for healthy consumer goods has been on the rise. China market has become the growth engine of Bayer’s health consumer goods in the whole Asia-Pacific region and even the whole world. Through the "pulse" market, Bayer quickly grasped the diversified needs of consumers in China, and through its own excellent research and development strength, it transformed consumers’ health demands into products through technology.
While gaining insight into consumer demand and gathering more market resources, Bayer is also striving to develop products and gather more research and development resources. In August 2019, Bayer Health Consumer Products China R&D Center was officially opened in Qidong, Jiangsu. China R&D Center is one of the four largest R&D centers of Bayer’s health consumer goods in the world, and it is also the only R&D center located in the Asia-Pacific region. It will support all product categories of Bayer’s health consumer goods in China and provide better self-care solutions for China consumers.
Bayer Health Consumer Goods China R&D Center located in Qidong, Jiangsu.
In 2021, Bayer and Sichuan Women and Children’s Fund jointly launched the "1,000-day Nutrition Supplement Plan in Early Life", which donated nutritional supplements with a market value of more than 5.3 million yuan to 15,200 women during pregnancy, pregnancy and lactation in underdeveloped areas of Sichuan, and invited obstetricians and gynecologists in the province to carry out professional doctor training and free clinic education activities with the theme of whole pregnancy health care to jointly protect maternal and child health.
Bayer’s constantly updated and iterated products take into account the needs of various consumer groups in China, and are also based on several debugging and back-testing, and verify the product efficiency with huge scientific data. At the same time, Bayer deeply understands the consumption habits of China consumers, and from the channel innovation, it has also accelerated the pace of reaching consumers quickly.
Since 2017, Bayer has gradually joined hands with online platforms to continuously expand its e-commerce business, from local e-commerce to cross-border e-commerce, allowing Bayer’s high-quality health consumer goods to land on domestic e-commerce platforms one after another, actively exploring new retail, and setting up a brand area on the O2O platform for full-link management, so as to awaken the public’s trust in health consumer goods brands with science as the foundation. During this period, Bayer also joined hands with the Internet platform to create a platform to help consumers understand self-care knowledge and provide solutions to meet the diversified needs of consumers in China.
From entering China in 1882, Bayer began to take root in the hearts of consumers in China, and began to sell medicines at the beginning of the 20th century, and the concept of health began to sprout. Today, Bayer has joined hands with all parties to become a "towering tree" to protect consumers’ health in the process of deepening the China market.
Standing at the new starting point of 140 years, Bayer will continue to provide innovative, high-quality, scientifically proven safe and effective products and solutions to help China consumers to be healthy every day.
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