The company, founded in 1902, has become a household name in China but it has been seeking a breakthrough in digital marketing. The appointment of Arkr Digital as its strategic branding agency covers a scope of work that extends into product development in addition to digital creative services.
For the first time in its history, the medicinal brand employed a C2B model to gather consumer insights through online research. It used the information to develop products suited to those demands. The result was a series of products called 豹七三七 (bao qi san qi), derived from panax pseudoginseng elements.
The product, the first of three categories to go through the C2B model, is now sold on the company's new Tmall and WeChat in-app stores, which are additional digital channels to increase retail sales—again, a first for the company.
The second C2B phase will target more products with ingredients unique to the Yunnan localities, such as spirulina and Yunnan olives, and thereafter to broader health products that the masses can accept.