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Paper on marketing of Banlangen granules
He is an entrepreneur and a doctor.

He is also an academician of China Academy of Engineering.

Author: Sui Kun

Recently, the news that many drug dealers bid up the prices of Lianhua Qingwen granules and capsules has been repeatedly screened.

With the gradual refinement and optimization of epidemic prevention policies in various places, some hot-selling drugs such as Lianhua Qingwen are temporarily in short supply, which makes some lawless elements move their minds.

According to the investigation by the General Administration of Market Supervision, some drug dealers maliciously bid up the price when the purchase cost of Lianhua Qingwen has not changed much. For example, when an online pharmacy purchased goods in June 1 1, the cost was only 1 1 yuan, and the price was as high as 88 yuan in early February.

In this regard, Yiling Pharmaceutical, which produces Lianhua Qingyi, responded that the supply price of Lianhua Qingyi has remained stable in the near future. Recently, the market supervision bureau also said that it is necessary to "severely crack down on illegal activities such as hoarding and driving up prices".

On February 8th, at 65438+, Yiling Pharmaceutical closed its daily limit, and the price of 5 1.76 yuan reached a record high.

Wu Yiling is the head of Yiling Pharmaceutical and the developer of Lianhua Qingwen. Entrepreneur, doctor, academician of China Academy of Engineering.

With the attention of Hua Lian Wen Qing, Wu Yiling has also entered the field of vision of more people.

Genius of TCM

From 65438 to 0949, he was born into a family of traditional Chinese medicine, and his father Wu was a famous doctor in Gucheng County, Hebei Province.

Father Wu Haoxue, the family's collection is either medicinal materials or medical books. Wu Yiling was immersed in such an environment since he was a child, and soon showed his medical talent.

At the age of 5, Wu Yiling had memorized many prescriptions; 13 years old, can accurately identify more than 200 kinds of Chinese herbal medicines and understand their efficacy; In high school, he took his father's heavy ancient books, such as "Medical Enthusiasm to Learn from the West" and "Forty-eight Kinds of Medical Books in Chen Xiuyuan", and studied them day and night.

Due to his suspension from school, Wu Yiling's high school career was intermittent, and he often taught himself at home. At that time, he often held Chinese medicine classics at home. At first it was just to kill time. Unexpectedly, he slowly "went in". He reads Huangdi Neijing, Treatise on Febrile Diseases, Synopsis of the Golden Chamber and 48 kinds of medical books by Chen Xiuyuan almost every time. The more he reads, the more interesting he becomes.

1977 after resuming the college entrance examination, he seized the opportunity to review his lessons, finally admitted to the Department of Traditional Chinese Medicine of Hebei Medical University, and then studied for the first master's degree of Nanjing University of Chinese Medicine.

After graduation, I returned to my hometown of Zhao Yan, engaged in the first-line diagnosis and treatment of cardiovascular diseases 10 years.

Wu Yiling

This 10 year is the "foundation" of his career. During this period, he gradually explored a prescription for treating cardiovascular diseases. However, because this prescription contains a large number of insects, it has caused extensive discussion in the industry.

Many old experts have great doubts about each other. The reason given by Wu Yiling is: "Zhang Zhongjing also used insect medicine".

From 65438 to 0989, Wu Yiling successfully developed a new drug, which made a breakthrough in treating angina pectoris of coronary heart disease. Since then, he has developed a prescription for arrhythmia and heart failure.

1989, a Hong Kong businessman took the initiative to come to the door and expressed his willingness to invest or cooperate with him, but only if his scientific research achievements were verified and registered overseas. Wu Yiling refused.

Seeing that the road to cooperation was blocked, he decided to "go into the sea" and do it himself.

1992, Wu Yiling rode a broken bicycle and carried an old leather bag into Shijiazhuang High-tech Development Zone, and submitted an application for establishing a medical research institute.

Half a year later, he founded the Affiliated Hospital of Shijiazhuang Development Zone Medical Research Institute and Huangdi Pharmaceutical Factory of Shijiazhuang Development Zone Medical Research Institute.

At that time, Wu Yiling's fist product was Tongxinluo capsule containing five kinds of insects: leech, scorpion, cicada slough, ground beetle and centipede, which was mainly used to treat coronary heart disease and angina pectoris.

Tongxinluo capsule played an important role in the early development of Yiling pharmaceutical industry. Even from 2008 to 20 1 1 year, its revenue can reach 640 million yuan, 7170 thousand yuan and 92 1 10 thousand yuan, accounting for 68%, 44% and 56% respectively.

"the richest academician"

Time came in 2003, when SARS ravaged China. Wu Yiling organized a meeting in the company to prevent and cure SARS.

He believes that SARS belongs to the category of "plague" in traditional Chinese medicine and is caused by "epidemic virus". The main clinical manifestations of diseases caused by epidemic virus are acute onset, rapid spread, inconsistency between exterior and interior, high fever and excessive drinking, which are basically consistent with the main symptoms of SARS, namely high fever, chills, myalgia and dry cough.

Based on this, Wu Yiling proposed a Chinese herbal medicine formula suitable for lung heat. It uses forsythia suspensa, honeysuckle, isatis root, cyrtomium rhizome, agastaches, rhodiola root and the like. Detoxification by clearing away plague, which is now lotus clearing away plague.

However, by the time Lotus Qingwen came out, SARS was drawing to a close.

Wu Yiling immediately switched tracks, aiming at a broader cold medicine market. Under the guidance of the marketing strategy of "big market cold, big opportunity flu", he reformed the formula of Lianhua Qingwen.

In March 2009, with the spread of influenza A, the Ministry of Health issued the first edition of the "Diagnosis and Treatment Plan for Human Infected with Influenza A H1N/KLOC-0", and Lianhua Qingwen ranked first among Chinese patent medicines.

Subsequently, the sales volume of Lianhua Qingwen increased from 65.438+0.76 billion tablets in 2008 to 65.438+0.382 billion tablets, and the sales volume surged from 60 million yuan to 500 million yuan, a year-on-year increase of 670%.

At the same time, Wu Yiling has not forgotten his identity as a doctor. He absorbed the classic nutrition of traditional Chinese medicine, constantly explored and innovated, and gradually built a building of collateral disease theory.

On February 2, 65438, China Academy of Engineering announced the results of the co-election of academicians. Wu Yiling stood out from 449 valid candidates and became one of 48 new academicians.

Li Yanxia, deputy chief physician of collateral disease clinic in Yiling Hospital, remembers a meeting with Wu Yiling.

Once, a 70-year-old patient came to see a doctor and complained that his back was cold, like carrying a piece of ice, and he couldn't sleep at night. Wu Yiling felt his pulse and asked the students around him, "Do you know what this is about? This is phlegm. There is a clear record in the synopsis of the golden chamber, saying that' there is wine under the husband's heart, and his back is as cold as his hands'. "

Li Yanxia thought, "I also recited Synopsis of the Golden Chamber. Why don't I remember? " She immediately found out the synopsis of the golden chamber that she had learned in college. After checking, she found this sentence.

It is his familiarity with the classics of traditional Chinese medicine that has caused Wu Yiling to have a "spark" to conquer stubborn diseases frequently in generate.

20 1 1, Yiling pharmaceutical officially landed on the A-share small and medium-sized board. Wu Yiling, whose net worth is close to 5 billion yuan, is called "the richest academician in A shares".

After the outbreak of COVID-19 epidemic, the sales volume of Lianhua Qingwen rose again.

Relevant data show that in 2020, the revenue of respiratory drugs in Yiling Pharmaceutical, headed by Lianhua Qingyi, surged from 65.438+70.3 billion yuan in the previous year to 4.256 billion yuan, which doubled the company's revenue.

Hurun's "Hurun Global Rich List 2020" shows that family fortune in Wu Yiling in that year was 654.38+05 billion US dollars, equivalent to about 654.38+05 billion yuan. Since then, Wu Yiling has been honored as "an academician of 100 million yuan".

Today, Wu Yiling still insists on regular home visits. As one of the first batch of "Twelve Old Chinese Doctors" in Hebei Province, his registration fee was only in 8 yuan from 2008 to 20 15, and rose to 30 yuan after 20 15.

The higher the altitude, the colder the weather-if a person is too prominent, he is likely to feel desolate.

In recent years, there have been many discussions about eliminating the plague around Wu Yiling and Lianhua.

China Journal of Traditional Chinese Medicine wrote in a report in 2004 that Yiling Pharmaceutical completed the production process of "extraction, concentration, drying and molding" in only 15 days. Many years later, most media used this statement.

However, in April this year, Yiling Pharmaceutical issued an announcement denying the statement of "15 days research and development" and calling it "inconsistent with the facts". How long did it take to develop Lotus Qingwen? Yiling Pharmaceutical did not give exact figures.

Also controversial is Yiling Pharmaceutical.

Wu Yiling has always attached importance to marketing.

65438-0997 personally served as the sales manager of the company, and carried out tactical marketing by establishing the academic brand image. He was once called "Yiling Sales Iron Army".

In 2005, Wu Yiling put his eldest son Wu Xiangjun in charge of Yiling Medicine Marketing Center, presided over the company's drug market sales and led a sales team of nearly 3,000 people.

Compared with high-profile marketing, the research and development expenses of Yiling Pharmaceutical are not conspicuous. Its financial report shows that in 20 19, its R&D expenditure was 39 10/00000 yuan, and its sales expenses were 2.227 billion yuan. The latter is 5.6 times that of the former.

It is reported that at present, the revenue of Yiling Pharmaceutical relies more on Lianhua Qingwen. According to the financial report, in 2020, the income of respiratory products mainly based on Lianhua Qingwen was 4.256 billion yuan, accounting for 48.46% of the total income, nearly half.

In addition, according to media reports such as Window to the South and Southern Metropolis Daily, Wu Yiling was also accused of "nepotism in academic circles".

In May, 2020, the medical academic journal Plant Medicine published a paper, which demonstrated that Lianhua Qingwen could significantly shorten the rehabilitation time of COVID-19 patients and effectively relieve clinical symptoms. Jia Zhenhua, the first correspondent of the article.

Soon, someone turned out Jia Zhenhua's "deliberately concealing identity." In fact, he is a graduate student directed by Wu Yiling, and participated in the drug improvement and research and development of Lianhua Qingwen.

In addition, he is Wu Yiling's son-in-law and runs a subsidiary of Yiling Pharmaceutical.

In the errata submitted by Jia Zhenhua to Zhi Yao, he acknowledged the interest connection with Yiling Pharmaceutical, but also stressed that "he did not participate in the actual research or statistical analysis of the paper, which will not reduce the objectivity of the conclusion of the paper".

With Lianhua Qingwen standing at the forefront, the controversy surrounding Yiling Pharmaceutical and Wu Yiling family has gradually surfaced. When global person interviewed these disputes, many people in the industry said that they were "too sensitive" and "inconvenient for further discussion".

In 2004, Wu Yiling once talked about the creed of life in front of the media: "How big your ambition is, how big your career can be."

Today, Wu Yiling and his Yiling Pharmaceutical reached the peak together. However, it was too cold at the top, and Wu Yiling didn't respond to the endless questions.

In the first half of this year, Yiling Pharmaceutical announced that the company believed that "those who lead a clean life will lead a clean life".

Chief producer: Lv Hong

Producer: Zhang Jiankui

Editor: Xu

Editor: Su Rui