姬廣飛互聯網時代的“中華老字號”

姬廣飛互聯網時代的“中華老字號”

JI GUANGFEI OLD CHINESE BRANDS IN THE INTERNET ERA

More and more domestic brands throughout China have one question on their minds: how can we survive this fast-paced age by making transformations. Tong Ren Tang, a timehonoured medical brand based in Beijing is a successful example. Nihao talks to Ji Guangfei, Chairman of TRT International as the brand was invited as a special guest to the Chinese Brand Summit Forum in September.

Text by Irene Translation by Leo Photos by Zeng Jian

I imagined the head off i ce of Tong Ren Tang International (TRT International), a subsidiary of Beijing Tong Ren Tang Chinese Medicine Co., Ltd., to be classical in its style, yet what I saw was a space fi lled with a strong sense of modernity.

The Fengtai District-based head off i ce's simple yet refreshing decoration, playful cartoon wall design, and the business casual dress code vividly capture the dynamics of our time. Ji is leading TRT's efforts to go online and therefore global. He was excited when asked about the future of the healthcare industry.

“It is an unavoidable trend for Chinese medicine products to go international. What we are doing is building a broad-based healthcare platform that is based on the internet and other modern technologies. The aim is to promote traditional Chinese medicine (TCM) and Chinese healthcare philosophy in the rest of the world and also to introduce top quality healthcare products and digital healthcare technology from abroad into China.” He said.

It is not merely by chance that Ji pursued a career in the healthcare industry. Born into a family of TCM physicians, Ji had a very personal experience with TCM when during the Korean War his home was often fi lled with patients. As a child, he began to taste a sip of the humanistic spirit embedded in TCM. Now, he sees the legacy of thousands of years of Chinese culture at the core of TCM culture. Old TCM brands like TRT have passed on the spirit of craftsmanship and good faith from one generation to another.

When commenting on TRT's business motto –“Despite the complexity of medicine preparation, we spare no pains; despite the cost of ingredients, we spare no money”, the retired serviceman said:“It embodies integrity and responsibility – qualities that I personally uphold.” Even if TRT's products are selling very well online, Ji still sees himself and his company more as a promoter of Chinese culture rather than as a businessman.

Thanks to numerous efforts made by scholars and TCM physicians at home and abroad in recent years– particularly following Ms. Tu Youyou's winning of the Nobel Prize for Medicine – TCM and natural therapy is gaining popularity among foreign communities. In 2013, Ji bonded almost instantly with TRT, which was then looking for opportunities to go global, as they shared the responsibility of bringing TCM culture to the rest of the world. The result was the creation of TRT International, which put the centuries-old brand on the fast track to globalization.

In October 2015, TRT International launched its cross-border e-commerce platform “Tian Ran Tao”(www.trt.hk), making many healthcare products under international brands available for online purchase. “In the foreseeable future, Internet technology will enable people to make an online appointment with a doctor at any corner of the world.” Ji envisioned.

對于中國企業來說，民族品牌如何在當今時代實現涅槃成為重要課題。作為一家始建于康熙年間的百年老店，北京同仁堂便是一個成功轉型的例子。借此次同仁堂受邀成為中國品牌發現會高峰論壇的特約嘉賓之機，NIHAO對話同仁堂國際董事長姬廣飛，探討“中華老字號”在互聯網時代的生存之術。

腦海中的同仁堂應該是古色古香，可走進坐落在北京豐臺的同仁堂國際總部，撲面而來的卻是一股現代范兒。

簡約清新的裝修，墻壁上俏皮的卡通漫畫，與董事長姬廣飛的一身休閑商務裝，生動地演繹出新的時代記號。姬廣飛，這個帶領擁有三百多年歷史的中藥金字招牌“北京同仁堂”走向互聯網時代的領軍人物，當被問起未來健康行業的趨勢時，露出欣喜的神情。

“未來中醫藥國際化是必然的趨勢，我們所做的，就是利用互聯網等現代科技手段搭建一個大健康平臺，把傳統醫藥和東方養生理念推廣到全世界，再把海外優質產品和數字健康技術引進來?！?/p>

走上醫藥這條路不是偶然的。姬廣飛出生于中醫世家，爺爺是抗美援朝時期的名醫，家中經常擠滿病人，水泄不通，姬廣飛從小就從爺爺的行醫感受到中醫內在的人文精神。在姬廣飛看來，中醫藥的核心，是幾千年沉淀下來的中華文化，像同仁堂這樣的國藥老字號更承載了老祖宗傳下來的一份匠心與誠信?！芭谥齐m繁必不敢省人工，品味雖貴必不敢減物力”是同仁堂恪守三百多年的古訓?！斑@中間所代表的，是一種正直和擔當，這也是我個人非常崇尚的品格?！痹頌檐娙说募V飛感慨道。所以，即便同仁堂的產品如今在互聯網上成為炙手可熱的商品，姬廣飛仍然認為，他們的身份絕不僅僅是商人，而是向國外推廣中華文化的使者。

近年來，隨著海外學者和醫生的多方努力，特別是屠呦呦獲得諾貝爾獎之后，中醫藥和自然療法在國外越來越被人認可。2013年，在國外做投資的姬廣飛與正在尋求國際化的北京同仁堂一拍即合，共同對大健康領域發力，面向全球推廣中醫藥文化。同仁堂國際由此應運而生，中華老字號搭上了互聯網快車，發展迅速，勢如破竹。

去年10月，同仁堂國際的跨境電商“天然淘”正式上線，世界各地的健康產品可以直接網購到家。“在不久的將來，通過互聯網技術，人們甚至可以在網上預約全球醫生?！奔V飛說。

Co-organised by China Southern Air Media Co Ltd, CCTV-Outlook Channel, and Beijing Guangtianhe Media Co Ltd, the Chinese Brand Summit Forum 2016 was planned to discover Chinese brands with craftsmanship and responsibility, in the hope of leading Chinese enterprises to pursue a culture that advocates and practices craftsmanship.

2016中國品牌發現會高峰論壇由中國南航集團文化傳媒股份有限公司、CCTV-發現之旅頻道、北京廣天合文化傳媒有限公司（BGM）聯合主辦，旨在發現當下具有“匠心精神、匠人責任、走出國門的中國工匠文化”的中國品牌；通過這場行業盛宴，挖掘出更多的民族品牌，引導中國企業以精益求精、一絲不茍地精神回歸產品，明確企業責任，最終營造一種全社會推崇、踐行工匠精神的匠形文化。

“INTEGRATED MEDICINE: THE FUTURE OF MEDICINE”

N=NIHAO

J=JI GUANGFEI

N: What does TCM look like in the eyes of

foreign people?

J: Today TCM is widely recognised in Europe

and America. Take the United States for example. Acupuncture is legalised in more than 40 out of the 50 US states. Almost all insurance companies offer programs that cover acupuncture treatment. Such coverage has also become one of the def i ning

components that tell if a benef i t package is on or below par for an employee. Besides, acupuncture therapy is also included in the offerings of US military hospitals and most acupuncture physicians in the country are local people. By the way, our products just passed the highest level of EU certif i cation and this also demonstrates the increasing recognision that TCM enjoys around the world. yearn to return to nature. One such example is the rise of natural therapy, which evolves into a global health trend. TCM is a key component of such natural therapy. In Chinese philosophy, the human body is a complex system and a small universe. The theory of TCM is based on this point of view. The balance of the ecosystem and the prevention of disease (or early disease management) are emphasized to reduce pain and economic consequences. In the United States, many politicians, celebrities, Wall Street executives and the like are showing increased interest in TCM and natural therapies. Additivefree and organic food, traditional Chinese herbal medicine, Tui Na and Tai Chi are also becoming increasingly popular overseas. In my view, integrative medicine is the future.

N: What are the healthcare trends globally?

J: Though modern science and technology appears to be able to do everything, more and more people

N: Will health management be easier in future?

J: Absolutely. In addition to buying drugs andhealthcare products online, you can also use intelligent software featuring integrative medical solutions to detect chronic diseases at any time and identify health risks in advance through digital interactions. Besides, you can also use the software to get in touch with scientists, nutritionists or physicians at any corner of the world. That is to say, by using only your phone, you can monitor the health status of everyone in your family and appraise their dietary habits, or complete a range of tests online simply by mailing test samples. This will not only save you a lot of time and money, but also make brick-and-mortar hospitals unnecessary.

N: How can traditional companies adapt to modern day trends and prepare themselves for a brighter future?

J: Innovation is particularly important for traditional companies like ours. In the internet era, service is at the core of everything we do. So our innovation must surround mobile internet solutions. As a very young team, we are able to embrace an e-commerce platform, source directly from around the world, and eliminate intermediate links while learning from world-class internet startups focused on health. Nevertheless, traditional companies should also carry forward their corporate culture and values. Nowadays, when it comes to the spirit of craftsmanship, people would fi rst think of Germany and Japan. But in fact, there are a slew of traditional brands with the spirit of craftsmanship in China. TRT is such a brand. With its proprietary TCM herbal formulas, top quality ingredients, and modern technology, TRT will certainly fare well.

Michael Phelps with suction marks from Chinese cupping at the Rio Olympics.里約奧運會上的菲爾普斯，身上帶著拔火罐留下的印子。

“中西醫結合是未來趨勢”

N：西方人如今對中醫怎么看？

J： 如今在歐美發達國家，對于中醫實際上是非常認可的。比如說，目前在美國50個州中，針灸已在40多個州實現合法化，幾乎所有的保險公司都有支付針灸治療的計劃可供選擇，只要民眾加入的保險計劃中包含針灸，保險公司就會支付。有沒有針灸險，已經成為一家公司福利待遇高還是低的標志之一。同時針灸也已經被列為美國軍隊醫院的醫療科目，而且當地的醫師大部分是白人。不久前我們同仁堂的產品還得到了歐盟最高等級的認證，這也從一個側面說明全世界對中醫越來越認可了。

N：全球的健康趨勢是什么樣的？

J：現代科技無所不能，但人越來越崇尚回歸自然。全球自然療法的興起成為人們調理健康的重要趨勢，其中中醫就是自然療法中非常重要的組成部分。在東方人的哲學中，人體是一個復雜的體系，就像一個小小的宇宙，中醫的理論就是按照整個體系來進行維護和治療。我們強調這個生態體系的平衡，重點放在疾病的預防，就是“治未病”，對疾病進行前期管理，減輕經濟負擔和病痛。在海外，很多政要、明星、精英、華爾街高管，都開始對中醫和自然療法越來越感興趣。無添加食品、有機食品，中國傳統的植物藥，以及推拿、太極拳等自然養生方式在海外都越來越受歡迎。在我看來，中西醫結合是未來的必然趨勢。

N：未來人們對健康的管理可以簡化嗎？

J：是的，除了可以在網上方便地購買藥品和保健品，人們可以利用一些中西醫結合的智能軟件，隨時對慢性病進行檢測，對不同體質進行分析，通過數字化互動，可以提前獲知健康風險有哪些。另外，還可以利用這些軟件聯系到全球各地的科學家、營養師、醫師。也就是說，通過手機，你就可以監測全家每個人的健康狀況，平時如何飲食，如何預防疾病，還可以直接在網上通過郵寄的方式完成驗血等各種檢測，節約了很多經濟成本和時間成本，并省卻了醫院這個中間環節。

N：傳統品牌在當今時代如何尋求更好的發展？

J：對于一個傳統企業來說，創新尤為關鍵。來到互聯網時代，必須以服務為核心，用數字化交互形式、移動互聯網解決方案來進行創新。我們的團隊非常年輕，我們利用互聯網+的平臺，采用當地直采、去中間環節等現代管理方法，不斷探索和創新，并向國際一流的健康領域的互聯網新型公司學習。但另一方面，傳統企業的內在文化不能丟，價值觀不能變?，F在人們一提起工匠精神，就會想到德國、日本。其實在中國，具有工匠精神的傳統品牌數不勝數。我們的中醫藥領域也是這樣，有自己獨有的配方、上乘的原材料，再加上現代的科技，這樣的企業一定可以生存下去。

COMPANY MILESTONES

同仁堂大事記

1723

The fi rst year of the reign of Emperor Yongzheng, Tong Ren Tang was designated to supply medicines to the royal pharmacy of the Imperial Court of the Qing dynasty and had since performed the role for 188 years, in which eight emperors ruled.

清雍正元年，皇帝欽定同仁堂供奉清宮御藥房用藥，獨辦官藥，歷經八代皇帝，長達188年。

1955

TRT’s general manager Le Songsheng was elected as a member of Beijing Municipal People’s Congress and vice mayor of Beijing.

同仁堂經理樂松生被選為北京市人大代表，并出任北京市副市長。

1989

The “Tong Ren Tang” trademark was recognised by the State Administration for Industry and Commerce as a “Famous Trademark of China”.

“同仁堂”商標被國家工商行政管理局認定為馳名商標，受到國家特別保護。

1989

“Tong Ren Tang” became the fi rst Chinese trademark to fi le an international mark registration under the Madrid Agreement and was the fi rst trademark in the Chinese Mainland to be registered in Taiwan.

“同仁堂”商標成為中國第一個申請馬德里國際注冊的商標，大陸第一個在臺灣申請注冊的商標。

1992

China Beijing Tong Ren Tang (Group) Co., Ltd. was founded.

中國北京同仁堂集團公司成立。

2006

“Tong Ren Tang Chinese medicine culture” was included in the fi rst list of national intangible cultural heritage.

“同仁堂中醫藥文化”被列入“第一批國家級非物質文化遺產名錄”。

2006.12

Tong Ren Tang was identif i ed by the Ministry of Commerce as a China Timehonored Brand.

“同仁堂”被商務部認定為首批“中華老字號”。

2015.3

TRT International was founded, marking the time-honoured brand enters the Internet+ era.

同仁堂國際成立，標志著百年老字號開啟新時代“互聯網＋”創新。

2015.10

TRT International launched its cross-border e-commerce platform “Tian Ran Tao”(www.trt.hk).

同仁堂國際跨境電商“天然淘”上線。