Harnessing Tradition and Innovation: Dong'e Ejiao's Seventh
Appearance at the CIIE
SHANGHAI, Nov. 5, 2024
/PRNewswire/ -- On November 5th, the
7th China International Import Expo (CIIE) opened in Shanghai. A key player in China Resources Group's healthcare sector,
Dong'e Ejiao Co., Ltd. (hereinafter referred to as "Dong'e Ejiao"),
made a prominent appearance. The company is set to host 15
activities focused on the inheritance of Traditional Chinese
Medicine (TCM) culture, new product launches, innovative research
and development, and the construction of industry chains. These
events aim to showcase the unique charm of this time-honored TCM
enterprise and engage with upstream, midstream, and downstream
partners to explore opportunities and challenges for TCM in the
global health arena, thereby promoting the modernization and
internationalization of TCM.
Exploring Cultural Potential and Decoding Traditional Chinese
Medicine Academic Principles
As a major national-level exhibition, the CIIE continues to
improve year by year. Over the past seven years, the expo has
consistently conveyed China's
message of openness to the world, encouraging more domestic and
international enterprises to participate and share in the
opportunities offered by China and
the global market. Dong'e Ejiao has participated in the CIIE for
seven consecutive years, steadfastly carrying the mission of
promoting TCM culture. The company is committed to delving into the
cultural potential of TCM and persistently spreading the nourishing
culture of Ejiao to the world, while resolutely advancing the
modernization and internationalization of TCM.
Originating from Dong'e, Ejiao is steeped in the rich cultural
heritage of TCM and is revered as a "national treasure of
nourishment." On the opening day of the CIIE, Dong'e Ejiao, in
collaboration with the Chinese National Geography Magazine, hosted
the "Chinese National Geography 'Ejiao Golden Water Source' Award
Ceremony and Documentary Screening." The magazine conducted an
in-depth study into the mysteries of the groundwater in Dong'e
County, recognizing the critical value of this "golden water
source" essential for producing authentic Ejiao. As a testament to
its significance, Dong'e County was awarded the title of "Ejiao
Golden Water Source" by the local government.
Co-produced by Dong'e Ejiao and Chinese National Geography
Magazine, the documentary "Underground Flow of 'Gold': Tracing the
Golden Water Source" employs scientific and modern methods to
analyze the hydrological characteristics, water quality, and
historical origins of the Ejiao golden water source. This visual
narrative vividly illustrates the fundamental reasons why Dong'e
Ejiao is considered an authentic medicinal material. Through
experiments and validations, the documentary guides the audience in
exploring the scientific principles behind the adage "good water
produces good Ejiao."
Effectively Articulating the Story of Traditional Chinese
Medicine to Foster Its Globalization Process
The CIIE serves as a crucial window for China to establish a new development paradigm
and a key platform for promoting high-level openness. Dong'e Ejiao
actively engages with the CIIE, firmly rooted in cultural
confidence, and advances a dual-driven approach of brand and
culture. By integrating creativity with cultural industries, the
company enriches the forms and channels of TCM cultural
dissemination, telling the stories of TCM to the world in various
forms and languages.
During the CIIE, a series of events will be held, including the
international exchange forum for the TCM cultural reality show
"Young TCM Practitioners," the launch ceremony of the large-scale
TCM cultural international communication project "Global TCM" by
Phoenix Television and Dong'e Ejiao, and the "Time-Honored Chinese
Brands Global Tour." Through documentary screenings, short video
planning, and the release of a TCM white paper, Dong'e Ejiao
actively disseminates traditional TCM cultural knowledge, ensuring
high-quality cultural output and helping TCM gain worldwide
recognition.
Focusing on R&D Innovation: Leading High-Quality Industry
Development
Preserving the essence while embracing innovation, Dong'e Ejiao
has consistently leveraged technology to drive the inheritance and
innovation of TCM. The company actively fosters new productive
forces in TCM. Under the guidance of a "dual-driven" model that
includes pharmaceuticals and health consumer products, Dong'e Ejiao
has established an R&D system known as "One Center, Three High
Grounds." This framework is supported by a youthful, professional
team dedicated to channel service. The company innovates across
multiple dimensions, including application fields, consumption
methods, usage scenarios, and channel services, setting a new
benchmark in the health and wellness industry.
On the opening day of the CIIE, Dong'e Ejiao hosted the global
launch of its new tea beverage, "Jinshanghua." Throughout the expo,
the company will also introduce new Ejiao powder and initiate
several critical projects in medical research and development.
These include the development of a formulation for treating
rheumatoid arthritis with multiple organ complications and a
randomized, double-blind, placebo-controlled, multi-center Phase II
clinical study on the efficacy and safety of a compound Ejiao syrup
for treating cancer-related fatigue (Qi and Blood Deficiency
Syndrome). These efforts underscore Dong'e Ejiao's commitment to
empowering the modernization of TCM through academic research.
Additionally, Dong'e Ejiao will grandly unveil its "Changfeng Plan" channel brand for health
consumer products and its customer operation strategic service
system. These initiatives are expected to attract numerous partners
to enter into strategic collaborations with Dong'e Ejiao.
Strategic Full-Chain Development: Connecting the Future of
the Health Industry
To advance the modernization of the TCM industry chain, Dong'e
Ejiao has gradually established a comprehensive "Three-Industry
Integration" development model. This model seamlessly connects the
upstream, midstream, and downstream sectors, integrating all
essential elements. It not only contributes to the creation of
local specialty industries but also expands into the fields of deer
products, desert Cistanche deserticola Ma, and ginseng.
At the CIIE, Dong'e Ejiao will host several events, including
the signing ceremony for the traceability of authentic medicinal
materials for compound Ejiao syrup and strategic TCM suppliers, the
launch of the "Royal Paddock 1619" brand, and the global release of
the Cistanche deserticola Ma industry project. By developing a
high-quality, resilient, and sustainable supply chain system,
Dong'e Ejiao aims to efficiently connect the entire industry chain,
achieving chain extension, value enhancement, and supply chain
integration. This approach further strengthens long-term, stable,
and mutually beneficial partnerships.
Cheng Jie, Chairman of Dong'e Ejiao, stated that at this new
historical juncture, Dong'e Ejiao will actively engage in
international cooperation and cultural exchange, effectively
communicating the unique stories of TCM culture. The company is
committed to enhancing the international influence of TCM and
contributing Chinese wisdom and strength to the health and
well-being of all humanity.
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SOURCE Dong'e Ejiao
