兩面針：打造大健康產(chǎn)業(yè)生態(tài)圈讓民族品牌走向世界

□ 文/本刊記者 朱英華

“一口好牙，兩面針”。這句廣告語(yǔ)很多消費(fèi)者都不陌生。作為中國(guó)知名的民族品牌，兩面針承載著20世紀(jì)80～90年代中國(guó)人的時(shí)代記憶。但是很多人不知道，如今的兩面針已是一款風(fēng)靡東南亞的牙膏，在馬來(lái)西亞、泰國(guó)、柬埔寨等東南亞國(guó)家都有它的身影，兩面針中藥牙膏品質(zhì)獲得了東南亞地區(qū)用戶的好評(píng)。

兩面針的“前世今生”

對(duì)于柳州兩面針股份有限公司（以下簡(jiǎn)稱“兩面針”）的“前世今生”，兩面針副總裁吳堃介紹，兩面針的發(fā)展歷程大致可以分為三個(gè)階段。第一階段，從立產(chǎn)品到立品牌。兩面針起源于1941年成立的亞洲枧廠等5家小型私營(yíng)肥皂廠。1978年組建“柳州市牙膏廠”，同年，率先成功研制出中國(guó)國(guó)內(nèi)第一支中藥牙膏。得益于中國(guó)人對(duì)傳統(tǒng)中華醫(yī)藥的認(rèn)同與信賴，兩面針中藥牙膏迅速占領(lǐng)了中國(guó)牙膏市場(chǎng)的大部分份額，連續(xù)多年在中國(guó)國(guó)內(nèi)同類產(chǎn)品中產(chǎn)銷量第一。這個(gè)階段，兩面針完成了立產(chǎn)品。兩面針第一支中藥牙膏上市之后，市場(chǎng)覆蓋率達(dá)到了25%，即4個(gè)牙膏消費(fèi)者中就有一名兩面針牙膏的顧客。市場(chǎng)認(rèn)可帶動(dòng)了兩面針產(chǎn)品的地位，1992年，兩面針進(jìn)行商標(biāo)注冊(cè)，完成了從立產(chǎn)品到立品牌的過(guò)程。第二階段，從樹(shù)品牌到樹(shù)公司。品牌成功樹(shù)立后，1994年，兩面針完成股份制改造，成功完成由樹(shù)品牌到樹(shù)公司的階段。第三階段，從企業(yè)上市到中藥理念深度開(kāi)發(fā)。兩面針改制為股份制公司后，2004年，成為行業(yè)首家以自己名字在上海證券交易所掛牌上市的公司。兩面針開(kāi)始嘗試多元化經(jīng)營(yíng)戰(zhàn)略，從單一的牙膏產(chǎn)業(yè)擴(kuò)大到洗滌、婦女用品等等，并向眾多進(jìn)入中國(guó)市場(chǎng)的外資牙膏品牌學(xué)習(xí)管理經(jīng)驗(yàn)，在競(jìng)爭(zhēng)中發(fā)展壯大。兩面針公司上市后，在揚(yáng)州設(shè)立酒店用品有限公司，將中藥護(hù)理理念推向酒店用品領(lǐng)域。目前，兩面針酒店用牙膏在全國(guó)酒店用品中占據(jù)龍頭地位。此外，繼重組安徽芳草日化股份有限公司后，兩面針在2005年收購(gòu)柳州制藥廠。至此，制藥業(yè)和中藥日化相結(jié)合，兩面針完成向大健康產(chǎn)業(yè)轉(zhuǎn)型的重要布局。

借東博會(huì)“東風(fēng)”鋪就國(guó)際路

兩面針生產(chǎn)的中藥牙膏

2018年9月7日，中國(guó)—東盟博覽會(huì)戰(zhàn)略、行業(yè)、支持合作伙伴新聞發(fā)布會(huì)在南寧國(guó)際會(huì)展中心舉行，13家企業(yè)成為第15屆東博會(huì)戰(zhàn)略、行業(yè)、支持合作伙伴，其中就有兩面針。這是自2013年以來(lái)，該公司連續(xù)6屆與東博會(huì)建立合作。據(jù)了解，每年兩面針都為東博會(huì)制定出一套指定的洗護(hù)禮品裝，供東盟各國(guó)首腦住宿使用。得到國(guó)際首腦好評(píng)的兩面針被傳播到東盟地區(qū)，成為國(guó)際友人眼中的中國(guó)民族品牌。借助東博會(huì)的平臺(tái)，兩面針中藥日化產(chǎn)品走進(jìn)新加坡、馬來(lái)西亞、緬甸、柬埔寨等東盟國(guó)家，成功開(kāi)拓了海外市場(chǎng)。吳堃表示，對(duì)兩面針來(lái)說(shuō)，東博會(huì)是一個(gè)重要的橋梁。通過(guò)東博會(huì)，兩面針成功地把產(chǎn)品和理念拓展到東南亞市場(chǎng)。目前，兩面針在東南亞市場(chǎng)廣泛開(kāi)展品牌合作，實(shí)施產(chǎn)品代理，進(jìn)行產(chǎn)業(yè)推廣升級(jí)。吳堃預(yù)計(jì)，2019年，兩面針將全部打通東盟10國(guó)市場(chǎng)（目前文萊、老撾、越南還沒(méi)建立合作），除了在各國(guó)設(shè)立經(jīng)銷商，還計(jì)劃在緬甸、馬來(lái)西亞建廠，未來(lái)將深度開(kāi)發(fā)東南亞地區(qū)市場(chǎng)。

兩面針的國(guó)際化戰(zhàn)略還體現(xiàn)在對(duì)產(chǎn)品的國(guó)際化升級(jí)上。2018年8月，兩面針牙膏在美國(guó)完成FDA檢測(cè)，成為中國(guó)第一支獲得美國(guó)合法銷售地位的功效型中藥牙膏，同時(shí)也是目前中國(guó)國(guó)內(nèi)唯一獲得此地位的牙膏品牌，實(shí)現(xiàn)了從東南亞到美國(guó)的銷售版圖升級(jí)。

“通過(guò)東博會(huì)這個(gè)平臺(tái)，我們?cè)跂|盟市場(chǎng)上尋找到更多戰(zhàn)略合作伙伴，同時(shí)通過(guò)積極‘走出去’，把中藥健康理念向全球推廣，為將兩面針打造成世界品牌、百年老店打下良好的基礎(chǔ)?！眳菆艺f(shuō)。

挑戰(zhàn)下的“二次創(chuàng)業(yè)”

有機(jī)遇必然有挑戰(zhàn)。在發(fā)展的歷程中，兩面針也面臨著許多困難和挑戰(zhàn)。從1996年開(kāi)始，外資品牌利用強(qiáng)大的營(yíng)銷攻勢(shì)開(kāi)始快速占領(lǐng)中國(guó)市場(chǎng)，中國(guó)牙膏市場(chǎng)格局也被重新洗牌。此外，2007年以后，隨著兩面針從“相關(guān)多元化”轉(zhuǎn)型到“非相關(guān)多元化”發(fā)展戰(zhàn)略后，兩面針日化產(chǎn)品出現(xiàn)銷量下滑的局面。2017年末，兩面針董事長(zhǎng)林鉆煌提出“聚焦主業(yè)，效益先行”的聚焦發(fā)展戰(zhàn)略，重新確立日化和藥業(yè)為公司主業(yè)，將藥業(yè)作為支撐日化發(fā)展的基石，實(shí)現(xiàn)藥業(yè)與日化的深度融合，發(fā)展中藥理念下的健康產(chǎn)業(yè)。這被視為兩面針回歸的標(biāo)志。如今的兩面針，聚集核心資源與核心業(yè)務(wù)，對(duì)品牌進(jìn)行全新的定位升級(jí)，在產(chǎn)品功效定位上聚焦于“中藥修護(hù)”，這迎合了大健康環(huán)境下消費(fèi)者對(duì)天然、健康的口腔產(chǎn)品的需求。

吳堃表示，兩面針致力于成為中藥理念下的大健康產(chǎn)業(yè)技術(shù)創(chuàng)新領(lǐng)先型企業(yè)，目前國(guó)際市場(chǎng)布局也面臨一些挑戰(zhàn)：其一，兩面針?biāo)x擇的國(guó)際化布局時(shí)機(jī)不算早，外資品牌早已布局海外各國(guó)，且影響力巨大；其二，國(guó)外文化和消費(fèi)習(xí)慣不一樣，兩面針牙膏配方和包裝就必須兼顧當(dāng)?shù)厍闆r；其三，如何能夠盡快地被當(dāng)?shù)厝私邮?，需要摸索，找到合適的市場(chǎng)推廣手段，每個(gè)國(guó)家都有不一樣的國(guó)情。

對(duì)于未來(lái)的策略，吳堃說(shuō)：“在布局方面，兩面針將開(kāi)展細(xì)致的工作，一個(gè)國(guó)家一個(gè)對(duì)策；在文化相融問(wèn)題上，盡量找到當(dāng)?shù)氐暮献骰锇椋梃b別人開(kāi)發(fā)當(dāng)?shù)厥袌?chǎng)成熟的經(jīng)驗(yàn)和在國(guó)內(nèi)行之有效的辦法，向同行學(xué)習(xí)，積極創(chuàng)新。在此基礎(chǔ)上我們力求在二次創(chuàng)業(yè)上走出一條全新的路子。”

從1978年研發(fā)出中國(guó)第一支中藥牙膏至今41年，兩面針經(jīng)歷了連續(xù)15年本土銷量第一的輝煌，經(jīng)歷了作為民族品牌驕傲的榮光，也經(jīng)歷了市場(chǎng)業(yè)績(jī)下滑的低谷。然而，追求天然、健康一直是印刻在這個(gè)品牌骨子里的信仰，他們41年一直恪守純正中藥、純正組方，拒絕西藥添加，確保中藥牙膏品質(zhì)。相信在未來(lái)，這個(gè)老牌民族企業(yè)一定能在“一帶一路”的國(guó)際化合作共贏中，走出一條創(chuàng)新與成功的新路子。

·聯(lián)系編輯：247620280@qq.com

Join ASEAN in Push for RCEP by Next Year,Singaporean PM Lee Tells Indian PM Modi

By Bhagyashree Garekar

Singaporean Prime Minister Lee Hsien Loong with Indian Prime Minister Narendra Modi at the ASEAN-India Summit on November 15, 2018

Prime Minister Lee Hsien Loong urged India to join ASEAN in a push to create the Regional Comprehensive Economic Partnership (RCEP), the world’s largest free trade area, next year.

“I am glad that we have made tremendous progress this year to advance the RCEP negotiations. We are now close to the finishing line, although further work remains to fi nalise the remaining details,” Mr. Lee said in remarks during the annual ASEAN-India Summit, attended by Prime Minister Narendra Modi.

The proposed pact between 16 nations, including the 10-member ASEAN grouping and its six free trade agreement partners Australia, New Zealand, Japan, China, South Korea and India, comprises 45% of the world’s population and a combined gross domestic product of about US$ 25 trillion (SGD 34.4 trillion), exceeding that of the United States.

The pact is seen as vital to securing the region’s continued prosperity, especially after a trade war broke out between its vital trading partners US and China.

Mr. Modi tweeted after the ASEAN-India meeting: “Cementing old bonds in pursuit of a glorious future. Had a great interaction with ASEAN leaders at the ASEAN-India Informal Breakfast Summit. We are happy that ties with ASEAN are strong and are contributing to a peaceful and prosperous planet.”

India has been somewhat hesitant in joining RCEP, unwilling to cut tariffs and open its market wider in the face of strong opposition from its farm sector as well as industries like steel and textiles.

The negotiations come at a sensitive time for Mr. Modi, who is seeking re-election next year.

New Delhi is especially guarded as the proposed pact includes China, India’s key trading partner as well as competitor.India has also wanted RCEP to include the service sector and improved access for its professionals.

Pointing to the trade potential that remains to be unlocked, Mr. Lee said: “We should make the full effort to bring the RCEP negotiations to conclusion in 2019. Together with the ASEAN-India Free Trade Area, we hope that this will help us reach the ASEAN-India trade target of US$ 200 billion in total trade by 2022.”

The ASEAN-India FTA was signed in 2010.Bilateral trade between ASEAN and India has grown to around US$ 80 billion, but seen as far short of its true potential. ASEAN nations are increasingly investing in India,including in ports, highways, townships and food processing, with the Modi government improving ease of doing business.

Mr. Lee also called for better maritime, air,land and digital connectivity between ASEAN and India, noting the progress made on the India-Myanmar-Thailand trilateral highway with an extension to Laos, Cambodia and Vietnam. “Enhancing air links will certainly strengthen businesses and people-to-people linkages and in order to help both Indian and ASEAN carriers tap new and emerging markets,” he added.

Mr. Modi had last met the ASEAN leaders in January at a commemorative summit in New Delhi to mark the 25thanniversary of ASEANIndia relations. They were his guests during India's Republic Day parade.

Under Mr. Modi’s Act East policy, India’s profile in South-east Asia has been on the rise. Mr. Lee noted that India has consistently supported ASEAN centrality, including in a speech made by Mr. Modi at the Shangri-La Dialogue in Singapore in June where he expanded on his vision for the Indo-Paci fi c at a time when the region feels competing pulls between the US and China.

“This period of geopolitical uncertainty gives new impetus for ASEAN and like-minded partners like India to deepen our cooperation,”Mr. Lee said. “ASEAN and India must continue to enhance our strategic partnership,”Mr. Lee said, noting that Singapore has always been a strong and consistent advocate for India's inclusion in the ASEAN community.

· Source: The Straits Times