On May 9, the "2025 Brand High-Quality Overseas Forum" hosted by Xinhuanet and Xinhua News Agency New Media Center was held in Deqing, Zhejiang.

Li Xinhua, vice president of Dong'e Ejiao Co., Ltd., delivered a keynote speech on "Jiaorun's global travel to promote traditional Chinese medicine culture to the world." As a time-honored Chinese traditional medicine enterprise with a history of 73 years of entrepreneurial development, in recent years, Dong'e Ejiao has implemented the "1238" strategy, firmly shouldered the mission of inheriting and innovation of traditional Chinese medicine culture, adhered to the "dual-wheel drive" of culture and industry, created the "tonifying national treasure Dong'e Ejiao" brand, accelerated the expansion of overseas markets, and forged ahead and explored and sought new things on the road to promoting the overseas Chinese culture.

Activate the technological innovation engine and build a solid foundation for brand overseas

Dong'e Ejiao has built a "one center, three highlands + N joint" R&D system. In Beijing, the Greater Bay Area and the Yangtze River Delta, it has created three major R&D highlands for raw material cultivation, nourishing traditional Chinese medicine and healthy consumer goods, and has deepened cooperation with more than 10 academicians, a team of national medical masters and more than 20 universities and institutes to promote the implementation of the national key R&D plan projects and lead industrial innovation with scientific and technological innovation.

At the same time, Dong'e Ejiao has carried out research on the material basis and mechanism of action of donkey-hide gelatin, improved the evidence link of gelatin Chinese medicine, accelerated the research and development of classic prescriptions and innovative drugs, and achieved a number of leading scientific research results in the industry. Among them, "Research on the Clinical Value Assessment of Compound Donkey-hide gelatin in the Treatment of Cancer Due to Sexual Fatigue" won the 2024 Special Excellence Award of the American Society of Clinical Oncology and was highly recognized by the international academic community.

Deepen the overseas consumer market and enhance the brand's international influence

In recent years, Dong'e Ejiao has accelerated the pace of brand "going overseas" and sold to more than 10 countries and regions including Southeast Asia, Europe and the United States. A relevant person in charge of Dong'e Ejiao said that in the face of the differences in consumption concepts and aesthetic preferences of different overseas markets, Dong'e Ejiao has implemented "precise marketing, one district, one policy", and on the basis of maintaining brand consistency, it has created a "3+6+N" differentiated product system, continuously promoted the launch of customized new products, and met the consumption needs of various places according to local conditions.

In addition, Dong-E-E-Jiao has formed a localized operation team and established Dong-E-E-Jiao International Co., Ltd. in Hong Kong to deeply cultivate Hong Kong and radiate to the Southeast Asian market. Compound donkey-hide gelatin has entered the Indonesian market for nearly 20 years and has been widely used in the auxiliary treatment of dengue fever. Dong'e Ejiao has carried out various forms of social welfare activities, becoming a brand that is deeply trusted by local consumers, and also a traditional Chinese medicine carrier to expand cultural exchanges and promote people-to-people communication.

Deepen exchanges and mutual learning in civilizations and accelerate the dissemination of traditional Chinese medicine culture

Traditional Chinese medicine is the key to opening the treasure house of Chinese civilization and an important window for foreign exchanges and mutual learning between China's excellent traditional culture. As a practitioner of traditional Chinese medicine culture inheritance and innovation, Dong'e Ejiao integrates brand building into the international communication of traditional Chinese medicine culture, holds a series of activities "Jiaorun Global" to promote traditional Chinese medicine culture to the world. Innovate the form of cultural communication and launch the traditional Chinese medicine culture reality show "Young Traditional Chinese Medicine" which has been exposed to the entire network for nearly 5 billion times.

At the same time, Dong'e Ejiao continues to polish the cultural business card of traditional Chinese medicine, and frequently appears in international conferences and activities such as the 21st World Traditional Chinese Medicine Conference, the 7th CIIE, and the "Belt and Road" Traditional Chinese Medicine Development Forum. Three products, including donkey-hide gelatin instant powder, Dong'e Ejiao and Peach Blossom Ji donkey-hide gelatin cake, were selected as "China's Good Gift". Create a model of traditional Chinese medicine cultural experience, open and operate the Dong'e Ejiao Hengqin Nutrition Life Flagship Pavilion in Hengqin Guangdong-Macao In-depth Cooperation Zone, provide traditional Chinese medicine services such as popular science education, diet therapy and health care, establish an international image of the brand, and show the unique charm of traditional Chinese medicine culture.

Under the wave of the modernization, industrialization of traditional Chinese medicine and the accelerated overseas expansion of Chinese brands, Dong'e Ejiao will further promote and develop traditional Chinese medicine culture, interpret the new paradigm of healthy civilization in the process of Chinese modernization with a global perspective, and contribute more to promoting the Chinese medicine culture to go abroad and the world, and enhancing the health and well-being of all mankind.

From May 9th to 11th, the 2025 World Brand Moganshan Conference was held in Deqing, Zhejiang. The World Brand Moganshan Conference was co-founded by Xinhua News Agency Brand Work Office, China National Brand Network, etc., and has been held for two consecutive sessions. As one of the important activities of the 2025 World Brand Moganshan Conference, the "2025 Brand High-Quality Overseas Overseas Forum" is themed "New Challenges, New Opportunities and New Paths", bringing together the wisdom of all parties to jointly explore diversified development paths for brands to go overseas.

[Editor in charge: Sun Hui]