Original Text
A proud and lively Sun Wukong is the memory of many people born in the 1970s and 1980s regarding Longmu Zhuangu Granules.
As the pioneer in children’s calcium supplementation, Longmu Zhuangu Granules have existed for 32 years, inheriting and promoting the “stubborn dedication” of generations of traditional Chinese medicine professionals who strive for excellence in quality.
Ancient formula hides the secret of calcium supplementation
In the 1980s, the incidence of pediatric rickets in China was as high as 40.7%. Li Qian, associate chief physician of the Rational Drug Use Clinic at the People’s Liberation Army Wuhan General Hospital, explained that at the time, people were accustomed to using cod liver oil calcium supplements to prevent and treat pediatric rickets, but the long-term use of these could cause chronic poisoning side effects which were not known to the public. Another fact was that most calcium-deficient children were not lacking calcium intake, but had poor absorption.
In 1985, Jianmin Pharmaceutical Factory became the first to venture into this area, cooperating with Wuhan Children’s Hospital, led by renowned traditional Chinese medicine expert Peng Zhaolin and Western medicine expert Dong Zongqi, to develop a prescription for prevention and treatment of pediatric rickets.
In fact, traditional medicine already had more suitable prescriptions. Experts Peng Zhaolin and Dong Zongqi started by focusing on the causes of calcium deficiency in children, consulted large amounts of classical Chinese medicine literature, and finally identified three classic ancient formulas: Sijunzi Tang, Yupingfeng San, and Longgu Tang. The three formulas respectively have the effects of strengthening the spleen, benefiting the lungs, and tonifying the kidneys. After careful addition and subtraction of 13 kinds of Chinese herbs such as Astragalus, Atractylodes, and Schisandra, combined scientifically with appropriate Western medicines, the formula not only comprehensively regulates bodily functions and balances the absorption of dietary calcium but also promotes absorption of calcium inherent in the medicine itself, thus achieving a dual effect of calcium supplementation. This is the later well-known Longmu Zhuangu Granules.
At that time, Longmu Zhuangu Granules were approved for production, filling the domestic gap in pediatric calcium supplements. The pharmaceutical community praised it widely. In 1994, Longmu Zhuangu Granules were selected as one of the first “National Chinese Medicine Protected Varieties” Level 1 protected products, with only two in the whole country. To this day, it is the only Level 1 protected national Chinese medicine product in the pediatric category and appears twice in the Chinese Pharmacopoeia.
Unwavering innovation, the unchanging rule amid ups and downs
The market changes rapidly. From standing out alone in the calcium product market to stagnant difficulty in growth, Longmu Zhuangu Granules have experienced many fluctuations.
By the late 1990s, Longmu Zhuangu Granules faced strong market competitors. To improve technological content, Jianmin Group carried out two phases of high-level, in-depth scientific research consecutively. Based on vitamin D’s role in promoting calcium absorption, they further optimized and selected Dragon Bone, Oyster Shell, and Turtle Shell in the formula through processing techniques, resulting in higher calcium content that was easier to absorb, and the “Gold Edition” Longmu Zhuangu Granules were born. Although a bit more expensive, the “Gold Edition” was very popular, quickly regaining market favor.
Subsequently, with the influx of imported products and the rise of new contenders, the domestic “calcium cake” market became more segmented and divided. However, Longmu Zhuangu Granules have never stopped innovating. Hu Zhenbo, vice president and secretary-general of Jianmin Group, introduced that in earlier years, they conducted a national-level scientific research project proving Longmu Zhuangu Granules’ efficacy for osteoporosis in the elderly. Now, chewable tablets targeting middle-aged and elderly people are in the final stages of technology development and will soon be launched to the market. “We hope that the brand value of traditional Chinese medicine will not depreciate over time.” Hu Zhenbo frankly admitted that innovation is an unchanging rule.
Losing “face” means damaging the brand
In recent years, as policy support for the development of traditional Chinese medicine continues to increase, there has been a quiet resurgence of interest in TCM. However, the quality of Chinese medicinal materials has long been criticized; news about paying high prices for substandard herbs frequently emerges, and some even predict that “TCM will be ruined by its own herbs.”
Jianmin’s predecessor was the old brand “Ye Kaitai.” Since its establishment, Ye Kaitai has followed the ancestral precepts of sincere refinement and no deception. In the past, the quality of medicinal materials was divided into three grades: high, medium, and low. The top grade was called “face,” while the bottom was called “foundation.” During each herb trading session, scales would generally not be used until Ye Kaitai’s manager arrived and declared: “Give the ‘face’ to Ye Kaitai.”
Losing the “face” means destroying the brand. Regardless of cost, only the best herbs were used. This near-exacting pharmaceutical philosophy has been handed down and upheld generation after generation.
Yang Jun, general manager of the Business Division, OTC Business Center of Jianmin Group, introduced that the one-time qualification rate for medicinal material purchasing is only 80%. The company specially established a purchasing center that “meticulously manages” the remaining 20%. Longmu Zhuangu Granules contain 13 herbal ingredients; if any ingredient fails to meet standards, it is immediately returned and re-sourced, then re-inspected. During this year’s Spring Festival, because some medicinal materials had to be “started over,” Longmu Zhuangu Granules were out of stock nationwide for three months. (Reported by Cui Yuyu, Hubei Daily reporter; interns Zhang Huifang and Xie Ziyi)