Subject category:
Marketing
Published by:
Asia Case Research Centre, The University of Hong Kong
Abstract
This case is part of the Trade and Industry Department SME case series funded by the Hong Kong Special Administrative Region Trade and Industry Department SME Development Fund. The Hong Kong brand Nin Jiom was popularly known in the territory by its flagship product ''Pei Pa Koa Cough Syrup''. It was through the profitable mass selling of such an over- the-counter traditional Chinese medicine (TCM) that Nin Jiom thrived through decades of history. By the early 2000s, the rapidly modernising consumer culture in Hong Kong and the Hong Kong Government''s new TCM policies required manufacturers of TCM products to adapt constantly to a changing business environment. Nin Jiom was attentive in this and was earning an annual turnover of several hundred million Hong Kong dollars by the early 2000s. The company was moreover able to continue expanding overseas and in mainland China. How did Nin Jiom''s products fit in an era when the Hong Kong Government and the Hong Kong, as well as the western, public paid more attention to TCM than before? How did the company manage to maintain its success as a TCM brand in modern Hong Kong?
Location:
Subject category:
Marketing
Published by:
Asia Case Research Centre, The University of Hong Kong
Length: 3 pages
Data source: Published sources
Simplified Chinese language
Subject category:
Marketing
Published by:
Asia Case Research Centre, The University of Hong Kong
About
Abstract
This case is part of the Trade and Industry Department SME case series funded by the Hong Kong Special Administrative Region Trade and Industry Department SME Development Fund. The Hong Kong brand Nin Jiom was popularly known in the territory by its flagship product ''Pei Pa Koa Cough Syrup''. It was through the profitable mass selling of such an over- the-counter traditional Chinese medicine (TCM) that Nin Jiom thrived through decades of history. By the early 2000s, the rapidly modernising consumer culture in Hong Kong and the Hong Kong Government''s new TCM policies required manufacturers of TCM products to adapt constantly to a changing business environment. Nin Jiom was attentive in this and was earning an annual turnover of several hundred million Hong Kong dollars by the early 2000s. The company was moreover able to continue expanding overseas and in mainland China. How did Nin Jiom''s products fit in an era when the Hong Kong Government and the Hong Kong, as well as the western, public paid more attention to TCM than before? How did the company manage to maintain its success as a TCM brand in modern Hong Kong?
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Location:
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Subject category:
Marketing
Published by:
Asia Case Research Centre, The University of Hong Kong
Length: 3 pages
Data source: Published sources
Subject category:
Marketing
Published by:
Asia Case Research Centre, The University of Hong Kong