Qizheng Tibetan Medicine Forges a Sustainable Brand Through Responsibility

On August 6, the 15th International Forum on Corporate Social Responsibility of China, themed “Responsibility Builds Corporate Resilience,” was held in Beijing. Qizheng Tibetan Medicine (002287), recognized for its contributions during the pandemic to frontline epidemic prevention efforts as well as its beneficial initiatives in resuming work and production and boosting the economy, was invited to participate in the sub-forum titled “Responsibility Builds Sustainable Brands.” There, the company shared its practical experiences in fulfilling its pandemic-related responsibilities and its sustainable brand philosophy, engaging in a dialogue with speakers from Alibaba, Liangpin Shop, and Zeyang Communications on new opportunities for enhancing corporate brand value in the post-pandemic era. The forum’s content was simultaneously live-streamed on CCTV International, Hexun.com, and Jinmifeng Corporate Social Responsibility China Network.

Ms. Feng Ping, Vice President and Board Secretary of Qizheng Tibetan Medicine, introduced that Tibetan medicine originated on the Qinghai-Tibet Plateau—the “Roof of the World”—and has a history of more than 3,800 years. It boasts a solid theoretical foundation in epidemic prevention and control. The classic Tibetan medical text, "Ganlu Baoping," records: "In the early stage, treat epidemic diseases; in the middle stage, clear heat-related syndromes; and in the later stage, strengthen the body's vital energy ('Long').” Thus, Tibetan medicine offers a comprehensive system—from prevention and treatment to recovery. Throughout history, Tibetan proprietary medicines have stood the test of numerous epidemics, including the H1N1 influenza and avian influenza outbreaks. As a leading Tibetan medicine enterprise in China, at the very onset of the pandemic, Ms. Lei Jufang, Chairperson of Qizheng Tibetan Medicine, was first struck by the question: Under these circumstances, what can Tibetan medicine do for humanity? What role can Qizheng Tibetan Medicine play in helping society navigate and overcome this crisis? Driven by this heartfelt aspiration, Qizheng Tibetan Medicine actively engaged in epidemic prevention and control efforts on three different levels.

On the first level, we are promoting the integration of Tibetan medicine into the prevention and treatment of COVID-19, ensuring that targeted Tibetan medicines are more widely used in clinical settings. This will provide an additional therapeutic approach for COVID-19 management and help alleviate pressure on frontline medical staff. Specific actions include three key pathways: 1. We promptly donated the classic Tibetan anti-epidemic formula “Influenza Pills” to the frontline medical teams in Wuhan. Subsequently, we also supplied the Gansu medical team aiding Hubei with the necessary medications from the “Gansu Formula,” a Tibetan medicinal prescription specifically designed for treating COVID-19. The Gansu medical team brought these medicines to Wuhan and began using them in Ward 19 for fever patients at the Houhu Branch of Wuhan Central Hospital, which was taken over by the Gansu medical team. Clinical trials have demonstrated remarkable efficacy. 2. We provided protective medicines to members of the medical teams aiding Hubei. In the heart of the epidemic, healthcare workers often had little time to protect themselves. Tibetan medicines, however, are convenient and practical—simply mix them with water and take them orally for effective results. At the conference on Tibetan medicine’s achievements in fighting the epidemic, hosted by the Health Commission of the Tibet Autonomous Region, Ms. Song Xia, Deputy Head Nurse of the Emergency Department at Gansu Provincial People’s Hospital and leader of the Gansu nursing team aiding Hubei, shared her experience: while working on the frontlines in Wuhan, she developed discomfort in her throat. After taking the provided Chuitang granules, her symptoms disappeared by the next day. 3. We provided protective medicines for healthcare workers during the period when imported cases were being managed. When Gansu took charge of centralized quarantine and observation treatment for Iranian returnees, our company once again donated Tibetan medicine formulas to support epidemic prevention efforts.

On the second front, we are actively participating in the research and development of drugs for the prevention and treatment of COVID-19. The effectiveness of Tibetan medicine in frontline anti-epidemic efforts has drawn attention from Academician Zhong Nanshan. On March 20, during a video conference involving Academician Zhong Nanshan, an academician of the Chinese Academy of Engineering, the Gansu Provincial Health Commission, and the Gansu Provincial Expert Panel on COVID-19 Prevention and Control, Academician Zhong praised the role of Tibetan medicinal formulas included in the “Gansu Prescription” in preventing the progression of COVID-19 from mild to severe cases. He said, “I’ve observed that certain Tibetan medicines can alleviate patients’ symptoms and prevent them from progressing to critical conditions. We know that once a patient progresses to critical illness, treatment becomes extremely challenging. Thus, preventing progression to critical illness is truly a major achievement…” Our company is actively involved in the research led by Academician Zhong Nanshan’s team to screen Tibetan medicines for their potential use in the prevention and treatment of COVID-19, hoping that Tibetan medicine can offer yet another option and bring new hope for the treatment of major emerging infectious diseases affecting humanity.

On the third level, with the outbreak of the COVID-19 pandemic, businesses across the board actively joined in the prevention and control efforts. As a pharmaceutical company, Qizheng Tibetan Medicine was particularly eager to address the urgent needs of all parties. Right from the start, the company promptly provided anti-epidemic supplies and financial support to local governments in Tibet, Gansu, and other regions, as well as to public welfare organizations such as the Ban Ki-moon Foundation. Faced with a severe shortage of supplies, the company set up a dedicated task force to coordinate overseas channels and procure masks, rubber gloves, and other essential anti-epidemic materials from abroad, thereby supporting epidemic prevention efforts across various regions.

Ms. Lin Bo, the forum moderator and Vice President of Zeyang Tianxia, observed through Qizheng Tibetan Medicine’s responsible practices during the pandemic that the company possesses a competitive edge in responsibility—namely, that while fulfilling its corporate social responsibilities effectively, enterprises can also make meaningful contributions to addressing societal challenges. She pointed out that Qizheng Tibetan Medicine’s responsible practices not only nourish and enhance the company’s brand but also equip it with the capacity for sustained development in the future.

In response, Ms. Feng Ping stated that the company’s responsible practices during the pandemic have indeed been recognized and praised by stakeholders—including the government, frontline doctors, Tibetan medicine experts, social organizations, and customers. Moreover, these efforts have convinced more people who previously rarely used Tibetan medicine of its efficacy. With a single heartfelt intention, multiple parties have achieved mutual benefits, ultimately enhancing the value of the company’s brand.

Mr. Zhuang Wei, Chief Creative Officer of Zeyang Communications, stated that the brand value of Qizheng Tibetan Medicine is directly linked to people’s lives and has played a crucial role in the frontline fight against the epidemic—precisely where the challenges are greatest. Through its own practical efforts, the company has provided the public with a clearer understanding of the relationship between traditional Chinese medicine and Western medicine, thereby enhancing the respect and appreciation for TCM among the broader population. This presents a significant opportunity for the brand-building of Qizheng Tibetan Medicine.

At the conclusion of the forum, Ms. Feng Ping pointed out that in the post-pandemic era, brand definitions need to incorporate new elements. Traditionally, brands have been widely understood as the sum of customers’ and potential customers’ perceptions and experiences—indeed, the totality of associations and feelings they hold toward a product or product line. Consequently, brand-building has been customer-demand-oriented, with the primary goal being to maximize the brand’s monetization rate, or, in other words, to achieve maximum market share and profitability. However, when the pandemic struck, we realized that during the crisis’s resolution and aftermath, the recognition from stakeholders, business ethics and morality, and corporate social responsibility have become increasingly prominent—elements that have historically been relatively lacking in traditional brand concepts. The recognition from stakeholders, business ethics and morality, and corporate social responsibility can all be seen as manifestations of a symbiotic, mutually beneficial approach to managing diverse relationships. In the post-pandemic era, a truly great brand must strive to meet the needs of as many stakeholders as possible—not just those of customers alone. Moreover, such a brand should be able to inspire and guide stakeholders beyond their material needs, tapping into their positive spiritual and moral aspirations. To achieve this, a brand must be underpinned by strong business ethics and morality and guided by corporate social responsibility. More succinctly put, it must redefine the concept of a brand through the lens of “community” thinking.

Reporting media: Panorama Network

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