Tong Ren Tang sailing into overseas markets
- By staff reporter Sun Li
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Cultural Awareness in Overseas Markets
As the most successful TCM company in overseas markets, Tong Ren Tang attaches great importance to promoting TCM culture at its stores, a "secret" of its success.
Upon entering any one of Tong Ren Tang's overseas stores, what first catches the eye is the tasteful decor of each establishment's TCM cultural corner. Customers benefit from the therapeutic effects of TCM through the four diagnostic modes of observing a patient's symptoms, listening to their voices, asking relevant questions about nutrition and sleep, and feeling the pulse, and through its treatment methods that include acupuncture and massage. Overseas TCM aficionados can also attend talks on maintaining health through practicing Taiji and Qigong.
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Beijing Tong Ren Tang opens a TCM acupuncture center in Johannesburg, South Africa, in April 2017. |
During Chinese President Xi's visit to the Czech Republic in March 2016, the local Tong Ren Tang store invited a group of distinguished Chinese TCM experts to give lectures and have interactive activities with local people. The event was both well attended and warmly received by local residents. In October of the same year, Tong Ren Tang held a one-month stroke prevention and treatment campaign in Hong Kong, where 1,680 people jointly practiced Baduanjin, a branch of Qigong, creating a Guinness World Record.
Tong Ren Tang has also established museums in San Marino, Italy and Los Angeles, U.S.A., allowing local access to TCM and the traditional Chinese culture.
"If they were unaware of TCM's cultural identity, foreigners could not acknowledge TCM," said Ding Yongling, deputy general manager of China Beijing Tong Ren Tang Group Co., Ltd. "We will continue to play the dual role of economic entity and cultural carrier, in a bid to present the TCM culture to the world."
Tong Ren Tang plans to build local factories along the Belt and Road routes, quickening the pace of localization and globalization of its products. It will continue to open TCM retail terminals and health care centers in mature markets. Meanwhile, it will enhance cooperation with institutions of higher learning and scientific research overseas, so as to expand its network in overseas markets.
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