ChoiceMMed Shifts Focus to Domestic Market After Dominating Global Health Monitoring Sector
“Ninety percent of the products we manufacture are exported, and our export volume has been increasing significantly every year,” said Mr. Qian Xiaolun, Chairman of Beijing Choice Electronic Technology Co., Ltd., in an interview with reporters.
Choice Electronic’s pulse oximeters, blood pressure monitors, electrocardiographs, and multi-parameter monitoring all-in-one machines are selling exceptionally well overseas. In particular, its pulse oximeters hold a significant market share in numerous countries worldwide. Qian Xiaolun told reporters, “Choice Electronic has established partnerships with globally renowned pharmacy chains, medical device stores, and large supermarket chains. Our products are sold in 89 countries and regions around the world, with sales volumes far leading those of domestic peers.”
Since its founding in 1993, Choice Electronic has weathered many challenges to emerge as a global industry leader. How has it captured overseas markets? What is its strategic layout within China? To address these questions, VCBeat conducted an exclusive interview with Mr. Qian Xiaolun, Chairman and General Manager of Choice Electronic.
(Provided by the company)
Choice Electronics’ core products are blood oxygen monitoring devices. In addition, the company offers products for blood pressure monitoring, electrocardiogram (ECG) monitoring, temperature monitoring, and multi-parameter vital signs monitoring. Choice will continue to advance research in vital signs monitoring technologies to develop higher-performance, more portable, and intelligent wearable products that meet future demands for personal health monitoring.
Since the launch of its first MMED6000DP patient monitor in 1998, Choice Electronic has iterated its product line to include portable multi-parameter patient monitors, dynamic multi-parameter telemetry monitoring systems, all-in-one multi-parameter health screening kiosks, as well as vital signs monitoring devices and systems specifically designed for nurses’ ward rounds.
Since launching its first finger-clip pulse oximeter with waveform display functionality in 2004, Choice Electronic has been diligently delving into professional technology and continuously innovating, successively introducing wrist-worn blood pressure and oxygen monitors, OxyWatch™The series of finger-clip pulse oximeters upgraded to second-generation blood oxygen technology in 2012, and after six years of continuous refinement, launched a breakthrough new generation of high-performance pulse oximeter series based on OxyAct™ blood oxygen technology in 2018.
(Images provided by the company)
In addition, products such as portable ECG monitors, remote ECG systems, and sleep monitoring devices are continually being innovated. It is perhaps this persistent commitment to quality and continuous innovation that has enabled Beijing Choice Electronic Technology Co., Ltd. to steadily increase its market share in overseas markets.
Qian Xiaolun stated, “At the Badachu High-Tech Industrial Park in Zhongguancun, Beijing, and the Wuqing Development Zone in Tianjin, Choice Electronics owns over 10,000 square meters of internationally standardized industrial facilities, equipped with comprehensive precision research and testing equipment. Furthermore, Choice Electronics’ R&D team possesses strong capabilities and extensive experience in product aesthetics, accuracy, and technological innovation. For instance, the team designs products tailored to the cultural nuances of different regions, ensuring they are well-received by users worldwide.”
After years of accumulation, Choice Electronic has filed more than 300 patents domestically and internationally, covering a series of products including pulse oximeters, ECG monitors, blood pressure monitors, fetal heart rate monitors, thermometers, multi-parameter patient monitors, health examination devices, and all-in-one machines.
In the field of blood oxygen monitoring, Choice Electronic has achieved more sensitive detection of abnormal blood oxygen levels, enhanced stability against interference, and broader clinical applicability by employing advanced signal processing techniques. These technologies enable Choice Electronic’s products to more accurately identify patients with hypoxemia, thereby improving the work efficiency of healthcare professionals. In the areas of blood pressure and electrocardiogram (ECG) monitoring, Choice Electronic’s products are utilized in various scenarios, including health examinations, ambulatory monitoring, and home-based measurements.
Qian Xiaolun stated, “In the field of health monitoring, products are gradually evolving toward miniaturization and portability in terms of form factor; from a communication perspective, they are developing diverse communication modes, such as low-power and remote modes; and functionally, they are continuously integrating more capabilities, including the measurement of blood pressure, electrocardiogram (ECG), and blood glucose levels.”
At this stage, Choice Electronic focuses on wearable devices and internet healthcare. This aligns with its mission: to provide miniaturized and intelligent medical health products to healthcare institutions and households worldwide.
In its early stages, Choice Electronics expanded into overseas markets through ODM (Original Design Manufacturing). In the 1990s, Choice Electronics made a concerted push into international markets, earning distributor recognition by leveraging its long-established reputation for high quality. Meanwhile, the company continuously expanded its market share through sustained product innovation.
To date, Choice Electronic has obtained medical device product registrations in the European Union, the United States, Japan, Canada, Russia, South Korea, Brazil, and other countries and regions, with its products exported to 89 countries and regions worldwide. Qian Xiaolun stated, “Choice Electronic’s sales volume leads the domestic industry by a wide margin. In China, it ranks first in the export volume of finger-clip blood oxygen monitors.”
The remarkable achievements are inseparable from Choice Electronic’s sales strategy. Choice Electronic has distributed its products through globally renowned chain pharmacies, medical device stores, and large supermarket chains, making it more convenient for consumers to purchase them. Meanwhile, the company has established stable partnerships with several major U.S. chain pharmacies and supermarkets, including Walgreens, Walmart, and CVS. Its nationwide sales network across the United States provides a robust platform for product sales and new market expansion.
In addition to sales strategies, the overseas environment is also more conducive to the sale of products such as pulse oximeters. Qian Xiaolun introduced, “Doctors in the United States, Europe, Japan, and other regions place great emphasis on blood oxygen metrics, and market education is well-established. Pulse oximeters and similar products have richer application scenarios abroad, such as in homes, hospitals, and extreme sports. In these places, pulse oximeters are as commonplace as blood pressure monitors are in China.”
Qian Xiaolun cited an example: “We have a loyal user who is an American pilot. He purchased four Choice pulse oximeters, keeping one readily available at home, in his car, and on the plane for convenient use in each scenario. We believe that as health awareness among the Chinese public continues to rise, pulse oximeters will become commonplace in households across China. Leveraging its strengths, Choice will continue to provide cost-effective products to domestic customers.”
During its rapid development, Choice Electronic has also placed significant emphasis on building its proprietary brand. Leveraging its own brand strength, the company has established subsidiaries in the United States, Canada, Germany, India, and Singapore. With the advancement of its global brand strategy, Choice Electronic has continuously enhanced its brand competitiveness in the international market. This is attributable to its consistent focus on the protection and cultivation of the “ChoiceMMed” brand.
Qian Xiaolun stated, “From the outset of our development, Choice Electronic cultivated the ‘ChoiceMMed’ brand in consumers’ minds through its pulse oximeter products, and later enhanced the brand’s visibility through trademark registration and the establishment of subsidiaries. We firmly believe that the brand awareness and reputation of ‘ChoiceMMed’ will become a key competitive advantage for the company in the future.”
When asked whether Choice Electronics had plans to promote its products to Chinese households, Qian Xiaolun stated unequivocally, “This is imperative. As a Chinese enterprise, serving Chinese users is undoubtedly our top priority.”
Choice Electronic’s products have been widely acclaimed in the international market, with sales far outpacing competitors. Qian Xiaolun stated, “This also demonstrates the quality and performance of our products; those that are popular are undoubtedly good products. In fact, Choice Electronic’s medical health electronic products have completed certification under the Medical Device Single Audit Program (MDSAP) for quality systems, which signifies recognition of product quality by Health Canada (HC), the U.S. FDA, Brazil’s ANVISA, Japan’s MHLW, and the PMDA.”
In 2016, Choice Electronic was acquired by Hongri Pharmaceutical. This transaction brought not only substantial capital to Choice Electronic, but also professional talent and refined management practices. Qian Xiaolun stated, “Following the acquisition, Choice Electronic enhanced its management capabilities with the support of Hongri Pharmaceutical, making its development more standardized and professional, with clearer objectives. Meanwhile, leveraging Hongri Pharmaceutical’s resources, Choice Electronic has gained access to a broader platform.”
At this stage, Beijing Choice Electronic Technology Co., Ltd. leverages its robust R&D capabilities to develop and continuously upgrade multi-parameter integrated testing devices tailored for China’s primary healthcare and elderly care markets, thereby steadily expanding its market presence. Meanwhile, the promotion of these integrated devices also drives sales of related products such as pulse oximeters. In addition, Beijing Choice Electronic Technology collaborates with internet healthcare platforms to promote its products. Furthermore, the company has established a presence in e-commerce channels, selling directly to end consumers.
Currently, Choice Electronic is focusing on the fields of wearable devices and internet healthcare. Qian Xiaolun stated, “Choice Electronic is further serving the market by extending its industrial chain and expanding production scale. In terms of sales, the company is strengthening cooperation with key clients, achieving breakthroughs in both domestic and international markets, thereby bringing miniaturized and intelligent products into clinics, private practices, and households.”
Finally, Choice Electronics is developing high-end pulse oximetry products and artificial intelligence technologies, while also exploring pilot programs for health and wellness projects along with the development of corresponding functionalities.