Rongguan E-Commerce Launches Innovative Integrated Marketing Model in Pharmaceutical Sector

2016 was a pivotal year for the pharmaceutical industry, standing at the forefront of significant change, and also marked a milestone leap in the development of pharmaceutical internet services. On one hand, national policies such as the “Two-Invoice System,” the replacement of business tax with value-added tax (VAT), the implementation of “Order No. 94” (the Announcement on Rectifying Illegal Business Practices in the Pharmaceutical Distribution Sector), and the most stringent unannounced inspections continuously tightened regulations on the healthcare system and pharmaceutical distribution sector. On the other hand, the brand promotion environment became increasingly fragmented, with the rise of fan economies and influencer economies exerting a revolutionary impact on industrial enterprises, commercial companies, and retail pharmacies across the entire pharmaceutical industry chain. Thus, 2016 was hailed as a year of both opportunities and challenges for the pharmaceutical industry.

Building a New Model for Integrated New Media Marketing

Against this backdrop, major pharmaceutical manufacturers are continuously seeking innovation in brand marketing models and increasing their investment in and development of retail terminals. The “Xiuzheng · National Dance Soars” Greater China Square Dance Talent Show was launched in response to this trend. The event directly reached 200 million square dance participants, generating significant public engagement. By integrating the advantageous resources of the B2B e-commerce platform “My Pharmaceutical Network” and the O2O platform “Kangkang Medicine Purchase,” it established a new model of integrated new-media marketing that combines online and offline channels. This approach supports upstream industrial pharmaceutical enterprises in brand promotion and precise consumer targeting, while downstream, it strengthens terminal pharmacy services, drives foot traffic, addresses pain points, and helps traditional pharmaceutical companies accelerate their “Internet Plus” transformation.

Recently, Rongguan E-commerce, the organizer of “Xiuzheng · National Dance Soaring,” officially announced that Xiuzheng Pharmaceutical has invested ten million yuan to title the event and provide full support throughout its duration. Meanwhile, “Xiuzheng · National Dance Soaring” has received support from the China Pharmaceutical Commercial Association. The well-known square dance community, Jiuai Square Dance, has become a strategic partner for the event, which is jointly hosted by Xinhuanet, Youku Tudou, and the square dance media platform Qiaqia Square Dance. Prominent pharmaceutical brands such as Ma Yinglong, Panlong Yunhai, and Haoshili have joined the initiative. Kangbaixin Pharmacy and Haodekuai Pharmacy have served as cooperating pharmacies for the Beijing pilot division, hosting the Beijing competitions. Additionally, 26 well-known terminal pharmacy chains, including Guodada Pharmacy, Heping Pharmacy, Dashenlin Pharmacy, Tasly Pharmacy, and Shenwei Pharmacy, will participate as city partners.

It is reported that the “Xiuzheng · National Dance Soaring” initiative, driven by the original aspiration to make national dance a mainstream trend, has groundbreakingly established the most authoritative and influential annual ranking for square dancing—the National Dance Wind and Cloud Chart. The event will feature a mentor judging panel composed of three heavyweight figures in the square dancing community. Spanning four months across 12 provinces and municipalities, it will cover 480 residential communities, with participation from over 4,800 urban square dancing teams. The campaign will engage more than 5,000 terminal pharmacies throughout its duration. Led by 4,800 square dancing team leaders, over 50,000 square dancing enthusiasts will participate in the competition, directly impacting a population of more than 3.6 million people and precisely reaching the broader health-conscious audience, including over 200 million impressions among square dancing enthusiasts.

Empowering Traditional Enterprises to Embrace the Internet

Currently, Rongguan E-commerce’s B2B platform, “My Medicine Network,” has onboarded more than 500 commercial companies, covering approximately 300,000 end-user purchasers. Its O2O platform, “Kangkang Pharmacy,” has partnered with over 30,000 pharmacies, and its mobile app has surpassed one million downloads.

On one hand, the “Correction·National Dance Soaring” nationwide campaign integrates trendy and highly topical social phenomena—such as square dance influencers, celebrities, and talent shows—into its activities. By leveraging extensive media exposure through Xinhua Net, Youku Tudou, provincial and municipal television and radio stations, urban media outlets, and prominent online platforms across China, the campaign generates significant visibility. This approach supports consumer education for pharmaceutical brands and maximizes brand communication effectiveness.

On the other hand, the “Xiuzheng · National Dance Soars” campaign directly recruited 4,800 teams and 50,000 square dance participants by partnering with renowned square dance communities, namely “Jiu Ai Guangchang Wu” (Love Square Dance), and square dance media outlets such as “Qia Qia Guangchang Wu” (Cha-Cha Square Dance). Meanwhile, the campaign established collaborations with 26 major national pharmacy chains, including Guoda Pharmacy, Heping Pharmacy, and Dashenlin Pharmacy, directing participants to over 5,000 retail stores. This initiative helped drive foot traffic and boost sales conversions for these pharmacies, creating a “warm” new marketing model that maximized brand marketing effectiveness.

Yao Xiaofei, Founder and Chairman of Rongguan E-commerce, stated that the “Xiuzheng · National Dance Soaring” campaign employs an integrated online-to-offline new media marketing strategy to precisely target high-frequency consumers in the general health industry—namely, square dance enthusiasts—leveraging fragmented content to encourage organic sharing among audiences. The initiative integrates resources across the upstream, midstream, and downstream segments of the pharmaceutical industry, helping traditional pharmaceutical companies proactively embrace the internet and collaborate using digital resources to create new marketing models.