For many Taiwanese people, the blue-green tin of “Zhang Guozhou Strong Stomach Powder” and the familiar scent of licorice herbal medicine are not just a remedy for bloating and indigestion, but also a shared family memory passed down through generations.
As a household remedy deeply rooted in Taiwan for over a century, “Zhang Guozhou Strong Stomach Powder” carries with it a profound historical trust. Participating in the “Taiwan Biotechnology and Traditional Chinese Medicine Industry Promotion Mission to the West Coast of the United States” organized by the Taiwan External Trade Development Council (TAITRA), a business exchange meeting was held in Los Angeles on July 23, aiming to penetrate the American market across the Pacific Ocean.
Faced with diverse choices for stomach health in modern times, the greatest core advantage of Zhang Guozhou Strong Stomach Powder lies in its adherence to traditional Chinese herbal medicine formulas, validated by years of market experience and maintaining a high level of brand trust. Zhang Yuanyuan, director of Zhang Guozhou Pharmaceutical Company, stated that in order to cater to the lifestyle of modern consumers, the company has recently introduced convenient portable packaging.
“In the past, stomach medicine was mostly kept at home for emergency use. Now, with the portable packaging, it can easily be carried in a bag for immediate use when needed. It can also be shared with friends and family experiencing gastrointestinal discomfort,” Zhang Yuanyuan said.
Regarding the regulations and marketing strategies for entering the US market, Zhang Yuanyuan explained that the company’s products fall under over-the-counter category in the United States and have successfully passed the relevant approval procedures. In fact, the company had expanded its overseas market through newspaper advertisements and physical stores 20 years ago; now shifting its focus to “dual-track approach of online and offline channels,” hoping to find ideal local partners in the US to lead the century-old brand towards digital transformation.
Zhang Yuanyuan analyzed that consumers in Asian markets such as Taiwan, China, Japan, and South Korea have a high acceptance of traditional Chinese herbal stomach medicines. While the vast mainstream markets in Europe and America require more communication efforts, they have observed a rising interest among American consumers in traditional herbal remedies. In the future, they hope to promote traditional Chinese medicine concepts through education and cross-sector collaborations to familiarize more local people with herbal remedies.
As for adjusting the formulation for the US market, Zhang Yuanyuan revealed that they had previously evaluated and produced capsule samples. However, considering market feedback and overall sales pace, they are currently focusing on leveraging the classic and highly recognizable product advantages of “Traditional Strong Stomach Powder.”
Zhang Guozhou Strong Stomach Powder is also a microcosm of Taiwan’s traditional pharmaceutical industry going global. Zhang Yuanyuan emphasized that they will uphold the craftsmanship spirit of the century-old brand, retaining the traditional formula characteristics while embracing modern marketing and diverse channel layout to introduce Taiwan’s quality products into households around the world. ◇