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China 2015: BRAND PROFILE | 24. Yunnan Baiyao

COMPANY Yunnan Baiyao Group Company, Ltd. 

BRAND VALUE US$ 2.7 Billion 

YEAR-ON-YEAR CHANGE -9% 

HEADQUARTERS Kunming 

INDUSTRY Health Care 

YEAR FORMED 1902

Yunnan Baiyao completed the acquisition of a major stake in Qing Yi Tang, a maker of women’s personal hygiene products.

The acquisition was part of Yunnan Baiyao’s “New Baiyao, Big Health” strategy to leverage the reputation of the traditional Chinese medicine brand as it broadens its range of health care products. To build brand presence, Yunnan Baiyao invested in a multimedia strategy that included advertising in TV and other traditional media as well as increasing social media activity.

The company was established in 1902, after a Chinese medicine practitioner discovered that baiyao, a powder derived from ginseng and other roots, helped treat wounds and staunch blood.

Net income increased 21 percent to $183 million on an 18 percent revenue rise to $1.4 billion, in the first half of 2014. For the full year 2013, net income jumped 51 percent to $378 million on an 18 percent revenue rise to $2.6 billion. Yunnan Baiyao was listed on the Shenzhen Stock Exchange in 1993.