Enterprises actively promoting skills in overseas markets

In addition to government support, traditional Chinese medicine enterprises are taking an active role in promoting TCM culture and knowledge within the international market.

The move will help the West get a real understanding of the therapy from the East, which in return will facilitate the global penetration of TCM products and services, said Wang Guoqiang, director of the State Administration of Traditional Chinese Medicine.

A number of leading Chinese TCM enterprises, such as Tianjin-based Tasly Group Co Ltd and Beijing Tongrentang Group Co Ltd, have set up directly operated sales networks and training centers overseas or built joint research and development facilities with foreign partners.

"TCM diagnosis theories and its treatments, including medicines and acupuncture and massage physiotherapies, are not understood by many foreigners," said Dai Biao, general manager of Tasly International Marketing Holdings Co Ltd. "It's our responsibility to help them understand what TCM really is and accept it - a green and natural therapy with fewer side effects compared with chemical drugs."

The company has expanded its trade and direct sales into developed markets in Europe and North America. Its overseas sales exceeded $68 million last year from $280,000 in 2002.

Using its network, it is cooperating with local universities, research institutions and governments to not only popularize TCM knowledge but also carry out research and development projects on the application of TCM science.

Tasly has established a public TCM exhibition facility in South Africa to help local people learn about the history of TCM, its philosophy and applications. Another one in Maryland in the United States has been built and is expected to open to the public soon.

Thanks to government support, the company joined hands with 12 TCM enterprises and four universities in China, including Yangtze River Pharmaceutical Group and Peking University, to initiate a TCM internationalization promotion alliance last year.

Unlike Tasly, Tongrentang directly uses its pharmacies to promote TCM culture overseas. It now runs 64 pharmacies in 16 nations and regions.

Some even double as museums, displaying TCM processing tools and explaining the culture of TCM and Tongrentang, which has a history of 343 years.

The company has also cooperated with Confucius Institutes to conduct lectures on traditional Chinese healthcare and offer free TCM consultation. Confucius Institutes are nonprofit academies designed to globally promote Chinese language and culture.

The government issued a plan in March to open more Confucius Institutes to teach TCM overseas and promote the Eastern medical science.