Mamiai,
a probiotic supplement for promoting digestive health manufactured by Beijing
Hanmi Pharmaceutical, has won over countless mothers across China and created a
stepping-stone to success in the Chinese market for the Hanmi Pharmaceutical
Group.
The
product is especially meaningful, as it was developed and promoted by Lim
Sung-ki, the late founder and chairman of Hanmi Pharmaceutical, and Song
Young-sook, the current chairwoman of Hanmi Pharmaceutical Group. The late
founder pursued market development in China by traveling to the country along
with his wife and current chairwoman for years even before the establishment of
diplomatic ties between Korea and China.
During
one of his visits, Mr. Lim saw children taking medicines intended for adults by
fractioning them because there were no medicines made specifically for kids.
Knowing that this practice was unsanitary and impeded administration of
accurate doses, thereby lowering efficacy, he became determined to develop
children’s medications for the Chinese market.
Song
Young-sook, with tremendous insight on Chinese culture and lifestyle, suggested
to her husband that they launch a premium pharmaceutical product for children,
based on the foresight that Chinese families, under the one-child policy, would
try to provide the best care to their only child.
She
proposed that Hanmi Pharmaceutical’s Medilac, which was gaining popularity as a
premium digestive health supplement for children in Korea, be launched in
China. It was renamed Mamiai, meaning “Mother’s Love,” and it was released in
China in October 1994 following a clinical trial at seven local hospitals.
At
the time of its release, Hanmi Pharmaceutical invited leading pediatric
specialists who performed the study to give presentations in major cities, including
Beijing, Shanghai, and Guangzhou. For two years after the launch, some 150
seminars were held with the participation of around 30,000 pediatricians.
Mamiai,
which has been recording about KRW 70 billion in sales each year, is now one of
the most popular probiotic supplement for children’s digestive health in China.
In 2014, Hanmi Pharmaceutical became the first Korean company in the industry
to obtain the “Famous Trademark” in China with Mamiai. The Famous Trademark is
an official certification mark granted by the Trademark Office under the State
Administration for Industry and Commerce to trademarks known for their product
quality and brand awareness.
A
representative from Hanmi Pharmaceutical Group said, “Mamiai is a hit product
in the children’s digestive health supplement category in China that was
jointly created by the previous chairperson Lim Sung-ki and the current
chairperson Song Young-sook who took a special interest in mother-child health.
Beijing Hanmi Pharmaceutical is securing future growth engines not only for the
pediatric medicine market but also the adult medicine market, and it is
endeavoring to develop innovative new drugs through in-house research and
development (R&D).”
Source:
Munhwa Journal 21