Panlong Yunhai, a traditional Chinese pharmaceutical company based in Yunnan, China, has entered into a strategic collaboration with Tudou in their first mega move to online media marketing. The cooperation will register at the 10 million yuan level, an unprecedented amount for a company associated with traditional medicine to invest in an Internet giant. Panlong Yunhai states that their motivation for the partnership comes from confidence in the brand recognition as Tudou as a renowned entertainment marketing platform.
Panlong Yunhai’s shift to online media marks a renewal in their cultural mission as well as a focus on a young and active customer base. With the view that modern life is stressful and a risk on health, the Vice President of Panlong Yunhai, Yu Bin, stated, ”Panlong Yunhai extends a message to revitalize the responsibility to human health through extensive and profound Chinese culture and medicine.” The theme of the company’s restructuring plan in conjunction with Tudou is, ”Enjoy the easy life, the net to win an unlimited future”. The main focus is on detoxification and healthy living with the aid of Panlong Yunhai’s most popular product, the Paiduyangyan (literally ”de-tox and beautify capsule”) which has reached over 7.0 billion in cumulative sales.
The partnership press conference resulted in the launch of the ”Detox Beauty Championship” event. The competition will consist of a call for independently made ”detox recipe” videos that align with Panlong Yunhai’s aim. Filmmakers will upload their videos to Tudou.com where users will vote for their favorite selection announced in late May. In a second phase of marketing collaboration, Panlong Yunhai has announced that they will sponsor Tudou’s new original drama ”That Love Comes 2” releasing fall 2011.
Panlong Yunhai “Detox Beauty Championship” campaign site:
Two sample viral videos, themes from famous Chinese chivalry novel
http://www.tudou.com/programs/view/J63eDswKAfM
http://www.tudou.com/programs/view/oGtyI_FdE5w/
Embed Code Video 1:
<embed src=”http://www.tudou.com/v/J63eDswKAfM/v.swf” type=”application/x-shockwave-flash” allowscriptaccess=”always” allowfullscreen=”true” wmode=”opaque” width=”480″ height=”400″></embed>
Embed Code Video 2:
<embed src=”http://www.tudou.com/v/oGtyI_FdE5w/v.swf” type=”application/x-shockwave-flash” allowscriptaccess=”always” allowfullscreen=”true” wmode=”opaque” width=”480″ height=”400″></embed>