Animal kidney: Eating animal kidney has the function of tonifying kidney and replenishing essence, which is the concrete embodiment of the theory of "nourishing viscera with viscera" in traditional Chinese medicine. Because it is rich in protein, fat, vitamins and some rare trace elements, it has both nourishing and body-building functions.
Sea cucumber: it can tonify kidney and essence, nourish yin and strengthen yang. Rich in trace elements such as iodine and zinc. Can participate in regulating metabolism and reducing blood lipid. Protein and other polysaccharide components contained in it have the functions of lowering blood lipid and anticoagulation, promoting hematopoiesis, delaying aging, nourishing skin and repairing tissues.
Shrimp: skillful craftsman, tonifying kidney and strengthening yang, promoting lactation and detoxifying. It is rich in protein, lipids, minerals, vitamins, especially calcium and phosphorus, and is a good bone strengthening product. Shrimp meat extract also contains immune enhancing substances.
Euryale ferox: It has the functions of tonifying kidney, solidifying essence, invigorating spleen and removing dampness. Contains starch, vitamins and minerals. You can cook porridge with medlar.
In addition, animal meat, eggs, bone marrow, black sesame, cherry, mulberry, yam and so on. It also has different degrees of kidney-tonifying effect.
Bushen has a long history in China. In recent years, with the efforts of various kidney-tonifying health care products, there is a general trend of kidney-tonifying all over the country. In the process of the gradual growth of the market, there are also some symptoms of "kidney deficiency".
First, the kidney-tonifying food market rises from "sex"
Shenyang Longfei's feast baby liquid can be regarded as the pioneer of China Bushen food market (now it can be called a martyr). In the early1990s, Longfei skillfully attributed the distress of some embarrassing men to "kidney deficiency". With the help of the folklore of "tonifying kidney and strengthening yang" and the overwhelming advertisements, he finally became a big shot in the health care industry in China at that time.
After the success of the baby liquid feast, many people flocked to make a fuss about "tonifying kidney" and "strengthening yang". Various manufacturers have deliberately misinterpreted the theory of traditional Chinese medicine out of context and come up with various concepts about "kidney deficiency" and "kidney deficiency", which finally point to the most primitive desire of human beings-sex. It can be said that the rapid growth of the kidney-tonifying market in China is largely due to the sexual health needs of ordinary people after they have enough food and clothing. The most successful of these should be Huiren Shenbao mixture, which quickly hit the world of mortals in pursuit of harmony between husband and wife by virtue of the TV advertisement "He is good, I am good".
Is the kidney representative?
Second, tonifying kidney and strengthening yang.
According to the theory of traditional Chinese medicine, kidney is "the foundation of nature" and "the source of life". Its physiological functions are storing essence, controlling water, controlling qi, controlling bone and generating marrow, which are closely related to human bones, blood, skin, teeth and ears. Kidney deficiency can be divided into kidney yin deficiency and kidney yang deficiency.
1, kidney yin deficiency
Kidney yin, also known as true yin, Yuan Yin and kidney water, refers to the yin essence of the kidney. Kidney yin has the function of nourishing viscera and is the basis of human body's yin fluid. Jingyue Quanshu said: "The Yin Qi of the five internal organs cannot be separated from its nourishment." The symptoms of kidney yin deficiency are: five upset, hot mouth, dry mouth, poor sleep, red tongue, less coating on the tongue and rapid pulse.
Liuwei Dihuang Pill is the main product aimed at the symptoms of kidney yin deficiency at present, which was developed by Qian Yi, a famous pediatrician in Song Dynasty, according to Bawei Shenqi Pill, a famous prescription of Zhang Zhongjing. At present, the domestic Liuwei Dihuang Pills have reached the market scale of annual sales of 1 100 million yuan, and the main brands are Zhongjing, Huiren, Tongrentang, Jiuzhitang and Lanzhou Foci.
2. Kidney-yang deficiency
Kidney yang is also called "true yang" and "yuan yang", and "fire of life gate" refers to kidney yang. Kidney yang has the function of warming and nourishing viscera, which is the basis of human yang. Kidney-yang and kidney-yin depend on each other and jointly maintain the physiological functions and life activities of human body. The symptoms of kidney-yang deficiency are: cold limbs, chills, pallor, impotence, premature ejaculation, listlessness, pale tongue, thin tongue coating and slow pulse.
After reading this, we can find that sexual health problems such as impotence and premature ejaculation have a certain relationship with kidney-yang deficiency. The so-called "aphrodisiac" of various kidney-tonifying products is aimed at kidney-yang deficiency of TCM theory. In fact, the theory of "tonifying kidney and strengthening yang" in traditional Chinese medicine is the theory of Chinese medicine against diseases. Both men and women can tonify the kidney and strengthen the yang, not the narrow and literal male penis.
Third, pulse condition and kidney health food market.
It is estimated that the market capacity of kidney-tonifying food is above10 billion. Although it has grown rapidly in recent years, it has not reached half of the market capacity. So many manufacturers are optimistic about this market. Bushen food market is also a long-term market, because the demand of ordinary people is really there. Therefore, it is wrong to enter this market with the mentality of grabbing and leaving. Although you can earn short-term profits, you will give up a bright future.
The rise of the kidney-tonifying food market comes from the people's demand for "sexual happiness". In the process of market development, most products have made use of people's misunderstanding of "tonifying kidney and strengthening yang" and achieved partial success. In recent years, the concept of "tonifying kidney and strengthening yang" is almost rotten. The main reason is that the people have failed to achieve the expected results after trying, and the supervision of advertisements by relevant departments has become more and more strict.
We can find that most products, especially health care products, which play the concept of "aphrodisiac" in the regional market now are directly appealing to the results, rather than "tonifying the kidney" in a circle. Huiren brand Shenbao mixture market played a role of "edge ball" for sexual health in the growth period, and later it was changed to "warming kidney and strengthening yang" because of advertising restrictions, which just realized the sustainable management of Huiren Shenbao and still holds the top spot in the kidney-tonifying market. Looking at the main "aphrodisiac" products, none of the successful products, such as feast baby liquid and royal cistanche deserticola, have been spared.
There are still many problems in the market of kidney-tonifying food. Consumers don't know much about kidney-yin and kidney-yang, and they can't clearly judge their own causes only by the instructions on the product packaging box. Even some products deliberately obscure the symptoms of "kidney deficiency" during publicity. For example, Liuwei Dihuang Pill was originally designed by pediatrician Qian Yi for children with kidney yin deficiency, but now many middle-aged and elderly consumers with kidney yang deficiency are taking it, and the result can only be more "yin and yang deficiency". For example, Jingui Shenqi Pill and Guifu Dihuang Pill, which are used to treat kidney-yang deficiency, are also famous prescriptions from Zhang Zhongjing. If the marketing strategy is proper, they should have a better development. In addition, women's kidney-tonifying food market can not be ignored. Platinum Planning suggested that the industries should unite to carry out the education work of correctly tonifying kidney. Only when consumers are rational can the market become rational.
Fourth, how to tonify the kidney in the kidney food market
Neijing says, "Yin and Pingyang are the secret, and God is the rule". Traditional Chinese medicine believes that the treatment of kidney deficiency depends on tonifying (tonifying kidney deficiency) and purging (purging kidney turbidity) to achieve the balance of yin and yang. Platinum Planning believes that the healthy development of the kidney-tonifying market also needs the above two steps.
1, supplement: supplement marketing shortcomings.
At present, most of the regular kidney-tonifying products are over-the-counter drugs (the approval of health care products has no such effect, and the operation in the direction of tonifying kidney and strengthening yang is illegal). At the same time, the symptoms of kidney deficiency are not obvious, and the therapeutic effect of kidney-tonifying products is not so obvious. Therefore, Platinum planners believe that the marketing of kidney-tonifying products needs to combine some excellent marketing methods of drugs and health care products. At present, except for a few big brands, most products are laissez-faire, and there are shortcomings in marketing.
Because the symptoms of kidney yin deficiency and kidney yang deficiency are similar, but the mechanism is just the opposite, if the product selection is wrong, it will fall into the wrong direction. Therefore, the sales channel of kidney-tonifying products should be mainly pharmacies, and it is best to have doctors to guide consumers to buy. Simple terminal promotion is likely to "do bad things with good intentions" for customers.
Kidney-tonifying products should be a daily health care product for consumers, and the pricing should be within the range that consumers can bear after taking them for a long time. For example, the daily average price of Liuwei Dihuang Pills is generally 1-2 yuan, which is suitable for ordinary people; The daily average price of Taiji Bushen Yishou Capsule is 4-6 yuan, targeting high-end elderly groups.
In addition, there are a large number of kidney-tonifying drugs approved by the state, but most of them are labeled with similar names such as "Bushen Pill" and "Zhuangshen Capsule", which cannot be distinguished from competitive products and it is difficult to make them bigger. Therefore, the brand and product name should be obviously different from similar products. Zhang Daning Rejuvenation Ruyi Capsule is better at this point.
2. Diarrhea: Avoid illegal propaganda
Among the illegal advertisements of medical and health products investigated and dealt with by the central and local authorities, the two most common categories are kidney-tonifying products and tumor products. The illegal propaganda of kidney-tonifying products is mainly excessive commitment and false propaganda in "sex"
From June 5, 2004 to February, 2004, there were 68 kinds of illegal drug advertisements that were investigated and dealt with more than five times according to law. Among them, Shen Rong Sanshen Capsule of Beijing Tongrentang Hongri Pharmaceutical Co., Ltd. ranked first and second appeared 37 times, and Sheng Qiang Chongli Bushen Shen Qiang Capsule of Jilin Shenhui Pharmaceutical Co., Ltd. appeared 36 times.
In 2003, the popular Zhang Daning Rejuvenation Ruyi Capsule also benefited from the demand of "tonifying kidney and strengthening yang" to improve sexual ability. The advertisement claims that "on the day of taking it, you can feel refreshed, the male physiological response is strengthened, and the blood is full in 2-3 days. ....., the sexual quotient has been comprehensively improved, and the physiological function is young 10 years old. " I told you, it won't last long. If you change to a gentle "make-up" route, you can make good use of the previous brand effect (popularity). There is no need to cling to some new "supplementary" products; Don't worry about the inspection of prohibited ingredients by the management department; Not to mention being notified every few days.
In addition, Jiujun brand Suoyang Gu Jing Pill, Luwei Bushen Pill, Bushen Pill, Gushen germinal pill, Longtai Yiqi Bushen Capsule and other kidney-tonifying products have also been investigated for illegal advertisements.
The healthy development of the kidney-tonifying food market also depends on the law-abiding and honest operation of enterprises. Don't betray your conscience and deceive the ignorance of ordinary people for short-term benefits.
Young people's clever plan to protect kidneys
During kidney deficiency, most patients have symptoms such as listlessness, backache, fatigue, poor sleep (including insomnia, dreaminess and lethargy) and sexual dysfunction.
Health self-test-kidney deficiency self-test male sexual fatigue self-test Do you know your health status?
When kidney yin deficiency occurs, symptoms such as nocturnal emission, polyuria or urine such as ointment, dizziness and tinnitus appear. In severe cases, there are deafness, dry mouth, night sweats, low-grade fever, red cheekbones, hot hands and feet, etc.
Kidney yang deficiency is accompanied by backache, decreased libido, nocturnal emission, premature ejaculation and impotence.
Factors leading to kidney deficiency
There are many factors that cause kidney deficiency, but the common reason is frequent sexual intercourse and excessive excretion. The frequency of sexual intercourse varies from person to person. Generally speaking, it is enough to feel comfortable when you are tired the next day after sex. From the age point of view, 2-3 times a week for young couples and 1-2 times for middle-aged couples are appropriate.
Bushen food
There are many foods that can tonify the kidney, among which Yangbeigu decoction is the simplest, feasible and economical.
Wash and cook the back bone of sheep for two hours, and add onion and ginger to make soup.
For those who are weak due to kidney deficiency, fatigue, backache, you can chop up the sheep spine, add 30g of cistanche deserticola and1-3g of silk (wrapped with cloth) and water, then take juice and rice and cook it into porridge for 2-3 hours, and add seasonings to eat.
Sheep kidney also has more therapeutic effects on lumbago, soreness of feet and knees, nocturnal emission and impotence caused by kidney deficiency.
Winter cold is the time to tonify the kidney.
Around winter, people take supplements one after another to accumulate nutrition and keep fit. Through practice, health experts of past dynasties have proved that the winter with biting cold and heavy snow is the best season to maintain kidney qi.
Traditional Chinese medicine believes that the kidney has the functions of storing essence, controlling growth, development and reproduction, and controlling water and liquid metabolism, which is called "congenital foundation". Deficiency of kidney essence is one of the important factors leading to dysfunction of viscera and diseases. Therefore, many health care experts regard tonifying kidney as the key to anti-aging and anti-aging.
Take measures. Nourishing the kidney can start from the following aspects:
Nourish essence and protect kidney. The aging and longevity of human body largely depend on the strength of kidney qi. Huangdi Neijing pointed out: "Essence is the foundation of life" and "Shou Shi Bao Yuan" said: "Essence is the master of kidney, so we should properly control our sexual life in winter, and we should not expose our sexuality and hurt kidney essence." The above health experts remind that essence is the basic substance that constitutes the human body, and whether essence is vigorous or not is also the key to determining people's longevity. Too much loss of essence will hinder the "destiny". Winter belongs to water, and its gas is cold, mainly in Tibet. Therefore, in winter, it is advisable to nourish the essence first and have a moderate sexual life in order to live longer.
Take medicine porridge to warm kidney and replenish marrow. The essence in the kidney depends on the subtle support of Shuigu, making it constantly full and mature. In winter, the temperature is low and the kidney is warm. People with kidney deficiency are nursed back to health through diet, and the effect is better There are many kinds of foods for tonifying kidney. Generally, walnuts, medlar, dog meat, mutton, black sesame seeds and longan can all be used as isothermal foods in winter. Kidney deficiency can be divided into yin deficiency and yang deficiency. Only taking medicine according to symptoms can achieve remarkable results. Kidney yang deficiency can be matched with mutton porridge, deer kidney porridge and leek porridge. People with kidney yin deficiency should choose ginseng porridge, rehmannia porridge, wolfberry porridge and other products that nourish kidney essence.
Proper exercise can strengthen the body. Functional activities of limbs. The movement of tissues including joints and tendons is dominated by liver and kidney, so there is a saying that liver and kidney are homologous. People who are good at keeping in good health pay more attention to physical exercise in winter, so as to achieve the effects of nourishing tendons and bones, relaxing tendons and activating collaterals, dredging blood vessels and enhancing their own resistance. Exercise in moderation. Walking, jogging, fitness and playing Tai Ji Chuan are all good ways to exercise. As long as you persevere, you will certainly achieve the goal of strengthening the kidney and strengthening the body.
Tremella, rock sugar, nourishing yin-kidney-nourishing food
[Ingredients] Tremella 10g, egg 1 piece, 60g rock sugar, and proper amount of lard.
【 Practice 】 Remove the pedicels of water-soaked tremella, pick out impurities, rinse, add appropriate amount of water, boil with fast fire, then cook with slow fire until tremella is crisp and rotten, add rock sugar and stir until it dissolves. Mix egg white with a little water, put it in a pot, boil it with slow fire, add a little cooked lard and take it out of the pot.
[Usage] Take it in the morning or before going to bed.
【 Function 】 Runfei Yiqi, Ziyin Bushen. It is suitable for AIDS patients with cough due to lung deficiency, hot flashes in the afternoon, night sweats and irritability, palpitation and insomnia and chronic loose stool.
[Comment] Polysaccharides contained in tremella can improve the immune function of AIDS patients. Egg white, rock sugar and lard are mixed together to adjust the taste. This medicated diet looks pure and clean, has attractive color and fragrance, tastes sweet and soft, and melts in the mouth. It is a traditional health-care medicated diet.
Reinforce the kidney and strengthen the body, eat pork loin or medlar.
In the past, the practice of tonifying kidney was often achieved by eating pig kidney, but now it is even more worrying because of the high cholesterol in viscera and seafood. Traditional Chinese medicine says that foods rich in vitamin E and free of cholesterol are good kidney tonics, including stone fruits and black sesame seeds. Walnut is one of the recommended drupes.
Other kidney-tonifying foods suitable for the elderly include yam, lily, medlar, black beans and lotus seeds. None of them have a strong medicinal flavor and are suitable for cooking. Yam can be used to make soup or cook rice, which has anti-aging and hypoglycemic effects. People who are often troubled by phlegm can often eat lily to cook or stew rock sugar to maintain. Lycium barbarum also has the function of tonifying kidney and strengthening yang, but it is not suitable for people with hypertension or diabetes. Black beans should be boiled or stewed. Although it is good to soak in medicinal liquor, the elderly should avoid drinking. In addition, there are tremella, pollen, longan, royal jelly, malt, garlic, onions, mushrooms and so on. It also has the effect of tonifying kidney.
Red shrimp is not fresh —— Talking about Bushen food
Shrimp is a kidney-tonifying food, which is rich in protein and its decomposition products and has a special taste. No matter which cooking method you use, you can make mouth-watering delicious food. Prawn also has a great advantage, that is, it has no thorns and no fishy smell, so it is loved by people.
What shrimp is the freshest? Some people think that red shrimp is the best. In fact, most fresh prawns are blue or blue-white after being combined with protein. However, this combination is unstable. With the extension of storage time or improper storage in marketing, protein in shrimp will be gradually hydrolyzed into simple compounds under the action of enzymes and microorganisms. Because of the change of protein, astaxanthin is unstable, so it gradually decomposes to make shrimp turn red. This shows that the quality of shrimp has obviously decreased and it is not fresh. When the cooked prawns are cooked at high temperature, the protein in the prawns will solidify when heated, and astaxanthin will decompose quickly, and the color will turn red soon. It is normal to turn red at this time, which is different from raw prawns.
Recommend several foods for tonifying kidney.
Yam: It is a kind of "top grade" medicinal material in Chinese medicine, which has the functions of tonifying lung and spleen, tonifying kidney and replenishing essence. People with kidney deficiency should eat it often.
Scallop: Also known as Jiang. Sweet and salty in nature, it can tonify kidney and nourish yin, and people with kidney yin deficiency should eat it regularly.
Perch: Also known as sea bass and perch. Being flat and sweet can not only replenish the spleen and stomach, but also replenish the liver and kidney and benefit the bones and muscles.
Chestnuts: warm and sweet. It not only has the function of strengthening the spleen and stomach, but also has the function of tonifying kidney and strengthening waist. Most suitable for people with kidney deficiency and low back pain.
Lycium barbarum L.: It is flat and sweet, and has the functions of tonifying kidney and liver, benefiting eyesight, strengthening bones and muscles, removing low back pain, and prolonging life after long-term use. Especially middle-aged women with kidney deficiency.
Polygonum multiflorum Thunb.: It has the functions of nourishing liver and kidney and benefiting essence and blood. Physicians in past dynasties used it for people with kidney deficiency. Anyone with kidney deficiency, premature gray hair, weak waist and knees, sore bones and muscles, or nocturnal emission of men and women, is suitable for eating.
Avoid or eat less: water chestnut, persimmon, raw radish, raw cucumber, raw sweet potato, watermelon, wax gourd, onion, pepper, mustard, clove, fennel, pepper, mint, water shield, chrysanthemum, salt, sauce, white wine and cigarettes.