Multifunctional donkey-hide gelatin
Colla Corii Asini is a kind of blood tonic. The efficacy of Ejiao is introduced, focusing on nourishing yin and blood, nourishing blood and stopping bleeding. In addition, the efficacy of Ejiao extends to nourishing yin, moistening dryness, beauty beauty, and even improving cold hands and feet. In view of its multiple functions, Ejiao is highly sought after by people.
Ejiao has been known as the holy medicine for enriching blood since ancient times, and even listed as "top grade" in materia medica, and was named as "holy medicine". The promotion of Ejiao in the market is mostly aimed at female groups. For female customers, Ejiao focuses on beauty, delicate skin and nourishing skin, and its beauty beauty effect is very attractive to most women.
Among many Ejiao enterprises, Dong 'e Ejiao occupies the heaviest weight. The brand Dong 'e Ejiao has always claimed to be a thousand-year-old prescription, vigorously promoting the role of Ejiao and praising Dong 'e as an "altar". Good brand promotion. According to legend, Dong 'e Ejiao has been a royal tribute from Han and Tang Dynasties to Ming and Qing Dynasties. Dong 'e Ejiao occupies a huge market share and is the absolute overlord of Ejiao.
Scarce donkey skin and expensive donkey-hide gelatin
The production of Ejiao is complicated, and there are many materials to be prepared. First, use fresh donkey skin, clean the impurities with hot water, cook in the pressure cooker for five hours repeatedly, and take out the donkey-hide gelatin juice. After filtering, add yellow wine and continue to cook until it is thick, and finally you can get Ejiao. The production technology of Dong 'e Ejiao also includes more than 50 processes, such as whole skin, peeling and boiling. The whole operation took many years to find the trick, and the production technology of Dong 'e Ejiao was even included in the scientific and technological secret project of the State Administration of Medicine.
Ejiao can't be made without donkey skin, but the demand for donkey skin is always high because of its poor reproductive ability, long feeding cycle and extremely low slaughter rate. In order to make Ejiao, a lot of donkey skins are consumed, so the number of donkeys in China has plummeted. The large demand for donkey skins in Dong 'e Ejiao can be said to be an important reason for the shortage of donkey skin resources.
Since 2006, Dong 'e Ejiao has raised its price by 17 times. The price has changed from 80 yuan to 3,000 yuan a catty, which is a great increase. The increase in the price of Ejiao in Dong 'e also led to the rapid increase in the price of donkey skins, so smuggling donkey skins was once very common. Due to the repeated prohibition of donkey skin smuggling, some countries even adopted corresponding policies and measures in desperation.
Cowhide is an ancient recipe, and boiled donkey skin is questioned.
Ejiao has always been regarded as a "holy product for enriching blood", so some women strongly pursue Ejiao in order to maintain their youthful appearance. Ejiao is made from donkey skin, and its main component is collagen. However, according to ancient records, it is recorded in the newly revised Materia Medica of the Tang Dynasty that Ejiao was made of cowhide before the Tang Dynasty. Because of the tight supply of cowhide and the prohibition of slaughtering cattle, donkey skin began to gradually replace cowhide.
Therefore, cowhide is the raw material of authentic Ejiao in ancient prescriptions. In the Compendium of Materia Medica written by Li Shizhen, it is also written that cowhide is mostly used in ancient prescriptions, so in the long history of Ejiao, more than half of Ejiao is made of cowhide. On 20 18, the national health authorities also issued an article in which Weibo claimed that Ejiao was boiled donkey skin and was not worth buying for the New Year. The news released by the national health authorities also reminded consumers that people began to take the efficacy of Ejiao seriously and began to think about its real efficacy.
Compared with eggs, where does Dong 'e Ejiao go?
20 14 An attending physician of Peking Union Medical College Hospital published an article saying that Ejiao is boiled donkey skin and boiled pig skin, and cowhide is no different. 20 19 Tiantian Li, a famous entrepreneur in China, also said that Ejiao is useless, but the value of eggs is much higher than Ejiao.
The effectiveness of Ejiao has been questioned under the successive statements of national authorities and related professionals. After the "boiled donkey skin" incident, consumers' attitude towards Ejiao has changed, so the sales of Dong 'e Ejiao have also been affected. By 20 16, Dong 'e Ejiao's market share had fallen to 32%, and the company's share price had fallen. In 20 19, Dong 'e Ejiao's performance in the first half of the year even declined by more than 70%. Until then, Dong 'e Ejiao, which has kept its price soaring, began to sell at a discount. In the same year, Dong 'e Ejiao suffered its first loss since its listing.
However, in the face of outside doubts, Dong 'e Ejiao finally could not bear the pressure. Most of the reasons for this phenomenon are related to the rising price of Dong 'e Ejiao. Although Dong 'e Ejiao attaches great importance to brand promotion, it ignores that consumers are most concerned about quality and price. For two kinds of goods with little difference in quality, consumers will definitely prefer the one with relatively low price.
For the price increase of Dong 'e Ejiao, China Merchants Securities estimates that every 30% price increase in Dong 'e will lead to the loss of existing customers 10%. However, in order to improve the efficiency, the price of Dong 'e Ejiao has been rising continuously, which is also an important reason for Dong 'e Ejiao's loss.
Rational consumption, health and wellness
China people have always had a characteristic, that is, they are used to "following the trend". Many times, many unnecessary products are agreed by others, even if they don't feel good. For example, a large number of vendors cheated consumers in the name of "health care" and "health preservation" for health care products that caught fire a few years ago, and many consumers were deceived.
It is important to keep healthy, and it is reasonable for a lady who loves beauty to want beauty. However, it seems a bit blind to pin hopes on health care products. Always keep a correct understanding of all kinds of products, think rationally when buying, and don't be confused by too much publicity.
For people who want to rely on health care products to get health, it is the most effective health care method to seriously reflect on their health problems, pay attention to physical exercise, keep healthy and eat reasonably. Some consumers want to achieve the effect of enriching blood by tapping gum, but it is difficult to achieve the effect by eating Ejiao, so we should always keep our rational judgment and not be confused by too much marketing propaganda.