Persistence and change

Ding noted that not all its essential balms are exported under the Dragon and Tiger brand due to considerations of culture.

"In some foreign cultures, the dragon is sometimes regarded as violent. So we registered the Temple of Heaven brand for some of our exports," he added.

Considering the varied consumers' preferences in overseas markets, a white version and a brown version of the balm were developed after conducting market research in the 1970s.

During the 1980s, the company, located in a lane with some 300-plus employees, generated more than $10 million of revenue through exports.

Among all export destinations, the ointment is most popular in Africa, with up to 60 percent of exports going to that continent.

"The product is so recognized by local people and sells so well that there is no need for advertising as long as we stick to the classic packaging," said Ding.

Neither the green paper container nor even the red thread that ties the packages together have changed over the years, said Ding.

Innovations

Fengyoujing, a newer product related to Qingliangyou, is a green-colored essential oil developed between the 1970s and 1980s. The magic liquid has a similar function but has a more pleasant scent than the balm.

Entering the 2000s, the fierce competition from foreign brands as well as changing consumer tastes among younger customers made traditional products such as the classic essential balm less popular.

"That's why we started shifting our focus from cooling products for external application to more medical body care products."