Shanghai 'magic' drug caters to global needs

Only 10 percent of the city's time-honored brands make a profit, and those with the potential to succeed overseas are limited.

There is no recipe for success abroad but brands must be mindful of the markets in which they operate, according to Jiang Weihong, a researcher from the Shanghai Academy of Social Sciences.

Shanghai Zhonghua Pharmaceutical Co Ltd exports its essential balm to over 80 nations and regions. It is promoted as "Oriental magic medicine" and sold mostly under the Dragon and Tiger brand.