Shandong Dong'e Ejiao Co., the largest Chinese ejiao (donkey-hide gelatin, a traditional Chinese health improvement product) maker by market share, debuted its new product of "zhenyan small-molecule ejiao" on Nov 28th, in order to grab a big slice of the promising industry.

Shandong Dong'e Ejiao Co, the largest Chinese ejiao maker by market share, debuts its new product of "zhenyan small-molecule ejiao" on Nov 28. [Photo by Wang Qian/chinadaily.com.cn]

Qin Yufeng, chairman of Dong'e Ejiao, said the company always insists on upgrading its traditional making process with advanced science and technology, and has since developed the small-molecule ejiao, which can be absorbed quickly to improve women's health. The new product has obtained patent protection in China, Europe, US, Japan and South Korea, the company said.

Women can improve their blood circulation more easily with the small-molecule ejiao, compared with traditional ejiao cubes, Li Yanping, a nutritionist, announced at the launch ceremony.

Ren Feilin, champion of the South China division in the 2014 International Miss Tourism competition, who is an advocate for Dong'e Ejiao, believes that the new product is bound to be well-received by those women who pay more attention to health maintenance and beauty improvement.

Qin Yufeng, chairman of Dong'e Ejiao, making a speech at the launch ceremony of its new product of "zhenyan small-molecule ejiao" on Nov 28. [Photo by Wang Qian/chinadaily.com.cn]

Tian Shousheng, vice director of the Dong'e Ejiao research institute, said the small-molecule ejiao combines the traditional making process with advanced science technology, and is expected to become an oral health care product for daily life of modern women.

Ejiao (donkey-hide gelatin) is a traditional Chinese medicine dating back more than 2,000 years. It is made by boiling a donkey hide and refining the gelatin. Traditionally, it is obtained from a series of processes of washing, soaking, rinsing and stewing the hide. Ejiao production techniques have been listed as a national-class intangible cultural heritage.

Founded in 1952, Dong'e Ejiao Co., headquartered in Liaocheng city, Shandong province, is the largest company in China to produce ejiao. The company is listed on the Shenzhen Stock Exchange. Traditional Chinese medicines, health tonics and biological drugs are the main products of the Dong'e Company.

Wang Qian contributed to the story