Ask AI · How does Jin Ge expand from a single product into a diversified health matrix?

Produced by | Bullet Finance

Author | Bai Yang

Editor | Fang Fang

Graphic Design | Qian Qian

Review | Song Wen

In the business world, any product that once swept the market will reach its turning point at some stage. For Baiyunshan Jin Ge—a star product that once sold over 100 million tablets annually—that turning point is now arriving.

Baiyunshan’s 2025 annual report shows that this core product faced market pressure from multiple quarters over the past year. But beyond the surface of the data, Jin Ge’s transformation story may be even more worth attention: it is upgrading from a single ED treatment drug into a diversified male health product matrix covering “basic treatment—delay—long-acting,” demonstrating strong growth momentum in e-commerce channels, and driving male health discussions toward scientific and systematic social dialogue through public welfare initiatives such as the industry’s first “Youth Sexual Happiness White Paper.”

This is not only Jin Ge’s self-innovation, but also reflects the structural changes taking place across China’s entire male health market.

1, An evolutionary sample from “hit product” to “platform”

Jin Ge’s historical achievements need no extra elaboration. After its launch in 2014, this domestically produced sildenafil citrate generic quickly opened up the market thanks to its quality equivalent to the original research drug and highly competitive pricing. In 2019, its sales surpassed those of the original Viagra; in 2023, revenue reached a high point of 1.29 billion yuan, becoming Baiyunshan’s only product with annual sales exceeding 1 billion yuan.

However, the market environment has changed dramatically over the past two years. According to industry statistics, in China’s ED segment for sildenafil citrate, there are now as many as 50 pharmaceutical companies that have obtained approvals for this product, with related products numbering over 100. Yangtze River Pharmaceutical, Qilu Pharmaceutical, Ciming Pharmaceutical, Kelun Pharmaceutical, and others have entered the arena one after another, pushing the price war to the extreme. At the same time, the emergence of differentiated replacement products such as tadalafil has further diverted market demand.

Faced with such a competitive landscape, Jin Ge did not choose to “involve” on price in a single track; instead, it took the path of expanding its product lines.

As early as 2023, Baiyunshan laid out dapoxetine hydrochloride tablets (brand name “Tema”) for treating premature ejaculation, and in its first year of launch, first-year sales exceeded 50 million yuan. In June 2025, Baiyunshan Pharmaceutical General Factory further obtained drug registration certificates for tadalafil tablets (2.5mg, 5mg), completing full coverage of the entire PDE5 inhibitor series.

Thus, Jin Ge (sildenafil citrate, basic treatment), Tema (dapoxetine, delay), and Super Kamli (tadalafil, long-acting) formed the male health “Three Musketeers” product matrix. This layout aims to meet the diversified and long-term trends in male health needs, expanding Jin Ge’s service boundary from solving single issues to providing comprehensive solutions covering the full male health lifecycle.

In addition, the application of Jin Ge’s active ingredient sildenafil citrate in the treatment field of pulmonary arterial hypertension is opening up a second market for the product, further expanding the brand’s value boundary.

2, Breakthrough against the trend through online channels: digitally rebuilding the growth curve

Against the backdrop of overall pressure on traditional retail pharmacy channels, Jin Ge’s performance in e-commerce has become a bright spot worth watching.

Industry data shows that in the first half of 2025, on the two major e-commerce platforms JD.com and Meituan, Jin Ge’s total sales have already exceeded 380 million yuan. Entering 2026, Jin Ge’s growth momentum in e-commerce channels remains strong. The data shows that in the first quarter of 2026, the sales of Jin Ge’s urology series products on JD’s self-operated platform increased by as much as 700,000 tablets compared with the same period last year, a year-on-year increase of 25%; the online channel continues to become the brand’s “second growth curve.”

(Image / Online)

Behind these results is Jin Ge’s deep operation of online channels and its fine-grained layout. From everyday brand marketing to high-frequency surges at major promotional nodes like super-category promotion days, e-commerce channels are becoming the key battleground for Jin Ge to reach young consumers and realize the transformation of brand value.

Meanwhile, the entire male health consumption market is undergoing profound changes. A report released by Sinokang Technology shows that the ED category is exhibiting a clear trend toward younger consumers— the proportion of young customers aged 35 and under continues to rise, and both medication purchase frequency and the number of tablets purchased are showing an upward trend. JD Health data also shows that since 2025, the platform has provided medication services to more than 23 million patients with urology conditions, with more than 50% of users coming from areas of third-tier cities and below. Male health consumption shows three main characteristics: “strong privacy needs, online medication channels, and increased awareness of health management.”

Jin Ge’s strong growth in e-commerce channels is resonating in sync with this trend. Online channels not only provide consumers with convenient and private medication purchasing experiences, but also build a new bridge for Jin Ge to connect deeply with younger consumer groups.

3, From products to advocacy of health: Jin Ge’s brand value elevation

If the expansion of product lines and the digitalization of channels represent tactical upgrades for Jin Ge, then reshaping the brand’s role is a deeper leap in value.

On October 28, 2025, World Men’s Health Day, the “2025 Youth Sexual Happiness White Paper Launch Conference” hosted by Baiyunshan Jin Ge Men’s Health Consulting Co., Ltd., co-organized by JD Health, with medical support from the Department of Urology and Andrology, First Affiliated Hospital of China Medical University, data support from Sinokang Technology and iResearch, and media support from the People’s Daily Health Client, was successfully held at People’s Daily. This is the first sexual health white paper in China focusing on the youth group. Jin Ge, together with authoritative institutions, first proposed the concept of the “Sex Power Index,” aiming to help the public scientifically recognize their own sexual health status through a multi-dimensional quantitative evaluation system, and to promote the upgrade of male health management from “passive treatment” to “active prevention.”

The significance of this move lies in the fact that Jin Ge is evolving from a “single brand” into a “brand advocating a healthy lifestyle.” As emphasized in the event, true “sexual happiness” depends not only on physiological “sex power,” but also on psychological and social “heart power.”

By pushing male health topics into open discussion, Jin Ge not only expands its brand’s connotation and extension at the commercial level, but also assumes the responsibility of a health advocate at the societal level.

4, Value thinking across cycles

It cannot be denied that Jin Ge is facing a complex and fierce competitive environment. The spread of price wars, the influx of competitors, and the diversification of consumer needs are all cycles it must overcome.

But it is worth noting that China’s entire male health market is still expanding rapidly. Sinokang Technology’s report shows that although the overall market size of retail pharmacies nationwide in the first half of 2025 declined year-on-year, the segment of urological system medications (including ED drugs) demonstrated strong growth resilience, becoming a bright spot in the market. China’s ED treatment market has continued to grow in 2025, with penetration of only about 7.3%, indicating that there is still enormous room to develop the market. The potential demand group of more than 180 million men with ED will not disappear, and the upgrading needs of male health management are continuing to be released.

In such a market, the deciding factor is no longer the price itself, but who can build a truly comprehensive health service system that matches consumers’ diversified and refined needs. Through its layout across three dimensions—expanding the product matrix, deepening its online channel operations, and elevating brand value—Jin Ge is attempting to provide its own answer.

From a shorthand name for a category to a health advocate—Jin Ge’s evolution continues.