Mayoly sets benchmark in digestive health with China strategy

Mayoly, a family-owned French pharmaceutical company historically specializing in gastroenterology, dermocosmetics and industrial production, has significantly expanded its presence in China's digestive health sector since 1992. The company said it will intensify its efforts to meet the evolving demands of the Chinese market.

According to Mayoly CEO Nicolas Giraud, China — home to the group's only overseas production site — has become integral to Mayoly's global strategy over the past 34 years. A comprehensive value chain, encompassing innovation, production and distribution, has been established in the country, driving the company's ambition to become a leading global consumer healthcare brand.

"The Chinese market functions as the primary engine for our global growth, with consistent sales of key products generating substantial revenue. Moreover, it serves as a platform for localizing our global products, allowing us to refine product design and market strategies. Our Tianjin production facility exemplifies 'Intelligent Manufacturing in China', offering cost-effective production support to our global supply chain while enhancing its resilience," Giraud said.

In 2025, annual sales of Mayoly's over-the-counter flagship product Montmorillonite Powder — commonly known as Smecta — reached 26 million boxes in China, reinforcing its status as a trusted benchmark and a household staple for diarrhea treatment. The company has also built a strong digital presence by partnering with major e-commerce platforms and delivery services such as Meituan, significantly broadening its consumer reach in the region.

Bigger roles

China, which has contributed 15 percent of the group's annual sales in recent years and accounts for 20 percent of its workforce, is poised to take on larger roles as an innovation hub, a testing ground for business models, and a talent powerhouse, according to the company.

"China will evolve into a regional nexus for innovation, with products developed for the Asian market being partially rolled out globally. China's advancements in digital transformation and omnichannel marketing will be honed into standardized models for replication in other emerging markets," said Giraud. "Meanwhile, we will leverage China's pharmaceutical talent resources to build international management teams and supply key talent for global operations."

Key pillars

With more than 100 years of global development, Mayoly has distinguished itself from its peers through significant investments in five key pillars: brand growth, geographical expansion, external growth, innovation and corporate social responsibility. This clear strategy has been, and will continue to be, implemented in China, according to Giraud.

In November, Mayoly rebranded its Chinese subsidiary from Beaufour-Ipsen (Tianjin) Pharmaceutical to Mayoly (Tianjin). A new Chinese name Mai You Li was also adopted to enhance its cultural connection with local consumers.

"It is very important for us to undergo this rebranding, as it unifies our identity globally and solidifies Mayoly China's presence as part of the Mayoly Group," said Giraud.

"The new Chinese name reflects the company's long-term commitment to the Chinese market and its strategic determination, which aligns closely with our corporate culture. It underscores Mayoly's core value of performing daily, deciding responsibly and supporting carefully," said Desmond Tan, general manager of Mayoly China. "We will continuously strive for progress, seeking solutions to streamline processes, optimize collaboration and drive development. We will empower each individual as a central force within the organization and foster an ambitious, collaborative environment where everyone contributes and grows."

Following the rebranding, Mayoly expanded its footprint in China by acquiring a trading company with a Good Supply Practice certificate in Hainan province in early December, adding a new location to its map in China. This expansion will serve as a foundation to enhance its distribution channels both online and offline, according to the company.

"This acquisition provides us with a distribution platform in Hainan for our Chinese products. We also want to explore the possibility of expanding from Hainan to other countries," said Giraud. "It is not just an investment in China, it is a strategic expansion. With this distribution base in Hainan, we can respond to local demand much more quickly. Being closer to our customers and consumers is crucial, and maintaining this proximity is very important for Mayoly."

As digestive health management becomes increasingly important worldwide, Mayoly China is keen to unlock potential in consumer health sector in the coming years.

"We aim to become a leader in consumer care. Why is this important? Because globally, more people are focusing on holistic health management. They are not just treating symptoms, but actively seeking to prevent issues and enhance their overall wellbeing. It's about prevention, treatment and recovery — not just treatment," said Giraud.

Tan added that beyond providing innovative products, Mayoly China will place greater emphasis on promoting better understanding of digestive health management in China.

"Public awareness of digestive diseases in China is gradually increasing, but there is still room for improvement. Scientific understanding in areas such as disease prevention, standardized treatment and long-term management needs to be further strengthened," said Tan. "In the future, Mayoly will continue to serve as a health advocate, utilizing our products, digital tools and public welfare initiatives to help the Chinese public progress from merely 'knowing about diseases' to truly 'understanding health', thereby achieving a comprehensive improvement in gut health awareness."

In the next five years, digital development will continue to be the core of the group in China to support the Healthy China 2030 initiative. So far, in addition to partnering with online distribution platforms, the company has also launched online patient management systems to provide comprehensive services covering the entire treatment and recovery process.

"China has become Mayoly's largest investment destination outside of France, shaping the group's growth trajectory and ambition for decades to come," said Giraud.

Mayoly will also strengthen its commitment to innovation and continue building a two-way innovation mechanism of "Innovation in China, Application Globally", developing tailored treatment solutions for gastrointestinal diseases prevalent in China. Partnerships will also be established to accelerate its innovation, according to the company.