Results show that the vitamin and mineral markets are growing in China , as they compete with Chinese consumers instead of traditional remedies , from liquorice to deer antler . That's prompted vitamins firms from direct seller Amway to giant U.S. drugmaker Pfizer to look for inspiration from traditional medicine recipes going back thousands of years to succeed in China's increasingly pivotal healthcare market. This is﻿ leading some firms , such as US drugmaker Lilly , to research how these traditional medicines can be incorporated into their products , so they can tap into China 's rapidly expanding healthcare market . " We 've tried to learn from heritage and marry it with modern life sciences " , said Jia Chen , the Vice President of direct seller Amway .
Results show that the vitamin and mineral markets are growing in China , as they compete with Chinese consumers instead of traditional remedies , from liquorice to deer antler . This is﻿ leading some firms , such as US drugmaker Lilly , to research how these traditional medicines can be incorporated into their products , so they can tap into China 's rapidly expanding healthcare market . " We 've tried to learn from heritage and marry it with modern life sciences " , said Jia Chen , the Vice President of direct seller Amway .