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In recent years, people's attention to natural therapies and natural health products has been rising. This reflects people's increasing recognition of health and healthy lifestyles. When choosing medicines and health foods, botanicals and herbal medicines have become the priority of more and more people options, it is believed that herbal products may bring fewer side effects and in some cases can even complement Western medicine. However, as competition in the international herbal medicine market becomes increasingly fierce, the traditional Chinese medicine industry not only faces rare opportunities in the process of internationalization, but it also must face unprecedented challenges. Europe has hundreds of years of use of botanical medicines. Therefore, European people have a high level of awareness and acceptance of botanical medicines. With the improvement of health awareness and recognition of natural medical concepts, Europe has become the largest market for botanical medicines.As one of the largest Chinese herbal medicine markets and growing at a significant rate, the EU has naturally become an important target for Chinese herbal medicine products to enter the international market. This article aims to analyze the current situation of traditional Chinese medicine and the development trend of the European market through research on the EU botanical medicine market and its management status, and propose corresponding countermeasures. Since 2004, the EU has implemented a series of regulations on the legalization and standardization of botanical medicines, which have had a profound impact on the entry of Chinese herbal medicines into the European market.Although these regulations may appear to be obstacles to the entry of traditional Chinese medicine products into the market at first glance, they actually provide a ladder for legalized entry into the market. This article will systematically sort out and analyze the framework of these regulations. This article first introduces the concept and importance of internationalization of traditional Chinese medicine, and then conducts a detailed analysis of the global trend of traditional Chinese medicine exports and the current situation of the EU market. In recent years, the European Union has promulgated many relevant directives on the management of traditional botanical medicines in its territory to strengthen supervision. These directives allow traditional botanical medicines to be registered as medicines and provide simplified registration methods. However, the simplified registration process is full of challenges, such as funding issues, insufficient proof of useful life, and trade barriers. If traditional Chinese medicine companies cannot effectively respond to such challenges, they may be in a weak position in the fierce competition. Therefore, how Chinese medicine companies adapt to the various standards and trade obstacles provided by the EU has become a major issue that needs to be resolved urgently. This article will analyze the existing obstacles in detail in terms of the registration scope, registration process and quality standards of the EU's Chinese medicine registration system. It will also analyze the hierarchical structure of the registration system to find out the feasible ways for Chinese herbal medicines to legally enter the EU market and what to do when facing registration obstacles. Alternative forms of sale. According to the current EU regulations, traditional Chinese medicines can enter the EU market in various forms such as food supplements, medicines, cosmetics and medical devices. By analyzing the main marketing routes and relevant regulations of these products, we can find out the market share of traditional Chinese medicines in the EU. Possible ways to market, and explore how proprietary Chinese medicines can enter the EU market in these forms. This article will also introduce the registration directive for traditional herbal medicines promulgated by the European Union, as well as the relevant specifications of the European Pharmacopoeia as a legal basis. It is hoped to provide ideas and references for Chinese medicine companies aiming to expand the EU market, and make specific suggestions in order to expand the use of Chinese medicine in the fierce competition. Competitiveness of the EU herbal medicine market.
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