The things in this world always have its two sides; on the one hand, the praises are everywhere, and on the other side, the condemnation is constant. Whether you like it or not, "Shi's Advertising" always fills your ears from all sides, leaving you nowhere to run. “Shishi Advertising†has become a unique phenomenon in Chinese business circles, which has caused many media and experts to comment and discuss.
Shopping malls, such as the battlefield, follow the rule of "becoming a king, and losing a man". Shi Yuzhu's melatonin stands in the health care products market for more than ten years and remains at a high rate of growth. Although you can blame the vulgarity of melatonin advertising, you can be shallow and shameless about its cultural connotation; you can also claim: "I won't buy melatonin if I kill." But you also have to admit the fact that Shi Yuzhu has achieved great success in the health care products market.
Many marketing experts attributed the marketing deification created by Shi Yuzhu to a successful example of “humanized marketingâ€. But as long as we really look at the marketing model of melatonin, it is not as perfect as the experts described. At least for other companies, there is no reference and imitation.
The author raises five questions in my mind and discusses with readers:
Question 1: How long does the melatonin live?
Shi Yuzhu claimed: " spend 70% of energy researching consumers, 20% of energy management terminals, and 10% of energy management dealers." Shi Yuzhu's research on consumers can be deep and fine. He understands that the Chinese people have to give gifts in the holidays, the buyers do not drink, the drinkers do not buy; the products are made into gifts, and it is not necessarily important whether consumers really like them. As long as the gift giver has a face is enough. This malformed consumption pattern and thinking cycle have created the current melatonin marketing model.
The brand's foothold lies in the core value of the product. And where is the core value of melatonin? It's just a better choice as a gift. The gift-giving sentiment of the Chinese people remains the same. It seems that the melatonin has vitality; this is also the reason why Shi’s advertising has lasted for a long time. On the other hand, the Chinese market is vast, especially the irrationality and immaturity of the rural market, and it also provides a development soil for melatonin products.
However, the paleness of the brand of melatonin and the lack of cultural value will lead to the shallow foundation and vitality of melatonin products. The promotion of melatonin is nothing more than a concept of health care products. It cannot truly reach a consensus with consumers on the values, consumption habits and social and cultural levels; it cannot form a loyal and stable consumer group. Brain 100 gold is only a hot spot of consumption in a specific period, and sometimes it is time to move. Shi Yuzhu’s disregard for dealers led to a profit of less than 1% for sellers of melatonin. The reason why melatonin survived today is only maintained by high-intensity advertising. Shi Yuzhu actually saw this point. A few years ago, he sold the ownership of melatonin to other companies. How long does melatonin live? I think there are only a handful.
The marketing model of Brain Baijin is just a model of “getting a hand and goingâ€. The beginning of melatonin benefited from the heyday of health care products. Its marketing model has no traceability and cannot be imitated by other companies. Otherwise you will wait to regret it.
How high is the success coefficient of the second gold wine?
How high is the success coefficient of Huangjiu Wine created by Shi Yuzhu and Wuliangye Group? It is still too early to conclude. Gold wine continued the marketing model of melatonin, and it was listed in the overwhelming advertising voice as the Spring Festival approached. The advertisement of gold wine continues the vulgar old path. In Shi Yuzhu's opinion, you can hate our ads, but the more annoying, the easier it is to remember my ads. For example, Hengyuanxiang’s advertisement in the same period last year was in a scream, let the people of the country remember Hengyuanxiang. "You can't be famous, but you have to stink for a long time." This is the idea of ​​many advertisers.
But wine is not the same as health care products. The wine culture has been in China for thousands of years.
The cognition and preference of Chinese people for wine can be changed in the sound of selling. After more than a decade of ups and downs and precipitation, the wine industry has formed a relatively fixed market structure. Shi Yuzhu’s gold wine will face severe challenges.
Shi Yuzhu thought that with the help of Wuliangye's gold signboard, coupled with his tried and tested marketing model; this year in the wine market can be invincible. The author thinks that Shi Yuzhu underestimated the IQ of the Chinese. The gold wine is positioned in a vague way. Is it classified as a health wine or a liquor series? Such as health wine; the strength of the wine, represented by the coconut wine, coconut island deer turtle wine has formed an advantage, will block the pace of gold wine. The second gold wine lacks a foundation, and an OEM model of a new wine company has no technical content. third. Sales force and sales channels based on health products, how strong sales force in wine sales?
It is hard to tell whether gold wine is difficult to succeed now. It is reported that the shipment of gold wine has reached 2 billion. The real realization of sales is still not statistical. The author thinks that Shi Yuzhu can make a fortune on gold wine, but the survival period will not exceed three years.
Question 3: Does Shi Yuzhu’s marketing have “humanity�
What is emphasized in China's human culture is the word "filial piety", which is the so-called "hundred good and filial piety." In the advertising of melatonin, I continually yelled "give parents, send elders, send teachers", in line with the tradition of Chinese people respecting the old and loving the young. So some experts attributed "Shishi Advertising" to human marketing.
Regardless of the noise created by the "Shishi Advertising", we have poured out the appetite of many people. As for the unrestricted exaggeration of the product's efficacy in advertising and the promotion of their own products to provoke consumers to compare each other, it shows the lack of integrity of the company and the lack of public morality.
What is human nature? From a social point of view, human nature is a contribution to the progress and development of society. From a moral point of view, human nature is the respect of human ethics and the care for vulnerable groups. When melatonin repeats “love parents, love children, love elders, love teachers†endlessly, what does it do for the vulnerable groups that really need care? At least Shi Yuzhu is not enough to do charity.
The gift-giving complex of the Chinese is not worthy of advocacy. How many officials are on the road to corruption every year, how many people tighten their belts and make unnecessary gifts; during the holiday season, how many gifts are sent to the West, and the West is sent to the North? In fact, many people also hate the big swing of gifts. It’s just a custom, it can’t be changed. After the Spring Festival every year, there are billions of gifts thrown away due to expiration or mildew. What is the waste of resources? The less ethical is to "send a teacher." Let students who have not yet entered the society learn to give gifts, which is a great irony of the Chinese education mechanism.
"Shishi Advertising" is a tribute to and help to the bad atmosphere of society. It is entirely from the utilitarianism of the enterprise, and it does not care about social morality; what is human nature? "Shishi Marketing" is at best "utilitarian marketing." To describe it as human marketing is indeed a matter of words.
Question 4: How scientific is Shi Yuzhu's "strong landing" rule?
In fact, Shi Yuzhu's product promotion model has no technical content. He emphasized two points: one is that high-altitude advertising works, and the other is the cooperation of terminals. That is to say, the overwhelming advertising in the air, the multi-channel paving and product display on the ground. For the less experienced marketers, this is a simpler mode of operation. However, many companies do not have this economic strength.
The "strong landing" rule has been relished by Shi Yuzhu. But let's take a closer look, in addition to the lack of technical content, how much scientific? This rule emphasizes two points: one is the density of advertising, and the other is the coverage of products. Advertising emphasizes repetitiveness, and high-density advertising is an uninterrupted advertisement that forces consumers to instill product information. The advertisements of Shi's products are basically concentrated in the middle and the middle of the TV series.
The main audience for this time period is the middle-aged and old audience. Seized the main consumer groups of its products. But don't forget that the aesthetics, consumption habits, and value orientation of the middle-aged and older groups are very different. Urban and rural differences, cultural differences will affect the effectiveness of advertising. Just a constant advertising spread will lead to waste of advertising resources. "Shishi Advertising" will gradually arouse people's dislike of "Shishi products". In more developed regions and central cities, sales of melatonin are declining. Although with this vast rural market, melatonin can still live alive and well. But never ignore the influence of cities on the rural market.
In order to ensure the market coverage of “Shishi Productsâ€, Shi Yuzhu has established offices in more than 200 cities across the country, and more than 3,000 counties have established representative offices with more than 8,000 sales staff. This reminds us of the "three strains" oral liquid that year. The unlimited extension of sales channels and the huge sales force mean that the company has buried a time bomb. In fact, Shi Yuzhu’s marketing team management mechanism has long been in crisis. The low efficiency of work, the chaos of the process, the serious phenomenon of product flow, and the low enthusiasm of dealers, so that Shi Yuzhu felt the crisis.
The "strong landing" rule is only determined by the high profit margin of health care products. It must not be an object of emulation.
Question 5: Is Shi Yuzhu a marketing expert?
Shi Yuzhu is a very good showmaker. Whether it is "making money and paying off debts", or in the "winning in China" column, talk about it. The banner of Melatonin has not fallen for more than a decade. In recent years, it has also engaged in online games of "Journey" and launched gold wine. So experts called it "marketing master."
Experts will always be a post-mortem. When they succeed, they will be praised and they will fail. Shi Yuzhu's ups and downs, the author thinks that the "marketing master" is hard to be worthy of the name, called "marketing geeks" to be more accurate.
Marketing is the science of the door, but also the art of the door. The charm of marketing lies in innovation. “Shishi Marketing†is just an old road that repeats many years of others, without any innovation. Such marketing models are widely available in the domestic business community. Such as Harbin Pharmaceutical Group and so on. Only Shi Yuzhu insisted on it for a long time, and it was more constant.
Some people say: Shi Yuzhu has created a new marketing model. This is just a disgusting flattery. Those with a little marketing knowledge will establish such a marketing model. Just open a marketing theory book, you will tell these marketing common sense. An old-fashioned model does not need to be created at all. Open the book of our ancestors, one thousand years ago.
Regardless of how it is evaluated, Shi Yuzhu is considered a successful person. I don't seem to have any qualifications to comment on it. Who made you not achieve the achievements of Shi Yuzhu? Only the author saw too many articles propagating Shi Yuzhu's marketing theory, and could not help but ask five questions. The above is just a statement. The benevolent sees benevolence, the wise sees wisdom. Write a few strokes and discuss with colleagues.
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