Text | Xiaofeng talks about history
Edit | Xiaofeng talks about history
In the face of today's endless "health care products," everyone can imagine how deep the water in this industry is.
What's more, this trait of being able to "kill and cut leeks" at all ages, the other party is making a lot of money. Fooling women will be beautiful, and scaring men can reproduce their might.
As for the elderly and children, not to mention, these two types of people are the "big heads" of each other.
And these three health care products are the top products that "pit countless people" back then. ”
1. The brain platinum that fell off the altar
"I don't accept gifts for the holidays this year, and if you want to accept it, you will receive brain platinum. ”
At the end of the last century, Brain Platinum emerged in the market with its unique sales model and innovative advertising methods. It adopts a combination of "health care products + celebrity endorsement", so that consumers can regard it as an ideal gift for relatives and friends.
The advertising slogan "full of magic" is also firmly remembered by the audience.
With a significant brand effect, the other party once occupied the top position of major sales channels, and was even known as the No. 1 sales of health care products.
In addition, at that time, our first generation of only children began to enter the society, and the simple worldview and consumption concept made them more susceptible to being "brainwashed" by the concept of brain platinum.
As a result, they blindly believe that by taking Brain Platinum, parents can stay young forever and be free from all diseases. Under the overwhelming brainwashing advertising. At that time, brain platinum almost became a "elixir".
But those who know know that this product is also just a dietary supplement and does not have much health care function at all. With the progress of the times and the improvement of consumer awareness, the true face of brain platinum is increasingly questioned. In 2008, the brainwashing advertising industry was finally completely stopped.
As the popularity continues to disappear, the audience has gradually discovered that there are many criticisms in the sales model of Brain Platinum, not to mention that they did not feel the so-called "magical effect" after receiving the goods.
In order to save the situation of declining sales, brain platinum manufacturers racked their brains to launch a variety of activities, including online shopping festival point redemption and so on.
But success doesn't happen overnight, and failure doesn't happen overnight. In addition to brain platinum, 505 at that time also made a lot of money in the name of a miracle drug.
2. "The effect is not good, and the advertisement is good"
Lai Huiwu, who was born in 49, resolutely resigned and went to the sea to do business after many jobs were "unwilling". In 88, he rented a two-story building in Xianyang, and with a start-up capital of 100,000 yuan, he began to develop a Chinese herbal health care bag called "505 Shengong Yuanqi Bag".
There are various theories about the "505" in the name of the product, the most popular one is that it contains the number "5" in Laihuiwu's name, and there are also theories that it is related to Laihuiwu's birthday on May 5.
At first, the sales of 505 were not ideal, and in order to open up the market, this man decisively adopted bold marketing techniques.
He published a letter from a consumer in the newspaper, praising the product for curing his 75-year-old mother, who had been ill for many years.
As soon as this report was published, it immediately set off a rush to buy, and the daily sales of goods reached 5 million yuan. After tasting the sweetness, he hired a large number of "water army" and published hundreds of readers' letters in newspapers and magazines, praising the miraculous effects of his products in curing gynecology, andrology, pediatrics and other diseases.
Obviously, this marketing technique was particularly effective in the context of the 90s, when newspapers were still very credible.
While achieving great commercial success, Lai Huiwu also gained great prestige in society. He has taken photos with celebrities and stars many times, and various honorary titles.
Products that no one cared about were also exported from the mainland to all over the world.
But the goddess of luck has not been favored by him, in 2000 for the sake of national safety, we began a vigorous rectification of the health care products market, at this time only the drug approval number of the product can continue to sell normally.
However, for various reasons, 505 has not obtained the drug batch number, and the market sales have been seriously cut off. In the context of stricter drug supervision and changing consumer attitudes, its sales plummeted and eventually withdrew from the market.
But the most "health care product" is not Brain Platinum 505, and the three strains of oral liquid back then were called infinite scenery.
3. The vanishing scenery of the past
In the public information, the main ingredients of the three strains of oral liquid, which was popular that year, include amino acids, vitamin C, minerals and other nutrients.
Although these ingredients are beneficial to human health, they are over-amplified or even fictional in the process of publicity. The advertisement that it can treat a variety of diseases is also clearly inconsistent with the facts.
What's more, in order to attract the attention of the public, the other party also posted a large number of advertisements in the rural market, and hired hundreds of thousands of college students to enrich the rural grassroots offices, propaganda stations, and stations, hoping to use the "crowd" tactic to open up the huge rural market.
Wu Bingxin, the "leader of the enterprise", even adopted a "no-cost advertising" model, requiring the advertising slogan "Sanzhu Oral Liquid" to be scribbled everywhere on rural walls and telephone poles, so as to achieve a pervasive marketing effect.
Of course, there was also a lot of soft advertising on TV and in newspapers. In addition to broadcasting images full of language temptation on television, we also publish advertisements in the form of articles in newspapers in order to constantly improve the credibility of our products.
In addition to these, the other party also used sponsorship of academic activities, organized doctors to do free clinics and other means to increase the social influence of Sanzhu oral liquid. I have to say that these innovative ideas have indeed opened up the market for Sanzhu Oral Liquid, and its sales have soared for a while, and its company's performance has also been rising.
However, this kind of "stealing and cheating" luck did not last long, and in 1998, Sanzhu oral liquid suffered a Waterloo, and sales plummeted and were on the verge of bankruptcy.
The fuse was that an old man named Chen Boshun from Hunan died after taking three strains of oral liquid, and his family took the three strains of oral liquid to court.
Although the other party finally won the appeal, the public opinion has determined that the reputation of the three oral liquids has been damaged and it is difficult to recover.
I don't want to admit it, but I have to say that in the face of these blowing health care products, many elderly people are on one gear after another. In addition to the excessive expectation of efficacy, it is because few people have told them that health products are not "curative drugs," let alone so-called life-saving cures.
Fourth, look at health care products rationally
In recent years, with the increasing attention to health, the health care products market has also developed rapidly.
However, many people do not know that health supplements are not medicines, let alone substitutes for the treatment of diseases.
It is important to know that there is an essential difference between health care products and drugs in terms of production and quality control. Health care products need to obtain food brand certification before they can be sold in the market, and its quality and safety are mainly supervised by the food and drug supervision and administration department.
In contrast, in addition to meeting the above conditions, drugs also need to obtain drug brand name certification and be produced under the standards of national good manufacturing practices.
This means that the production process of pharmaceuticals is more complex and the quality control is more stringent.
And although health supplements can also have a certain effect on the body, they cannot directly cure diseases like medicines. On the contrary, some conditions may delay the optimal treatment time or even worsen the condition due to over-reliance on health supplements.
What's more, different health products target different groups of people and purposes, and consumers need to read the instructions carefully when buying to avoid mistakenly buying products that are not suitable for them.
The most important point, that is, the most easily fooled point, is because of the different publicity, which makes many people think that health care products are "good medicine". ”
It is important to know that due to the high threshold of the pharmaceutical industry in the mainland, many drugs produced by regular manufacturers often rarely adopt excessive marketing activities.
The competition in the health care product market is fierce, and many manufacturers choose to use various exaggerated methods to sell, thus misleading everyone, which leads to us being "willingly" coaxed into taking the bait.
What can be said is that although health supplements can help us maintain our health, we still need to look at them rationally. Any product that claims to be a cure-all is questionable. Only with a correct understanding of health care products can we better stay away from scams and protect our rights and interests.
The author thinks
In fact, whether it's through a scientific and reasonable diet, moderate exercise, or maintaining a good attitude, everyone should find their own best way to maintain their health.
More importantly, when buying health supplements, you should also note that not all health supplements are suitable for you, let alone rely on them too much.