Why can "melatonin advertising" run rampant in China?

Because: powerful advertising, high-quality products, accurate positioning.

1, because it is "the top ten worst advertisements".

If I say that melatonin advertisements are the top ten worst advertisements, you must believe it.

Because this advertisement is bad enough, and it has been played enough times, so that people all over the country have seen this advertisement, so that everyone hates it.

Therefore, this advertisement can be rated as "the top ten worst advertisements" or even "the worst advertisement in history". Although it has a bad reputation, the effect of advertising has been achieved-this product is well known to the people all over the country.

Even if many people hate this product because of this advertisement, quite a few people will buy melatonin because of this advertisement, so this advertisement is successful.

However, when you ask which advertisement is the "Top Ten Advertisement", you can't figure it out for a while.

Because the top ten worst advertisements are selected by the people and the top ten advertisements are selected by experts, but our users are the people, not experts.

Speaking of the advertisement of melatonin, there is another anecdote. At the beginning, the advertisement "No gifts for the holidays this year, no gifts for melatonin" was performed by an old actor of a drama troupe.

Later, after melatonin made a lot of money, I found Jiang Kun and Dashan to perform a version.

However, because the advertisement of melatonin is really brainwashing, many people complain to the TV station and the industrial and commercial bureau, and the industrial and commercial bureau also takes out the advertising law and says that there are many irregularities in this advertisement.

For example, "no beneficiary image", "foreigners are forbidden to advertise" and "advertisements must be in Mandarin" are not so strict at ordinary times, but if they are really serious, they must abide by the law.

Therefore, later, melatonin simply did not need real-life performances, but directly made two anime characters, and all the illegal points were avoided. Unexpectedly, advertisements have become more popular.

2, because the product quality is really excellent.

User volume = flow × conversion rate ×( 1+ repurchase rate)+recommendation.

No matter which of these four links you optimize, you can get huge users.

Advertising can solve the traffic problem, sales and marketing can solve the conversion rate problem, but the repurchase rate and recommendation can only be solved by products.

Everyone must have had this experience. When you buy a product because you are attracted by advertisements, if the effect is good, you will always buy it and recommend it to other friends.

Therefore, all products that can span a 20-year life cycle must be due to excellent quality.

The core raw materials of melatonin are melatonin and oligosaccharides.

Now many people have been exposed to melatonin, but Shi Yuzhu knew it was a good product as early as twenty years ago.

Why? Because Shi Yuzhu, the founder of melatonin, has been to the United States.

Twenty years ago, melatonin became popular in the United States, and Shi Yuzhu has just introduced a product that has been successfully verified in the American market into China, making melatonin shine.

Marketing is of course important, but what is more important is the really best product. There is an incomparably firm 1 in front, and countless zeros can be harvested behind.

The reason why melatonin can sell well in China for 20 years depends on repurchase and referral. Although his brainwashing advertisement has made everyone sick, it's true.

3, because his positioning is very accurate.

Winning the market depends not only on products, but also on marketing and positioning.

The market positioning of melatonin is very clear, that is, middle-aged and elderly people.

Melatonin and oligosaccharides are the main components of melatonin. Melatonin can help people with poor sleep to fall asleep quickly, while oligosaccharides can lower blood pressure and blood sugar, so it is very suitable for the elderly, which is the positioning of product efficacy.

The second is the positioning of the buying crowd.

In fact, the elderly themselves want to buy themselves a good thing, but they are often reluctant to spend money on themselves, but they want it. What should they do?

Therefore, the slogans of melatonin are mainly "gift giving" and "filial piety".

The slogan "no gifts this year, but melatonin is also accepted when receiving gifts" means that melatonin is used by the younger generation to give gifts to the elders. After all, everyone is unwilling to spend money on their own, but willing to spend money on others, so the success of melatonin is inevitable.

The positioning of the product is the elderly, and the positioning of the buyer is the young. Young people always give gifts. I don't know what to give, there will always be people brainwashed by advertisements, "give gifts and receive melatonin", so give melatonin.

The accuracy of melatonin advertising positioning makes us who engage in marketing and advertising have to admire.

The success of melatonin products also makes Shi Yuzhu want to continue to develop the next health care product, namely "Golden Partner".

This product, like melatonin, is actually very simple in composition, but it has won more than half in positioning.

Gold partners are mainly for teenagers, and the paying people are still middle-aged. Because I am still willing to pay for buying a gold partner for my children.

Of course, the success of melatonin and gold partner has captured the dividend of TV era, and now we can only dream of recreating their success.

But their marketing thinking is still worth learning.