How do we view Shi Yuzhu's "melatonin" and its marketing strategy?

Many people think that accepting melatonin as a gift is a bold and successful plan. Some people carefully analyze the whole process of the operation of melatonin market, and think that this is not planned in advance, but an unintentional work. 1999, Buscom started the PDA market by making a long advertisement of 12 minutes in the non-prime time of local TV stations, and soon Buscom became a popular business gifts. In fact, more than 90% of its sales come from gift consumption. At this time, Sun Taoran, the marketing soul of Buscom, said: "In the process of promoting Henderson's great cause, PDA is no longer a gift or a luxury. It is portrayed as. Obviously, people in BusinessCom don't understand why there is a large functional requirement, but in the end, BusinessCom has become a new star in the gift market. When melatonin first entered the market, it was mainly based on the melatonin body and its secretion in the brain, which promoted the concept of youthfulness and led to many health benefits of the product. Especially the early news hype, such as "can human beings live forever?" ","Green in Space "and so on. Later, the efficacy soft article "A day without defecation is equivalent to smoking three packs of cigarettes", "A woman is forty, is it flowers or tofu residue" and so on. The soft writing of melatonin more accurately controls people's psychology of seeking beauty, novelty and youth, and makes readers have an impulse to try. At the beginning of the listing of melatonin, it was mainly based on efficacy appeal, and it was mainly cooked by soft articles in newspapers. In the original planning copy of melatonin, the concept of "gift" was not mentioned. Obviously, melatonin has not positioned itself as the gift market with the largest sales volume from the beginning. However, because holiday gift-giving has always been an important sales direction of health care products, melatonin will naturally do some holiday promotion advertisements, but the sales staff found that the advertisement of "gift-giving articles" had the best effect, and the two porn films made for the first time had the best effect. Naturally, the "gift-giving articles" were welcomed by the sales staff and were released more. Under the interaction of marketing and advertising selection, "gift-giving articles" became the mainstream of melatonin advertising, and melatonin became a gift. Different from BusinessCom, melatonin quickly and clearly realized the opportunities brought by becoming a gift star and began to actively guide the development of the "gift" market. Soon, several new TV advertisements of "Gift Articles" were filmed, and the advertisements were concentrated on several TV stations, which eventually evolved into an overwhelming phenomenon of "only accepting melatonin as a gift", and finally achieved the status of melatonin as a gift star. In China, a gift star appears every few years. "It's delicious" leads the instant coffee gift era, "remy martin opens, and good things come naturally" brings the wine gift scene, followed by the PDA gift era initiated by Buscom and the myth of melatonin gift created by "only taking melatonin". The essential difference between gift consumption and functional consumption is that the consumption value of gift consumption is reflected in the moment when the gift is received, not in the process of using and consuming the product. In the development process of melatonin sales from1.200 million yuan, no product can catch a ride on the growth of melatonin market (counterfeiting melatonin is another problem, and hitchhiking here means that market followers enjoy market resources), which is very rare in the health care products market. The reason should be attributed to melatonin becoming a gift star, which made melatonin avoid the vicious competition of followers for a long time. Efficacy is the market foundation of health care products, so health care products generally carry out intensive education on consumers as soon as they are listed. When the concept of efficacy is accepted by consumers, products begin to sell well. Although products and brands can be protected by intellectual property rights, consumers' cognition of efficacy is not protected by any means. This is a resource that all manufacturers can enjoy, so it is easy for followers to share a piece of the price war. At present, there are more than 80 kinds of products similar to melatonin in China, but none of them can hitch a ride. In the past three years, melatonin is the only one, with a market share of over 60%. A listed melatonin is also based on efficacy to open up the market, but it soon became a gift appeal and a gift star. Efficacy is only one of the elements of becoming a gift star. Gift stars pay more attention to popularity and popularity. This resource can't be enjoyed, so there is no free ride. However, the market crisis also comes from this, because gift stars will not last long, because gifts should always be innovative. In the first year, you will say "yes" to melatonin, in the second year you will only say "yes", and in the third year, the recipient can only say "Are you sick or am I sick". This is the natural law of the gift star, and melatonin is not immune.