Case Analysis of the Qi Zheng Principle
Sun Tzu's Art of War Marketing Health Products was transferred from the management channel of global procurement - -
The fifth chapter of "Sun Tzu's Art of War" is about the potential : The war situation cannot be better than Qi Zheng. Changes from Qi Zheng to Qi Zheng will make it impossible to win. The strange and the right arise from each other, just like the endless cycle, how can one be so exhausted!
This point is very prominent in the health care product market that has been constantly developing and changing in recent years, especially in the principles of "righteousness" and "oddness". It’s just that the two categories of strategies and tactics that exist in military wars are “good” and “odd”. In the marketing practice of health care products, it is more appropriate to divide them into three categories: “good”, “odd” and “evil”. The "righteousness" and "oddness" in the marketing of health care products are basically similar to the "righteousness" and "oddness" in the military art of war. The "evil" here should also belong to the "odd" category in the military sense, but this "evil" "Strange" is a bit too strange, and even exceeds the scope allowed by relevant national laws and regulations (in ancient military warfare, there were no restrictions on the means of war), so it is called "evil", but there is no derogatory meaning here.
Health care products and modern marketing in China are just a matter of the past ten years. It makes no sense to talk about the marketing of health care products before the introduction of modern marketing. Therefore, here we only talk about the meaning of modern marketing. Let’s talk about the marketing of health care products, that is, we should start with the marketing of health care products that can reflect the “good”, “odd” and “evil”. Judging from the current health care product manufacturers, not many can make full use of the three methods of "good", "odd" and "evil". Most of them prefer one method and ignore the others. Although some manufacturers have also achieved success, this does not mean that their achievements have reached the highest level. There is still room for further progress. From the means of their operation, they clearly show the characteristics of "righteousness", "strangeness" and "evil". Here we first roughly divide these successful manufacturers into three factions: "good", "odd" and "evil", and analyze them respectively. In fact, manufacturers classified into a certain category do not only use the methods of the group they belong to and do not use the methods of the other two groups in terms of marketing methods. It's just that their use of this method is particularly outstanding, so I will explain it here.
1. The "righteous" school of health care product marketing uses real skills in every move.
As mentioned at the beginning, "zheng" refers to "general, normal" market operation methods. Every company will use these ordinary "correct" methods and every company will know them. Relying on this method that everyone knows to reach a certain level of product marketing relies on skill-every part of the marketing strategy seems to be very familiar, but it may not reach such a level for others. This is just like Xiao Feng described in Jin Yong's novel "Taizu Changquan". Almost everyone can use Taizu Changquan to a superb level. It is amazing: Taizu Changquan can also be like this. make. Among these many health care product companies, Taitai Pharmaceutical is the one that best represents the "righteous" school. "It's great to be a woman!", "Full of femininity!", "It's better to be a wife!", "Women should meditate during menopause!", "One post is OK! You can post whatever you want", these are basically top-notch advertisements in every page. advertising. In particular, the communication of Taitai Oral Liquid at all stages, from packaging to advertising, focuses on freshness and fashion, which are the hot spots that consumers are always chasing, and strives to lead the fashion and popularity of the time, from the initial treatment of chloasma to the inclusion of F. L. A, regulating endocrine, and then promising skin health and moisturizing. Although the efficacy of the product remains unchanged, the positioning of each stage exactly meets the inner needs of women at that time. At the same time, the advertising slogan is close to women's hearts and full of emotions. "Women are so good" and "Total femininity" are used to meet women's spiritual needs, and support the brand image of their promises with sufficient reasons and principles of traditional Chinese medicine.
In fact, if the success of Taitai Pharmaceutical is simply attributed to the success of its advertising, then Taitai Pharmaceutical is not qualified to represent a "decent" health care product company. What embodies the skill of Taitai Pharmaceutical is that before the product is "born", when every market opportunity comes, it fully conducts market research, conducts market segmentation, and discovers market vacancies. Therefore, its products have no disadvantages after being introduced to the market. On March 8, 1993, the first batch of "Tai Tai Oral Liquid" was launched. At that time, China's health care product market, especially women's oral liquids, was still relatively small, and consumers' understanding of health care products was still at the level of simple royal jelly and Qingchunbao general products. Therefore, Taitai Oral Liquid took the lead in occupying the position of the leading brand of women's health care products as soon as it was launched.
This will also be the case for the future launch of Taitai Pharmaceutical's OTC drugs Yi Ke Tie, Jing Xin Pin Sui Liquid, and Zheng Yuan Dan. In addition to the above, Taitai Pharmaceutical and Health Products has established a complete and efficient marketing system using Western marketing management theory with the help of outstanding professional managers in terms of terminal display management, inventory management, channel management, dealer management, and financial management. The smooth internal communication system allows market data and trends to be communicated to management and decision-makers in a timely and accurate manner. The solid marketing management and advanced brand operation experience of professional managers have finally made Mrs. today's glory.
Of course, Taitai Pharmaceutical's too "righteous" approach has not yet reached the point where it can produce any product in the current marketing environment of China's health care products. There has been extensive discussion in the industry about why Hanlin Qingzhi failed. The reason is not only that it is difficult to produce blood-lipid-lowering products (as far as the author knows, there is a brand of blood-lipid-lowering health care products that has achieved success in some places. (has achieved good results), the real reasons for its failure are single methods and lack of skills or carelessness in certain aspects.
Another very representative "upright" health care product company is Yangshengtang. In their own words: "They have successfully launched five famous brands in the past ten years." Dole, Turtle Pills, Nongfu Spring, Qingzui Lozenges, Happy Growth Vitamins, and the recently launched juice drink Nongfu Orchard also show a good development trend. Perhaps none of Yangshengtang's products can currently occupy the top position in the same industry, but the products have such a high survival rate and success rate that seems to be unmatched in China. Judging from the advertisements of Yangshengtang products, Dole’s temptation of female beauty, Turtle Pill’s incitement of family affection, Nongfu Spring’s “a little sweetness”, misunderstandings of mouth cleaning and “kissing”, and the use of growth and happiness (with the help of SARS) "Potential"), and the brand affinity expressed in each TV commercial and print advertisement are enough to reflect the "righteous" Kungfu skills of Yangshengtang. It can be seen that every product selected by Yangshengtang has gone through in-depth research and demonstration. It is not a decision made on a whim or just based on feelings. It gives people the impression that this is insurmountable or insurmountable by similar products. It is an operation method that is difficult to replace, and it is not an exaggeration to call them a classic in marketing or advertising. This is another manifestation of their profound "upright" skills. Compared with Taitai Pharmaceutical, Yangshengtang is more flexible and has some "odd" characteristics in some aspects. For example, the "pure water controversy" and "Qingzui" that once attracted widespread attention from the media and industry insiders are still The controversy over the "Kiss on the Mouth" TV commercial is somewhat "odd", but generally speaking, it still belongs to the "righteous" school, but it is not as thoroughly "righteous" as Taitai Pharmaceutical.
In short, the main characteristic of the "righteous" school of Kung Fu is that they don't care about the number and novelty of the methods, but that they apply all the methods in marketing textbooks to a very professional level. They fully believe that this is enough. , everything they do can be answered from marketing theory. As for those marketing methods that are not mentioned in marketing and have Chinese characteristics, they seem to be inferior in their eyes, and of course they have no intention of doing so. The "righteous" Kung Fu school gives people the impression that it is "more complete", "deeper", "further", "more professional" and "easier to be accepted and favored". What the "righteous" school pursues is a state of "having no characteristics is the biggest characteristic" and "there are tricks to win without any tricks".
The "odd" school of health care product marketing always has advantages to succeed.
"Qi" means "special and changing", which determines that "Qi" cannot be spread throughout the entire marketing process, but can only exist in a certain link of the marketing process. They plan, discover, and utilize the advantages in a certain link in the entire marketing process, and give full play to them, giving them incomparable advantages over their competitors. Health care products companies of the "odd" school generally start in the early stages of enterprise or product development. With the help of these "odd" characteristics, companies and products can achieve rapid development. Judging from the current health care product market, the "strangeness" of the "strange" school often comes from the following aspects:
1. The "strangeness" of the concept. The word concept used to be one of the most familiar "terms" in the health care product industry. The concept of hype even became a "conditioned reflex" for health care product operators for a period of time. When they come into contact with a new product, they are often the first to think. The question is: "Is there any concept of hype?" Everyone knows the method, but the differences in understanding, skill and operating ability are different for different operators.
Over the past decade or so, the concepts of health care products have been endless and diverse, but the most successful and impressive ones are the following:
(1) Detoxification and beauty. The success of detoxification and beauty not only successfully launched a product, making itself the leader in the country (ranked first in the sales and sales of health care products in the country more than once) and lasting, but also successfully created a "detoxification" product. industry.
One of the "oddities" of "detoxification" lies in the reverse thinking from "supplementing" to "detoxification". Before "detoxification", almost all health care products emphasized "replenishment". Although some products also mentioned a relatively similar concept, such as Only No. 1's "removing garbage from the body", it is not difficult to see from the words , there is an obvious difference between these two concepts in terms of acceptance and stimulation. Although, on the whole, Only No. 1 can be considered a very successful health care product, the vast majority of sales come from the Shanghai headquarters. Speaking of which, I am not confident enough and naturally not very convincing; the "detoxification" The second "strange" lies in the ingenious conception of "poison". This threatening word brings strong stimulation to consumers and arouses the urgency of consumption. The theoretical basis of traditional Chinese medicine will not allow consumers to accept it. There are too many obstacles; the three "wonders" of "detoxification" lie in the combination of "detoxification" and "beauty" functions. At first glance, there seems to be not much connection, but after a little thought, it will feel very reasonable. Now it seems that functional combination may become a trend in the development of health care products. None of the twenty-two health care functions are new or easy to operate. The clever combination of functions seems to be able to solve this problem. It can be verified from the recent success of the weight loss health product Vietin. This product combines beauty and weight loss, which immediately aroused the strong interest of the majority of beauty-loving women. As for whether the product supports it, that is another matter. From this point of view, the combination of the two functions of "detoxification and beauty" is at least eight years ahead in consciousness.
(2) Melatonin. Compared with detoxification and beauty capsules, melatonin undoubtedly has more "odd" characteristics. If detoxification and beauty capsules are destined to be nobles, then melatonin is "from slave to general", which makes melatonin, a thing that loses its freshness before it becomes popular, become more powerful than Taishang Laojun's elixir. magic. The "miracle" of Detoxification and Beauty Capsules is that it can be solved once and for all, while Melatonin is "miracle" again and again: first it completed this kind of fairy tale that seems like an ugly duckling turning into a white swan, and then it created another miracle in the gift market. Melatonin instantly became It seems to have become synonymous with gifts. Even a three-year-old child knows that "only melatonin is accepted as a gift." Coca-Cola’s dream of “letting children learn the first word Coca-Cola” was easily realized by Melatonin.
The "strangeness" of melatonin shows the operator's thorough research on consumers. When treating the product as a product for personal use, he knows what consumers think; ), he knows what consumers think. Melatonin operators’ research on consumers should be said to be second to none in the health care products industry. "The more you win, the less you win." This is something that all marketers can learn from.
Melatonin and detoxifying beauty capsules are different in one point, and that is the combination of functions. The latter combines "detoxification" and "beautiful skin", while melatonin combines "improving sleep" and "laxative". This kind of "heroes see the same thing" is by no means a coincidence. The rational analysis behind it, ensuring that the product has sufficient benefits for consumers and visible effects are the basis for the success of the product and the guarantee of its long-term longevity.
(3) Tingmei underwear. Detoxification and beauty care and melatonin are self-created concepts, while Tingmei underwear is somewhat "used". Similar products have already appeared in Japan. However, this introduced concept also reflects the sharp vision of the operator.
In fact, before Tingmei, there were similar products on the market, such as belts, hip-raising pants and other similar products, but they did not really form a trend. It wasn't until the emergence of Tingmei that the "body beauty" market really began to appear. Before that, the "beauty" market seemed to have attracted the attention of all women or businesses. The only market that was relatively close was the weight loss market. But weight loss and "body beauty" have a lot to do with each other. The big difference is that losing weight only makes people slimmer, while "body beautification" can change the defects of the human body. We must admit that this is a huge temptation for women. Because even the most beautiful women will feel that there are flaws in their bodies. You can think of it this way: almost all women are doing everything they can to cover up or change their flaws every day.
"Beauty and shape can be transformed as soon as you wear it", coupled with rational and emotional appeals such as "how many patents are included", "how popular abroad", "both inside and outside", and three advertising spokespersons (Ni Hongjie, Nakano Ryoko and Cecilia Cheung) )'s in-place performance finally achieved Tingmei's glory. In addition, combining the "body beauty" function with underwear also reduces consumers' risk awareness of purchasing.
Of course, Tingmei’s success and later marketing plan are also quite unique, but the key to success lies in the concept of “wearing the perfect figure”. Since then, there has been another big hit in the Chinese market - the "body beauty trend." Tingmei, like Detox and Beauty Capsules, has not only become a brand, but also driven an industry. At present, the Federation, which is currently selling well in some areas The Oumei Ya Body Beauty Machine is a good example, and the operator of this product is a dealer of Tingmei, and the various operation methods are also in line with Tingmei.
(4) Eye patches can be used. The success of Caicai is a rare bright spot in the operation of health care products in recent years. As a single variety and a domestic traditional Chinese medicine functional cosmetic, Caicai Eye Patch has quickly launched the market with very little investment. Its brand awareness and sales have been rising steadily, becoming a brand. A rare sight in the cosmetics market in 2001, it was named one of the top ten successful marketing cases in 2001. The success of Kecai was widely praised by people in the industry. Product selection is the key to inventory of Kecai's successful marketing.
< p> Eyes age first in old age. The skin of the eyes is the most delicate, with an average thickness of only 0.5 mm, equivalent to a quarter of the skin on other parts of the face. The eyes have rich nerve tissue, almost no muscle support, and almost no sebaceous glands and sweat glands. Relatively sensitive. The human eye blinks an average of 10,000 times a day, so it is particularly susceptible to fatigue and aging.In modern life, environmental pollution, ultraviolet radiation, age, and busy work and overtime cause physiological aging of the skin. Staying up late, professional women have to face radiation from computers, air conditioners, etc., which leads to weakened metabolism, reduced circulation, and weakened resistance to external erosion. The functions of the human body's internal organs gradually decline. Urban women are facing more and more serious symptoms of skin aging, such as dark circles. , crow's feet, and eye bags often trouble modern women.
Eye problems are not only manifested in professional women, but also in a considerable number of young women due to irregular diet, frequent nightlife, and lack of sleep. With signs of aging, these people have become the most fashionable people in the city. In addition, a considerable number of female bosses and wives of boss managers also pay great attention to eye beauty care. Their spending power and market base cannot be underestimated. The three constitute the main target market that can be adopted. A summary of modern marketing rules. To achieve good success, it is necessary to ensure the organic combination of the four, namely product, planning, team and management, and the product is the foundation of the can be adopted. The characteristic of the eye patch is that it absorbs the dual advantages of health care products and cosmetics, uses them skillfully, gives full play to their strengths, and avoids their shortcomings, leaving considerable space for planning. The eye patch is a traditional Chinese medicine product and the health care of traditional Chinese medicine. The effect is well known to everyone in the country. Kecai is also a cosmetic brand. Cosmetics demand more vitality than health care products. Therefore, Kecai Eye Patch grasps two key points, reshapes the product, takes the road of internationalization, and distinguishes itself from other similar competitors. For this product, the packaging color is fresh blue, and pictures of precious traditional Chinese medicines are perfectly combined to create a modern and fashionable eye patch.
2. The "wonderful" operation. . (1) Melatonin - a "strange" classic. Melatonin is indeed "strange" in concept, but its "strange" in operation is even more classic.
Melatonin was the first to maximize the role of soft articles. Before Melatonin, soft articles were not a new thing. Basically all health care product manufacturers had used this form. However, the important role of soft articles in the marketing of health care products has been established since Melatonin. Melatonin's soft articles solve consumers' readability and credibility of advertisements through a series of techniques, and deify Melatonin.
For the first time, Melatonin successfully used books as an effective marketing tool. The marketing effect of the carefully planned book "Sweeping the World" was fully exploited. Not only was it sent directly to consumers, but the book excerpts in the form of tabloids were also delivered to thousands of people in the form of newspaper clips. Although marketing in the form of books is not the first creation of Melatonin, playing such an important role in marketing also started with Melatonin.