Sun Tzu's art of war marketing health care products transferred from the global procurement management channel-

Chapter 5 of Sun Tzu's Art of War says: The war situation is just odd and positive, and the change of odd and positive can't overcome poverty. Odd and positive, such as endless cycle, can be poor!

This point is very prominent in the constantly developing and changing health care products market in recent years, especially in the principle of "positive" and "odd". There are only two kinds of strategies and tactics in military war, and it is more appropriate to divide them into three kinds in the marketing practice of health care products: positive, strange and evil. The "righteousness" and "strangeness" in the marketing of health care products are basically similar to those in the military art of war. The "evil" here should also belong to the "strangeness" in the military sense, but this strangeness is a bit too strange, even beyond the scope allowed by relevant national laws and regulations (there is no restriction on the means of war in ancient military wars), so it is called "evil"

Health care products and modern marketing have only been in China for nearly ten years, so it is meaningless to talk about health care products marketing before the introduction of modern marketing. Therefore, we only talk about the marketing of health care products in the sense of modern marketing, that is, the marketing of health care products that can embody "righteousness", "strangeness" and "evil". Judging from the current health care products manufacturers, there are not many ways to make full use of "positive", "strange" and "evil", and most of them are partial to one and ignore the others. Although some manufacturers have also achieved success, it does not mean that their achievements have reached the highest level, and there is room for further progress. Judging from the means of their operation, they obviously show the characteristics of "righteousness", "strangeness" and "evil" Here, we first divide these successful manufacturers into three groups: "positive", "strange" and "evil" and analyze them respectively. In fact, manufacturers classified into a certain category do not only use the means of this school to which they belong, but the other two schools do not. It's just that their use of this method is particularly prominent, so I'll explain it first.

First, the "positive" school of health care products marketing, recruiting practical measures.

From the beginning, "positive" means "general and normal" market operation. Any enterprise will use these humble "positive" means, and any enterprise knows it. Through this general means, the marketing of products can reach a certain level, relying on skills-every part of the marketing strategy looks familiar, but it may not reach such a level for others. It's like Xiao Feng described in Jin Yong's novel "Tian Long Ba Bu". It is amazing that Mao's long fist, which is known to almost everyone, can also be superb: Mao's long fist can also be used in this way. Among the many health care products enterprises, the first one that can best represent the "orthodox" faction is Mrs. Pharmaceutical. "It's good to be a woman!" "Feminine!" "It's better to be a wife!" "Women should be quiet for a few more years!" "Just post it!" Easy stickers ",these basic advertisements are all fine advertisements. In particular, the spread of Taitai oral liquid, from packaging to advertising, all stages revolve around the freshness and fashion that consumers always pursue, and strive to lead the fashion and trend at that time, from the initial treatment of chloasma to containing F.L.A., regulating endocrine, and then promising healthy and moisturizing skin. Although the efficacy of the product remains the same, the positioning of each stage just meets the inner needs of women at that time, and at the same time, advertisements close to women's hearts and full of emotions are used.

In fact, if Mrs. Yao's success is simply attributed to the success of her advertisement, then Mrs. Yao is not qualified to represent the "orthodox" health care products enterprises. What can reflect Mrs. Li's pharmaceutical skill is that before the product was "born", every market opportunity came, market research was fully carried out, market segmentation was carried out, and market vacancies were identified, so her products were invincible after being put on the market. 1March 8, 993, the first batch of "Taitai Oral Liquid" went on the market. At that time, the health care products market in China, especially the oral liquid for women, was relatively small, and consumers' understanding of health care products remained at the level of pure royal jelly and youth treasure. Therefore, Taitai Oral Liquid seized the leading brand of women's health care products as soon as it went on the market. The same is true for the launch of OTC drugs in the future, such as Yiketie, Jingxinpuo Liquid and Zheng Yuandan. Besides, with the help of excellent professional managers in terminal display management, inventory management, channel management, dealer management and financial management, Taitai medical and health products has established a perfect and efficient marketing system by using western marketing management theory. Smooth internal communication system enables market data and trends to be conveyed to managers and decision makers in a timely and accurate manner. Professional managers' solid marketing management and advanced brand operation experience have finally made today's wife brilliant.

Of course, the "active" method of Mrs. cosmeceuticals has not reached the level that any product can be made under the current marketing environment of health care products in China. It has been widely discussed in the industry why Hanlin's lipid-lowering products are difficult to make (as far as I know, a certain brand of lipid-lowering health care products has achieved good results in some places), and the real reasons for its failure are single means and some aspects of carelessness or carelessness.

Another representative "orthodox" health care enterprise is Yangshengtang. In their own words, "five famous brands have been successfully launched in the past ten years." Duoer, Jiayuwan, Nongfu Spring, Qingzui Buccal Tablets, and Happy Vitamins, the fruit juice beverage recently launched by Nongfu Orchard also showed a good development trend. Perhaps none of Yangshengtang's products can occupy the leading position in the same industry now, but the products have such a high survival rate and success rate that no one seems to be comparable in China. Judging from the advertisements of Yangshengtang products, Doyle's attraction to women's beauty, the affection instigated by turtle pills, the misunderstanding of "a little sweetness" in Nongfu Spring, the opportunity to grow up happily (taking advantage of SARS), and the brand affinity shown in every TV advertisement and print advertisement are enough to reflect Yangshengtang's "positive" efforts. It can be seen that every product chosen by Yangshengtang has undergone in-depth research and demonstration, and it is not a decision made on a whim and only by feeling. It gives people the impression that this is an insurmountable or irreplaceable operation method of similar products, and even it is not an exaggeration to call it a classic of marketing or advertising, which is another embodiment of their "positive" school of kung fu. Compared with Mrs. Yao, Yangshengtang is more flexible and has some peculiar features in some aspects, such as the controversy over TV advertisements such as "pure water storm", "cleaning mouth" or "kissing mouth", which once attracted widespread attention from the media and people in the industry, but generally speaking, it still belongs to the "positive" school, but it is not completely positive like Mrs. Yao.

In a word, the main characteristics of "real" kung fu are: not caring about the number and novelty of means, but applying all the means in marketing textbooks to a very professional level. They fully believe that this is enough, and everything they do can be answered from marketing theory. As for those marketing methods with China characteristics that are not mentioned in the marketing, they seem dirty in their eyes, and of course they have no intention to do it. The "orthodox" school of kung fu gives people the impression that it is more complete, deeper, farther, more professional, more acceptable and has a good impression. The "orthodox" school pursues a realm of "no feature is the greatest feature" and "no trick will win".

The "odd" school of health care products marketing always has the advantage of success.

"Strange" means "special and changeable", which determines that "strange" can not be spread throughout the marketing process, but only exists in a certain link of the marketing process. They plan, discover and make use of their own advantages in a certain link of the whole marketing process, and give full play to them, so that they have incomparable advantages over their competitors. The "odd" health care products enterprises generally start from the initial stage of enterprise or product development. With these "odd" characteristics, enterprises and products can achieve rapid development. Judging from the current health care products market, the strangeness of the "strange" school often lies in the following aspects:

1, the concept of "odd". The word concept was once one of the most familiar "terms" in the health care industry. The concept of hype even once became the "conditioned reflex" of health care product operators. When they come into contact with a new product, the first question they often think of is: "Is there a concept of hype?" Everyone knows the method, but different operators have different understanding, skills and operation ability. Over the past ten years, the concepts of health care products have emerged endlessly and varied, but the most successful and impressive ones are as follows:

(1) Detoxify and beautify. The success of detoxification and beauty care not only successfully launched a product, but also made itself the first in the country (the sales volume and sales volume of health care products were the first in the country more than once), which lasted for a long time and successfully created a "detoxification" industry.

One of the wonders of "detoxification" lies in the reverse thinking from "supplement" to "discharge" before "detoxification". Almost all health care products emphasize "supplement". Although some products also put forward relatively close concepts, such as "cleaning up the garbage in the body", literally, it is not difficult to see that there are obvious differences in acceptance and stimulation between the two concepts. Although, on the whole, only one of them is also a very successful health care product, most of its sales come from the Shanghai headquarters. Speaking of which, I am also lacking in confidence, so naturally I am not so convincing. The second magic of "detoxification" lies in the ingenious conception of "poison". This kind of threatening words bring strong stimulation to consumers and arouse the sense of urgency of consumption. The traditional theoretical basis of traditional Chinese medicine will not make consumers have too many obstacles in acceptance. The three miraculous effects of "detoxification" lie in the functional combination of "detoxification" and "beauty". At first glance, there is not much connection, but after a little consideration, it makes sense. Now it seems that functional combination may become a trend in the development of health care products. Twenty-two health care functions are neither new nor easy to operate, and the ingenious combination of functions seems to solve this problem. The recent success of Wei Ting, a weight-loss health care product, can be verified. This product combines beauty beauty and weight loss, and immediately aroused the strong interest of women who love beauty. Product support does not support 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 Paidu Yang Yan Capsule, melatonin is undoubtedly more "eccentric". If the capsule of expelling toxin and nourishing beauty is destined to be a noble, then melatonin is "from slave to general", which will soon lose its freshness before it becomes red, and it is even more magical than the old gentleman's elixir. The strangeness of Paidu Yang Yan Capsule is once and for all, while melatonin is "strangeness" and then "strangeness": first, this fairy tale that looks like an ugly duckling turned into a white swan was completed, and then it was recreated in the gift market. Melamine suddenly seems to be synonymous with gifts, and even three-year-old children know that "only melatonin is accepted as a gift". The first word that Coca-Cola taught children was Coca-Cola's dream, which was easily realized by melatonin.

The "magic" of melatonin shows that operators have thoroughly studied consumers. When the product is regarded as a product for personal use, he knows what consumers think; When using the product as a gift for other purposes, he knows what consumers think. The research of melatonin operators on consumers is second to none in the health care industry. "Win more, win less." This is worth learning and learning from all marketers.

Melatonin and Jiedu Yang Yan Capsule have one thing in common, that is, the combination of functions. The latter is a combination of detoxification and beauty, while melatonin is a combination of improving sleep and relaxing bowels. This "great minds think alike" is by no means a coincidence. The rational analysis behind it is the basis and long-term guarantee for the success of the product to ensure the full benefits and visible effects of the product to consumers.

(3) Mei Ting underwear. Detoxification, beauty care and melatonin are self-created concepts, while Mei Ting underwear has some "takenism", and similar products have appeared in Japan. However, this introduced concept also reflects the keen vision of operators.

In fact, before Mei Ting, there were similar products on the market, such as belts and hip-lifting pants, but it didn't really form a climate. It was not until the emergence of Mei Ting that the "fitness" market really appeared. Before that, the "beauty" market seemed to attract the attention of all women or enterprises, and the only market close to it was weight loss. However, losing weight is very different from "fitness". Losing weight only makes people slimmer, but "body shaping" can change the defects of the human body and has great temptation to women. Because, no matter how beautiful a woman is, she will feel that her body is defective. It can be said that almost all women try their best to cover up or change their defects every day. With the rational and perceptual demands of "how many kinds of patents are there", "how to be popular abroad" and "both inside and outside", the interpretation of three advertising spokespersons (Ni Hongjie, Ryoko Nakano and Cecilia Cheung) finally made Mei Ting shine. In addition, combining the function of "body shaping" with underwear also reduces consumers' risk awareness.

Of course, Mei Ting's success and later marketing planning are also quite unique, but the key to success lies in the concept of "coming out of perfect figure". Since then, there has been a big market singer in China-"Fitness Market Tide". Mei Ting, like Paidu Yang Yan Capsule, not only achieved a brand, but also promoted an industry. At present, the federal Omeya bodybuilding machine, which sells well in some areas, is a good example, and the operator of this product is a dealer in Mei Ting, and its various operating methods are also in the same strain as those in Mei Ting.

(4) Eye masks can be used. The success of recycling is a rare highlight in the management of health care products in recent years. As a single product, as a domestic functional cosmetic of traditional Chinese medicine, the eye mask quickly started the market with little investment, and its brand awareness and sales volume continued to rise, becoming a rare sight in the 200 1 cosmetic market and being rated as one of the top ten successful marketing cases of 200 1 cosmetic market. The success of recycling has been widely praised by people in the industry. Product selection is the key to successful marketing.

Old age leads to old age. Eye skin is the most delicate, with an average thickness of only 0.5 mm, which is equivalent to a quarter of the skin in other parts of the face. Eye nerve tissue is rich, there is almost no muscle support, and there are almost no sebaceous glands in sweat glands, which is sensitive. The human eye blinks 10000 times a day on average, so it is particularly prone to fatigue and aging.

In modern life, environmental pollution, ultraviolet radiation, aging make the skin physically aging, as well as busy work, overtime and staying up late. Professional women have to face the radiation of computers and air conditioners, resulting in weakened metabolism, reduced circulation and weakened ability to resist external erosion. The function of human viscera is gradually declining, and urban women are facing more and more serious skin aging symptoms. Dark circles, crow's feet and bags under the eyes often plague modern women.

Eye problems are not only manifested in professional women, but also a considerable number of young women will show signs of eye aging because of irregular diet, frequent nightlife and lack of sleep. These people have become the most fashionable and potential consumers in the city. In addition, quite a few female bosses and their managers' wives also pay great attention to eye beauty maintenance. Their spending power is very strong, and their market base should not be underestimated. The above three constitute a summary of the modern marketing rules of the main target markets. To achieve good success, we must ensure the organic combination of the four, namely, product, planning, team and management. The product is the foundation of the foundation, and the eye mask is characterized by absorbing the dual advantages of health care products and cosmetics, skillfully using them, and reserving considerable space for planning. Eye mask is a product of traditional Chinese medicine. The health care function of traditional Chinese medicine is well known, and it is also a cosmetic. The appeal function of cosmetics is more energetic than health care products. Therefore, the eye mask grasped two key points, reformed the product, took the road of internationalization, distinguished itself from other similar competing products, positioned the packaging color in fresh blue, and brought together precious Chinese medicine pictures to make a perfect combination, and finally created a modern and fashionable eye mask.

2. "Weird" operation. (1) melatonin-a "fantastic" classic. Melatonin is indeed a "strange" in concept, but its "strange" in operation is a classic.

Melatonin was the first to play the role of soft writing to the extreme. Before melatonin, soft writing is nothing new, and basically all health care products manufacturers have used this form. However, the important role of soft text in the marketing of health care products was established from melatonin. The soft text of melatonin solves the readability and credibility of consumer advertisements through a series of techniques, and deifies melatonin.

For the first time, melatonin successfully used books as an effective marketing tool. After careful planning, the marketing function of Sweeping the World has been fully explored. Not only sent directly to consumers, but also excerpts in the form of tabloids are delivered to thousands of people in the form of newspaper clippings. Although marketing in the form of books is not the first creation of melatonin, it is also the beginning of playing such an important role in marketing.