The so-called popular marketing simply means that enterprises spread the same information to consumers through the same products or services when implementing marketing strategies, so as to attract target consumers to buy, so as to realize the scale market value of products. Almost since the health care products began to form a real emerging industry, most mainstream health care products brands have adopted this marketing model. Success is also welcome, and failure is also welcome. Wanji pharmaceutical's Wanji ginseng and women's beauty products are typical representatives of popular marketing. Wanji Yang Shen has attracted thousands of consumers in Qian Qian by spreading the standard message of "Take Wanji home to see his parents". Women's beauty capsules and beauty oral liquid conveyed the efficacy of "removing spots and beauty without anemia" and the promise of "white inside and red outside without makeup" to thousands of consumers in Qian Qian, and quickly established their market position in women's beauty and health care products. In these marketing processes, Wanji Pharmaceutical did not deeply understand any individual characteristics of consumers, but only needed to understand statistical information. This is a typical popular marketing model. However, the main health care products enterprises in the market, such as former Taitai Pharmaceutical, Hunan Taier, Taiji Pharmaceutical, Yangshengtang, Jinri and Kangfulai, also adopt popular marketing strategies. The popular marketing model of health care products is a model that can quickly gain market share and expand the market, and it is also a market model with great risks. Is it the only mode to become a leading brand? Is there a new model that can quickly gain high market share and control risks? Whether it is a leading brand in the market or a health care product brand newly entered or ready to enter, business leaders and senior marketing managers who operate these brands are thinking about this issue. Take a look at the failure example: after accumulating the successful experience in managing Taitai Oral Liquid, the former Taitai Pharmaceutical Company once launched products such as beauty pollen, dysmenorrhea oral liquid, Hanlin fat clearing, etc. Each brand invested a lot of resources and adopted the current popular marketing model, but after suffering a lot, it was unable to grasp the future prospects, so it had to fade out of the market. There are also many brands, which can't make further adjustments in products and brand strategies after adopting the popular marketing model, and decline at an alarming rate, such as Sun God, Zhu San, Biyang, etc., both successful and unsuccessful. The confusion of the mass marketing model should be admitted that the mass marketing model has brought sales miracles to many health care products brands and created a brand-new health care industry. But it is precisely because of this marketing method that in the ups and downs of health care products brands, consumers are gradually maturing, learning to identify, no longer blindly believing in advertisements, and beginning to know the harm that many false health care products advertisements bring to them. Every experience, consumers' needs and preferences will change. Who can be keenly aware of this change and modify their marketing strategies to adapt to this change, who can continue to succeed. Many health care products operators are sighing: the current market is too difficult to do! Competition costs are rising, channel pressure is increasing, the terms of trade of supermarkets and chain stores are unbearable, and consumers' tastes are becoming more and more complicated and difficult to adapt. Everything seems to be changing and unpredictable. In fact, among all the changes, only one factor is the most fundamental change, and other changes are only changes corresponding to this factor. Why is the cost of competition rising? Because there are many brands that attract consumers, each brand should strive to grasp the needs and preferences of consumers, so it needs to invest more resources to compete than in the past; Why does the channel pressure increase? Because many customers are operating, in order to meet the needs of consumers, they must compete with each other, which increases the difficulty for manufacturers to deal with channel conflicts and channel management, and also increases the cost; Why are the trade terms of supermarkets and chain stores stricter? Because consumers prefer low prices, retail terminals have to reduce prices, and the expenses needed to maintain operations and the returns needed for investment can only be compensated from suppliers. Therefore, the change of consumers' needs and preferences is the root of all changes. Almost all changes in the marketing environment can be explained by changes in consumer needs and preferences. The popular marketing model is trying to adapt to these changes in order to continue to serve for gaining market share and realizing market value. But obviously, this model can't adapt to every aspect of demand and preference changes, and it has its own limitations. Marketing is a challenging field and there is no fixed marketing model. The popular marketing model is just one of them. Knowing that consumers' needs and preferences are constantly changing, then the marketing model must strive to adapt to this change. In this way, it is natural to constantly explore new models, reflect on and innovate traditional models. The new marketing trend and characteristic is to pay attention to quality, value and customer satisfaction. Now, a few health care products enterprises have begun to understand that consumers pay special attention to whether the functions and effects brought by products and services are true and whether the money paid has obtained the corresponding use value when making purchase decisions. Because of this, health care products enterprises, like other enterprises, must reduce costs and meet consumers' expectations at appropriate prices. The reduction of gross profit space leads to the corresponding impact on the operating space of health care product marketing expenses. What should I do when the cost is not enough to support the implementation of the traditional marketing model? This is a problem faced by all health care products enterprises. Pay attention to loyalty, successful marketing, can not only be satisfied with temporary sales. Nowadays, consumers are faced with too many choices, and their purchase motives are very complicated, and they are also easily influenced by many factors. In the popular marketing mode, the loyalty of consumers cultivated by advertising often changes because of the price of 1 ~ 2 yuan or a box of gifts. Today's marketing, how to make consumers continue to buy, and how to establish a lasting relationship between brands and consumers is a very difficult thing. These, mass marketing can't be completely done. Service marketing has received unprecedented attention. Nowadays, more and more people are engaged in service work, and more and more enterprises have successfully deduced product models in profit design, which extend to the follow-up service links and obtain the profits generated in the after-sales process. Since 200 1 year, more and more health care products enterprises have applied service marketing model to product marketing and achieved unprecedented success. These enterprises didn't attract public attention because they didn't adopt the popular marketing model. When large enterprises that have always adopted popular marketing models turn a blind eye to these models and think that it is difficult for enterprises that adopt these models to become a big climate, they have already burned the flames of war for consumers to the doorstep of these large enterprises. When these enterprises suddenly find that their target consumers have flowed into a large number of health care products enterprises that adopt the service marketing model, their opponents have become behemoths and powerful competitors of enterprises that adopt the mass marketing model. More and more attention has been paid to the professional ethics in marketing behavior, and consumers are increasingly wary of misleading in sales behavior and exaggerated elements in advertisements. It is precisely because a large number of health care products enterprises once lacked honesty in advertising communication that the strange "short-lived phenomenon" of health care products was caused. Today, even a humble health care product enterprise has begun to pay attention to the moral factors in the marketing process. What is the biggest concern of mass marketing? The mass marketing model of health products used to be an important means of success for most mainstream enterprises, but it is gradually becoming a huge burden in some enterprises. This burden is not only reflected in the demand for resources, but also in the company's grasp of the market after the products enter the market. Because consumers are changing and the market is changing, with this change, the popular marketing model must also make corresponding changes in some aspects. Unfortunately, innovation is usually difficult. This requires not only great courage, but also excellent marketing wisdom. What are the concerns of health care products enterprises that have successfully adopted the mass marketing model when they continue to use this model? The dissemination of product information is seriously insufficient, and the popular marketing model adopts standard information, trying to make all consumers accept it through advertising and other means of communication, and then produce purchase. This standard information is usually very simple. Traditional advertising theory also requires a single message, so that communication is powerful and consumers can easily remember it. In specific operations, we often want to tell consumers a lot of information related to products and services in advertisements, but at the same time we know that this is impossible. Because mass marketing is adopted, the main means of communication is advertising, and advertising has its own operating rules. On the other hand, consumers want to know more information when they decide to buy, and enterprises do have a lot of valuable information to tell them. Moreover, if consumers can grasp this information at the same time, it will play a huge role in attracting them to try to buy. However, this cannot be achieved through popular marketing models. The marketing model can not meet the needs of consumers, which is a great pity for enterprises that make profits through products. Channel costs have further increased. All enterprises that adopt the popular marketing model have very similar channel models, and all distribute their products to retailers through distributors. Because of adapting to the changes in consumer demand, hypermarkets and supermarket chains have developed rapidly in China. Enterprises adopting popular marketing mode must enter these retail channels and realize product sales mainly through these retail channels. In order to meet the needs of consumers and cope with the competition between channels, retailers mainly compete through price means, and it is difficult to fully compensate the expenses needed for operation and the profits needed for investment through commodity price difference. What can we do? We can only charge various fees from suppliers. The popular marketing model, without these channels, it is impossible to sell products in other ways, so it often becomes a customer who contributes to the cost. Because the marketing characteristics of health care products can neither be "sales contribution" suppliers such as Procter & Gamble, Unilever and Jinlong Fish Oil, nor "profit contribution" suppliers, the high or even rising channel fees have become a heavy burden for users of mass marketing mode. The typical means to increase the marketing risk of new products is to achieve retail coverage through large retailers, which requires a lot of commodity costs and transaction costs; To spread new product information and establish a new brand image through high-frequency advertisements requires a lot of media investment; The successful promotion of the terminal through strong promotion requires various names and high display fees, promotion fees, promotion management fees, promotion staff salaries, etc. In addition, other kinds of ground promotion activities in cooperation with the air media also need a lot of money. Therefore, once the popular marketing model is adopted to promote new products, the cost is usually high. Service can't meet the needs of consumers. In the process of purchasing health care products, consumers often want to get other information after choosing products, such as: how long will it take to see the effect? What if it doesn't work? How did my physical problems come about? Are there any side effects from eating for a long time? I feel a little sick. Does it have anything to do with eating this product? I feel good after eating this. I have some other questions. What can I do to improve them? Can other people in my family eat this? What should I do to stay healthy for a long time? What if the effect rebounds? It is too expensive to eat for a long time, and the effect is not good if you don't eat for a long time. Is there any other way? Can you provide other services besides products? All this is beyond the reach of traditional mass marketing. As we all know, the price of media advertisements has increased several times in recent years. The increase of advertising price leads to the increase of media cost; Many products are crowded in the limited advertising time, which makes the product and brand information more difficult to highlight; The means and technology of operating media are becoming more and more complex, and a little carelessness may lead to the decline of advertising effect. Accordingly, advertising is an important means of mass marketing and cannot be abandoned at all. In this way, the decline of advertising effect has brought heavy pressure to health care products enterprises.