Three strains of oral liquid, sun god, Chinese turtle essence, 505 vitality belt, do you remember these former health care products "artifact"?Since the first decade of the last century, all kinds of health care products have been born, opening the way with advertising, some people say that brown sugar water is the essence of soft-shelled turtle, some people take health care products as medicine to sell, the people have to pay, manufacturers have made a lot of money, and jointly deduced an absurd and real era.
Today, let's take stock of the top ten products that have fallen off the altar.
Tenth: Brain platinum.
Brain platinum, brain **, partner, these three products are enough to be gods in the history of Chinese health care products, all from the same person's handwriting, this person is called Shi Yuzhu, he also founded a giant online game company, which has a game called "Journey".
Have you ever had the fear of being dominated by advertising?In China, if you want to rate the most annoying advertisement, Brain Platinum is expected to like to be at the top of the list. "There will be no gifts for the Chinese New Year this year, only brain platinum will be accepted for gifts", such a magical advertisement has been broadcast on TV for 20 years, and it is still broadcast today. However, compared with the advertising of brain platinum, the advertising of the partner is even more magical, after all, the frequency of the brain platinum is high at most, and to put it bluntly, it is broadcast every day until it annoys you to death, but the advertising slogan of the partner is to win with "quality".
Come, read it: "* Partner to send father, mother, brother, sister, grandfather, grandmother, teacher, aunt, this year's gift** partner." If it's not exciting enough, read on: "* Partner to send elders, good waist, good legs, good spirits." **Partner to send women, delicate and ruddy and shiny. **Partner to send children, tall and Xi good school. ”
However, we don't know whether the product has any effect or not, but it is certain that the sales are absolutely good. According to the statistics of the National Bureau of Statistics, from 2000 to 2007, Brain Platinum won the first place in the sales of single health care products in China for 8 consecutive years, and the first partner also won the "sales ranking of similar products" for five consecutive years. In just ten years, brain platinum has attracted 10 billion gold, and the **partner** has also pocketed billions of real gold**.
However, how long can health care products like brain platinum be sold in the future?And can latecomers continue to replicate Shi Yuzhu's wealth myth in the health care product market?This is a big question mark.
After all, consumers are not stupid, they will see through sooner or later.
Ninth: Good back.
For the post-80s and post-90s, the good back is a memory that accompanies them throughout their youth. The powerful ** effect still makes this generation feel afraid of being dominated. Founded in 1999, the main focus is to correct scoliosis, whether it has any effect I don't know, but with overwhelming advertising, it quickly became popular all over the country. At that time, almost everyone around me had a good back, and parents tied this "artifact" to their children in order to correct their children's hunchback.
In 2005, Beibeijia ushered in a highlight moment, they hired "Supergirl" He Jie to endorse and sing the advertising song "Happy Baby" for Beibeijia, which made Beibeijia stand at the peak of traffic and soar in performance. It is said that as early as 2000, the sales performance of Beibeijia has been as high as 4500 million yuan, the ability to absorb gold is amazing.
But this influencer product, which claims to correct posture and shape shape, has been controversial since its inception. As early as more than ten years ago, the topic of whether Beibei Jia is an IQ tax has been repeatedly raised. Around 2006, a large number of parents complained and reported Beibeijia, and finally pushed Beibeijia off the altar.
Although the myth is no longer there, the man behind the back of the best, Du Guoying, a "marketing golden finger" who has successively created a good memory star, an e-person e-book, a 8848 titanium mobile phone, and a small pot of tea, has already made a lot of money, and turned around to invest in the next wealth gold mine.
Xu Zhimo waved his sleeves and did not take away a single cloud. And he Du Guoying, put on a dozen advertisements and took away billions of cash.
Eighth: Haci Cup Haci Five Elements Needle.
In the history of Chinese health care products, Haci deserves to be in the annals of history. As the true originator of China's TV shopping, this company has launched two health care "artifacts" that shake the rivers and lakes: Haci Wuxing Needle, and a purported omnipotent cup, Haci Cup.
I remember when I was a child, every day during the garbage hour on TV, I was broadcasting that Haci advertisement. Other advertisements are a few seconds, but their advertisements are more than ten minutes long and often rotated. In the words of a sketch actor: Others are asking for money, they are desperate!On TV, the "expert" in a white coat gave a serious explanation, which looked solemn and serious, and the "patients" they invited were foaming at the mouth to share their miraculous curative effects after using the Haci cup - probably meaning, I used to have backache, back pain, and it was difficult to go up to the second floor, but since I used the cup of Haci, I went to the fifth floor in one breath, my waist is not sore, my legs are not painful, hey, I have become smart!
This wave of operations is absolutely amazing. However, although in retrospect, you will think that such advertisements are simply low-level, but in those days, it was just too effective. Many people just watched the advertisements on TV stations and went to buy cups. The performance speaks for itself, Haci at his peak was simply crazy, with an annual revenue of more than 300 million. The violent performance pushed Haci's "behind-the-scenes" Guo Liwen to the altar, and he also appeared on the "Forbes Rich List" in a grand manner.
However, the myth will one day be shattered. When Haci's performance declined, Guo Liwen, the "behind-the-scenes**", secretly sold **, cashed out billions, and ran away to the United States, leaving a lot of chicken feathers.
Seventh: malt milk essence.
Friends of the post-80s, do you remember malt cream?That kind of magical particle, like the mark of an era, quietly lives in the depths of our memory. Back then, this kind of thing called malt milk essence was like a storm that swept across the country. Wherever you go, in the most remote corners, you can see jars of malt cream on the shelves of the store. Sweet taste, in that era of undernutrition, malt milk essence is the feast of our childhood taste buds.
Unfortunately, the good times were short-lived. Although it accompanies our childhood and gives us the best memories, it is only a nutraceutical food that has been over-deified. It turns out that the protein content of this "artifact", which was once praised to the sky, is actually very low, and it can even be said to be pitifully low, not even one-third of milk powder. And its fat content is negligible.
With the development of the times, malt milk essence gradually faded out of our lives. To be fair, although the efficacy of malt milk essence is exaggerated, considering the background of that era, the common people were generally malnourished, and even the problem of food and clothing had not been solved.
At least, other manufacturers didn't say that it could cure diseases.
Sixth: Extreme grass 5x
Look at the ads first. "Cordyceps, now start eating it in your mouth. More than ten years ago, a product called "Jicao 5X" became the darling of China's high-end gift market, and the stock price of its parent company also soared, knocking on the market value of 10 billion. Cordyceps sinensis, a rare fungus of Cordyceps, is distributed in alpine places such as Qinghai, Sichuan, and Gansu, and is touted as the "Oriental Sacred Grass" by the capital market because of its very rare production. And Jicao 5X, with a black technology called "cell-level membrane permeabilization and wall-breaking micronized powder technology", is said to be able to make this grass break out of the cocoon and become a butterfly, and the efficiency is increased by 7 times.
However, I don't know if it can really increase the efficiency of Cordyceps by 7 times, but the price of Jicao 5X is really crushing Cordyceps. A bottle of Jicao 5x pure powder lozenges is priced at 16,900 yuan, three times that of **. This wave of operations made the experts shake their heads, and they could not find the theoretical basis of the extreme grass.
In the face of overwhelming doubts, Jicao chose to fight back strongly. But in a lawsuit entanglement with Wang Hai, a "fake celebrity", Jicao became notorious. In 2016, the wheel of fate ran over, and "Jicao 5X" was ordered to stop production by the State Food and Drug Administration. A generation of "Shencao" came to an end, and Zhang Xuefeng, the driving force behind it, left the scene gloomily.
A few years later, this "plateau golden finger" Zhang Xuefeng, he came back. This time, he brought a bottle of wine, Tinghua, for 5860,000, more than 40 times the guide price of Feitian Moutai.
On the official website of Tinghuajiu, Zhang Xuefeng's heartfelt idea of creating Tinghuajiu was revealed: "If it weren't for that dream, we wouldn't have thought of the magical effect of saliva, and we wouldn't have been able to listen to flowers." "What kind of dream is it that makes him go out of the mountain again to listen to flower wine?
One day, he dreamed of an old man with a gold rope around his waist and fluttering white hair (that is, Taishang Laojun), waving the dust to write a "live" word in his palm, and then flew away.
After waking up, Zhang Xuefeng was empowered and listened to the advent of flower wine.
Fifth: Mrs. oral liquid.
spent 90,000 yuan to buy a formula and sold 45 billion in A shares", this is the news headline that has been leaked out recently. And this amazing man, his name is Zhu Baoguo, and it is said that he is better than Shi Yuzhu. In 1992, Zhu Baoguo, a native of Henan, used 90,000 yuan to buy a formula from an old Chinese medicine doctor that was said to have a good effect on maintaining qi and blood. Subsequently, it took him more than ten years to create an invincible wife oral liquid.
Back then, Mrs. Oral Liquid successfully attracted a large number of female consumers with a selling point of nourishing blood and nourishing qi. In terms of marketing, Zhu Baoguo is well versed in the truth that "the fragrance of wine is also afraid of deep alleys", not to mention that it is really impossible to say whether the wine is fragrant or not!Zhu Guobao is also familiar with advertising bombardment, and spends a lot of money to invite big-name female stars, from Mao Amin, Zhao Yazhi to Lin Chiling, generation after generation of goddesses, who have become the advertising spokesperson of Mrs. Oral Liquid in different eras. So, relying on this magical "single product", it has been selling well for 20 years and has earned tens of billions of nuggets.
With the success of Mrs. Oral Liquid, Zhu Baoguo successfully sent his Jianxingyuan Pharmaceutical and Livzon Pharmaceutical to A-shares, and today, the market value of the two companies is as high as 22.5 billion and 31.7 billion respectively.
From 90,000 yuan to 50 billion yuan, Zhu Baoguo, who has made a fortune of thousands of pounds, has also left his name in the history of China's health care products.
Fourth: nuclear energy for life.
In the 90s of the last century, the health care products have always been inseparable from one name: Ma Junren. Ma Junren has many identities, the champion coach, the chairman of the Tibetan Mastiff Association, but at the same time, he is also the "golden finger" in the field of health care products. Chinese turtle essence, a health care product that can go down in history, has a deep relationship with him. In addition to the Chinese turtle essence, he also got involved in a health care product company based in Guangdong: Life Nuclear Energy, and the process was full of absurd, bizarre and funny plots.
Back then, in order to make life nuclear energy sell, the boss of this company found Coach Ma, and the two met, and the manufacturer secretly handed over the product formula to Ma Junren for "guidance", and then Coach Ma "personally developed it", and after the formula was successfully developed, the formula was sold to the life nuclear energy manufacturer for 10 million **. It is said that in order to create marketing effects, the two sides held a vigorous press conference and patent transfer ceremony at the most luxurious China Hotel in Guangzhou.
It is said that on that day, the sky was clear and the sun was shining brightly in Guangzhou. The palatial China Hotel is fluttering with colorful flags, gongs and drums are noisy, and reporters are witnessing this sacred moment together.
With the blessing of Coach Ma, the Life Core Energy picked up a hanging halfway. It was on the market, and sales soared all the way. It's a pity that the good times didn't last long, and with Coach Ma's withdrawal from the sports world, the life nuclear energy also overturned.
Coach Cheng Yema, Coach Defeat Yema.
Third: turtle turtle pills.
A salesman went to visit the old man, and the two old men were killing soft-shelled turtles, and the salesman smiled and said, "Are you still busy?"Now there are turtle and turtle pills, one in the morning and one in the evening, which is like eating soft-shelled turtle every day!
Remember this ad?The health care product in this advertisement is the famous Hainan turtle and turtle pill. In the nineties of the last century, it was really the era of Chinese health care products fairy fights, all kinds of sickles wielded, oh no, it was all kinds of health care products hanging pots to help the world. During that period, the common people had just had some money, and they were relatively simple, so they were convinced of advertising. But their trust, to some health care product merchants, has become a breakthrough point to promote products, and therefore gave birth to health care product giants such as Sanzhu, Chinese Turtle Essence, and 505 Divine Skill Vitality Belt, of course, including this turtle pill product.
However, the interesting thing is that unlike the Chinese soft-shelled turtle essence, which claims that the raw materials of the product are taken from wild soft-shelled turtles, but behind the scenes it is a routine of selling brown sugar water, this turtle and turtle pill in Hainan is really worthy of its name, because the raw materials of their products are indeed taken from wild soft-shelled turtles. But here's the problem, because at that time, the environmental awareness of the people in China began to awaken, and people realized that nature needs to be guarded together, and the wild animals that live with humans must also be treated kindly by us. Wild animals, including the king of nature.
Therefore, the common people are very disgusted by the turtle turtle pill's behavior of hunting wild kings. Around 2001, many animal lovers launched a boycott of turtle pills through the Internet, triggering supervision and interference from relevant state departments. Under the surging public opinion and regulatory interference, Turtle Pill was forced to stop production and quietly withdrew from history.
So, the boss behind this company started selling water. Thirty years later, he reached the pinnacle of his life and became the richest man in China.
Second: Zhenhua 851
Zhenhua 851 can be called the originator of China's health care products, opening the prelude to the battle of 100 groups of health care products. From this time on, the "classical school" represented by the sun god, three plants, 505 yuan qi bag, and Chinese turtle essence, to the "innovative school" represented by brain platinum, life No. 1, and Hongmao medicinal wine, and then to the "black technology school" represented by direct sales and micro-business, they went forward one after another, worked tirelessly, and worked day and night to promote health care products and cut the leeks of the common people.
In 1988, Professor Yang Zhenhua started a business in Fuzhou and launched the "Zhenhua 851" super nutrient solution. It is said that this nutrient solution is a health drink based on the 851 bacteria, which has a good inhibitory effect on certain cancer cells, invented by Professor Yang, and contains a variety of amino acids and vitamins required by the human body. From the current point of view, this kind of marketing discourse is too low. But in that era, it was the first time in China that someone labeled the drink as "physical fitness", which was an epoch-making large-scale and large-scale production. Therefore, Zhenhua 851 soon set off a small climax and successfully attracted three people.
Wu Shanxin in Baotou, Wu Liji and Xu Yanhua in Hohhot. Under the planning of these three bulls, Zhenhua 851 went to CCTV, won the designated products of the Asian Games, and the advertising bombardment was wave after wave, and finally sold Zhenhua 851 to the north and south of the world, achieving a great cause of earth-shattering ghosts and gods. After this battle, Wu Liji and Xu Yanhua officially entered the domestic health care product market and became the health care product tycoons who dominated the party. Wu Bingxin, on the other hand, brought all the "Inner Mongolia" dealer networks under his command, and created a real health care product empire in Jinan, a famous historical and cultural city in China: Sanzhu.
Compared with the "great achievements" of the three strains in the future, this pioneering Zhenhua 851, although it has also achieved great commercial success, it seems to be a bit suspicious of others.
A song of Zhang Bichen's "Cool and Cool" was given to it.
First: three strains of oral liquid.
In the night sky of the splendid history of Chinese health care products, Sanzhu is undoubtedly the brightest star. And the man who started the business of Sanzhu is Wu Bingxin, who started with Zhenhua 851. In 1992, Wu Bingxin won a small pharmaceutical factory in Jinan for 300,000 yuan, and then in just one year, the performance of this small pharmaceutical factory reached 100 million. Four years later, that number became 8 billion!Let's ask in today's world of health care products, I, Wu Bingxin, look down on all living beings, who is competing?
How did Wu Bingxin do it?Two walks of road. In the air, advertising opens the way, and TV advertising is invested. On the ground, 150,000 salesmen went deep into the rural and township markets, carried out street sweeping sales, wall advertisements for me to brush, small leaflets for me, and said that three plants are good, and three plants have miraculous effects when they drink!Even, on the walls of some rural areas, a frenzied advertising slogan appeared:
If you are sick, please drink three plants. ”
Selling health care products as medicine, the invincible empire of three health care products has already laid a landmine for itself. It's just that it was ** that finally ignited this mine. They wrote a report, and the title of this report was "Eight Bottles and Three Plants Drink to Death an Old Man." Although it was later confirmed that the death of the old man was not directly related to the Sanzhu product, Sanzhu also won the lawsuit. But he won the lawsuit, but he lost his reputation, and the three plants that fell off the altar were no longer able to return to the sky.
Seeing him raise a tall building and feast guests, he saw his building collapse.