The reason for the success of Melatonin’s soft article is the publicity highlights, as follows:

1. In the publicity process, “melatonin” was not used, but more intuitive and A name that is more conducive to communication is "melatonin".

2. Adopt the market strategy of “rural areas surrounding cities”. Specific policies: starting from small cities, moving into medium-sized cities, and approaching big cities.

3. Soft article hype strategy. A large number of soft articles are due to the market startup stage. When the company has not made an appearance and consumers have not yet become wary, the concept of melatonin is implanted in consumers' minds, providing a good foundation for future brand promotion.

Melatonin once left its advertisements and famous name in the hearts of several generations. The brainwashing advertisement "No gifts will be accepted during the holidays this year, only melatonin will be accepted as gifts" once became a popular idea among this generation of young people. One of my childhood memories. In fact, it was 1998 when Shi Yuzhu was burdened with huge debts. With 500,000 yuan of borrowed funds, he miraculously opened up sales for melatonin.

Extended information:

When Melatonin was launched, it first published soft news articles, such as "Can humans live forever?", "Two biological atomic bombs", etc. There are no advertisements embedded in these soft articles, they just exaggerate an organ in the body called the "melatonin body". People are curious, and people are always most concerned about things related to their own interests.

So these soft articles with news nature immediately attracted the attention of users. These soft articles are like shock waves one after another, constantly impacting users' eyeballs. In the eyes of readers, the authority and authenticity of these articles are beyond doubt. Although there is no trace of advertising in these articles, the suspense and mystery of Melatonin are successfully created.

After the first stage of soft articles successfully attracted people's attention and made everyone full of expectations for Melatonin, a series of popular science (efficacy) soft articles followed, such as not having a bowel movement in one day is equivalent to smoking three packs. Smoking, there is a clock in the human body, Zhang Xueliang who sleeps in summer, how astronauts sleep, people can only live five days without sleep, is a woman at forty a flower or a waste of tofu, etc.

These articles mainly explain the harm to the human body from two aspects: lack of sleep and poor intestinal tract, and guide people on how to overcome these harms. At the same time, the efficacy of melatonin is once again integrated into this process, and the importance of melatonin is repeatedly emphasized.

Because these articles do not advertise, but use facts and reasoning to popularize science knowledge and tell everyone how to live healthier and longer. All articles are convincing with reason, so readers After reading it, I was convinced.