No gifts will be accepted during the holidays this year, only melatonin. I believe this advertising slogan has accompanied many teenagers born in the 85s and 90s, and now you can still see ads for melatonin on TV. So, The old couple who love cartoon characters seem to update their outfits every year, but many people don't know that the man behind Melatonin is actually the former business geek Shi Yuzhu. Why on earth can Shi Yuzhu make Melatonin so successful? And now Melatonin still belongs to Shi Yuzhu? Let’s find out together! The packaging of Melatonin has always been blue. Is there anything particular about this color selection? Some people have been complaining that the blue packaging of melatonin is really ugly, but the success of this packaging lies in this, because this packaging is very conspicuous among many products. If you go to the supermarket for health products, you may notice it at first sight. What you see is this blue box that doesn’t look outstanding, so you don’t need to click on the big picture thinking, which is the shelf thinking in the e-commerce era. If your details are designed well and others can’t see them at a glance, it’s all in vain. The first thing is to think about it. Platinum is successful at this. In recent years, the trend of the health care product market seems to be more negative, and melatonin can basically be regarded as the pioneer of domestic health care products. So why did Shi Yuzhu achieve great success with melatonin? 1. Found a gap in the market. There is no doubt that melatonin is one of the first batch of health care products in China. Coupled with the very strong propaganda wording, it has played into the hands of the middle-aged and elderly market, and it has been affected by the hundreds of millions spent by Juneng Calcium before. CCTV advertising ended miserably and left a lot of money behind. Shi Yuzhu learned the lesson this time and learned that there must be products with high demand and market appetite. Furthermore, consumers do not need education, but education is what they pay for. If the cost is not high, it will be easy to gain recognition. Of course, complete industry regulations are also important. Finally, by standing on the shoulders of others and assessing the situation, you can discover new opportunities. 2. Precise investment, looking for more professional marketers Shi Yuzhu is certainly one of the brightest waves in the wave of reform and opening up. He started with a debt of 4,000 yuan and ranked 8th in the "Forbes" mainland China's richest list in just 5 years. Not long after his success, hundreds of millions of yuan in wealth were wasted, and he became China's poorest man with a debt of 250 million yuan. After two years of silence, Shi Yuzhu made a comeback. Not only did he pay off the loan, but he also made himself worth hundreds of millions more. After experiencing the ups and downs, Shi Yuzhu was no longer the desperate boy he used to be. He made sure for himself According to the three investment principles, don’t invest if you are not familiar with the industry, don’t invest if you don’t have enough funds, and don’t invest if you don’t have enough talent. 3. Build your own team. The execution ability of a company is something that is invisible and intangible, but it will have a profound impact on the company. Shi Yuzhu has an unshakable employment principle - only promote people who have been trained by the internal system. , resolutely do not use airborne troops. Because he believes that internal personnel have a better understanding and inheritance of corporate culture, and their execution ability is relatively more guaranteed. For an enterprise with a well-established business model and good management, the guarantee of execution is more important than the transcendence of creation. In 2016, Qingdao Jiante Biological Investment Co., Ltd. issued an important announcement stating that Shanghai Jiante Biotechnology Co., Ltd., with Shi Yuzhu as the man behind the scenes, had withdrawn from the melatonin product sales market, no longer engaged in the melatonin product business, and transferred all its assets to The ownership of the melatonin trademark and the technology of compound melatonin and production methods were transferred to Wuxi Jiante, of which the trademark transfer price was 146 million yuan.