Zhenshiming Pharmaceutical Co., Ltd. is located in Fuzhou City, Jiangxi Province, which is "the hometown of talents" and "the state of humanity". The company mainly produces Chinese and western medicine preparations, more than 40 kinds of eye drops, and 5 products have entered the national list of essential drugs. Among them, Siwei Precious Layer Ice Boron Eye Drops (Zhenshiming Eye Drops) is made of natural pearl powder and precious natural borneol, which is mild and non-irritating, and has the effects of improving eyesight, clearing away heat and relieving spasm. They are four new traditional Chinese medicines, which are the first in China, have been included in the National Pharmacopoeia, and have been designated as juvenile prevention products by the State Education Commission. For more than forty years, Zhenshiming Pharmaceutical has been adhering to the purpose of "caring for every bit and spreading all over the world", adhering to the business philosophy of "market-oriented, relying on culture, surviving by quality and promoting development by science and technology", and making use of Zhenshiming's unique brand positioning, differentiated marketing strategy and highly competitive product research and development, and constantly pioneering and innovating in the field of ophthalmology. Looking back on these glorious history, domestic old brands will face such a problem. On the one hand, they have accumulated in the domestic market and are not worried about the immediate sales. What's more, now people are facing computers and screens all day, and the demand for domestic eye drops is growing. However, on the other hand, new products at home and abroad are constantly entering, and some major competing products are also stepping up their efforts to seize the market. Therefore, upgrading the brand in an all-round way and improving the product quality is the long-term solution, otherwise it will be eliminated sooner or later. Zhenshiming has refreshed new marketing concepts among these established domestic brands and broken the passive situation of domestic brands. At that time, Zhenshiming was faced with a new choice of "brand refresh". Zhenshiming Eye Drops has long been ranked in the top three in the domestic eye drops market, with annual sales exceeding 100 million yuan and brand awareness exceeding 40%, which has a high market share among student consumers. However, according to market research, before this, in the minds of consumers, "Zhenshiming is very cheap", "products for students", "low-grade" and "never bought it after graduation". In recent years, the rapid development of eye drops market, on the one hand, benefited from the increase in the number of myopic students, but more importantly, due to the popularization and development of computers and the Internet, symptoms such as eye fatigue and dryness of white-collar workers suddenly increased, and white-collar workers became an important part of eye drops consumers. Zhenshiming will lose a once-in-a-lifetime market opportunity if it does not refresh its brand; If Shi Ming does not adjust its strategy with the changes of the market, even the student market will be lost in a few years, because parents will have higher and higher requirements for their children to use eye drops, and they need high-quality eye drops for students. At the same time, Little Eaton, the first brand of eye drops, is also eyeing up and gradually encroaching on the student market. In addition, due to the low price, Zhenshiming does not have enough space to invest more in advertising and terminals. The real demand of Shi Ming is to raise prices and provide sufficient reasons for raising prices so that consumers are willing to accept them. After the brand has a new positioning, the choice of spokesperson is placed in front of us. We should know that choosing a brand spokesperson that meets the positioning can innovate the image of the brand in consumers' minds, arouse brand image association, embody brand personality, arouse brand recognition and increase brand rights and interests. In 2004-2006, TWINS, a popular female group in Hong Kong, launched its image spokesperson for the first time, pinning its youth, campus temperament and super popularity among students. Later, he invited Han Geng, a member of the popular Korean group, to become the first advertisement to speak for himself in his life. The image of handsome sunshine makes advertising videos popular and shared on the Internet. Looking for this route, Zhen Shiming once again boldly chose Jing M Guo, a popular post-80s writer, whose main representative novels include Fantasy City and Tiny Times. Although he is a controversial topic, his popularity among students is still lacking. This endorsement is also his first "electric shock", and the advertising language is quite creative "Jing M. Guo! It's a treasure! " Become a buzzword for a while. Zhenshiming's brand-new marketing model also includes multiple marketing combinations of internet media and offline media, and long-term "cherish action" public welfare offline marketing, which makes the brand's healthy and caring image take root in consumers' hearts. 20 1 1, Zhenshiming brought a whole year of "cherishing" gratitude activities to thank consumers for their long-term support, and through the marketing means of online activities, in gratitude feedback.