The world moves forward because of the silent dedication of many.
Insurance is hot I complained to a friend that my health was getting worse and I felt no security. My friend suddenly asked, "Have you bought critical illness insurance?" I shook my head and said I only had the basic social insurance from my company. My friend said scornfully, "As the breadwinner of your family, you should buy one, for yourself and for your family."
A few days later, at a dinner before the company's monthly meeting, I asked my colleagues who had bought insurance. Among the seven or eight people there, I was the only one who hadn't. Some had even bought two or three types of insurance.
Wow, in the past, when insurance was mentioned, didn't everyone hate it? It felt like a bunch of people cursing you to get sick. When you pay, you're treated like a king; when you claim, you're treated like a servant.
When I voiced this opinion, my colleagues scolded me and used their own examples to show me how timely reimbursements were after illness. It was just my own prejudice.
After being lectured, I couldn't help but recall that years ago, because I wanted to be in the same city as my first love, but couldn't find a suitable job in that small city, the only place that would hire me was an insurance company. But the daily hype made me leave after just the training. At that time, I equated insurance with pyramid schemes. After all, my disgust for it made me even give up love (actually, the girl dumped me).
Opening my social media, I found more and more people around me leaving their original work circles to join the insurance industry. I was just stubbornly unaware of the changes around me.
That day, I helped a friend fight for his rights. He had worked at Uni-President for thirteen years and was ruthlessly kicked out. Now he works in insurance while suing the company.
I asked him, "Is insurance business good now?"
He said, "Yes, at least I feel it's better than FMCG. And I'm mainly recruiting people from FMCG because they can endure more hardship. The income is much better than in FMCG."
I asked, "Really? I remember insurance was always equated with pyramid schemes."
He said, "That's old news. With the improvement of economic levels, people are paying more attention to safety awareness. And in recent years, insurance teams have indeed made consumers feel that they help solve problems when you encounter difficulties."
He said, "The insurance your company buys is just basic medical insurance. Once a major accident or disease occurs, it can't solve any problem. You can't rely on social donations every day. Especially with platforms like Qingsongchou, people are constantly reflecting: why didn't these people buy insurance? No one's money comes from the wind."
He said, "Of course, now people are paying more and more attention to insurance, and more people are entering the industry. But those with deeper qualifications still earn more. After all, they built this market bit by bit, so naturally they should get more income."
Well, when I thought this concept suddenly became hot, it was just because I hadn't paid attention. In fact, while I was unaware, others were working hard. Even in ways I disliked, others were striving. After all, they don't live for me alone; the world won't change because of my ignorance.
Nothing becomes hot suddenly, and no concept changes suddenly. If you think it's sudden, it's just that you haven't seen others' efforts.
Soda water is hot What product is the hottest this year? Some say functional drinks. Lao Na thinks this is a false proposition. It's just that everyone saw the brand problem with Red Bull and swarmed in. No company is thinking about expanding the functional drink market; they're thinking about how to grab a share of Red Bull's market.
So this year, factories that do OEM for functional drinks should be excited, as they suddenly have so many new clients. But even Red Bull's market is shrinking, so why should other brands be able to do bigger than Red Bull? Just because they're cheaper?
On the contrary, a less-noticed category has exploded—soda water. Currently, soda water comes in naturally carbonated and artificially carbonated forms. Either way, it's exploded this year. A friend said their company completed the annual target in the first three months. In Dayi County, Sichuan, with a population of only 500,000, their sales reached 200,000 cases.
To verify his data, I looked at their event at a scenic spot during the May Day holiday. In one day, soda water sales nearly equaled the combined sales of Wahaha, Uni-President, and Nongfu. Moreover, the consumer self-order rate and repeat purchase rate far exceeded these three major brands.
He said proudly, "Our company has defined the shape of soda water—the small square bottle. Our price for a case of 24 bottles is three to four yuan higher than Baishuishan. But even so, my payment amount is already three times last year's."
I knew this company, and I knew soda water. Since 2012, a batch of soda water companies emerged, creating a wave. However, at that time, people didn't accept soda water, and the market was still dominated by beverages. Most soda water companies failed.
But only this company persisted. As people became more averse to sugary drinks and more health-conscious, soda water became increasingly popular.
Compared to the high-profile beverage brands, soda water is quietly making money. With the concept of relieving hangovers and nourishing the stomach, it spread by word of mouth among consumers. And with the arrival of the second-child era, soda water was even hyped as a secret recipe for having a son.
I don't want to criticize this preference for sons over daughters, but it's indeed a traditional demand in China. These days, even old ladies throw coins into airplane engines for blessings, so how can we stop such beliefs? Moreover, on Zhihu, there are dedicated discussions about whether drinking soda water can help conceive a son.
Whatever the strategy or whoever the promoter, soda water is hot, and my friend's salary has increased. My friend said, "Although I think our company is quite old-fashioned—we still use pencils to write expense plans, and the salespeople don't even know the eight-step visit procedure—but everyone persists and never gives up no matter the difficulties. That spirit is worth learning."
Our level may not be high, but we work harder than others. Many legends have made this category successful, but no one sees the efforts of soda water people.
When the wind blew in 2012, how many companies chose to give up? When functional drinks became hot in 2017, how many companies rushed in? But our company never gave up, only focused on enriching categories and adjusting taste, and persisted until today's rewards.
What will be the next hot thing? I've mentioned two currently hot projects. Of course, there's still a chance to enter now, but it's a bit late. If I were to recommend the next project, I'd choose—selenium water.
Many readers of my articles know that due to my personality, I often offend sponsors and rarely accept sponsored posts. But if I do accept a product, I personally test the taste and the company's philosophy.
Some friends say I'm basically staking my reputation to endorse companies, which is risky. I think as an FMCG person, if I don't approve of the product myself and just advertise for money, that's a greater insult to my reputation.
We see many public accounts advertising for companies, either with shocking headlines or praising the company as awesome. Basically, if you change the brand name in the ad, you won't remember what was promoted.
So now distributors are finding it harder, but they're also getting smarter.
I think selenium water will be the next hot thing. Indeed, I've accepted such a product—Hanshui Selenium Valley. True Selenium Water. It's this product that made me understand the role of selenium. Selenium is known as the "king of anti-cancer" and "king of longevity elements."
I can't just get cancer to write copy for this product, right? That would be too dedicated. But luckily, I have another disease—diabetes. And another function of selenium is to control diabetes.
Before writing the copy, the sales director of Shaanxi Selenium Valley Industry Development Co., Ltd. sent me eight boxes of water. While drinking it, my blood sugar was 1 point lower than when not drinking (equivalent to 2 units of insulin).
After confirming the product's effect, I also looked into the manufacturer's strength.
Shaanxi Selenium Valley Industry Development Co., Ltd. is a subsidiary of Shaanxi Coal Group, invested and established by Shaanxi Southern Investment Development Co., Ltd. From its birth, this brand carries the mission of transforming Shaanxi's heavy industry to light industry. It's also a new direction Shaanxi Coal Group is seeking for its future, and a direction traditional Chinese state-owned enterprises are seeking in the new era.
(Play: White Deer Plain)
Water source: With 7,500 years of history, it's the only selenium-rich water source in the Qinling Mountains. Its uniqueness ensures the water's rarity.
Team: This time, Hanshui Selenium Valley. True Selenium Water has a professional FMCG team, with a sales director who has 13 years of FMCG experience.
It can be said this is a good company with strength, team, and water source. The only thing that seems worrying is their ambition?
Sales Director Guo Ming said, "Although people's awareness of selenium is insufficient now, we are confident that this concept will become hotter in the next 2-3 years. The company has been sharpening this sword for seven years. We are confident in its power; it's just a matter of time. But only by doing it early and making consumers aware early can we harvest earlier."
This dividend is still blocked by a stone. What we need to do is blast a hole in that stone.
Yes, nothing yields results the day after investment. Everything you see has countless people working behind it. Many people may wait for the fruit to ripen before picking it, like the trend of riding on others' success. You didn't help in others' success, but you want to gain popularity when they harvest. Such speculators only get temporary gains; in the long run, those who invest will reap more.
(Hanshui Selenium Valley True Selenium Water and Bank of China reached a public welfare agreement)
Just as you think this is an ad, I've read countless materials and tested my blood sugar dozens of times to understand the product's characteristics and effects, just to see if it works as advertised. Many distributors of Hanshui Selenium Valley. True Selenium Water, like me, only became agents after seeing the drinking effects. We are all working hard.
Health, insurance, and true selenium water are all things that require investment today and yield results in the future. Now that people have realized the risks, is the future far away?
When soda water was promoted as a baby-making tool due to the second-child policy, as the anti-cancer star, Hanshui Selenium Valley. True Selenium Water's future is naturally promising.
Thanks to those who run on a chosen path. Without their efforts when you don't know, there would be no comfort for you to enjoy in the future. Thank them for not stopping despite the twists and turns. In the future, their harvest is due to today's efforts...
Are you willing to blast this stone with us?
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