Case analysis: A hot mom born in the 1990s sold 1.28 million latex pillows in one tweet. What tricks did she use?

Title: I went to Thailand to personally witness the birth of a latex pillow, so I dared to start a group tour with girls!

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(Title type: Story type, a story unfolds slowly, which greatly satisfies the reader's curiosity and wants to find out.

"I", "personally": First person, shortening the distance between the reader and the reader.

"Girls": Personification is presented more fully, conveying a great sense of trust. ")< /p>

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I went to Thailand last month. This trip was specifically to investigate latex pillows. Latex pillows have become popular in recent years, but the entire market is in chaos and the water is extremely deep. .

I came to the latex forest in Rayong, which is the second largest latex producing area in Thailand. During this trip, I personally experienced rubber tapping and saw fresh latex flowing from the trees for 3 hours. I also participated in every aspect of delivery to the factory, processing, and quality inspection. Seeing our large goods coming off the production line and being loaded into containers destined for China, I felt particularly at ease.

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(The first sentence of the first paragraph of the article brings out the current market environment of latex pillows, briefly explains the author’s motivation for setting off to Thailand this time, takes over the title, and satisfies Readers’ expectations for the content of the article)

(The author attaches his own photos and what he sees and hears, making the reader feel as relaxed and natural as reading a travelogue, which greatly attracts readers. Close the psychological distance between you and the readers. )

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Now if you want to buy a natural latex pillow originating from Thailand, it is really difficult and full of pitfalls!

First of all, the hot item you bought after researching the guide is most likely a brand operated by a travel company and sold specifically to tourists. The truth is that it will be sold to whoever has the highest profit. A pillow costs more than 700 yuan. , the tour guide had to take away more than 300...

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("It's really too difficult, full of pitfalls", the author directly pointed out the pain points, and then started Design scenes to make readers think or scream.)

("Searching for strategies" is a scenario that many people are familiar with. In order to buy an authentic good product, they search online for strategies. , it will make readers put themselves into that scene at once, and they can’t help but keep reading)

(The author mentioned the chaos in the industry, various unspoken rules, and set up "hooks." ", aroused everyone's emotions. When they think that the things they spend a lot of money to buy are "operated by travel companies" and "specially sold to tourists", and the commission for a pillow tour guide is nearly half, two thoughts will arise: 1. Are the ones I bought the same? 2. How can I buy good ones? So I can’t wait to read more)

Buy local stickers in Thailand. The brand is relatively lucky. 85% of the latex pillows are produced in China.

This does not mean that domestically produced products are not good. The problem mainly lies in the latex collagen. It takes more than half a month to transport the latex imported from Thailand to China. A large amount of ammonia must be added to maintain the stability of the latex. You know its safety.

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(Next, the author mentioned that “85% of latex pillows are domestically produced.” Readers can’t help but wonder, what happened to domestically produced pillows?)

(So the author of the next paragraph immediately gave a reply, not because of the domestic problem, but during the transportation process that lasted for more than half a month. For example, if a large amount of ammonia was used to maintain the stability of the latex. Although the reader did not I don’t know what’s wrong with ammonia, but everyone thinks that too much of anything is bad, so the author doesn’t need to cite any scientific evidence to prove it. He only needs to rely on “you know” to instantly reach a conclusion with the reader. There is a kind of tacit understanding between good friends, and you can gain the trust of readers here)

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The anti-mite and anti-bacterial effect of latex pillows, haha, if it is not formal. Produced by a major factory in Thailand, just listen to the story. The milk is collected from the trees, must be transported to the factory within 3 hours, and must enter the production process within 24 hours. Otherwise, the latex protease will be ineffective, so how can we rely on anti-mite and anti-bacterial properties?

Therefore, the latex pillow you buy must be truly made in Thailand and come from a regular factory. There are also many black workshops in Thailand.

Many pillows have only 35% latex content, which can be said to be 100% natural latex pillows. Then mixed with petroleum extracts such as styrene-butadiene rubber, which contains radioactivity and may also contain carcinogens. Who knows what I sleep on every day.

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(Next, the author lists some data and cleverly uses fear psychology to arouse readers’ fear.)

(Latex pillow What is needed is "produced by a regular Thai factory", "must be transported to the factory within three hours", and "must enter production 24 hours a day", otherwise the latex pillow will lose its anti-mite and anti-bacterial ability; and most pillows are adulterated Petroleum extracts can cause cancer.

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(The sentence "Who knows what I sleep on every day" is like a complaint between friends, arousing readers' fear and gaining their trust at the same time.)

(The use of an internet celebrity emoji pack, asking the unscrupulous manufacturer "Won't your conscience hurt?", immediately put yourself and the readers on a united front, fighting against the unscrupulous merchants together. We are also looking forward to it together The emergence of safe and reliable products. )

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We spend at least 8 hours a day in close contact with pillows, and our children sleep beside us, so this is also the reason for my trip. The purpose is to thoroughly understand the inside story of the latex pillow industry and find a truly trustworthy latex pillow before I can recommend it to everyone.

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(When readers begin to look forward to the emergence of a safe and reliable product, the author here clarifies the purpose of this trip to Thailand, which is to find a I recommend a good product to everyone. When the emotion is heightened, the product appears just right. It is not a blunt advertisement for readers, but a "help in times of need". Everyone will accept it happily and even start to look forward to it. What kind of product is it? )

(Next, the author does not directly introduce the product or the purchase link of the product, but continues to tell the details about the product. The purpose of the story is to allow readers to re-understand this product through their own perspective, and to let everyone know that this product is not recommended to everyone casually, but only after a sufficient in-depth understanding)

("The brand has a history of more than 40 years in Thailand". Consumers often have little resistance to old stores. Firstly, the fact that a product can exist for so long is enough to illustrate the popularity of this product; Secondly, the brand has worked hard for so long and will not destroy its long-standing good brand for some short-term interests)

("Many Thai people grew up sleeping on it." , we always like to say, "We grew up listening to so-and-so's songs." The author used this sentence pattern to show Thai people's love for this product, and suddenly gained the readers' trust)

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During this trip, I was fortunate to meet Mr. Chuang Pai Ket, the president of the Thai Chamber of Commerce. He is the former Thai Commercial Minister to China and has been promoting and promoting the development of Sino-Thailand trade. I learned about TAIPATEX from him His background is really professional and powerful.

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(The author released a photo of herself and the president of the Thai Chamber of Commerce, leveraging her authority to highlight the professionalism and strength of the background of this product, and also let readers feel The author's intentions, in order to help everyone find a good pillow, found the president of the Thai Chamber of Commerce. At the same time, he raised this matter to the level of "promoting Sino-Thailand trade", showing the importance and authority of this product) < /p>

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In Thailand, a big latex country, TAIPATEX occupies 45% of the market share, ranking No. 1 in the industry.

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(As a big latex country, there are naturally many latex manufacturers, and this brand can occupy up to 45% of the market share in the industry, allowing readers to realize It is not only a good brand, but also a big brand, with high sales, which to a certain extent shows that the quality is good enough)

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The King of Thailand personally awarded him the Lifetime Achievement Medal. It can be said that he is a great master in the latex industry↓

In order to learn advanced rubber technology, Dr. Boontham went to the International Rubber University in London, England, for further study when he was young, and received his doctorate in 1978.

This is a certificate issued by the London International Rubber University↓

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(Attached is the Lifetime Achievement Medal issued by the King of Thailand, London International Rubber University The university certificate, and his step-by-step process of becoming a great master, the authority of the product, national recognition, and industry reputation are all fully demonstrated)

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Dr. Boontham Nithi-Uthai, the current CEO, was awarded the reputation of "Father of Latex" by the Thai royal family↓

△The current CEO Boontham was awarded the reputation of "Father of Latex" by the King of Thailand

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(The appearance of this character has established a high brand authority for the product and gained readers’ trust and even respect to a great extent.)

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Next, please follow me to see how real latex pillows originating in Thailand are produced!

If you are impatient, you can directly click on my two short videos. They record the whole process of me cutting rubber and testing products. There are many interesting science popularizations, which are very exciting~

In person Experience rubber tapping, Bao Ma worked hard ↓

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(Next, the author uses text and two videos to The form shows the whole process of rubber tapping and product testing.

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(While giving a real scene-based experience, while explaining the selling points of the product, this kind of "detailed description" is more realistic, especially highlighting the "purely natural" characteristics of "natural latex," which is what you see. The scene of a tree being cut directly and then flowing down is an interesting scientific experiment that not only increases knowledge, but also highlights the scientific nature and professionalism of the product through experiments on shock absorption and elasticity)

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(The author also describes his participation in rubber tapping through a small part of the "first experience of rubber tapping", a bit like a travelogue, which not only enhances the reader's sense of experience, It also increases the readability and interest of the article)

("The hand is almost broken" - touch; "It's dripping! Fresh latex juice" - vision; "light fragrance" ”——The sense of smell gives you an immersive feeling.)

(Use knowledge points: description of sensory experience.)

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1 It takes about 15 minutes to collect the trees, and they must be cut and sent to the factory before the sun rises at 8 o'clock. If they are not produced within 24 hours, the milk will deteriorate.

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("15 minutes", "before 8 o'clock", "within 24 hours", are another series of numbers, emphasizing the urgency of making natural latex products, thus highlighting the professionalism and attitude of the product, telling customers , such precise control is only to retain the protease activity in latex, and the products produced in this way have the miraculous effect of "anti-mite and anti-bacterial" latex pillows)

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(Next, the author uses comparative techniques to show the distinct differences between Thailand’s natural latex processing technology and ordinary synthetic latex processing technology. Comparison allows customers to clearly see the difference and make a judgment)

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Therefore, when buying latex pillows, you must buy ones made in Thailand! No matter how good the craftsmanship is, there is nothing new. The milk is useless!

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(The sentence "When buying a latex pillow, you must buy it from Thailand. No matter how good the craftsmanship is, it is useless without fresh milk.") The author's position tells everyone the necessity and safety of choosing natural latex)

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It takes 7 years for a latex tree to grow. , the time that can be collected is about 20 years, and TAIPATEX selects mature latex trees that are about 15-20 years old.

Such a tree can produce 300 grams of wet latex a day, which is equivalent to 100 grams of wet latex. grams of dry latex.

One of our pillows weighs about 1.3 kilograms. It requires the milk collected from 13 trees in one day to produce one latex pillow.

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(Next, "The milk collected from 13 trees in one day is enough to produce one latex pillow." This paragraph highlights through a series of numbers It shows the scarcity of raw materials, and at the same time, it also sets a "price anchor point" to pave the way for the rationality of the price later.)

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Touch it with your own hands and just leave The latex pillow that comes off the production line is so elastic and comfortable that I really want to sleep on it.

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△The pillow that just came off the production line bounced like jelly

Well, it just dripped from the tree A light latex smell~

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△The fragrance of natural latex

Different parts of the mattress support different weights, and latex The density is also different.

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△Different pressure-bearing designs and many air holes, it must be very comfortable to sleep in summer

See the milk with your own eyes After collecting and returning to the factory, processing, quality inspection, and loading into containers for shipment to China, I feel so relieved. I want to give you the real Thai origin.

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△This is the Thai origin I want

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(and The part about visiting the factory is still written in terms of "sensory experience". The comfortable touch of Q-bombs, the smell of light latex, and the vision presented in the photos once again make readers feel the same way.)

(Different parts The density of latex is different, including the design of the vents at the back and the upgrade of the fabric. By enlarging the details, readers can feel the sincerity and thoughtfulness of this product, and every detail is carefully checked.

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(The author also quietly made a hint here, that is, the products pass quality inspection directly from the factory and are loaded into containers. They are brand direct sales, eliminating the need for intermediate links, so there will be a certain reduction in price. )

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(The next part of the store tour shows the usage scenarios of latex mattresses and pillows, and also conducts three related tests again.)

(Using "extreme testing", there are scenes of product placement, product use, and various scenes of "ravaging" products. Here, we still use a large number of visual displays to give readers the most intuitive The strongest feeling makes readers feel that what they buy is exactly the same as what was bought in the factory and in the store, which reassures everyone)

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(A wave of customer reviews came, and several typical reviews that users were most satisfied with were specially extracted and presented to readers.)

< p> (This method of using "customer testimonials" and selected testimonies successfully hits the core needs of readers)

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(Next, the display of the test report is an authoritative proof that highlights the professionalism and Authoritative, reduce readers’ purchase risk, and gain readers’ trust)

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Let me briefly introduce a few products~

First, 4. The pillows have subtle functional differences, and girls can choose according to their needs.

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(Next, the author highlights the professional understanding of the product through differentiated introductions to different products, differences in specific attributes and outlines of different usage scenarios , there are corresponding products to meet different groups of people and different needs)

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Our products are directly supplied by the brand, eliminating all intermediate links. There are 3 latex pillows that can be ordered separately - cervical spine breathable pillow PT3S, massage neck pillow PT3CM, breathable shoulder pillow Pillow PTH offers you a super low price of 199 yuan, with free shipping nationwide. It’s so low that you won’t have to worry about replacing all the pillows at home.

Their price in the flagship store starts at 329 yuan~

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Customers who purchase pillows can also get TAIPATEX U-shaped 1 neck pillow, limited to 3,000 pieces, first come first served! Get 1 free pillow for every pillow purchased, only for customers who purchase PT3S, PT3CM, and PTH pillows.

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(The key points are “jaw-dropping ultra-low price” and “little surprises”, which successfully caught the readers’ attention and matched with the flagship store The strong price comparison arouses customers' desire to buy)

(The "limited time limit" is set in the "little surprise" section, and the highlighted sense of urgency makes readers feel that if they miss it, it will be gone. If you buy it, you will regret it. At the same time, the "little surprise" will make readers feel that they not only get a bargain on the product price, but also get gifts. It is a rare opportunity and they will make a purchase immediately)

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Copywriting

Finally, I would like to thank TAIPATEX for their warm hospitality. After work, I also put on Thai clothes beautifully and felt the Thai style.

The traditional Thai clothes they prepared for me are so beautiful, I like them so much~

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(The last part of "Feeling the Thai Style" forms a complete ending with a beginning and an end to the beginning of the article in Thailand, instead of abruptly ending after the price is said, giving readers a very real reading experience.

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Summary:

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