On the eve of Women's Day, Hui ren kidney treasure marketing fancy rubbing hot spots triggered a rollover. Netizens broke the news that it had no bottom line to rub the heat of athletes.
On the afternoon of March 6, Huiren Kidney Treasure Official Blog issued a statement saying: Hui ren Kidney Treasure Official Bo participated in the Weibo netizens on March 6 to publish comments on topics involving kidney treasure or kidney deficiency, which was originally intended to introduce product purchase channels and did not intend to offend others, if there is any misunderstanding, I apologize. At present, the comments have been deleted, and the Weibo management personnel will be strictly rectified, I hope that everyone will tolerate and understand!
Subsequently, netizens dug out that "Hui Ren Kidney Treasure" once posted "where men's eyes will stop when they look at women" and "In fact, women practice yoga for men" and other posts, and Hui Ren Kidney Treasure was on the hot search list on March 7.
Regarding whether Huiren Kidney Treasure will adjust its marketing strategy after this matter, Time Finance contacted Huiren Kidney Treasure, and as of press time, it has not received a reply.
Allegedly insulting women
What caused netizens to discuss was a number of promotional articles officially released by Huiren Kidney Treasure, and a blog post released by it read: Congratulations to Gu Ailing for winning the championship! Strong "kidney" health, for the glory of the country! This kind of casual joke of the Olympic champion in order to rub hot spots has been complained about by some netizens.
Hui Ren Kidney Treasure also previously published an article titled "Where Men Look at Women's Eyes First" is also more explicit, and a picture distributed in the article reads, "We love to look at women's breasts."
Huiren Kidney Treasure released on its official WeChat public account many years ago, another promotional article titled "In fact, women practice yoga for men" mentioned, "Women are practicing yoga hard in order to unlock more postures, so do you also have to work hard to strengthen the 'kidney' and give women a better experience?" Without further ado, a few kidney treasures followed. ”
It should be emphasized that the article also combines the posture diagram of women doing yoga with a virtual male silhouette, which vaguely forms a fitting posture.
Netizens have complained that "yoga that is really dirty ah" "public number that I really vomited, how can it be so obscene ah" "a company that sells health care products is the same as selling spring (medicine) pimping, absolutely" "their advertising words have been quite foul-smelling, kidney function is not good and not a man's patent, why do you have to keep up with the bed hook" "I remember the beginning of the publicity is very low, not as good as the treatment of kidney loss without sugar of The Six Flavor Yellow Pills"
In fact, in the early TV commercials, Hui ren kidney treasure's advertising words "feel that the body is hollowed out, want to make up for the kidney overdraft", "he is good for me" makes people think of it. Some netizens said that searching for the word "woman" in the homepage of Huiren Kidney Treasure can find that the word "vulgar" is vividly expressed in him.
Zhang Yi, CEO of Ai Media Consulting, publicly stated that the dissemination of vulgar content such as Huiren Kidney Treasure will also have an impact on corporate image and long-term development.
It sold 875 million tablets a year
The company belonging to the Huiren Kidney Treasure brand is Jiangxi Huiren Pharmaceutical Co., Ltd. (hereinafter referred to as "Huiren Pharmaceutical"). According to the official website of Huiren Pharmaceutical, the company was founded in 1992 and is a large-scale pharmaceutical enterprise focusing on research and development, production and sales of high-grade conditioning and tonic chinese proprietary Chinese medicines. At present, the company has more than 100 products including kidney treasure tablets, female gold capsules, liver and kidney annules, liuwei dihuang pills, detoxification acne pills, liqi warm stomach granules and other six types of new chinese medicine drugs. Among them, kidney treasure tablets belong to the results of the national "863" plan and the national second-level protected varieties of traditional Chinese medicine.
A small pill of kidney treasure tablets has generated more than 1 billion yuan in annual income, driving Huiren Pharmaceutical to the road to listing. On December 2, 2016, Huiren shares filed for an IPO.
According to the prospectus, in 2015 alone, "Huiren Kidney Treasure Tablets" sold a total of 875 million pieces, and the sales of that year reached 1.262 billion yuan.
The prospectus also shows that the average unit cost of Huiren Kidney Treasure tablets in the first half of 2016 was only 0.18 yuan / piece, the terminal price of direct supply was 1.11 yuan, and the distribution price was 1.9 yuan. At that time, a reporter visited and found that the retail price of a single box of Hui Ren Kidney Treasure tablets in the pharmacy was 322 yuan, while its cost price per box was only 22.68 yuan (packaging, retail and other costs were not calculated). It can be seen that the retail price is about 14 times the cost price.
From the gross margin point of view. From 2013 to 2016, the gross profit margin of Huiren Kidney Tablets has been more than 80%, and in 2015, it was as high as 88.33%.
Jiuzhitang, which has the same kidney tonic function of Liuwei Dihuang Pill, and well-known companies such as Guilin Sanjin, Guangyuyuan, Dong'e Ejiao, and Tudi Guhan have gross profit margins that are lower than Huiren Kidney Treasure in the same period.
In December 2017, Huiren Pharmaceutical withdrew the materials and terminated the IPO review. At present, Huiren Pharmaceutical is still saying on its official website that the company will include the goal of listing on the main board in the strategic goal.
Since then, Huiren Pharmaceutical has not issued bonds or financing information, and the current performance of the company is unknown. What can be found in public information is that in 2018, Huiren Pharmaceutical was also notified by the Fourth Central Environmental Protection Inspection Group as a superficial rectification and false rectification problem because of environmental pollution problems, and was forced to stop production. (Beijing Time Finance Chen Shiai)