sold 100 million in 90 days, why can Beibeijia still be crazy to attract gold?

The new product is slightly financial

2024-05-14 11:36Published in Guangdong Finance and Economics Creator

Source: New Products & Finance

Author: Wu Wenwu

I thought it would disappear Beibeijia, but now it is making a comeback, selling 100 million in 90 days, why can Beibeijia still be so crazy to attract gold?

01 The back is good, and it sold 100 million in 90 days

The forgotten back is now back in the rivers and lakes, and it has been sold for 100 million in 90 days.

"New Product Strategy Finance" paid attention to the fact that, according to Zhongxin Jingwei, the back of the explosion in the era of TV shopping has returned to the public eye, and the method of choice is to walk into the live broadcast room.

According to the data of the Cicada Mother platform, Beibeijia has three official accounts, namely "Beibeijia Official Flagship Store", "Beibeijia Official Flagship Store Strict Selection" and "Beibeijia Babaka Jiaozi Live Room", all of which are used for product live broadcast. In the past week, the number of live broadcasts of the three official accounts mentioned above has reached 8, 9 and 8 respectively, and most of the live broadcasts have lasted more than four hours.

According to the cicada mother platform, on May 8, Beibeijia's products ranked first in the list of live broadcast products in the health care category, with cumulative sales exceeding 100 million in the past 90 days (the maximum amount displayed by the platform's algorithm is 100 million yuan).

After being reported by the media, many topics such as "Beibeijia reappeared in the rivers and lakes" and "Beibeijia sold 100 million in 90 days" rushed to the hot search, pushing this almost forgotten product into the spotlight again.

In response to the sales situation, the owner and operator of Beibeijia, Fang Fu Medical, replied on the evening of the 11th that the data sources of the third-party platform include user behavior data of mobile applications and websites and third-party data providers.

Kefu Medical also said that there has been some increase in the sales of Beibeijia products recently, but in order to ensure the fairness of information disclosure, according to relevant regulatory rules, it is inconvenient to inform specific sales data.

The popularity data of the back is even more exponential. According to the Baidu index, the daily average value of the information index in the past month was 57919, a year-on-year increase of 1083% and a month-on-month increase of 213%.

"New Product Strategy" went to see the official flagship store of Douyin, and the anchors worked very hard to sell goods live, introducing product materials, showing keywords such as "hunchback, slipped shoulders, shrugging shoulders, high and low shoulders", and also showed a new keyword: image and body management.

In the past, it was crazy to have a good back in the era of TV shopping, but now when I walk into the live broadcast room, the introduction is still so familiar.

For many post-80s and 90s, as long as they mention the good back, they can quickly think of the good back, and it is even more difficult for those who have used the good back to forget.

02 The pinnacle of the past and controversy of the double-sided back

The story of Beibeijia has to start with his founder Du Guoying, Du Guoying is a serial entrepreneur, and is known as the "Godfather of Chinese Marketing".

In 1997, Du Guoying founded the back of the best, mainly for the student group and the youth group, to provide posture correction products, to solve the hunchback and other pain points, hunchback and other problems are very common in the student group, parents are willing to buy back for their children.

At that time, it was the era of television, and Du Guoying, who had marketing thinking, quickly made Beibeijia popular through the advertising bombardment mode. Du Guoying once said in a published article that 90 million advertising expenses were invested that year, only 25% of which were concentrated in the central station, and 75% were invested in more than 300 cities.

The advertising effect is very good, Beibeijia was listed in 1997, and the sales reached 450 million yuan in 1998. Du Guoying, who was 24 years old at the time, earned his first 100 million yuan and became the youngest self-made "billionaire" in China.

The most impressive advertisement for Beibeijia is that in 2005, when Hunan Satellite TV's "Super Girl" became popular, Beibeijia invited He Jie to endorse, and the advertising song "Happy Baby" sung by him became popular all over the country.

In those years, the sales of Beibeijia exploded, and the scenery was unlimited, according to the current market discourse: explosive products.

However, there has always been another side to the back, there has always been controversy, it has been labeled as false propaganda, exaggerated propaganda effect, some people think that the back is effective, and some people think that the back is a "IQ tax".

The practical effect of the back is also controversial. A friend who has used Beibeijia told "New Product Strategy": Beibeijia is an IQ tax. Some netizens commented that the back is a "nightmare" when everyone was a child.

Some experts have even come out to question the back. According to a report by the New Express on July 8, 2013, Professor Yang Junlin, director of the Scoliosis Center of the First Affiliated Hospital of Sun Yat-sen University, chairman of the Guangdong Pediatric Orthopedics Group, and member of the Chinese Department of the International Research Group on Spinal Deformities, pointed out that the correction of hunchback is ineffective and may delay the disease.

Back back Jia later had a bad fate and changed hands many times. In 2004, Du Guoying joined the TV shopping giant Acorn International with Beibeijia, but later entered the Internet era and the era of e-commerce, Beibeijia became more and more difficult to sell, and seemed to gradually disappear from public view.

It was not until November 2021 that Kefu Medical acquired 100% of the equity of Acorn International and all related intellectual property rights behind Beibeijia at a price of 177 million yuan, which attracted attention again.

I thought that Beibeijia had disappeared, but I didn't expect that Beibeijia has always existed, and this time Beibeijia became popular again through live broadcasting, which is really surprising.

03 Why can the back be good and still crazy to attract gold?

I believe many people are curious, why is Beibeijia still crazy to attract gold now?

In the view of "New Product Strategy", the reason why there are still many people buying Beibeijia is that although the environment of the consumption era has changed, the market demand is still there, and of course, Beibeijia is also actively changing itself.

Let's talk about market demand first, whether it was in the past or now, teenagers and students, due to poor sitting, standing or other bad living habits caused by hunchback and other problems, back is still in demand.

Therefore, every school season, some parents begin to worry about their children's sitting posture hunchback, coupled with a variety of advertising and marketing campaigns of many brands such as Back Better, despite the existence of IQ tax views, there are still parents and consumers who are willing to give it a try.

However, what is more noteworthy is that Beibeijia is expanding its publicity and expanding its target audience, not only to sell to teenagers, but also to turn its attention to adults.

Nowadays, under the operation of Kefu Medical, Beibeijia has targeted adults. For example, in the live broadcast room, the anchor with a good back shouted that children and adults, the sooner they use it, the better it will improve.

The anchor said, (I) wear a good back every day, easily wear a good posture, take care of children, do housework, and drive to work. Many people can't help but buy when they see such words.

Beibeijia has also made changes in marketing, such as pasting words such as "image and body management" in the live broadcast room, saying that it can improve hunchback, slipped shoulders, high and low shoulders, and neck tilt forward.

For white-collar workers who have been working in the office for a long time and young women who pay attention to body management, Beibeijia once again captures the "posture anxiety" of contemporary young people.

Feigua data shows that more than eight consumers of the Beibeijia brand on Douyin are women, with about 21% of people aged 18-30 and 50% of people aged 31-40.

Back back is even more powerful combination boxing marketing. For example, in 2022, when they entered Douyin and sponsored the second season of the variety show "Happy Again", many celebrities wore back backs, making backs popular again.

Beibeijia has shifted its marketing model to new media such as Xiaohongshu and online variety shows. "New Product Strategy Finance" searched for the keyword "back and back good" on Xiaohongshu and showed that there were 40,000+ notes and 6,700+ products. For example, a Xiaohongshu blogger's grass planting notes are written like this: "IQ tax" before starting, and "addictive" after starting.

In addition, Beibeijia also invited the star Bailu to endorse, and in this way, Beibeijia's popularity is getting higher and higher, and it seems that the Beibeijia in the past is returning to the rivers and lakes with a more crazy advertising bombing mode.

Behind the comeback of Beibeijia is that the popularity of posture correction products in e-commerce and live broadcast rooms continues to increase.

According to Feigua data, in January 2024, the sales popularity of orthopedic belt-related products increased by 482% month-on-month, far exceeding the parent category of personal health care. Judging from the portrait, women under the age of 40 are the main consumers of content related to posture bands, of which women aged 24-30 account for 41.43%, and the TGI index (target group index) is as high as 226, and the consumption preference is significant.

It can be seen that Beibeijia will only sell posture correction products for teenagers to more market segments such as young people and adults, and wants to continue to expand this business.

The explosion and controversy of Beibeijia will continue to exist, and labels such as "IQ tax", "beautiful artifact" and "beautiful torture instrument" will continue to accompany Beibeijia.

From a commercial point of view, the old brand of Beibeijia still exists and sells well, giving us a business inspiration: as long as the old brand can keep up with the pace of the business era, it can survive.

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