When it comes to the three words of back and back, in addition to the unfamiliar post-00s, there should be no strangers to the diesel door here! It doesn't matter if you are born in the 90s, 80s, 70s, or 60s.
However, it seems that for many years, these three words have become the material of the former youth, and they have not appeared for a long time.
But in the past two days, the three words Beibeijia have unexpectedly gained a lot of attention, and successfully rushed to the hot search today, and the hot search topic is - "Beibeijia sold 100 million in 90 days".
Seeing this topic, Xiao Chai instinctively pinched his thigh, he didn't dream! I looked at the time displayed on my phone again, and I didn't cross it!
On closer inspection, this turned out to be true. The message comes from Zhongxin Jingwei.
According to reports, Beibeijia has three official accounts that are currently selling goods in the live broadcast room, and the number of broadcasts of the three accounts has reached 8, 9 and 8 times respectively, and most of the live broadcasts are more than four hours.
Xiao Chai's first feeling was, who is this sold to? Aren't the current parents the same group of people who wore backs and suffered crimes? Is it possible to buy it for your own children and experience the hardships of the year?
As parents in the 90s, even if you are lazy, things won't be done so absolutely! After all, this thing broke a lot of people's lumbar and thoracic vertebrae back then
If you take a closer look, the current back is not sold to children, but to adults. In the promotional video, the protagonist is a young and beautiful working woman, and the advertising slogan is: "Your changes will be seen......
In the live broadcast room, many female anchors took turns to broadcast. An anchor said that under the age of 65, both men and women can buy back and back.
"It can correct the body shape, support the spine, tuck the waist sideways, and wear it for a period of time to improve posture problems." "It can improve hunchback, shoulder slipping, high and low shoulders, and neck tilting."
Good guy, more than 20 years ago, I said that I would correct my sitting posture and correct my vision, and more than 20 years later, I began to correct my body shape and improve my posture.
Is this a change of tricks, to continue to harvest the group of post-80s and 90s who were poor and couldn't afford to buy a good back? 20 years have passed, and they are still worried about the money you didn't pay because you were poor...... ?
Some netizens also believed: "It is always that group of people who wear the best backs, they were forced by their parents to wear them when they were children, and now they buy them to wear them."
Those who didn't wear the back back and now spend money to buy it, are they buying the lost youth, or are they paying the back tax owed because of poverty?
Sure enough, on Weibo, there are users who place orders for this reason. "Back back Jia to be honest I've always wanted to buy it to try it out, I saw a big advertisement since I was a child, and I was curious if it really worked and finally gave me enough reasons to buy it, I have added it to the shopping cart, and the official announcement will post the order."
It is worth noting that at present, this series of products is not only for adults, but can even be said to inform children, adult men, and adult women.
According to Feigua data, the Beibeijia brand has set up exclusive marketing words for the different pain points of children, women, and men. For example, "Comfort" for children and "Waist Sculpting" for women.
What surprised Xiao Chai even more was that this thing, after entering the live broadcast room, really sold out! According to the data of Cicada Mother: On May 8, the cumulative sales of Beibeijia's products exceeded 100 million in the past 90 days, and the maximum amount displayed by the platform's algorithm was 100 million yuan
In other words, probably more. On the other side of the explosion, the Baidu index shows that the daily average of the information index in the past month is 57919, a year-on-year increase of 1083% and a month-on-month increase of 213%. The WeChat index also skyrocketed in a short period of time. Let's take a look:
What is outrageous is that on major social media platforms, there are not a few adults who have good backs, and they have even become the social currency of many Internet celebrities who show their bodies
Of course, more netizens, like Xiao Chai, are a little unable to sit still when they see that Beibeijia is popular again after more than 20 years! For example, someone said, "I cheated a wave decades ago and came back."
Some people also said: When I was a child, I watched how awesome the advertising on TV was, a typical IQ tax.
So what kind of existence is Beibeijia? Pay attention to Xiao Chai's earlier diesel, and you must have read Xiao Chai's million+ article and a lawsuit - "Remember this man Du Guoying, it was he who stepped on the ground and rubbed the IQ of the Chinese people again and again".
The article probably says that Du Guoying, a commercial marketing "genius", has copied and pasted several well-known brands with almost the same number of roads, such as Back Best, Hao Ji Xing, E Ren E Ben, 8848 mobile phones and small pots of tea
Among them, Beibeijia can be said to be Du Guoying's pioneering work, and it is also the most eye-catching one among its many successful brands, and it is also Beibeijia, which has laid a solid foundation for Du Guoying's business empire.
As for how Beibeijia was born, it was full of coincidences at that time, that is, around 1997, when Xiaochai had just taken off his open crotch pants, Du Guoying accidentally discovered a patent called "orthotic belt".
He used to be a teacher, and he found a new business opportunity in a flash of inspiration, so he spent a huge amount of 5,000 yuan to buy this patent from the professor of Tianjin University, and in 1998, he officially established the Beibeijia brand
Soon, a product called Back Jia was born, and Du Guoying gave this product a resounding positioning "Let children have a tall posture".
At that time, TV had just been popularized in thousands of households, and watching TV had become the most mainstream way of obtaining information and entertainment in addition to people's work.
Du Guoying waved his hand, and on TV, the advertisement of "Correct Sitting, Correct Eyesight, Let Children Win the Future" began to bombard wildly during the prime time of each David TV.
In the three years from 1997 to 2000, Beibeijia invested nearly 90 million in advertising, of which 25%2 was concentrated in the central station and 75% was invested in more than 300 cities
The high-density advertising bombardment quickly made this product a household name. No matter how hard you work, you can't be bitter about your children, and no matter how poor you are, you can't be poor in education! The new concept, as well as the effect of this product to correct sitting posture or vision correction.
Countless parents smashed pots and sold iron, and they also had to give their children a good back comparable to a month's salary of many people, and in just two years, it created a maximum sales of 450 million.
In other words, at that time, Du Guoying used 5,000 yuan to leverage a business empire with an annual revenue of hundreds of millions.
What is the concept of 450 million more than 20 years ago! You must know that at that time, most people still had a monthly income of less than 500, and 10,000 yuan households were still a well-known word, and a good back could sell for more than 300.
Because of this, Du Guoying became famous in the first battle, and naturally made a lot of money.
Later, the talent show Super Girl was very popular, and it is said that at that time, it cost no less than one million to sign He Jie, and at the same time, he also spent a huge amount of money to create the theme song of the advertisement "Happy Baby". Let the back of the fire be good, and add another handful of firewood
In 2005, the acorn trade bought the best back from Du Guoying, and the TV advertising campaign continued to sell like crazy.
But the good times didn't last long, and in 2006, Beibeijia was exposed to be suspected of false propaganda to mislead consumers.
Even, it was revealed that children who had used good backs had side effects.
According to Baidu Encyclopedia data, in 2006, the scoliosis epidemiological investigation team of primary and secondary school students in Chengdu accidentally discovered a new situation during the inspection: among the children who came to the examination, several children who had worn a good back had symptoms of lumbar lordosis and thoracic kyphosis
One stone stirred up a thousand waves, and the back was good, and he quickly walked off the altar, and it seemed that overnight, he disappeared from the mainstream vision.
At this time, Du Guoying had already successfully landed and began to move to a new business. It is the same well-known Haoji star, E person E book, 8848 mobile phone ......
It wasn't until two years ago that Beibeijia once again entered the public eye. That is, in February 2022, the listed company Kefu Medical announced that it intends to acquire the intellectual property rights related to Acorn Trading and "Beibeijia" for 177 million yuan.
It can be seen from the operation of Acorn Trade that in 2019, its total profit was only 297,700 yuan, the net profit was -3.7888 million yuan, and the total debt reached nearly 270 million yuan.
In 2020, by 2020, the owner's equity and total profit of Acorn Trading turned negative sharply, with a net loss of 61.48 million yuan and a total debt of 287 million yuan.
In the case of insolvency, Beibeijia was forced to sell himself, and now, Beibeijia has made a comeback with a familiar model, but this time, they are eyeing adults, especially office white-collar workers.
According to public information, after the acquisition of Beibeijia, Kefu Medical has created a series of products based on medical technology for posture correction, shaping, physiotherapy and wearable medical monitoring, and launched an omni-channel sales layout.
Obviously, this layout is successful, and it can sell 100 million in 90 days, although it is not as popular as in the era of Du Guoying, but the ability to make money still seems to be not bad.
It stands to reason that it should be different from the previous products, at least, the target group is different, and the efficacy of the publicity is also different, but can today's products really shape the beauty?
I remember that Xiao Chai also wrote an article about a similar product before - when I was a child, I had a good back and grew up with a stick! The poor man does not have a long memory......
This product is called a body stick, and two years ago, it can be said that it was a mess
On an e-commerce platform, there are not a few stores with monthly sales of more than 10W+ for products like this. There are even children's models.
Coincidentally, it's basically the same thing, and the effect of use for adults and children is surprisingly inconsistent.
However, it didn't take long for this body stick that was burning out of the sky to suddenly disappear. Perhaps, the reasons for the disappearance are broadly the same.
I still remember that back then, when Beibeijia was still a student product, countless misguided parents bought it, which not only did not have the corresponding effect, but delayed the growth of their children.
Some doctors and experts have said that at least 1/5 of the scoliosis children who go to the hospital have used the back to correct the hunchback, and they have been used for a period of time before they come to the doctor after it is ineffective.
The expert doctor said that the back is absolutely powerless for scoliosis, and if there is no doctor's guidance to blindly wear the back to correct the spinal deformity, it is likely to delay the condition.
However, what Xiao Chai doesn't understand is that from the good back twenty years ago, to the shape stick, and then to the comeback of the good back now, every time, it can be sold out, why?
It may be that some people, in addition to not having a long memory, are always thinking about achieving the effect of the dream with the minimum cost, but is this possible?
Shigowski ©️
Author|小柴贰号
Edited by Tan Song