Preface
If you mention the product of Back Best, I believe there is not much impression of younger friends, but if you ask older friends about this product, I believe it will be very familiar.
In the early years, relying on TV commercials and the strong endorsements of various celebrities, the product quickly became a household name, and time has passed, and Beibeijia has struck again after many years, and it has sold more than 100 million yuan in just 90 days, which is really shocking.
The back of the "comeback" is good
In the memories of many people when they were young, they may still be able to clearly remember the scene of the young man wearing a good back in the TV set, and the TV screen constantly transmits words of praise for the back of the back, which roughly means that wearing it can make people change the bad habit of hunchback, and from then on the body is heroic.
At that time, with the continuous broadcast of advertisements, many people also recognized this product, plus they all hoped that their children could grow up healthier, so they began to buy it, but with the passage of time, back back Jia gradually disappeared from people's field of vision, according to the crowded back back at that time, the investment in advertising alone was close to 90 million.
And when people are almost forgetting about this product, Beibeijia has struck again, but this time the way to reach the public is not the advertising on the TV screen, but the live broadcast room that is now in full swing.
There are as many as three official accounts from the platform alone, and the purpose of these accounts is surprisingly the same, all of them are used for live broadcast products, in just one week, the three accounts have accumulated 25 live broadcasts, and many of the broadcasts have exceeded four hours.
Source of the above information: Qilu One Point, May 14, 2024 - Hot Childhood Memories "Back to the Best" Friends: Just pointing to our generation?
If we open the live broadcast room of the official account of Beibeijia, we will find that many anchors in the live broadcast scene took the stage in turn for live broadcast, and one of the anchors said bluntly that as long as the age is not more than 65 years old, if you wear it reasonably according to the use of Beibeijia, you can correct your body shape.
With the continuous broadcast of the Beibeijia live broadcast room, their sales have also increased significantly, according to statistics, the cumulative sales in the last 90 days have exceeded 100 million, the reason why there is no accurate number is because the platform can only display 100 million at most due to design reasons.
With the analysis of Internet analysts' live broadcast of Beibeijia, the live broadcast mode of Beibeijia is different from that of many brands, and when other brands are spending a lot of money to invite Internet celebrities and anchors to bring goods, Beibeijia has always insisted on bringing goods based on itself, in short, it is based on its own live broadcast room.
And it also attracts excellent short video creators to help them bring goods, it can be said that both the live broadcast effect and the way to choose to bring goods are completely different from other brands, and it can be seen that Beibeijia has really spent a lot of thought on this.
Not only that, but the money spent on advertising in the early years, Beibeijia has spent it on live streaming this time, simply put, the money that was spent on advertising has been spent on various platforms of live broadcasting.
Consumers are still the same people
At first, they were mainly oriented to children, after all, when children are not yet mature, their body shape can indeed be corrected by external help.
Even in the advertising campaigns that have spent a lot of money, this product has never been marketed to adults, and the status is very clear, that is, to occupy the youth market.
Today, in the live broadcast room with a good back, we can clearly hear the words adults from the mouths of the anchors with goods, which means that their promotion scope is not only teenagers, but also gradually begins to reach out to middle-aged people.
And Beibeijia has also launched a variety of products, which are convenient for different groups of people, and even the height of the user has a clear division, so it can be said that Beibeijia has made great efforts to this.
But in the face of the publicity in the live broadcast room, many netizens questioned, that is, can adults also be corrected? After all, after people become adults, many organs in the body have already been developed, and as they grow older, they gradually begin to be stereotyped.
Smart netizens immediately found that although Beibeijia began to transform from teenagers to middle age, the people who promoted it have always been the same generation, after all, the teenagers who used to be have just entered middle age now, and netizens also said that people who had carried Beijia when they were young came to buy it again after many years.
Judging from the sales data of back sales, it is true, among which middle-aged women are the main consumer group, only in the age group of 24-30 years old, it accounts for 41.43%.
It is worth mentioning that Beibeijia also relies on different groups to design different marketing words, children have a set of rhetoric for children, and middle-aged people have a set of middle-aged people's statements, which is no wonder that Beibeijia can achieve such sales.
Source of the above information: Jimu News, May 14, 2024 - Beibeijia sold 100 million in three months? Post-90s adults have become an audience group, netizens: It refers to our generation
The founder of the back of the best
Linked to Beibeijia, it must be its founder Du Guoying, he is a very legendary figure, and on the road to entrepreneurship many times to the peak and then to the bottom, but has never broken his confidence.
Du Guoying was born in Zhoukou, Henan Province, and was a teacher at first, but after two years in the teaching industry, he resolutely chose to resign and started his own entrepreneurial road.
And he created his first brand in 1997, which is Beibeijia, relying on huge advertising investment and celebrity endorsements, so that Beibeijia's sales in 1998 alone reached an astonishing 450 million, and he himself became a billionaire, and at this time he was only in his twenties.
However, in the subsequent entrepreneurship, due to poor investment, the wealth accumulated by his back from the back of the good back collapsed in an instant, and he also owed a huge amount of debt.
But these failures did not defeat Du Guoying, only two years later, Du Guoying relied on the "good memory star" to make a comeback again, and was a great success.
Throughout Du Guoying's experience, almost never stop either starting a business or on the way to start a business.
The above information source: Jiemian News, January 20, 2018 - from 8848 to small pots of tea Can Du Guoying take off the hat of "marketing master".
Source of the above information: Baidu Encyclopedia - Du Guoying
epilogue
After a lapse of many years, Beibeijia made a comeback again, and was a great success, on the one hand, everyone's memory of childhood, on the other hand, it is the unique marketing method of Beibeijia, but in any case, I hope that our domestic brand can get better and better, and then hit a new high.