Jimu News reporter Zhou Dan
Intern Fu Baozhi
On the evening of May 13, the topic of "Beibeijia sold for 100 million in 90 days" appeared on Baidu's hot search list.
Recently, netizens who often brush Douyin will find that there are more videos of all kinds of goods with good backs, and many celebrities and Internet celebrities have begun to recommend back good. As a result, the sales of the back are also red.
According to the e-commerce commodity data query and data analysis platform Cicada Mother, the cumulative sales of Beibeijia in the past 90 days have exceeded 100 million. Many post-90s generations began to wonder: childhood memories have returned?
In the past 90 days, the cumulative sales exceeded 100 million yuan
"Look, I'm wearing a good back now, isn't my figure very good, now I'm taking it off, let's take a look at it again." On May 14th, in the live broadcast room of an Internet celebrity with hundreds of thousands of fans, she was showing netizens a comparison of the effect of wearing a good back, "You see, if you don't wear it, is your body not as good as it was just now......" She introduced that within the age of 65, both men and women can buy a good back, which can correct the body shape, can support the spine, and tuck the waist sideways, and can improve posture problems after wearing it for a period of time, and said that it is recommended to wear it in addition to eating and sleeping.
The reporter noticed that the back that came out of the era of TV shopping is good, and now it is back in the public eye, and the method of choice is the popular live broadcast to bring goods.
Anchor display products (live broadcast screenshot)
According to the cicada mother platform, Beibeijia has 3 official accounts, namely "Beibeijia Official Flagship Store", "Beibeijia Official Flagship Store Strict Selection" and "Beibeijia Babaka Correction Live Room", all of which are used for product live broadcast. In the past week, the number of live broadcasts of these three official accounts has reached 8, 9 and 8 respectively, and most of them have been broadcast for more than 4 hours. The data also shows that on May 8, Beibeijia's products ranked first in the list of live broadcast products in the healthcare 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).
Baidu index shows that the daily average value of Beibeijia's information index in the past month is 57919, a year-on-year increase of 1083% and a month-on-month increase of 213%.
"When I was a child, my mother bought me a good back and let me wear it when I did my homework, saying that it was to prevent hunchback." Mr. Wang, a post-90s Wuhan citizen, told reporters that he had the impression that when he was a child, many of his classmates wore good backs, "but I personally don't like to wear them, and I was a little resistant at that time, as if I didn't last long." But recently, I found out that my wife started to buy it, saying that she was going to try it on herself for a while, and if she wore it well, she would buy it for her children to wear later. ”
For many post-85s, post-90s, and even post-00s, the best backs are memories of childhood.
Kefu Medical acquired the relevant shares
The reporter combed and found that Beibeijia was founded by Du Guoying in 1997, and used TV advertising, popular celebrity endorsements and other marketing methods to quickly increase popularity, and sales reached 450 million yuan in 1998.
In an article published in 2000 in the journal "Chinese and Foreign Management" titled "Beibeijia: The First Brand of Youth", Du Guoying said that the positioning of Beibeijia is mainly for primary and secondary school students. He also said that in the entire advertising and positioning, (Beibeijia) did not point the advertising to adults from beginning to end, and made every effort to compete for the youth market.
In 2004, Du Guoying joined Acorn International with the "08 version of Beibeijia" he founded to achieve a "resurrection". Founded in 1998, Acorn International was once known as the "TV shopping giant" and is a cross-media, multi-platform integrated marketing company.
However, with the change of the era of TV shopping, Beibeijia has gradually faded out of public view.
Until November 2021, Kefu Medical announced that it planned to acquire 100% of the equity of Acorn Trading (Shanghai) Co., Ltd. (hereinafter referred to as "Acorn Trading"), which is a subsidiary of ChinaDRTV, Inc (hereinafter referred to as "DRTV"), and DRTV is a subsidiary of Acorn International, for no more than 177 million yuan.
Kefu Medical said in the announcement that after preliminary negotiations, DRTV integrated all the stores related to the Beibeijia business in its affiliated companies, and divested all the assets, creditor's rights and debts that were not related to the Beibeijia business in the acorn trade. Upon completion of the restructuring, Kefu Medical will acquire 100% of the equity interest in Acorn Trading and the intellectual property rights related to Beibeijia in its affiliates.
Officially, there has been some increase in sales recently
The reporter noticed that Beibeijia has launched products for adults. This can also be found in the words of today's Internet celebrity anchors, for example, some anchors use "I wear a good back every day, and I can easily wear a good body", "I can wear it with children, do housework, and drive to work" to describe product functions.
Screenshot of the page of the online shopping platform
In the official flagship store of Beibeijia Tmall, the reporter saw that the highest sales volume is an adult posture band, with a price of 219 yuan before the discount, and a price of 199 yuan on the 14th, which has been sold for 300,000 yuan.
Regarding the turn of the back of the best, some market comments said: The back of the back has always been locked by the post-90s people. It's just that as they grow up, the selling point of Beibeijia publicity has also changed from "brainwashing" their parents to "brainwashing" themselves. Primary school students who used to be extremely resistant to writing homework and wearing good backs have now voluntarily put on this "beautiful torture instrument" in order to urgently improve their posture.
Some netizens said that it wouldn't be the group of people who used to carry the best back when they were children to buy it again, right?
Feigua data shows that the sales of the Beibeijia brand on Douyin will increase significantly from the end of 2023. In the past 180 days, Beibeijia's sales have exceeded 1 million pieces, with sales exceeding 100 million yuan, of which 69% come from live broadcasts and 56% from brand self-broadcasts, and in the whole of 2023 and 2022, Beibeijia's sales on Douyin will be 50 million to 75 million yuan and 500,000 yuan to 750,000 yuan respectively.
In January 2024, Kefu Medical disclosed that the investor Q&A form said that Beibeijia had completed the delivery in April 2022, and on the one hand, Kefu Medical will carry out iterative upgrades of products; On the other hand, the e-commerce sales channels of Kefu Medical are highly overlapping with the sales channels of Beibeijia, and Kefu Medical can empower products from the channel, and explore the layout of interest e-commerce such as Douyin and Kuaishou, and the overall operation effect is good.
In addition, for the sales of Beijia, Kefu Medical said on the evening of May 11 that the data sources of third-party platforms include user behavior data of mobile applications and websites and third-party data providers. Recently, there has been some increase in the sales volume of Beibeijia products, but in order to ensure the fairness of information disclosure, it is inconvenient to inform the specific sales data according to the relevant regulatory rules.
Doctor: Fitness is determined by medical examination
Many netizens are concerned, are posture correction products useful?
Cai Jinkui, an orthopedic surgeon of spine and orthopedic trauma in the Optics Valley Branch of the Third Hospital of Wuhan, told Jimu News that many of the current orthopedic products have been designed to be very intelligent and scientific, but most of them are mainly comfortable and soft materials, emphasizing the correction of kyphosis and insufficient support for the side. Based on these characteristics, orthopedic products have a certain effect on postural kyphosis.
Cai Jinkui introduced that the role of electronic reminder of bad posture of posture correction products is very worthy of affirmation. Secondly, in medicine, kyphotic deformity can be roughly divided into two categories: postural kyphosis and structural kyphosis. Adolescent structural kyphosis is often accompanied by scoliosis, high and low shoulders and other deformities, for kyphosis and high and low shoulders caused by deformities of spine bone structure, the correction effect of orthosis products is not good, and may have harmful effects. However, for children, long-term use of posture correction products may cause children to rely too much on their supportive effect, resulting in the back of the neck muscles not being exercised and becoming relaxed, and it is easier to hunch back after removing and wearing. If children wear posture correction products too tightly, it is easy to cause excessive chest lordosis.
Cai Jinkui reminded that hunched back, high and low shoulders are only a sign of children, whether it is suitable for the use of posture correction products, it is best to be carefully selected after formal medical examination and diagnosis by experienced orthopedic surgeons.