Recently, the topic of "90 days sold for 100 million" has successfully evoked the memories of many post-80s and post-90s groups, as they have been bombarded by Beibeijia TV shopping since childhood (including the author), in addition to shock, followed by strong curiosity:
How did Beibeijia, who has been silent for many years and has been riddled with negativity, change his appearance?
Selling 100 million in 90 days, what are the unique skills?
"We" of the year paid another "IQ tax"?
01, the back is good "rejuvenation technique"?
According to the Baidu index, the daily average value of the information index of Beibeijia in the past month is as high as 57919, an increase of 1083% year-on-year, an increase of 213% month-on-month, and the WeChat index, in the past 30 days, Beibeijia has also skyrocketed by nearly 50M.
Beibeijia currently has a total of 3 official accounts: "Beibeijia Official Flagship Store", "Beibeijia Official Flagship Store Strict Selection", and "Beibeijia Babaka Jiaozi Live Room", which have been broadcast live 8 times, 9 times and 8 times respectively in the past week, and most of the live broadcasts have lasted more than 4 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 yuan in the past 90 days.
According to Feigua data, the sales of the Beibeijia brand on the Douyin platform have increased significantly from the end of 2023, and in the last 180 days, the sales volume of Beibeijia has exceeded 1 million pieces, with sales exceeding 100 million yuan, of which 69% come from live broadcasts and 56% from brand self-broadcasts.
Source: Feigua Data
Kefu Medical said that the sales volume of Beibeijia products has increased recently, but in order to ensure the fairness of information disclosure, according to relevant regulatory rules, it is inconvenient to inform the specific sales data.
Basically, it is an established fact that the sales growth of Beibeijia is an established fact, and there must be many netizens who are curious, why did this product, which has been silent for many years, suddenly become popular again?
In fact, it's not that there is any magic in the product itself, just look at the real feelings of netizens on the social media platform, you can find that in essence, contemporary young people pay more attention to the health of the body and posture, everyone generally has the anxiety and motivation to fight against various sub-health, even if a product can provide such emotional value, it will also make you happy, and these can be regarded as "demand", there is a market for demand.
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.
In such a context, Beibeijia has also changed to a marketing style in the new era, which is basically through a large number of KOL\KOC social platforms to plant grass + live broadcast room talent to bring goods & official self-broadcast + celebrity endorsement.
The cost of cooperating with KOLs is far less than simply and rudely smashing advertisements in the prime time of CCTV and local satellite TV, and it can also more accurately radiate to young people, after all, these people are heavy social APP players, and the big data algorithm will automatically push some grass planting posts that they may be interested in to them.
The number of ways to bring goods in the official live broadcast room of Beibeijia is also similar to that of other brand stores, basically looking for some young ladies with good figure and appearance to bring goods, of course, if you want to promote conversion, this is far from enough, therefore, Beibeijia also spent a lot of effort on paid streaming, according to "Zhongxin Jingwei" report:
Internet analyst Liu Yanfei said that taking the Douyin platform as an example, in the past 730 days, the official flagship store of Beibeijia has launched 94 products, of which more than 50% of the live broadcast traffic relies on Beibeijia paid streaming, far exceeding the 10~20% paid streaming ratio of the general live broadcast room"
The third trick is naturally to find celebrity endorsements and smash variety shows, of course, it must be admitted that the vision of finding a spokesperson is still very vicious, Bailu has a good image and good temperament, it can be said that it perfectly hits the pain points of those groups who want to correct their posture through back and back, plus the sponsorship of variety shows such as "Happy Restart", the transformation of GMV is somewhat beneficial.
So it is not difficult to see that the re-emergence of the back is still based on marketing stimulation, or the "way of playing" that keeps pace with the times, but the previous battlefield was TV shopping, and now it has turned into a live broadcast room, and about the product itself, there is no heavy innovation and black technology blessing, so an acute question arises spontaneously:
After becoming popular for a while, will the repurchase rate decline because of the "natural and oval" experience of consumers who have already purchased? Will it cause another collapse of word-of-mouth because of some rollover cases? Will it repeat the silence of 20 years ago?
02, is it still an "IQ tax"?
Looking back at the history of Beibeijia's fortune, it is not difficult to find that the essence of today's Beibeijia and the one 20 years ago has not changed:
Time rewind to 1996, "marketing master" Du Guoying accidentally smelled a patent called "correction belt" business opportunities, business acumen flexible he immediately spent 5,000 yuan from a professor of Tianjin University, bought the patent, and on this basis, expanded the prototype product, in 1997, the back of the good brand was officially established, the main product is back back good.
To tell you the truth, the sentence "Do you want your child to have a tall posture?" "It is still fresh in my memory!
In order to make this product a hit, Du Guoying spared no expense, in the golden time zone of CCTV and David TV and more than 300 cities, carried out a series of advertising bombardments, according to Du Guoying's published article revealed that "90 million advertising fees were smashed that year, of which 25% were concentrated in the central station, and 75% were invested in more than 300 cities."
According to statistics, in 1998, Beibeijia has sold 450 million yuan in sales, in just 2 years, creating an unprecedented miracle, Du Guoying, who is only 24 years old, also earned the first small goal in his life and became the youngest self-made billionaire in the country.
Picture: Master Du's speech screen, the picture quality has been restored by Baidu AI
But the good times didn't last long, and Beibeijia under the highlight soon fell into a patent dispute lawsuit with Yingzi Company's "Yingzi Belt" brand, which greatly damaged Beibeijia's vitality.
In 2004, Du Guoying reluctantly took Beibeijia to join the subsidiary of Acorn International, a live TV shopping giant, and the survival crisis of Beibeijia was resolved.
In order to grasp this opportunity to come back from the dead, Beibeijia also signed the supergirl idol He Jie, who was popular in 2005, and sure enough, like the advertising song "Happy Baby", Beibeijia became popular again, with sales exceeding one million in the same year.
When a product explodes phenomenally, it is not only the target consumer group that is staring at it, but also the eyes of all walks of life.
According to the "New Express", 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 it may delay the disease."
When authoritative experts openly questioned it, it was the beginning of the collapse of the back-to-back business empire created by Du Guoying:
Since then, the sales of Beibeijia have plummeted again, and it has been silent for several years, just when the public has forgotten about the brand, and its new news has been revealed.
In November 2021, Kefu Medical acquired 100% of the equity of Acorn International and all related intellectual property rights of Beibeijia, and Beibeijia was once again "resurrected".
Starting in 2022, Beibeijia will return to the public eye in a parallel way of entering Douyin and sponsoring variety shows, and after a year or two of accumulation, there will be a recent "outbreak".
Even if there are still many controversies and doubts, the business pays attention to an iron law: the law does not prohibit it, it can be sold!
As long as there is no clear provision that it is not allowed to be put on the shelves, Beibeijia can still improve its performance through all legitimate marketing methods, but it is also very difficult to rely on marketing alone to continue to take a share of the market in the highly competitive market.
At present, the patents on posture correction belts owned by its parent company Kefu Medical are basically based on appearance and utility model patents, and there are few invention patents with high gold content, that is to say, in the hard core sector of innovation & research and development, there are no deep technical barriers at present.
The way of R&D and innovation is a highland with double density of talents and capital, and it is necessary to spend money and people first.
In the first quarter of 2024, Kefu Medical's revenue will be 807 million yuan, a year-on-year decrease of 5.64%, and the net profit attributable to the parent company will drop by 24.75% year-on-year.
In 2023, Kefu Medical's operating and development expenses will be 114 million yuan, a year-on-year decrease of 3.46%, and management expenses will be 111 million yuan, a year-on-year decrease of 8.78%, but the sales expenses in the same period will reach 741 million yuan, a year-on-year increase of nearly 2%, which may also support the company's motivation to increase sales that directly contribute to performance under performance anxiety.
The acquisition of Beibeijia is essentially to make money for the company, rather than to "burn money", but in view of the fact that consumer experience and reputation are the true meaning of business, and this is inseparable from the continuous investment in R&D and innovation, how to resolve this business paradox?
Will the problem that was put in front of Beibeijia 20 years ago be answered in 20 years?
See!