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Once popular among primary and secondary school students' "back is good"
is making a comeback in the live broadcast room
It's just 90 days
Just sell 100 million news
It has aroused widespread heated discussions in the society
Source: Beibeijia online store
According to reports, in 1998, Du Guoying, the "Godfather of Chinese Marketing", founded Beibeijia and achieved sales of 450 million yuan with crazy advertising and marketing. In 2005, with the endorsement of "Supergirl", the popularity of Beijia was pushed to a climax again. However, around 2006, Beibeijia was complained and reported by many parents, and fell into a public opinion storm such as suspected false publicity, misleading consumers, and product efficacy being questioned by experts, and soon fell off the altar.
Many post-80s, post-90s, and even post-00s still remember that during primary and secondary schools, no matter whether they are useful or not, they must have a good back, so as to alleviate parents' anxiety about their children's posture. Now, this "ancient" product born at the end of the 20th century has returned to the public eye, evoking many people's childhood memories at the same time, but also reawakening words that cause physical anxiety such as "hunchback", "shoulder slipping" and "leaning forward".
Some netizens said
It won't be the group of people who used to carry the best on their backs when they were children
Bought it again, right?
Some netizens also said
It feels like a punishment when you wear it
Behind the 90-day sales of more than 100 million
Back to the end of the day
Memory Killer or Anxiety Maker?
Sell 100 million,
Back back in the public eye
"Adults take the No. 1 link, children take the No. 2 link, both men and women can adjust, 3-6 hours a day, eat and sleep and do not wear strenuous exercise, and can wear it at other times."
"Give yourself and your children a chance to adjust, watch me wear it 3 times, 5 times, it's better to buy it yourself and wear it for a week."
……
In the live broadcast room of Beibeijia's official flagship store, the female anchor is very skillful in using live broadcast skills, and consumers in the comment area are flocking to it. The Chao News reporter noticed that in the interface of the live broadcast room, there were also words such as "body management", saying that it could improve problems such as hunchback, slipped shoulders, shrugging shoulders, high and low shoulders, and neck leaning forward.
Screenshot of the live broadcast room of Beibeijia
According to the data of the live broadcast e-commerce data analysis platform Cicada Mama, Beibeijia has three official accounts, and in the past week, the live broadcasts of the three official accounts have reached 8, 9 and 8 respectively, and most of the live broadcasts are more than 4 hours. 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 yuan in the past 90 days (the maximum amount displayed by the platform's algorithm is 100 million yuan).
Looking at the recent way in which "Back to the Best" has returned to the public eye, it is not difficult to find that it has played a "combination punch" in marketing, sponsoring entertainment variety shows, actresses with the same style, content planting, and online live broadcast rooms, constantly reaching consumers and driving the brand's hot sales.
At the same time, Beibeijia is expanding its target audience, from teenagers to adults, and today's Beibeijia relies on star effect, high-intensity brand exposure and content planting to capture the "posture anxiety" of contemporary young people, and directly hit the pain points of shoulder, neck and back pain that are easy to sit for a long time.
"I know it could be an IQ tax,
But still bought"
In March this year, Liu Ting (pseudonym), who was studying at university in Zhejiang, found that many friends around her were using Beibei Jia to improve her posture. ”
"Beibeijia is a brand that I have known since I was a child, but I watched a lot of evaluation videos, and after comparing multiple brands, I bought other brands." Xiao Yan said that the reason why he didn't choose Beibei Jia is because in the same type of product, its price is relatively high, "The cheapest Beijia is more than 150 yuan, and the popular model is more than 200 yuan, so I finally bought a flat replacement of about 70 yuan, even if it is really useless, the cost will not be very high." ”
After using it for a period of time, Xiao Yan said frankly that products like Beijia are mainly reminders, "It can help me maintain a good sitting posture and relieve low back pain. ”
Screenshots of social media platforms
Jiajia, who has more than ten years of experience as a yoga instructor and a mother of a 13-year-old child, told reporters that none of the children in their children's class bought and used back products. ”
Another fitness coach who wore a good back when he was studying believes that wearing such products may even bring some side effects to the body, "rib valgus, winged shoulder blades, and pelvic anterior tilt caused by the straightening of the thoracic spine curvature, which in turn causes excessive internal rotation of the femur, calf valgus, and arch collapse, depending on personal force habits, some people are not all affected, and some people may have more." ”
"There are short-term effects,
It's more important to get used to it and exercise."
Under the guidance of extremely high brand exposure and heart-warming recommendation words, the popularity of back back is getting higher and higher, and many people decide to believe in back back again, so does the actual effect of back back match its popularity?
Du Honggen, director of the massage department of Zhejiang Provincial Hospital of Traditional Chinese Medicine, told reporters, "Back is a physical posture belt, in fact, the effect of this thing is very small, and it is not a medical equipment, which can only serve as a reminder in the short term, reminding you what kind of posture you should be, and you may have dependence when you wear it." ”
"Now some assistive devices, it has a certain braking effect, that is, you tie it there, the body can't move, you can only maintain this position. Then for the spine, it restricts its movement, and after long-term restriction, it is actually detrimental to the surrounding muscles. Therefore, Du Honggen does not recommend that everyone wear back posture correction products, if you wear it for a long time, it is easy to limit muscle activity, but reduce muscle strength, "A simple example is the belt, if you wear the belt for a long time, your waist muscle strength will only get worse and worse." ”
In fact, Beibeijia has always been controversial, and has been exposed to false propaganda and exaggerated propaganda effects.
"This matter has been stirred up again, mainly because we are learning about the changes in the working environment." Du Honggen, director of the massage department of Zhejiang Provincial Hospital of Traditional Chinese Medicine, believes that there are two reasons for the resurgence of Beibeijia, "First, now the school's posture requirements for children have weakened, and the requirements have been reduced, and parents will be anxious; Second, we have been advocating early prevention and treatment of scoliosis, in fact, many are posture problems, some institutions take advantage of the hot spots, the launch of products that can help correct posture, and our parents suffer from no good way to solve this problem, the emergence of assistive devices such as back and back, in disguise to solve the problem of parental anxiety. ”
In Du Honggen's point of view, it is limited to rely on external force to correct posture, "the key problem is not to find a product to correct the child's posture, if the child's muscles and bones are not strong, just rely on external force to pull, even if there is an effect in the short term, but after not using it, the body will still return to the old state." Therefore, the real posture management depends on habits and movements, "The key to solving this problem is the posture management of children by parents and schools." ”
Another method is exercise, Du Honggen believes that exercise can enhance muscle strength and coordination, thereby improving posture, "The main problem of modern people is that there is too little exercise, so the stability of the spine is not enough, and the muscle strength is very weak. He gave a simple example, now junior high school students can't do pull-ups, not that their arm strength is poor, the key is that the strength of the lower back muscles is too poor, but this part of the muscles play a stable role in supporting the spine, which is the core. Therefore, it is not realistic to solve the posture problem through a certain external force and assistive device. ”
For consumers who have purchased back posture correction products and hope to remind themselves to develop good habits with the help of external forces, Du Honggen believes that it is not absolutely undesirable, "Reminder is also a role, and my suggestion is to wear it for no more than two hours at a time." Take it off after two hours, move your body, and bring it again after an hour, which is relatively reasonable. ”
In addition, Du Honggen mentioned that low back pain, shoulder and neck pain are common problems after sitting for a long time, and the correct sitting posture is also very important, "Leaning forward is a better posture, it is conducive to you sitting upright." If the chair is leaning forward, the waist will stand up, otherwise the person will fall down, but it will be tiring after sitting like this for a long time. ”
Have you ever used "Back Best" before?
How does it feel?
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Source: Chao News