recently
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
Recently, the official announcement of Bailu as the brand spokesperson of Jiaozi Belt Brand Back Jia. In fact, since about half a year ago, the advertisements placed on major social platforms have increased significantly. The reporter noticed that Beibeijia, who came out of the era of TV shopping, returned to the public eye, and the method of choice was to walk into the live broadcast room.
According to the cicada mother platform, 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 four 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 in the past 90 days (the maximum amount displayed by the platform's algorithm is 100 million yuan).
In addition to entering the live broadcast room, Beibeijia also shifted his audience from teenagers to adults.
For the turn of the back of the best, some market comments said: The back of the good lock has always been the "post-90s" group of 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.
Screenshots related to social platforms, some netizens said that it wouldn't be that the group of people who used to carry it back when they were young came to buy it again, right?
Some netizens also said that they felt like they were being punished
But some netizens said they wanted to try it
Beibeijia is not unfamiliar to consumers born before the millennium. Founded in 1997, the brand has rapidly increased its popularity in the years around 2000 with marketing methods such as TV commercials and popular celebrity endorsements.
According to a report by China Youth Daily, Beibeijia obtained a design patent in 1998 and officially put it into production, and won 80% of the domestic market in a short period of time. There are also public reports that the price of Beibeijia that year was about 300 yuan, and it had achieved sales of 450 million yuan a year.
According to Jiemian News, in 2006, Beibeijia was caught in a public opinion storm such as suspected false publicity, misleading consumers, and questioning the efficacy of the product by experts. Many netizens also said that this is an IQ tax.
Prior to this, Du Guoying, the founder of Beibeijia, had sold the brand to Acorn International, which was mainly engaged in TV shopping at that time, in 2005. Du Guoying is a well-known marketing maniac in the industry, and after backing his back, he used similar marketing methods to create a number of well-known brands and products such as Haojixing, E-person E-book, 8848 titanium mobile phone, and small pot tea.
Under the operation of Acorn International, Beibeijia did not make much splash, and even gradually faded out of the market. Acorn International completed its privatization in early 2021, delisted from the New York Stock Exchange, and sold its operating entity, Acorn Trading, a subsidiary of Beibeijia, to Kefu Medical for 177 million yuan at the end of the year.
Doctor: Fitness is determined by medical examination
Many netizens are concerned, are posture correction products useful?
Cai Jinkui, an orthopedic surgeon of spine and osteopathy trauma in the Optics Valley Branch of the Third Hospital of Wuhan, told reporters that many of the current orthopedic products have been designed to be very intelligent and scientific, but they are mainly comfortable and soft materials, emphasizing the correction of kyphosis, and the support for the side is insufficient. 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.
Do you have posture problems? Let's talk in the message area
Source: Beijing Business Daily, Zhongxin Jingwei, Interface News, Jimu News
Editor: Huang Ziling, Ning Yuanyuan, Proofreader: Wu Zihang, Li Xiaolong, Review: Wu Xin, Pan Jie, Producer: Xie Yongjie, Ni Xinxin
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