"Tall posture, happy back"
"Improving Bad Sit-Stand Walking Habits in Adolescents"
……
Over and over again on TV
Back-to-back ads for interstitial air
Friends born in the 80s and 90s will be familiar with it
Recently, the back is good and "swiped" again
It's just 90 days
Just sell 100 million news
It has aroused widespread heated discussions
▲ Source: Screenshot of Beibeijia online store
It is reported that this "ancient" product, which was born at the end of the 20th century, had achieved sales of 450 million yuan as early as the end of the last century with crazy advertising and marketing.
In 2005, with the endorsement of "Supergirl", the popularity of its products was pushed to a climax again. However, around 2006, the product was complained and reported by many parents, and fell into a public opinion storm such as suspected false publicity, misleading consumers, and the efficacy of the product being questioned by experts, and soon "fell off the altar".
Is Beibei Jia an "IQ tax"?
Do posture correction products really work?
Sold for 100 million yuan
Back in the public eye
The reporter noticed that on an e-commerce platform, the interface of the live broadcast room also hung the words "body management", saying that it could improve problems such as hunchback, shoulder slipping, shrugging, high and low shoulders, and neck leaning forward.
▲Screenshot of the live broadcast room
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 of "Back to the Best" returning to the public eye, it is not difficult to find that it has played a set of "combination punches" in marketing, sponsoring entertainment variety shows, actresses with the same style, content planting on various social platforms, and online live broadcast rooms, constantly reaching consumers and driving brand sales.
At the same time, Beibeijia is expanding its target audience, expanding 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 point of "sedentary shoulder, neck and back pain".
Consumers: "It's a bit of an IQ tax"
In March this year, Liu Ting (pseudonym), who was studying at university in Zhejiang, found that many friends around her were using posture correction products to improve their posture, so she also bought the adult version of the product.
But after wearing it continuously for a week, Liu Ting obviously felt pain in her lumbar spine. She admitted that because she has a back injury, she will feel tired when she wears posture correction products. "Now I really feel a little chicken, a little bit of an IQ tax."
A fitness trainer who has worn a good back believes that wearing such products may even bring some side effects to the body, "rib valgus, pterygoid 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." ”
▲Screenshots related to social platforms
Doctor:
It is not recommended to wear it and it is easy to restrict muscle movement
Posture correction products are becoming more and more popular
Its practical utility
Does it match its popularity?
Du Honggen, director of the massage department of Zhejiang Provincial Hospital of Traditional Chinese Medicine, said, "The back is a physical posture band, 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, but it restricts the movement of the spine. Long-term restriction 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." ”
Cai Jinkui, an orthopedic surgeon of spine and bone disease trauma in the Optics Valley Branch of Wuhan Third Hospital, said that for children, long-term use of posture correction products may cause children to rely too much on their support, resulting in the muscles at the back of the neck 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.
For consumers who have already purchased this type of posture correction product, Du Honggen recommends that they should not wear it for more than two hours at a time. It is relatively reasonable to remove it after two hours, move your body, and wear it again after an hour.
Have you ever used posture correction products?
Let's talk in the comment area
Edit | Zhang Zhiying Editor-in-charge| Zhang Xiuli
Integrated Sources | Beijing Youth Daily, Nanguo Jinbao, Chao News, Guangzhou Radio and Television Station, etc
Produced by the Guangdong Health Online all-media team