When I was a child, the "post-90s" who wore a good back fell in love again.
Recently, Beibeijia has been on the hot search list because of the explosion of sales in the live broadcast room. After fading out of public view for nearly 20 years, this orthopedic product became popular again and sold more than 100 million yuan in 90 days.
Why can a product that is questioned as a "IQ tax" in childhood "reappear"?
appeared in the live broadcast room, and sold more than 100 million yuan in 90 days
"Give yourself a chance, the gap between you and handsome guys and beauties is really only one body!" In the live broadcast room of the "Beibeijia Official Flagship Store", an anchor wearing Beibeijia is backing the best to netizens Amway.
In the live broadcast room of the "Beibeijia Official Flagship Store", the anchor is bringing goods.
The familiar black orthostatic belt quickly evoked the childhood memories of many "post-90s": more than 20 years ago, it was the same brand that vigorously promoted the correction effect of chest hunchback in the era of TV shopping, which was all the rage among teenagers.
According to the data of Cicada Mother, the cumulative sales of the "Beibeijia Official Flagship Store" in the past 90 days have reached 50 million-75 million, plus two official sub-accounts, and the cumulative sales volume of the three live broadcast rooms has exceeded 100 million yuan.
Zhongxin Finance noticed that unlike in the past, which used teenagers as an audience group, the target of publicity with a good back has now become office workers. However, according to the calculation of age, those who pay for the back are still the "post-90s" who have grown up.
"I wasn't circled in my childhood, but I didn't expect that I still can't escape when I grow up." Some netizens commented.
How to "turn red"
After 20 years, why are the same people still willing to pay for the back?
At the end of the day, the success of Back Back is marked by marketing from the start.
Before resigning from his job and starting his own business, Du Guoying, the founder of Beibeijia, was a teacher, and his two-year teaching experience made him keenly smell business opportunities: many students sit in poor posture during class, either bending over or lying on the table, can this situation be corrected by some means?
In 1997, Du Guoying spent 5,000 yuan to buy the patent of "corrective sitting posture", and then founded the "Back Beauty" brand. Firmly believing that "marketing is king", he focused on the theme of "correcting the hunchback of teenagers", and put the back of the best on the TV shopping program, which successfully won the favor of many parents.
Data map: Screenshot of the promotional advertisement with a good back in the early years.
In just one year, Beibeijia sold 450 million yuan, and Du Guoying, who was only 25 years old, joined the billionaire club.
In 2005, Du Guoying sold the Beibeijia brand to Acorn International, but Acorn International failed to continue its glory, and Beibeijia disappeared for a time. In 2021, Acorn International sold its subsidiary, Acorn Trading, the operating entity of Beibeijia, to Kefu Medical for 177 million yuan.
In January this year, Kefu Medical said that the company launched a number of new posture correction products, which improved the performance and wearing comfort of the products. At the same time, based on the company's strong e-commerce operation capabilities and warehouse management capabilities, it has empowered products from the channel, and explored the layout of interest e-commerce such as Douyin and Kuaishou.
Caught the back of the live broadcast e-commerce express and began to return to the old business in marketing.
In 2020, Zhang Yuqi wore a good back in the variety show "Sister Riding the Wind and Waves", #张雨绮同款背背佳#成为热议话题, and the back was good, and she took the first step to become popular; At the end of 2023, Beibeijia will begin to link with Bailu and play the name of "Bailu with the same style"; On May 2, 2024, Bailu officially announced that it would become the spokesperson of the Beibeijia brand.
"I want to have a figure as tall as a star." - This undoubtedly hit many office workers who have been sitting at their desks for a long time and are troubled by scoliosis and other problems. When "body management" has become the current anxiety of young people, Beibeijia has become popular again with the promotion of "counterpart", so that the post-90s generation who once resisted Beibeijia voluntarily pay.
Controversy continues: the "IQ tax" that can't be escaped
From the era of TV shopping to the era of live e-commerce, the "old routine" of back to the back is not changed to change the soup, and it has been tried and tested. But the question of the best effect of the back is never far away.
In 2006, Beibeijia was caught in a public opinion storm such as suspected false publicity, misleading consumers, and product efficacy being questioned by experts. According to media reports, Acorn International has admitted that Beibeijia is neither a medical device nor a health care product, and only has the approval of the apparel industry. As for the scientific basis of the promotional terms such as "the beneficiary group is 4 million, which is a good helper for the healthy growth of teenagers" and "the back is good U8 can restore the acquired moderate bone deformation to normal physiological structure", Acorn International has no clear source statement.
Today, the red-turned Beibeijia still faces the same question: Is it a "IQ tax" to correct the posture through external forces?
On social platforms, many netizens questioned whether Beibeijia was an "IQ tax".
An orthopedic surgeon told Zhongxin Finance that the good back "has a little effect" on correcting the posture, but it should not be worn for a long time. "Scoliosis is not easy to adjust, and the most fundamental way to reduce symptoms is to relieve the unbalanced muscles on both sides, improve poor posture, and avoid the same posture for a long time."
"When I wear it, I feel that it is difficult to breathe, and after wearing it for a long time, a large red and purple mark will be strangled on my abdomen, and I will soon stop wearing it." A post-90s generation who once wore a good back when she was a student told China News Finance that although her abdomen was strangled purple, she still failed to change her hunchback habit. "If there is no subjective initiative, the body will still be unconsciously hunched over, and nothing will change in the end."