Beibeijia, which once became popular all over the country in the TV advertising era, has become high-profile again.
Recently, Jiaozi brand backer Jiaguan announced Bailu as the brand spokesperson. In fact, starting about half a year ago, Beibeijia has placed significantly more advertisements on major social platforms. Sino-Singapore Jingwei noticed that Beibeijia, who came out of the TV shopping era, returned to the public eye, and the chosen method was to enter the live broadcast room.
According to Sino-Singapore Jingwei, the Cicada Mama platform shows that Beibeijia has three official accounts. In the past week, the three official accounts have broadcast live broadcasts 8 times, 9 times and 8 times respectively. Most of the live broadcasts lasted more than four hours. . According to the Cicada Mama platform, on May 8, Beibeijia's products ranked first in the live streaming product list of the medical and health care categories, 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 has also changed its audience from teenagers to adults.
According to Sino-Singapore Jingwei, regarding the shift of Beibeijia, some market comments said: Beibeijia has always targeted people born in the 1990s. But as they grow up, the best selling point of Beibei has changed from "brainwashing" their parents to "brainwashing" themselves. Elementary school students who once resisted having to wear their backs when doing homework are now voluntarily wearing this "beautiful torture device" in order to improve their posture.
Some netizens said that the same people who used to carry Jia on their backs when they were young came to buy it again, right?
Some netizens also said that wearing it feels like being sentenced to death.
But some netizens expressed their desire to try it.
Beibeijia is not unfamiliar to consumers born before the millennium. This brand, founded in 1997, rapidly increased its popularity in the years around 2000 with its TV commercials of "Stand tall, happy and good back" and endorsements by popular celebrities.
According to China Youth Daily, Beibeijia obtained the design patent in 1998 and officially went into production. In a short period of time, it captured 80% of the domestic market. There are also public reports that Beibeijia was priced at around 300 yuan that year and had achieved sales of 450 million yuan a year.
According to Jiemian News, in 2006, Beibeijia was involved in public opinion storms such as false propaganda, misleading consumers, and product efficacy questioned 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 the time in 2005. Du Guoying is a well-known marketing maniac in the industry. After Beibeijia, he used similar marketing methods to create many well-known brands and products such as Haojixing, e-book, 8848 titanium mobile phone, and small can of tea. .
's Beibeijia, operated by Acorn International, has not made much splash and has even gradually faded out of the market. Acorn International completed its privatization at the beginning of 2021 and delisted from the New York Stock Exchange. At the end of the year, it sold its operating entity and subsidiary Acorn Trading to Corfu Medical for 177 million yuan.
Source: Beijing Business Daily Comprehensive
