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Liu Mi/Red Star Capital BureauThe childhood memories of those born in the 1980s and 1990s have come back again.Red Star Capital Bureau has noticed that in recent times, a large amount of content related to correction belts has appeared on social platforms such as Xiaohongshu and Douyin.Orthopedic braces are more commonly known as back braces.Because more than 20 years ago, this brand of correction belts was so popular that it became synonymous with this category.The reason behind the popularity of corrective belts again is related to people's aesthetic changes in recent years. People are more concerned about body management. More and more people are trying to use correction to strengthen their backs and straighten their chests in order to pursue a taller and more elegant body shape.Some netizens joked that in the past, those born in the 80s and 90s wore back-to-back pants at the request of their parents. Now, faced with body anxiety, they wear back-to-back pants. The core audience of back-to-back boots is always the same group of people.Part 1: Beibeijia has become popular againWalking into the live broadcast room of Beibeijia, this brand founded in 1997, evoked many people鈥檚 childhood memories.The anchor repeatedly showed the audience the process of using the back and back. With a simple "pull, pull and stick" action, he straightened his body in an instant.At the same time, the live broadcast room constantly emphasizes "21 days to develop a good body", and links pop up at any time, urging people who want to become more beautiful and elegant to place an order immediately.The Red Star Capital Bureau noticed that Beibeijia currently has three official accounts on the Douyin platform, namely "Beibeijia Official Flagship Store", "Beibeijia Babaka Posture Correction Live Room" and "Beibeijia Children's Live Broadcast Room", with a total of more than 500,000 fans.These three accounts are mainly used for product live broadcasts. The live broadcasts are relatively intensive and the daily live broadcast duration is also long.Screenshot from DouyinTake "Beibeijia Official Flagship Store" as an example. The profile on the home page of the account reads "Live broadcast from 6:00 am to 2:00 pm every day".Data from Cicada Mama shows that "Beibeijia Official Flagship Store" has had 35 live broadcasts in the past 30 days, with an average broadcast duration of 16 hours and 32 minutes, basically broadcasting from morning to night every day.Screenshots from Cicada鈥檚 mother鈥檚 dataUltra-high-frequency live streaming has also brought good performance to Beibeijia.According to Cicada Mama鈥檚 data, as of July 1, the total sales of the 鈥淏eibeijia Official Flagship Store鈥?in the past 90 days ranged from 50 million yuan to 75 million yuan; the 鈥淏eibeijia Babaka Posture Correction Live Broadcast Room鈥?sales ranged from 10 million yuan to 25 million yuan; and the 鈥淏eibeijia Children鈥檚 Live Broadcast Room鈥?sales ranged from 10 million yuan to 25 million yuan.Based on this calculation, on the Douyin platform alone, Beibeijia鈥檚 90-day sales ranged from 70 million yuan to 125 million yuan.In addition, Red Star Capital Bureau noticed that Beibeijia currently has official flagship stores on e-commerce platforms such as Tmall and JD.com.In the Tmall flagship store, the best-selling product has sold more than 300,000 yuan; in the JD flagship store, a product priced at 199 has received more than 1 million reviews.Who are the users who are interested in Beibeijia?Cicada Mama data shows that women account for more than 80% of the Douyin live broadcast rooms in Beibeijia.The majority of viewers are between the ages of 24 and 40 (post-85s and post-90s), accounting for more than 80%.In the geographical distribution of the population, first- and second-tier cities have a higher concentration.Screenshot from Cicada Mama鈥檚 dataIt can be seen that the core users of BackBijia today are mainly female consumers born in the 1980s and 1990s who have a certain pursuit of body shape.Part 2: The ups and downs of BeibeijiaThe story of Beibeijia starts with its founder Du Guoying, who is also known as the "Godfather of Chinese Marketing."In 1997, Du Guoying founded Backbeijia, which mainly provides posture correction products to students and teenagers, aiming to solve common problems such as hunchback.Due to the widespread problem of hunchback among teenagers, and the advertising of Beibeijia, which has deepened parents鈥?鈥渁nxiety鈥?about the above-mentioned problems, the performance of Beibeijia has also 鈥渟kyrocketed鈥?Public information shows that in 1998, the second year after its establishment, Beibeijia's sales reached 450 million yuan.In the following years, Beibeijia increased its marketing and publicity efforts and has been active in the public eye.However, the voices of doubt became louder and louder, which finally brought Beibeijia to an "inflection point".According to Guangming.com, in 2006, Beibeijia received complaints and reports from many parents, and was involved in public opinion storms such as false propaganda, misleading consumers, and product efficacy questioned by experts.At the same time, coupled with the popularization of the Internet in China, advertising channels have undergone profound changes, and Beibeijia has gradually faded out of public view.The development of Beibeijia has gone through two 鈥渃hanges of ownership鈥?Public information shows that in 2005, Du Guoying, the founder of Beibeijia, sold the brand to Acorn International, which was mainly engaged in TV shopping at the time.At the end of 2021, Acorn International sold the operating entity and subsidiary Acorn Trading of Beibeijia to Corfu Medical (301087.SZ) for 177 million yuan.But in fact, before cooperating with Corfu Medical, Acorn International had already fallen into losses.Screenshot from Beibeijia official websitePublic information shows that Kefu Medical is mainly engaged in large-scale, comprehensive household medical devices.In January 2024, Corfu Medical disclosed in its investor Q&A form that Beibeijia had completed the delivery in April 2022.On the one hand, Corfu Medical will carry out product iterative upgrades; on the other hand, Corfu Medical's e-commerce sales channels are highly overlapped with those of Beibeijia. Corfu Medical can empower products from the channels and explore the layout of interest e-commerce companies such as Douyin and Kuaishou. The overall operating results are currently good.At the performance level, Corfu Medical鈥檚 overall performance faces certain challenges.According to Corfu Medical's financial report, in the first quarter of 2024, the company's revenue was 807 million yuan, a year-on-year decrease of 5.64%; net profit was 101 million yuan, a year-on-year decrease of 24.75%.Part 3: Creating 鈥渁nxiety鈥?is a traffic password?From being popular to falling off the altar, and now becoming popular again, how did Beibeijia do it?In fact, in 2020, when the popular variety show "Sister Lang" was on the air, a correction belt used by female star Zhang Yuqi during the recording of the show received a certain amount of attention. At that time, some netizens discussed Zhang Yuqi's same style of "Better Back".Since then, various kinds of "Beibeijia" have begun to appear on the market, with prices ranging from a few yuan to several thousand, and the publicity effects are also varied. Gradually, "Beibeijia" has become active on social platforms as a popular category.Beibeijia naturally did not want to miss this "business opportunity" and began to expand marketing efforts.For example, it was announced that celebrity Bai Lu would be the spokesperson for the brand, and at the same time, it cooperated with various KOLs (such as Internet celebrities, fashion bloggers, etc.) to use their influence to quickly increase brand exposure.In addition, Beibeijia also actively participates in sponsoring variety shows (such as "Happy Start Again") to attract target user groups through precise exposure.In terms of content marketing on social platforms, Beibeijia began to put a large amount of content on social media platforms such as Douyin and Xiaohongshu, and demonstrated product effects through grass planting, cross-dressing videos, etc., to attract users' attention and purchases.For example, on Xiaohongshu, if you search for the keyword "Beibeijia", you will find more than 60,000 related notes.Beibeijia focuses on emotional resonance and scenario-based marketing, emphasizing the effects of its products on improving posture and temperament to satisfy users鈥?pursuit of beauty.Screenshot from XiaohongshuIn addition to the above-mentioned online marketing, a lot of traffic in Beibeijia鈥檚 live broadcast room is also bought with real money.According to data from Cicada Mama, in the past 30 days as of July 1, in the live broadcast room of the Douyin account "Beibeijia Official Flagship Store", the traffic driven by the platform accounted for 25.3%, and the average number of people with the same level was 47.7%, while the paid traffic accounted for 53.8%, and the average number of people with the same level was 26%.In other words, more than half of the traffic in the Beibeijia live broadcast room is purchased by companies, which is higher than the industry average.Screenshot from Cicada Mama鈥檚 dataCorfu Medical鈥檚 emphasis on marketing is also reflected in the financial report.In April 2022, Corfu Medical officially completed the acquisition of Beibeijia. From 2021 to 2023, the company's sales expenses were 414 million yuan, 619 million yuan, and 741 million yuan respectively, and the sales expense growth rates were -4.4%, 49.49%, and 19.62% respectively.After 2022, corporate sales expenses will increase significantly.As for marketing-driven, it is difficult to know how long Bianbeijia will be popular this time.But it is undeniable that Beibeijia is indeed more successful at the marketing level, from creating "anxiety" for parents to creating "anxiety" for young people.The group of people who used to carry their backs to do their homework now start carrying their backs to and from get off work for the sake of body posture management.