Recently, the revived "good back" has attracted much attention, with advertisements frequently appearing on TV stations and products appearing at TV shopping counters in major shopping malls. However, due to the frequent criticism of TV shopping recently, the inside story of this product operation mode that relies on huge advertisements to hit the market has also surfaced.
The price used to be in 200 yuan, but now it is in 400 yuan.
The reporter found that the current price of version 08 back-to-back Jia is around 400 yuan, while the price of back-to-back Jia was above 190 yuan six or seven years ago.
Why is the price gap so big? The staff of Beibei Jia Company explained to the reporter that Beibei Jia 08 and the old version have differences in material selection. In version 08, imported chloroprene rubber core-spun yarn high-elastic composite fabric was selected, and the cost was high.
However, the reporter found on Taobao that a seller with a good back sells for more than 200 yuan. The reporter asked if there was such a big cost gap between before and after, and he said that it was very low to buy it directly from the manufacturer. As for the main channel behind, plus hundreds of millions of CCTV and satellite TV advertising fees, plus the difference profit of several agents, the price of 396 yuan will be "starved to death".
The insider and the "star with a good memory" are the same trader.
The seller's words can't be confirmed, but the reporter learned that "Good Back" and another "Good Memory Star" that started with crazy advertising bombing originally came from the same door, and their operation modes are both typical short-lived product operation modes.
From 65438 to 0999, Du Jia, a Tianjin agent, created his own brand "Beibei Jia", but later he went to court with Dai for two years over patent disputes, and the market for corrective belts gradually shrank.
While doing the business of "keeping a good back", Du is also looking for new TV shopping products. In May 2003, Du began to try "unforgettable star" in Jinan. At the end of 2003, Acorn International, a well-known TV distributor, and Shanghai Haojixing Company came together and established Shanghai Acorn Haojixing Digital Technology Company as a joint venture. In 2004, Du Hao, general manager of Haojixing, took out the "2008 edition of Beijia" as a shareholder in the joint venture company. At that time, the advertisements of Haojixing began to cover 26 TV stations and CCTV all over the country, which quickly created popularity. Later, advertisements in ground newspapers began to bombard, inviting Dashan and Super Girl He Jie as spokespersons. In 2004, Haoxixing sold 650,000 units crazily, and in 2005, its sales exceeded one million units.
Tv shopping cycle advertising-profiteering-short life
According to incomplete statistics, the amount of TV shopping advertisements in China is as high as 50 billion yuan every year, and the daily advertising time of satellite TV stations all over the country exceeds 3000 minutes, and the advertising time of nearly 2000 TV stations in nearly 700 secondary cities nationwide exceeds 300,000 minutes. Some enterprises spend tens of millions of yuan on advertising every month in order to start their brands.
Zhao Shiyong, director of the Advertising Center of China Education TV Station, who has been engaged in TV shopping research for a long time, said that the TV shopping industry has been under excessive sales pressure for a long time because of huge advertising investment, and profiteering is a necessary means of survival, and profiteering and violation of regulations have finally created the short-lived fate of TV direct selling products.
If the back is good because of low technical content and reliable quality, it is not easy to judge the effect of posture correction, so the survival period is not easy to judge, then there are too many TV direct selling products, and the sales volume drops rapidly after selling well for less than one year, which is the precedent of "short-lived products". Lucky Star has recently been called a typical short-lived product by TV shopping industry.
Mr. Li, the planner of a TV shopping company in Beijing, pointed out that in some small factories along the coast of Zhejiang and Guangdong, the cost of the products themselves is very cheap, and the cost of fitness products with 1000 yuan is less than 100 yuan. A magical freckle removing liquid is an ordinary whitening emulsion, one from 2 yuan. After packaging, 99 yuan will make one, and a transaction will cost about 2000 yuan. The price of slim shoes in Ni Jian was 168 yuan, and the ex-factory price was 6 yuan.