Decipher Bishengyuan: is it tea that consumers buy, or is it IQ tax?

“ Wash your intestines ！ and “ Don't be too thin ！” Two familiar advertising words , Bishengyuan has become a well-known weight loss product . These two advertising words are accompanied by exaggerated function publicity of the product , The company has been repeatedly exposed by the industrial and commercial department to have various problems . that , Bishengyuan slimming tea can really “ To lose weight ” Do you ？ How chaotic is the weight loss industry in China ？

01

Diet tea can really “ To lose weight ” Do you ？

How big is the weight loss market in China ？ Published by AI media consulting 《2020 Monitoring and analysis report on the development of China's health and slimming industry 》 For example ,2019 In, the obese population in China has exceeded 2.5 Million people ,91.6% Of the netizens interviewed said they were willing to pay for weight loss . among ,60% Of netizens are willing to pay more than 1000 yuan .

meanwhile ,2019 In, the market scale of functional slimming food in China has broken through 1945.3 One hundred million yuan , The annual compound growth rate is 19.9%,2023 It is expected to grow to 4020.9 One hundred million yuan . From the development stage of China's weight loss industry , Slimming tea is the beginning of slimming products in China .

Of course, when it comes to diet tea , The first thing many people think of is Bishengyuan, which became popular in those days because of advertising bombing . in fact , In those days, Bishengyuan had only 2 Kind of —— Bishengyuan Changrun tea and Bishengyuan slimming tea , But according to the data released by the Southern Institute of pharmaceutical economics , this 2 The market share of drugstore chain products is respectively 25.2% and 15.9%,2 The total market share of this product is as high as 41.1%.

It is reported that , Bishengyuan Changrun tea and Bishengyuan slimming tea 25 The ex factory prices of small bags are 39.66 Genna 30.63 element , The suggested retail prices of terminal channels are 59.8 Genna 39.8 element , The profits of dealers are as high as 50% and 30%. To drive the sales of this product , Bishengyuan holdings continued to increase its advertising efforts .

data display , The company's advertising expenditure has gone from 2007 Year of 4920 Ten thousand yuan soared to 2011 In the first half of 16541 Ten thousand yuan . in the meantime , The company not only signed a contract with xujinglei as the brand spokesperson , Still on TV 、 On the Internet 、 On the bus 、 In the building elevator 、 In the draft , Bishengyuan is also everywhere .

Of course, such intensive advertising has also led to the improvement of the company's sales and market share , among 2011 In, the sales volume of Bishengyuan Changrun tea has exceeded 13.7 Million bags . What's the concept , The sixth census of China in that year showed that China had 13.7 A population . in other words , according to 2011 Annual sales calculation , Bishengyuan is equivalent to taking a bath for every Chinese intestines .

First in market sales , A year to sell 13.7 Million bags , Xu Jinglei speaks for , Men, women, young and old , No side effects , Behind the brilliant Bishengyuan, there are many punishments from relevant departments , Traditional Chinese medicine experts point out that its core ingredient is cathartic , The media has reported that consumers have had accidents after taking Bishengyuan , Relevant scholars have found that Bishengyuan slimming tea is beneficial to “ To lose weight ” No help . obviously , Customers do not buy from Bishengyuan “ beauty-slimming tea ”, But pay for the company's overwhelming advertising .

02

Why consumers are willing to be acquired by IQ tax ？

in fact , The problem with Bishengyuan is that there is a lot of chaos in China's weight loss industry , It's just the epitome of the trap . Now let's see , China's weight loss industry has become a disaster area of false propaganda . such as , Many weight loss products are advertised “ Immediate effect ”、“ No side effect ”、“ both , How fast you lose weight , Instant miraculous effect ”.

But according to industry experts , What is advertised in the market is immediately effective 、 Losing weight really fast is contrary to the principle of losing weight . And the drugs added to weight loss products will produce certain side effects , It is not that there are no side effects advertised in the market . For now , China's weight loss market has the following problems .

First, there are main ways to lose weight in the current market , There are different problems . Weight-reducing aid 、 Slimming contract 、 Lazy people burn fat 、 Slimming cream has different degrees of “ tricks ”. Besides , We sorted out the main diet pills on the market , It was found that there were different side effects . Therefore, it is recommended that you purchase and use diet pills in the follow-up process , Be sure to use it carefully .

Second, from the perspective of industry sales mode , At present, the main sales methods of diet pills mainly include brand side direct sales 、 The pharmacy 、 The hospital 、 E-commerce channels 、 Wechat Business . However, due to the high profits of the whole industry , It also leads to serious counterfeiting and selling in the whole industry . such as , cost 1 hair 1 Pills for weight loss , The terminal price is as high as 10 element 1 grain , High profit margin 9000%.

The raw material of casual fruit is fermented green plum , The raw material of zodanli, a vegetarian meal substitute, is actually made of cereals powder , Korean slimming fudge is made of white kidney beans , At present, the whole weight loss market has formed a complete black industrial chain of making and selling fake products , There is an urgent need for relevant departments to strengthen supervision .

In recent years, the fast-growing wechat business has become a centralized place for selling fake goods , Millions of running bills , Reduce the comparison of exaggerated photos before and after several tens of kilograms . But actually , The authenticity of these photos and running bills , I'm afraid there are still many disputes . Behind the seemingly prosperous whole industry , But consumers are reaped intelligence tax again and again .

in fact , Many consumers are willing to continue to reap IQ tax on weight loss products , Buy a lot of weight loss products , It has something to do with the current public aesthetic view of taking thin as beauty , It is also related to the psychological identity of many consumers . such as , Many consumers are willing to do anything to be thin , I also try to buy these products , Others use it , How could I possibly have useless ideas , Finally, it has become a weight loss product “ leek ”.

03

What is the core of weight loss ？

The core of weight loss is actually the balance of total energy . Simply speaking , Only energy expenditure is greater than energy intake , To lose weight . If we are obsessed with the all kinds of the weight loss products , Every day there is plenty of fish and meat , No exercise , Don't you still grow fat ？ Losing weight is actually very simple , Tube shut up , Move around , Exercise more , Make a reasonable diet plan , To really achieve the effect of weight loss .

Last , We want to ask you , Do you know any good ways to lose weight ？