When I was a child, I passed through the "90s generation" with beautiful backs and fell in love with them again. Recently, Beibeijia has made it to the hot search list due to its booming sales in live streaming rooms. After fading out of the public eye for nearly 20 years, this pose product has once again become popular and sold over 100 million yuan within 90 days. Why can products that have been questioned as childhood "intelligence taxes" make a comeback? Appearing in the live broadcast room for 90 days and selling over 100 million yuan, "Give yourself a chance. The difference between you and handsome guys and beautiful women is really only one physique!" In the "Back and Back Jia Official Flagship Store" live broadcast room, a well dressed anchor is trying to persuade netizens to back and back Jia. The familiar black pose belt quickly awakened many childhood memories of the post-90s generation: more than 20 years ago, it was the same brand that vigorously promoted its corrective effect on hunchback and chest during the era of television shopping, which was popular among teenagers. According to data from Cicada Mama, the official flagship store of Beibeijia has accumulated sales of 50-75 million yuan in the past 90 days, and with two official sub accounts, the cumulative sales of the three live streaming rooms have exceeded 100 million yuan. Unlike the past where teenagers were the target audience, now the back-to-back target audience has become office workers. However, according to age calculations, the "90s generation" who have grown up are still the ones who pay for their good back. "I didn't get caught up in my childhood, but I didn't expect to be able to escape the challenge of being back-to-back when I grow up," said a netizen. Why are the same group of people still willing to pay the price for Backed Jia after 20 years of success? Ultimately, the success of back-to-back marketing has been imprinted with marketing from the very beginning. Before resigning and starting a business, founder Du Guoying, who had a strong background, was a teacher. Two years of teaching experience made him keenly aware of business opportunities: many students sit poorly in class, either bending down or lying on the table. Can this situation be corrected through some means? In 1997, Du Guoying spent 5000 yuan to purchase a patent for "corrected sitting posture" and subsequently founded the "backlit" brand. Believing in the belief that "marketing is king", he focused on the theme of "correcting hunchback in teenagers" and brought it onto TV shopping programs, successfully winning the favor of a group of parents. In just one year, the promotional advertisement screenshot of Back to Back Jia sold for 450 million yuan, and Du Guoying, who was only 25 years old, joined the Billionaires Club as a result. In 2005, Du Guoying sold the Beibeijia brand to Xiangguo International, but Xiangguo International failed to continue its glory and Beibeijia disappeared for a while. In 2021, Xiangguo International sold its well-established operating entity, its subsidiary Xiangguo Trading, to Kefu Medical for 177 million yuan. In January of this year, Kefu Medical announced that the company had launched multiple new orthopedic products, improving their performance and wearing comfort. At the same time, based on the company's strong e-commerce operation ability and warehouse management ability, we have enabled the products from the channel, and explored the layout of Tiktok, Kwai and other interested e-commerce. Recently, the sales of Backpack products have increased to a certain extent. Riding the fast train of live streaming e-commerce, I started to return to my old business in marketing. In 2020, Zhang Yuqi participated in the comprehensive
Edit：Lubaikang Responsible editor：Chenze
Source：China News Network
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