6 years ago.
Wake up at 4 a.m.
Queue up for 4 hours at the entrance of the duty-free shop to get a number.
Pay in line for two hours.
A beauty artifact that I bought for nearly 2,000 yuan.
Now it's only 99 yuan, and it's free shipping.
What a tear of the times this is.
In the past two days, many netizens have complained on social ** that a few years ago, the refa beauty instrument that was popular all over the country and almost every person had one has gone from the original maximum of more than 2,000 to double digits.
REFA beauty device products. **refa official website.
products
Two silver rollers, gently rolling across the face, there is a crispy and numb microcurrent feeling.
Speaking of REFA, most girls are no strangers. Claiming to have the effects of "assisting the V face, removing edema, and making the jawline more refined", about ten years ago, this home beauty device launched by Japan's MTG Group suddenly became popular.
On social platforms, there was a grand scene of many people queuing up overnight to buy them.
In 2017, a beauty blogger showed that at half past one in the morning, many people were lining up with quilts on the benches in front of Korean duty-free shops, sleeping in a long line.
As impressive as the late-night queue for a snap-up, there's also **.
However, I didn't expect that after a few years, refa reappeared in the circle because of ***
In REFA's Tmall***, the original price of the most popular two-wheel roller was 1990 yuan, and the price after the coupon of the year-end good price festival was 649 yuan, which is equivalent to about 3% off the original price. The original price of 1890 yuan for the face + eye dual-purpose massager** was cut to 870 yuan;The classic face lift + body massage, which was originally priced at 2390 yuan, was also cut to 1270 yuan.
The ** of Tmall International's self-operated store is lower, and the estimated price of the classic two-wheel roller is 434 yuan. Offline duty-free shops are also not high, for example, the price of Hainan duty-free shops in November is 2% off the original price.
The cheapest is the **personal store**, the ** of the same roller has fallen below three digits, and the general** ranges from 159 yuan to 88 yuan.
Now this **.
Let many people who spent a lot of money rush to buy it break the defense.
Some netizens said: "I bought it for 1,500 yuan when the classic two rounds first came out, and I can comfort myself all the way to three or four hundred, it doesn't matter!."Now that I'm in the double digits, I'm really breaking the defense, and I feel like I'm an invincible injustice!”
The fire came out of the sky that year
Why can't Refa sell all of a sudden?
The refa that once burst out of the sky didn't collapse overnight.
A tour guide from a travel agency in Hangzhou remembers that in 2020, REFA offered half price in some stores in Japan, and it was only about 700 yuan in China. And last year, the ** price in the circle of friends has fallen to three or four hundred yuan.
In fact, in addition to the impact of copycats in the early years, REFA, which has become popular all the way, has been accompanied by various complaints, such as the so-called microcurrent beauty is just an IQ tax, and some people evaluate it as the "originator of the chicken rib world". In addition, REFA has also been caught in a storm of excessive heavy metals and false publicity.
In 2020, CCTV News' "Weekly Quality Report" announced the test results of 10 hot-selling beauty devices on the market.
Last year, it was reported that REFA's affiliated company Amtiki (Shanghai) Trading *** was fined 450,000 yuan by the Shanghai Pudong New Area Market Supervision and Administration Bureau for publishing false advertisements.
Amtiki once released the "Japanese anti-aging expert recommended Hibino Sawako (doctor, MD)......Member of the Council of China Anti-Aging Promotion Association". However, after investigation, there is no Japanese doctor Hibino Sawako in the list of council members announced by the China Anti-Aging Promotion Association.
As early as 2019, the REFA beauty device that was out of the sky was exposed to a financial crisis.
In 2019, a third-party committee report on MTG, the parent company of REFA, analyzed the financial position of MTG from October 2018 to March 2019, and showed that the final profit and loss originally calculated was a surplus of 53 million yen, but based on the results of the investigation, the third-party committee's revised accounting treatment resulted in a deficit of 5.7 billion yen.
Left out in the cold by consumers
It's not just Refa
There may be many people who remember that there was once a cleansing artifact that swept the circle of friends - Clarionic (Clarisonic). A few years ago, though, it suddenly disappeared.
Claire was born in the United States in 2001 and was later acquired by beauty giant L'Oréal. Colelli used to be as popular as Refa.
However, in 2020, after four years of struggling to support rumors of layoffs and bankruptcy, Corelli announced the official closure of the brand's official website and Instagram account.
The most recent initiative to remove its beauty device brand is Procter & Gamble. In April, after two years of operation in the Chinese market, Procter & Gamble announced the closure of its beauty device brand Opte.
The state issued new regulations
Regulate the order of the industry
In order to promote the benign and healthy development of the home beauty instrument industry, the state has issued new regulations on radio frequency beauty instruments.
Last year, the State Food and Drug Administration adjusted the content of the "Medical Device Classification Catalog" for 27 types of medical devices, and upgraded the RF and RF products such as Thermage and Thermolature from the original Class II device management to the management of Class III medical devices, and the products need to apply for registration in accordance with the provisions of the "Medical Device Registration and Filing Management Measures". The transition period is two years, and after April 1, 2024, RF instruments and RF instruments shall not be produced, imported and sold without obtaining a medical device registration certificate in accordance with the law.
This also means that some home beauty instruments, which were originally managed by the home appliance industry, must hold a medical device certificate from next year to "work".
In April this year, the State Medical Products Administration issued the "Notice of the State Food and Drug Administration Device Review Center on the Guidelines for the Registration and Review of Radio Frequency Beauty Devices". It is understood that the registration of normal Class III medical devices, from clinical filing, test completion, registration submission to acceptance and certification, the entire approval cycle is close to 2 years.
Do you have a Xi of buying products such as beauty devices?
How much did you spend to get it in the first place?
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