Text|Historical Curiosity.
The article was first published by the Headline of the Institute of Historical Knowledge.
In your memory, is there a certain commodity, with the passage of time, also gradually disappearing from your field of vision.
These goods, whether the business is not doing well, or losing the value of buying it. In short, for various reasons, it fell off the altar and was buried by history.
Today, the author will select seven common commodities in the past and tell you about them one by one.
Before reading this article, I sincerely invite you to click the "Follow" button, so that you can continue to push such articles in the future, and at the same time, it is also convenient for you to discuss and share, your support is the driving force for us to persist in creating
"To live happily, a good posture is still the most important. happybaby, please use the back of the best together. ”
"Oh oh, oh oh, oh
This is the lyrics of the first generation of Acorn International's product "Back to the Best" commercial, adapted from the first single "Happy Baby" by the girl group "Youth Beautiful Girl Team".
In the era of TV shopping, the advertising songs with good backs have become popular all over the country because they are too magical. The cheerful and lively girls in the picture, with avant-garde and dynamic **, are full of youth and vitality.
In addition, Beibeijia also signed "Super Girl" He Jie as the image spokesperson, and sponsored the "Super Girl" program to tour the country.
The precise positioning of Acorn International's advertising and sponsorship left the audience with the use of back to correct the hunchback, and regain the same slim and healthy image as the spokesperson.
Who is this most attractive to?Naturally, they are the parents who want their son to become a dragon and their daughter to become a phoenix.
The main audience of the products is teenagers. Their parents want their children to have a tall posture, so they have bought back bags for their children to use.
So the back is a big deal. In just 3 months after entering the market, the sales of Beibeijia reached 30 million yuan. What's even more amazing is that around 2000, the sales of Beibei Jia were able to reach 4500 million yuan.
But the good times didn't last long.
On October 30, 2006, Tianfu Morning Post published a report: Between 2003 and 2006, doctors from the Third People's Hospital of Chengdu and the Chengdu Primary and Secondary School Students' Scoliosis Epidemiological Investigation Team conducted a detailed survey of more than 110,000 primary and secondary school students in Chengdu on scoliosis.Experts were surprised to find that 30% of parents in the survey believed that a good back can correct their child's "hunchback" problem.
At the same time, the report issued three major questions to Beibeijia Company:
1: Beibeijia has never made statistics on the products sold, and the data of the "4 million beneficiary groups" advertised by the company are counted through what means
2: Structural changes such as scoliosis and other bone diseases, even professional medical braces can not achieve the effect of "correction", only surgery can solve it, so how to do it?
Three: has the company conducted clinical trials on the function of "can restore the acquired moderate bone deformation to normal physiological structure" advertised by the product?
In the face of doubts from experts and consumers, Acorn International responded, producing a series of proofs of legal and compliant products, and claiming that the advertising of the "Back Better" product never mentioned the words "**hunchback", but played a role in correcting the posture of hunchback.
Poor parents in the world hope that their children's posture is upright mood is taken advantage of by Acorn International, and voluntarily buy back to cure their children's hunchback problem, no effect, not to mention, some children in the use of back after the hunchback is aggravated.
Some parents mistakenly think that a good back can be scoliosis, and after using it for a long time for their children and finding that there is no effect, they go to the hospital for treatment, which delays the child's time.
After the true utility of Beibeijia was revealed, consumers boycotted it one after another, the market sales were bleak, and Acorn International, which relied on "Beibeijia" to generate income, suffered losses year after year, and Beibeijia gradually disappeared from the public's field of vision.
Until 2021, Acorn International, which is not doing well, was started to lay out the ** assistive device market with Kefu Medical with 1RMB 7.7 billion acquisition.
Nowadays, when it comes to milk tea, it comes to people's minds"Hey Tea", "Shanghai Auntie", "Honey Snow Ice City".and other tea brands that have risen rapidly in recent years.
But have you ever remembered that many years ago, "the annual sales can circle the world three times" Yoremi milk tea is the first choice for consumers to consume on brewed milk tea?
Have you ever calculated, when did it start that fewer people bought Yoremi milk tea?After the rise of the new tea industry, bubble tea shops across the country have sprung up one after another.
There are even more than ten bubble tea shops of different brands in a commercial street. Due to the fierce competition in the tea industry, major brands continue to launch new products, so that consumers have more choices when purchasing goods, and consumers' tastes have become more personalized and complex.
However, the innovation of Yoremi's milk tea category, whether in terms of materials or taste, has not been able to make much waves in the market over the past few years.
Although today's Xiangpiaopiao is still the head enterprise of brewing milk tea, due to the small market size of brewed milk tea, because it cannot keep up with the changes of the times, it has slowly faded out of people's field of vision.
On November 9, 2020, it was reported on the Internet that "Xiaobawang" was going bankrupt!
Soon after the news came out, the official came out to clarify that it was a "Xiaobawang cultural development" that filed for bankruptcy and had nothing to do with the "Xiaobawang" brand and products.
However, although this "Little Overlord" is not the "Little Overlord", the attention of netizens also reflects the difficult situation of the "Little Overlord" brand today.
Looking back on the grand occasion of the peak of Xiaobawang's Xi machine:
It was a little overlord who put a lot of effort into advertising on CCTV, and even invited kung fu superstar - Jackie Chan as the spokesperson. It was a small bully with an output value of more than 1 billion yuan in just a few years after exiting the market.
However, Xiaobawang's thriving development trend has gradually changed since the departure of its founder Duan Yongping.
In 1995, Duan Yongping left angrily with six team members due to disagreements with the group's top management. Since then, Xiaobawang, who has lost the core innovation team, can only eat his old book like a group of dragons without a leader.
It also coincided with the country's efforts to vigorously rectify electronic business sites, and the Xiaobawang Xi machine was slowly abandoned in the corner of history.
Now, Xiaobawang, who dominated the domestic game console market in the past, is unwilling to become the group's oil bottle, and tries to develop new domestic game consoles. As we all know, if a game console wants to open up the market, the key is to have enough high-quality game content.
Today's Chinese console game industry is still in the cold winter, and the quality of games produced by domestic studios is uneven, and it is difficult to support Xiaobawang game consoles to gain a firm foothold in the market by relying on feelings alone.
As a result, Xiaobawang's new host products still suffered a failure in the domestic market.
Speaking of brain platinum, its founder Shi Yuzhu is a topic that can never be avoided. Shi Yuzhu is a very legendary figure, after the bankruptcy of the Giant Group, Shi Yuzhu owed a huge debt of more than 200 million yuan, and was known as China's largest "loser" at that time.
And Shi Yuzhu founded the brain platinum brand with 500,000 yuan borrowed from the east and west, and passed"If you don't receive gifts during the holidays this year, you will receive brain platinum if you receive gifts."'s advertising campaign allowed Brain Platinum to successfully enter the market, and it took only three years to kill it and pay off its debts.
When the brain platinum is hot, the brain platinum has become the carrier of young people's filial piety and love, and the elders will always receive a few boxes of brain platinum during the New Year's holiday, and this is a matter that makes both the gift-giving and the receiving of gifts feel face-to-face.
However, although Brain Platinum quickly opened up the market with a good marketing strategy, it also disappeared at the same rate. Throughout the development history of the brain platinum brand, the reasons for its fall to the altar are as follows:
First, the advertising channel of brain platinum is relatively single. In the Internet era, TV advertising has declined, and the communication effect is not as good as before. The second is that the perennial **-style advertising makes consumers disgusted.
The third is that the company places too much emphasis on the social attributes of brain platinum for gifts, and does not pay enough attention to the actual efficacy of the product.
Fourth, other health care products of the same category have entered the domestic health care product market, slowly squeezing out the market of brain platinum. Today, it is no longer difficult to see the advertising of Brain Platinum on TV, and it is also the decline of Brain Platinum health products.
Sanlu Dairy Group used to be a leading domestic dairy enterprise.
In 2005, Sanlu brand was selected as one of the 500 most valuable brands in China evaluated by the World Brand Laboratory, and the World Brand Laboratory is doing the selection of the world's top 500 enterprises and Asia's top 500 enterprises every year.
In 2006, among the top 100 Chinese enterprises in Forbes, Sanlu Dairy ranked first in the dairy industry. Sanlu's brand value was as high as 14.9 billion yuan.
Sanlu milk powder, which once appeared on supermarket shelves all over the country, is very popular with the public because it is very "cost-effective". Therefore, in the milk powder market in rural and remote areas, Sanlu milk powder is the best-selling.
However, a report brought Sanlu Dairy to a catastrophe.
In September 2008, 14 babies in Min County, Gansu Province suffered from kidney stones at the same time.
Three days later, a total of 59 children with kidney stones were found in Gansu Province, some of which had deteriorated to renal insufficiency and one infant died.
According to the investigation by the relevant departments, these sick babies were fed infant formula milk powder by their parents in their daily lives. Later, it was further found that the chemical raw material "melamine" was illegally added to the milk powder.
Hebei Province immediately ordered Sanlu Dairy to suspend business for rectification and detain the responsible persons. Due to the high level of attention, less than half a year after the report, the relevant criminal case entered the court trial stage:
Tian Wenhua, chairman and general manager, was sentenced to death with a two-year reprieve, and Zhang Yujun and Geng Jinping, who illegally added melamine, were sentenced to death and immediately executed.
Sanlu Dairy has since collapsed, but its impact has even spread overseas. Sanlu milk powder has caused great turmoil in the domestic dairy industry, and the General Administration of Quality Supervision, Inspection and Quarantine of the People's Republic of China has carried out a thorough and comprehensive inspection of the domestic dairy industry.
Overseas, the Sanlu milk powder incident also caused a violent sensation, and the international reputation of China's dairy products suffered a heavy blow, with the United States, Singapore and other countries directly banning the import of Chinese dairy products, and the European Union and Japan also responding.
Because of the bad impact of Sanlu milk powder, some countries still ban the import of dairy products from China to this day.
Sanzhu Oral Liquid is the ace product of Jinan Sanzhu Pharmaceutical. Its founder, Wu Bingxin's genius marketing strategy, made Sanzhu Pharmaceutical rise rapidly. At its peak, Sanzhu had more than 600 branches across the country and laid more than 2,000 sales outlets
In 1996, Sanzhu, which had been established for three years, even relied on Sanzhu oral liquid to set a one-year revenue record of 8 billion!
In the same year, Sanzhu, a rookie company, rose rapidly due to marketing, but also fell into a turmoil due to marketing, which led to its decline.
In 1996, under the hype of Sanzhu "cure the disease and exercise without the disease", an elderly man named Chen Boshun spent 428 yuan to buy 10 bottles of Sanzhu oral liquid to take at home.
The old man drank 10 bottles in one go, and there were ulcers all over his body, and the family members who noticed that Chen Boshun's life was in danger hurriedly sent him to the hospital, and soon, the doctor made a diagnosis:"Three strains of drug hyperprotein allergy".
Two months later, Chen Boshun died of illness, and the angry family took Sanzhu Pharmaceutical to court in one fell swoop. In the end, the court ruled that three oral liquids caused Chen Boshun's death, and compensated the victim's family.2980,000 yuan.
However, Wu Bingxin firmly believed that the three strains of oral liquid were not toxic, and at his insistence, the three strains appealed. A year later, in March 1999, the court of second instance changed the verdict to acquit Sanzhu Pharmaceutical.
Although Sanzhu was able to redress its grievances, at this time, the public ** had overwhelmed Sanzhu Pharmaceutical, and branches and sales outlets across the country were almost closed, so the number of unemployed Sanzhu employees was as high as 100,000.
Wu Bingxin is also powerless. Although Sanzhu Oral Liquid and other products of Sanzhu Pharmaceutical can still be purchased, Sanzhu has lost the trust of consumers. However, this is also the evil result of Sanzhu Pharmaceutical's false propaganda and overexaggeration of the utility of the product.
If the three strains of oral liquid are false propaganda that leads to self-reaping the consequences, then the Overlord shampoo is a little wronged.
Like the "Little Overlord Learning Xi Machine", Bawang Group also recognized the positive impact of superstar Jackie Chan's star effect on the promotion of shampoo, and in 2005, Bawang Group hired Jackie Chan to record a number of advertisements for Overlord shampoo.
The overlord shampoo that came out of nowhere has directly become the first choice for anti-hair loss shampoos. By 2009, Bawang Group had a market share of nearly 50% in the Chinese herbal medicine care industry, accounting for almost half of the industry.
This year, Bawang Group was in the limelight.
This year, Bawang Group's revenue exceeded 1.7 billion yuan and its net profit was 36.4 billion yuan.
This year, with the best-selling Bawang shampoo in China, Bawang Group was successfully listed on the Hong Kong Stock Exchange. However, only in the following year (2010), after the Hong Kong ** "Next Magazine" reported that Bawang shampoo caused cancer, Bawang suddenly fell before he could gain a firm foothold.
Next Magazine reported that Overlord shampoo contains a substance called "dioxane", which can cause cancer in users. Detonated the public**.
Naturally, the state cannot sit idly by and ignore commodities that endanger people's lives and health. Soon, the Food and Drug Administration made public the results of the sampling inspection of Bawang's products, and the results showed"The highest level of dioxane in the sample was 64ppm, which is within a safe range".
Apparently, the overlord is innocent, but since the rumors have spread throughout the country and are completely uncontainable. The market value of Bawang Group, which was in the storm, evaporated by 2.4 billion Hong Kong dollars in an instant.
That year, Bawang Group's net profit plummeted by 132%. Since then, Bawang Group has been declining. In recent years, the topic of anti-hair loss has attracted more and more attention, and the market scale of anti-hair loss products has been further expanded, but Bawang Group still has suffered losses year after year.
From 2018 to 2022, losses continued to widen. The loss in 2018 was 11960,000 yuan, 6.1 million yuan in 2019, and 403 yuan in 202080,000 yuan, 908 in 202140,000 yuan, with a loss of 19.4 million yuan in 2022.
Obviously, the overlord still failed to eat the dividends of the anti-detachment economy. Obviously, how to re-establish the collapsed brand image in the minds of consumers, which has experienced a carcinogenic turmoil, is still the key.
These commodities that are gradually falling off the altar are also a constant reminder to business operators that in the development process of enterprises, they may fail at any time because of a chess gap.
At the same time, the fate of Sanlu Dairy has also sounded the alarm for companies that are mercenary and try to exceed the bottom line of the law.