The market is running, and no one can understand it.
A few days ago, a "Year of the Dragon Limited" jacket with a price tag of 8,200 yuan is still in short supply, and the ** on the second-hand platform even soared to 120,000 yuan; The mobile phone co-branded by Porsche and Honor, priced at 15,999, "the owner does not blink his eyes when he pays"; On Jingdong, an imported anti-aging care product called "Celery", with a maximum of 26,000 yuan for a single bottle, was also grabbed to the ...... of "a bottle is hard to find".
The more expensive, the better it sells", the phenomenon occurs from time to time, causing a lot of controversy: are these expensive items "value for money" or "IQ tax"?
According to industry sources, the above-mentioned hotly discussed "Celery" products have been popular among high-end consumer groups in developed countries such as the United States and Japan for a long time before entering the Chinese market.
According to public information, when Celery debuted in the Chinese market, the ** of a single bottle of 60 capsules was as high as 260,000 yuan, which is equivalent to the monthly salary of ordinary wage earners; Even if the lowest entry-level version was launched in the later period, the price is still five or six thousand yuan, approaching the top price of the industry. Many consumers marveled at its high pricing, saying that it was "more expensive than **", and they saidIt's really useful, and I can't afford it
In addition to the extremely high **, the exaggerated statement of "setting back the biological age by 20 years" in the rumors has aroused many consumers' questions, and some netizens also ridiculed it as an "IQ tax" for the rich.
However, when I checked the relevant pages of Celery's JD.com, I did not find any exaggerated descriptions such as "20 years younger" directly advertised, and more content focused on expounding specific anti-aging principles such as fighting the physiological aging process and removing aging cells in the body.
According to the interviewed industry analysts, the folk saying "20 years younger".Probably derived from experimental studies related to this product from ten years ago。It is understood that the core ingredient contained in Celery is the Cellerator factor, which has attracted much attention in the academic community in recent years.
According to the international journal "Cell", after ingesting the above factors, the elderly mice with slow movement and gray hair showed more agile behavior and bright coat color, and the average cell viability increased by about 30%. Biologically speaking, it is equivalent to restoring some of the physiological functions of an organism from a state similar to that of a 60-year-old to a state close to 20 years old.
Soon after the release of the results of the above-mentioned experiments, the wealthy circles in developed countries such as the United States and Japan became very interested in the research results. Although the price of the core factor raw materials was as high as 22,640 yuan per gram at that time, and the price of the first product was more than 200,000 yuan per bottle, it still attracted many top wealthy people to experience and buy.
As we investigated further, more information surfaced about Celery and its like-like products. A real estate giant in China brought his wife to attend an entrepreneur's gathering in Japan, and this anti-aging product is suspected to have appeared in the relevant **.
Analysts point out that the consumption behavior of the rich has a significant impact on the market. Since then, the attention of Celery in China has risen rapidly, and there have been speculations that this spirited entrepreneur in his 70s and his wife who is much younger than him are still deeply in love, and I don't know if it is due to the use of such high-tech products.
According to JD.com, sales growth rates of Celery and its similar products soared to 231% within three months of the report's release, and continued to run at a high level. The buyers are mainly in the 35 to 68 age group, including many business executives and investors and other successful people in society.
According to the statistics of the Hurun Report as of 2020, China has more than 5 million wealthy families, with per capita current assets of more than 6 million yuan. For this part of the wealthy group, even a product like Celery is priced at tens of thousands of yuanIts expenditures are almost negligible in its total wealth
Not only that, but the behavior of buying maintenance products such as Celery also reflects another consumption characteristic of these people. The report shows that "quality of life" related consumption accounts for 62 percent of their total consumption3%。These successful people, who have accumulated a lot of wealth through their own efforts, often face the problem of declining health status before entering middle age under long-term high-pressure work. In this regard, the CEO of Sunac Group has long predicted: "The first batch of rich people is old." ”
In this social context, Celery-like anti-aging products are rapidly becoming popular among high-net-worth individuals in China. In particular, the 1,000-yuan entry-level version with a more affordable price has been shown to have reached millions of needy groups in first- and second-tier cities in China.
Although its anti-aging effect has not been clinically proven on a large scale, many consumers still haveTry to buy with the mentality of "try it out"."Those rich people have been buying, and there must be a reason for them. "Surveys show that a significant proportion of consumers have such a mentality.
In fact, it is more common for the market's top products to rely on hype to attract consumers in the short term, but many such products may quickly lose market heat after the boom subsides, and even be snubbed by consumers. For the brand Celery, it will take time to see if it can be an exception.
However, according to iiMedia Research**, the anti-aging market segment in which Celery is located is expected to continue to expand, especially in the context of the increasing prosperity of the silver economy, which shows strong development potential and broad prospects.
It is worth noting that with the progress of production technology and the significant reduction of costs, the ** of Celery products has dropped from the initial hundreds of thousands to the current one.
four- or five-digit levels, and there is the possibility of further price reductions, thus making more people, especially the global huge 26.4 billion elderly people can afford such anti-aging products.
Mr. Liu, the person in charge of the brand, expressed the strategic vision of the brand: "We are planning to increase production capacity to ensure that we can serve more people who need anti-aging, so that consumers can live their old age in a healthy and elegant state." ”