"60 capsules a bottle, a bottle of 32,000, converted into a grain of 533 yuan. ”
Following the 1999 strawberry bear doll and the sky-high price of dragon grass, an expensive time pill called "Celery" once again brought some "shock" to the public. According to the information on the product detail page, the price of the stemax version of the brand is as high as 32,000 yuan, and the unit price of the ordinary version is also more than 6,000 yuan. At present, these products have accumulated tens of thousands of user reviews on JD.com.
32000** has good market feedback, is this a consumer trap, or the dawn of technology?
According to public information, Celery Stemax is a high-end health line product of Japan Gensheng Biological Industry Co., Ltd. (Bio Industry Co., Ltd.). Yuansheng Biotech has been deeply engaged in the field of high-end health for a long time, and the price tag of its first launch of Celery Pro in 2021 is as high as 6,000 yuan, which is close to the ceiling of the industry.
Behind this, according to the brand, there are not only some historical inheritances, but also restrictions from display factors.
As early as 2014, Google spent $1 billion to create a subsidiary Calico to try to combat the aging problem; Immediately afterwards, Bezos also smashed down 1$500 million in support of Unity Biotechnology, which aims to combat the erosion of age through Senolytics, a technology designed to remove senescent cells.
However, after nearly 10 years, these two star companies that had high hopes have gradually quieted down, but it is the protists who quit halfway to become a dark horse. It is reported that Celery continues the idea of targeting cells from the above two companies, and instead takes the Cellerator factor as the core, supplemented by PQQ, coenzyme Q10 and other precious ingredients, claiming that it can activate the cell state to a certain extent, and then extend the young and energetic period of the body.
According to the industry, the core technology of Cellerator was born from Harvard's research in 2013, and so far there have been hundreds of follow-up studies conducted by the University of Washington and the University of Tokyo. Therefore, the industry believes that this is now a relatively mature market-oriented achievement.
At present, the increasingly severe aging problem and limited implementation results in the world have jointly determined the popularity of Celery.
Aside from the technical and demand issues, the fact that Celery's five-figure is still selling is also closely related to the consumption outlook of the wealthy.
Whether it's a Burberry 4400 hot water bottle or a Gucci 3600 pair of rubber flip-flops, it's hard to measure with normal prices. The reason why they have become popular again and again is that their target users not only pursue the use value, but also pursue the display of identity and status. The same is true for Celery.
As the so-called wealth does not return to the hometown, such as brocade clothes at night. Different from ordinary people's obsession with cost performance, the rich group does not mind being expensive, and others don't know that expensive is the real shortcoming.
Jingdong Shangzhi data shows that the highest sales product of Celery's overseas official *** is the Pro version of 6000 a bottle. Since 2021, the product has accumulated tens of thousands of positive reviews. In the pictures in the comment area, it is common to see the exposure of international luxury goods such as Gucci and LV, and the user groups seem to overlap to a high degree. Some users even buy nearly 10 bottles at a time and give gifts together with overseas brands. "Only in this way can you get your hands on it and have face."
It is worth noting that in addition to the high-end sense of luxury goods, the wealthy group is not simply "only buying expensive", but also pays attention to "practical value", especially in the field of health.
In 2021, a study by the American Heart Association found that high-income groups, such as entrepreneurs, generally also face high levels of stress and exhaustion, and are also relatively high in health risks. They tend to age faster than the average person, and problems such as physical and energy loss are more obvious. At the same time, this group of people is more willing to invest more in maintaining and improving their health.
Celestial products are driven by efficiency at all costs, and they seem to be right in the right place. Among them, the Stemax version further strengthens the ingredient combination on the basis of the original formula, especially adding a variety of rare plant extracts such as camellia from the earth, larch of the Eastern Sayan Mountains and olive fruit of Malta Island, aiming to maximize the benefits of the product to meet the needs of high-end consumers.
According to the market research report released by iiMedia Consulting, the market size of health and anti-aging products represented by Celery has shown a rapid growth trend in recent years, and it is expected to expand to about 270 in 20231.3 billion yuan.
This growth trend is not only reflected in the market size, but also in the field of scientific research. In 2022, a number of well-known domestic universities, such as Zhejiang University of Traditional Chinese Medicine and Huazhong University of Science and Technology, registered a series of research projects based on similar technologies in the China Clinical Trial Registry, covering chronic insomnia, aging problems and other directions closely related to people's quality of life.
From a long-term perspective, industry experts generally believe that the future time pill should have a wider range of "inclusive" characteristics. As industry insiders put it, "they will eventually become more accessible, and are even expected to fall into the triple or even double-digit range." Of course, this goal is still far ahead.