"26,000 a bottle, a bottle of 60 capsules, converted into a grain of 433 yuan. ”
Following the sky-high price of Moutai and the sky-high price of luxury diamonds**, a sky-high price of the pill called "Celery MAX" has recently quietly become popular in Jingdong International, bringing a new sky-high shock to the public. According to the information on the detail page, the price of the brand's MAX version is as high as 26,000 yuan per bottle, and the single bottle of the ordinary version is also more than 6,000 yuan. At present, tens of thousands of reviews have been accumulated on related items.
The ** of 20,000 six made many people in the industry "shocked". However, judging from the actual feedback, it doesn't seem to be a sell. Behind the small capsule, is it the dawn of science and technology or a consumer trap?
Outrageously expensive, selling a lot?
In fact, Celery MAX production company, Japan Gensheng Bio Industry Co., Ltd. (Bio Industry Co., Ltd.) has always been a leader in the high-end health products market. The starting price of the company's first launch of Celery Pro in 2021 is as high as 6,000 yuan, almost breaking the industry's best record.
Why? The person in charge of the brand's China region said that this is not only due to historical reasons, but also to the practical factors of "scarcity is expensive".
In the early years of 2016, Bezos, the richest man, invested 1$600 million to establish Unity Biotechnology, a life science company focused on developing Senolytics, a technology designed to remove senescent cells. However, after 5 years of research and development, the star product UBx0101, which was highly anticipated, suffered a tragic defeat in the phase II clinical trial in 2021, and the experimental results showed that it was basically ineffective, and Unity's stock price responded by nearly 30%.
But the west side is not bright, but the east side is bright. In the same year, Gensheng Bioindustry Co., Ltd. officially launched Celery, which is also cell-targeted. According to reports, it is based on the patented cell activation factor of Cellerator as the core, and integrates precious ingredients such as coenzyme Q10 and Tai Sui extract PQQ, which is expected to work synergistically on cells at multiple levels, thereby boosting cellular energy and slowing down the aging process.
Prior to this, scientists around the world have invested huge amounts of research funds and have been deeply engaged in this field for many years. In contrast, Celery, which has accumulated tens of thousands of positive feedback in less than three years since its launch, is regarded as a relatively mature market-oriented achievement.
Also in 2021, a report on Guangming.com entitled ""Aging without decay or realization", Chinese scientists deciphered part of the aging code" attracted widespread attention. According to reports, Liu Guanghui's team at the Institute of Zoology of the Chinese Academy of Sciences spent seven years screening tens of millions of human cells to find a switch that can "keep cells young". With this discovery, the scientific research team successfully extended the survival time of mice by 25%, which may be expected to help Chinese people realize the beautiful vision of "aging and aging" in the future.
Somewhat regrettably, the exact timing of the implementation of these technologies has not yet been determined.
At present, the scarce technical background and the deepening aging and anti-aging needs have jointly built the explosion of the market for Celery's health products.
The consumption logic of the rich: not afraid of expensive, only afraid of expensive "not obvious".
Regardless of the impact of technology scarcity and demand growth, the five-digit price of Celery products is still not worried, and it is also closely related to the consumption logic of the wealthy group.
As the saying goes: "Wealth does not return to the hometown, like brocade clothes at night". Industry analysts believe that the ** threshold of Celery MAX just meets the needs of the wealthy in pursuing identity, and has become a symbol of identity and status. For the rich, expensive has never been a disadvantage of luxury, and it is a pity that others do not know that it is expensive.
Jingdong Shangzhi shows that the highest-selling version of Celery overseas *** is the Pro version, with a price of up to 6,000 yuan per bottle. Since entering the domestic market in mid-2021, tens of thousands of positive feedback have been accumulated. In the comment section, many consumers compared it to luxury brands such as Gucci and LV. What's more, only the MAX version is recognized, and dozens of bottles are ordered at a time for social networking and gift-giving, "so that there is face".
The price of luxury goods has undoubtedly shaped a high-quality market positioning. But it is worth noting that behind the consumption logic of "only buying expensive", the rich actually attach great importance to the practical value of health products.
According to a 2021 survey by the American Heart Association, high-income businessmen and entrepreneurs are at greater risk of heart disease and obesity, and generally face problems such as accelerated aging and lack of energy. At the same time, they have a clear understanding of their own declining performance and are willing to pay more for it.
According to the Celery detail page, the product meets the needs of the wealthy for delicate maintenance. The MAX version also adds botanical extracts such as Earth Camellia, Eastern Sayan Larch and Maltese Olive Fruit to increase the level of gain "at any cost".
In the long term, it may benefit more people.
According to the report released by iiMedia Consulting, the market size of health products represented by Celery is growing rapidly, and it is estimated that the market size will increase to 270 in 20231.3 billion yuan.
In 2022 alone, Zhejiang University of Traditional Chinese Medicine, Huazhong University of Science and Technology and other universities have registered a number of experiments based on this technology in the China Clinical Trial Registry, and the experimental directions involve chronic insomnia, aging and other fields. Although the final results are yet to be announced, the positive feedback that Celery products have received on e-commerce platforms such as JD.com Cross-border and have attracted a lot of capital investment reaffirms people's optimistic expectations about the prospects in this area.
At the same time, in the long run, the industry generally believes that the forward term of the counter-time pill should have the characteristics of "inclusive". "There is no doubt that parity is inevitable, and technological innovation is destined to benefit more people. Dropping to triple or even double digits is possible, although it is still far away. ”