htmlDon’t lose weight in 13 months, and it’s only sad in April!
Nowadays, as luxurious as wealth freedom, it may be the freedom of body shape.
Busy work and tired social interaction... Let the hot topic of weight loss become a business!
According to statistics, China has surpassed the United States to become the world's largest obese country, and the weight loss market of 100 billion yuan is "competing for hegemony".
Speaking of weight loss, you can’t help but hear familiar advertising slogans such as “Please take a bath for your intestines” and “Don’t be too thin”. That’s right, it’s the advertising slogan of Bishengyuan Weight Loss Tea that year’s “Screen Dominance”!
Even if you have never drunk Bishengyuan , you should have heard these slogans. As a national weight loss giant brand, " weight loss tea first stock"Bishengyuan was once very popular:
was worth as high as HK$5.2 billion at its peak, and its founder Zhao Yihong , created a sales myth that set billions with just two packs of tea, which can be said to be a complete defeat to sell Bijing Platinum , which made a comeback.
But in just a few years, this former first brand of weight loss tea has become "in name only". The stock price of fell 96.5%. Not only did it lose hundreds of millions in four years, it also sold its office building headquarters and subsidiary to pay off its debts.
Recently, Bishengyuan announced that it had sold several properties in Putuo Mountain, Shanghai, and announced the explosion that it expected to lose up to 130 million yuan for the whole year...
How big is my country's weight loss market?
Take the "2020 China Healthy Slimming Industry Development Monitoring and Analysis Report" released by iMedia Consulting as an example. The obese population in China in 2019 exceeded 250 million, and 91.6% of the surveyed netizens expressed their willingness to pay for weight loss. Among them, 60% of netizens are willing to pay more than 1,000 yuan.
At the same time, in 2019, the market size of my country's functional slimming food has exceeded 194.53 billion yuan, with an average annual compound growth rate of 19.9%, and is expected to grow to 402.09 billion yuan in 2023. Judging from the development stage of my country's weight loss industry, weight loss tea is the beginning of my country's weight loss products.
When it comes to weight loss tea, the first thing many people think of is Bishengyuan, which became popular by advertising bombing back then.
is also the case. In the era when the Internet was not yet popular, people's entertainment basically relies on TV. Therefore, TV advertising has also made many brands stand out in the market competition and have a very high reputation.
Bishengyuan is a typical example. During the heyday of television promotion,Bishengyuan's advertisements were spread all over the streets and alleys and every TV station, and it was a well-deserved "screen dominant".
Almost everyone knows this brand, and many people have diarrhea by drinking its tea...
But with the development of the market, Bishengyuan can build the market with large-scale advertising. There are more and more health products under the name of "healthy weight loss". Bishengyuan's brand is constantly aging and the market space is narrowing.
According to statistics, since was listed in September 2010, Bishengyuan has been in a loss since the second year. Bishengyuan has been in a loss state for 6 years in 11 years, and has issued 10 profit warnings in total.
Recently, Bishengyuan issued another profit warning, and it is expected that the group's net loss in 2021 will reach RMB 120 million to RMB 130 million, which means that Bishengyuan will hit a new loss since its listing.
Bishengyuan, which once went to the world with "two teas", made billions of dollars with 4 yuan tea bags, but now the glory is no longer there!
From weight loss tea to selling assets, the "weight loss tea king" has been thinner and thinner.
Bishengyuan's performance has been under long-term pressure and has been selling properties several times as the end of the year approaches.
year ago, Bishengyuan announced that it would sell several houses in Putuo District, Shanghai and the land use rights within the scope of the house occupied by the house for 56 million yuan. The net proceeds from the sale will be used as the company's main business development and working capital needs. During this period, the company also sold 100% of the equity of its subsidiary Bishengyuan Food and Beverage for 125 million yuan.
In August 2020, the company's indirect subsidiary Beijing Aotshuer sold 100% of the equity of Beijing Shenhui Biyuan Cloud Computing Technology Co., Ltd. to Zhengjia Co., Ltd., with a total transaction price of 478 million yuan.After the transaction was completed, the company received 80 million yuan in profits.
At the end of 2018, the company sold 100% of Beijing Changsheng Business Consulting's equity and 100% of Beijing Bishengyuan Property for 555 million yuan. The equity transfer was completed in March 2019, and the company recorded a profit of 226 million yuan.
The former weight loss tea giant, Bishengyuan, has actually fallen to the point of selling assets to ensure performance. What happened to Bishengyuan?
Public information shows that the Bishengyuan brand was founded in 2000. The founder is Zhao Yihong and founded Beijing Aotshuer Health Products Development Co., Ltd. , which is a wholly-owned subsidiary of Bishengyuan, was born.
Zhao Yihong, born in Pingyao, Shanxi in 1966, had been immersed in the beverage industry for many years before founding Bishengyuan.
In 1988, 22-year-old Zhao Yihong went to a egg roll business office in Tianjin as the director, and soon entered Master Kong's Beijing business office; in 1995, Zhao Yihong, who was only 29 years old, became the vice president of the North China region of Master Kong's beverage department.
Zhao Yihong was envious of the huge profits in the beverage industry, and he was full of energy and had the idea of starting a business.
3
000, Zhao Yihong left his Dingxin Group , which owns many catering companies such as Master Kong, weiquan , Diks , and leased a place in the suburbs of Fangshan, Beijing, established the Ultrashuer Company and founded the Chinese tea bag brand - Bishengyuan;
At that time, the domestic tea bag industry was monopolized by foreign brands such as Nestle , Lipton , and Zhao Yihong entered the market with the ambition to carry forward the domestic brand.
Since most of the products on the market were aimed at middle-aged and elderly men at that time, Zhao Yihong chose the female group in an anti-routine manner. However, even so, Bishengyuan has been in a loss state in the first few years, and even lost 12.44 million in 2005.
At this time, Zhao Yihong finally realized the importance of brand promotion. Through various methods of building a brand, such as a large number of advertisements, Bishengyuan and weight loss keywords such as weight loss tea and weight loss are firmly bound.
plus Chinese people have a strong tea drinking habit, which is in line with consumption habits, creating a good product model for its explosion.
In 2007, Zhao Yihong invested 50 million to advertise the company's products. This wave of advertising really made Bishengyuan stand out in the industry quickly. His revenue that year reached 160 million, and Bishengyuan finally reversed the loss situation.
financial report shows that from 2007 to the first half of 2011, Bishengyuan spent a total of 780 million yuan in advertising expenses, accounting for 30% of the turnover, and it is showing an upward trend year by year:
soared from 49.2 million yuan in 2007 to 165.41 million yuan in the first half of 2011. During this period, the company not only signed a contract with Xu Jinglei as the brand spokesperson, but also on TV, the Internet, bus, building elevators, and talent shows. Bishengyuan is also everywhere.
Of course, such intensive advertising has also driven the company's sales and market share to increase. In 2011, Bishengyuan Changrun Tea's sales exceeded 1.37 billion bags, and the cheapest bag is only 40 cents.
What is this? According to the advertisement of Bishengyuan, it is equivalent to taking a bath for every Chinese intestine at that time!
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By 2010, Bishengyuan had nearly 500 dealers and 130,000 retail stores, with annual revenue of 874 million.
In the same year, Bishengyuan went public in Hong Kong, becoming the legitimate "first stock of weight loss tea", with a market value soaring to HK$5.2 billion.
Zhao Yihong once publicly revealed: Bishengyuan sold 3 billion bags of tea and made 4.5 billion yuan.
However, sooner or later, the bubble brought by marketing will be exposed.
According to statistics, Bishengyuan was "named" for advertising violations 23 times in three years from 2007 to 2009 before the company went public. After it went public, it was publicly criticized as many as 20 times for false propaganda.
In 2016, the National Food and Drug Administration required that the name of health care products should not contain effective publicity texts, and Bishengyuan brand weight loss tea has come to a blow. Then the weight loss tea was renamed Changqing Tea, and then it began to fall into a slump.
In 2017, due to advertising violations, Bishengyuan was named 10 times by relevant departments and was also on the "black list" of the Guangdong Food and Drug Administration.
In 2018, Bishengyuan suffered an overall loss of 93.472 million yuan, and also owed 400 million yuan in debt.
As a last resort, Bishengyuan could only sell the company's Beijing headquarters building for 550 million yuan. In order to maintain the normal operation of the company, it also requested the seller to rent a two-story office building...
Although it continued to "slim down" and turned losses into losses, Bishengyuan's stock price still fell.
As of today's closing, the company's stock price was only HK$0.114, and its total market value was only HK$186 million, and its market value fell by nearly 96.5%.
Bishengyuan, which once made 4.5 billion yuan with a tea bag of 40 cents, is the way now?
Bishengyuan has now begun to transform in sales channels, transitioning from traditional channels to Internet channels, and has also entered the so-called new retail health industry.
For Bishengyuan, how to gain a foothold in these fields in the future and continue the glory of the "weight loss tea king" back then, the road to transformation is still long.
In fact, China does not lack rich entrepreneurs, but lacks idealists like Ren Zhengfei ; China does not lack money-making enterprises, but lacks attackers like Huawei .
The decline of the first generation of weight loss tea also tells us that technology is the future, and more Huawei emerges, and China can take off again!
Reference materials:
"The "weight loss tea king" relies on "selling houses" to make a living? 》, Yangcheng Evening News
"Bishengyuan has changed: From the weight loss tea king to the weight loss medicine king? 》, Zebra Consumption
"I once made billions of dollars with 4 yuan tea bags. Why is it difficult for Bishengyuan to recreate the capital myth? 》, Qingliu Plus
《Decryption of Bishengyuan: Is the consumer buying tea or was it acquired for IQ tax? 》, Xinmeng Finance
"The generation of weight loss kings decline! With a cost of 4 cents, the stock price is 20 cents left after selling a house today》, Finance Wild Samurai
