"You can lose weight without dieting." Relying on the urgent need for women to lose weight, Magic Doll Coffee, which is bound to Jay Chou IP, has become an important pillar of the superstar legend company. However, behind the high price of 386 yuan per box, its weight loss principle is difficult for the general public to strictly implement.
Author | Dong Wenshu
Edit | Han Zhongqiang
"The biggest effort of many girls to lose weight is to serve sugar-free drinks when eating hot pot barbecue cakes." The jokes on the social platform have become a reality. While eating and drinking, eating weight-loss and light body foods are staged in the lives of some "pig girls", and the corresponding business model is also emerging.
"You can eat fried chicken, eat fatty meat and lose weight. is because of this promotion that makes me so touching that I fell into the trap." Gu Li said.
Gu Li, who has many years of experience in losing weight, accidentally came into contact with a product called "Maodou Coffee", which uses the principle of "ketogenic diet" to help consumers lose weight. After understanding, Gu Li purchased related products, hoping to become a "little ketogenic person" (professional for the ketogenic dietary group).
Millions of Gu Li have also given birth to a new business. The corporate superstar action behind Modou Coffee submitted its statement to the Hong Kong Stock Exchange for the third time on October 5. According to the prospectus, in 2020 and 2021, its health management products, including Modou Coffee, had revenues of 341 million yuan and 275 million yuan respectively.
It is worth mentioning that superstar action is also a company with the "Jay Chou Concept". Jay Chou's mother Ye Huimei is one of the founders of this company.
01. Last year, Jay Chou, weight loss coffee html earned 300 million in 4 years
Starting from March 2020, the reality show "Journey to the Week 1" was officially launched on Zhejiang Satellite TV , attracting the attention of thousands of fans.
The program is known as "no scripts throughout the whole process". The "main actor" Jay Chou led stars such as JJ Lin , Xiao Jingteng , Andy Lau and other stars traveling around the world, allowing the audience to have a glimpse of the real celebrity circle of friends. In the show, Magic Doll Coffee frequently showed up with a slogan that "eat meat with big mouthfuls, enjoy it easily".
It can be seen from the slogan that Modu Coffee claims to be a weight loss and body lightening function, and Jay Chou’s Q-version avatar is also printed on the coffee packaging. Relevant information shows that in April 2019, Modou Coffee began to be distributed nationwide, mainly through WeChat social channels. It was listed on the variety show of top Chinese star Jay Chou just one year after it was released.
(Modu Bulletproof Coffee Set Consumption Details, Picture Source: Modu Coffee Micro Business Agent)
This is undoubtedly because the company behind Modu Coffee Superstar Legend Group Co., Ltd. has a very close relationship with Jay Chou.
In 2017, the superstar legend was officially established. The four founders were Jay Chou’s “family group”. includes Jay Chou’s mother Ye Huimei, Jay Chou’s agent and “Bole” Yang Junrong , as well as Jay Chou’s many years of working partners Chen Zhong and Ma Xinting.
Superstar Legend's business has always been deeply imprinted by the "Jay Chou's imprint". The company initially started with Jay Chou's related event planning and other businesses. The prospectus stated that in 2017, the superstar legend participated in the planning of the variety show "Journey to the Week 1" and Jay Chou's world tour concert " The Strongest on the Surface".
Starting from 2018, this "Jay Chou company" was not satisfied with the event planning business and began to turn its attention to self-developed consumer products. This year, Superstar Legend launched its own skin care brand "Empressive People" but at this time the event planning business around Jay Chou's IP is still the company's main source of revenue.
According to the prospectus, the company's event planning and IP project licensing fees and sales revenue accounted for 58.5% in 2018, and the skin care product revenue accounted for 39.5%.
By 2019, the situation began to change. Once Magic Doll Coffee was launched, it became an important revenue pillar of the company.
This year, the revenue share of Modun Coffee jumped to 83%, while the revenue share of the old bank's "event planning and IP project licensing fees and sales" dropped to 5.5%, and the revenue share of Modun Coffee in 2020 and 2021 was as high as 72.8% and 62.3% respectively. The rapid increase in revenue share of
corresponds to a significant increase in revenue of
. In 2019, 2020 and 2021, the revenue of Superstar Legend Health Management products was RMB 71.927 million, RMB 340 million and RMB 280 million, respectively, with an average annual compound growth rate of 56.42%.
It should be pointed out that the layout of Superstar Legend's health management products is constantly expanding. After Modou Coffee, it also launched prebiotic fudge, pastries and other products, and launched Modou MCT Coffee and Modou Light Cube in December 2021 and July 2022 respectively. However, Modou Coffee, which was launched in April 2019, has always been the main source of revenue.
According to the quotation orders obtained by Shijie from multiple Magic Doll coffee dealers, the single box of , the single box of Magic Doll coffee is priced at 386 yuan, and the capacity of each box of is 30g*7 pieces.
, accounting for a single item price of about 55 yuan, which has exceeded most products of Starbucks . At the same time, the gross profit margin of Superstar Legend Health Management products is extremely high, exceeding 71% between 2019 and 2021.
How can an expensive weight loss coffee achieve a sales myth of over 300 million yuan per year?
In addition to the halo bonus of Jay Chou’s star IP, Superstar Legend’s powerful product packaging capabilities and distribution network are the core reasons.
02. Is the fashionable ketogenic weight loss IQ tax?
"Our Modou coffee is a functional light body coffee from Jay Chou's company. It belongs to ketogenic weight loss and is a leading weight loss method. You don't have to diet. You can eat enough and lose weight healthily." said a Shanghai Magic Coffee micro-business agent.
In 2021, Gansu girl Gu Li bought Magic Doll Coffee under the introduction of a micro-businessman who said she could lose weight without eating grass.
Gu Li called herself a "big base weight loss" and had a history of losing weight for many years. Previously, she lost 30 kilograms by eating a enzyme weight loss product recommended by a micro-business, and tasted the "sweetness" of weight loss food. After eating the product for about a year, she felt that she had reached a "bottleneck period" for weight loss. Modu Coffee, which advocates a new ketogenic diet, entered her vision at this time.
However, after entering the trap, Gu Li realized that the so-called "no diet" of also has strict requirements.
A doctor told Shijie: " ketogenic diet is a diet plan with high fat, low carbohydrate , appropriate amount of protein and other nutrients. Under the guidance of a doctor, it can be used to treat diseases such as epilepsy and 2 diabetes , and it can indeed achieve the effect of weight loss." The "Ketogenic Diet Intervention in Type 2 Diabetes Chinese Expert Consensus (2019 Edition)" recommended by the doctor, explains the principle behind it: when the human body is extremely hungry or has very little carbohydrate intake, the liver will convert the appropriate amount of fat into ketobody . Ketone bodies, like , glucose, and , can provide energy to the body.
When recommending products, Modou Coffee micro-business agents generally simplified this principle to "Modou Coffee + low-carbon diet ".
In the ingredient list of Modou Coffee, mixed fat powder ranks first, and the nutritional content is written that the fat content is as high as 75%, which can indeed play a role in replenishing fat. "This is also consistent with the popular bulletproof coffee idea in previous years, but it is fat rather than coffee. You can use black tea and fat powder or hot water." said the doctor .
(Ingredients list, source: Modou Coffee Micro-Business Agency)
In addition, this doctor emphasized that to meet the standards of the ketogenic diet, strict and detailed dietary guidance is also needed. Just cutting off carbon and replenishing fat is not enough. For example, in clinical practice, ketogenic fat loss is generally carried out in three stages. Each stage needs to be adjusted for the body's carbohydrate supply, and patients also need to supplement nutrients in a timely manner.
When the city world, as a consumer, asked about the dietary principles that need to be matched with when drinking magic coffee, many micro-business agents said that they would provide professional dietary guidance after consumers purchase coffee. Chen Bo, an agent of Anhui's micro-business, said: "After selling, I will serve you, and teach you how to eat and drink water every day, one-on-one service is required."
However, dietary health guidance such as seems to lack a common principle - in the mouths of some micro-business agents, there is no need to avoid eating some foods that cannot be eaten in the mouths of others.
For example, according to the diet table provided by a Guangdong Wechat agent, during the period of drinking Magic Doll Coffee, you can eat a fist-sized coarse grain every day, and you can eat meat and vegetables full, and try not to drink water after 8 o'clock in the evening; while another Wechat business said that consumers need to completely cut off carbon, "You need to eat big fat meat and pork belly, and you cannot eat carbohydrates in rice, flour, and staple foods of rice, flour, and carbohydrates."
The dietary principles mentioned by the micro-business agents are not rigorous and unified enough, which to some extent reflects the chaos in the Modou Coffee distribution system. Despite this, Magic Doll Coffee has been very successful in the market. According to the prospectus, in 2020 and 2021, Modou Coffee will have a market share of 40.5% and 25.6% in the domestic bulletproof beverage market, respectively, making it the largest new retail company in China's bulletproof beverage market. (According to the prospectus, the decline in market share in 2021 is due to the increase in the number of market participants and counterfeit products)
A doctor believes that the above two recipes provided by WeChat Business "are not a rigorous ketogenic diet. The first type can basically be considered to be not a ketogenic diet, but is not much different from ordinary dieting and weight loss, because normally, the types and amounts of vegetables and fruits that can be eaten in the ketogenic diet need to be strictly limited, and there is no need to drink less water. The second type of eating meat is just a means to supplement fat. Patients can eat other high-fat foods, and they need to make decisions as appropriate and on demand."
He emphasized: ml4 "For different people and the different stages of the same person, what to eat and how to eat a ketogenic diet requires doctors to adjust and arrange, and there is no unified and unchanging recipe. In the absence of doctor's guidance, blindly using a ketogenic diet is risky."
"Ketogenic Diet Intervention in Type 2 Diabetes Chinese Expert Consensus (2019 Edition)" also wrote that if you eat improperly, it may cause users to have various problems such as "untolerable, liver and kidney function changes, hyperuricemia". During the diet, users also need to measure human components every 1 to 2 weeks, and test liver and kidney function, blood lipids , serum insulin levels, etc. every month.
03. A powerful distribution network. The "WeChat Queen" sits in the array.
packages the ketogenic diet that was originally used for professional medical purposes into a fashionable weight loss method that does not require diet. Behind Modou Coffee there is a strong distribution network support.
In June 2019, two months after the launch of Modou Coffee, Kunshan superstar Tingshe E-Commerce Co., Ltd. (hereinafter referred to as "Kunshan Tingshe") was established. Since then, this company has been the general distributor of Modou Coffee. The prospectus reads: Superstar Legend and Kunshan Tingshe entered into a general distribution agreement, while Kunshan Tingshe signed a distribution agreement with distributors on behalf of Superstar Legend. When
was established, Kunshan Tingshe was held by Superstar Action, and natural person Li Tingshe held 20% of the shares; in May 2020, Li Ting acquired the remaining 80% of Kunshan Tingshe equity held by Superstar Legend for 800 yuan. Li Ting, who is well-known in the field of micro-business, is the main helm of Modou Coffee's national WeChat distribution network.
Public information shows that Ningbo people Li Ting has many years of experience in clothing wholesale and has entered the micro-business industry since 2015. In just three weeks of being a micro-business, she has achieved a "magical sales of 5 million." In 2015, Qingcong New Media, a micro-business agency operating company where Li Ting served as CEO of the WeChat Business Department, won tens of millions of investments from the internationally renowned venture capital IDG, and Li Ting also won the title of "WeChat Queen".
According to the prospectus, Kunshan Tingshe adopts a top-down distributor management system. At the end of 2019, 2020 and 2021, the total number of Kunshan Tingshe dealers and distributors were 2793, 17094, and 19570, respectively.
html During the 33 years, nearly 20,000 distributors and distributors have been developed, which comes from Modou Coffee's strong distribution network expansion capabilities. In terms of expanding the distribution network of , Kunshan Tingshe chose a simple and direct logic: rely on celebrity IP to endorse , and promote it to both lose weight and make money. Chen Bo, an agent of Anhui Wechat Business, said: "If you want to be an agent, you can buy it from me. After eating for a cycle, people will see your obvious changes. People will ask you how to do it. Then you can introduce and share it. How to make money by sharing it, and share good products with others. At that time, you can be an agent yourself. , like me, just one mobile phone can earn 100,000+ per month." Lin Lin, a distributor of
, said that the company currently has only two levels of agents at the distributor and distributor. The maximum investment of 34,000 yuan can be a distributor, including 32,000 yuan in payment and 2,000 yuan in market maintenance funds (you can refund if you don't do it), and the minimum investment of 4,200 yuan can be a distributor. After becoming a distributor or distributor, the purchase price of each box can be reduced to 200 yuan (original price of 386 yuan). "This way you can make a difference, and you can also develop your own agent in the future."
(Maodu Coffee Agency Policy, Source: Interviewee)
This distribution network with strong communication power also has risks. 2020 and 2021, because of being accused of engaging in pyramid schemes, Superstar Legend received a pre-trial asset preservation order issued by the Market Supervision Bureau of two cities, resulting in some funds in several bank accounts of the company being temporarily frozen.
According to the prospectus, the above two incidents have been resolved, and the funds from the Superstar Action were all released unconditionally. However, in the distribution model based on micro-business network communication, how to control distributors' exaggerated publicity, showing off their wealth and other behaviors is undoubtedly a difficult problem.
In addition, superstar action also faces challenges in market competition. Due to various factors such as the epidemic, there has been no news about "Journey to Journey 2", which was originally scheduled to be launched in 2022, which also means that Modou Coffee has lost its important communication channel. It can be seen that the sales revenue of Modou Coffee is declining. In 2021, Modou Coffee sales revenue fell by about 32%; in the first half of 2022, it fell by about 41% again compared with the same period last year.
Currently, Superstar Legend is actively expanding its business. In 2021, Superstar Legend has reached a cooperation with the famous musician Harlem Yu and fitness expert Liu Genghong couples, creating music talk show and variety shows around the two major stars. The new product of Superstar Action Magic Doll Qingcui Coffee also appeared in Liu Genghong's live broadcast room in 2022 for sale.
Magic Doll Coffee is not easy to retain consumers' "hearts" for a long time.
consumer Gu Li said that since it is difficult to strictly follow the requirements of the Modun Coffee dietary guidance, she is planning to give up drinking Modun Coffee to lose weight. "Drink the remaining box and stop drinking it. As a Chinese stomach, how can you not eat staple food every day? Even if you don't eat it normally, can you not eat it when you have dinner with friends?"
Next, she turned her attention to another light body method based on a healthy diet - "golden milk".
"It is to add some anti-inflammatory foods such as turmeric powder, cinnamon powder to the milk, and drink it instead of breakfast, which has a curry flavor." She explained. Gu Li calls her weight loss method "follow-style weight loss". "Ketogenic has passed, and another golden milk comes. Maybe next time something else becomes popular, I will try it again."
Another consumer, Huang Weiwei, also chose to give up Modou Coffee and instead consume a prebiotic jelly to lose weight.
Finally, she sighed to the city world, "This (jelly) was also bought from a micro-business. As long as there are people like us who want to lose weight, they can always make money.”
Reference materials: "The first person in Ningbo Micro Business: Li Ting received IDG tens of millions of investment", Phoenix Ningbo
(except for the source marked separately, the above pictures are from Visual China)
