Image source @Visual China
Tidium Media Note: This article comes from the WeChat public account Phoenix Network Technology (ID: ifeng_tech), author | Jiang Zao, editor | Yu Hao, Titanium Media is published with authorization.
Core tip:
. Although the superstar legend looks more like the operation and brokerage companies of popular IPs such as Jay Chou and Liu Genghong , in fact, its main revenue is based on the income from selling weight loss coffee . In 2020 alone, the total sales of Modou Coffee reached 3.31 million boxes, achieving revenue of 332 million yuan. . Modou Coffee agent told Phoenix.com Technology, "You can get the channel resource support of Liu Genghong and his wife, only 2,980 yuan, and you can't miss it." Specifically, if you deliver 2,980 yuan, you can get the Douyin filming course and anchor course given by the company, as well as 3 boxes of Magic Doll Coffee (worth 990 yuan), and you can also get the recorded videos of Liu Genghong and Wang Wanfei . You only need to publish them. . After attracting franchise under the banner of Jay Chou and establishing a huge distribution network, Modou Coffee is actually no longer necessary to be targeted at consumers. It only needs to earn money from distributors and dealers. However, after the catalysis of the multi-layer distribution system, the purchase unit price of Modou Coffee is only about 20 yuan per box, but it may be 17 times more angry when it comes to consumers.
"If it weren't for Jay Chou, who would have joined such an unknown brand."
, Cai Min, the mother who became the agent of Modou Coffee last year, has sold 10 boxes so far, of which 7 boxes were paid by her relatives. Cai Min, who originally wanted to do something easy, handed over 4,200 flowers and got 10 boxes of magic coffee under the introduction of a friend, and became the primary agent.
There are many agents like her who are attracted by Jay Chou’s fame. Around 2020, Modou Coffee was implanted in various forms in the variety show Jay Chou and his friends. In " Weeks Travels ", which participated in by Jay Chou and his friends, Modou Coffee recruited a large number of agents to distribute products. This bulletproof drink that is officially claimed to be "replaced with traditional carbohydrate breakfast, nutritious and weight-lossing", can be represented by just paying money. With the support of
superstar Jay Chou, Modou Coffee achieved sales climax through a collection agent. Data shows that Modun Coffee's revenue in 2020 was 333 million yuan, contributing 72.6% of its revenue to its parent company Superstar Legend.
Nowadays, superstar legend has used the popular Liu Genghong and his wife to promote Modou Coffee, which has made its third IPO.
Jay Chou IP supports a company
In July this year, Jay Chou, who has not posted a song for a long time, returned to the public eye with "'s greatest work ". In the song MV, Jay Chou wore a gorgeous 18th-century tuxedo and played a musical battle with pianist Lang Lang, and then he started to play magic again. The melody similar to nocturne makes a loyal fan feel that "Fat Lun, who is a middle school senior, loves to perform personal shows if he doesn't arrange the song carefully."
html Jay Chou, who is in his 140s, still has the halo, and the superstar legend also reaps fan dividends with the king.Superstar Legend has two major businesses, namely IP creation and operation and new retail business. Among them, IP creation and operation services are mainly through providing planning and other project management services for media content, serving as planning services providers or investors for large-scale celebrity concerts and other events, designing and authorizing proprietary celebrity IPs, and creating unique celebrity IPs.
In other words, the superstar legend mainly relies on Jay Chou and his accompanying star resources to make profits.
The public is familiar with Jay Chou’s “strongest on the surface” world tour and Jay Chou’s variety show “Journey to the Week”, which are all operated and managed by superstar legends. In addition, the company has signed a ten-year IP licensing agreement with Jay Chou's artist management company Jie Weir Music . Zhou and his related elements have been registered as the trademark series jointly owned by Superstar Legend andJie Weir Music.
picture | Superstar Legend business model
Why is Jay Chou willing to strongly bind to Superstar Legend? is that almost all the directors and senior executives of the company are Jay Chou’s relatives and friends. Jay Chou’s mother Ye Huimei , Jay Chou’s artist brokerage company shareholders Yang Junrong and Chen Zhong, and Jay Chou’s e-sports company partner Ma Xinting, four of them hold a total of 64.47% of the voting rights of Superstar Legend and are the joint actors.
Although Jay Chou himself does not hold shares in Superstar Legend and does not participate in company management, it is the company's biggest sign. Phoenix.com Technology searched for "Jay Chou" in the superstar legend prospectus, and it appeared in a total of 463 times.
is leaning against Jay Chou, and the superstar legend has also made a lot of money. From 2018 to 2021, Superstar Legend achieved revenue of 94.682 million yuan, 86.585 million yuan, 457 million yuan and 365 million yuan respectively.
A pack of coffee costs 53 yuan, IQ tax products under the banner of Jaylen ?
Although he has the top IP of "Jay Chou", the main revenue of Superstar Legend does not depend on IP operations, but on "new retail business". Its main product is "Mao Bomb-proof Coffee."
Jay Chou's IP variety show "Jay Chou" can be seen everywhere in the variety show "Jay Chou Travels", and Jay Chou himself drinks coffee and advertises it for his endorsement. When dealers and distributors promote magic ketone bulletproof coffee products, they will also regard Jay Chou and the resources behind them as selling points.
Picture | Variety Show "Journey to the Journey" Magic Ketone Bulletproof Coffee Advertisement is implanted in
An agent showed the investment project book to Phoenix.com Technology, which listed ten agency advantages. Among them, the sixth article states: In-depth cooperation between the sea, land and air media, the top variety show columns of Zhejiang Satellite TV, "Travels in the Week" and "As well as Poetry and Distance" were deeply implanted and unveiled, and the title hosted the platter concerts of superstars such as Jay Chou; the tenth article states that internationally renowned capital and powerful celebrity IP teams jointly invested and created.
Picture | Project book given by the agent of Moketone Bulletproof Coffee
Superstar Legend’s e-commerce channel Superstar Mall mini program shows that a box of Magic Dog coffee and a bubble is priced at 398 yuan, and a box of Magic Dog coffee is only 7 packs, and the effervescent tablets are displayed at 29 yuan per piece. Based on this calculation, the price of a pack of Magic Dog coffee is 53 yuan higher, which is much higher than the price of the international coffee brand Starbucks 31-45 yuan. Compared with the price of
, what is even more exaggerated is the promotion of the efficacy of magic coffee. According to the Prospectus of Superstar Legend, Magic Doll Coffee is a bulletproof coffee. Bulletproof coffee is a product derived from the concept of "ketogenic", that is, the human body burns fat without eating carbohydrates.
The promotion of WeChat business is even more unscrupulous. Just drinking Modou coffee can make you lose 15 pounds per month and 30 pounds per month, and the ingredients are healthy without side effects.
It is worth noting that the concept of "ketogenic" weight loss has long been proven unhealthy . The well-known nutritionist and the director of the Beijing Nutrition Association, Gu Zhongyi , also said that the main ingredients of bulletproof coffee are black coffee + butter, coconut oil and other ingredients, which are rich in fat. If you drink it improperly, it will cause a burden on the body.
No matter whether consumers can lose weight or not, Superstar Legend has indeed made a lot of money through Magic Doll Coffee.
prospectus shows that in the first half of 2022, Modou Coffee contributed 62% of the revenue of superstars. Modou coffee is mainly produced by Hangzhou Hengmei Food OEM. The superstar legend purchased 648,000 boxes of Modou coffee (7 bags/box) and 800 bags of trial products from Hangzhou Hengmei, and paid 15237,000 yuan for this. Based on this calculation, the average purchase price of 7 bags of Modou coffee per box is only 23 yuan. If calculated based on the purchase price of a single box of 386 yuan, there is a interest rate spread of nearly 17 times.
From 2019 to 2021 and the first half of 2022, the gross profit margins of Superstar Legend Health Management products were 71.1%, 71.1%, 71.6% and 65.6% respectively. You should know that the gross profit margin level of Nongfu Spring , which once gave the founder the throne of China's richest man, was only less than 60%.
was investigated for suspected pyramid schemes. celebrity endorsement is risky
quite interesting is that such a best-selling magic coffee is very rare on the market. The reason behind this may be that Superstar Legend does not pursue selling goods to consumers at all, but just needs to sell goods to distributors. About 97% of the shipments of
Superstar Legend relies on distributors to sell. Among them, Kunshan Tingshe, as the general distributor of Modou Coffee, manages many distributors in the public. The distributors then develop more agency distributors, thus forming a huge sales network and finally selling Modou Coffee to consumers.The prospectus shows that Kunshan Tingshe's sales amount in the past six months was 77.453 million yuan, accounting for 84.2% of the current product sales.
We added a Modou Coffee agent in the name of the student. The agent said: "Now you can get the support of Liu Genghong and his wife's channel resources. It only costs 2,980 yuan, and you must not miss it." Specifically, if you deliver 2,980 yuan, you can get the company's gift of Douyin filming and anchor courses, as well as 3 boxes of Magic Doll Coffee (worth 990 yuan), and you can also get recorded videos by Liu Genghong and Wang Wanfei. You only need to publish them.
Picture | Franchise advantages provided by Superstar Legend dealers
. Among the franchise agents on offline official websites, if you become a strategic dealer, you need to invest 34,000 yuan, 32,000 yuan is the payment, you can get 160 boxes, with an average price of 200 yuan, and 2,000 yuan is the deposit. A dealer who did not want to be named revealed to us that the biggest benefit of becoming a dealer is to develop downline charges, "We don't rely on selling coffee." The "human" micro-business model like
was once investigated for suspected pyramid schemes. In June 2020 and May 2021, Superstar Legend received two investigations from the Kunshan Market Supervision Bureau of Jiangsu Province for suspected pyramid schemes, and the bank accounts of relevant group companies, Kunshan Tingshe and Li Ting were frozen. After the account of
was temporarily frozen for two times, the Kunshan Market Management Bureau issued two inspection opinions in June 2020 and June 2021, respectively, judging that it was a legal distribution model to engage in new retail activities. The frozen funds will be fully lifted in July 2020 and July 2021.
In fact, in the business world, the marketing model of celebrity plus products is very common, and it often prospers and loses together. In recent years, many artists such as Wang Leehom , Wu Yifan, and Deng Lun have exposed scandals, and their commercial endorsement products have been affected. On the contrary, endorsement of inferior products will also affect the reputation of celebrities.
Relying on the sales of Liu Genghong and his wife, the superstar legend ushered in a short wave of "little spring". Data shows that in July and August, the total transaction volume of Superstar Legend was 23.9 million yuan, of which the revenue in IP creation and operation business increased significantly. However, with the emergence of new internet celebrities, the popularity of Liu Genghong's live broadcast room has declined, and the number of viewers has dropped from more than 4 million at its peak to less than 1 million, leaving less and less marketing space for superstar legends.
"The superstar legend that does not have strong product power, and the superstar legend that binds celebrity IP actually lays a potential development risk for its own market, which is a very worrying issue for investors." A securities analyst said that celebrities themselves are the biggest uncertain risk, and from the market perspective, bulletproof coffee itself is too segmented, further compressing the growth space of superstar legends, and the product does not have the strength to carry the tripod.
, the superstar legend, which has been submitted for the third time, can it be successfully listed this time?
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