This article comes from the WeChat public account: Egg solution entrepreneurship (ID: manjiechuangye) , author: egg Solutions business editorial department, title figure from: “the man doing the housework”
The fascia guns have been on fire in China in the past two years, and all brands have sold very well. Last month, Luo Yonghao live broadcast, 899 one fascia gun, sold more than 5,000 in one game, cumulative sales reached 4.89 million.
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In the live broadcast room, I am afraid that apart from cosmetics, the fascia gun is everyone’s favorite product.
If you go to Taobao to search, the price ranges from more than two hundred to more than four thousand, why is the price difference between these things so big? Is it really useful? Does it charge IQ tax? Why can the fascia gun fire again?
Today we will reveal the secret.
This article may offend many businesses again, but it will be worthwhile for fans to understand the truth.
How did the fascia gun catch fire?
The original fascia gun was still a sports rehabilitation equipment, but it gradually became popular in foreign fitness circles. It is specially used for fitness people to relax after training and relieve muscle fatigue.
The price of the fascia gun was not low when it first appeared. The brand Hyperice can be said to be the originator of the fascia gun.
In order to promote the fascia gun, Hyperice has done a lot of marketing, and one of the tricks is special.
They give the product to NBA players for free. Every time after playing, the players use guns to relax their muscles. Stars like James, Curry and Durant pay attention to their fans. As long as they often use products, they canCan make fans buy crazy.
That’s it. With star endorsements, Hyperice sells expensively without worrying about selling.
However, although it is a brand, the fascia gun at this time is just a niche fitness equipment. It is the domestic manufacturers that really promote the fascia gun.
In 2018, domestic manufacturers saw the potential of fascia guns and began to introduce them in China.
Their operation is even more irritating. Redefining the fascia gun is not just for relaxing after fitness, but for daily massage to relax .
The body mass of the two groups is not an order of magnitude. This positioning can relax after fitness, it can only be a niche product, but positioning massage can become a popular hit.
Chinese people always like massage. Modern young people are sedentary and inactive, and they need this artifact (to exaggerate that it is commonplace) to relieve it.
What should I do if I have been sitting in the office for a long time and have backache? Let me have a fascia gun.
What should I do if my neck and neck are uncomfortable when I play with my phone? Let me have a fascia gun.
What should I do with lumbar muscle strain in the elderly? Let me have a fascia gun.
Even there are various strange uses in Baidu’s related searches. God knows how they promote the fascia gun.
Ca n’t sell the painful points of contemporary Chinese people?
In December last year, Taobao released the “Post-90s Guide to Sacrifice Your Life”, and the sales of fascia guns grew by 300%, far away from other sports products.
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So this marketing, the fascia gun is out of the circle.
All kinds of advertisements go one wave, take goods one wave, marketing go one wave, the price is still cheap, from more than 100 to 3,000 yuan, high school and low end full coverage, any price to meet the needs of different people. For example, Yunmai, Li Ning, Merrick, Pineapple Jun, Beard, etc.
Hyperice is really the conscience of the industry. The pricing of three or four thousand gives domestic manufacturers a sufficient price range.
If the foreign countries only sell 1,000, then the domestic price can only be lower than 1,000 yuan, the profit margin is greatly compressed, and the situation is not so ideal.
Why is the fascia gun fired, not other fitness equipment?
There are a lot of fitness equipment, which also has a relaxing effect. There is no fire on the foam shaft and fascia ball. Is it a fascia gun?
There are four reasons.
First, the concept of the fascia gun is very new, and it is a little mysterious. Unlike the foam shaft, which is seen through at a glance, the fascia gun at least makes many people feel a little technical.
Everybody loves novelty and wants to try it out. This is human nature and remains unchanged forever.
The second is convenient and easy to use .
It can be used in the office and at home, standing, sitting and lying. The foam shaft has to be matched with the yoga mat, and lying down, the limitation is very strong.
The third is sufficient profit .
I do n’t know who said a word, all products are worth doing again with marketing.
This sentence makes sense, but only if you have enough money to do marketing.
The fascia gun can do it. The ultra-low cost matches a good price. For example, the cost is 100 yuan, the selling price is 900 yuan, and the profit is directly given to the channel by 20%. One order is 180 yuan. If you do n’t push it, add another 10%. There is nothing that the commission ca n’t solve. If it does, double it.
Fourth, the technical threshold is low, It’s easy to imitate. You see that Dyson hair dryers are also very expensive, but it is more difficult to imitate. How many patents do people have on their motors, and how strong winds do they produce, general manufacturers can’t do it. Otherwise, the hair dryer of the same Dyson style would have run all over the place.
So focus, Convenient and easy-to-use products with high profits, new concepts, and low technical thresholds are opportunities for making money.
Think of a brand that has recently become an explosion, such as Zhong Xuegao, who sells ice cream, three and a half meals that sell coffee, and Xicha, which sells milk tea.
There are even cosmetic brands such as Perfect Diary and Huaxizi, which are profitable enough to find a marketing method with an input-output ratio greater than 1, without losing money, and then throwing money at a large-scale copy, overwhelming advertising, It became a hit.
Is the fascia gun an IQ tax?
Let ’s start with the principle. The principle of the fascia gun is very simple. It relaxes the muscles by hitting with high frequency.
This involves the knowledge of sports rehabilitation. I dare not say anything casually. After all, the main business of entrepreneurship is business.
But what I can talk about is the feeling after the actual experience. It does n’t blow or black. After hitting with a fascia gun, I feel more comfortable and less tired. I have also asked many friends and colleagues around me, and they feel the same.
Also relaxing, as well as fascia balls and foam shafts, which I have used for a long time. For me, the biggest disadvantage of the fascia ball and the foam shaft is that it is too painful to press, especially when it rolls on the thigh, and the tears are so painful. The fascia gun is basically painless, and occasionally there will be slight pain.
In terms of feeling, a fascia gun is not considered an IQ tax.
However, if receives IQ tax, it cannot be based on whether the money spent is effective or not. It also depends on how much money is spent.
I spent 20 yuan to buy a pair of insoles that can correct the shape of the foot, can it be called IQ tax? Can’t it. But if it costs 3000 yuan, the nature is different.
The construction of the fascia gun is very simple, the core is the motor. The motor is not a new invention. Other equipment is also in use. They are all mature, mass-produced, and standardized. Just find a manufacturer to do it.
Jigsaw to understand, this is the closest to the fascia gun, no matter the appearance or working principle, it is almost the same.
Most of the jig saws on Taobao are between tens of dollars and two hundred. Some people even used a jig saw to transform into a fascia gun.
In principle, the fascia gun should be able to achieve the same price as the jig saw. No matter how good your technology is, the expensive and cheap use effects are the same.
Of course, there are psychological effects. Buy two or three hundred, and toss aside after playing for two days. Buying three or four thousand, the money is a bit painful, play for an extra month, earn money, and feel good. Well, expensive is indeed better.
Why can you sell three or four thousand big brand fascia guns?
They are mainly solving noise problems . For example, the well-known brand Hyperice dared to sell three or four thousand yuan, selling low-noise selling points, as well as its own patents.
However, the noise of the domestically made fascia gun is not large, and the difference is a few decibels. But when Hyperice did it early, it had first-mover advantage and brand advantage, and it dared to charge three or four thousand dollars.
The brand is very metaphysical. It comes from the same foundry and has different logos. Someone is willing to pay more for the logo. You understand that social attributes, identity symbols, or irrational consumption under emotional stimulation, the brand is useful.
This article comes from the WeChat public account: Egg solution Venture (ID: manjiechuangye) , Author: egg Solutions start editing unit