As we all know, almost all women love beauty, and many female friends want to stay young forever, so they will definitely use health care products and tonics. Having said that, I believe many people should be familiar with a health tonic called Dong 'e Ejiao.
Dong 'e Ejiao was once regarded as a "health care product" by the outside world, and even out of stock. But whether this health care product is as magical as it is said on the Internet, of course, needs a deeper understanding. However, it is an indisputable fact that a large number of consumers buy Dong 'e Ejiao every year, but consumers have been kept in the dark.
According to the data, Ejiao was born 3000 years ago, and together with velvet antler, it is called a nourishing product. Only in recent years, the price of Ejiao seems to have been fired. In some cities, the market price has actually reached about 5000 yuan per catty. In fact, more than a decade ago, the price of a catty of Ejiao was only about 40 yuan, but now it has soared hundreds of times.
As early as 14 years ago, Qin Yufeng was the general manager of Dong 'e Ejiao. With years of ability and knowledge accumulation, Dong 'e Ejiao's performance has been substantially improved. Through a series of methods, Qin Yufeng packaged Dong 'e Ejiao into "high-quality" nourishing health care products, giving consumers a luxurious, atmospheric and high-grade feeling.
With the passage of time, Dong 'e Ejiao has formed a brand effect in the hearts of consumers. Many people buy products for the name of Dong 'e Ejiao. They may not know whether the product is good or not, but they just think the brand name is loud enough.
While the sales of Ejiao in Dong 'e are increasing, Qin Yufeng also spent 40 million yuan on behalf of the company to build Ejiao Museum, and vigorously promoted it through advertisements. As a result, the price of Dong 'e Ejiao products has been raised again, and the market scale has soared to 33 billion.
During this period, more and more merchants began to ask for cooperation with Dong 'e Ejiao. They directly wholesale a large number of Ejiao products from manufacturers and then sell them in their own cities. However, many people later found that Dong 'e Ejiao's shelf life is only five years, and some agents' products are about to expire, and there are still many stocks that have not been sold.
20 16 People's Daily also published an article, pointing out that donkey skin components in Ejiao products on the market are actually no different from pig skin, and the price of Ejiao is "inflated". With more and more doubts about Ejiao, Dong 'e Ejiao lost 500 million yuan in 20 18.
In the company's financial report in the first half of 2020, Dong 'e Ejiao's annual income reached 654.38 billion yuan, but its profit value was negative, with a loss of 654.38 billion yuan in just half a year. At that time, Dong 'e Ejiao once occupied 80% of the market, far ahead of other competitors, but with the gradual rationalization of consumers, they began to choose to buy cheaper similar health care products.
Dong 'e Ejiao raises its price through a series of packaging methods, which may quickly make considerable profits in the short term. But in the long run, it will inevitably affect the development of the whole industry and lead to market price confusion. When more and more consumers stop buying, Dong 'e Ejiao may eventually lose his wife and lose his soldiers.