On April 6th, Wang Wen, who works in Beijing, seemed to be moved when an "expert" wearing a white coat and speaking with a foreign accent claimed that scar-removing products would be effective in six days and stood at the Beijing Art Fair to introduce the products. Because he was scalded by hot water when he was young, Wang Wen's right hand still has scars.
At the beginning of April, the reporter walked into the scene of Beijing Spring Fair. Beijing is a little warm in early spring, but at the exhibition site, music and Hawking are mixed with people's unique anxiety, which makes people feel like summer.
Products on display at Beijing Art Fair.
"Every spring, the Expo will be held in Beijing, because it is almost time to love Aloe in summer." Assistant General Manager of Beijing Mei Jia Exhibition Co., Ltd. said: "The flow of exhibitors and visitors on site is very large. According to statistics, there are 400 exhibitors, and the single-person traffic reaches 30,000. "
Dazzling "biological nouns" attract attention.
"Our major is to repair scars, regenerate silicon through medical regeneration of new materials, and extract avocados from plants. It is completely possible to professionally remove scars. " Wang Wen stood at the booth and listened to the introduction of the "experts". "Although I don't know anything about the new scar-removing material called' recycled silicon' by' experts', Wang Wen wants to buy it because of its scar-removing effect.
"Peptide" has become the darling of on-site exhibitors. Peptide-related products such as small molecular active peptides, collagen peptides and deep-sea fish peptides abound.
When asking about the price, it seems that the "experts" are not interested in Wang Wen's consultation. "What we want in the end is to join partners, with a minimum receipt of 50,000 for a single store, 654.38+ 10,000 for regional agents, 300,000 for county agents and 500,000 for municipal agents. We don't recruit provincial agents. Today is not to sell products to you, you can experience it first, and you can get a 30% discount on the experience price of 298 yuan. " Looking at the people gathered around the booth, Wang Wen was left aside.
Xiao Bai, who entered the scene almost at the same time as Wang Wen, plunged into the beauty fair with the idea of opening a beauty shop.
"What the manufacturer said is too mysterious. I don't know what small molecular active peptides, collagen peptides and genetic testing are." After walking around the exhibition site, Xiaobai walked through numerous booths, received a large number of leaflets, and added numerous merchants' WeChat. These products packaged in biological terms dazzle Xiao Bai, but also confuse Xiao Bai who has no working background in the beauty industry.
In order to reflect the scientific sense of products and attract franchisees, it is not uncommon for merchants to package products with "biological terms", but it seems unclear how consumers identify and decide.
Grasping the "pain point" fancy advertising language tells you that there are shortcuts to beauty.
"The hottest money-making project in 2065438+2008" and "Lose weight immediately on the same day, and get a full refund after losing a pound" are the advertising words on the leaflets of merchants at the Expo, which successfully captured the psychology of the current crowd for change. This is also the inevitable result of the era of rapid disappearance. It is the general psychology of the public not to pay and pay less, and to get results in the shortest time.
Manufacturers' advertisements at the exhibition site of Beijing Meibo Fair.
Li Mei, a native of Hunan, is engaged in the beauty and health care industry in the local area. This time, she came to Beijing Spring Art Fair, hoping to find better projects to introduce to her shop. In her view, the beauty industry is highly competitive and there are many similar products. If you want to highlight your advantages, you have to find new projects.
At the exhibition site, Li Mei took a fancy to a project. "They have the largest exhibition area and look very formal. The main product is diet biscuits. The experience price of purchasing products on site is 4980 yuan, returning 2000 yuan. " I didn't hesitate to let Li Mei pay 2980 yuan directly on the spot. "I want to experience it and see if there are any side effects. Is it like the weight loss promised by the business does not rebound? I haven't experienced it and I don't know how it works. " Although I bought an experience product, the manufacturer who met Li Mei told Li Mei that the effect was second, and the key was to look at the post-publicity.
There are several kinds of diet food in the Expo Park. Meal replacement biscuit, meal replacement rice, meal replacement cereal compound powder, etc. In addition to oral administration, there are also topical methods, such as meridian physiotherapy and hyperthermia, which are also concerned.
"Eat if you want, and be thin if you want to be thin; It takes 40 minutes to jog for 30 kilometers. " These slogans are conveying the idea that you can have a perfect body without dieting or exercising, which also caters to people's weight loss psychology of "getting something for nothing".
Transparent market, low access, high return, 100% profit.
"The initial fee 19800 yuan, you can get this pen. A single purchase of 8000 yuan. We generally support joining, and joining will provide free training, and the profit can be said to be 100%. " A factory salesperson at the exhibition site introduced the consultation area to the reporter.
Poster issued by the manufacturer of Beijing Beauty Expo.
This pen in the mouth of the salesperson can remove any blemishes on the face, whether it is spots, acne or moles, it will drop immediately and will never recur. When the reporter asked about the principle of this pen, the salesperson immediately made an elusive expression of Goldman Sachs and whispered to the reporter: "This is a Chinese herbal medicine in Inner Mongolia. The secret recipe cannot be spread abroad, otherwise it will be leaked by the industry. "
But the salesperson promised to make money as long as he joined. "A pen can make 40 faces, and the cost accounting is 133 yuan. Our general charging pricing here is 1 10,000,10.5,000 and 20,000. But as long as the customer really needs it, you will get 30 thousand. "
It seems that the publicity of high returns in the medical and beauty industry has become a well-known thing, but Li Mei, who runs a beauty and health shop, feels that the medical and beauty industry will become more and more difficult to do. "Although the benefits are great, the industry is too transparent, which also allows more and more people to enter the medical beauty industry. If you want to invest in the medical and beauty industry now, it will be easier for friends in this area to do it, but it will be more difficult if they don't do it. "
Quotes of products from manufacturers joining in Beijing Meibo Fair.
Li Mei said that the products, product prices and franchise fees of manufacturers in the beauty industry are now open. According to the joining plan of a beauty and health company, to become a privileged service provider, you need to invest in 980 yuan, and the product purchase price is 490 yuan. If you become a co-founder, you need to invest150,000 yuan, and the product purchase price is 240 yuan. For the same product, due to the different initial investment, the price difference between before and after is 250 yuan.
As long as you pay to join, you can enjoy the internal training and advertising of the merchants. After one foot in the medical beauty industry, the huge profit return rate in the mouth of merchants has also become the reason why many franchisees do not hesitate to invest.
The effect is difficult to distinguish? Hyaluronic acid stock solution 10 yuan.
"A bottle of 10 ml hyaluronic acid stock solution is 10 yuan, and the collagen stock solution is also 10 yuan ..." The on-site manufacturers of the US Expo quoted prices, and the more products they took, the lower the price.
The reporter found that the beauty and skin care products such as collagen stock solution, hyaluronic acid stock solution, hydrating needle and repairing freeze-dried powder are all sold in bulk, and the price of 1 bottle ranges from 5 yuan to 15 yuan. The reporter learned that these products were not only sold to large beauty hospitals, but also to individual beauty operators.
According to a reporter who bought the platform through the Internet, a box of 13, a 2 ml hyaluronic acid stock solution, is sold in 390 yuan. Through calculation, the hyaluronic acid stock solution sold through the network platform is 1 ml 10 yuan, which is 10 times the price of hyaluronic acid stock solution at the Expo site.
Taobao clerk said that these products marked with the so-called "hyaluronic acid stock solution" are not the same as hyaluronic acid that can achieve skin beauty through injection in beauty hospitals. "This can only be used externally. The stock solution only contains hyaluronic acid."
Collagen stock solution, hyaluronic acid stock solution, water needle, repair freeze-dried powder and other products sold at Beijing Meibo Fair.
How much hyaluronic acid is contained in the "stock solution"? We have no way of knowing. Does the product have the advertised effects of rejuvenating skin, shrinking pores and treating allergies? Is the effect significant? This has yet to be confirmed.
Some products sold in bulk, such as stock solution, are made in China, and some are in foreign languages. There will be a price gap of 5 to 10 yuan. Is there a difference between similar products? Immediately, the reporter learned from a merchant that "almost all foreign labels are made in China, and both Chinese and foreign labels can be printed."
Some experts pointed out that in recent years, the medical beauty industry has developed rapidly in China. Due to the low qualification of industry access, more and more people choose to enter the medical and aesthetic industry. However, due to the lack of industry supervision, industry rules and regulations need to be improved, and the phenomenon of fishing in troubled waters is becoming more and more common.
Reporter observation:
It seems that the pursuit of beauty has always been a human obsession. Since primitive people used stones as ornaments, after hundreds of millions of years of reproduction and evolution, beautiful genes have never changed. There is nothing wrong with beauty, but when "beauty" is put on the coat of interests, people who pursue beauty should keep their eyes open.
1, mostly in WeChat business.
During the reporter's visit, it was found that all merchants would ask to add WeChat. By looking at the micro-signals of the merchants, the reporter found that the manufacturers are essentially the so-called WeChat business, which attracts franchisees and consumers by drying products, drying efficacy and drying benefits in the circle of friends.
2. Rough packaging without disinfection
"Someone tried to wrinkle the machine, and the merchants did not disinfect it. It is particularly unsanitary to take it over. " During the interview, some customers told reporters. The reporter also noticed that some products have rough packaging, only labels, no origin, date, raw material introduction and so on.
Foundation samples in makeup area of Beijing Meibo Fair.
3. Customers have different reactions.
At the Expo site, the reporter interviewed several people at random. Those who hold the idea of finding a project think that manufacturers usually come to China International Import Expo(CIIE), which will be more reliable. However, some customers said, "Some people around me use these products, and I dare not use them. Many are hormones. After using too much, my skin will turn red and allergic. Buying these things is not recommended. I walked around here, and it was all a lie. Those so-called meal replacement are calorie balance, but they have no real effect. "
News background:
20 18 From March 28th to 30th, 20 18 Beijing International Beauty Expo and 19 China International Weight Loss Conference were held in Beijing National Convention Center. Mr. Sheng, the person in charge of the conference organizer Exhibition Co., Ltd., told the reporter that the main project of the conference is to lose weight. There are about 400 exhibitors and more than 700 booths this year. He said that the conference is a grand event with many brands and products.
In the exhibition hall of Beijing International Beauty Expo on 20 18 and China International Weight Loss Conference on 0/9?
Mr. Sheng said that this conference has been held for 19, once a year before 20 16, and twice a year after 20 16. The theme of the spring conference held in March this year is to lose weight, and the second conference this year will be held at the Beijing National Convention Center in July, involving more projects such as health, beauty, maternal and child industries.
Weight loss products of exhibitors at the exhibition?
"Summer is here, and it's time to love beauty and dew." Mr. Sheng said that spring is the peak season of slimming conference, and many viewers come to look for products or promising projects that suit them, and slimming is the most attractive project at this time.
Exhibitors introduce weight loss products?
Regarding the relevant qualifications of exhibitors at this conference, Mr. Sheng said: "These exhibitors don't give us money to let them participate. Our exhibitors will provide all relevant qualifications, such as the most basic business license, legal person, copy of ID card, etc. " He said that enterprises will also be required to provide safety production licenses or third-party production licenses for different industries or fields.
Citizens experience dental beauty instruments?
The reporter observed that many exhibitors' advertising slogans are very eye-catching and attractive. Mr. Sheng said: "There is no doubt about the quality of the products." He said that as the organizer, the advertising slogans of exhibitors will be reviewed. First, it will be determined that advertisements must be legal and compliant. Secondly, it will be determined that advertisements must conform to the situation of enterprises, and false propaganda is not allowed.
In order to better supervise exhibitors, Mr. Sheng also said that all exhibitors with the word "guarantee" will sign relevant agreements with consumers, and finally the organizers will ask for a copy of the agreements.
During the exhibition, exhibitors put eye-catching advertising slogans?
Speaking of exhibitions, Mr. Sheng said that after each exhibition, he would collect feedback from exhibitors and the masses and make improvements for future exhibitions.
The meeting lasted for three days. According to the incomplete statistics two days before the conference, the daily traffic has exceeded 30,000. In this regard, Mr. Sheng confidently said: "We have a good foundation and resources in the whole industry, so the flow of exhibitors and visitors at this conference is very considerable." Mr. Sheng also said that their exhibition is more attractive because it is highly professional compared with the whole industry.