"Hurry up and take a bath for your intestines." "Besunyen slimming tea is great! Don't be too thin, Besunyen slimming tea. I lost weight with a whoosh; I am losing weight every day, and I really won't gain weight again! " This is the famous slogan of Besunyen (00926.HK) slimming tea.
Eight years ago, Besunyen once reached its peak. In 2007-20 10, the company's operating income increased from 654.38+63 million yuan to 875 million yuan, an increase of over 400%. However, this is history. Now, with consumers paying more and more attention to physical management, Besunyen is going downhill.
According to the interim results report of Besunyen, in the first half of 20 18, Besunyen recorded a total loss of 28.9 million yuan, which was about 205% lower than the total comprehensive income of 27.4 million yuan recorded in the first half of 20 17.
With people's access to knowledge and products becoming more and more convenient, Besunyen's performance has fallen into a stagnant quagmire. Zhu, a food industry analyst in China, believes that with the deepening of great health awareness, the weight loss industry has been subdivided. The current weight loss groups are divided into static and dynamic. The static group mainly depends on food intake, such as diet tea and diet pills, while the dynamic group mainly depends on exercise. Besunyen didn't realize this in time and made a strategic adjustment. In other words, part of the reason for the decline in Besunyen's performance is that "no one pays the original IQ tax now".
This slimming brand, founded in 2000, has now developed into two product lines, namely slimming and advocating health sequence. Its main products, Changrun Tea and Changjing Tea, were once all the rage.
On August 20th, Besunyen announced the interim results of 20 18. In the first half of the year, its revenue was about1680,000 yuan, down 36.6% year-on-year. Among them, Changrun tea revenue decreased by 50.9% year-on-year to 52 million yuan, and Changjing tea revenue decreased by 3 1.6% year-on-year. The net profit for the first half of the year was-26 million yuan, down 65,438+0.95.63% year-on-year. In the same period, the Group's gross profit was about 65.438+0.22 billion yuan, down 42.4% year-on-year, and the gross profit margin also dropped from 79.8% in the first half of 2065.438+07 to 72.5% in the same period.
According to the financial report data in recent years, the annual operating income of Besunyen after listing in 20 10 was as high as 875 million yuan, while the revenue of Besunyen in 20 17 was only 565 million yuan. Judging from the performance in the past five years, operating income, net profit and net interest rate fluctuated greatly. The net profit in 20 16 was-69 million yuan, down 174.45% year-on-year, and improved in 20 17 year, with a net profit of 04 million yuan, up 105.95% year-on-year.
As early as six months ago, Besunyen predicted in the semi-annual profit forecast of 20 18 that due to the adjustment of the Group's management policies for dealers and distributors and the incentive policies for sales personnel, the organizational structure and intelligence of the national sales system were optimized, divided into offline management and key account management, which would lead to a sharp year-on-year decline in Besunyen's revenue in the first half of 20 18.
Facing the interim data of 20 18, Besunyen explained in the announcement that the percentage of sales cost in revenue increased in the first half of the year, mainly due to the higher percentage of sales cost in revenue of Zhongshan Wanhan and Zhuhai Combena acquired by the Group in the second half of last year. However, judging from the explanation of Besunyen's announcement, it is also reducing sales and marketing expenses. According to the announcement, this is mainly due to the reduction of advertising expenses of traditional TV media and the gradual transformation to online media and channel network marketing promotion.
Zhu, a food industry analyst in China, believes that the decline in Besunyen's performance in the first half of the year was mainly caused by three reasons: First, it was impacted by professional health care products brands at home and abroad; The second is the change of consumer demand; Third, Besunyen lacks product innovation and upgrading.
At that time, Besunyen's sales increased step by step, mainly due to the rising awareness of domestic consumers to lose weight and the decrease of competitors in the market. In addition, Besunyen is well versed in marketing, ensuring high-frequency and multi-dimensional brand exposure, so that consumers can equate slimming tea with Besunyen in their minds. Besunyen's main mode of operation is advertising. As early as 2007, advertising expenditure accounted for more than 30%. In the following three years, the sales revenue increased substantially, and the compound growth rate from 2007 to 20 10 exceeded 75%.
At present, there are many brands of slimming tea and enzymes, such as Big Impression, Yushengtang, Green Thin, etc., which provide consumers with more choices. But at the same time, this market has become mixed. For example, taking advantage of consumers' desire to lose weight immediately, some unscrupulous merchants do not hesitate to add illegal ingredients such as sibutramine hydrochloride. According to sohu finance, 600,000 fake diet pills were seized by Loudi police last year under the name of so-called imported diet pills, but in fact the ingredients were mainly flour, rice flour, hawthorn powder, bitter melon powder and angelica. For the so-called "effect", unscrupulous merchants also added sibutramine, which can lead to mental disorders and even death, and the profit rate is nearly 9000%.
This is just the tip of the iceberg of fake diet pills. Even Besunyen herself has been blacklisted many times for allegedly using advertisements to deceive and mislead consumers. As a result, many consumers are inclined to foreign brands. The brand of China slimming tea is getting colder, and Besunyen has more and more rivals. Some netizens ridiculed the decline in Besunyen's performance, which was implicated by the "little liar".
"In the past, consumers had a sense of losing weight and no knowledge of losing weight, which was once one of the dividends that Besunyen relied on to survive." Zhu believes that in the past, people lost weight in a single way, superstitious about eating foods with medicinal effects, and also believed in the effect of advertising. Therefore, Besunyen slimming tea is very popular. But now, consumers pay more attention to the health of slimming tea ingredients and the rationality of slimming methods.
For example, Besunyen mainly promotes the effect of clearing intestines, and many viewpoints point to that it is unscientific to rely on laxatives to expel fat, which will have a negative impact on consumer demand. Therefore, it is not enough to attract and convince consumers by advertising alone, but also to build brand specialization.