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中新网5月18日电(中新财经 左雨晴) 小时候穿过背背佳的“90后”们，又重新爱上了背背佳。
近日，背背佳因直播间销量爆火登上热搜榜。在淡出公众视野近20年后，这一矫姿类产品再次走红，并在90天内卖出1亿多元。
被质疑为童年“智商税”的产品，为何能“重出江湖”？
亮相直播间 90天卖超1亿元
“给自己一个机会，你跟帅哥、美女的差距，真的只差一个体态！”在“背背佳官方旗舰店”直播间内，一位身穿背背佳的主播正在向网友安利背背佳。
在“背背佳官方旗舰店”直播间内，主播正在带货。
熟悉的黑色矫姿带很快唤起了不少“90后”的童年记忆：20多年前，正是同一品牌，在电视购物时代大力宣传对含胸驼背的矫正作用，在青少年之间风靡一时。
蝉妈妈数据显示，“背背佳官方旗舰店”在过去90天内累计销售额达5000万-7500万，再加上两个官方子账号，三个直播间累计销售量超1亿元。
中新财经注意到，与过去将青少年作为受众群体不同，如今背背佳的宣传对象变成了上班族。然而根据年龄计算，为背背佳买单的，仍是已长大成人的“90后”。
“童年没被圈到，没想到长大后还是逃不过背背佳。”有网友如此评价。
重出江湖 背背佳如何“翻红”
时隔20年，为何同一批人依然愿意为背背佳买单？
归根结底，背背佳的成功从一开始就打上了营销的印记。
在辞职创业前，背背佳的创始人杜国楹是一名教师，两年的从教经历让他敏锐嗅到了商机：很多学生上课时坐姿不佳，要么弯腰要么趴在桌子上，能不能通过某种手段纠正这种情况？
1997年，杜国楹花费5000元买下“矫正坐姿”专利，并在此后创立“背背佳”品牌。坚信“营销为王”的他围绕“矫正青少年驼背”这一主题，将背背佳搬上了电视购物节目，成功获得一众家长的青睐。
资料图：早年背背佳的宣传广告截图。
仅一年时间，背背佳就卖出了4.5亿元，年仅25岁的杜国楹也因此加入了亿万富翁俱乐部。
2005年，杜国楹将背背佳品牌卖给了橡果国际，然而橡果国际未能延续其辉煌，背背佳一度销声匿迹。2021年，橡果国际将背背佳的运营主体——旗下子公司橡果贸易以1.77亿元出售给了可孚医疗。
今年1月，可孚医疗表示，公司推出了多个新款矫姿产品，提升了产品的性能和佩戴的舒适度。同时基于公司强大的电商运营能力及仓储管理能力，从渠道上对产品进行赋能，并探索抖音、快手等兴趣电商的布局，近期背背佳产品销量有一定程度的增长。
搭上直播电商快车的背背佳，开始在营销上重操旧业。
2020年，张雨绮在综艺节目“乘风破浪的姐姐”中穿戴背背佳，#张雨绮同款背背佳#成为热议话题，背背佳迈出了翻红的第一步；2023年年底，背背佳开始联动白鹿，打出“白鹿同款”的名号；2024年5月2日，白鹿正式官宣成为背背佳品牌代言人。
“想拥有和明星一样挺拔的身姿。”——这无疑戳中了众多长期伏案、受脊柱侧弯等问题困扰的上班族。当“身材管理”成为年轻人当下的焦虑时，背背佳凭借宣传“对口”再度翻红，让曾经抗拒背背佳的90后自愿买单。
争议不断：走不出的“智商税”疑云
从电视购物时代到直播电商时代，背背佳的“老套路”换汤不换药，屡试不爽。但关于背背佳效果的质疑从未远离。
2006年，背背佳就已陷入涉嫌虚假宣传、误导消费者、产品功效受专家质疑等舆论风波。据媒体报道，橡果国际曾承认背背佳既非医疗器械，也非保健品，且只有服装行业批文。对于“受益人群400万，是青少年健康成长的好帮手”“背背佳U8可使后天性的适度骨骼变形恢复正常生理结构”等宣传用语的科学依据，橡果国际也并无明确来源说法。
如今，翻红的背背佳依然面临同一质疑：通过外力来矫正身姿，是否是一种“智商税”？
在社交平台，不少网友质疑背背佳是否是“智商税”。
一名骨科医生向中新财经表示，背背佳对矫正身姿“有点作用”，但不宜长时间佩戴。“脊柱侧弯不好调整，减轻症状最根本的是缓解两侧不平衡的肌肉，改善不良姿势，避免长期同一个姿势。”
“佩戴时会感觉呼吸困难，戴得久了，腹部就被勒出了大片红紫的痕迹，很快就不再戴了。”一名曾在学生时代佩戴过背背佳的“90后”告诉中新财经，尽管腹部被勒得发紫，但她仍未能成功改变驼背的习惯。“如果没有主观能动性，身体仍会无意识驼背，到头来什么都没有变。”(完)
新闻译文：
On May 18th, China News Network (Zuo Yuqing, China News Finance) - The post-90s generation, who had a beautiful back, fell in love with it again when they were young.
Recently, Beibeijia has made it to the hot search list due to its booming sales in live streaming rooms. After fading out of the public eye for nearly 20 years, this pose product has once again become popular and sold over 100 million yuan within 90 days.
Why can products that have been questioned as childhood "intelligence taxes" make a comeback?
Appearing in the live broadcast room for 90 days, selling over 100 million yuan
"Give yourself a chance, the difference between you and handsome guys and beautiful women is really only one physique difference!" In the live broadcast room of the "Back and Back Jia official Flagship Store", a well dressed anchor is trying to persuade netizens to back and back Jia.
In the live broadcast room of "Back to Back Jia Official Flagship Store", the anchor is promoting products.
The familiar black pose belt quickly awakened many childhood memories of the post-90s generation: more than 20 years ago, it was the same brand that vigorously promoted its corrective effect on hunchback and chest during the era of television shopping, which was popular among teenagers.
According to data from Cicada Mama, the official flagship store of Beibeijia has accumulated sales of 50-75 million yuan in the past 90 days, and with two official sub accounts, the cumulative sales of the three live streaming rooms have exceeded 100 million yuan.
Zhongxin Finance and Economics has noticed that unlike the past where teenagers were the target audience, now the back-to-back target of promotion has become office workers. However, according to age calculations, the "90s generation" who have grown up are still the ones who pay for their good back.
"I didn't get caught up in my childhood, but I didn't expect to be able to escape the challenge of being back-to-back when I grow up," said a netizen.
How to "turn red" after returning to the martial arts world with a good back and back
After 20 years, why are the same group of people still willing to pay for their backs?
Ultimately, the success of back-to-back marketing has been imprinted with marketing from the very beginning.
Before resigning and starting a business, founder Du Guoying, who had a strong background, was a teacher. Two years of teaching experience made him keenly aware of business opportunities: many students sit poorly in class, either bending down or lying on the table. Can this situation be corrected through some means?
In 1997, Du Guoying spent 5000 yuan to purchase a patent for "corrected sitting posture" and subsequently founded the "backlit" brand. Believing in the belief that "marketing is king", he focused on the theme of "correcting hunchback in teenagers" and brought it onto TV shopping programs, successfully winning the favor of a group of parents.
Data image: Screenshot of a promotional advertisement with a good back in the early years.
In just one year, Du Guoying, who was only 25 years old, sold for 450 million yuan and joined the Billionaires Club.
In 2005, Du Guoying sold the Beibeijia brand to Xiangguo International, but Xiangguo International failed to continue its glory and Beibeijia disappeared for a while. In 2021, Xiangguo International sold its well-established operating entity, its subsidiary Xiangguo Trading, to Kefu Medical for 177 million yuan.
In January of this year, Kefu Medical announced that the company had launched multiple new orthopedic products, improving their performance and wearing comfort. At the same time, based on the company's strong e-commerce operation ability and warehouse management ability, we have enabled the products from the channel, and explored the layout of Tiktok, Kwai and other interested e-commerce. Recently, the sales of Backpack products have increased to a certain extent.
Riding the fast train of live streaming e-commerce, I started to return to my old business in marketing.
In 2020, Zhang Yuqi wore a back-to-back outfit on the variety show "Sisters Riding the Wind and Waves", and # Zhang Yuqi's back-to-back outfit # became a hot topic, taking the first step towards becoming popular; At the end of 2023, Beibeijia began to collaborate with White Deer, earning the title of "White Deer Same Style"; On May 2, 2024, White Deer officially announced its status as the spokesperson for the backlit brand.
"I want to have a straight posture like a celebrity." - This undoubtedly hits many office workers who have been sitting at their desks for a long time and suffer from problems such as scoliosis. When "body management" becomes a current anxiety for young people, back-to-back beauty has once again become popular through promotion of "matching", making the 90s generation who once resisted back-to-back beauty voluntarily pay the bill.
Controversy Continuously: Unclear mystery of "Intelligence Tax"
From the era of TV shopping to the era of live streaming e-commerce, the "old tricks" with good backbones have been tried and tested repeatedly. But doubts about the effectiveness of back-to-back have never been far away.
In 2006, Beibeijia was already embroiled in a public opinion controversy involving allegations of false advertising, misleading consumers, and product efficacy being questioned by experts. According to media reports, Oak International has admitted that Backpack is neither a medical device nor a health product, and only has approval from the clothing industry. There is no clear source of scientific evidence for promotional slogans such as "benefiting 4 million people and being a good helper for the healthy growth of adolescents" and "having a good back U8 can restore normal physiological structure after moderate bone deformation".
Nowadays, the popular backlit figure still faces the same question: is correcting one's posture through external forces a form of "intelligence tax"?
On social media platforms, many netizens question whether being back-to-back is an "intelligence tax".
A orthopedic doctor told Zhongxin Finance that having a good back has a "slight effect" on correcting posture, but it should not be worn for a long time. "Scoliosis is difficult to adjust, and the most fundamental way to alleviate symptoms is to relieve the unbalanced muscles on both sides, improve poor posture, and avoid long-term same posture."
"When wearing it, it feels difficult to breathe. If worn for a long time, there will be large red and purple marks on the abdomen, and soon she will no longer wear it." A "post-90s" who once wore it with a good back during her student days told Zhongxin Finance that although her abdomen was strangled purple, she still couldn't successfully change her hunchback habit. "If there is no subjective initiative, the body will still unconsciously hunch and nothing will change in the end."
小时候 in one's childhood ; when one was young
淡出 fade-out ; fade out
走红 be popular ; be in favour ; be in vogue ; big-time ; be in luck ; be much sought after ; have good luck
智商 intelligence quotient
亮相 strike a pose on the stage ; make a stage pose ; step out before the masses ; declare one's position ; publicly make one's stand clear ; appear publicly
帅哥 〈口〉handsome young chap ; handsome man
体态 posture ; carriage
旗舰店 flagship store
安利 Amway ; Amway Corporation ; Amyway
句子成分分析：
[According to media reports], Oak International has admitted | that Backpack is neither a medical device nor a health
product, and only has approval [from the clothing industry].
句子语法结构详解：
(has 为 have 的第三人称单数形式。media 为 medium 的复数形式。)
* 第1个 has 为助动词。
* admitted 为谓语，采用现在完成时。
* that 为连词，引导宾语从句。
* is 为系动词作谓语，采用一般现在时。
* 句中含有 neither...nor... 并列结构，意为“……和……都不”；“既不……也不……”。
* 第2个 has 为谓语，采用一般现在时。动词采用第三人称单数形式。
* the 为定冠词。a 为不定冠词。
句子相关词汇解释：
Phrase:
| according to | 根据，据（某人）所述 |
| neither...nor... | 1) ...和...都不 2) 既不...也不...; 既没...也没... |
Vocabulary:
| medium ['mi:diәm] | n. | 1) （传播信息的）媒介，手段，方法 2) 手段，工具，方法 |
| report [ri'pɔ:t] | n. | 1) 报告，汇报，记述 2) 报道 |
| oak [әuk] | n. | 1) 橡树，栎树 2) 橡木，栎木 |
| international [,intә'næʃәnәl] | n. | 1) 国际体育比赛 2) 国际体育比赛选手 |
| admit [әd'mit] | vt. | 1) 承认 2) 准许进入（某处） 3) 准许加入（俱乐部、组织），接收（入学） |
| backpack | n. | 背包, 旅行包 |
| medical ['medikl] | a. | 1) 医学的，医疗的，伤病的 2) 内科的 |
| device [di'vais] | n. | 1) 装置，设备，仪器 2) 手段，策略 |
| health ['helθ] | n. | 1) 健康，身体状况 2) 医疗，保健 |
| product ['prɔdʌkt] | n. | 1) 产品，制品 2) （自然、化学或工业过程的）产物，生成物，产品 |
| and [ænd] | conj. | 1) 和, 与, 同, 并 2) 然后，接着 |
| only ['әunli] | ad. | 只; 仅; 仅仅 |
| have [hæv] | vt. | 1) 有，持有 2) 吃，喝, 抽(烟) 3) 患病，出现(某症状) |
| approval [ә'pru:vl] | n. | 1) 同意,赞成 2) 批准，通过，认可 |
| clothing ['klәuðiŋ] | n. | 衣服 |
| industry ['indәstri] | n. | 1) 工业，生产制造 2) 行业 |
句子成分分析：
[From the era (of TV shopping [to the era (of live streaming e-commerce)])], the "old tricks" (with good backbones)
have been tried and tested [repeatedly].
句子语法结构详解：
* shopping 为现在分词，作后置定语。
* tried 为谓语，采用现在完成时和被动语态。
* tested 为谓语，采用现在完成时和被动语态。
* have, been 为助动词。the 为定冠词。
句子相关词汇解释：
Vocabulary:
| era ['iәrә] | n. | 年代，时代 |
| TV ['ti:'vi:] | n. | 电视 |
| shop [ʃɔp] | vi. | 1) 去商店买，在商店购物 2) （go shopping）逛商店 |
| live [laiv] | a. | 1) 活的 2) （广播）现场直播的，实况转播的 |
| streaming | n. | 1) （把学生按能力）分班，分组 2) （经计算机网络对视频等的）流式传输，串流播放 |
| old [әuld] | a. | 1) 存在（或使用）时间长的，陈旧的，古老的 2) 老的，年纪大的，不年轻的 |
| trick [trik] | n. | 1) 诡计，花招，计谋，骗局 2) 引起错觉（或记忆紊乱）的事物 |
| good [gud] | a. | 1) 好的,令人满意的 2) 优质的，符合标准的 |
| backbone ['bækbәun] | n. | 1) 脊梁骨；脊柱 2) 支柱；骨干；基础 |
| try [trai] | vt. | 1) 试，试用，试做，试验 2) 试图，想要，设法 |
| and [ænd] | conj. | 1) 和, 与, 同, 并 2) 然后，接着 |
| test [test] | vt. | 1) 试验，检验，测试 2) 测验，考查 |
| repeatedly [ri'pi:tidli] | ad. | 重复地, 再三地 |
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