In the hottest summer in history, the sun protection business under the banana is not easy to do

New business behind sun protection.

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Produced/New Business Review

These years, as soon as I submitted the prospectus, I was pierced through the intention of "anxious settings". No one except bananas.

In the prospectus disclosed under the banana, the keen netizens saw the clue at a glance. In 19-21, the net profit attributable to the mother lost 23 million yuan, 77,000 yuan, and 5.473 billion yuan. The adjustment of net profit was 0.197, 0.394, and 1.35.7 billion yuan in net profit.

From earning 136 million to 5.4 billion, the difference is too big. In this regard, the statement given by bananas is that "it is mainly from the loss caused by the changes in the fair value of the convertible redeeming preferred shares."

At first glance, most laymen do not understand, but often internal pedestrians are often unreasonable. Convertible redeeming preferred stocks are one of the common financing methods. If you can simply understand, this is the part of the cash of the equity. It must be returned to investors or founding teams through capital.

It seems that under the banana is not satisfied with the industry leader, it is actually that the management can't wait. Once the motivation is exposed, it is inevitable to invite doubts, not to mention that there are a few lessons that have a perfect diary falling into the altar. For a while, the public opinion that is difficult to sustain on the DTC marketing model under the banana is very loud.

The focus of her economy, copying the explosive banana is indeed scarred in the outside world's discussions, but in terms of rationality, from product design to marketing promotion, the birth of explosive models is not a day. The topic worth exploring here is not only the disadvantages of heavy marketing and lighting, the dissatisfaction of being harvested by IQ taxes, but also the "lifestyle" that the new consumer brands are keen to sell.

one

Small money to achieve 2.4 billion

Go on the perfect diary and old road

Jiu Xiang is not afraid of the alleys in the past. How to create topics, and the volume of transmission has become a must -do problem for almost all new consumer brands.

In this regard, the solution given by the banana is: smash money. The leaders of the opinions of various fields of social media have output content, and the consumer eyeballs are "bombed" in all aspects.

The data of 19-11 proved this. The distribution and sales costs of 120 million yuan, 320 million yuan, and 1.1 billion yuan accounted for 32.4%, 40.7%, and 45.9%of operating income, respectively. Among them, big advertising and marketing expenses were 36.91 million, 1.111 million, and 586.36 million, respectively, accounting for 9.6%, 15.0%and 24.4%of operating income.

As far as KOL is concerned, in 2021, under the banana, it cooperates with KOL in more than 600 different fields. These opinion leaders have about 1.4 billion followers on the mainstream social media platform, of which more than 199 KOL has over one million followers, bringing 4.5 billion views.

The breaking circle under the banana undoubtedly provided a successful model for the new consumer brand. Today, the number of fans of the banana flagship store on the Douyin has reached 727,000; the number of fans of the flagship store of Tmall Banana has reached 4.61 million, and the highest sales sunscreen jacket with the highest sales in the store already has 200,000+people pay.

If you search for "Banana" in Xiaohongshu, there will be 5W+notes jumping out. It can be said that every order behind the 2.4 billion below banana was smashed by real gold and silver. Nearly half of the money made by selling faces, almost half of the net red pockets. This also explains to a certain extent why the revenue of 2.407 billion in 2021 under banana was as high as 203%year -on -year, but the profit was only 136 million poor.

It is the sales cost that invades the profit space ... It must be acknowledged that with the help of the omni -channel sales and distribution network marketing model driven by DTC, the banana is also in just two or three years. The volume reached.

But I have to be alert to the business trap of "successful marketing, defeat and marketing". It is also cut in from women's items. It belongs to the new consumer track. It has amazing similarities with the "Light of Chinese Style", which has four years of IPO, which has four years to go to the United States.

Whether it is the DTC model that is deeply bound to KOL, or the method of squeezing the profit space with high amount of propaganda costs, or even the manufacturing method of foundry and OEM production in quality risks, it has reached the "delisting market The perfect diary of the edge is exactly the same.

Seeing that the light of domestic products, the light of the Chinese goods fell like a Domino card, it was really worrying. Under the banana that made a dark losses, insisting on the perfect diary crossing the river, it is only a matter of time on the road to walk on the river. Essence

two

R & D investment gradually decreases

Also known as a technical work

Nine years ago, Banana made a fame with a double -layer small black umbrella that focused on "sunscreen efficacy". 9 years later, the banana product line has extended to non -umbrella hard sunscreen products, launch cuffs, hats, sunscreen clothes The categories of masks have settled the position of "China's largest sunscreen brand".

From the field of vertical segmentation all the way, killing to the industrialized mass market, the track of the banana has obviously expanded, and the entire audience also expanded from the "her economy" to a larger range, but it was not enough. Because the exterior patent and poor research and development costs do not constitute a brand of moat.

The prospectus shows that the research and development team of banana is currently composed of 197 employees. The R & D investment from 2019-2021 is 19.9 million yuan, 35.9 million yuan, and 71.6 million yuan. Among them, it increased by 99%from the previous year in 2021. In the past three years, R & D expenditure accounted for a large proportion of income, with a large step of income, with a large steps of 5.2%, 4.5%, and 3.0%, respectively. Under the banana of 3 times in revenue, the proportion of research and development costs is declining year by year. Facing the huge amount of amount, the banana also claims that the product "full technology" is somewhat damaged with the brand image.

In addition, according to supplementary information, 107 of the 153 patents under the banana are the appearance patent. Whether this shows that the "black technology+design sense" combination boxing under the banana actually refers to the "fancy packaging" routine that wins with high value to be sophisticated, but it is certain that the products under the banana are really expensive. As far as an umbrella with UPF50+sunscreen effect is concerned, the pricing of about 200 yuan under the banana brand is at least 4 times higher than the market.

Is it expensive? It is not necessarily true now. You can see the "IQ Tax" entries that are sufficient to evaluate the content under social media.

For example, a netizen of Douban took advantage of the 618 to buy a sunscreen hat and saw the brand under the banana. Finally, the price after the discount was hesitant, and finally posted a post for help netizens. There are not many reply stickers, but one of the netizens posted directly on the evaluation video and persuaded her to say that there is no difference between the products of the sunscreen and the price of ten times the price.

All sunscreens under the banana will emphasize UV ​​protection coefficient UPF, with the evaluation reports of professional institutions and user experience feedback, telling the brand story around precision users. The Ningbo Quality Supervision Bureau also has a test to prove that 100%cotton ordinary clothes are better than professional sunscreen.

With the favor of capital, it is not difficult to win the name of the "first share of sunscreen". However, the discussion of the technology investment around the product may have just begun, but users who have risen by the grass at the moment are not loyal at all. Today, when the explosive products are endless, old love may be abandoned at any time.

three

Star trafficking lifestyle

手 手 手

Under the banana of the "sun protection anxiety" track, it ushered in the "rapid income" of the past three years.

It seems to be the recommendation of Internet celebrities, big V, and celebrities. It is also the in -depth deepening of beauty education from the media, which has increased consumers' awareness of anti -sun protection and skin protection. But in fact, the "white young" aesthetic origin has been deeply ingrained. Since ancient times, it has been an indicator that measures personal charm and socioeconomic status. Nowadays, it has intensified as the mainstream discourse rights have expanded.

What attracts women to consume not only has functional needs, but also has a face value, but also the obsession of "exquisite girls are not rolling in place where others do not roll." Relying on the uniqueness of "design brought by high" design, different "to attract the attention of consumer groups is only the first step. Using high prices to stimulate the desire for advanced life is the universal formula for various new consumer brands.

From a small black umbrella, under the banana, it seemed to realize this truth, so it is not difficult to see the mask of "covering the corners of the eyes to prevent eye pattern", a more fashionable sunscreen suit launched by the company's same ideas, "can be used as a headband as a headband Can be used as a hats such as hats.

With the adjustment of the product line, the brand positioning of the banana has also transformed from "sunscreen items" to Urban Outdoo. Urban Outdoor is "urban outdoor". Acknowledge.

Paying attention to wearable can show personal status, and status usually means getting more social resources. It can be said that, like obtaining money, reputation, and rights, what clothing and how to dress have become a way to gain love and respect.

It can also be said that strengthening users' minds and meeting consumers to realize the needs of class jump is the ultimate password for the success of the new consumer product.

All the explosive brands that have appeared have well known, especially with the current social status and public opinion orientation, which exacerbates the status of social achievements and people's values. It has become a standard for marketing.

Unlike the past yearning for a wealthy life, we can only watch the lifestyle of fashion magazines, movies and television learning consumerism. Today, the lifestyle of star online celebrities sells more fingertips.

This is also the intention of building a "new middle -class" taste. Behind the diversified content such as soft text and evaluation, behind the concept of consumers 'understanding of consumers' understanding of product functions is to infiltrate consumers a concept of "no longer need to look up, and to have the same life as others with a finger."

I do not know the frequent quality storms, do you let the banana realize that the supplier's gap is the problem. But it is certain that consumers will not be willing to hear others remind themselves to accept IQ taxes.

Whether it is a banana or more new consumer brands that have been beautiful, the cut is actually a psychology of the people's desire to rise.

This also proves the definition of Harvard Business School: a brand has no objective existence at all, it is just a collection of cognitive cognition in the minds of consumers.

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