Can you get out of the homogeneous strange circle by relying on a explosion? SKG

Health, massage, two words that seem to be unrelated to young people, but because of the support of young people, have become a keyword of a new IPO.

Long -term 996, brushing mobile phones, this session of young people per capita cervical spondylosis, but spending time and money in physical stores, so he turned his attention to the online shopping massage instrument.

The massage device designed for young people has also become the key to the success of SKG. Recently, SKG's parent company has officially submitted the prospectus in the future, and plans to raise 1.6 billion yuan in funds.

However, consumers often hesitate to face massage instruments on the Internet and different prices. Even if you buy it, it is easy to use the phenomenon that it does not feel the effect for a few days. "Massage instrument, is it an IQ tax", and it has emerged.

Open the search engine search "massage instrument". From the entry automatically associated with the system, it can be seen that this worry is universal.

Internet celebrity massage, is it really useful or a gimmick? Will SKG's launch road will be smooth? Why do massagers have become popular in recent years, and punk health will be the current market style?

New Internet celebrities, health giants

Before the listing of SKG, it was easy to listed as "the first share of the domestic massage", and its market value once exceeded 10 billion, but now the market value is nearly cut. Obviously, in the capital market, such companies have not obtained such companies. Such companies have not obtained. The favor of too much capital. In such a market environment, why did SKG choose to go public?

At present, wearable wearables are mainly engaged in the research and development, design, production and sales of SKG brand products.

Judging from the prospectus disclosed, from 2019 to 2021, the revenue of future wearables will be 792 million yuan, 991 million yuan and 1.06 billion yuan, respectively, and net profit is 210 million yuan, 140 million yuan and 130 million yuan, respectively. Essence The main business accounts for more than 99%. The overall operation is still good, but the overall profit has declined.

According to Tianyan check data, from 2019 to 2021, the proportion of future wearing research and development expenses accounted for 2.87%, 4.76%, and 7.05%, respectively, far lower than the marketing costs of the same period. For more than 10,000 yuan, 215 million yuan.

Obviously, as a new Internet celebrity brand, the investment in marketing and publicity is much higher than its investment in product development. "Net Red Road" and "popularity" are also one of the reasons why SKG has grown rapidly in recent years.

In terms of sponsorship, SKG chooses to cooperate with major variety shows such as "This is Hip -hop 3" and "Sister with the Wind". In the year, SKG announced that Wang Yibo was the global spokesperson for the SKG brand.

The traffic is a double -edged sword, while the huge traffic brings huge exposure to SKG, and it has also attracted many negative controversy.

For example, its brand name is suspected to be the popularity of foreign brands. The product named "medical effect" has not achieved the expected effect after the user experience. Essence

The marketing of "medical effects" is suspected of "exaggerated propaganda" also damaged the brand image, and it also has a negative impact on the future development of the enterprise.

Secondly, the high price of up to 50 % of the profit margin also caused many consumers to criticize. Earlier, the entry of #SKG's gross profit margin higher than Apple#also rushed on the hot search, causing fierce discussion among netizens.

The average unit price of its wearing cervical massage instrument is 183.47 yuan. The higher price has become one of the reasons why users do not buy. The high price does not have a good experience.

In the face of this situation, will the SKG of the main battle capital market be re -made the same mistake? How to modify the current development path and direction after the IPO? What kind of advantages SKG itself has the advantages of "fighting" with other brands

2 Can you create a new massage experience?

Earlier, most of the massage instruments on the market were still a seemingly awkward belt, and they were limited by the power cord. When you wanted to massage, you could not exercise at will in one place. Most of the portable product forms were developed into a "little dolphin "But the massage strength and effectiveness range are much smaller.

One of the main focus of SKG is high -value and portable. Its simple and smart design can gain the love and favor of many young people in the market.

Gen Z's consumer groups are more willing to consume high -value products in order to design outstanding products. SKG also grasped the consumption psychology such as young groups, and then worked hard on the design of the product to win the young market.

From the perspective of the online market share of 2021, SKG has a high share of cervical massage device, reaching 31%, and it can also be seen that the success of the SKG strategy.

Secondly, the portable design also has the attributes of health care.

More suitable for contemporary office people, bowing heads. The neck -type design is more in line with the current mobile office scenario. Young people can massage and relax anytime, anywhere. This is also a traditional massage instrument. SKG's product form is more portable. It is also a traditional massage. One of the reasons for standing out of the equipment.

Secondly, the model of grass -growing marketing is the main reason why SKG comes out. , Publicize the product, create explosive models, thereby achieving the purpose of the circle. Such a marketing model is also more in line with the current marketing models of Internet manufacturers. For example, Jiang Xiaobai and small cans of tea are used to promote the brand's growth through explosive marketing for a single product. Similarly, the growth brought by marketing, not the growth of product innovation, how long it can last in the future is what SKG needs to do.

From explosive models to sustainable growth, SKG must also change the business model. As showing the financial report in the past three years, although the sales of the product have been increasing, the profit has not increased, which has also become the biggest problem of SKG. The growth of income cannot keep up with the investment in marketing, which is also the status quo of SKG's urgent need to change.

What will happen in the future after SKG is on the market? Can it be a huge market for the needs of office workers? It is necessary to slowly solve SKG's future road.

3 punk breeding new air outlet

"Health" is no longer an exclusive vocabulary for middle -aged and elderly people. At present, the "health market" created by young people is even greater.

With Liu Genghong, the fire of the flying dials, under the boom of national fitness, another "fascia gun" of another health product also attracted the attention of the market.

SKG's current official Tmall flagship store is selling products categories. In addition to massage products, there are additional classifications are professional sports -level fascia guns and blood pressure heart rate watches.

According to the "Chinese Wearable Equipment Market Tracking Report" released by IDC, in the first quarter of 2022, the number of Chinese wearable equipment markets was 25.84 million units. At present The idea of ​​smart watches.

At present, the mainstream smart wearable watch equipment, in addition to mobile phone manufacturers, rarely do other professional manufacturers, and SKG has begun to enter the field of smart watches, which also injects a new vitality into the smart watch market.

More and more young people have begun to pay attention to their heart rate, blood oxygen and other physical data testing. They have created a tens of billions of levels of the blue ocean market for solving the soreness of muscle soreness in the body. There are also more and more manufacturers. Facing such a market.

At present, SKG needs to make breakthroughs in the direction of "intelligence" on a single product under the premise of ensuring "quality" and "efficacy". At present, SKG is not like the Xiaomi ecological chain enterprise, which can establish a unified ecology, and pass through the passing of the ecology, and pass the passing of through. The same app is linked.

If SKG's current watch can be linked with your own massage products, for example, after wearing a test, the massage is automatically turned on and automatically relaxed. Operation experience.

In the future, the success of the IPO, SKG needs to be transformed, instead of sending the money in the capital market into the pocket of marketing again. Only strong products can bring new market growth.

Data source: Tianyancha, IDC

Image source: network

Reference article:

Jiang Han Vision, "SKG, a person in the workplace, is going to sprint for listing? Why is the massage instrument so popular in recent years? "

Zinc Technology "SKG and Bengsheng of Finding the Traffic Seduction of Traffic Talks a joke: I am a science and technology company"

Watching the new consumption "Ten billion massage instrument blue ocean, difficult to get giants"

- END -