Extreme review | 148 yuan a box of mask cost is only 10 yuan!It's time to break the superstition of the "Medical Beauty Mask"

Ji Mu News commentator Qu Jing

On the evening of September 19th, the "148 box of shit mask cost only 10 yuan" entries were searched. It is the Internet celebrity brand, and its star product "black film" and "white film" swept the entire network. The Tmall flagship store shows that the price of the two products of the two products above is 199 yuan and 148 yuan, and the cost price of the above products is around 10 yuan. (According to the China Fund News on September 20)

Related topics appear on hot search (picture source: Weibo screenshot)

The cost of Yaerjia was not calculated by the media, but the company's own disclosure. When preparing for listing and responding to the inquiry letter of the Shenzhen Stock Exchange, Yaerjia said that from January 2018 to February 2021, Terja purchased the finished product and sold it outside the Harbin Sanlian. During the period from January to February 2021, the purchase unit price for applying medical dressing was 9.12 yuan/box and 9.80 yuan/box, respectively; the purchase unit price of the mask was 10.17 yuan and 9.99 yuan, respectively. It is about 10 yuan.

Screenshot of the cost of Yajia product disclosed by the media (Picture Source: China Fund News)

Moreover, the gross profit margin of Yajia has always been very high. According to its prospectus, from 2019 to 2020, Terria's gross gross margin rate is about 76%, and in 2021, it is as high as 81.95%. The average value of 70%gross profit margin beyond the beauty industry is almost twice the technology giant Apple, which makes people have to sigh: Women's money is really easy to make!

Compared with the high profit margin, Yaerjia is far lower than the company's companies. From the first quarter of 2018 to 2021, the amount of R & D investment accounted for less than 1%of operating income.

Screenshot of the gross profit margin disclosed by the media disclosed (picture source: China Fund News)

This is because it did not do research and development before, but directly purchased products and sold it to the outside world. The essence is more like a sales company. The first wave of dividends, constantly signing the star spokesperson and sponsorship variety shows, all kinds of brushes on their faces, and the offline distribution system they established not only questioned MLM, but also caused its price system to be extremely chaotic.

The spokesperson of Yaerjia is the popular Xiaohua Zhao Lusi (Picture Source: Harbin Terja Technology Co., Ltd.)

Many netizens were wondering because they sold 148 boxes on a box of 148 boxes on the flagship store, because they had bought more than 50 yuan, more than 60 yuan, and more than 70 yuan in various channels, and there were still there were, and there were still there were, and there were still. The market difference is nearly 100 yuan. Although it is said that its current behavior is not yet illegal stipulated in the law, it is difficult to make people feel that it is collecting "IQ taxes".

Price of the official website of the mask (Picture Source: Harbin Terjia Technology Co., Ltd.)

Why can Yajia make a lot of money? The core reason is that it holds the golden signboard of the "weapon number". With the prevalence of the medical beauty industry, the "medical dressing" used for postoperative restoration is in the name of "medical beauty mask", and it is popular with the name of the "medical beauty mask", and Yierjia is one of the representatives. Many people's medical and beauty institutions, beauty salons, and cargo anchors will emphasize the identity of their "weapon name" when recommending this mask. It belongs to the category of medical device. The blogger's marketing is "rotten face savior" and "beautiful artifact", which is said to have various magical effects such as "hydration", "moisturizing", "whitening", "acne".

However, in fact, the biggest feature of medical dressing is different from ordinary masks. It is that the entry threshold is higher, the ingredients are relatively single, and the additives are less. It is nonsense, and it is not suitable for long -term use as daily skin care products. The Guangdong Provincial Drug Administration has issued consumer tips that there is no evidence to prove that the "weapon number" mask on the market can have better skin care effects than ordinary masks. From the perspective of regulations, it is not allowed to declare "cosmeceuticals", nor does it have the so -called "weapon number mask" or "medical beauty mask".

The more popular "makeup names" in the market are impersonating the "weapon name" and "ingredients" marketing over the market, which has also caused close attention from the regulatory authorities. In January 2020, the State Drug Administration issued a science article that there was no concept of "械 面 面", and medical device products could not use the "mask" as their name; according to the "Cosmetics Sanitation Regulations" regulations, if cosmetics declared "Medical Medicine Medicine Skin care products "drug makeup", which are illegal propaganda; and in January 2022, the State Drug Administration organized amendments to release the "First Category of Medical Device Product Catalog". Is it related to the abuse of the "weapon font" by the medical beauty mask?

Shi Erjia's pursuit of listing is probably related to the increasingly tight supervision. When the story of "medical mask" cannot be continued, it can only be used to strengthen the research and development and expand the product line to retain the market that is not easy to market. Rest, but once this mode of lying down, once how many people will still pay for the "medical dressing" with a strong sound of wind and a low cost? It is hoped that the continuously strengthening supervision will make more consumers recognize the truth of the so -called "medical beauty mask" and break my myth of the "medical beauty mask", and it is not wrong to be wrong.

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