Xinhua Finance, Beijing, May 7 (Reporter Yan Peng) Recently, with fitness coach Liu Genghong "out of the circle", cloud fitness has been on the hot search for many times, fitness and health have become the focus of the market, and a company sprinting for an IPO has also received a lot of attention. focus on.
This company is Superstar Legend Group Co., Ltd., which was established in 2017. Relying on Jay Chou’s IP creation and operation, Superstar Legend has rapidly developed into a brand of skin care products such as magic coffee and other health management products, Darren Yueji and Dr. Moji. New retail operators have become an indispensable force in China's bulletproof beverage market.
Star IP portfolio empowers new retail
According to the prospectus, one of the controlling shareholders of Superstar Legend is Jay Chou’s mother, Ye Huimei, and there are many directors and controlling shareholders of Jay Chou’s artist brokerage company among the directors.
At the same time, Superstar Legend has a long-term partnership with Jay Chou and his artist agency Jewell Music and Archstone.
The data shows that in 2018, 2019, and 2020, the operating income of Superstar Legend was 94.68 million yuan, 86.59 million yuan, and 457 million yuan, respectively.
In the surging operating income in 2020, the superstar legend's new retail product, Magic Rooster Coffee, became a hit thanks to the broadcast of the first season of "Zouyou Ji" and the "implantation and delivery" of Ningbo Superstar Action Super Night Concert, creating a total of 333 million yuan. Yuan revenue accounted for 72.8% of the total revenue for the year.
Through the empowerment of exclusive star IP, Superstar Legend's new retail business has achieved rapid growth.
In fact, Superstar Legend is constantly expanding the creation and operation of other IPs to improve the richness of the IP portfolio. Through the diversified star IP portfolios in different fields and refined marketing positioning, the model of IP-enabled retail is more stable.
It is understood that Superstar Legend has cooperated with Liu Genghong to create a two-dimensional IP and design health management products. It is also cooperating with Fang Wenshan on IP and simultaneously developing products with traditional Chinese cultural characteristics. At the same time, it has cooperated with Yu Chengqing to create a pop music talk show "Both It will increase the revenue of IP creation and operation business, and at the same time continue to empower the new retail business.
Out of the Distribution Model Controversy
The empowerment and promotion of the low-carbon diet by the magic caffeine star IP have become an important source of income for the legend of the superstar, which is talked about with relish.
However, Superstar Legend used the influence of KOC (Key Opinion Consumers) and its marketing strategy centered on private domain traffic, which once made it into a passive position of public opinion.
In terms of sales model, Superstar Legend's Magic Roast Coffee cooperates with the general distributor Superstar Tingshe and other e-commerce platforms to expand the market through the distributors and dealers signed by Superstar Tingshe, while some of the cooperative distributors and distributors The merchant has further developed into a KOC, which eventually sells its flagship products to end consumers.
It is worth mentioning that Superstar Legend can use its unique star IP private domain traffic advantage on various social e-commerce channels to help distributors and dealers promote their main products.
The prospectus shows that from 2018 to 2021, the number of Superstar Legend distributors will increase from 36 to 699, and the number of distributors will increase from 639 to 18,871.
In the process of the rapid expansion of channels and the further improvement of the influence of commodities, the legend of the superstar has attracted the attention of the regulatory authorities.
In 2020 and 2021, Superstar Legend has experienced two law enforcement investigations on the grounds of suspected pyramid schemes, and bank account funds have been frozen.
According to the statement in the prospectus, Superstar Legend immediately reported to the Kunshan Market Supervision and Administration Bureau, which inspected Superstar Legend’s operations and issued two review opinions in June 2020 and June 2021 respectively, confirming Superstar Legend It does not constitute pyramid selling under Chinese laws and regulations, but engages in new retail activities through a legal distribution model.
The distribution controversy is fading away.
Looking forward to the future, Superstar Legend stated in the prospectus that the company's goal is to combine the success of its unique IP-enabled business model with other core products and IP content, and to consolidate and replicate it.
It will continue to provide consumers with safe and secure products and high-quality services, and continue to explore new retail models in depth.