爆卖超1亿！网友：童年的“智商税”又来？医生提醒
<div class="wx_rich_media_content" id="jsWxContainer"><section style='margin-bottom: 8px; outline: 0px; letter-spacing: 0.544px; font-family: system-ui, -apple-system, "system-ui", "Helvetica Neue", "PingFang SC", "Hiragino Sans GB", "Microsoft YaHei UI", "Microsoft YaHei", Arial, sans-serif; line-height: 1.75em; visibility: visible;' data-mpa-powered-by="yiban.io"></section><p style='outline: 0px; font-family: system-ui, -apple-system, BlinkMacSystemFont, "Helvetica Neue", "PingFang SC", "Hiragino Sans GB", "Microsoft YaHei UI", "Microsoft YaHei", Arial, sans-serif; letter-spacing: 0.578px; text-align: center; visibility: visible;'><span style='font-size: 16px; font-family: Tahoma, "Microsoft Yahei", Simsun;'>近日</span></p><p style='line-height: 1.75em;text-align: center;'><span style='font-size: 16px;'>曾风靡中小学生的“背背佳”<br style='outline: 0px;visibility: visible;'>正在直播间中卷土重来<br style='outline: 0px;visibility: visible;'>其短短90天<br style='outline: 0px;visibility: visible;'>就卖出一个亿的消息<br style='outline: 0px;visibility: visible;'>引发了社会的广泛热议</span></p><p style='line-height: 1.75em;'><span style='font-size: 16px;'><br></span></p><section style='line-height: 1.75em;'><br style='outline: 0px;'><br></section><p style='line-height: 1.75em;margin-bottom: 24px;'><span style='font-size: 16px;'>据报道，1998年，“中国营销教父”杜国楹创立背背佳，凭借疯狂的广告营销，创下了4.5亿元的销售额。2005年，借助“超女”代言，背背佳的热度再次被推向高潮。但2006年前后，背背佳遭到多名家长的投诉和举报，陷入了涉嫌虚假宣传、误导消费者、产品功效受专家质疑等舆论风波，很快跌下神坛。</span></p><p style='line-height: 1.75em;margin-bottom: 24px;'><span style='font-size: 16px;'>不少80、90后，甚至00后仍记得，中小学时期，不管有用没用，必是人手一个背背佳，以此减缓父母对孩子体态的焦虑。如今，这款诞生于20世纪末的“古早”产品竟再次回归大众视野，勾起许多人儿时回忆的同时，也让“驼背”“溜肩”“前倾”等引发身体焦虑的词汇再次被唤醒。</span></p><p style='line-height: 1.75em;margin-bottom: 24px;text-align: center;'><span style='font-size: 16px;'>有网友表示<br style='outline: 0px;'>不会是小时候用背背佳那批人<br style='outline: 0px;'>又来买了吧？<br style='outline: 0px;'></span></p><p style='line-height: 1.75em;margin-bottom: 24px;'><span class="wxart_image" wx-style='display:inline-block;outline: 0px;color: rgb(37, 31, 31);font-size: 15px;letter-spacing: 1.5px;text-align: center;border-style: solid;border-width: 1px;width: 561.985px !important;visibility: visible !important;'></span></p><p style='line-height: 1.75em;margin-bottom: 24px;'><br style='outline: 0px;'></p><p style='line-height: 1.75em;margin-bottom: 24px;text-align: center;'><span style='font-size: 16px;'>也有网友表示<br></span><span style='font-size: 16px;letter-spacing: 0.034em;'>穿上</span><span style='font-size: 16px;letter-spacing: 0.034em;'>有种上刑的</span><span style='font-size: 16px;letter-spacing: 0.034em;'>感觉</span></p><p style='line-height: 1.75em;margin-bottom: 24px;'><span class="wxart_image" wx-style='display:inline-block;outline: 0px;color: rgb(37, 31, 31);font-size: 15px;letter-spacing: 1.5px;text-align: center;border-style: solid;border-width: 1px;width: 561.985px !important;visibility: visible !important;'></span></p><p style='line-height: 1.75em;margin-bottom: 24px;'><span class="wxart_image" wx-style='display:inline-block;outline: 0px;font-family: system-ui, -apple-system, BlinkMacSystemFont, "Helvetica Neue", "PingFang SC", "Hiragino Sans GB", "Microsoft YaHei UI", "Microsoft YaHei", Arial, sans-serif;color: rgb(37, 31, 31);font-size: 15px;letter-spacing: 1.5px;text-align: center;border-style: solid;border-width: 1px;width: 561.985px !important;visibility: visible !important;'></span><br style='outline: 0px;'></p><p style='line-height: 1.75em;margin-bottom: 24px;text-align: center;'><span style='font-size: 16px;'>90天销售破亿背后<br style='outline: 0px;'>背背佳到底是<br style='outline: 0px;'>回忆杀还是焦虑制造者？</span></p><section data-role="outer" label="edit by 135editor"><section data-role="title" data-tools="135编辑器" data-id="92788"><section><section><section><p style='line-height: 1.75em;margin-bottom: 24px;text-align: center;'><strong><span style='font-size: 16px;color: rgb(255, 255, 255);background-color: rgb(0, 122, 170);'>大卖一个亿，<br style='outline: 0px;'>背背佳重回公众视野</span></strong></p></section></section></section></section></section><p style='line-height: 1.75em;margin-bottom: 24px;'><span style='font-size: 16px;'>“成人就拍1号链接，儿童拍2号，男女都可以调整，每天3-6小时，吃饭睡觉剧烈运动不穿，其他时间都可以穿。”</span></p><p style='line-height: 1.75em;margin-bottom: 24px;'><span style='font-size: 16px;'>“给自己和孩子一次调整的机会，看我戴3遍、5遍，都不如自己买回家穿一周。”</span></p><p style='line-height: 1.75em;margin-bottom: 24px;'><span style='font-size: 16px;'>在背背佳官方旗舰店直播间内，女主播正非常娴熟地用着直播话术，评论区内的消费者趋之若鹜。潮新闻记者注意到，直播间的界面中，还挂着“身材管理”等字样，称能够改善驼背、溜肩、耸肩、高低肩、脖子前倾等问题。</span></p><p></p><p><br></p><p style='line-height: 1.75em;margin-bottom: 24px;'><span style='font-size: 16px;'>直播电商数据分析平台蝉妈妈的数据显示，背背佳有三个官方账号，近一周内，三个官方账号的直播场次分别达到8次、9次和8次，绝大部分场次直播时长超过4小时。5月8日，背背佳旗下产品跻身医疗保健品类直播商品榜第一位，近90天累计销售额突破1亿元（该平台算法最多显示金额为1亿元）。</span></p><p style='line-height: 1.75em;margin-bottom: 24px;'><span style='font-size: 16px;'>纵观近期“背背佳”重回公众视野的方式，不难发现是在营销上打了套“组合拳”，赞助娱乐综艺、女星同款、内容种草、线上直播间，不断触达消费者，带动品牌热销。</span></p><p style='line-height: 1.75em;margin-bottom: 24px;'><span style='font-size: 16px;'>同时，背背佳正在扩大目标受众，从针对青少年扩大到成年人，如今的背背佳依靠明星效应、高强度品牌曝光和内容种草抓住了当代年轻人的“体态焦虑”，直击久坐容易肩颈腰痛的痛点。</span></p><section data-role="outer" label="edit by 135editor"><section data-role="title" data-tools="135编辑器" data-id="92788"><section><section><section><p style='line-height: 1.75em;margin-bottom: 24px;text-align: center;'><strong><span style='font-size: 16px;color: rgb(255, 255, 255);background-color: rgb(0, 122, 170);'>“我知道可能是智商税，<br style='outline: 0px;'>但还是买了”</span></strong></p></section></section></section></section></section><p style='line-height: 1.75em;margin-bottom: 24px;'><span style='font-size: 16px;'>今年3月，在浙江念大学的刘婷（化名）发现，身边有不少朋友正在使用背背佳改善体态，由于妈妈常因驼背训她，所以刘婷在线上购物平台下单了最新款的成人款背背佳，“受从小广告植入影响，我觉得它是有一定体态改善作用的。”</span></p><p style='line-height: 1.75em;margin-bottom: 24px;'><span style='font-size: 16px;'>“背背佳是从小就知道的品牌，但我看了很多测评视频，多品牌对比后，我买了其他品牌。”小严表示，之所以没有选择背背佳，是因为在同类型产品里，它的售价相对较高，“背背佳最便宜的150多元，热门款要200多元，所以我最后买了一款70元左右的平替，哪怕真的没用成本也不会很高。”</span></p><p style='line-height: 1.75em;margin-bottom: 24px;'><span style='font-size: 16px;'>使用一段时间后，小严坦言，背背佳这类产品主要是提醒作用，“它能辅助我保持良好的坐姿，缓解腰痛，真的通过它来矫正，好像并不现实。”</span></p><p></p><p><br></p><p style='line-height: 1.75em;margin-bottom: 24px;'><span style='font-size: 16px;'>有十余年瑜伽教练经验的佳佳，也是一位13岁孩子的母亲，她告诉记者，他们孩子班里没有一个孩子购买使用背背佳类产品，“背背佳就是把前侧肌肉打开，但背部后侧肌肉不练紧，怎么保持。”</span></p><p style='line-height: 1.75em;margin-bottom: 24px;'><span style='font-size: 16px;'>另一位读书时穿戴过背背佳的健身教练更是认为，佩戴此类产品，甚至可能给身体带来一些副作用，“胸椎曲度变直带来的肋骨外翻，翼状肩胛，骨盆前倾，进而引发股骨过分内旋，小腿外翻，足弓塌陷，具体还得看个人发力习惯，有的人并不全都能受到影响，有的人可能还更多。”</span></p><section data-role="outer" label="edit by 135editor"><section data-role="title" data-tools="135编辑器" data-id="92788"><section><section><section><p style='line-height: 1.75em;margin-bottom: 24px;text-align: center;'><strong><span style='font-size: 16px;color: rgb(255, 255, 255);background-color: rgb(0, 122, 170);'>“短期有效果，<br style='outline: 0px;'>更重要的是习惯和运动”</span></strong></p></section></section></section></section></section><p style='line-height: 1.75em;margin-bottom: 24px;'><span style='font-size: 16px;'>在极高品牌曝光度和令人心动的推荐话术引导下，背背佳的热度越来越高，不少人决定再相信一次背背佳，那么背背佳的实际效用是否与它的热度相匹配呢？</span></p><p style='line-height: 1.75em;margin-bottom: 24px;'><span style='font-size: 16px;'>浙江省中医院推拿科主任杜红根告诉记者，“背背佳是物理性的矫姿带，实际上这个东西效果是很小的，也不是医疗设备，只能在短期内起到提醒作用，提醒你应该是什么样的姿态，你戴了还可能有依赖心理。”</span></p><p style='line-height: 1.75em;margin-bottom: 24px;'><span style='font-size: 16px;'>“现在一些辅具，它有一定的制动作用，就是你把它绑在那里，身体动不了，你就只能维持在这个姿势。那么对脊柱，反而限制了它的运动，长期限制以后，实际上对周围肌肉是不利的。”因此，杜红根并不建议大家佩戴背背佳类姿态矫正产品，若长期佩戴，容易限制肌肉活动，反而降低肌肉力量，“一个简单的例子就是束腰带，如果长期佩戴束腰带，你的腰肌力量只会越来越差。”</span></p><p style='line-height: 1.75em;margin-bottom: 24px;'><span style='font-size: 16px;'>事实上，背背佳一直存在争议，曾被曝出虚假宣传、夸大宣传效果，为何“跌下神坛”的背背佳还能“东山再起”？</span></p><p style='line-height: 1.75em;margin-bottom: 24px;'><span style='font-size: 16px;'>“这个事情又重新被炒起来，主要还是因为我们学习工作环境的变化。”浙江省中医院推拿科主任杜红根认为背背佳的重新走红有两方面原因，“一是现在学校对孩子的姿态要求弱化了，要求降低了，家长就会焦虑；二是我们现在一直在提倡要对脊柱侧弯做早期防治，实际上很多是体态的问题，一些机构趁着热点，推出可以帮助纠正体态的商品，而我们家长苦于没有好的办法去解决这个问题，背背佳等辅具的出现，变相解决了家长焦虑的问题。”</span></p><p style='line-height: 1.75em;margin-bottom: 24px;'><span style='font-size: 16px;'>在杜红根的观点下，仅靠外力矫正姿态是有限的，“关键的问题不是去寻找一个产品来矫正孩子的姿势，如果本身孩子的筋骨都不强壮，光靠外力去拉，即使短期有效果，但不使用后，身体还是会回到老样子。”因此，真正的姿态管理要靠习惯与运动，“要解决这个问题的关键是家长、学校对孩子的姿态管理。”<br style='outline: 0px;font-size: 0.32rem;line-height: 0.56rem;'></span></p><p style='line-height: 1.75em;margin-bottom: 24px;'><span style='font-size: 16px;'>另一种方法则是运动，杜红根认为运动可以增强肌肉力量和协调性，从而改善体态，“现代人主要的问题是运动太少，所以脊柱的稳定性不够，肌肉力量很弱。”他举了个简单的例子，现在初中生引体向上一个都做不起来，不是说他们的臂力差，关键是腰背肌肉力量太差，但这部分肌肉起到对脊柱的稳定支撑作用，这才是核心。“所以，通过某一种外力、辅具解决体态问题并不现实。”</span></p><p style='line-height: 1.75em;margin-bottom: 24px;'><span style='font-size: 16px;'>对于已购买了背背佳类姿态矫正产品，希望借助外力提醒自己养成良好习惯的消费者，杜红根认为也不是绝对不可取，“提醒也是一种作用，我的建议是每次戴不超过两个小时。两小时后取掉，活动身体，过一小时再带，这样相对比较合理。”</span></p><p style='line-height: 1.75em;margin-bottom: 24px;'><span style='font-size: 16px;'>此外，杜红根提到久坐后腰痛、肩颈痛是人们常见的问题，正确的坐姿也非常重要，“往前倾的姿势比较好，它有利于你坐正。椅面向前倾，腰就会挺起来，不然人会掉下去，但这样坐时间长了也会累。”</span></p><section style='text-align: right; outline: 0px; font-family: system-ui, -apple-system, BlinkMacSystemFont, "Helvetica Neue", "PingFang SC", "Hiragino Sans GB", "Microsoft YaHei UI", "Microsoft YaHei", Arial, sans-serif; letter-spacing: 0.578px; visibility: visible; line-height: normal;'><span style='outline: 0px;color: rgb(136, 136, 136);font-size: 12px;letter-spacing: 0.578px;font-family: system-ui, -apple-system, system-ui, "Helvetica Neue", "PingFang SC", "Hiragino Sans GB", "Microsoft YaHei UI", "Microsoft YaHei", Arial, sans-serif;visibility: visible;'>来源：潮新闻</span></section><section style='outline: 0px; font-family: system-ui, -apple-system, BlinkMacSystemFont, "Helvetica Neue", "PingFang SC", "Hiragino Sans GB", "Microsoft YaHei UI", "Microsoft YaHei", Arial, sans-serif; letter-spacing: 0.578px; 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visible;line-height: 1.75em;'><strong style='outline: 0px;color: rgb(0, 122, 170);letter-spacing: 0.544px;font-size: 20px;'><strong style='outline: 0px;letter-spacing: 0.544px;'><strong style='outline: 0px;letter-spacing: 0.544px;'><strong style='outline: 0px;letter-spacing: 0.544px;'><strong style='outline: 0px;letter-spacing: 0.544px;'><strong style='outline: 0px;letter-spacing: 0.544px;'>↓</strong></strong></strong></strong></strong></strong></section></section></section></section></section></section></section></section></section></h2><p style='display: none;'><mp-style-type data-value="10000"></mp-style-type></p></div> 背背佳卷土重来。 要解决这个问题关键是家长。 这东西到底能有多大的作用！ 背背佳卷土重来。 骗了全国人民 不要被忽悠了 都是一天闲的蛋疼
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