Meng Cloth Play: Playing Is Network Fashion.

The best selling idea of grass mud horse is in fact the essence of the toy industry.

Toys must be sold, the foundation is safety, and then the quality is upwards. The highest level is emotional appeal and emotional contagion.

It can be said that the surface of a thing is not important and its core is important. Once the core is established, it can be injected into different entities and produce enormous reproductive value.

Tang Jingxin, a 26 year old ordinary youth, never imagined that he would become an interview with New York Times, Hongkong Ming Pao and Catalonia TV in Spain, because he was the first person to sell mud horse dolls and T-shirts on the Internet.

The grass mud horse is an animal created by Chinese netizens. The Baidu encyclopedia is "serious" explanation: its prototype is the alpaca native to South America.

Later, this image was expressed by netizens in a naughty way to express their dissatisfaction with the censorship system.

Once it was launched, the grass mud horse's image of the beast became popular in the Internet world. The video of the song "Grass Mud Horse" has attracted nearly 1 million 400 thousand visits on the YouTube. A browse volume of Grass Mud Horse cartoons has exceeded 250 thousand. Even the introduction of Grass Mud Horse documents has attracted nearly 200 thousand trips.

In online communities, forums, blogs and all kinds of network communication groups, grass mud horse has sprung up.

Tang Jingxin is a member of this hype.

He used to be an editor of NetEase. His main task is to seize the topic that can arouse netizens' excitement and seize the opportunity to pack up so as to win traffic and influence.

As usual, his hype about grass mud horse contributed millions of clicks to NetEase.

After excitement, Tang Jingxin had some bold ideas: "besides, can we still have some practical value to be excavated?"

This idea eventually led to his first sale of grass mud horse dolls and T-shirts on the Internet.

"With the enthusiasm shown by netizens on the Internet, if there is a grass mud horse T-shirt or doll, will they wear it on their bodies, tie them on their schoolbags, and flaunt themselves in the streets?"

Tang Jingxin glimpse, and after he took out thousands of yuan, he designed a batch of Grass Mud Horse T-shirts and dolls, and put them on Taobao.

As a result, he sold thousands of dollars and earned twenty thousand yuan without any credit.

The victory in the first battle gave Tang Jingxin a lot of confidence. He felt that "the design of T-shirts on the theme of online hot topics" was feasible, because the hot spots of the Internet fit the emotional expression of netizens. Besides the speeches on the Internet, they needed the venting carriers, willing to pay for the products rather than the quality of the products.

The success of the Grass Mud Horse T-shirt has established a route for Tang Jingxin: born from the Internet, and sold to the users of the real world through network sales.

In June 2009, he decided to resign from selling tickets to full-time Taobao sellers. The name of the shop is Mengtoy ("Meng Bu play"). "These products, engraved on Internet 2009" slogans clearly show their positioning.

Tang Jingxin's luck was good. Just after his resignation, he caught up with the two hot spots of the Internet: in late June 2009, the Ministry of industry and Commerce decided to invest in the "Green Dam flower escort" software by the state to preinstall the computer before leaving the factory so as to avoid the harmful effects and harmful effects of bad information on the Internet.

According to media reports, the software was developed by two small companies, and the cost of purchasing was about 40000000 yuan. There was a great uproar between the Internet.

In July 16, 2009, a netizen who was not known by thousands of netizens as "Jia Junpeng" suddenly became popular.

One sentence, "Jia Junpeng, your mother calls you home for dinner," nearly ridicule, in a short span of 5 hours, it attracted more than 200 thousand netizens to click and browse. Many netizens changed their net names to "Jia Junpeng's mother", "Grandpa Jia Junpeng", "Jia Junpeng's two aunts"...

The formation of an exceptionally large "Jia Junpeng family".

The sharp observation and judgement of journalists played a role. After the incident of "Green Dam" and "Jia Junpeng", Tang Jing Xin first designed T-shirt patterns and put them on the Internet for sale.

"Jia Junpeng, your mother told you to go home for dinner." this T-shirt sold more than 400 pieces.

"I can do faster than anyone else, because I have been in NetEase for three years, and the characteristics of news can be pplanted to t-shirt design. The same theme design, I may also be the first in the country.

This speed can not be achieved by large companies.

Tang Jing said, "the most exaggerated time can be sold 127 T-shirts a day, sales of more than 7000 yuan, delivery need to temporarily add hand, busy to soft, but very excited, very excited."

Soon, Tang Jingxin found that some friends around the media circle began to open similar shop. He summed up this phenomenon as "crossover and integration", forming the design theme of the Internet.

In fact, the real Internet brand is a simple interpretation of the spirit of fearless, the creativity and the network culture.

All shortcomings and defects of the Internet brand will be perfected in the continuous upgrading of technology.

There is no doubt that the growth of new brands is tenacious upward.

But happiness did not last long.

Tang Jingxin's total savings were only 50 thousand yuan, and he soon felt embarrassed by the awkward funding.

While promoting the "Jia Junpeng" T-shirt, it costs only 4000 yuan to promote the cost, but Tang Jingxin describes it as "fear."

In order to meet the minimum order quantity of 100 parts, promotion is a necessary step.

Difficulties followed.

When choosing the carrier of Internet hot events, Tang Jingxin decided a principle: it must be a popular product, because minority products can not meet the order requirements of cooperative companies.

After investigation, it is found that the short sleeved T-shirt is the most suitable, compared with cups, environmental bags, and so on, netizens are also most willing to buy T-Shirts.

Originally thought that this is an insurance practice, but due to the high consumption of Internet users, the production of short sleeved T-shirts produced more 80%~100%, and this inventory is becoming more and more crowded at the end of summer.

So Tang Jingxin took the strategy of selling the old products with new products, and finally put all the working capital into production.

Followed by burning money to advertise, unfortunately, there is no such thing as grass mud horse and Jia Junpeng.

"My strategy declares failure and ends with a sale."

By the end of September 2009, Tang Jingxin summed up his own achievements: the total income was 120 thousand yuan, the total expenditure was 160 thousand yuan, and the loss was 40 thousand yuan.

Basic declaration can not survive independently.

Tang Jingxin has to go to work again.

However, this does not mean giving up completely, but by continuing to maintain the online store by his younger brother, and investing himself in the net shop with his salary.

However, in the absence of network super hot window period after the window, "sprout play" is also changing their position: make network shopping intelligence station, and sell T - shirts.

"Now, I am a failure case, but if I can continue to do it in two or three years, I will succeed."

Tang Jingxin clearly did not want to give up.