Two Men's Ladies Underwear B2C (1)

Dacheng International, Beijing East Fourth Ring Road, la miu (La Miu) China headquarters.

There is a cluttered atmosphere in this compound space: lady. Underpants The bra and swimsuit can be seen everywhere. With only a little luck, 35 big men can be seen with a woman's bra, which is Dong Lu, the founder of LAN Mu and his core team.

Are they sick or sissy?

The dream of bazaar, the founder of Guangzhou, who paused on a road in Vitoria, paused for a moment, and said with disapproval, "don't you know that most of the designers are men?" moreover, the Leslie VS, the head of the Victoria`s Secret, is also a man.

People often admire Dong Lu's access to underwear show, and it's hard to understand why he can sit back and relax. "What I am more concerned about is the products they display."

B2C boom: underwear is crazy

Dong Lu and she are two of the founders of the B2C website, which is mainly made up of women's underwear. Both Dong Lu, founder of She Xincheng and founder of dream bazaar, believe that a large company with a sales volume of over 10 billion can be generated on this basis.

"I believe there is still room for development of vertical B2C in clothing department stores, whether it is shirts or underwear." As a forerunner, Mcglaughlin President Gu Beichun said.

It has also proved that lady underwear B2C is very lively in the past two years, and bazaar and lamb are only two of participants. In 2008 alone, there were Beijing's gatta and VILADY; Tianjin had Waka; Shanghai was an erroneous poem, Ting Ting joined the war circle, and earlier on the B2C underwear channel, there were also underwear.

VC's response also confirms the rationality of "bustling". Recently, dream bazaar received a new round of investment of 20 million dollars in Jinsha River investment. In 2007, it also received nearly 20 million investment in Chong de investment and Qing Ke. The new round of investment was "in the process", and in 2009, it received 5 million dollars in two phase financing. As a senior Monroe, it was said that in 2008, it received 20 million yuan investment.

"Everyone thinks that there will be about 10 listed companies with a market value of US $1 billion in the future in the B2C field," said the VC community. B2C has been regarded as the third upcoming craze after the Internet industry has gone through the upsurge of portals and games. Zhu Xiaohu, a partner in Jinsha River investment, also believes that the dream of bazaar has "some luck". Because dream bazaar is located in Guangzhou, the city unexpectedly "not much VC attention". Although IDG is a minority of VC seeking projects in Guangzhou, dream bazaar is unwilling to accept its investment because it has invested all customers.

But Gu also pointed out: as we rush into the Internet, advertising costs continue to increase, "making these emerging companies have a dilemma in terms of growth or profit." Even if Amazon, the pioneer of B2C, has been working for 8 years to make profits, many B2C enterprises in China have also been struggling for ten years and eight years to achieve small profits.

Lady underwear B2C's dream, bazaar and lamb can walk out of the strange circle?

At the same time, both the dream bazaar and the lamb will face the impact of the traditional underwear brands and even the department stores such as Yintai.

"B2C always pays tuition fees." Dong Lu said that in order to find the most reasonable online promotion method, he probably burned several million yuan. How much of a traditional entrepreneur who earned every penny "how long can he burn?" and how many people who really know B2C are willing to camp in a traditional production base several hours away from Shanghai?

All roads lead to one: Women's close business

At the end of 2007, Dong Lu plans to stop his own shirt B2C business.

"PPG and I are the first two websites to sell shirts on the Internet." But unlike PPG, Dong Lu made a custom shirt, with a minimum of 580 yuan. This model, though making money, is "not scalable". However, Dong Lu, who resigned from GGV, believes that the Internet will definitely have the opportunity. His next focus on the shirt is still on the Internet.

At that time, VS entered Tung Lu's view. The women's underwear brand, which accounted for 20% of the US market share, accounted for 30% of its total revenue in 2009 through directory and online retail sales, of which B2C sales amounted to $1 billion 445 million, accounting for around 15% of its total revenue of 10 billion 750 million US dollars.

Looking back at the domestic market, the more than 3000 underwear enterprises are eating nearly 100 billion yuan in the market, and the market is growing at an annual rate of 30%. According to incomplete statistics, the top ten brands, including love, Ttiumph, and MNI, have accounted for only 10%-20% of the total market share, and this situation has not changed much in the past 10 years. With the intuition of investors, Dong Lu believes that this market situation is most suitable for entry.

In order to confirm his own ideas, Dong Lu once deliberately explored a friend who did VC: what would be the next hot spot in the B2C field after the men's shirt? The other side said without hesitation: Lady's underwear. Compared to other complex women's clothing, "lady's underwear is the most standardized": as long as we know the upper and lower chest circumference, we have identified the most basic element of a bra, only relative to the number of a man's shirt.

A year earlier than Dong Lu, She Xincheng, who has not left Mcglaughlin, is considering using the Internet to start his own business. He and his partner, Miss Li of the Guangdong Academy of fine arts, also sat together to think about what category of B2C should be done. "We have decided on women's underwear, clothing and cosmetics." There is only one criterion for consideration, and the gross margin space is large enough. This is also the most important part of Jinsha River investment when considering B2C Enterprises: gross profit is more than 50%.

However, cutting into the field of underwear B2C is also necessary for the dream bazaar. She Xincheng's partner Li has planned for the more than 10 women underwear and clothing brands in China to provide supply chain resources and brand appeal, and the Shenzhen public security backed by them is the most concentrated production base for women's underwear in China.

In 2008, he first opened his first store in Taobao mall, when the whole team was in a state of anxiety. Dong Lu still remembers the first day's scene: more than 2000 orders came at once. At that time, there were only 10 people who had only three hundred or four hundred orders processing capacity. "We have several people packing goods all night on the desk of the office." At the beginning, the question of "underwear can not be sold online" can be solved easily.

All roads lead to two: doing their own business. brand

Agent or private brand? That's a problem.

Dong Lu wanted to be an agent in the morning. The MBA of Stanford University, through its alumni, met with bosses of American brands such as VS and GAP, and offered to "take these brands to China". The brands he touches, whether VS, GAP and his Banana Public, have only a small amount of sales in China.

But the reaction of the other side made Dong Lu disheartened: these American bigwigs simply said: It sounds interesting, I may fly to China to have a a (sounds very interesting, I may fly to China to see). They are not eager to go eastward. Why should they believe such an obscure little boy even if they want to move eastward?

The way to represent domestic brands is obviously not feasible. "Monroe's business model is to represent many famous brands." One VC said, but the first B2C business of the woman's underwear was "very low in profit" and lagged behind the later dream bazaar and LAN mu.