Underwear Maniac Shi Lei: If You Can't Do Well, You Will Be Killed First.

I want to be a headmaster. I want to tell consumers what underwear is suitable for their underwear.

First person

Some people call Shi Lei " Underwear Shi Lei is likened to "a madman". industry Mad dog.

At 16, he came to Shenzhen from Chongqing. Paper products Shi Lei, a factory worker, quickly discovered the use of clothing paper, which was still small but growing rapidly in the subdivision. In 2005, sales of his paper products reached 150 million. At this point, he discovered another industry that is in the stage of rapid growth -- female underwear. After a year of stealing from a lingerie enterprise, he went into the underwear industry and set up Dongguan. Kang's Companion Clothing Co. Ltd.

The company was officially established for less than a year, and its monthly growth rate of its first online brand after entering Taobao mall is still lower than Shi Lei's expectation. But he shouted "Kang's Companion to become the principal of the underwear industry". In his eyes, the mainstream brands of love, Ttiumph, man, and ancient and so on are only the roles of "squad leader", "vice squad leader", "study committee member" and "literary and Art Committee".

No wonder someone laughs at him.

From paper to underwear

Many people are asking me, how well did the paper work well? Why do I suddenly think of going to do my underwear? To be honest, at the very beginning, I have been asking myself this question, and now it is clear at last.

Each industry will experience germination, growth, saturation, and finally fall into recession. I came out to work when I was 16 years old, and I just ran into the fast growth of clothing paper. I thought at that time, as long as this trend is going on, it will increase exponentially. So, for example, people usually ask customers to have the order time, order quantity and time to intercept money. But I am on call, a piece of paper is sent, and the five star service gradually wins the trust of the customer, and the more he grows bigger and bigger.

But by 2006, I felt that the paper industry began to decline. At that time, I observed almost all the clothing companies that worked with me, and found that although the domestic underwear industry has been developing for 30 years, it is still between the germination period and the growth period, and the annual growth rate is rising.

This is actually easy to understand. In the first ten years of the underwear industry, most consumers do not understand or value underwear. They buy at most two or three times a year, and they can bear a very low price. In the second ten years, a number of people begin to pay attention to it, and consumer demand also begins to split up. Older people want to be more sexy, and younger ones want to be more lovable. The quantity and price of their purchases also begin to rise. Many businesses will occupy different markets according to these subdivision needs. Now, after third ten years, 80% after 90, this new consumer group has stronger consumption ability, and the scale of this industry is still expanding.

Now, the best underwear enterprises in China, with an annual sales of only one billion to two billion, in another ten years and fifteen years, I believe China will surely have one or two billion underwear enterprises, which is an opportunity for me.

I want to be a headmaster!

I was born out of paper and I didn't know anything about underwear. So at the very beginning, I took my old friend Zhou Bao to join me. He has been in the underwear industry for more than ten years, and worked in Ttiumph, man, and Helon. According to his own words, he "knows nothing but underwear."

In 2005, we first built a small factory in Houjie, Dongguan, began to do some OEM for some foreign brands, and then moved to Humen. There are two purposes for foundry. One is to let factory self-sufficiency first, and the two is to accumulate experience in design, production and quality control, so as to lay the foundation for making brand in the future.

By chance, I met a boss who made a body underwear. He was very much in love with him. He proposed to work for his company. He understood my situation and asked me to help him manage the team.

In the process, I found that the size of Europeans and Asians is very different. First, Europeans are characterized by shoulder width, buttocks and legged legs, and short waist joints. Asian women have short shoulders, narrow legs, and long waist joints. On the chest type, Europeans are mostly small and big, while Asians generally have large chassis and small top.

This leads to a problem. Now some underwear on the market is directly copied from the European version of underwear, not suitable for Chinese women's body structure, so it will lead to "a large movement, underwear shift" or "steel ring compression breast tissue, there are signs of".

Even though many people choose underwear nowadays, they still seem to have a pretty good effect. But I think they should also form a new understanding soon. It is not sexy, cute, and fashionable. It is the best. Health and fit are the best. What I want to do now is this kind of education work, which is also the core connotation of the brand that I do.

When I was in the process of combing the industry, I once set a spot for admiring, Ttiumph, man's, ancient and modern, water and flower brands. I think they are more like "squad leader", "vice squad leader", "learning commissary" and "literature and Art Committee". Some of them have good performances, some of them have fast response, and some have many designs.

But I want to be a headmaster. I want to tell consumers what underwear is suitable for their underwear. If twenty years later, my daughters and granddaughters will be able to wear healthier underwear, or if people remember what Shi Lei did in the process of changing ideas, I would have succeeded.

I made good preparations for the loss.

Of course, the job of education market is very risky. If we fail to do well, we will be killed first. So I must first have products that I can get.

I asked the design team to design three main products of health concept. Compared with the previous products, they kept the same price, but removed most of the lace and pendants, and used the magic cups of silk and bamboo fibers instead of the traditional sponge magic cups to replace the traditional steel sponges. The volume of the first batch of products is only 10% of the total volume. If the market responds well and then increases by 10%, slowly replace the original product.

If this first step is successful, the next step is the market layout: in addition to the brand of the first main channel, second high-end brands will be launched. The whole layout takes two years, then six years of development, eight years of upward steps and ten years of great leap forward.

Far from saying that, in the past two years, I have made full preparations for the loss. Especially in the first year, I spent 30 million yuan in investment, and I did not earn a penny, and I continued to invest 30 million in second years. My family said that I didn't know that heaven and earth were thick. It was purely burning money, but I decided that it would be meaningful and would be realized. Even if I could not achieve it personally, it could at least affect some people and let them finish with me.

third eye

Insiders comment on Kang's Companion:

Shi Lei, the second entrepreneur, has a very clear and definite plan for the future development of the enterprise, but at the same time he can see that he is a very strong chairman. The concept of "health" advocated by him is a very risky attempt for the present underwear market. If we can not accurately predict the pressure on the stock and capital chain resulting from it, it is likely to cause a big fluctuation for the development of enterprises.

For such Underwear Companies from design to production to vertical integration, at the beginning of growth, it is most important to maintain good relationship with suppliers and distributors to ensure a good credit record, so that we can create favorable external environment for the development of new products and marketing.