Branding "Quick" Is The First Word: Another Fan?

"To put it simply, it was developed jointly by two Chinese and a Japanese. Underwear Net sales brand. Hao Jianyao, founder and director of marketing, made brief introductory remarks.

She started in China in 2003, when she was far from what she is today. At that time, Jin Jin Daisuke, who was born in Japan's Tokyo textile family, took over an underwear design room from a friend and named it "lamiu". At that time, lamiu only served as a design for some brands, and provided customized services for some models and entertainers.

In 2005, Dong Lu, a Chinese who lived in Japan for 10 years, became acquainted with Jin Jin Daisuke and became a good friend. At the end of 2007, he introduced the brand of LA MIU to China and placed him in the fashion of "fashion in Tokyo, Japan." In July 2008, he began selling in China.

In the middle of 2009, he got $5 million in financing, and this year's financing is still in progress. Although the specific amount can not be announced yet, he said that it will be more than ten million dollars, which is mainly used for product R & D and channel expansion, and the market share will not be increased too much.

Entering the office at Beijing's headquarters, he feels the fashion sense that is very compatible with his brand image. Decorated with pink, scattered office areas, brightly colourful display panels under the spotlight, and posters of full wall underwear models. You can't find the designers who are involved in the revision of the sketch and the staff who are responsible for the terminal distribution and distribution, and can't see the busy scene of the traditional companies that you come to me because they almost rely on the host computer and the display screen to perform their duties.

Yes, this lingerie company with overseas origin has chosen " Electronic Commerce "As a starting block in China's market.

The word "fast" takes the lead.

"Fast" is the biggest dream for people in the clothing industry. Just from beginning to enter the Chinese market, he focused on the word "fast".

It is understood that the annual sales of underwear market is about 80 billion to 100 billion. In the next few years, it will grow at a rate of 20%. The bra market, which is dominated by bra, is small and large. How to quickly integrate into this huge market and divide into a "cup of soup" is a problem that should be deeply considered by the fast companies including Mr. LAN.

In the clothing industry, the opposite of "fast" is not slow but high. Stock " Traditional underwear companies usually design their products one year or so ahead of schedule, then they are placed in the storeroom for sale, which eventually leads to the production and sale of traditional brands between 2:1 and 3:1. In the long run, the more stock we have, the higher the rate of increase of 6-10 times the price of a lingerie.

In addition, the entry threshold of the underwear industry is relatively high, for example, a bra has to make 16 sizes, while women's garments usually need only four or five sizes. Compared with the production cycle of garments, it also needs to grow 10 Yu Tian. From its design to production, each underwear has only a few thousand pieces of underwear. First try to sell it on the Internet platform, and quickly decide which styles and models need to keep up with the sales volume and increase output through the feedback information from the network. As a result, the time from production to sale is basically around a month, and the fastest time has reached 18 days, so that the "fast" inventory sales rate has averaged 70%, and the best level has reached 90%.

"Our rate of increase is even lower than that of the wholesale clothing of the zoo." Hao Jianyao said with a serious smile, "sometimes when you get promotion, there will be a" cost plus a few dollars ".

But he did not indulge in the "pleasure" of racing cars. They realized that "rapid growth is impossible." After careful market analysis, he will slow down the period from production to sale to 2 months, so that there will be more time to deal with emergencies such as returns and orders.

"Fast" is also reflected in the launch speed of new products. This year, it only reached 50 million of its product input, enough to ensure that there are dozens of new products on the average every week. This also keeps customers fresh and the necessary homework for repeat marketing.

Unlike sales platforms like Dangdang and Taobao, since its entry into China, Mr. LAN has insisted on doing his own original brand and unique design. While ensuring the quality of all products, he is constantly testing his own development mode and path.

Another fan? {page_break}

Fast brand promotion is another killer of LAN.

It seems that overnight, "LA MIU" ads flooded the major portals, social networking sites, and even some download pop-up pages can also see her everywhere. Such high-density advertising coverage has to be reminiscent of another electronic commerce based fashion brand.

"Compared with customers, our market input is still" stingy. " Hao Jianyao smiled vaguely.

The 08 year is the first year of the promotion of lamb. Large scale advertising is not only to enhance the awareness of the brand, but also to test a precise positioning brand promotion model through a wide range of advertising. At the initial stage of market promotion, he tested nearly a thousand media outlets, and about 20000000 of them spent a lot of advertising. But these funds have changed a model of "tailored" advertising to LAN Mei. After this precise positioning of the target audience, the advertising return rate has increased by 1 times compared with the same period last year. Next, he will start the next round of advertising test, with a view to finding new advertising outlets.

Now, she put advertisements on the portal and women's magazines, and invited Japan's first line model Lena Fujii as spokesperson for her brand. Together, the total cost of advertising will exceed 30 million this year.

This relatively accurate positioning of the "stingy" investment in exchange for a higher rate of advertising returns. This year's sales have reached about one trillion and twenty million, 4 times the whole year last year.

In addition, there is a difference between the product mix of LAN Mei and fan. As we all know, there are many types of clothes for customers, such as men's and women's wear, children's wear, even shoes and socks. Although the market's response has been good after he tried to test the water's non underwear products, he said he would hide such clothing sales after selling them out. The focus of product development is on underwear, insisting that the price should be half of the approximate brand, making the "barrier" in the industry.

The net pin is just the beginning.

Using network thinking to do offline sales is the next priority for his development.

Although LAN started in China from e-commerce, 90% of sales were realized through the Internet. However, the senior manager of LAN Mu believes that it is not conducive to its development if a single location is defined as "online merchants". "Store + directory + Internet" Trinity sales mode is the ideal state of LAN Miao.

At present, he has set up his own store in three places of Chaoyang, Beijing, Xidan, Qingdao and BELLE Plaza, providing direct consumer experience and trust support to consumers, and stimulating the target group's repeated consumption with the way of store catalogues. The effect is also obvious. In the blue and white shop of Jun Tai and Yue Yue City, its monthly turnover has been ranked the top two of the underwear goods in the market. Positioning in the high-end shopping mall is the insistence of LAN mu, and then will find suitable stores in Shanghai and southwest China to set up the entity store.

Due to the restriction of large shopping malls in one year, the layout of entity stores is lagging behind. But it seems that the executives of LAN Mu are not eager to "cast a net wide". Instead, they hope to make a mature replicable marketing mode as soon as possible, and then spread it out. This will be closer to the target of network sales and physical sales ratio.

He plans to launch two new brands next year. Of course, this strategic plan is not coming from nowhere. Before that, he set the brand consumer group to be 22 to 28 years old, while the actual consumers constituted 18 to 38 years old. According to the market feedback compass, the upcoming brand names are designed for younger and cheaper fashion designers from 18 to 24 years old, and for 24 to 38 years of age to design a more mature and high-end style. {page_break}

As for the future, the top executives of LAN have designed an underwear kingdom for them. In this country, they have reached the cost inflection point of self built distribution and third party logistics, and their self built logistics channels are covered by the major second tier cities. Based on the reduction of logistics cost, the distribution service also has a new mode. The distributor may bring three types of underwear for customers at once, so that customers can try them on and pick out the most suitable ones.

Although it is only a planned Kingdom, although it has only been two years since he came to China, although the team is just 150 people together, the creed of these dreamers will not make the Kingdom unreachable.