Wei Cotton Net Lin Wei: Selling Socks Is Like Fruit Candy.

vinylon and cotton blend

CEO Lin Wei

Once he was.

He is now rated "

He is CEO Lin Wei of the cotton web. Xu Xiaoping, the angel investor, sees the first reaction of WPM: "Whoa, how do you sell socks like fruit candy?"

When reporters saw Lin Wei that day, his company just moved from a two bedroom house to Fuli Gemini.

"We finally became a regular army," Lin Wei could hardly conceal his excitement.

All of this seems to be coming too fast. Lin Wei's Web has just been online for less than half a year, but the average daily sales volume of the B2C website, which sells mainly socks, has nearly 1000 pairs. And the goal he set for the team was only three pairs of 100 daily average.

"The pace of development was indeed unexpected.

I remember one day in early January, a colleague told me, Lin Wei, we broke 1000 tickets yesterday.

Why don't you send micro-blog publicity and publicity? I looked at him calmly and looked at him: "how big is it?"

Recalling the scene at that time, Lin Wei's smile was gleam with pride.

If I can't do it, who can

Lin Wei's taste is excellent. LAN Gang online CEO Wang Feng once rated him as "the most intelligent person in the Internet world."

He used to be an executive of Jinshan, who could imagine that he was also wearing five yuan of stockings and socks?

And when I left Jinshan for three years, I discovered that foreigners have a better understanding of taste. They enjoy the comforts of high quality clothing.

By chance, Lin Wei came into contact with the famous "socks toe brand" Gold Toe, "this dress just knows the difference, from then on, I can no longer get rid of it."

But Lin Wei did not find any business opportunities at that time. After returning to China, he came to the aurora interaction and started his old game.

In the past few years, the domestic e-commerce industry is booming. There are many small vertical websites besides several large department stores. This seems to be a saturated market.

But Lin Wei dimly felt that there was another opportunity. "I like the style of everyone, but after buying several times, I found a problem. Under such a fascinating story, the quality of the product is not good enough.

I always feel that e-commerce in China has gone into a misunderstanding. They have repeatedly reduced the price and cost, and the quality has been roughly abandoned.

Consumers seek low prices, but that does not mean they are willing to give up quality.

Lin Wei suddenly had the impulse to start an undertaking. "It is these websites that have too many flaws. I feel that there is a chance to take advantage of them. If their products are perfect, I may still be in the game industry now."

But what is he doing? Lin Wei hesitated. He considered many kinds of jeans, underwear, and socks.

After months of thinking, plus his friend Wang Feng's advice, he finally put the cut on his socks.

　　“第一，它是快速消耗品，覆蓋人群廣，并且是剛性需求，你能想象到外國一些知名廠商一年的銷售額都好幾億歐元嗎?第二，襪子是個難登大雅之堂的東西，這反而增強了它的市場張力，如果能把一個毫無話題的東西做成話題，會有巨大的市場反饋;第三，中檔襪子行業幾乎一片空白，我們要不是去超市買便宜貨，要不就去商場買諸如CK這樣幾百塊的襪子，其他沒得選;第四，襪子完全符合高毛利、高客單價、高重復購買率、高容錯率、低替換成本的網購特點，而且它標準性很強，這使得運輸、設計、生產、銷售成本都相對低;當然最關鍵的是，至今還沒有一個巨頭盯上襪子，我們可以迅速地獲得市場空間。”

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After making the decision, Lin Wei began his market research without stopping.

He was shocked when he shifted to a large number of socks producing provinces in Shanghai, Jiangsu and Zhejiang and Guangdong.

"This industry is more suitable for e-commerce than I think.

It has no brand monopoly at all. The top ten socks brands are not the industry's impossible to know.

What surprised me most is that their understanding of marketing is far behind. "

On one occasion, Lin Wei saw the packaging of a pair of socks on "China's space industry partners". He wondered if there was any connection between socks and space. Later, he discovered that the brand of this product was called the "atomic bomb".

"Things are very good, but unfortunately they not only do not understand marketing, but even lack the minimum brand concept.

There are such reliable suppliers, and they have no ability to bypass me directly facing the market, I was very excited at this time, who will it be? "

Back in Beijing, Lin Wei gave his research results to Wang Feng for the first time.

"At that time, I was stupid, and no one did such a good market." Wang Feng and Lin Wei worked together in Jinshan for many years, and knew the root of Lin Wei. "I hardly thought about it, because I saw him treat a matter so seriously for the first time."

Therefore, the first angel investment was implemented, and the Wei cotton network started to start.

Cotton story

The first thing Lin Wei thought of was how to redefine socks.

It should not be an appendage, nor is it a "dirty thing". It needs to have its own cultural attachment.

This seems not to be easy, because it is almost impossible to maintain a unique style in today's material maximization.

"It's hard for you to tell the difference between Zara and H&M style. This is the prevailing situation today.

People seem to believe more. I may want to wear Lee jeans today, but tomorrow I will become Levi 's.

Some people often ask me what is the difference from other websites. I don't think there is much difference at the moment. We only want to make a valuable supplement to the business format.

He highly praised everyone's understanding of clothing, and even on the website of Wei cotton, we would see many shadows of customers.

But Lin Wei thinks this is not plagiarism. "Even if there are no customers, I will define cotton in this way. I hope that in every consumer's mind, there is a" Wei cotton story "of his own.

"E-commerce will sell some things, such as diamonds, which represent love. But through the icy network, this meaning seems to be much weaker.

My ideal cotton is different. The boy buys a few close fitting clothes for his girlfriend. It's romantic, while my daughter buys some pairs of thick socks for her mother and is very intimate.

The products of cotton are very simple, but the meaning is not very simple.

Instead of choosing a large area of advertising, he passed the story through micro-blog.

"I believe in word-of-mouth. This is not simply a matter of cost.

Because it is useless to say that your socks are more expensive than supermarkets.

So you have to experience it before you know the special feeling of cotton, and you will love it.

Lin Wei's pursuit of quality and even some "cleanliness" seems to be incompatible with the current Internet environment, even if all guests can not escape the custom.

But he still insisted that "people will always return, the most essential thing of the Internet is still service, and cotton is doing this kind of thing."

Therefore, I do not think there is any discrepancy between my ideas and the quality of enterprises.

Therefore, the current achievements make Lin Wei very pleased.

"I am most glad to see all those moving or interesting" cotton stories "on micro-blog. It seems that many people have more expectations for socks.

He still remembered the first reaction of his second investor, Xu Xiaoping, when he saw the "Wei cotton net". "Wow, how can socks sell like fruit candy?"