Lin Wei: How To Sell Socks Like Fruit Candy?

Wei cotton net CEO Lin Wei

He used to be Jinshan.

He is CEO Lin Wei, an angel of the web.

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 fashion socks, has nearly 1000 pairs. But the goal he set for the team was only 3 months later, which was stable at 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 propaganda?

I looked at him calmly, and said, "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 wearing 5 yuan of stocking stockings?

"People understand the taste more superficially, so do I.

And when I left Jinshan for 3 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 "golden toe" of the famous socks brand. "This dress just knows the difference. From then on, I can't get rid of it any more."

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 China's e-commerce has gone into a misunderstanding, which has repeatedly reduced prices and costs, and the quality has been brutally 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 to do?

Lin Wei was very hesitant. He considered many kinds of jeans, underwear, and socks, of course.

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

"First, it is a fast consumable, covering a large number of people, and is rigid demand. Can you imagine that some famous foreign manufacturers will have hundreds of millions of euros in sales a year?

Second, socks are a difficult thing to do, which enhances their market tension. If you can make a topic without topic, there will be huge market feedback. Third, the middle class socks industry is almost blank. If we do not go to the supermarket to buy bargains, or go to the mall to buy socks like hundreds of CK, others can not be chosen; fourth, socks are fully in line with the characteristics of online shopping, such as high gross profit, high unit price, high repeat purchase rate, high fault tolerance and low replacement cost, and it has a strong standard, which makes pportation, design, production and sale costs relatively low.

Of course, the most important thing is that so far no giant has stared at socks, and we can quickly gain market space.

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 sock saying "China's space industry partners". He wondered if there was any connection between socks and space.

But 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.

"I was stupid at the time. Nobody in such a good market?"

Wang Feng and Lin Wei worked together in Jinshan for many years, and knew Lin Wei's roots. "I hardly thought about it, because I saw him treat him 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 does not seem easy because in today's material maximization, it is almost impossible to maintain a unique style.

"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 pleased to see the moving or interesting" cotton story "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?"