An Kun, Founder Of Mustang School: Publishers Sell Underpants Across Borders

　　 The Internet is a magical place. It not only subverts the pattern of traditional industries, changes the marketing methods of traditional enterprises, but also changes the life trajectory of many people. If the Internet is a magic box, it must be filled with dreams, which have changed the minds of young people.

　　 Just last week, in the eyes of Americans, the largest IPO in history was successfully listed on the New York Stock Exchange, and the listed company is China's Alibaba Who would have thought that 10 years ago, no one would really realize what could be successful now. "There must always be dreams, in case they come true." It has also become the most popular sentence today. Among many entrepreneurs, the entrepreneurial experience of An Kun, the founder of Mustang School, is legendary. From a publisher in the traditional industry, he has become an Internet vertical underwear customization service provider. Entrepreneurship is like finding good topics (projects) when publishing books. When making use of the planning, editing, marketing, distribution and other resources of the whole company to work together to put this project on the market, no matter what the final sales are, the process is very enjoyable and "very fulfilling".

From publisher to underwear customization service provider

To An Kun's surprise, many users of Yema Sect were his readers. Five years ago, An Kun He was the editor in chief of the blockbuster bestseller Don't laugh, I'm a zero score composition in the college entrance examination. In addition to his status as a publisher, An Kun is also a writer, who has written "I am a Brave History of the Republic of China", "Fragmented Republic of China", "Hide", "Avenger" and so on.

From a publisher to a underwear customization service provider, An Kun said frankly that Mustang Sect has finally realized his dream for many years, "to be the most comfortable and men's underwear".

An Kun, born in 1984, came to Beijing 10 years ago to start publishing related work. "About five or six years ago, I realized that the comfort of underpants is a very important issue." An Kun said that underpants, as the most intimate clothing, are accompanied 24 hours a day. "When I go out in summer, underpants will be very damp. If I sit and drive for a long time, I will feel uncomfortable all day." Most men will begin to notice the problem of underpants after their twenties. "In addition to being comfortable, underpants It is also critical and important for men's health. " An Kun said, "All men understand."

A few years ago, An Kun began to pay attention to men's underwear, "just to buy a really comfortable one". But he has never been able to achieve his wish. An Kun said that the comfort of the fabrics used by most underpants is limited, and a few underpants can be worn fashionable once or twice at first, but the comfort will disappear after several times of washing. There are also many problems in details, such as "the width of the belt is too wide, the U-bag design is not reasonable, and the hem of the pants is curled". Almost all men's underpants are still at the stage of "fig cloth". "I thought at that time, if I had the opportunity, I would make the most comfortable men's underpants in the world." An Kun said.

At the end of 2013, An Kun found an old colleague many years ago, Yang Wa, the former brand manager of mill books, and they hit it off. "My wife does everything for my underwear. She can only buy and wear what she wants. She dare not say much even if she is uncomfortable." Yangwa smiled, "otherwise she would say, no matter what, she will buy it herself later!" For most men, buying underwear is one of the most troublesome things, so the other half will do it for them. "Men and women are different. It is not reliable for women to buy men's underwear according to their own wearing experience and perception." Yangwa said, "And underwear needs to be bought frequently. Sometimes if my wife forgets to buy it, she will have no new underwear to wear."

After a period of research, the two found that almost all of their friends had such problems. "We decided to resign to create the Mustang Sect, redefine men's underwear, and be the most knowledgeable men's underwear," Yangwa said.

In addition to Internet thinking, there is also "publishing thinking"

After visiting the market and buying back hundreds of underwear samples, and consulting many industry experts and textile experts, we finally chose two innovative technology fabrics after six months of testing based on the standard of "comfort, health, natural and green". After learning from the order on schedule model, Yema sent a micro innovation.

"In order to ensure that everyone can wear comfortably all year round, Yema Pai proposed the concept of 'underwear should also be divided into seasons', selecting the most suitable underwear products for users to wear in the season according to the season. And according to the most healthy underwear wearing cycle, it will regularly deliver free express to users." An Kun said, "It not only makes everyone wear comfortable and healthy, but also makes everyone stop worrying about buying underwear and enjoy intimate and comfortable services."

In addition to Internet thinking, Mustang School also has "publishing thinking". An Kun believes that "the thinking of the traditional publishing industry is similar to that of the Internet". An Kun points out that "the most important thing about books is the content, which is actually the user experience. If a reader buys the book you wrote, he will not buy it next time you publish it. However, most of the current books are created with the participation of readers. For example, in online serials, the author will also revise and improve them according to the opinions of readers. At the same time, books are the model of "production on demand", which is produced according to market demand. In recent years, more sales channels of books have become network platforms.

"Yema faction pays the most attention to 'content' - quality, and will invite more users to participate in the next new product development." An Kun said.

The target is to exceed 10 million yuan in annual sales within two years

At present, Mustang has established an official website and WeChat platform. Since its launch nearly two months ago, its sales have increased day by day.

"The highest daily sales volume has reached nearly 10000 yuan," said An Kun. "Through word of mouth, more and more users have become fond of Mustang Pie. Users who previously bought experience clothes now come to order year-round services; many users who bought spring and summer clothes in summer now come to buy autumn and winter clothes, and many users buy Mustang to send to their father and friends..."

As for the future plan, An Kun said that he would expand the channel platform in 2015, "increase Tmall and JD stores, and expand enterprise group buying". For development, An Kun has set the goal of "annual sales exceeding 10 million yuan" two years later.

"As a necessity of life, underwear has a high repeat purchase rate, and it will not expire at any time. Therefore, this is a very large market. Choosing a large market and making valuable products is the basic condition for success," said An Kun.

An Kun finally said: "Making underpants is as valuable and meaningful as doing books. I am honored that Mustang Sect is working hard to change the concept of underpants of Chinese people, so that everyone can wear more comfortable, healthy, and buy more conveniently and thoughtfully."