The Founder Of The Mustang Faction, An Kun: Publishers Sell Underwear Across The Border.

The Internet is a magical place. It subverts not only the traditional industry structure, but also the marketing methods of traditional enterprises, which has changed the trajectory of many people's lives.

If the Internet is a magic box, it must be a dream, that is, these dreams have changed young people's ideas.

Just last week, in the eyes of Americans, the biggest IPO in history was successfully listed on the NYSE, and the listed company is China.

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Who would have thought that 10 years ago, no one can succeed in the matter can be achieved now.

"Dream is always there, if it is realized."

It has become the most popular phrase nowadays.

Among the many entrepreneurs, the entrepreneurial experience of the founder of the wild horse, an Kun, is legendary, pforming from a traditional industry publisher into an Internet vertical panties ordering service provider.

Starting a business is like publishing books, finding good topics (projects), making use of the company's planning, editing, marketing, distribution and other resources to work together to put the project out in the market. No matter what the final sale is, the journey is very enjoyable and "a sense of achievement."

From publisher to underpants service provider

What happened to Ann Kun was that many of the users of the Mustang were his readers.

5 years ago,

Editor in chief of the blockbuster super bestseller "don't laugh, I am the zero composition of the college entrance examination".

In addition to the publisher's identity, Ann Kun is also a writer who wrote "I am a brave Republic", "a broken dog Republic", "hide and seek", "Avenger" and so on.

From the publisher's pition to the underpants ordering service provider, an Kun admitted that the wild horse school finally realized his dream for many years, "making the most comfortable and most understanding of men's underwear".

Born in 1984, Ann Kun came to Beijing 10 years ago and began publishing related work.

"About five or six years ago, I realized that the comfort of underwear is a very important issue."

An Kun said that underwear is the most intimate personal clothing, accompanied by 24 hours.

If you sit and drive, you will be sick all day. "

Most men will start noticing the problem of underwear after they are in their twenties.

"Besides having to dress comfortably,

It is also very important and important for men's health.

Ann Kun said, "all men know."

A few years ago, Ann Kun noticed the men's underwear, "only to buy a truly comfortable".

But he has never been able to do so.

An un Kun said that most of the underwear's comfort was limited, and a few of the underwear were dressed in fashion for the first two times, but after several times of washing, the comfort level was gone.

And there are many problems in detail, such as the width of the belt is too wide, the design of the U bag is not reasonable, and the edge of the trousers is curled.

Almost all men's underwear is still in the "fig leaf" stage, "I thought at the time, if there is a chance, we must make the most comfortable men's underwear in the world."

Ann Kun said.

At the end of 2013, Ann Kun found his old colleague, who was the brand manager of the original grinding iron book, and the two people hit it off.

"My underwear is all handled by my wife. I can only buy anything to wear, even if I feel uncomfortable, I dare not say anything."

Yang Wa laughs. "Otherwise, she will say, no matter what, buy it later!" for most men, buying underwear is one of the most troublesome things, so it's all done by the other half.

"And men and women are different. Women are not very reliable in buying underwear for men according to their wearing experience and impressions."

She said, "and underwear needs to be bought regularly. Sometimes my daughter-in-law doesn't wear new underwear if she forgot to buy it."

After a period of research, the two people found that almost all of their friends had such problems. "We decided to quit and create a wild horse school, redefine men's underwear, and do the most understanding of men's underwear."

Said the sheep.

In addition to Internet thinking, there is "publishing thinking" in it.

After visiting hundreds of underwear samples in the market, I consulted a number of industry experts and textile experts. With "comfortable, healthy, natural and green" as the standard, after two months of testing, I finally chose the innovative technology fabrics.

After referring to the regular subscription mode, the Mustang faction made micro innovation.

"To ensure that people can dress comfortably all year round, the mustang school has put forward the concept of" underwear should be divided into seasons ". According to the season, we choose the most suitable underwear for the season.

And according to the most healthy underwear wear cycle, regular free courier for users.

An Kun introduced, "not only let everyone wear comfortable and healthy, but also let everyone no longer worry about buying underwear, enjoy intimate, comfortable service."

Besides the Internet thinking, the Mustang group also has "publishing thinking" in it.

An Kun believes that "the traditional publishing industry's thinking is actually different from the Internet thinking", an Kun pointed out. "The most important thing in books is content, in fact, it is also a user experience."

If the reader buys the book you write, it doesn't feel good. Next time you publish the book, he will not buy it again.

Most of the books are created by readers.

For example, online serial, the author will also according to the reader's opinions to improve and perfect.

At the same time, books are a model of "on-demand production" and are produced according to market demand.

In recent years, more sales channels have become a network platform.

"The wild horse school pays much attention to" content "- quality, and will invite more users to participate in the next development of new products.

Ann Kun said.

Within two years, annual sales exceeded 10 million.

The wild horse faction has established the official website and the WeChat platform at present.

"The highest daily sales volume has reached nearly 10000 yuan," An Kun said. "Through word of mouth, more and more users like the wild horse pie.

Customers who have bought experiential clothing before are now ordering year-round services; many users who bought spring summer wear in summer are now buying autumn winter clothes, and many users buy wild horses to send their fathers and friends... "

For the future plan, an Kun said it will expand the channel platform in 2015, "increase Tmall, Jingdong stores, expand enterprise group buying".

For development, the goal of an UN is to break through 10 million in annual sales.

"Underwear is a necessity of life, and the rate of repeat purchase is relatively high, no matter when it is, it will not expire.

So, this is a very big market. Choosing the big market and making valuable products is the basic condition for success. "

Ann Kun said.

At last, Ann Kun said, "doing underwear is as valuable and meaningful as making a book."

It is my great honor that the Mustang pie is trying to make people feel more comfortable and healthy, and buy more convenient and intimate work for changing the underwear concept of Chinese people.