Women Earn Good Money? People Are Willing To Pay For Sex Appeal.

Businessmen now think that women earn money well, and their commercial motto has spread widely, but it does not mean that a store can make money by selling goods related to women.

At least, he thinks so. You Lin is the chairman of the cat International (Hongkong) Limited by Share Ltd (hereinafter referred to as "cat person"). The main business of "cat man" is fashion underwear, especially female underwear. After more than 10 years of "full-time" Research on women's consumption, the "pure man" seriously said that making money from women is a very challenging thing.

"Women love beauty and are more likely to impulsive consumption, but this does not mean that women earn money well." You should be alert to the "women trap" when you do business. When everyone thinks that women earn money well, there will naturally be more people entering this field. Competition will be fierce and women will be more picky. Whether women can open their wallets voluntarily depends on who can innovate more, and who can better grasp the "excitement" of women's consumption.

"Full-time" Research on female consumption for more than ten years

You have a high degree of recognition. It is easy to recognize the crowd in the conference: dressed in a black casual suit, bald headed and wearing a fashionable black rimmed spectacles. Walking close to you, you can smell a faint perfume of men's perfume.

This fashionable man has always had a special feeling for clothes. When he was in University, he was very interested in fashion design. In 1991, after graduating from college, Lin Lin spent 300 yuan to earn the first pot of gold in Wuhan Hanzheng Street.

The two dealer who sells clothes is not the dream of Lin. He hopes to create his own. brand 。 In 1998, his company, cat man international, was incorporated in Hongkong. The name "cat man" comes from the spiritual role of English fairy tales.

You Lin optimistic about the subdivision of underwear and cut into the market with cheap and good public products. About 4 years after the establishment of the company, his assets quickly accumulated to 10 million yuan.

At that time, the Chinese underwear market was in the era of warm keeping brand competition. The company said it could "automatically generate heat". The company said that the use of "high tech nano velvet" and homogenization competition intensified the price war and promotional war among enterprises, and the market competition became hot.

How can a newly established company be trampled to death in a brand melee? Lin Yu feels that if he follows the crowd again and runs behind others, he will only be able to fight in the Red Sea, and only if he takes a different route, can he break out of a blue sea.

How to differentiate? Lin Lin looks at "sexy".

"When people are trying to keep warm, I tell them sexy." You see, after entering the 2000, the Chinese have been very particular about their clothes, the colors of their coats are colorful, but their underwear is dominated by gray and white.

Since then, Lin has spent a lot of time and energy studying women's consumption.

People are willing to pay for sex appeal.

What is sexy? Different people have different understandings. But I think sexuality is the most natural need for people to live. " Lin said, some people think that a certain look is sexy, whose body is very sexy, but in fact, sexy may also be thought, some state and attitude towards life. For example, a certain idea can be very sexy, and the attitude to focus on doing something can also be very sexy.

Because of cultural differences, Chinese are not as direct as Westerners in expressing feelings, but this does not mean that Chinese people do not want to live in a better life. You think, "cat man" is to let the Chinese people hide the sexy inside.

You know, as China's per capita income continues to grow and its ties with the world become more and more close, consumers will be more and more interested in fashion, and more and more Chinese people will be willing to pay for sex.

He also made a professional survey: in large and medium-sized cities, 10% of people are willing to pay for high-quality underwear. How to calculate high quality underwear? Besides comfort, it's sexy.

For Lin, for women, Underwear It is not just a dress, it can also express people's thoughts, emotions and attitudes towards life. Many times, when choosing clothing, women are very concerned about what brand of underwear they wear, in order to match their temperament and mood. Different collocations show women's different attitudes towards life, different underwear, and different expressions of themselves.

The "cat man" has pushed the business back and started designing colorful underwear of red, black, pink, white and purple from scratch and brand new fashion underwear brand in China.

In order to promote new products, in August 2001, "cat man" invited international film star Hsu Chi as the image spokesman. When Hsu Chi appeared in all the big TV stations wearing cat underwear, everyone knew that Hsu Chi was just as sexy as there was a underwear brand called "cat man".

However, few people know that "cat man" can successfully sign Hsu Chi, and Lin Lin took a lot of trouble. At that time, the "cat man" account was only 470 thousand yuan in cash, and Hsu Chi asked for 3 million Hong Kong dollars. Lin put forward a bold idea: money is not enough, can it be paid in installments? He tried to talk to Hsu Chi's agent. "Finally, brokers and Hsu Chi were impressed by our entrepreneurial dreams and sincerity, and agreed to the installment plan."

With its unique positioning and brand promotion, "cat man" fashion underwear has become popular. From 2001 to 2003, "cat man" created a 800% sales growth rate, and by 2004, sales revenue had exceeded 100 million yuan. In the same year, the story of "cat man" became a case of Peking University MBA course "winning differentiated marketing".

Good products must constantly deny themselves.

If more than 10 years ago, people's brand awareness still stayed in the "star + advertising", then consumers now value high quality products and comfort experience.

You know, Chinese women are very picky. They don't just pay attention to Hsu Chi's endorsement ads, but also look at the value of products that are not worth buying.

To satisfy the customers, we must touch them and make them happy. Underwear is the closest clothing to the skin. It must be comfortable to wear. To make them feel comfortable, first of all, we need to choose comfortable raw materials. For example, cotton, to buy raw materials in Xinjiang or the United States, because Xinjiang has a long sunshine time, rich in calories, white cotton production, high quality, comfortable and comfortable; and the United States cotton elasticity is good, and very environmentally friendly. For example, processing machinery is imported from Germany, and sewing equipment is imported from Japan.

To get a consumer's approval, an underwear should not only work hard in raw materials and processing. Lin said half jokingly, "don't look at a small underwear. The requirement for design and production may be the highest among the world's clothing categories, because customers are the most critical.

"Women's breasts are different in form, and people are most sensitive to the comfort of their most intimate clothes. Loosening, tightening, longer and shorter may make people uncomfortable." Lin said, once consumers feel uncomfortable, it will be a fatal blow for underwear enterprises. "In many parts, the workmanship must be accurate to 1 millimeters, 1 millimeters tight, barely visible to the naked eye, but wearing on the body will feel."

Although underwear is industrial production, but Lin Lin feels that behind the scale of production, there are many delicate things to do. "A good product, aiming at the consumer's" pain point ", will have many times of self denial and continuous modification process.

For women's underwear, a big "pain spot" for consumers is the steel ring. Traditional underwear will use steel rings for fixing and creating sexy effects, but in fact, steel rings will make women uncomfortable and may also affect their health. Is it possible to use steel rings without lifting them?

"Cat man" team continues to carry out technical research and development, testing the tensile strength and tensile strength of different materials and the tightness of the shoulder strap. After thousands of debugging, it finally designs underwear without the steel ring and shaping effect.

After studying the female consumer psychology for a long time, she thinks that if you want to please women consumers, you have to take care of yourself first.

For example, another "pain spot" of female underwear is breathability. Close fitting clothing, if breathability is bad, can make a person very uncomfortable. And air permeability is directly related to the material of cloth.

The cloth of a garment can be divided into three parts: the outer layer is the fabric, the inner layer is lining cloth, and the middle layer is interlining. There are many kinds of LiNbO, the most famous one is the Japanese bulbrib, which is made from cottonseed cashmere as raw material and processed by special technology. Its uniqueness lies in its strong moisture absorption ability, which can quickly absorb the heat and moisture to the air. Bingbuli, though excellent in performance but expensive, is 5-10 times the price of a general cloth, and only a large brand of clothing will be selected. "Cat man" has been researched and developed, and has successfully manufactured bingrib cloth into underwear. It has effectively relieved the trouble of skin sticky after sweating.

Good products have no end. In the era of "Internet +", you think the clothing industry will also usher in new opportunities, such as wearable smart underwear is worth looking forward to.

Underwear is more expensive than house?

Lin Lin, a graduate of Wuhan University's business school MBA, knows that future consumers will only pay for real good products and will only pay for influential brands. That is to say, attracting consumers is not only a factor of "cheap price".

"Cat man" has launched a price tag of 1999 yuan underwear, the domestic underwear has never had skyrocketing price caused the industry turmoil. Some people do not understand, how much cloth can be used for a piece of underwear? Even with the best cloth, it is impossible to sell 1999 yuan, even the real estate bigwigs Ren Zhiqiang throws up the theory of "brassiere and profiteering": Bra It's better to be a little bigger, hundreds of dollars. It's much more expensive than the house in terms of square area. "

In this regard, Yu Lin retorts that a piece of underwear that solves the "pain point" of consumers, a valuable brand underwear, may be more expensive than a building, but expensive and expensive if it is calculated on square area. Underwear is small, but carries the spirit, soul and thinking of a brand, so that consumers can feel the value of their products from the inside. "A product that is carefully polished can not be measured by the value of square area."

However, he also understands that there is still a big gap between China and Western countries in the fashion industry. In the global apparel market competition, foreign brands have obvious advantages. For example, the American underwear brand "Vitoria secret", 2014 annual sales revenue as high as 7 billion 207 million US dollars, the profit exceeds 1 billion US dollars -- this data makes Chinese underwear enterprises unable to catch up. Most Chinese underwear enterprises including "cat people", the annual sales revenue is below 4 billion yuan.

"Fashion trend, learning example must be Europe and the United States." You see, in fashion clothes, China is still in its infancy, and it has a long way to go, whether it's brand building, business model building, or fashion index release, designers' confidence and people's attitude towards fashion. Although in recent years there have also been domestic brands such as "exceptions" in China, there is still a big gap in design, creativity, innovation and other fields compared with those in Europe and the United States.

"Sometimes, when we see other people's brands come out, it's just a sharp tip on the tip of the sea, but under the sharp corner there is a deep-sea foundation of 5000 meters, which is a set of untold efforts and skills, routines and wisdom, which is a heavy strength."

You Lin said that it takes time for you to do well in a brand that is influential and moving to the heart of consumers.