Ys: Focus On The Pain Of Women'S Consumption, "Save" Others To Achieve Themselves.

Everything starts with two women who always can't buy the comfort and sex appeal they want.

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Ys e focuses on modern small bust women, producing only A and B cups, with underwear between 80 and 95.

Through the Internet platform, Ys E has made French women and even women around the world understand it very quickly in a very short time.

They cut through the online shop, expand rapidly, and then make a strong experience through offline stores.

Ys e, a French slave specializing in bra.

At the beginning, it did not take the unusual road. It took "save" small chest MM as its duty, helped her people, and also made herself.

The brand was founded in 2012 by two female graduates from Paris HEC business school, ClaraBlocman and B e Reng reLehembre, 85.

At the beginning of his creation, Ys was awarded the 64 thousand euro care fund and 200 thousand euro angel investment.

In the context of the third largest electricity supplier market in Europe, France, the comprehensive electricity supplier is becoming more and more mature, as the vertical electricity supplier Ys AI's rise has a strong demonstration significance.

Focus on the pain of women's consumption, "save" others to achieve themselves.

The underwear industry is very competitive, with many brands of size and Ys.

The two founders, ClaraBlocman and B e Reng reLehembre, graduated from Paris HEC business school at the same time. It started with two women who could not always buy the comforts and sexy underwear they wanted. "When we are about to graduate, we can imagine a kind of underwear that is built for women with small breasts and full of femininity."

The media also revealed that the explanation of the two founders is that French women are proud of their small breasts, which may be the psychological basis for the new market segmentation.

Ys e, in Greek, means "looks beautiful."

The founder of B Reng Reng re talked about the source of the brand name in the interview: "in fact, the earliest records of women's underwear came from ancient Greece.

Because the concept of Androgyny prevailed at that time, the materials used in the earliest underwear were to make the bra look as small as possible.

As a member of the small bust group, Clara and I are delighted that the first woman's underwear was made for our group.

We want to honor this story through the name of Ys, which is also the name of our feminist values.

Ys e stepped on the trend of women's awakening.

Ys e focuses on modern small bust women, producing only A and B cups, with underwear between 80 and 95.

Underwear without filler is the principle of Ys E. insisting on the charm and elegance of women in the most natural way, instead of using filler to distort the original form of Ys.

This is also a new perspective to interpret women: a modern woman must learn to treasure and respect her body, regardless of form and size.

"It is a philosophy, a natural temperament of women, a temptation that emphasizes the internal rather than the body, which is the interpretation of its essence."

Some media commented.

In France, what brand is used to a certain extent reflects a person's way of life and attitude, and Ys e embodies the strong modern feminism.

"All brands around us, all advertisements, like to show women's full breasts," said B e Reng re.

All this is based on men's perspective, not on how women perceive themselves.

For me, I can't relate the big chest to the modern female image. I don't think there is any necessary connection between them.

I have discussed this topic with Clara many times, and what we want to do is to fill the vacancy in the market.

For women, poetry and distance are indispensable in life.

The awakening of women has been integrated into the fashion consumption trend.

"L" ombredesjeunesfillesenfleurs, Chinese is "under the shadow of a girl".

This is the second part of the novel "reminiscence of love" written by Marcel Proust, a French writer.

But you never expected that Ys would use such an extremely poetic name in their underwear series.

In addition to "reminiscing about the past," Ys also named Gerard de Naval's "Uneall ye eduLuxembourg Luxembourg Gardens trail", Duras's L "Amant" lover and so on.

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Unlike most Chinese people, the concept of lingerie is totally different. Ys's idea is to regard underwear as a fashion accessory, which can greatly increase the overall shape, not just the underwear worn inside.

Ys's underwear has been integrated into lace, gauze, lace and other elements. It highlights the femininity and fashion sense.

All products are made of high quality fabrics supplied by European exclusive suppliers.

"Before we founded Ys, we regret that underwear is excluded from the fashionable field.

Therefore, when we design products, we will incorporate fashion elements and trend trends into our inspiration so that underwear can become a real fashion accessory.

The founder said.

Ys has 14 core series, which consumers can match according to their different moods.

There are sexy black, full of little girls' pink, and romantic indigo, etc. in short, Ys hope to wear underwear can bring more pleasure to women.

At present, the core series has become the symbol of Ys.

Although this series of products is relatively mature, Ys's designers will attract consumers according to the trend of the season, adding different colors and prints on the foundation.

Online shop cut quickly and bigger, line shop to make strong experience

Ys e started online shop.

Why do we first choose to open an online store instead of a physical store?

As the third largest electricity supplier market in Europe, more and more consumers are accustomed to shopping online.

According to EcommerceNews, 68% of the 65 million 100 thousand people in France now have Internet users.

In 2015, the total electricity business in France reached 64 billion 900 million euros, and it was expected to reach 70 billion euros in 2016.

This shows that France has great potential in online retailing.

And B e Reng re explains this way: "through the Internet platform, we can quickly understand French women and even women all over the world in a very short time.

Of course, considering the cost, the cost of online shops is much lower than that of physical stores. "

On the Internet store, Ys is a great focus on experience.

Ys e made a visual effect of window display on the web page and packaged websites with various beautiful pictures.

Similarly, customer service online provides customers with suggestions for size and answers to questions. The purpose is to provide consumers with online shopping and similar shopping experience in physical stores.

In addition, Ys has also adopted the "ambassador" plan to take viral marketing in social media. The website has set up a special area for this purpose. Ordinary consumers can apply for the "ambassadorial" position through the webpage, so long as you submit your personal data for the promotion of social media, your reward is a few concessions and discounts.

More importantly, men are not excluded from the website, but there is a unique plate - me 'sroom.

"We understand very well how embarrassing it is for a man to walk into a women's underwear store," explains B e Reng re.

They wanted to choose a lingerie for their girlfriend, but he didn't know where to start and didn't want to ask the waiter for help. "

However, this embarrassment can be avoided on the Internet.

For this reason, Ys E has created a special area for male buyers to provide guidance to the male buyers. The content of the plate is concise and interactive, which brings new shopping experience to male customers.

At the same time, Ys also attached great importance to offline stores.

In 2015, ys ye, founded three years ago, won the A round of nearly 5 million euro financing.

This part of the funds are mainly used for offline stores.

In November 2015, the first line store in Paris District eleven was officially operated.

The two people plan to open independent boutiques in France in 2016 and distribute them to shopping malls and international markets. The international market will start with Asia.

It is believed that this French electricity supplier will not miss China, the largest market in Asia. Maybe Ys is not only worthy of attention by its little sister, but also worthy of research by Chinese vertical e-commerce operators.