The Mysterious Means Of Marketing Is Hidden.

At the beginning of 2016, a monkey underwear with monkey theme was sold in Taobao, and the new lingerie brand attracted a group of fans with a strong style through the aftermath of the return of the great sage and the elements of Dongfeng, Ben Ming, and China red.

For Wang Yanning, co-founder of the mysterious male product, the result is a pleasant surprise.

As a matter of fact, the time point for this underpants was earlier than the return of the great sage, but the product went through a long time, which made him see the potential of the original design in Taobao.

The reason why Wang Yanning chose Taobao as a platform for entrepreneurship is that what he sees here is the huge user community. "Doing personalized design will start with a relatively small number of people. If you can't shop online for a long time, on line, Taobao is an excellent channel to gather consumers. It can make them grow stronger and nurture customers."

In March 2016, after attending a conference on underwear category II, he gradually saw the changes in the market environment of Taobao: the crowd is more subdivided and the ecosystem is more perfect. Taobao is willing to foster a new brand, replacing the previous practice of "25 yuan and 4 packages".

All these changes point to one goal, which is to let users buy products that they like.

In early 2016, a man with the theme of monkey year

In Taobao, the new men's underwear brand has attracted a group of fans with a strong style.

For Wang Yanning, co-founder of the mysterious male product, the result is a pleasant surprise.

In fact, the time for men to choose this underwear is earlier than that of the return of the grand sage, but the product launch took a long time, which made him see the potential of the original design in Taobao.

In every characteristic market, Taobao will make clear its position this year and put forward its own slogan with more detailed activities.

"Once, we talked about what brand of underwear we want to buy, and found many women's underwear brands, but men's underwear only stayed at the level of meeting basic needs, and they could not buy satisfaction."

Wang Yanning told reporters that this led them to have an idea: to design and find factories to make their own brands.

In front of them is a market that is almost blank. There is no mature brand in China, and there is no object to learn. They do not want to simply make some products to meet their needs, but rather establish a brand and regard it as a career.

Thus, from planning to inspection, plus the search for the right factory, the team went through nearly a year's preparatory period.

In October 2015, the mysterious male product began to raise chips in the Jingdong. Relying on past experience, the boys made three episodes of "Jie Bao Xiao Xuan" animation, telling the stories about "little brother". The original animation attracted the first batch of fans with its excellent production and interesting content, and helped to create the initial user feedback. Even fans kept asking the public about when the next episode could be broadcast.

It takes a lot of time and effort and the team can't attend to it for a while, but we also hope to continue to do it. "

The reason why Wang Yanning chose Taobao as a platform for entrepreneurship is that what he sees here is the huge user community. "Doing personalized design will start with a relatively small number of people. If you can't shop online for a long time, on line, Taobao is an excellent channel to gather consumers. It can make them grow stronger and nurture customers."

Now, there are more than 30 products in the Taobao store, and the team hopes to start with men's underwear, do well in terms of quality, style and so on, and then expand SKU slowly.

The main user group of the mysterious male product is a 18-30 year old young man with a unit price of around 100 yuan. Wang Yanning surprised that some girls would buy them for their boyfriend, which he did not think of at first.

For Wang Yanning and his

The most troublesome thing for Taobao to do is not marketing, but polishing products and finding accurate user groups.

In March 2016, after attending a conference on underwear category II, he gradually saw the changes in the market environment of Taobao: the crowd is more subdivided and the ecosystem is more perfect. Taobao is willing to foster a new brand, replacing the previous practice of "25 yuan and 4 packages".

All these changes point to one goal, which is to let users buy products that they like.

At the same time, consumers are quietly changing. With thousands of faces, they can easily find stylized products to meet more advanced needs. "Why can't underwear be designed with fashion? Is fancy young fashion? The elements and culture of our system can give users more expression, plus participation and interaction, which will form a good word of mouth."

On the line, so far, there have been problems with almost all Taobao sellers: the initial traffic is less and the investment is higher, so it is difficult to open the market.

As an original brand, the quantity of each style is not large, which leads to the problems of high cost, slow new store and tight inventory. For example, in the early core products of the shop, there were 1000 underwear quality problems, which led to all the back to factory inspection, wasting a lot of time.

In addition, the complexity of the packaging process also allows the team to invest a lot in the early days. "In my underwear, nine times out of ten is the bag, or the squashed carton. In order to give users more than expected experience, our packaging has special aircraft boxes, and bubble film protection. No matter whether they use or deliver, there will be no sense of inferiority. There will be brochures and maintenance tips in the box, plus some small gifts with meanings, which are all popular among users."

Wang Yanning said.

Referring to the reason for this, Wang Yanning's tone seemed very exciting: "we are more like providing a brand of service, the more internal things, the more able to explain a person's core, and choose a mysterious male product, so we all choose a lifestyle and attitude."

For 4 months, the monthly sales of mysterious men's products increased steadily by 5 times. However, for them, compared to profits, the more important ones are the soft indicators such as store collection and micro Amoy activity.

In 2016, the target was initially set to 2 million, and the team was full of confidence in the growth of the shop.