Entrepreneurial Experience: Do Not Be The First, Only Do The Only Thing.

Recently, it is known as the pioneer of girl underwear industry and the leader of student underwear industry.

As well as the underwear industry standard provider's clothing, with "care for the healthy growth of girls" as the core concept, adhere to "care for mothers like love", "natural body shape, health beauty" for product appeal is increasingly popular among adolescent girls.

In the face of increasingly fierce market competition, what kind of attitude will we have to face the current market challenges? With these questions, we have the honor to invite Mr. Ceng Hongxi, founder and CEO of our company.

The following is the content of the interview.

Reporter: China's domestic market has been surging.

Zeng: the enterprises and brands in the market are shouting and subdividing the market, locking the market and locking the target consumers.

In this market, who can subdivide the product positioning more finely, and who can lock the consumer group more targeted, who can survive and develop in this market.

Our baby girl underwear is aimed at one hundred and fifty million girls and their mothers all over the country, which accounts for 20% of the population in China.

We have a clear market orientation. Even in poor counties, the proportion of 20% will not be reduced. They are our target consumers and our best consumers.

Reporter: at present, domestic brands in the market competition, many enterprises pursue a low price strategy and win the market through price advantage. How do you view this phenomenon?

Zeng: for example, I have heard and seen many items that are several yuan to several yuan clothing, in addition to give 90 percent off 80 percent off discount, but also give such a kind of preferential and support.

If you are opening a shop that is good in decoration and style, but when you come in, it will be ten yuan or so. Would you like to send it to him? The answer is yes.

So it is not blind to decide which brand and what kind of enterprise to pursue the price strategy.

If you are a high-end store, people who want to buy cheap prices will not enter your store, because they will not be cheap at the first glance, and consumers who want to buy high-end products will be so low that others will not want them. He will think there are fraudulent practices. Such a forced shop is so cheap that it is absolutely problematic. Secondly, blindly lowering the price will also greatly reduce profits.

If this strategy does not work in the early stage, when you really need profit later, your price increase is not, nor is the price cut.

Therefore, the price war of enterprises is not to blindly lower the price to win customers, it is necessary to do according to their actual conditions, so that enterprises can continue to develop.

Reporter: at present, there are many entrepreneurs who have no opinions on investment direction, blindly follow the investment, and the investment market is very impetuous. What are your suggestions for this phenomenon?

Zeng: when you start a venture capital project, you must first have a certain understanding of your company's brand, and start from all aspects of the investigation, such as whether there is a franchise record in the Ministry of Commerce, whether you can accept the concept of its brand, the company's products and quality, and the way of operation, management, supervision, target groups and so on.

All of these are understood before investing.

Secondly, we need to know how many competitors the brand has in our local market, the quality of its products and the acceptability of the target audience.

Then we will sign the contract, and then we will look for the shop front according to its brand and product target market.

Even if you do these steps, you need to be well prepared for a variety of coping strategies.

Reporter: what kind of psychological preparation do you mention in the above psychological preparation? Can you talk specifically about it?

Zeng: the so-called psychological preparation is actually very simple, that is, if others succeed and you fail, maybe others can fail and you can make psychological preparations for success, and it will be very hard to start a business. Maybe it is very difficult to do well in psychological preparation for day and night.

This is also the psychological foundation of an entrepreneur.

After understanding and attaching importance to the real focus of our projects, please let us pay attention to the real foundation of our business. Let us prepare to start giving our energy, time, effort, hardship, frustration and hardship. When we use our souls to experience these experiences, we will look back at the road we have gone through. The footprints we paid and left behind are so beautiful and moving, and it will be pleasant to remember. At the same time, we will find that we are standing on the mountain of success.

Reporter: at present, the girl's underwear project is known as "yes".

Zeng: then I would like to share with you some experiences in my projects over the years.

The first point is that only by walking on the road is the most important thing.

Some people say that one billion people in China have nine hundred million people who want to start their own business, and one hundred million people are about to start their own business. However, there are few people who really start their own business. More people just stay on the idea, and can't start.

The most important thing is to start right now, and only on the road is the top priority.

The second point is not to be the first, only to be the only one.

When choosing a project, we should take the development project of "not doing the first thing" as the standard, because we do not have too much capital and lack of experience and resources.

As an example, it is a product that the market originally has consumption demand and no products.

It satisfies the healthy and beautiful dream of girls. We can also get the development of enterprises. It is a product that does not spend time and capital to cultivate the market and educate consumers' consumption, and is also a foundation for low cost to succeed.

The third point is that there is never a free lunch in the world.

When we really started to choose some entrepreneurial projects, the real bad and bad projects were dazzled and confused, and many entrepreneurs dreamed that the world would lose their free lunch. This also gave many cheaters an opportunity.

In fact, all projects need all partners to work hard and diligently to achieve. There is no free lunch in the world. You never have done anything, and you can not succeed without hard work. There has never been a one hundred percent commitment to make money for your business.

Another point is the need to distinguish between true and false, like the baby girl underwear, positioning is targeted at the 9-22 year old girl.

After the industry has made her wear hot, many adult lingerie brands have begun to put the four words of lingerie underwear for students in front of the brand name, and they are actually adults who are over 18 years old. The style they pursue is also sexy and charming.

Ji: Thank you very much for your interview with us. We wish you every success in your career.