Interview With CEO: Fat People Increase The Market Potential Of Big Yards.

along with Online retailers Constantly changing the way of life, comprehensive electric business to meet the needs of consumers in various aspects, vertical electricity providers to meet consumers' unilateral demand. In this era of intensive farming, any group may be developed by entrepreneurs into a dedicated user. Recently, the reporter interviewed Kong Min, founder of Mindy. Her main thing was to make "big size" clothes no longer difficult to buy.

　 Looking for opportunities from differentiation

According to the reporter, Big yards It's a personalization. clothing The clothing recommendation engine is dedicated to customize clothes that are suitable for size, style and style. It belongs to Beijing Fengge technology limited company. It was founded by Kong Min (Mindy) in October 2013. In September 2014, the big size APP was launched. In 2014, the official version (APP) was officially launched in late 12.

At present, the main service group of the big yards is mainly young girls with relatively large difference in clothing. In July 2014, Da Mei Yi received an early angel investment fund focusing on the TMT field - Qing Liu capital and millions of Yuan angel investment.

Nowadays, there is growing trend of "Gang" in the field of entrepreneurship. Mobile phone brands include "HUAWEI Gang", "millet Gang", "Apple Gang" and so on. Generally speaking, large areas are now fragmented, for example, clothing is divided into "restoration system", "Korean wave system", "big code system" and so on. Therefore, opportunities are everywhere, and whether they are the rigid needs of the market. When it comes to the reasons for the establishment of big code, Kong Min mentioned two main points.

　 Weak water three thousand takes one ladle. In the long run, there are three types of electricity providers with independent value:

(1) integrated electric business. Such as Taobao, Jingdong and so on, covering a wide range of products, a large number of products, as well as both PC and APP end of the comprehensive electronic business platform. In addition, the large scale also has its own logistics system.

(2) the vertical category of electricity suppliers. If the comprehensive electricity supplier pays attention to "all", then the vertical class aims at the "essence" of commodities, for example, fresh products. It is very difficult for the integrated platform to be refined in vertical categories, but users need refinement in this aspect.

(3) the vertical crowd electricity supplier. The integrated platform meets most of the needs of most people. In this case, other people's differentiated needs will not be satisfied on such platforms. In addition, under the BAT market structure, it will be more effective to deepen the vertical field to meet the needs of a particular group before the next wave of real business change.

The market potential of "fat girl" in Tang Dynasty is huge.

A study conducted by scientists at Imperial College London showed that male obesity increased by two times from 1975 to 2014, and female obesity increased by more than doubled. The male obesity rate in the world rose from 3.2% to 10.8%, while the female obesity rate increased from 6.4% to 14.9% in 1975. The study says that this is equivalent to 266 million men and 375 million women worldwide who are obese. The survey also pointed out that China's obesity population ranks first in the world, with 43 million 200 thousand obese men and 46 million 400 thousand obese women, accounting for 16.3% and 12.4% of the world's total, respectively. The United States ranked second among 41 million 700 thousand obese men and 46 million 100 thousand obese women.

According to Mindy, the SIZE of overweight people in BMI body mass index data with a chest circumference greater than 96 and waist circumference greater than 80 is the largest size in shopping malls. It is very difficult to find suitable clothes in regular shopping malls, which is one of the reasons for the distress of large numbers of people. At present, the big size Mei Yi has collected nearly three dimensional data of nearly 1 million Chinese fat girls. These data will play a great role in the more refined service of "fat girls" in the future, and solve the problem of failing to buy suitable clothing.

With the improvement of people's quality of life, the proportion of fat will only get higher and higher. For example, the United States has developed much more fitness than China for so many years, but the overweight rate in the United States is still up to 70%. Although some people are thinking about losing weight and eating weight loss tea to do weight loss exercises, few can stick to it, so the proportion of "fat girls" will still rise. From the historical point of view, China's waist circumference has been widened by more than 5 centimeters from 80s to the present. Among them, people's living conditions are better and better after 2000.

In addition, data show that the annual growth rate of overweight in China is between 5%-10%.

　　 As a bridge between suppliers and consumers

From Mindy, who came out of the Tencent, told reporters that the accumulation of work in Tencent made her feel the most, that the satisfaction of user value and user value should be placed at the top of all matters. Tencent is not giving her specific ideas, but more about how to understand the needs of users, how to put users' needs in an important position and strive to meet the entrepreneurial concept. In order to have a deeper understanding of the needs and pain points of "fat girl", Mindy himself increased his weight by 20 jin.

On the other hand, at present, in the supply chain of the big yards, the big yards have more cooperation with more than 90% of the domestic suppliers with their own production capacity. And the pattern of big code clothing is B2C, which belongs to JIT (no inventory production mode) B2C. This is also one aspect of the future big yards. For the big yards, the biggest competition barrier is to control users' satisfaction, service efficiency and high quality products in the supply chain. Through the above three aspects of optimization, to maximize user viscosity, deepen the depth of cooperation with the supply chain.

Three stages of the establishment of the big code

Up to now, the big code has been 1 years old and 8 months, and its main development process can be divided into the following three stages:

The first stage: January 2015 to June. During this period, it was mainly through cold start to get users to verify the situation of the market. The main thing was the rapid iteration and improvement of the product. The main task of this stage is to develop the user end products.

The second stage: from the beginning of July 2015, it began to exert itself in the supply chain, and collaborate with manufacturers with independent production capacity all over the country. At present, the big yards have reached a consensus with manufacturers from over 90% all over the country. Up to 3 and April this year, the big size clothing can basically achieve more than 30% gross profit.

The third stage: starting in May, the big yards are making preparations for the large population, starting with platform community-based, and will provide community windows in the future. We should serve our own communities well and build a solid foundation for word of mouth. We can learn more about the needs and pain points of large numbers of people from the community window, and constantly improve the services provided by the platform.

Finally, according to Mindy, the big size clothing is expected to achieve a monthly break even in November or December this year.