The "Forbidden Place" Of Big Size Underwear Has Been Bravely Rushed.

In 2015,

Get $19 million 980 thousand in investment.

According to public information, we hope that through this financing, we will try to open shop under the line, and provide sufficient financial support for trying big size underwear again.

After a year and a half, the silk Li Xiu rebuilt its momentum and broke into the territory of big code underwear again.

This time, silk Li Xiu wants to prove one thing: big size underwear can also be worn out of comfort and beauty.

Here is a woman's trouble with buying large size underwear: money can't be bought, it doesn't fit, it doesn't fit.

In her list, almost all European and American brands.

They are expensive and are not readily available under the offline stores.

In the big yards women's clothing market has become increasingly mature, big code underwear has become a headache.

Due to the creation of special cup mold, the product has high requirements for cost, design and quality.

This led to very few large numbers of underwear entering.

But Liu Liuming just burst in.

She founded the big code women's clothing brand Li Xiu has been online for 8 years, sales in 2015 180 million.

But now, he does not satisfy the single market, but hopes to continue to plough the big yards to the vertical market and launch the big code underwear brand Athena.

It's just that the development of big underwear is not smooth sailing.

Two years ago, big underwear had been on the shelves for the first time.

Six months later, the cooperative factory could not bear Liu Liuming's harsh demands on the large size underwear version and design.

In 2015, he was invested in a special investment of 19 million 980 thousand yuan.

According to public information, we hope that through this financing, we will try to open shop under the line, and provide sufficient financial support for trying big size underwear again.

After a year and a half, the silk Li Xiu rebuilt its momentum and broke into the territory of big code underwear again.

This time, silk Li Xiu wants to prove one thing: big size underwear can also be worn out of comfort and beauty.

If it were not for the strong demand of customers, in the first strategic expansion, he might not have noticed the huge market of large size underwear.

In 2014, he launched plans to expand the category.

"We have considered making large size men's clothing and large code middle-aged clothing."

Operator analysis Hongye analysis, men's wear brand Jsmix fat planet has a certain share in the market, and fiber wheat tried to explore the big girl and big size middle-aged clothing category, but the market was flat.

Prudently, on the basis of existing customers, deep ploughing and subdividing categories may lead to a way out.

To this end, the store invited hundreds of customers to video chat.

Through communication, it is found that fat women can not only get the right clothes, but also belts, shoes and underwear.

Before Liu Liuming, what sort of subdivision should he start with? After making a series of investigations, Liu Liuming made a judgement: if there is no suitable production chain, making shoes is just like moth to catch fire.

The waistband, the average sheepskin and cowhide length in the market can not reach the length of the waist with large yards.

Underwear has become a feasible way for the expansion of the brand.

1000 customers were randomly selected to make inquiries by telephone.

The results showed that 800 of them wanted to buy underwear that was specially made for large numbers of people.

This means that at least 80% of the old customers are potential consumers if they are wearing underwear.

Underwear business has not yet been launched, there have been tourists, similar scenes happened twenty years ago.

In 90s, Liu Liuming worked as an assistant in trade school and met many foreign friends.

They often complain that they can't buy the right clothes and ask Liu Liuming to go to the market to find some big source.

After some time, "broker", Liu Liuming received several large orders from Malaysia and Europe and America.

For friends and convenience, suddenly became a profitable business. Liu Liuming took aim at business opportunities. He decided to set up a company in 2004, specializing in wholesale and costumes.

In 2008, the company moved to Tmall to make a brand while supplying goods to merchants.

By 2011, he did not want to fight the price war with the traders. He cut off all wholesale businesses and plunged into the electricity supplier industry.

Now, in 2015, sales of Tmall sales reached 180 million, and the sales of Athena underwear for only a month was 200 thousand.

It's too hard to find a satisfactory factory.

From products to shelves and shelves to brand lines, it is a twists and turns.

As early as 2014, he began selling underwear.

A large number of market research concluded that the larger the underwear code, the harder it is to buy.

"Especially large bra like small cups like 95A are not common in normal bra shops, and expensive in foreign countries."

It's not easy for girls to buy the right underwear. Most of the time, they only need to wear them.

But Liu Liuming did not think so.

A friend of her is a gynecologist who tells her that if women wear underwear for a long time wearing a wrong size or compressed by a steel ring, they will increase the risk of breast cancer.

Therefore, "the underwear that the silk Li Xiu should make must be comfortable and healthy."

It is only by redeveloping the requirement of cup type that many factories have been scared away.

The large size mold cup is difficult to type, and the cost is high. The factory that works with the Li Xiu company looks at the huge market vacancy of big code underwear, so it is willing to try it.

"We only played 5 times just for the mould."

Li Xiu asked underwear not to feel oppressed, but also to gather and collect milk. The factory made several major changes in the cup shape, and constantly adjusted the details according to feedback.

Six months later, the factory cancelled its cooperation on the grounds of shortage of manpower.

Perhaps, the factory cancels cooperation, does not hope to invest too much: on the one hand, the order quantity is not very big at that time; on the other hand, the product has spent too much cost in the running in period.

When the next factory appeared, it took a year and a half.

In the past year and a half, he has been searching for factories in Guangzhou and Chaoshan to participate in various lingerie exhibitions and supply and marketing meetings.

Finally, a factory entered Liu Liuming's line of sight. It used to be the secret factory of underwear brand in Vitoria.

The other side has mature technology and advanced equipment, and is very optimistic about the development potential of the big code market.

Less than half a year, the large underwear of Xian Li appeared on the production line.

By coincidence, the store's model Zhi Hui is also making big size underwear.

The lack of proper underwear is her long-standing worry, and is also a strong demand of her micro-blog fans.

In November 2015, the "red ribbon" shop of the big code shop was formally launched.

However, due to insufficient funds and poor management, "only she" is generally successful.

Zhi Hui, lacking in energy and experience, decided to cooperate with the company to integrate the brand into the club of Athena.

Is Athena's big underwear ready to be satisfactory this time?

Athena is known as the goddess of wisdom in the West.

Named after her is a fat girl who wants to put on her underwear. She can bloom with confidence, wisdom and beauty.

Therefore, the "inner beauty" has become a very important part in the construction of large underwear.

So how did Athena create this "inner beauty"?

First of all, in the processing of the mold cup, Athena has been hit 5 times over 15 times.

The new mold cup is bigger than the ordinary mold cup, helps to collect the side ratio of the auxiliary milk is higher, and the cup cup bears stronger force.

The choice of size has even appeared in the market of 100G and 75H, which is rarely seen in the market. Secondly, in the design of the steel ring, the molding of the cup will consider the bearing capacity of the bra under the condition of the steel rim, and the product will choose a soft and elastic memory steel ring.

At present, more than 95% of shops are memory steel rings.

In the design of the shoulder strap, ASENA uses resilient rubber bands, wider shoulder straps than plain underwear, and comfortable and strong vest style. The underwear is thrown away from the triangular pattern to make a small flat feel, which can be comfortable when standing up and sitting down.

In addition, the product chooses a large elastic fabric to make the size of the hip joint larger.

Finally, fashion is also essential.

Lace, embroidery, gauze, ultra-thin, sexy, gathered, high waist, buttocks, abdomen, Athena's keywords, far more than these.

Well done underwear, Liu Liuming will be sent to the company to try on for a week.

After summarizing the problems and reworking, the employees are invited to try out the old local customers in Guangzhou to collect opinions.

"They are so excited about them that they feel very suitable."

At the club of Athena, the price of a pair of underwear is between 30 and 60 yuan, and underwear is between 130 and 180 yuan.

In order to enhance user experience, shops will give customers shoulder straps and extension buttons.

"Our cost will be 2/3 higher than that of Pu underwear."

In 2015, she signed Li Xiang as a brand spokesperson.

Liu Liuming believes that the success of women comes from strength, and Li Xiang, who has always been confident, beautiful and fashionable before family, career and the public, is undoubtedly the best representative.

In the same year, he invested over 19 million 980 thousand yuan in capital raising, such as Hyun Mai, Yin man, and so on. The company was invested by Guangzhou Li Mei Trading Co., Ltd., accounting for about 20%.

This investment is another integration of women's clothing resources after the search for special fiber.

In terms of fund use, the main purpose of the company is to build offline stores. It is expected to be laid in early 2017.

At the end of the interview, the red leaf said: "the demand for clothes is very low in the big yards. They only want to wear the cloth on their body."

She also remembered the embarrassment of asking for clothes in the store to be rejected by the waiter.

In the future, the laying of the shop under the silk line will finally provide a comfortable shopping place for these fat women.