1 Hours To Buy 10000 Brassiere, B Round Financing 70 Million, This Is The Underwear Industry UNIQLO?

Because of the performance of Tmall double 11 in 2017,

Once again become the industry's favorite story.

In the first hour after the zero hour, one of the bra inside and outside sold 10 thousand pieces.

Final single day sales of 100 thousand single, double last year, 11 times 6 times.

And 11 more than the remaining heat, and completed a 70 million yuan B round financing.

The leading investor is Vertex Xiang Feng investment, with the real growth of the investment bank, Kai Fu capital, Huaqiang capital and real fund.

Among them, Kai Fu capital and real fund are also investors before and after.

In 2012, when Liu Xiaolu spent 5500 yuan to rent a small office in Wuding Road, Shanghai, and began exploring business, she did not think that the underwear brand "NEIWAI inside and outside", which was founded by her, would appear on the other side of New York across the ocean and become the first China to enter the high-end clothing market of the United States.

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Xu Xiaoping once made a bet that he would become a world-class brand both inside and outside. Liu Xiaolu, the founder, wanted to be the UNIQLO of underwear.

Underwear store

Since entering Tmall at the end of 2012, in order to better adapt to the purchasing power of online people, she has constantly adjusted the version and price, so that the $169 zero sensitive entry series has become one of the most successful explosions at present, with a total sales volume of nearly 30 tens of thousands, and online sales account for 30%.

Traditional brands are facing a crisis of speed. Inside and outside, they emphasize increasing brand imprint by making more standardized products, making deep efforts and refusing fast fashion.

She also wants to compare the inside and outside to the underwear industry.

Using a small amount of SKU to meet the needs of unlimited people.

After graduating from the Olin Business School of University of Washington, Liu Xiaolu worked for 5 years in the consulting company. During this period, she was responsible for the brand planning of women's consumer goods and luxury goods, and had a deeper understanding of women's brands.

Therefore, when she wants to create internal and external brands, she pays more attention to women's feelings and focuses on women with high-end consumption.

In the early days of his career, Liu Xiaolu spent more than a year on the classic design of the bra without steel ring.

She said that without the steel ring, with the flexibility of the fabric itself and the innovation of the imitation steel ring structure, the shackles of underwear can be free.

In an interview this March, Liu Xiaolu revealed that there were only 23 brassiere inside and outside, including 70 SPU and more than 700 SKU.

As the core product both inside and outside, no steel ring series accounts for 70% of the total sales.

Just like UNIQLO does not rely on a single explosion to go all over the world, it is also developing more and more single products with the potential of exploding and expanding into lifestyle.

There are also lace series inside and outside, Air series, high-end silk series and thermal home series.

According to the introduction, in the six months on the line, more than 60% monthly sales of single products exceed 5000.

and

The habit of buying once again every 3 months has been basically established, with a repetition rate exceeding 40%.

Sell underwear in Tmall

This year's double 11, the sales volume of domestic and foreign sales reached 100 thousand single, 6 times last year, ranking eighth in Tmall bra subcategory, and the rest of the list are international brands such as Ttiumph, Wacoal and Wei.

In fact, underwear culture has been less than 100 years since its birth, and has only entered the domestic market for only 30 years.

Before, the domestic underwear market was once squeezed by the low-end brand, the traditional high-end brand only occupied about 10% of the market share, the product homogenization degree was very high, and seriously relied on the offline shop outlets in the sales.

But nowadays, as consumers increasingly pay attention to the comfort and health of women's underwear, women's underwear without steel rings has become a new exploding point of online underwear sales. With the growth rate of 30% per cent, it has 4 times that of steel underwear, and the situation has changed.

Center for interior design

In 2017, inside and outside, Tmall became a deep strategic partner or a full entry in the rookie warehouse.

Demonstration business, single day delivery capacity reached 100 thousand single.

Along with the construction of these infrastructures, it will foreshadow the double 11 outbreak both inside and outside.

Only on the Tmall platform gathered by young people, OYSHO brands from Spain and international brands such as the United States have been stationed. More young designers, Internet investors and investors have set their sights on underwear.

In 2016, online sales exceeded 30 million yuan, 5 times more than in 2015.

Double 11 added more than 12 million yuan on the same day, up nearly 9 times compared with the same period last year.

In 2017, the expected annual sales volume was close to 1.8 billion yuan, up 6 times compared with the same period last year.

New retail sales also take place in this new underwear brand.

At the beginning of this year, internal and external investment was won by Kai Fu capital. The real fund invested tens of millions RMB A round.

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With the promotion of capital, both inside and outside have invested in the gym, and have launched the offline strategy.

At present, there are 5 outlets in Shanghai, Nanjing and Chongqing, and there will be more than 30 outlets in the future.

Xu Ying, an investment partner of Xiang Feng, believes that there are great opportunities for brand iteration in some vertical categories. If we want to establish new brands, we must have the ability to jump out of past experience.

With the extension of its own product line and the combination of online and offline channels, there will be more room for development inside and outside.

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