Why Did She Insist On Becoming A Girl Market?

According to the world clothing shoes and hats net, 1999, Yangzhou, China.

Li Ding, a graduate student in international trade, graduated from the University and became a plush toy foundry business.

Yangzhou is known as China's plush toy capital, overseas.

The top 95% of stuffed toys were once processed by Yangzhou enterprises. However, the foundry industry is always at the bottom of the industrial chain, which is the most hard work, but the least money is earned.

In 2006, Li Ding decided to enter the domestic toy market.

He has registered a trademark "design", which is pliterate from the English "design".

It can take innovation and product development as its core competitiveness.

From that moment on, Li Ding had already done that.

Set the way to go in the future.

Making China's "Bobbi Doll"? Easy to think and hard to do!

"Bobbi is a representative of American culture, and I hope that it can become a representative of Chinese culture like Bobbi."

When he said this, Li Ding opened his hands and rubbed his hands.

In 2007, it opened a store in China, and the business was very good at the beginning, because no brand friend at that time thought of putting so many dolls in a room, so the users were very curious.

However, a year later, the store business began to slide. "The freshness is gone."

Business is bad, and seeing that his brand dream is fading away, Li Ding is really anxious.

One day in 2008, Li Ding went to Beijing to attend the lecture. During the break, I did not know which student gave him the idea: since you can make clothes for the doll, why not make clothes for the children?

Li Ding thought this idea was very good. He searched for a Taobao store on the Internet, and provided it with a girl's clothing, and then put on the trademark of dash, so Li Ding slowly shifted the business from toys to clothes.

"At that time, when doing foreign trade, I often travel abroad. I saw that Bobbi, Hello Kitty brands sell clothes, shoes and hats and other products in addition to making dolls.

So as early as 2005, we invested in making cartoons, and wanted to make a brand of the industry chain upstream and downstream.

At that time, there was no concept of "industrial chain". Li Ding had only a rudiment for the idea of the future development of the whole industry chain.

Focusing on the girl market, ten years are like a day.

For many families in China, children are not only the flowers of the motherland, but also the "palm bead" and "supreme emperor" of the whole family, which directly promotes the vigorous development of children's related industries.

According to statistics, in 2016, there were 480 million children aged 0~16 in China, 100 billion yuan per year for children's clothing, and 4 billion 600 million children's clothing consumption each year.

It is estimated that the size of children's clothing market is expected to reach 194 billion 100 million yuan by 2018.

As early as 2008, she came into the children's clothing market. It seemed that she had found a gold mine for herself. However, Li Dun cut the gold mine half and half -- specializing in girls' wear, even the newly developed baby products, and only dressed as female babies.

Li Ding helped the black frame glasses on his nose beam and said, "from the very beginning to the present, we have been focusing on the market for girls."

The reason why we insist on focusing on the girl's clothing market is that Li Ding firmly believes that the future will be the era of subdividing the crowd. The consumer demand is very individualized. Only when the brand business focuses on a specific field, can the consumer's mind be seized.

"When I make decisions, I often look back in the future and decide the future in the next three years."

This differential competition mode, which seems to have made market space smaller, is actually a great advantage for the success of lux.

A great example of the center of the center of the physical education center is the golden pine.

When he joined the second days of his trip, he went on a business trip and observed the customers in and out of Yancheng's flute shop.

He found that as long as a mother with a little girl, she usually went to pick up the clothes in the shop, and only went shopping in other brands when she could not choose.

"Because the color of our shop is pink and tender, it's very targeted. Girls like it very much."

When Jin Qingsong said this, he still had an overwhelming excitement.

Long way to go, tired and tired, some people give money.

Perhaps because of the word "Ding" in the name, Li Ding is rather "firm" in the decision making to focus on the girl market, and Li Dingze is very "calm" in the face of temptation.

During the first financing in 2012, Li saw almost all the famous investors in China.

"They all agree that I am a fool."

Li Ding will tell the story of that year, "that is the most frenzied time of electricity supplier. Investors are willing to give us 60 million yuan to let us do boys' wear."

I will not, only 20 million yuan. "

It seems silly to give money.

According to the historical data of 2010~2013, sales in the year of 20 million yuan, 120 million yuan, 240 million yuan and 300 million yuan. If the 60 million yuan was used to enter the market of children's clothing, will it become a "1 billion brand club"?

Li Ding explained to us the difference between "thinking" and "able": one is the external resources that "want" can be obtained based on the direction of enterprise development, the other is the external resources that can be obtained. They are two different things, and can not change the initial development direction of enterprises because of "energy".

"The most dangerous thing to do in business is to sway. The risk cost of swinging is very high."

Li Ding said.

The biggest temptation was that in 2015, some people wanted to buy lux with several hundred million dollars.

"Too hesitant to feel too tired and too hard.

Always doing business with fear. "

Li Ding said, "think about it later.

Do you want money? Money does not mean happiness.

So we discuss it or do it ourselves, even if we do it a little bit, which is more painful, it is very meaningful, so it has been burning.

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