Metamorphosis Box: Underwear For 10 Year Old Girls

Magical

The story of Wang Kaixin, the founder of "falling down the altar", stirred up several dimensions.

For a time, there was a lot of doubt about the lack of sense of responsibility and management experience of post-90s entrepreneurs.

There are also 95 targets.

The platform is also not optimistic at the same time.

The application of two dimensional economy and other social classes can circle some users after 95.

But after 95, the consumption power is weak, and the electricity supplier itself is more sensitive to consumption power. Therefore, 95 of the well done electricity providers are few.

And this 93 year Wang Xiaoyan changed a way to try.

When some topics such as physiological changes in adolescence are taken out for concrete discussion, they are illustrated.

Pregnant.

Wang Xiaoyan, the founder of the metamorphosis box, wants to start with the most intimate underwear and expand to make a shopping platform for adolescent girls.

"After 95, most of the group are junior high school students, they have no financial ability, but behind the parents group after 70, with the increase of the net frequency after 70, at this time, it is very meaningful for them to make a suitable platform for them.

On the first day of the 8 project, the first day of the project was awarded the million seed round investment of Chuang's headquarters, and the Pre-A round financing will be completed in the near future.

According to the introduction of Tmall underwear, "at present, the underwear market is becoming younger, and there is a large demand for girls' products."

In Japan and South Korea, high school girls have their own underwear brands. In contrast, there are not many brands of underwear for girls in China. Most of the brands use maiden underwear as an extremely small product line.

Wang Xiaoyan found a market that divides the gap, but the young entrepreneur also faced the test of the poor supply chain of domestic girls' underwear, and the market education work in puberty.

"Small cup" is large.

According to an open analysis report on lingerie market published by Chi Yan research, it can be seen that the annual sales volume of China's underwear market has reached more than 100 billion yuan, and it has grown by nearly 20% annually, and has become the last gold market of the garment industry.

On the other hand, the awakening of maiden consciousness is boosting the recovery of girls' underwear market.

But the market situation is not so optimistic. It is understood that the domestic underwear for girls is relatively "crude", "small vest or a piece of cloth two straps, almost all of this style," said Wen Wen, 11.

Chaoshan is the source of a large number of lingerie underwear. A large number of factories will receive orders for the production of underwear. First, not to mention the same style, even the quality is difficult to guarantee.

"A lot of traditional underwear companies will go to Chaozhou and Shantou's factories for centralized purchasing, and businesses will be able to control costs, even cloth materials will be processed with raw materials such as straw and plastic," Wang Xiaoyan said. The market of young lingerie was gradually revived in 2006. It is just ten years to this day, because businesses have no intention to manage this subdivision category, so there are no well-known brands in the industry, and the market has not been activated.

All these experiences touched Wang Xiaoyan, who was a Japanese major in college, and felt that there was a lack of enlightenment education among girls at home.

Therefore, after a long time of market research, Wang Xiaoyan's first product was launched as "the first underwear of a girl".

Wang Xiaoyan, the founder of the pformation box

The sale is in the form of a $99 underwear gift box, consisting of a complete set of underwear and shorts, and a small tape measuring chest shape.

The color of underwear is milk white, suitable for shy girls wearing summer school uniform; picture book "Metamorphosis"!

Half a year, 1000 samples, small single volume on-line.

This is not Wang Xiaoyan's first venture, but this time it will be more challenging.

Because they need to coordinate the heavier supply chain and the service on the other side, they have been ready for half a year to complete the supply chain department.

The metamorphosed box is faced with a 8~16 year old girl. In order to serve these ignorant children, the metamorphosed box tries to customize the designer's design. Every underwear has an independent designer. They have designers from the famous Underwear Companies in China and those who have been in the underwear factory for 10 years in Chaoshan.

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From the beginning of the design, the pformation box has changed the inherent process of traditional underwear production. "The traditional underwear companies are selling the styles on the shelves, and they will imprisoned many of the designers' creativity. Under the only cost, designers can only produce underwear with no sense of beauty with coarse cloth," and they advance the design process according to the selection of the design draft, increase the process and put into production.

As we all know, girls underwear and adult underwear are very different. On the one hand, without cups, even steel brackets must be carefully added. "Girls' underwear is only SML three sizes, each stage has different configurations of girls with different shapes." many Chinese mothers do not know that their real girls have several stages of development, one of which needs to wear soft steel brackets, otherwise it will lead to chest expansion.

Generally speaking, the development period of adolescent girls is only 6 years, and these 6 years can be divided into three small stages.

In the 3 periods, the metamorphic box launched 3 models with different emphasis on the design: the first stage is the usual "little waistcoat" without bump design; the second stage will join the slight uplift line; the last stage will focus on the chest part, and the shaping effect will be stronger, so as to avoid expanding or forming secondary milk.

In order to get more accurate figure data, they opened a Taobao store last year, sold 1000 underwear a month, and obtained a thousand girl's stature data by visiting them, and worked out a version suitable for Chinese girls based on this.

Getting data is only the first step, and more importantly, the process and production at the back end.

At the end of the supply chain, the metamorphic box chooses Qingdao underwear factory which specializes in exporting to Japan. "There are not many factories that export Japanese underwear for young girls. We are looking for a production experience of 10 years."

The factory in Qingdao is the main producing area of the metamorphosis box at the present stage, and there are 40 others in the docking. This advantage lies in the fact that once the big promotion occurs, the order volume is too large, and many factories can control it.

Because soon after the on-line launch, Wang Xiaoyan was calm at the current order quantity is not much, so now is still "light loading" and there is not much inventory backlog, at the same time, some data feedback can also make them more precise preparations for next month's goods, "for example, in July, we will order according to the June channel sales."

The plan of the metamorphic box is to add three new underwear to each month. In this way, 18 lines will be launched in half a year. "This is the fastest in the industry." Wang Xiaoyan wants to make underwear with the idea of fast fashion brand.

Enlightenment education in adolescence

At present, the main sales channels of the metamorphic box are divided into WeChat mall and Tmall flagship store. As far as they can see, WeChat has the function of selling social circles and selling products. For the initial stage, the pformation box starts from the social circle and slowly spreads its influence.

"One of our founders has worked as an industry expert for more than ten years of enlightening education, and often shared with the users the adolescent solutions," Wang Xiaoyan said.

Through a small range of circles, the undercurrents slowly ferment, mainly through the series interaction between QQ and WeChat group. "We will share some adolescent education knowledge with mothers, such as how to deal with the relationship between boys and girls during puberty, how to wear underwear in adolescence, and constantly implant brands and products in the process of education."

In fact, many young girls will exclude the enlightenment education. Therefore, the way to change adolescent's rebellion and other difficult diseases through the positive education has changed the traditional concept well.

Before long, the Tmall shop of the metamorphic box will also be on line. Wang Xiaoyan's understanding of the channel is by no means the more the better, but it is as accurate as possible. "Our plan this year is WeChat and Tmall 1:1". Tmall will be more heavily selling, and WeChat will also be used to release educational content.

It is difficult and slow to reverse traditional concepts and education market, but this little girl is still optimistic. "Once parents become your users, they will be loyal, and underwear is just needed, and the market will be large."

Through underwear as a starting point, the next step to change the box is to do adolescent girls shopping platform, such as cosmetics, girls' tide cards and so on, but now they still want to do a good job of underwear single category.

"Adolescent girls will become a major consumer group. After many children wake up, they will know what they want". This is a degree of ideological emancipation.