"NEIWAI Inside And Outside" Founder Liu Xiaolu: Do Underwear To Be Honest With The Body.

"This month, we will release

New products, with high color value, functionality and comfort, aim at the huge space of sports underwear market.

Liu Xiaolu spoke softly and clearly, sitting in the office of Langao Road, Putuo District, Shanghai. "NEIWAI inside and outside" founder, spoke with reporters.

At the end of September, the first offline experience shop will open in Shanghai. In Liu Xiaolu's view, "customers are very important to the product itself, especially the sensory experience, so we will consider opening a lifestyle shop to better convey our ideas."

Four years ago, when Liu Xiaolu founded his own

At the same time, it did not think that it will become a leading brand in the US New York, and become the sole cooperative Chinese underwear brand of Journelle, a high-end underwear buyer platform in the US.

Returnees financial woman resigns as underwear

Liu Xiaolu was born in "

Capital, Shanghai.

Before she was 26, she took the road of social mainstream values. At the age of 18, she went to Hong Kong University to study economics and finance. After graduating from Coca-Cola, she went to University of Washington to study finance. After returning to China in 2008, she went to work in global TOP5 management consulting company.

During this period, she has been engaged in many female and luxury brand projects. Different types of projects have brought her different new perspectives. Since then, she has gained a deeper understanding of women's brand culture.

In 2010, during her maternity leave, Liu Xiaolu came up with the idea of creating a female brand.

As to why we choose the lingerie brand, Liu Xiaolu admits: "what I want to do depends on what I want as a woman.

One day I opened the wardrobe, but I couldn't find a particularly comfortable underwear. Many friends around me felt the same way.

In Liu Xiaolu's view, the positioning of traditional underwear brands was not always based on women themselves, but rather on the pursuit of the effect of gathering and the "career line".

Liu Xiaolu came from "underwear family". Her mother and grandmother were the managers of the earliest underwear and textile industry in Shanghai.

With her mother's support, Liu Xiaolu decided to create her own underwear brand "NEIWAI inside and outside" in 2012.

The reason for this name, Liu Xiaolu said, first refers to "inside the mind, outside the world", to return to the pure mind, to get things done; two is positioning in the international brand, East and West, and three is to highlight the product is underwear.

"To return to be yourself and to be the easiest one to be yourself" is both the slogan of the brand and the pursuit of Liu Xiaolu.

Adhere to the "comfortable underwear" of the initial heart

The first two years of the creation were difficult. The team of two or three people, including Liu Xiaolu, insisted on building "comfortable underwear". They insisted on building products themselves day and night, visiting underwear exhibitions around the world, visiting Europe's old lingerie shops, looking for the most comfortable fabrics regardless of cost, revising many times, and communicating with consumers everyday.

In view of the high cost of setting up shop offline, Liu Xiaolu initially chose to sell online.

At the beginning of the line, she has been selling underwear for an independent B2C platform, and with the gradual increase of traffic costs, in November 2012, Liu Xiaolu chose to abandon the original platform and enter Tmall, Amazon, Jingdong, glamour, etc.

"At first, there were only three or four orders per day, and every time I heard the order of Ding Ding, I would be very happy."

Liu Xiaolu knows very well that it takes time and patience to achieve large sales volume, and this patience is the insistence on simplicity, comfort and quiet of brand style.

Although some people told her, such underwear product style is not working.

Choosing to do the garment industry is a very hard process itself. This industry has lost many entrepreneurs from the supply chain to the channel.

In the supply chain, the supply chain and industrial chain are tortuous.

At the very beginning, initial brands did not produce much, and most factories did not want to cooperate with them.

"Every time I look for a supplier, I have to find three times at least, and two times I pay tuition fees."

In the end, Liu Xiaolu found the appropriate foundry and talked about the control from end to end, that is, from the initial design communication to the board, the director will intervene.

In the grinding of products, Liu Xiaolu found the most painful point for users: many girls wear beautiful bra and underwear, but they are not comfortable all day.

Underwear looks simple, but it is very difficult to tailor, very test process.

In order to catch up with the rhythm of new products, traditional underwear products often outsource a product to several generations of factories, and the quality of batches is difficult to control.

In order to control and supervise, Liu Xiaolu set the factory in a very close proximity to Shanghai, instead of the traditional Pearl River Delta region, using an exclusive production line.

"In order to ensure the quality of products, there is a need for people to keep looking at the supply chain," he said.

This is Liu Xiaolu's experience from repeated failures.

Successful entry into the international platform

In 2014, Liu Xiaolu launched a comfortable "steel ring underwear" from the needs of consumers.

This underwear has undergone dozens of design changes. Liu Xiaolu also asked all her team members to try them on and track consumer feedback.

After the launch of the market, it became popular.

Liu Xiaolu's bigger ambition is to enter the international market.

In October 2014, Liu Xiaolu was going to take his family to America for a trip.

Before leaving, she tried to send an email to the mailbox of Journelle, a high-end underwear buyer's platform in the US.

As soon as she arrived in the United States, Liu Xiaolu went all the way with her products into another boutique shop.

However, the diversified mature market still has strong resistance to the products of "Made in China", and even labelled "Made in China" with cheap and inferior labels.

After visiting several private stores, Liu Xiaolu no longer had any illusions about entering the New York market.

Just then, Journelle shop sent an invitation to decide to cooperate with her.

This delighted Liu Xiaolu. When using Journelle platform to buy products from brand players, the independent B2C online platform and the 3 stores in New York have been sold. There are nearly 100 traditional European and American brands on the platform. There are many famous brands, and "inside and outside" is the first Chinese original underwear brand.

This has greatly enhanced the sales and visibility of the products.

And "material is good, very comfortable" is the most customer evaluation.

{page_break}

Using capital to help marketing force

In the first three years of her career, Liu Xiaolu did not make any financing. She invested her savings in the early stage. She thought that only in this way could she really achieve the brand she wanted.

Until 2015, Liu Xiaolu won the angel investment of the real fund and the well-known VC and the investor of ten million RMB.

With the help of capital, she began to exert herself in marketing and expand her team.

"Liu Xiaolu almost meets all the requirements of underwear business, born in the underwear family, passionate and strong brand building ability, is a very elegant Shanghai woman," underwear inside and outside "in the future may become the first choice in the domestic high-end market.

Real fund CEO and partner love so optimistic about Liu Xiaolu.

Since this year, Liu Xiaolu has carried out a lot of precision launch on social media such as "Camellia", "ribecca's fantasy world" and other sports APP such as oxygen and KEEP.

The accumulation of early brands, coupled with the advertising effect, has brought about a sharp increase in sales volume.

"The production cycle of our underwear is about three or four months, and for a while, there was a classic style size loss."

The goods were not sold enough, which made Liu Xiaolu feel the sweet pain.

"The coat must be deceived, and the underwear must be honest with the body."

For 4 years, this idea runs through Liu Xiaolu's design details.

"In the long run, I will build underwear brand from different ages, from infants to children, girls, adult women, pregnant women and so on.

But in any case, it will not leave the original intention of the brand: simple, quiet and comfortable.

Liu Xiaolu said.