Lanmiu: Some electric dealers die in the cart before the horse.

Http://www.aliyun.com/zixun/aggregation/7860.html "> Vertical is there no survival power?" the founder of the site, the original passion, how long can you persist? Vertical electric business, in today's China electric business environment, how to find their own way?

As the only vertical website in the underwear field, why does it always claim that it is not an electric dealer? In the platform of the tide today, narrow categories in the scale and quality of the dance between? Here's a summary of Lanmiu CEO Dong Lu.

Lanmiu CEO Dong Lu

"Chinese businessmen are too quick to do business, they must hurry to market, bigger and stronger." But in fact, whether your company is bigger and stronger, consumers do not care. You don't go public and consumers don't care. Consumers only care, you have not created value for him. Now the electric business is a bit put the cart before the horse, we are holding the idea of earning their own pensions and entrepreneurship, the business is disorderly. ”

--Dong Lu

In the electric business is very hot, I have always stressed that Lanmiu is not the electric dealer, but the brand, Lanmiu target is Apple, underwear industry apple. Therefore, I basically do not participate in the electrical business industry gathering, also not clear who is vertical, who is not vertical.

I think the electrical business is just a title, in fact, or a retailer selling physical products, in a very short period of time, explosive growth is more difficult. China's electric business environment is relatively special, Taobao accounted for the majority of the market. According to the current situation, does not a real platform-type business operator can live, Jingdong can live it? Can Macaulay survive? I find it very dangerous to look at their financial statements there are few signs of survival.

Cause this situation, and entrepreneurial people mentality has a relationship. We all want to do the listing in three years, just sowing, will harvest, this mentality to do things, the difficulty coefficient is relatively high. In fact, whether your company is bigger and stronger, consumers do not care. You don't go public and consumers don't care. Consumers only care, you have not created value for him. Now the electricity business is a bit put the cart before the horse, we are holding the idea of earning their own pensions to start a business, to make a mess.

Compared to the platform-type of the electric business, I am more optimistic about their own brand of electricity, such as the wheat bag to do a better job. In addition, I also appreciate some Amoy brand. Lanmiu and they are more like, we are brand, do not like to do the brand platform, haste makes waste. From the offline experience, it takes 5-10 years to breed a new brand. Lanmiu's development, I follow the 10 plan to walk. Now has gone three or four years of time, the brand effect began to have, the team basically formed, the process gradually straightened out. So, we just finished seeding, distance harvest is very far, we think very clearly.

Be patient with the market.

Everyone in the business before, are very optimistic about their own things to do, I am the same. China's underwear industry has 100 billion to 300 billion of the market, China's largest underwear enterprise annual sales are only 2 billion, the top 10 add up also less than 10% of the market share, Shantou only one region has thousands of underwear brand. This market grows at a rate of 40% every year, this is a typical immature market, has not formed the situation of the warlords, a businessman to see such a market is very excited.

But underwear is a relatively narrow category, from the offline purchase data, the first-tier city of twenty or thirty-year-old women will buy two or three times a year, two or three pieces each time. Although our site averages more than this number, it's still a slow job.

So, I told myself very early, making money is not difficult, now let me start from scratch, three months later can also make money. However, earn a penny is also make money, earn 100 million is also make money, rare can block the temptation to earn a penny, in order to earn 100 million to make long-term plans. So, if you want to make money by billions of units, the sowing in the front will be deeper and the bedding time would be longer. This is like building a house, covering 100 floors and 3 floors, the requirements of the depth of the foundation are different.

Because of that, if your goal is to go 10 years later, there will be fewer competitors on the road. We resisted the temptation to scale, nor did it take the route of department stores easily. On this road, we did not run away, never forget the original intention.