Aoi sold underwear, male fans are the main consumers

"Let every inch of beauty be able to stand the test of detail." Aoi signed the name next to this line, and on the table is full of her participation in the design of underwear drawings.

"Aoi will come to the workshop, and she will use the sewing machine, and she will draw sketches, or go find some reference material, and then come and discuss with our designers." These details give Xiangyi Dai Project Planning Director Ding Shijin left a very deep impression

Will write calligraphy, will sell Meng "Cang teacher" once again subvert our imagination. And this time, Aoi wants to start selling underwear.

On May 28, Sora Aoi, which has more than 14.9 million followers on Sina Weibo, officially started selling "spakeys" "empty-series" underwear. And also used Lei Jun that trick "hungry marketing" - limited time limit, in 5 hours and 28 minutes will be limited sales of 528 sets of underwear, while the price per set is 1288 yuan.

So who is the "Cang teacher" underwear foundry it? When I click into the "spakeys eighteen have" microblogging, "First Financial Daily" reporter found the micro-Bo real-name certification, is a company called Xian Yi Dai Co., Ltd. (hereinafter referred to as "Xian Yi Dai", the new three-board business). After the reporter was removed and contacted Xian Yi Dai, the cautious and acting low-key company finally promised to interview a few days later.

"Cang teacher" was uneasy

If not for underwear, it is hard for you to link up Puning, a county-level city famous for fried tofu, with Aoi.

Under the high-speed rail station, the car passed through the contiguous fields and the traditional Chaoshan architecture. After 20 minutes, Xiangyi Dai's gray-white building appeared in front of us. This brand new and modern 14 storey building contrasts with the old brick houses around.

"We want to be a brand with Internet genes." This is the original intention of Yan Hongzhong, the chairman of Xiangyi Dai, who still slaps tens of millions of yuan to make spakeys after he owns the two brands of "Xiangyi Dai" and "Fairy Dai Dai."

With this idea, Xian Yi Dai team began to search on the microblogging, their idea is very simple: Find the most fans microblogging microblogging star. Into the micro-Bo that quickly has millions of fans Aoi into their eyes. This is the end of 2012 things.

Then they contacted the Aoi manager, began six months of negotiations. Ding Shijin recalled, Aoi I personally feel uneasy after receiving the invitation, worried about the company's publicity will go to the vulgar direction, while China is engaged in net action, and after many communication, she dismissed the concerns and felt that "this Things are good. "Before and after the hair had hundreds of e-mail." Ding Shijin said Aoi Aoi team of brokers on the matter is also very serious and professional.

After that is the specific cooperation, Sora Aoi should come Dai Dai twice, Xian Yi Dai team also took the product to Japan. Ding Shijin said that now the "empty series" is the idea of ​​Aoi himself, which has some of the elements she wants, but she did not learn design after all, so Xian Yi Dai has a professional design team to work with her and do The details of the work.

Scribe Aoi, Xian Yi Dai is not without any concern. But in the end, Yan Hongzhong thought that a person's past label could not be stuck forever. Stars have to transition to development, they also have a growing course. "Why is it controversial? Because we all see her past, but in fact people will always grow." Xian Yi Dai want to break the routine, you must take some risks.

It now appears that this risk is exaggerated. Star Tide brand there are many, such as Bibi Chang, Edison Chen have to do their own brand, but Aiko became the hot lingerie products? Ding Shijin on the "First Financial Daily" reporter analysis, one is the Aoi itself has topic, the second is underwear Linked to her previous background makes people imaginative, belongs to the sexy economy. "Of course we do not deliberately lead that area, if that's the case forever."

"Cang teacher" is very dedicated

Aoi had asked microblogging @ Lei Jun and asked, "I always wanted to design underwear for myself ... So I was born my 'G-self' empty series, so happy! But then how to do it online? You need help."

Lei Jun did not reply, it touches on entrepreneurial media group founder Niu Wenwen immediately reply to her: "Xiaomi and Lei Jun not only products well, more importantly, the fan economy Oh."

The fans are really "awesome." 1000 product experience division's place was quickly robbed, "5.28" activities in less than 5 hours 528 pieces of underwear were sold out. Experiences and the first batch of customers were sent back feedback, onlookers fans are not idle, make a variety of suggestions in the Aoi Microblogging, such as "can be out of smart underwear," and "why not men's underwear? "

This is Yan Hongzhong looking forward to the brand "build." They made improvements to the "Empty Series" based on the fans' suggestions. Now the products can still be booked on Weibo, but Xiangyi Dai has been controlling the sales pace and the customer service will tell the customers who want to buy it. Name phone, there will be a more complete product.

As for intelligent underwear, men's underwear, why not? Yanhong Zhong said: "This is possible." Internet era, everything is open.

If you change to another person to be a designer, should not have such a high degree of male fans attention. Yan Hongzhong said that these lovely and loyal male fans are the great harvest of Xiangyi Dai, "to break the gender boundary and join men and women together and give us more accurate and comprehensive information." Of course, although there are many male fans who buy, Or female buyers are mostly.

Look at the Aoi microblogging, there is a lot about spakeys content. But microblogging content is written by Aoi or cents should Dai planning? Ding Shijin told the "First Financial Daily" reporter, Aoi is very hard-working, dedicated, Xian Dai Dai told her at a certain point in time to do an activity, She will organize the language according to their own thoughts microblogging. "We do not want us to replace her, but hope that she really involved." Ding Shi Jin said, of course, will give her some advice, after all, this is a business act.

This cooperation model is very new, there is no new reference. Therefore, Xian Yi Dai in the process of creating this model spent a lot of energy. From creativity to the final product, it took seven or eight months. At present, including the production line, there are two or three hundred people serving spakeys this new brand, financial resources have been invested tens of millions.

Yan Hongzhong admits that the cooperation with Sora Aoi is a component of speculation. However, "hype is just one of them. We have something we want to convey, or we can not stand it."

Old bottle of new wine?

Xiangyi Dai, established in 1997, is similar to most manufacturing enterprises in Guangdong. It started as an export market in 2010 and officially launched its domestic market in 2010. The initial sales strategy is online and offline.

At present, in addition to the new brand spakeys, as well as "Fairy Dai Dai", "Fairy Dai Dai."

He is doing large-scale renovation and construction. The object is not only Xian Yi Dai's new office building and next to the entire logistics center, more importantly, these of his brand.

Xian Yi Dai existing product structure in three layers: light luxury, high-end and the public. Light luxury is spakeys, a set of underwear on the thousand dollars, while the public's "fairy should Dai", the price is only a few dozen yuan. Of course, he stressed that the price does not determine the quality, but only the configuration is different. "You see, cars are the same." For different brands, Sin Yi Dai take a different business model.

For example, spakeys now break through the social network, sales channels are mainly through Weibo and WeChat. But certainly will be broadened, Ding Shijin revealed, and Tmall Mall and Jingdong Mall are talking about, is expected to shop soon on the line.

To help the top European brand foundry is also a learning process. Yan Hongzhong said that at the time to help OEMs in Europe, a set sold to them is dozens of dollars, but they sell more than 300 euros in Europe. "More than ten times the price, why can sell so expensive?" He saw the importance of the brand, and to be able to sell more than 300 euros in the underwear brand is gradually build up gradually.

"Foreigners to do a brand, how many generations are doing, and in China, three or four years to make a brand, the market share is still great. This makes Europeans think incredible." From Europeans, Yan Hongzhong learned patient.

Although last year listed in the new three board Xiangyi Dai, the annual report does not look good. The annual report of Xiangyi Dai in 2013 shows that the company's net profit dropped from RMB 40.32 million in 2012 to RMB 22.82 million in 2013. One of the main reasons is the substantial increase in sales expenses. In 2013, the total sales expense was 29.78 million yuan, an increase of 11.84 million yuan over 2012, an increase of 66.02%.

And a lot of smashing sales costs are also very effective. According to the annual report, the main business income of Xiangyi Dai territory increased from 77.76 million yuan in 2012 to 117.88 million yuan in 2013, an increase of 51.59%.