In Chinese traditional concept, sex is always ambiguous topic

In the Chinese traditional concept, "sex" has always been ambiguous topic, rarely be openly discussed. But the 1990-born Elephant Condom founder Liu Kenan hopes to change that impression.

September 15 Night, in Zhongguancun, Beijing, "pioneering a street", Liu Kenan with the other members of the entrepreneurial team, held an Elephant 2.0 conference, launched the new condom brand second-generation products. The theme of the conference was "a maverick elephant".

Liu Kenan and his colleagues took every opportunity to intentionally or unintentionally to show the unique "special": Warm concert in addition to the current big hot "Little Apple", there is a sexy northeast Errenzhuan; The English theme of the conference is "I believe I Can fucking Fly", vulgar words impressively in the eye Liu Kenan also repeatedly stressed, do not want to talk about performance, patterns and other boring nouns, "is playing."

Face embarrassing "sex", take it to the table on the deconstruction, banter, and eventually into the product image, is Liu Kenan and the elephant condom dazzling cloak, but also in the crowd to find the resonance of the sharp weapon.

For the average age of 25-year-old entrepreneurial team, and peers to mingle, desperately running in the "cool" forefront, is a natural psychological appeal and behavioral logic. Like almost all fashionable entrepreneurial teams, elephant condoms play with "identity."

Do you love the product, even if you are a pervert, the world also has thousands of perverts and you, like this product. "In a brief keynote speech, Liu Kenan said

Although it is the elephant condom "chief experience officer", but he did not spend too much time to introduce a new generation of data on what the improvement, but use a lot of tongue to elaborate "abnormal theory", that is, change mentality, state and attitude.

"Be perverted. At last he concluded. The table was under a burst of laughter.

Take Millet as a teacher

Liu Kenan's company was founded in July 2013, when he just left the millet. As for why to do condoms, he gave two reasons in the press conference: one is a friend's complaint, the other is the so-called "hatred Day complex."

At present, the biggest player in the condom market is Durex, whose market share is about 50% to 60%, while the other larger brands include Okamoto and Jessbong. At the beginning of the venture, Liu Kenan on the market dozens of condoms did a study, that the biggest problem of these products is the same packaging, while positioning is not clear, "from the teenage to more than 70 years old can be used."

At a dinner, Liu Kenan described his ideas to the partner of the founding fund of the Taishan brothers, who immediately decided to invest 1 million of dollars as an angel investment to make him a "real Internet product".

After getting the money, the Elephant Condom Project officially launched, and in early January 2014 released the first generation of products, the price of 59 yuan. The 10000-box condom was sold in the month, and Liu Kenan later revealed that the products made them profitable.

Elephant condoms have a lot of bright spot: the thickness is only 0.03mm, known as the world's thinnest, the use of bright green square carton packaging, in addition to more pressure, "literary" is also more adequate, with a gift of fun sieve and wipes and so on. In a uniform sea of condoms, elephants have a sense of a towering crowd.

The second generation, released on the evening of 15th, improved the details, mainly including the more easily opened box, which can be ripped out by one hand. Liu Kenan claims that users can replace the new model with the first generation of products free of charge.

But as far as the product itself is concerned, the elephant condom, although innovative, is not enough to "crush" traditional products. As an example of the "thinnest" of its propaganda, it was pointed out in the first generation of products that Okamoto's flagship product was 0.01mm thick and thinner than an elephant condom. In addition, the elephant condom will be on behalf of the factory in Malaysia, but also become a lot of people's "slot point."

However, as a former employee of Millet, Liu Kenan for the so-called "millet mode" very clear, also never taboo for the old club's admiration. Many characteristics of millet, such as the pursuit of the ultimate product, to channel and word-of-mouth marketing, etc., were grafted into the elephant. Perhaps the study is not in place, is still a kind of "salute."

To marketing, for example, the elephant condom is currently mainly through the use of micro-bo, micro-letter and other new media marketing, the use of social networks to achieve viral word-of-mouth transmission. Liu Kenan, who spent the whole afternoon writing for the "Sex condom experience" copy.

Fast Consumer Products Co., Ltd.

In March this year, the elephant condom completed a round of financing of a 5 million dollar. At the same time, the company founder Liu Kenan began to the future direction of development has a new thinking: he wants to cultural consumption as the cornerstone, to do a "fast consumer goods company."

"Elephants are a value network for young people, where you can find a sense of belonging and find people with the same values." In a public speech at the end of August, Liu Kenan described the brand positioning of elephants.

He claimed that "cultural consumption" is the 3.0 stage of consumption, the brand needs "missionary" users. Like millet accumulation fan culture, elephants also need to form their own "young" culture, in order to talk about other.

From the product level, if the MIUI is millet cut into the mouth, then Liu Kenan seems to be a condom as an elephant into the mouth. MIUI is the cornerstone of the Millet cell phone, and the cell phone has become the cornerstone of other peripheral products of millet; Liu Kenan seems intent on replicating this path.

His company is quietly preparing for such a shift. Earlier media reported that the elephant is developing two of peripheral products, respectively, with the storage of condoms and sockets of the mobile phone shell, as well as sewn to store condoms pockets of socks, grooves and pockets are designed to be extremely concealed.

They even set up an "elephant Band", the members of which are composed of staff, singing the biggest spot more than thousands of people. Liu Kenan said it was trying to "brand entertainment."

But at the same time, Liu Kenan also plans to make the elephant into a "FMCG company", like Market ruler Durex. The characteristics of FMCG are highly dependent channels; This means that the elephant condom must be put into the major electric power platform and offline business, and geographically to cover as many people as possible.

This obviously runs counter to the "go-to-channel" advocated by millet, and it is possible for elephants to carry heavy inventory costs on their backs. On the other hand, the elephant condom in the brand, cost-effective, diversification are less than competitors, abandoning the "small and beautiful", direct attack the future of the giant hinterland is not optimistic.

and Liu Kenan has not yet taken into account this dilemma. After all, the current elephant condom production capacity is very limited, rely on their own official website can digest, do not need third-party distribution. The elephant condom can still be "maverick" until the channel bottleneck has been revealed.