Let every inch of beauty stand the test of detail.

"Let every inch of beauty stand the test of detail." Cang Jing Empty in this line next to sign his name, and the table is filled with her participation in the design of the underwear drawings.

"Cang Jing empty to workshop, oneself can use sewing machine." She can draw sketches, or find some reference material to discuss with our designers. "These details make the project director of Xian-yi Dai Ding very impressive."

Can write calligraphy, will sell Meng "Cang teacher" once again subvert our imagination. This time, Cang Jing empty began to sell underwear.

May 28, on Weibo, there are more than 14.9 million fans of Cang Jing empty officially on the sale of "Spakeys (18)" of the "empty series" underwear. Use is lei that recruit "hunger marketing"-limited limit, in 5 hours 28 points within the limited sales of 528 sets of underwear, each set price of 1288 yuan.

Who is working for the underwear of "Cang teacher"? Point into the "Spakeys 18" micro-blog, "The first financial daily" reporter found that the micro-BO real name certification is a company called Xian Yi Dai Co., Ltd. (hereinafter referred to as "Xian Yi Dai", the new Sanbanxi Enterprise). After the reporter was linked to Xian Yi Dai, the cautious and low-key company in a few days finally agreed to interview.

"Cang Teacher" was uneasy

If it is not because of underwear, you will be difficult to Guangdong Puning This is famous for fried tofu city and Cang jing empty link together.

Under the high-speed railway station, the car in the field and the traditional Chaoshan buildings, 20 minutes later, Xian Dai Gray-white building appeared in front of. The new modern 14-storey building contrasts with the old bricks and mortar surrounding it.

"We want to be a brand with an internet gene," he said. "This is Xian Yi Dai Chairman Hongjong in possession of" Xian Yi dai "and" Fairy Yi Dai "two brands after still smashing tens of millions of yuan from scratch to do Spakeys's original intention.

With this idea, the Yi Dai team began to search the microblogging, their idea is simple: to find the most fans of Weibo star. and into the micro-bo that quickly have tens of millions of fans of the empty wells into their eyes. This is the end of 2012.

Then they contacted the Cang Jing empty broker, began for six months of negotiations. Ding memories, Cang Aoi I received an invitation at the beginning feel uneasy, worried about the company's publicity will go to vulgar direction, and then China in net net action, and later after many communication, she dismissed the worry, and feel "this thing" very good. "There are hundreds of emails sent up and down." Ding said, Cang Jing empty broker team is also very serious and professional.

After the concrete cooperation, Cang well empty to the Xian Yi Dai two times, Xian Yi Dai team also with products to Japan. Ding said, now available "empty series" is the idea of Cang Aoi, there are some elements she wants, but she is not learning design, so Xian Yi Dai has a professional design team to cooperate with her, do the details of the perfect work.

Finalize Cang well empty, Xian Yi dai is not without worry. But in the end, Hongjong that a person's past label cannot be posted forever. Stars also need to transform to develop, they also have a course of growth. "Why is there controversy?" Because everyone saw her past, but in fact, people will always have growth. "Xian Yi Dai wants to break the routine, must take certain risk."

Now it seems that the risk is worth a lot. Star Tide Card has a lot of, such as the weekly Pen Chang, Edison Chen do their own brand, but Cang Jing empty underwear products become hot? Ding to "the first financial daily" reporter analysis said, one is the Cang well empty itself has the topic sex, two is the underwear and her former background relate lets the human imagination, belongs to the sexy economy. "Of course we don't try to steer that way, and if that's the case, it's always going to be vulgar." ”

"Cang Teacher" is very dedicated

Cang Aoi once in micro-blog @ Lei and ask questions, "always want to design their own underwear ... So was born my ' g-self ' empty series, so happy! But then how do you sell it online? Need help. ”

Lei did not reply, but the founder of New Wengwen Media Group immediately reply to her: "Millet and lei not only good products, but also the most important is the fan economy oh." ”

Fans are really "power". 1000 Product Experience division quickly was robbed, "5 28" activity that day less than 5 hours 528 underwear was snapped. Experience Division and the first group of customers have been sent back to the feedback, onlookers fans are not idle, in Cang jing empty micro-blog message put forward various suggestions, such as "can be out of smart underwear", and such as "Why not out men's underwear?" ”

This is Hongjong look forward to the brand "build". They are based on the advice of fans on the "empty series" to improve, and now the product can also be booked on Weibo, but the Xian Yi Dai has been in control of the pace of sales, customer service will tell the customers want to buy, you can leave the name of the phone, there will be more perfect products.

As for smart underwear, men's underwear, why not? "It's all possible," Hongjong said. "In the internet age, everything is open.

If another person is a designer, there should be no such high male fan focus. Hongjong said that these lovely loyal male fans are one of the great gains of Xian Yi Dai, "Breaking the gender boundaries, the participation of men and women, providing us with more accurate and comprehensive information." "Of course, although the number of male fans buy a lot, but still female buyers mostly."

Look at the Spakeys of Cang Jing, there are many contents about it. But the content on the microblog is Cang jing empty oneself write or Xian Yi dai plan? Ding told the "First financial daily" reporter, Cang jing empty very attentively, dedicated, Xian Yi Dai told her a certain time to do an activity, she will be in accordance with their own ideas to organize language Weibo. "We don't want us to replace her, but to want her to really get involved," she said. "Ding said, of course, will give her some advice, after all, this is a business behavior."

This mode of cooperation is very novel, new to No reference. Therefore, the Xian Yi Dai spends a lot of energy in the process of creating this pattern. From the creative to the final product, also took seven or eight months. At present, including production lines, there are two hundred or three hundred people serving in Spakeys this new brand, financial resources have been invested in tens of millions.

Hongjong admits, this and Cang Jing empty cooperation is the ingredient of speculation, but "hype is just one of the points, we have to convey things, or not stand foot."

Old bottles of new wine?

Founded in 1997, and most of Guangdong's manufacturing-type enterprises, the first to do is export, 2010 years before the official exerting force on the domestic market. The first sales strategy is to line up the two-track online.

At present, in addition to the new brand Spakeys, there are "Xian Yi dai", "Fairy Yi dai".

He's doing a massive renovation and construction. The object is not only the new office building of Xian Yi Dai and the whole logistics center next to it, more important is his these brands.

Xian Yi Dai Existing product pattern is divided into three layers: light luxury, high-end and public. Light Luxury is Spakeys, a set of thousands of underwear, and the public "fairy to Dai", the price is only dozens of yuan. Of course, he stressed that prices do not determine quality, but only a different configuration. "You see, so is the car." "For different brands, Xian Yi Dai to adopt a different business model."

For example, Spakeys now breaks through social networks, and sales channels are mainly through microblogs and micro-letters. But will certainly broaden, Ding revealed, and the day Cat Mall and Jingdong Mall are talking, is expected to soon online shop.

Helping Europe's top brands is also a learning process. Hongjong said that at that time to help European enterprises foundry, a set sold to them is dozens of dollars, but they sell more than 300 euros in Europe. "10 times the price, why can sell so expensive?" "He saw the importance of the brand, and can sell more than 300 euros underwear brand is gradually build accumulation."

"Foreigners do a brand, how many generations are doing, while in China, 34 to make a brand, market share is still very large." This makes the Europeans feel incredible. "From the Europeans, Hongjong learned patience," he said.

Despite last year's listing in new Sanbanxi, the annual report looks unattractive. The 2013 annual report of Xian-Dai showed that the company's net profit from 2012 to 40.32 million yuan to 2013 years of 22.82 million yuan. One of the main reasons is the substantial increase in sales costs. The total cost of sales in 2013 amounted to $29.78 million, an increase of $11.84 million over 2012, up 66.02%.

And a lot of sales cost of smashing into also very effective. According to the annual report, Xian Yi Dai's main business income from 2012 growth of 77.76 million yuan to 2013 117.88 million yuan, an increase of 51.59%.

Wen/Lan Zhixin