Oxygen: A woman wants to be happy want this piece Sexybra

Article | DEMO8 Nani like a French woman, the courage to express the oxygen founder Daini just came back from Paris underwear exhibition, is full of ideas about Paris, about underwear. French women in the winter also like to show a small cut in black silk legs, a thin layer, cold to half dead also to show their legs. Like makeup, especially red lips. The same is true for middle-aged and elderly women. "Daini seems to be describing a scene in a French movie, and the whole discourse reveals uninhibited individuality and romance. "I hope that in the country, women can also live a little courage, willful little, happy little." "French women have small breasts, but they also wear thin cups, do not think to squeeze, not be framed in other people's preferences, the pursuit of their favorite way, and in the domestic many girls do not squeeze there is no sense of security, they will want to buy a lot of adjustment and functional underwear, we do not sell this now. "This idealistic CEO seems to be not just selling a piece of bra, but directing a new way of life for women," he said. and Daini chat, feel her heart lit a lamp, the size of light, irradiation range, location is very clear, and the oxygen of the ship is methodically open the past. Embrace ambition, do more things Daini most start selling underwear motivation is because the domestic underwear is too ugly, many girls do not understand, also not too much attention to underwear. Another aspect, the underwear industry is very closed, but also use the way of indigenous steelmaking-six months ahead of the design of the next year of things, provided to the manufacturers to finish, and then sold to the shop inside. "The whole process is very difficult to know where the guests like, why this sell good, that bad." The entire industry inventory is very serious, inventory accumulated to 50% a brand fell. Internet means can be completely reversed, according to user needs management design, production and sales. "These reasons prompted Daini to want to do something about underwear. The oxygen web side now only offers browsing capabilities, and the user experience looks like flipping through a lingerie magazine; App's slogan wrote "An app that concentrates on lingerie," but in fact the business has been broadened to the power quotient. But the oxygen does not adopt the beautiful said pattern--the product appears in the form of the magazine, the purchase diversion to Taobao. Because the oxygen recommended all foreign brands to Europe and the United States, if the same as the diversion of the way to let users to foreign official online to place orders will be a great damage to the user experience. Oxygen now Although the app shows the order of delivery in the form of orders, but Daini told me that in fact each recommended underwear will have small quantities of inventory, the next day will be able to ship to users immediately. User experience has become better, oxygen is not inventory pressure, their first purchase average of 50 pieces per paragraph, and then according to the next day the user point of Praise, the popular underwear immediately after the list. Oxygen does not hit the price war, only through the scene and story, reached 40% of the monthly retention rate. Now the customer unit price is more than 300 yuan, the gross profit can reach 50%, the day single 50 or so, the best time can reach 100 single. "You can feed yourself in 100 single, but we are still pulling the money because there are more meaningful things to do. "Daini said. In addition to selling bra, in the Oxygen app, every day to see the story of the people, this and oxygen deep-seated goal is the same-they do let girls see after the psychological emotional can be released things, let people happy things. Let the user see the small warm story, see fresh oneself, wear up mood, have a happy date and travel, more concerned about their health and stature, are their goal. And the body of management, and boyfriend husband's gender topics, weight loss exercise, collocation, and so on other private and positive energy topics can become the next development of oxygen. Use the recommended products into the topic, "Electric Business + topic" model, is the oxygen is to promote consumption upgrades. "90% of the domestic consumption is in the discount, while the foreign 30% are in the new product launch, the current domestic consumer prices or the dominant factor, but there will always be a change in the pursuit of consumers can upgrade." "In the future, the oxygen will also have the male channel, recommend the boy sends the girlfriend the gift, satisfies the customer service mail the male user request to recommend those requests." Online selling bra, can also do a good job of user experience oxygen from the online has been trying to improve the user experience. Each recommended product oxygen team will first try on their own, finishing good chest-type experience and then shelves to customers. In order to meet the user after the "Buy and buy" demand, the entire chain of services, oxygen November began to do electricity merchants, recruit overseas to buy hands. Daini also talked about many brands of cooperation in the Paris exhibition. Foreign designers are very interested in the domestic market, but before the foreign brands do offline sales and publicity are very uncontrollable, in particular, did not stay in the shop alone opened the store, consumers are more difficult to believe that oxygen just provides a window, and in the oxygen on each of the underwear display is done very beautiful, designers are very satisfied. In addition, Daini gave them oxygen "magic mirror" (try on the function), said how to operate, collect consumer information and so on, the designer of oxygen more optimistic. How to solve the problem? Oxygen is currently using the telephone conversation, some users will come to try to wear, for the first time to buy users will provide some tutorials. "Currently access to the user base in this area is not a problem, are more experienced, will match, not too will wear, do not know their size, at present relatively few." "Daini said," Now offline underwear sales more famous urban beauty provides a better line to try and guide the service, after the oxygen will also open out of the experience shop. "Offline experience is necessary. Many domestic buyers recommend a lot of bra girls are afraid to try, before contact with little or no contact with the brand also dare not buy, but online, they can be a try, a lot of people will try a lot, and then buy back a lot of pieces. "In the experience shop, there will be coffee chocolate, a variety of additional experience, welcome to see with friends, every time to try a more than 10 pieces, and then clear to buy the brand." The first time a user can choose aSeries of underwear sent home trial, the Japanese European system, soft cup of hard cup, small brand designers, can be tried, do not like to send back. This enhances the user's experience, both sides also have records, for each user what to wear, cup size, soft and hard models, systematic collation information, easy to recommend later. "Believe in yourself, stick to your attitude" when the oxygen was just beginning to do, there were also a lot of sharp voices, touching some walls. "Some friends know that we do underwear, see our UI Spit small fresh, too light, black and white gray tone of the tone of the user's appetite, feel that selling underwear design to be sexy." Daini recalls. In addition to design, it is difficult to find investors at first. In Daini Angel Round saw 30 several investors, many people picky underwear market small. Daini has been trying to prove to them that the market is not small. In the eyes of foreign girls, bras and other clothing indistinguishable, is also a part of fashion. They often visit lingerie stores and change their regular. In the New York department store in Paris, such as the most famous of the Lafayette and Spring department stores, the second floor is a layer of underwear. The domestic underwear market obviously still has a lot of development space, it turns out to be so. "Now our investors are surprised that we are going to a round so soon." Our products are more than one or two lines of the city of the girls have ideas, after reading the more sympathetic. We can do a lot of high margin services, we shipped with Shun Fung, and free shipping. "In addition, some investors pressured the oxygen products to do free chatting with the female community, improve the daily life, spread the money." "We will never do UGC, do every day to discuss the husband, mother-in-law, son of the community, at present absolutely not, and will not be disorderly push, the people who are not the same as our retained users, but counterproductive." "Drainage, growth; team, very fierce Daini in early 2014 began to have the idea of oxygen, the product was finally online in June. Just online version can only browse, not too many details, can not buy. This is also daini to the product test, the user likes the underwear style and the presentation form understanding. In the promotion of drainage, oxygen is mainly rely on friends. A breakthrough from the micro-bloggers "Cat Power", this 89 born, a graduate of the world's poor girls on Weibo has more than 2 million fans. She is small but the bosom is very plump, buys the underwear often to encounter has the trouble, Daini the friend to look for her. After a number of micro-bloggers follow the turn, oxygen reputation gradually opened. In addition, oxygen is also highly user-converted on one of the same refreshing pies. On line six months time, oxygen already has 20 tens of thousands of user quantity, daily live 10,000, conversion rate 1%, average daily 100 single. Oxygen is currently 9 full-time people, there is a part-time, everyone has a number of jobs, everyone is very hard, but they like to do things. When it comes to team hiring, Daini emphasizes attitudes and feelings. "Talk about it and know that it is not a world person. I hope to have fun in life and be happy for small things. "Oxygen, freshness, vitality, a synonym for healthy living." DainiThe team is like this, her product also as she depicts, full of "oxygen" characteristics, she wants to convey the idea also through a piece of underwear in the domestic voice: women, dare not brave, dare not self-willed, dare not wear this piece sexy Bra.