Still worrying about underwear? Oxygen Bra Save YOU!

Perhaps many urban women will encounter such confusion: in a dazzling range of underwear counters can not find the right one, and some because it is not clear that their breasts for 1/2 cups or 3/4 cups, and some want to pick some fresh, stimulating style, But found that the style of the counter and one months ago when shopping to see no difference.

In response to this pain point for users, Oxygen Bra founder Xu Deini and her team have launched a app--"oxygen bra" for lingerie recommendations for women.

The oxygen bra is the way to flow through the waterfall, and then the recommended lingerie pictures are presented in magazine style. Each recommendation is paired with a variety of topics such as appointments, holidays, jobs, bad girls, and covers Forever21, h&m, Oysho, Eve's temptation and other brands ranging from dozens of to hundreds of yuan.

In addition, the use of oxygen in the "Magic mirror" function can also help girls to solve the problem of bra: the user by taking photos of their own, and then the image of the underwear in the picture to aim at their chest, so as to achieve the effect of trial wear.

Xu Deini Introduction, oxygen bra recommended underwear by the team of buyers and editors to complete, also absorbed in New Zealand, New York and other overseas part-time buyers, "they choose underwear is very good, will regularly visit foreign lingerie sites and stores, and then the photos and samples returned, after we tried to wear and then recommended to the user."

The 5 members of the oxygen bra had served on the street. Earlier in the street, Xu Deini a tourism-sharing community "grunt fish" in early 2012, combining all the online travel counseling and social networking to show tourist attractions, hotels around attractions, snacks, and Pinterest waterfall streams.

"There were 14 people in the group, most of them technically, because there was some conflict with the idea of the parent company after the product came out, so I went to the street and did 1.5 of the product director," he said. "As the street in the direction of the beginning of the change to the electricity quotient, coupled with team experience has accumulated almost, Xu Deini chose to leave, and start again."

Talk about the future, Xu Deini said, oxygen bra will also be connected to the electricity quotient, through the purchase, storage, logistics and other links.

Why do oxygen bra?

Xu Deini's mother in Japan for decades of traditional lingerie designers, oxygen bra creative and mother's career is not unrelated.

Xu Deini very early notice such a trend, namely the traditional underwear brand gradually become deserted, style "thousand years unchanged", difficult to meet the fresh feeling of girls. But like H&m, Forever21, Oysho such brand underwear counter, because the style update frequency fast, the price is relatively cheap, always can gather a lot of popularity.

So Xu Deini wanted to fill this vacancy with an online product. In Xu Deini's view, it is the most simple and effective way to introduce underwear styles abroad, "such as Zara's Oysho, which is cheap, updated and fast, there are many underwear brands abroad, but in the domestic because of the cost limit only one, so can be achieved by online way." ”

How to handle investors?

Oxygen bra Last December received a purple-FAI, Preangel, such as millions of Yuan Angel investment, Xu Deini with "more bumpy" to describe the financing process.

At first there was no molding products, Xu Deini can only rely on a paper plan to find investors talk, but investors give feedback is that the underwear category is too small.

Eventually, the data persuaded investors. Underwear sales in all categories of Taobao ranked 20th, verify that it has a stable market size, investment can be discussed.

Although the product is relatively small, but the number of users Xu Deini not worry. "Underwear, although belonging to the minority commodities, but its role is from just need to change the fashion accessories, updated frequency, coupled with the Chinese female population base is large, the market is still very large." ”

Not taking the community route.

Female applications such as aunt, grapefruit and so on from the tool attribute to the Community transformation, but Xu Deini said oxygen bra will not do in the product UGC.

In her view, the UGC content of the above products and the product itself is slightly alienated, content producers are not the real fans of the product, this is not Xu Deini heart of the idealized community. "Oxygen bra or stick to go up the recommended route, community will be through the Instagram, micro-bo and micro-letter and other channels."

The future direction is the electric business

Oxygen Bra First edition underwear recommended only, the future will be a step-by-step test hydro-electric, try to get through the purchase, storage, logistics and other links, Xu Deini told Tencent Technology.

Xu Deini Frankly, began to worry about their choice of underwear can be accepted by users, because the chosen style is rarely seen in the mall, "but after the online found acceptance is good, although the number of users are not many, but everyone is asking how to buy, so next will be connected to the electricity quotient." Xu Deini said the new version will be online before the Tanabata.

In Xu Deini's view, the traditional underwear industry is a "car", the process is very slow industry, mainly because the underwear is very sensitive to size, from sample design, mass production and shop into the store, often takes several months. In addition, the subsequent user experience has no data records, it is difficult to predict which products sell well, leading to serious inventory problems. "And we are starting from the consumer level, the supply chain back to see what consumers need to order." ”

In addition, oxygen bra and underwear brand cooperation, "we will go to talk about foreign brands agent, Price in 200 to 500 yuan." ”