The commercial logic of Lin: Building big brands from a small point of entry

Wen/Tracy since last November low-key online, the main clothing of their own brand-name Web site Cotton began to sell socks, selling underwear road, not only won the Xiaoping Angel Investment, Cotton also won the support of Jiangnan spring.　　Lin, founder of Victoria Cotton, believes he is moving from a small entry point to a dream of building a big brand. As a former executive of Jinshan Lin, is in and old colleagues Wang Feng chat when the idea of the germination to do socks.　　When the cotton low-key online, Lin through Sina Weibo for the initial marketing attempt, and then he met on micro-blog angel investor Xiaoping, in just 20 minutes after the meeting conversation, Lin got 10 million Yuan Angel investment. More than half a year, Lin made a lot of decisions, such as the category from socks extended to underwear, starting in the audience and other platforms advertising marketing promotion. A group of data about the cotton is: the staff of about 50 people, more than 200 socks varieties, 100-120 Yuan customer unit price.　　Victoria Cotton is in the first round of 30 million dollars in financing, Lin expects that the sales of cotton this year can exceed 100 million yuan.　　Why choose socks such a seemingly unpopular area? Lin's answer is simple: the first demand is very large, the second internet is not well-known brands, the third sock standardization is very strong, in warehousing, logistics, relatively low cost.　　For Lin, in the early start-up resources, funds are relatively few circumstances, a good point of entry is more important, and his dream and vancl such predecessors in line, to do a well-known brand of the Internet.　　This in the cotton into the underwear field appeared, Lin at the time of the slogan is "To do China's CK." The advantage of making an independent brand on the internet is that it can control the cost and profit directly, and do not need to experience the complicated channel, the sales become more light and direct.　　But the biggest challenge is how to build a brand successfully?　　VANCL a series of creative marketing out of a successful road, but also to the later competition of the higher barriers and obstacles, if you want to go beyond the VANCL will need more creative marketing tools, and a more subversive user experience. Lin admits this is a challenge. He believes that if the brand to consumers can not form a monopoly power to buy, it is easy to be overtaken by competitors, other competitors harassment. So Lin used the Internet the most common method-advertising.　　Lin not only to reach strategic cooperation with the audience, will become the focus of LBS products first adopters, but also began to carry out a large number of brand advertising.　　This is also in the industry is questioned a method, opponents believe that the electricity business of this kind of burning money irrational, the most typical of the banner of the Liu is Jingdong Mall CEO. Lin not agree with this statement, "Liu as the industry's predecessor, he is playing his voice right, but sometimes misleading the masses." Jingdong itself should not be advertising, because it is so low profit margins, why to advertise it? It simply does not have the ability to support advertising costs. "Jing DongMall 3C Products 3% of the profit margin has been a headache for investors, which is the reason for its entry into department stores, clothing, books and other fields.　　But own brand this aspect has the innate superiority, because controls the upstream factory, the own brand profit margin usually is 30%-50%. "Now is not the wine is not afraid of the deep alley era." Lin said, "I personally understand that for marketing practices, whether to hit the money or effective marketing, the most important thing is to obtain consumer recognition, first of all to let consumers know who you are, the first step is always to do this thing, rather than to the consumer to obtain orders." Lin's "China CK" career has been the focus of media CEO Jiangnan Spring Strong Support. He not only attended the Conference on cooperation with the cotton, but also with the field media talk about the future of the Internet's own brand. "Lin last time he said he wanted to be a Chinese internet ck, I was very excited, I have been looking forward to the future of China which brands will be created." Jiangnan Spring's view is that E-commerce should not be a low-cost war, the proposed electric business enterprises to enhance the brand premium capacity.　　He personally believes that China can create new brands on the Internet, especially in the field of clothing and cosmetics with strong supply chains, and he will be particularly concerned about these areas. Next Lin also faces many challenges, such as the large number of orders brought by advertising will test the storage platform and logistics capabilities, such as the entire team E-commerce experience is not rich, how to find the right talent. Of course, the biggest challenge will still be the brand, brand awareness, not only to bring loyal users, but also in manufacturing products and suppliers to obtain the right to speak, all this is just the beginning of the cotton.