The elephant steals the division millet to make the condom: did not want to compete with Durex

The real basic functionality has been met many years ago in the industrial era, and now post-industrial users want to really get high. "Financial Weekly reporter Wangxiao Berry/Shanghai Report this year, the adult supplies industry has been the capital concern, after the adult supplies electric dealer Langdaschun announced the completion of the B round of 60 million dollars of financing, Newborn condom brand Elephant "also announced the completion of 5 million U.S. dollars in financing." There is no denying that, whether it is the horse Jia Jia bubble or Liu Kenan of the elephant, this batch of adult products focused on the field of new entrepreneurship are refreshing impact. They are also known to use the Internet thinking "to start a group of people, although internet thinking" has been criticized. Following the successful July last year to get the Taishan brothers 1 million dollars angel investment, the elephant "condom because to do the safety of the world of millet" burst red, whether from marketing or product ideas, elephants are full of millet shadow. But for a new brand, how to compete with foreign established condoms Durex and Okamoto? Compared with the internet, how big is the elephant's imaginary space? Copy millet from the date of birth, the elephant is filled with the shadow of millet. The origin of the elephant and millet from the founder of Liu Kenan, he was a former millet staff, in the millet is responsible for the channel and Millet's home, for the pattern of millet in the chest. It is little known that Liu Kenan worked in Ma Jiajia's team, which laid the groundwork for the decision to make condoms later. Along the path of Millet paved, elephant marketing is a smooth wind. First of all, in the product, the elephant learn millet single product winning "strategy, focus on condoms, and elephants only sell a model of a product--7 only condoms, priced 59 yuan, such as consumers monthly subscription or business-to-business procurement can enjoy a certain discount. In the pursuit of the ultimate road, just as the millet, elephant condoms try to perfect. It is reported that the elephant products from all over the world, spices from Ecuador, lubricants procurement in the Netherlands, latex from Malaysia (the best place to produce latex). The materials were shipped to a Malaysian factory where they were processed. The final condom product was shipped to Tianjin for outer packing. To enhance the user experience, Liu Kenan said that the outer packing box of the elephant product was made of an easily deformed cube shape and handed over to an Apple carton supplier for production. The elephants also put a pack of tallow boxes on their condoms to help users distinguish between the positive and negative sides of condoms at night. At the same time, the elephant sold every product will be given a special wet wipes and fun dice. In addition, the elephant also provides a condom for one year unused and can be used unconditionally to replace new services. Thin "is people's first demand for condoms, Liu Kenan also clearly aware of this. So elephants choose to meet the most important consumer needs first. The current thickness of the elephant condom is consistent with the thinnest 0.03 mm in the market. But it is not easy to say that the elephant is trying to develop the world's thinnest condom in 0.01 millimeters. Financial Weekly reporter access to information found that Japanese condom manufacturers Sagami last year has been pushedOut of the so-called thickness of only 0.01 mm the world's thinnest condom. At the same time, the financial weekly reporter also found that the network has sold Okamoto 0.02 mm and 0.01 mm of condoms. This shows that the elephant in the pursuit of the ultimate product on the road still need continuous improvement. However, in the elephant's official home page, it is also clear that the Elephant 2.0 will be available in mid-June. Step on the Durex as the birth of millet, will be targeted at smart phone King Apple, the elephant is also stepping on the condom industry boss Durex Fast Superior. The main impact strategy of elephants can be described as targeting Durex, and Durex to the dry ", on the one hand, enumerating the Durex several major crimes," on the other hand, the elephant products and Durex core products for a number of dimensions of the comparison, such as positioning, type, packaging, packaging, raw materials and thickness, to highlight its advantages and cost-effective. Its marketing methods mainly through the new media, micro-bo, micro-letter is its marketing powerhouse, even to launch a network play. This culture-oriented approach is also similar to that of millet enthusiasts. Durex, the dominant condom industry, has been occupying a 50%-60% market share. In the eyes of Liu Kenan, Durex in recent years to focus on sales channels and marketing, and ignore the product innovation and services, which gives him opportunities. Standing on the shoulders of millet and Durex, the Elephant fire, the popularity quickly opened. In particular, it did a few things that had never happened in the domestic condom market: Only one model, one product, online sales only, and no distribution mode in any way. The elephant gives me the feeling that it is cheaper to make a brand now than before. One is that this thing itself is very well disseminated, and the second era, social networking, mobile internet spread too fast. So a brand of marketing can be in a very short period of time to achieve a good effect. Although the influence is not so big now, but he is in the young person many people know. In the past, it took a lot of money to get it out. Of course, it also means that competition is getting fiercer and others can easily make a brand. One investor told the Money-week reporter. Valuing the founder's vision as the angel investor of the Elephant, the founding partner of the Taishan Brothers Fund Chen Liang value is Liu Kenan's long-term vision. Liu Kenan that the next era of user experience is completely different from the previous era, products can be done more extreme. Chen Liang told the Financial weekly reporter. After friends introduced, Taishan brothers Chen Liang, cool Bole and Liu Kenan together to eat a meal, at that time the elephant has no specific products, Liu Kenan just will they design product pictures show to Chen Liang, and initially expressed their desire to do a different with the outside of the idea of condoms. At that time Chen Liang listened, very excited, on the spot decided to invest. Today, China has nothing to lack, China's most goods and services have, not the market space problem, is not beyond the problem. The Real foundation function has been met many years ago in the industrial era, and now the post-industrial era users have to really get high. "Chen Liang is not worriedPeace of the whole market space problem, he thought now is to experience as king of the era, the future trend will be the product of high point, is able to really do the user experience, let users surprise things. But as a new brand of condoms, how to compete with the old condoms Durex, Okamoto and so on to occupy most of the market brand? Chen Liang gave the answer is not want to compete with them, we want to do our own ", but the market is the cruelty of this long to disappear. Chen Liang believes that there must be a group of people to pursue quality products, and they have to do is to achieve the ultimate condom, including a single hand open, second to the positive and negative surface, packaging, transportation, the next single experience to enhance the customer experience. In deciding to invest in elephants, the team of Taishan Brothers did not have a hard time with sales and so on, but more value the elephant's products and the interaction with the fans. With the Chen Kenan of the Taishan brothers, the recent announcement of a round of 5 million dollar financing has been confirmed. Financial Weekly reporter also to Chen Liang confirmed the news, but specifically which agencies Chen Liang is not willing to open at this time, but to take into account the founder of the Equity space problem, Taishan a round did not follow the vote. But recently Liu Kenan in a media interview, said the elephant positioning from condoms "to consumer goods," and secretly developed a direct hit pain point of the new product. For Liu Kenan's plan, Chen Liang said he did not know, but now will be a good condom. Any industry has its own barriers, any product its sales channels, the crowd are different. If it is just for the sake of good product and customer experience, do a series of unrelated things, no one can this ability. If the second product has nothing to do with the first product, it feels strange to do so. The investors said. In any case, the emergence of the elephant is not only the Internet industry to the traditional industry challenges and innovation, but also a product and services to upgrade the inevitable trend. But whether elephants like millet, standing in the tuyere, still need time to answer.