The New Generation Of Underwear Entrepreneurs From Scratch: Li Xiang

If time goes back to 5 years ago, or 3 years ago, it is estimated that few people in the lingerie industry know that it is only 5 years ago that it was just established, and 3 years ago, it was in the countdown second years of "three years of no money".

If time passes to one day after 3 years, bran and the other three sister brands will achieve the goal of 100 billion brand names, and the four brands will sell more than 150 million annually.

As for the original "three years no money" plan, it has long been a happy "accident", a perfect "empty talk".

As an industry leader, it is not easy for Pu Lan to rise rapidly in the downturn of the industry.

Its stable sales system is impressive. For example, most partners of prime minister and its sister brands have only represented a bra brand, and few have represented a number of bra brands.

"Our partners regard our brand as a career, and some people regard our brand as a food business," Li Xiang said.

Perhaps because of this, Pu Lan's channel loyalty is quite high, which is also the main reason for its growth in the downturn of the industry.

"Now our province is full, and the next company's main job is to make things bigger."

However, when it comes to how to "make things bigger", Li Xiang did not list the initiatives that the major brands are competing to take, such as the front store backyard, e-commerce micro businesses, such as concept marketing, category expansion and so on.

In fact, he obviously rejected these options.

This reflects his understanding of underwear.

"I am a cosmetics manufacturer. I know how troublesome it is to be a" front yard backyard ", and underwear should be a fast food product in the future, so the introduction of" front yard backyard "should be cautious, Li Xiang said.

He means that the service with too high added value is not suitable for grafting into the underwear that belongs to the fast food products.

"For example, in the US and Europe, a bra sells for 1-3 euros, and Victoria sells fifty dollars in the West. How does this price do" front yard backyard "? But it sells hundreds of thousands of dollars in the country, and the future bra will be a fast food product, just like a mask, Li Xiang added.

In the mobile Internet era, many enterprises and brands will focus on the development of electricity providers, and Li Xiang said that the company will not set foot in the category, nor will it expand the category, concentrate on bras, "marketing is the final product," he said.

Because of the strength of the product, since May this year, Pu Lan Du and sister brand have held more than 90 city search activities, including 50 thousand sets of bra.

But Li Xiang did so only to prove to consumers that "Lan Lan Du" is a product that the people all say well.

However, it is the conclusion of his verification that he has gained recognition from the industry and has made rapid progress in his performance.

"Finding the province is very simple. If we do business with us, if we fail to do a good job, it will be our business, not our province."

In addition, Li Xiang's confidence in himself is also derived from a set of development ideas for partners. "They give me money, and I can give him anything besides giving goods, that's the way of thinking," Li Xiang said.

Born in Baiquan, Heilongjiang, Li Xiang, sixteen, seven years old, has walked out of his home.

Changchun worked hard, from a migrant worker to the boss of a barber shop. Li Xiang spent only 3 years. His experience and success led his contemporaries to set an example.

For Li Xiang, he is destined to have a "changeable" life with higher pursuit, and this is just the beginning of everything.

In 1997, Li Xiang commissioned a hairdresser to take care of the staff and started a beauty salon business. After 1 years of hard work, the beauty salon developed rapidly. During the rush hour, there were millions of dollars in a year. This year, he was just 21 years old. When the wealth was accumulated, a broader vision and way of thinking were regarded as an intangible treasure by Li Xiang.

And the acquisition of two wealth made Li Xiang's life more "changeable".

In 1999, Li Xiang research found that cosmetics were lucrative, so Li Xiang once again "quit", entrusted beauty salons to staff management, took several employees into cosmetics agents, and jumped to become the top agents in Jilin, with annual sales of over 100 million yuan.

Li Xiang is also bound up with his underwear.

In the mid 90s of last century, many beauty salons introduced the underwear of the body, the price was as high as four thousand or five thousand yuan. Li Xiang, a beauty salon, sniffed business opportunities and began to introduce body underwear. However, his introduction was different.

"Other beauty salons will be beautiful.

We sell more than 4000 yuan, and we want to do more than 2000 yuan, so the market does not have the price we want.

It is precisely because they can not find their own products, Li Xiang came to the most concentrated production of underwear in Guangdong, directly to the enterprise to receive goods, and then their own pricing.

In 2003, Li Xiang expanded the scope of underwear management and pformed underwear agency. With the growing underwear business, he gradually retired from the cosmetics industry and concentrated on underwear management.

But this is just a footnote to his "changeable" life, though his underwear agency business can achieve the scale of billions of dollars in one year.

From working in a foreign country to working in barber shops, beauty salons, to cosmetics agents and underwear agents, Li Xiang has achieved the achievement that ordinary people can hardly achieve with his youth.

For Li Xiang, he is still on the way to realize his ideal.

In 2010, Li Xiang started his own first adjusted underwear brand "Pu Lan Du", which was officially launched to the whole country. The establishment of Pu Lan degree marked that he was no longer an underwear agent, but also a brand dealer. Undoubtedly, this is the dream of many agents.

In the same year, another adjustment underwear brand "fiber Warren" also started.

In the underwear industry, it is rare to start two brands within one year, let alone a person who has never been involved in underwear production or brand promotion.

And Li Xiang did not stop. In 2013, the underwear industry had no steel ring fever, and "Jia Zhihua" was born. At the same time, the brand of Klan Teena was held in various provinces in the national market.

It can be said that since 2010, Li Xiang has developed at a rapid pace with the industry's few rhythms. The four brands, under the guidance of Li Xiang, quickly formed the brand matrix, and rapidly emerged. When the vast majority of the brand development in the industry was exhausted, the brand and its sister brands were developing against the trend, and realized the rapid development. In 2014, the sales reached 150 million. Only one brand of Warren Warren achieved about 20000000 sales in the three northeastern provinces.

The pformation from an underwear agent to a brand name came from Li Xiang's "happiness trouble".

Because there is no brand, Li Xiang felt that "a lot of things can not be controlled by himself", especially the stability and quality of the supply control. "For example, when we pick up goods, when we take a large quantity of goods to a certain extent, there are few factories that can support them, and the quality is difficult to control."

For these reasons,

Only then firmly thought that oneself makes the brand, oneself grasps the production, so far, already has the first line production worker more than 800 people.

For the future, Li Xiang is very confident. "In the next three years, the sales volume of the four brands will be over 100 million."

When Li Xiang was on the track of his career journey, his original ideal of "retirement before the age of 38" became less and less.