The underwear brands on the market are full of enthusiasm, but the founder of NEIWAI's internal and external brands, Liu Xiaolu, who is from the underwear family, thinks it is difficult to find a underwear brand that truly pursues from the perspective of women, with the highest level of comfort and respect for the body. . Therefore, "being the most understanding of women's underwear brand" has become the starting point for the creation of NEIWAI inside and outside. In the course of the past four years of development, this initial heart has never wavered.
According to the accurate news: After receiving the Pre-A round of financing from the Real Fund last year, NEIWAI recently won a new round of investment both inside and outside the world - led by Qifu Capital, the real fund and the investment of tens of millions of yuan A round Financing.
Do underwear brands that accompany women's life
NEIWAI was founded in 2012 by Li Jiang and Liu Xiaoyu. Liu Xiaoyu holds a master's degree in finance from the Olin School of Business at the University of Washington and a bachelor's degree from the University of Hong Kong. She has worked in the consulting company responsible for women's consumer goods and luxury brand planning, and these experiences have given her a deep understanding of women's brands. Li Jiang is a cross-border continuous entrepreneur with a Ph.D. in biology from Columbia University in New York. He founded Shangdu Photography in Beijing, providing convenient and innovative portrait photography services with a new concept, and then worked at the world's top management consulting companies. Join the world's largest biopharmaceutical company as a founding team member to participate in the development and implementation of its China strategy.
Xiaoxuan is convinced that underwear as the most recent work of centrifugation is also the most intimate and loyal companion of a woman's life. It is the essence of underwear to open all the flamboyant surfaces.
There is still a story behind the creation of NEIWAI inside and outside. Liu Xiaoyu met an old lady in New York during her studies in the United States. She occasionally chatted about one of her favorite Swiss lingerie brands. She said that the brand accompanied her from 20 to 70 years old. She has been wearing her for nearly 50 years and has been with her for half a century. This has also become a complex of Liu Xiaoying's entrepreneurship: good underwear must accompany women throughout their lives.
Extreme comfort - underwear aesthetics inside and outside NEIWAI
The more traditional the industry, the more innovative opportunities. NEIWAI starts from the segmentation market without steel ring bra, exploring the possibility of aesthetic and functional innovation from the perspectives of fabric, design, craftsmanship and layout structure. In the past four years, the brand has accumulated more than 100,000 high-end women's fans. Most of them have formed consumption habits of repurchasing inside and outside every three months, and the repurchase rate is as high as 40% within half a year. The comfort of products inside and outside NEIWAI is irreplaceable for many women. Women who wear inside and outside will feel that they can no longer wear other underwear. They say: When I don't want to wear underwear, I will wear NEIWAI. Today, NEIWAI has grown into one of the most prestigious rimless brands.
Behind the rimless underwear is the change in self-awareness and fashion aesthetics among young consumers – they increasingly believe that true beauty is freedom, confidence, and ease. They are paying more and more attention to the feelings of themselves, more than others' eyes, and more like the underwear without the natural shape of the steel ring.
For NEIWAI inside and outside, the ultimate comfort = wearing a sense of body, which is also the product difference inside and outside NEIWAI and underwear aesthetics. Whether it is the zero-sensitive daily rimless series launched in spring and summer, the allergy-free cotton material and innovative half-code system, or the latest sports full range of products launched in August, NEIWAIACTIVE, is graded with different strengths, suitable for women's sports wear. NEIWAI has always been committed to designing the most comfortable rimless underwear products, so that more and more Chinese girls can live more confidently and confidently because of inside and outside.
Inside and outside this year
2016 is a year of leapfrog development within and outside NEIWAI.
In March, the zero-sensitive rimless series was launched. Two major innovations: “Imitation of steel ring design†and “half-code systemâ€, allergy-free Cotton Fabrics, which not only maintain the comfortable and unconstrained inside and outside, but also greatly enhance the support and shape, and the concept of fit Pushed a new high in the industry. Since the launch of the new series, the sales volume of each model has exceeded 10,000 pieces; among them, the sales volume of the zero-sensitive and exquisite items has leapt to the third place in the price of Tmall, followed by Uniqlo and Manifin.
In August, the full range of sports products NEIWAIACTIVE was launched. The hand-painted ink-dyed printing from the concept of “昼 and night†breaks through the traditional design style of traditional sports brands, combined with the different sports intensity grading, which is more suitable for the fashion trend of the world's ascendant Atheleisure, making sportswear more suitable. A combination of everyday wear.
In October, moved into SF warehouse. Relying on SF's advanced warehouse management system, the transportation time is shortened by an average of 6-8 hours, the delivery accuracy rate is over 99.99%, and nearly 30,000 orders on the double eleven day are all completed within 2 days.
In November, the sales volume of the double eleventh was nearly 9 times that of the same period of the previous year, and the purchase amount exceeded 12 million yuan.
In December, the NAIWAI Interior and Exterior Design Experience Center, which is located in the center of Shanghai and integrates design, product development, retail and fitness into nearly 1,500 square meters, will be launched soon.
Capital assistance, NEIWAI wants to become an international life aesthetics brand
In an extremely fragmented market, brands must always define their core competencies in their growth. At the same time, how to polish products, build brand awareness and find accurate channels are all challenges to the entrepreneurial team. Throughout the process, the entry of capital is just the right thing to play, and it is also a problem that requires the founders and investors to think together.
The two founders have always believed that product design and development capabilities are the core competitiveness that supports NEIWAI as a world-class brand. NEIWAI has gathered a group of international designers from RCA, FIT and Esmod from the world's top design institutes, and has cooperated with domestic and foreign first-line production suppliers to establish a mature and complete quality control production system. The production team has an average of more than 10 years of management experience in the world's leading apparel companies.
In 2017, NEIWAI will launch an offline strategy in and out. In the first and second tier cities, 15 to 20 brand experience stores will be opened to enhance the connection between brands and consumers. In the future, NEIWAI will want to “comfortable lifeâ€. The concept has been expanded and upgraded from the inside out to an international lifestyle aesthetic brand.
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