Interview with Zhu Bin, Yishou Zhiwu
I like to touch the socks, this is really rare. Zhu Bin, the founder of the Sasuke House, who spent most of his life focusing on observing women, was equally unambiguous when observing men. No matter who he meets, he can't control the impulse to touch each other's socks. Once touched, he found that the cotton content of the other socks was not high, he would involuntarily ask: "How do you wear such socks?"
How do you wear such socks?
After listening to the above story, everyone may be curious about seeing the founder of the Sasuke House.
A Shandong big man? A person who knows a woman very well? A person who started his business in his 30s? Chairman of the hotel?
I can hear him often saying, "Don't call my chairman, call me the founder!" He doesn't like the name of the chairman. Obviously, this special founder seems to have a more consistent position.
Of course, besides being a special hobby, serious and rigorous, this is his first impression left to everyone.
But the impression on the other hand is: a person who likes to touch other people's socks.
For example, everyone is still talking about industry, products and development. The next second, he is already at your feet, touching your socks and asking: "How do you wear such socks?"
For Zhu Bin, who is used to wearing 100% cotton socks in Sakaiya, it is impossible to understand why everyone wears socks with nylon.
“Wearing cotton socks or nylon socks? It can reflect a person’s quality of life.â€
After talking with him, he discovered that he was very delicate except for rigor.
The interview officially started
The secret of 5 stores in 5 years
At present, the development of the textile industry is mainly reflected in the following two aspects:
1. The economic situation of the textile industry has risen steadily. In 2015, the textile industry's revenue reached 4.02 trillion yuan, a year-on-year increase of 5.5%.
2. The number of enterprises in the industry plummeted 32.3% to 22,500 in 2011. By 2015, it will be further reduced to around 20,000. A large number of small businesses have been merged or closed down because of the high cost of maintaining them.
"Under such a large environment, the Sasuke House has turned against the market, and it has expanded to more than 600 stores in just five years. What is the reason?"
1. Do user insight first, then do product development
Traditional enterprises are first produced and then promoted.
"5 years ago, most of China's marketing used 4P theory, first to produce products, and then let consumers know and buy through price, promotion, channels, etc.
The shacks are not the same. The first is to start from the needs of users, to conduct research and research, and then to develop and produce products.
“At the beginning of the business of Sakaeya, we spent a lot of time and energy on researching consumers. According to different consumer desires and needs, different purchasing behaviors and buying habits to segment the market, and then targeted products. R&D."
2. Accurately locate subdivided categories to fill domestic gaps
In the in-depth study of the Chinese market, the hotel has found that there is a lack of good brands in the socks and home furnishing market, which cannot meet the consumption needs of existing young people for intimate clothing. Not only that, most socks can only be selected in supermarkets or Street-side stores are buying, the consumption experience is poor, the selectivity is low, and the quality is uneven. Therefore, at the beginning of the establishment of the woven house, the woven house has been identified as the “different, light fashion lifestyle†brand differentiation. Product research and development, integration of domestic and foreign resources, the purpose is to provide Chinese youth with a truly green, environmentally friendly, comfortable body dress feeling. At the same time, the company's products have obtained more than a dozen national patents, which have been recognized by most people.
3. Open a one-stop shop for intimate clothing
“Our first store opened in the shopping center and used a collection store. This is because we observed that the shops in the market sell too many items, some only sell socks, and some only sell underwear. Some only sell home clothes, and if customers want to freely choose a variety of goods, they need to go back and forth between the stores, which is very low.
In addition, single-category stores have obvious peak seasons. For example, in summer, underwear sales are high, while socks are slow-moving.
Behind these issues are business opportunities. Therefore, we have created a one-stop shop for the collection of socks, underwear, and home clothes, and it has become a hit. â€
Because of the three points of user insight, precise positioning, and collection of stores, the hotel can expand to 600 stores in just five years when the overall economic situation of the textile industry is not tight.
"By 2019, our offline stores can be expanded to 1,000, and online sales can reach 200 million." In the future, Zhu Bin is full of confidence.
Uncomfortable, I have to touch it before I count it.
"A pair of socks can be said to be good, I know when I touch it. If you have tried the Hanzhiwu muscle cotton socks, then you don't want to wear any other socks anymore!"
Muscle cotton socks are the first 100% cotton socks in the industry, which is the first in the industry. It is also the main product of the future woven house.
"Buy natural cotton products, it can be said that it is a kind of cotton complex unique to the Chinese." Just like a brand that uses cotton products as its main brand, a paper towel made of cotton accounts for about 15% of sales. But the real cotton socks are almost non-existent in China. Many fake and shoddy products are under the banner of cotton, but in fact they are mostly cotton yarn + nylon structure, the cotton content is less than 75%.
“We have been researching cotton technology for many years, and we have successfully developed and applied for national patents. The slim cotton products of Hanzhiwu are very comfortable to wear, which is equivalent to your second skin.†This is what Yasuya has been advocating. Parental. Light fashion 'brand concept.
"Ordinary cotton yarn elasticity is very small. In order to make the cotton socks elastic, we use high-elastic long-staple cotton and wrap the ultra-fine spandex in the cotton. The spandex yarn is about one-tenth of the hair. Only 2% of the total material, the skin is not in contact. So the muscle cotton socks are comfortable to wear, but also elastic." Zhu Bin while speaking, both hands pull the socks to the sides, showing the elasticity of the muscle cotton socks.
Socks are good, you will know when you come to smell
"If you think that the socks are not good, you can go and smell it yourself!" Zhu Bin is very confident about this.
Among the textile products, the material of cotton is a technical level, and it does not produce odor, is not easy to discolor, easy to absorb sweat, and easy to dry, and other characteristics are directly felt by consumers.
Zhu Bin pointed to a row of socks placed in front of him and continued to explain in depth: "The cotton content of cotton socks on the market is almost 40-75%. The nylon material is prone to odor when it comes to sweating human skin. The latest cotton socks from Sakae House have a cotton content of 98.5%-100%. The fabric does not contain nylon, and it has the characteristics of breathable and skin-friendly. It is not easy to produce odor after long-term wear."
After the 95s, the light body fashion you must understand
What is planning? Planning is in a sense to control change.
The whole world is constantly changing, and the definition of young people is constantly changing. From the 80s to the 95s, the young people five years ago and the young people five years later are not the same.
During these five years, Zhu Bin, the founder of Sakaeya, did not relax his understanding of this group of young people.
“Traditional young people’s views are more secretive, and now they are pursuing free and unrestrained, highly personalized, and have a strong self-spirit. For example, we have a sock with ten colors that match the color of different young people. The pursuit, so every color is selling very well.
In the sale of the woven house, it was not smooth sailing.
“In the beginning, we had a Japanese-style lace bra with a steel ring and it failed.†The founder of the Sasuke House talked about it and smiled helplessly: “Young consumers get rid of the bondage and want to be different. The steel ring bra has long been abandoned by them. They are now pursuing health and pursuing the liberation of the body and mind. So we are more and more focused on the product, focusing on the attributes of the consumer."
At present, the bra products of the woven house in Osaka are only made of non-marking and non-steel products. The bra has now become the fist product of the woven house. Spring and summer bras sold the best, while in the spring, bra sales were up to 35% of total sales. Summer boat socks, autumn and winter honey and pantyhose are also very popular.
“The main consumer groups of the shacks are 18-28 year old fashion women (mental age), and we need to know what they are thinking.â€
Everything we do is to satisfy customers.
Finally, let's talk about women.
Women are fickle, and to keep up with their rhythm, the shacks need to be constantly changing.
“We joined hands with Mr. Xi Qiantaro, a senior commodity MD expert in Japan (coaching MUJI, TOMMY HILFIGER, ZARA, Franc franc, point, etc.) to introduce Japanese commodity MD management and planning, and promote the establishment of a flexible supply chain system. Demand information, quickly provide new products, guarantee the terminal's latest product combination advantages, and integrate a competitive and fast product support system."
“Sakae House has more than 50 professional designers in the Shanghai Design Department, Seoul Design Department and Tokyo Design Department. More than 300 new products are launched every month. All this is to satisfy the 18-28 year old fashion women. Intimate clothing consumption needs!"
In order to make customers feel more comfortable, Sakaeya ​​emphasizes the use of eco-friendly fabrics and follows the concept of “feeling design†– providing consumers with value-for-money fabrics.
Different shacks, teach you how to play young people
In just 5 years, the number of stores under the Hankyu House has increased to 600, and the speed of development is amazing. But there will be no one in the market, no one in the market can be the king of eternal.
For Sakai House, it is only by grasping the consumption habits of young people, launching products that are in line with the psychology of young people, and playing more new tricks to better cope with the challenges ahead. No matter the wind and the clouds, always stand proud.
After reading this interview, you may feel that the founder of Sakaiya is a serious founder, a thoughtful founder, and a founder with decisiveness. But this is not enough. He will tell you with practical actions that he is a founder who will play! Sakae House is a brand that will play!
On July 29th, Beijing Xidan Joy City, the new fourth-generation image store of Sakaiyaya opened, let you see the young people's play! Cute cute girl, sexy girl is nothing, socks and underwear flying, Taiwan 8th roundabout Double flight. But not everyone has it, you have to come to grab it yourself!
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