Success In Selling Men's Underwear

Long curly hair naturally spreads over the shoulders, white dress and red hair band, 26 years old.

Sitting in front of the China Youth Daily reporter said: "I like to study dressing, so right.

Interested in selling clothes is also very interested. "

Founded by Emperor Ling Yuhui and Mdt InfoTech Ltd, its professional underwear sales website "underwear Empire", the main men's underwear, plus the sale of solid shops and special sales, reached 2 million yuan last year.

After graduating from Fudan University, Ling Yu's roommate went to a prestigious school in England. He did a jewelry business and found a stable job in a bank in Shanghai.

When he chose to start selling clothes, Ling Yuhui was once thrown cold with the father of a businessman. However, "now my father has changed my view. Although profits are not as high as him, my sales are bigger than his."

"Our family has a tradition of doing business, Grandpa and dad are businessmen."

When Ling Yuhui was young, her father taught her that "girls should be gentle and virtuous, and do housework". So, "wash a bowl of 5 cents, drag a floor dollar, are all marked price", which made Ling Yuhui very economical minded from an early age.

When I was in junior high school, my father and the Taiwanese opened a garment factory, and Ling Yuhui began to be influenced by it.

Because Fudan University has a more flexible credit system. Ling Yuhui took many courses in freshmen and sophomores, read many books, and made many part-time jobs to earn money. After entering the University, he did not rely on his parents. He worked well enough to spend his own money.

Recalling this experience, Ling Yuhui smiled: "the students around me also have jobs, but they are not as desperate as I am."

When he was a sophomore, Ling Yuhui met a teacher at a language training school outside school. He liked to study clothes as much as I did. Later, the teacher became Ling Yuhui's first partner.

In the third year, there was plenty of spare time. Lingyu began to try to run on the agent BBS of Fudan. "I liked playing badminton very much and sold a brand of badminton shirt."

In an intercollegiate badminton competition, Ling Yuhui sponsored Fudan University's school team and sent one to everyone.

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When the Fudan University team and Tongji University team played, both sides were foolish: the jerseys on both sides were exactly the same. The partners had just sold a batch of badminton shirts to the Tongji University team.

Later, two people opened a shop in the North District of Fudan University to provide a professional rental for students who went out for internship.

Ling Yuhui didn't want to make money. Later, he found that he managed well, and the return on investment in the first year reached one hundred percent.

Ling Yuhui's performance is very inspiring. Her grand plan is: "to be a physical store, we must have our own brand and spread it all over the country."

At this point, however, Ling Yuhui encountered the first hurdle in his career: the departure of partners.

At this time, she was frustrated to find that in the past year, "I am not the leader, but the executor, the strategy is the teacher is doing", the company's operation suddenly lost its way.

When graduation, she had to consider her future and found a job in a company.

The family advised her to give up her business, but Ling Yuhui didn't want to give up: "when I went to work, I told the boss of the company clearly that I had another career. They were very supportive.

Because the boss is also Fudan graduate, used to come to our physical store shopping, you have a very good relationship.

After working for some time, Ling Yu Hui listened to a senior school student introducing the Shanghai University Science and technology venture fund - "Angel Fund".

She decided to apply and devote herself to entrepreneurship.

Set up a project team, one is Fudan entity shop manager classmate, one is graduated from Tongji, cooperation with sportswear agent high school classmate, 3 girls with a "underwear Empire" project launched, "at that time did not consider members personality complementary what, think you want to make this thing done, do together."

From the beginning of University experience, unique entrepreneurial projects, highly personalized team, "underwear Empire" has been favored by the "Angel Fund" judges.

In May 2007, Ling Yu Hui applied for the "Angel Fund" successfully. "Underwear Empire" was still an idea and began to operate in October.

Because the funds applied to the government were supported by schools, family concerns were also eliminated.

In March 2008, Ling Yu Hui's company officially entered the Yangpu science and technology incubation base, ending the nearly one year of family business.

"There are a lot of support in the park, and here are the students who come out to start their own business. The atmosphere is as warm as family.

Because an entrepreneur is very lonely, the pressure is very great, there will be a feeling of mutual support on this side.

In 2005, a campus store was opened. In 2006, it tried to open a shop on Taobao. Ling Yuhui was interested in B2C e-commerce mode. "Graduation thesis has done e-commerce and taxation. I feel that the government will not levy taxes in order to encourage e-business in the near future. This mode has a bright future in 5~10, and it will be a blue sea by individuals."

The industry insiders gave them a lot of guidance: "they think that the underwear industry may have a relatively big room for improvement in China, because relatively immature development has many opportunities."

Combined with two aspects of information, Lingyu produced the idea of putting underwear on the Internet platform, and trying to wear men's underwear with low requirements and convenient pportation became the first choice. "No one is doing it," and the discovery of the market's blank space gave the underwear empire a lot of space.

But it is difficult to turn the idea into reality: "it is a very difficult decision for a brand to give you the right to operate the network. In addition to the cost concerns, on the other hand, because there are many fake products and counterfeit products on the Internet, it is very difficult to explain the true and false to the customers."

How to get the brand to enter? The partner of the original company helped her to introduce some brands. Ling Yuhui also used his connections during his costume to win the brand that he had done during the University sale. "We may feel that several of our partners are good and trustworthy, so let's try."

Ling Yuhui and her team's major event this year is to build their own brand. This is also the dream she had when she was acting on campus.

Different from that time, there are more realistic considerations on the entrepreneurial battlefield: "what is more difficult is that we are not professionals, but the basic knowledge of clothing design and clothing is very lacking.

We are now starting to recruit designers, and we want to start building brand names this year, named after my English name.

She has revealed that some products have been developed according to the needs of the market, including underwear and clothing, underwear for men, and clothing for women.

Ling Yuhui is not very satisfied with her status at the moment. She is also in the distress of a businessman: the sales volume is still far away from this year's goal. She has been trying to figure out ways to increase her sales volume by thinking about innovation and thinking more.