SOCKS can be described as ancient history. Women of ancient Rome in the feet and legs wrapped in lace, made the original socks-and leg warmers; became popular in Europe in the middle ages this "sock", but using cloth instead of a cord; by the year 1598, United Kingdom can produce fine hosiery knitting machines appeared. Until 1860 socks started industrial production. In short, after thousands of years of evolution, socks for this style of development.
Until now, people's style of socks has been granted, socks, estimated body wants to give it money is a piece of cloth, but there are two entrepreneurial young men invariably chose to sell socks. For the purposes of this story's two main characters, sock in their business, just as iPhone products and Apple's significance for the explosion.
Two have one thing in common, it is claimed to "create the ultimate sock", plus the Internet thought this sauce, not just sell socks, and feelings attached to a sell.
"A culture to have a job to make a living. "License to us. Licensed brand called socks Uni-form Socks, he has a "sock" nickname came from his girlfriend (spoilers, this girl is a TI Press author Center had opened in TI media # my boyfriend started the # column, nickname of Mr socks by the idealism do a pair of socks this story spread like wildfire. )
Licensing is a self-proclaimed "are nothing but writing does not" Wen Qing, graduated from the Journalism Department of Fudan University, journalism is always a bit nosy. Socks not only nosy and poor pay attention – in the streets every time he looks in a suit in black leather shoes with a pair of white socks who, or sitting in the high-end atmosphere of the hotel is the watong revealing a shank of the men long enough, he will have a strong desire to improve.
"Get rid of all the mismatches" permission to do a pair of business men can wear socks.
Just started working on sock he found, select suits and socks as the number of items to facilitate: socks low education costs in the market; SKU less convenient manage inventory. Because the category single, is perfectly possible in technology and quality. Taking into account the above three points, coupled with big profit space, materials and clothing market channel ecological improve, licensing began to be his best man socks in the first paragraph.
He told TI media, sock project funding is part of the savings, with some borrowed money and has been there ever since the introduction of venture, eventually he determined not to venture ideas. After the decision, he resigned serving directly from the media, began to test in person and contact suppliers, license eventually found a supplier of long-staple cotton in Xinjiang, step by step to determine an ideal spinning mills, yarn dyeing and printing factory production lines.
License to do socks similar to the way an Internet product, he gave the first volume production of socks known as Beta 1 (beta version), price 59. Was originally sold through your circle of friends, sales records, was "less than 2 hours, 100 pairs of socks sold out." He began to realize that word of power, after which permission opened a tiny shop, large numbers of fans from micro-credit. In his tiny shop now for sale with version 1.0 (see above), thin and 2.0 Beta three socks, full net sales total of 800 pairs.
In addition to online retail platform, licensing also tried his hand at business partnership-through embroidery Company Logo embroidered on the socks as gifts. Though clearances have launched new business items, socks has been quiet in the micro shop selling, from licensing team's cabin flew into men's shoes.
At present, the sock business license is not business, his new team is doing to build a dedicated list of recommended Web sites--. The story continues.
Talk about the second man, sock museum founder Zhu Cheng.
Zhu Cheng complex of socks for a long time, growth in business family, he sells socks on the College business is too small, "with a single tail to sell"; later Zhu Cheng used vacation time, Jiangyin, Jiangsu sold socks from Beijing. After graduation, he took a start you can sell Fund, built starting in a sock factory. "The first team of only 6 people, mainly to various brands of socks", he said. This is a typical businessman of Jiangsu and Zhejiang.
From 2007 to 2010, Zhu Cheng socks do 3.5 million pairs, machine development from 6 to 60, but it still wasn't enough, because "If the first sock, maybe efforts a decade behind several Giants for socks in China, if the sock brand first, we spent another ten years, 20 years to catch up with Asia, Japan, and Korea, and Taiwan brand high. "
Even more interesting is that in addition to buying socks, sock complex of Zhu Cheng led him to simply establish a Museum of socks, in his home town of Jiangyin City, Jiangsu Province. Through the Museum, Zhu Cheng met some sock brands, see socks brand in China after a lack of in the Exchange, Zhu Cheng decided and his five-person team thinking via the Internet to launch new product, create the Internet's first sock.
Why do socks? Zhu Cheng repeatedly asked this question.
He said that because so few real cheap socks on the market--this license coincides with Mr socks. Zhu Cheng after a survey found, several socks, quality socks and more than 10 blocks, are not very good; the pursuit of quality can go to the mall to buy dozens of hundreds of socks or, but a bit expensive. Stockings snag, stalls and the waist too much problems, many consumers (like his mother) chose to Japan when shopping. Therefore, Zhu Cheng found in China is excess capacity in the manufacturing sector, but very cost-effective products fall far short. Zhu Cheng started again after two trips to Japan and finally found Japan partners with producer.
Foundation male and female socks stockings do come out, Zhu Cheng not to set the price too low, so easy to control costs under the request of lower quality. But not too high, you also need to start from the mouth, into the market. Finally cut a pair of men's socks for men socks 19.9 Yuan, 29.9 Yuan a pair of women's socks, his mother became his first loyal customers. Mobile phone photo camera imaging performance
Because Beijing Internet startup is very hot, Zhu Cheng choice held its first show at 798. After that, micro-store business was a small peak. Launches in the past half a month, his socks in your circle of friends as the spread of the virus. In his own circle of friends wrote:
I'm sick of that kind of scalping, sports, even violence exaggerated marketing operations, traffic data is great, end of the platform to make a whole. Last year, I cut off all the homogenization of products and Japan companies doing two versions of ultimate sock, on-line to all orders are now coming from users recommend! early seed users accumulate a bit slow, but I do feel at ease, have never been so refreshing! "
Two socks basically represent two types of small is beautiful, "derivative" business forms, whether Wen Qing is a businessman, the Internet gives them equal opportunities. Comparatively, Yun Guan Zhu Cheng, socks a little rich little, except micro-markets, the socks cloud Pavilion official website, Jingdong, dangdang and Taobao platforms. But the pursuit of the ultimate product, product grinding to a pair of socks, "not until" the perfectionism of the two neck and neck.
Starting from a small demand, manufacturing a single product, and ultimately establish their own commercial brand, in this day and age becomes more feasible.
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