Yu Man Textile Co., Ltd. Million Dollars Financing Success, Do Not Do Electric Business Brand.

< p > 2014 is destined to be a frequent action of the electricity supplier.

Following the news of the merger and injection of the electronic business platform, recently, online a href= "//www.sjfzxm.com/news/index_h.asp" > brand "/a" and "Oman home textiles" announced that it was awarded the million dollar level B financing from Haina Asia SIG leader and Yintai capital, and the funds were in place before the Spring Festival.

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Less than P, the company has a high-end home textile brand including Ulman, visa, fintek and visa. It is only a year away from the last A round of financing, and sales increased from about 30000000 yuan in 2012 to 100 million yuan last year.

And in this interview, founder Feng Yi also mentioned that the company has been making profits from the Internet and is a healthy profit.

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< p > 2011, Feng Yi and her husband, who we call him G Jun, founded the home textile of Standford. He graduated from the University of Hong Kong and graduated from the White House in the United States. His experience was very good. He worked as an executive in McKinsey, Ebay, Yahoo, cool 6 and other companies.

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< p > look at the angel investors of uyman home textiles, Xu Xiaoping, founder of real fund, Wu Ying, founder of UT and founder of A8, Liu Xiaosong of angel of Tencent, A of Yintai capital, SIG B, and a big investor in retail.

Feng Yi said, our financing experience is fantastic.

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< p > < strong > financing: the big guys scramble for < /strong > /p >

When p was founded, it was Feng Yi's time to get pregnant.

When she was in confinement, G Jun went out to melt money, and brought back 7 teem sheet a month, and finally they chose 3.

He made an appointment with the three angels and signed an agreement at 10 a.m.

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The night before "P", Mr. G received a phone call from a friend saying that a partner of the real fund was next to him and wanted to speak with him.

Then, there was a rapid voice. "I am Li Zhujie. You must not sign. You have to trust me. You will be waiting for me at 10 tomorrow morning."

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< p > second days, when Li Zhujie gave birth to G Jun in the office, after a passionate persuasion, G decided to suspend the existing Angel agreement.

In this way, Li Zhujie really put the real fund and himself, "add" to the ranks of angel investors in the home of the man.

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Less than P, Wu Ying still has no idea how many shares he owns in the company. Only the recognition of the trust and direction of the two entrepreneurs has determined the investment of angel wheels.

Liu Xiaosong, the fund of the song song foundation, confirmed the investment intention of Yu man in the fund raising stage. Under the condition that the fund was still managed by the bank, he became the first project to be invested in the fund.

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Six months later, Feng Yi made a PPT summary of the development of P and the summary of his work.

Li Zhujie, a partner of the real fund partners, sent Guo Jia, managing partner of Yintai capital, without any thought that the other side was very interested. He immediately asked Feng Yi to have a chat with her husband and wife.

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< p > this chat, 2 hours to determine the intention of investment, after leaving Yintai one hour later, two people received Guo Jia's call. "Do you want to melt money?" Feng Yida, "did not think well, must melt also to row".

The two men finally told Guo Jia that they were ready to melt 5 million dollars, and how much the valuation was.

Guo Jia did not counteroffer, but agreed, "that's settled."

The A round of investment was settled within 3 hours.

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< p > in fact, there is also a A round in the home textile company, which has not been announced by investors.

When reporting the project to LP of the song song foundation, one of the LP saw them in Ming Fang. "I have to vote for you."

This big guy is a famous figure in the retail industry. He is one of the core members of BELLE group in the early days. Later he left BELLE to become a fund for Fang Sheng.

He just took a fancy to the positioning concept of the "man man" home textile as an online retailer, and invested in the man man group in his own name.

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< p > in fact, Yu Mingfang put forward that investment is only a few days away from Guo Jia. The A wheel of the man's home textile is Yintai's capital investment.

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< p > after another year's hard work, the B launched a B round of financing, but after months of communication with dozens of investment companies, he almost gave up the financing plan of the P round.

Because most investors will ask him to scale quickly and so on.

Feng Yi believes that this is contrary to the company's long term intensive cultivation and stable accumulation of brand concept, and in the Internet era seeking speed and scale, this kind of insistence is a kind of heterogeneous and unimaginable.

At that time, Wang Qiong, a partner of Haina Asia SIG, as a small female investment partner, she appreciated and endorsed the brand concept and quality of the retail business, and strongly expressed the willingness of SIG to grow together with the enterprise. In this way, two companies with common sense reached the B round of financing.

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< p > strong > trick: to build a private brand, but not to build a self built channel < /strong > /p >

Why is p less than 3 years old, which can attract such a heavyweight investor? Next, we should talk about dry goods.

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Feng Yi has been asked more than once. How many of your users? How much is the return rate? Feng asked, "do you consider me an electronic commerce channel or a brand?" < /p > p

< p > in fact, the brand of e-commerce is different from that of van gall. From the day of its birth, it has been sold through the whole network B2C channel.

The official website is just a brand display and user experience.

In a word, Feng Yi is in the Internet circle on the surface, but in essence, it is a retail business.

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< p > it is said that the domestic home textile market has a market of 800 billion yuan a year, with a large variety of products, from our familiar bedding and towels to towing a target= "_blank" href= "//www.sjfzxm.com/" > shoes < /a >, rag.

There are more than 3000 SKU in the house.

The concept of home textiles has been pmitted to China from Europe and America for nearly 10 years, and is accepted by the masses. However, the sad thing is that the industry has not caught up with the Internet and the outbreak of e-commerce, and has not even kept pace with the pition from traditional shopping malls to shopping mall.

In short, this is a relatively slow vertical development of the brand.

Feng Yi realized that the opportunity to make the Internet retail brand came.

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< p > on the one hand, the total volume of home textile market is increasing, and personal consumption capacity is rising. On the other hand, the electronic business platform has gone through the chaos of early market, and now it is changing in the direction of brand.

Allowing the high cost of offline channels to give profits to users, ensuring quality is no problem, and can adapt to the rules of Tmall, Jingdong and other Internet shopping arcade.

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< p > then, compared with traditional brands in shopping malls, how to find celebrity endorsements? How can the brand of the Internet family with the Internet gene enable users to find a sense of belonging? < /p >

< p > this is how Feng Yi looks at it.

After 85 or even 90, the consumers' cognition of the brand is not like the past, they must be seen and touched.

They can judge products or brands through video, picture, text and other factors.

Now many a target= "_blank" href= "//www.sjfzxm.com/" > dress "/a" brand, they have strong Internet gene, and online fermentation.

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< p > from this point of view, Feng Yi thinks he is closest to users and understands them best.

Compared with dumping the stock through the Internet, or finding a traditional brand to open a shop on behalf of the operation company, the Tmall home textile produces different products from the beginning, according to the different attributes of the online channel.

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< p > the crowd of each channel will also have great difference, and dig deeper into the users of different channels, which is called the core of Feng Yi's home textile.

The so-called Internet spirit is reflected in them, eliminating all interference and finding users.

Feng Yi summed up the successful experience of "home textile", "we are trying to find out the target customers by using meticulous operation in different channels.

No matter which channel I enter, I am different from others. I am more concerned about whether my product is suitable for different channels and different groups of people.

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< p > because they have different channels of delivery, they also adopt a multi brand strategy.

There are 7 brands, including Ulman, visa, finti and visa baby, which are targeted at people of different ages, styles and tastes.

Of course, the price differentiates.

Therefore, the price of the passenger unit of the man's home textile is between two hundred or three hundred yuan and 1000 yuan, which is 20% higher than that of the similar products.

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< p > in other words, you are exposed to different kinds of home textiles on Tmall and Jingdong.

And according to the current market situation, Tmall has the largest number of users, and the brand must be targeted at the brand of young users.

Although Feng Yi does not want to reveal their channel layout strategy, it is obvious that Tmall must be the center of gravity.

While Jingdong users are mature, they are targeted at Jingdong after 70.

Among the 7 brands, the best seller is also visa and Ulman.

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< p > as for how to tell a brand story, Feng Yi is more willing to achieve the goal of moving the target consumer's inner demands.

For example, there is a classic series of sales of the whole family, which is based on cartoon images.

Zhang Xiao box is very familiar with everyone, and does not need to build a lot of money, but also plays a role of endorsement. So Feng Yicong started this theme last year.

More importantly, the information disclosed by Zhang Xiao box is in line with the state of young people, living in boxes, houses, offices and subways every day.

They take another meaning, I love you box, I box you get married and so on.

So there is a classic product of you man textile, which is "box you together". It is said that sales are good.

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< p > < strong > Tucao: the tragic brand road < /strong > /p >

< p > making brand is a long process, which needs to be realized one by one from raw materials, products, marketing to brand culture.

In today's rapidly growing Internet industry, making brand is no doubt slow and heterogeneous.

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< p > Feng Yi Tucao said: the development of you man has a great fortune and a great misfortune.

Fortunately, yman's luck is good. During the development process, he has always met great people. At the beginning of his development, he met three angel bigboys. He recognized the idea of making products conscientiously, making solid services and making long-term brands.

In the course of development, Li Zhujie, a real fund partner, strongly recommended the recognition of Guo Jia, an intime capital partner who was also recognized as a brand and was not eager to develop.

In the questioning voice, Wang Qiong met with SIG partner. Wang Qiong said, "it's not easy for you to make a brand. Don't worry, do it slowly. You must do it well, not necessarily fast. SIG will grow with you."

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< p > unfortunately, it is the most complicated and difficult thing to make a retail brand.

"Traditional a href=" //www.sjfzxm.com/news/index_c.asp "> retail /a > industry has not been mixed up for decades. There are so many things that we need to learn!" Feng Yi told the "pioneering state". In the first two years of her pioneering work, she spent almost half of her time at the source base in order to study the products and ensure the quality of the products. Many days and nights in the factory, the manufacturers studied the products one by one, each piece of fabric and each excipient.

Moreover, in order to ensure the rapid development of the company, the child was cut off in the twenty-eighth day and plunged into the production base.

In Feng Yi's words, "the core of making a brand is to do well in product, quality assurance, and users can rest assured."

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When the money of P B is in place, Feng Yi intends to use product design and research, marketing, team building and warehousing and logistics construction.

In addition to these regular items, what Feng Yi has to do is to pay attention to the user's traction among different brands from the member marketing.

At the beginning, they did not deliberately let users know that the man and the visa are actually a company, but the group's multi brand strategy will enable the growing users to continue to choose the brand such as the man, and different positioning will make the consumers have the viscosity and loyalty to the home textile.

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