The Founder Of Sakaku House: The Era Of Genuine 100% Cotton Socks Has Arrived.

An interview with Zhu bin, a weaving house

It's rare to hear the hobby of socks. Zhu Bin, the founder of Sakya weaving house, who spent most of his life in observing women, is equally unambiguous when observing men. No matter who he meets, he always can't control the impulse to touch his socks. Once he has touched it and finds that his socks are not high enough, he will automatically ask, "how can you wear such socks?"

Why do you wear such socks?

After listening to the above stories, everyone will be curious about him before he sees the founder of the house.

A big guy in Shandong? A man who knows women well? A man who started business when he was only more than 30 years old?

I can hear him often say, "don't call me chairman, call me founder!" he doesn't like the name of chairman. Obviously, this special founder seems to have a more consistent position with himself.

Of course, apart from a particular hobby, serious and rigorous, this is his first impression.

But the other impression is: a person who likes to touch other people's socks.

For example, everyone was talking about the industry, products and development at the last minute. Next time, he was squatting at your feet and touching your socks. He asked, "how can you wear such socks?"

For Zhu Bin, who is accustomed to the 100% cotton socks of the Sakya house, it is hard to understand why people wear nylon socks.

"Wearing cotton socks or nylon socks can reflect the quality of life of a person."

After communicating with him, he found that he was very delicate besides his preciseness.

The interview begins.

Secrets of 600 stores in 5 years

At present, the development of textile industry is mainly manifested in the following two aspects:

1. the economic situation of the textile industry has steadily increased. In 2015, the textile industry's income reached 4 trillion and 20 billion, an increase of 5.5% over the same period last year.

2., the number of enterprises in the industry plummeted from 32.3% to 2.25 in 2011. By 2015, it was further reduced to around 2. A large number of small businesses are merged or closed because of the difficulty of maintaining high cost.

"In such a big environment, Sakya weaving house has gone against the market, and it has been expanded to more than 600 stores in only 5 years. What are the reasons?"

1. do user insights first, then do product research and development.

Traditional enterprises are produced first and then promoted.

"5 years ago, most of the marketing of China used the 4P theory, first to produce products, and then through prices, promotions, channels and so on to make consumers know and buy.

But the weaving house is not the same. First of all, we need to understand and research from the needs of users, and then do product development and production.

"At the beginning of our business, we spent a lot of time and energy studying consumers. According to the different desires and needs of consumers, different buying behaviors and buying habits are used to segment the market, and then develop targeted products.

2, precise positioning subdivision category, fill the domestic blank

Sakakawa has made an in-depth study of the Chinese market, and found that the lack of good brands in the market for socks and household products can not meet the demand of the existing young people for personal clothing. Not only that, most socks can only choose to buy in supermarkets or street shops, with poor experience, low selectivity, and uneven quality. Therefore, at the beginning of the establishment of the house, the brand differentiation orientation of "family fashion lifestyle" has been identified, which has been focused on product research and development, integrating domestic and foreign resources, and aims at providing genuine green, environmentally friendly and comfortable clothes for young people in China. At the same time, the product developed by the company has gained more than ten national patents and has been recognized by most people.

3. set up a one-stop shop for personal clothing.

"Our first store was in the shopping center, and we used a collection store. This is because we have observed that the shops in the market are too simple for sale, some only sell socks, some only sell underwear, and others only sell household clothes. If customers want to freely choose a variety of goods, they need to linger between shops, and the degree of convenience is very low.

In addition, the shops of single category have obvious peak season. For example, in summer, underwear sales are very high, but socks are slow-moving.

Behind these problems are business opportunities. Therefore, we will create a collection of socks, underwear, home clothes as one of the body clothing one-stop shop together, and a red flush.

Because of the three points of user insight, precise positioning and collection shop, the sakaku house can only go to the 600 stores in just 5 years under the condition that the overall economic situation of the textile industry is not tight enough.

"By 2019, our offline stores can be expanded to 1000, with online sales reaching 200 million." Speaking of the future, Zhu Bin is full of confidence.

　　 I feel uncomfortable.

"A pair of socks can be called well, I know it at the touch. If you tried muslin socks, you would never want to wear other socks again! "

Muscle cotton socks are the first real 100% cotton socks in the industry, and are also the main products in the future.

"Buy natural cotton products can be said to be a unique Chinese cotton complex." It is like a brand made of all cotton products, and a towel made of cotton, a product accounts for about 15% of sales. But real cotton socks are virtually nonexistent in China. Many fake and shoddy products are under the banner of cotton, but in fact they are mostly of cotton yarn + nylon structure, which contain less than 75% cotton.

"We studied cotton technology for many years, and finally developed and applied for a national patent. The muscle and cotton products of Sakya house are very comfortable to wear, which is equivalent to your second layers of skin. This is also the "body" advocated by sakakawa. Light fashion Brand concept.

"Ordinary yarn elasticity is very small. In order to make the whole cotton socks elastic, we use high elastic long staple cotton, and wrap very fine spandex silk in cotton. Spandex is about 1/10 of the hair, only 2% of the total material. In this way, the muscle socks are flexible while wearing comfortably. While speaking, Zhu Bin pulled his socks to the sides, showing the elasticity of the muscle cotton socks.

　　 How about socks? If you smell it, you will know.

"If you don't feel good about socks, you can smell it yourself!" Zhu Bin was very confident about it.

In the textile products, the whole cotton material belongs to the technical level, and it does not produce peculiar smell, easy to decolorization, easy to absorb sweat, easy to dry and so on. It is a level that consumers can directly feel.

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 in the market is almost between 40-75%. Nylon material is prone to smell when it meets sweat. The latest cotton muslin stockings in Sakya house contain 98.5%-100% of cotton. The fabric does not contain nylon, but also has the characteristics of breathability and skin affinity. It is not easy to produce odors for a long time.

　　 You must understand the fashion after 95.

What is planning? Planning is in a sense a way to control change.

The whole world is constantly changing, and the definition of young people is also changing. From 80 to 95, young people 5 years ago and 5 years later are no longer the same group.

In the past 5 years, Zhu Bin, the founder of Sakya weaving house, did not relax for a moment to understand the group of young people.

"The traditional young people's views are more secretive, and now the 95 are pursuing free and bold, highly personalized, and have a strong spirit of self. For example, we have a pair of socks with ten colors, which conform to the different young people's pursuit of color, so each color sells well.

stay Sakya house Sales process is not smooth sailing.

"At the beginning, we made Japanese Style Lace bras with steel lace and failed." The founder of Osaka weaving house, laughing here, smiled reluctantly: "young consumers get rid of bondage and want to be different. The bra with steel rings has long been abandoned by them. They are now seeking health and pursuing the liberation of body and mind. So we are more and more focused on products, focusing on the attributes of consumers.

At present, the bra products of Sakawa house only make no marks and no steel rings. Bra has become the fist product of the Sakya house. Brassiere sales are best in spring and summer, while sales in brassiere are 35% of total sales in spring. Summer socks, autumn and winter velvet and pantyhose are also popular.

"The main consumer group in the Sakya house is the 18-28 year old fashion woman (psychological age). We need to understand what they are thinking."

　　 All we do is to satisfy customers.

Finally, let's talk about women.

Women are fickle. To keep up with their tempo, they need to change.

"We hand in hand with Mr. Nishi Taro, a senior commodity MD expert in Japan (tutoring Muji, TOMMY HILFIGER, ZARA, Franc franc, point and other brands), introducing Japanese commodity MD management and planning, and promoting. Flexibility The establishment of the supply chain system, based on market demand information, provides new products to the market quickly, ensures the latest product mix advantages of the terminals, and integrates a competitive fast product support system.

There are more than 50 professional designer teams in Shanghai design department, Seoul design department and Tokyo design department, and more than 300 new products are launched every month. All this is to meet the consumer demand of 18-28 year old fashion women's personal clothing.

In order to make customers feel more comfortable, sakakawa emphasizes the use of environmentally friendly fabrics and follows the concept of "hand design" to provide consumers with superior quality fabrics.

　 Different hillside weaving houses teach you how to play young people.

In the short span of 5 years, the number of stores under the weaving house rose to 600, and the speed of development was amazing. But in the market, no one can be the king forever.

For Sakya house, only by catching the young people's consumption habits, introducing products that meet the needs of young people's consumption and playing more new tricks can they better cope with the challenges ahead. No matter what happens, we will always be proud of the tide.

After reading this interview draft, you may feel that the founder of sakaku is a serious founder, a thoughtful founder and a decisive founder. But this is far from enough. He has to tell you in real action that he is the founder of a game!

July 29th, Xidan, Beijing, Joy City, the new fourth generation shop of Hsiao weaving house opens to show you how to play young people! Cute girls, sexy girls are nothing, socks underwear flies everywhere, and Taiwan flies around the island on the 8 day. But not everyone has it. You can get it by yourself.