The first overseas store will be opened in San Francisco next year.

It was learned that the new domestic brand “NEIWAI inside and outside” (hereinafter referred to as “inside and outside”) recently completed a 150-yuan C round of financing, with a post-investment valuation of more than 1 billion. The current round of financing is led by Qiming Venture Capital. Since its establishment in 2015, has completed four rounds of financing internally and externally. The list of shareholders includes Zhenge Fund, Zhencheng Investment, Qifu Capital, Xiangfeng Investment, Bee Capital, Huaqiang Capital and other institutions. Light Source Capital serves as the exclusive financial advisor for this round of financing.

In the past 5 years, the comfortable and rimless underwear brand from the beginning has gradually expanded into more lifestyle brands, covering household casual clothes, sports and leisure, home fragrances, etc., which will continue to maintain 100% this year. The growth rate.

Offline store: another way to capture the mind of the user

This year is a year of rapid promotion for offline stores.

At the end of 2018, there were 26 offline stores inside and outside. Up to now, there are 60, and more than 80 are expected by the end of the year, covering the high-end core business districts of the first and second provincial capital cities, with Kerry, Hang Lung, Sun Hung Kai, Taikoo, Hong Kong Land, The first-line owners of Deji, China Resources, COFCO and Longhu have established in-depth cooperation and are expected to complete the opening of 150-200 offline stores next year. The opening plan of overseas stores has also been put on the agenda, and the first overseas store will open in San Francisco.

Founder Liu Xiaoyu said that after the number of stores reached a certain scale (one city and more stores), there will be an opportunity to form the brand’s intellectual occupation. How to understand? For example, consumers see the same brand of stores in different shopping malls in the city, and the subconscious will form a positive brand awareness. Therefore, offline stores are the only way to establish strong brands, and offline stores are formed. After the scale, there will be further pull on online sales. This is another layer of consideration for the fast-opening store.

We have reported internal and external channel operation logic: online, e-commerce is “less SPU The “explosive” operation idea focuses on the creation of single items, which makes it easier to obtain channel traffic. User decisions are subject to reviews and sales leads.

AndUnder the online, the user’s purchase decision depends more on the product design, fabric and upper body experience, so the customer unit price and the associated rate are higher. At present, the average customer price per retail store exceeds 1,100 yuan, which is the line. More than 3 times , pajamas home casual wear sales accounted for more than 50%.

In addition to the unit price and the associated rate, offline stores will bring more branding and exposure. With brand recognition, you will return to online search and form a positive loop. This kind of positive “loopback” will become more and more with the store, thus forming a scale effect. According to reports, the search results of the Tmall underwear category are currently ranked Top5 in the Tmall underwear category.

For the brand, another good opportunity is the transformation and transformation of the retail industry, and the new commercial real estate is expanding rapidly. The core business districts in the city are limited, so the location of good stores is becoming a scarce and indispensable resource. For new domestic brands such as inside and outside, following the commercial real estate to attack the city, it is also an opportunity to continuously encircle the establishment of brand competition barriers.

Although the opening speed is very fast, the store data of both inside and outside is very good. The average investment return period of the new store is 6-12 months, and the revenue of offline stores has increased from 10% last year to 30 this year. %about.

Finding increments: new categories, new people

As the brand grows, it will also face user problems. On the one hand, it will continue to seek incremental (channels are a kind of growth, but new people are also important), and the level and age of the crowd are becoming more and more abundant; at the same time; This is more difficult for the company to build a brand in the face of a level of users. In this regard, the inside and outside have prepared the following aspects:

1. Dismantling the subdivided categories and establishing the independent brand NEIWAIACTIVE sports series. This series has been launched for more than a year. This year’s revenue is expected to exceed 30 million, becoming the fastest growing category in , Considering the buying habits of sports consumption and the home series, the first NEIWAIActive will open in Shanghai at the end of this year. To this end, domestic and foreign brands have signed their own sports brand ambassadors in key cities such as Shanghai and Beijing, and regularly carry out offline sports community activities.

The smooth progress of the sports series also benefited from this year’s new marketing campaign, NEIWAI inside and outside and the new director of wheatThree short films were filmed, one of which was the Active Dance Sports series by co-branded friend Tan Yuanyuan (Chief of the San Francisco Ballet), which received millions of attention on social media.

Ballet is a good entry point to blend sports underwear with the overall brand inside and outside, is enough to differentiate.

2, according to the segmentation of the population to do new product development. This year, the R&D department and the Japanese underwear company cooperated, and began to develop products for large-sized people, and developed underwear products that are more suitable for women with large cups based on the form of no steel ring. Such products have outstanding performance in online sales. At the same time, inside and outside the launch of the neiwaipetite girl line for 18-25 year olds, the launch of this line has increased the proportion of customers of this age group from 25% to 35%. Next year, both domestic and foreign companies will launch more new products for the diversity of the population.

Next, internal and external will continue to improve the operational efficiency of the data-level level. Since last year, internal and external companies have gradually opened up the points system of e-commerce and stores. Next, the company will use data to make deep user insights, so that it can be used later. Efficient member operations. At the same time, it will further increase R&D investment in products and expand channels at home and abroad, expand brand influence and become an international Chinese brand.