At the end of 2014, Wang Xi talked a
bout the commercial realization of the big cockroaches he founded when he discussed with his friend Chaucer in a dinner. The idea of making Sanitary napkin
s began to plant seeds in his heart.
This idea flashed from time to time in Wang Xi's mind, but it was still far away from "making a brand". Until recently, Chai could introduce another person to Wang Xi - Liu Chongjiu.
ngjiu is the chairman of the famous maternal and child products manufacturer, Shu Shute. He has rich resources in the Sanitary
napkin production supply chain. He is called Jiu Ge in his circle. Under his leadership, Bei Shute has independently developed and developed China. The first line of sanitary napkins. At the beginning of 2015, under the financial support of Liu Cho
ngjiu and Chai Ke, Wang Xi founded his own sanitary napkin brand flower garden.
In Wang Xi’s statistics, there are currently more than one thousand sanitary napkin brands on Taobao. There are nearly 800 sanitary napkin factories in Jiangsu, Zhejiang and Shanghai, and more than a thousand in the Pearl River Delta. In China, 95% The sanitary napkin market is monopolized by the top ten brands. For him, "how to break the game" is a big problem.
The production around sanitary napkins generally involves four basic points: no side leakage, skin-friendly, breathable, and non-allergic. As far as the current market conditions are concerned, most manufacturers only solve the first three problems, and allergic problems are still a pain point in the market. Wang Xi, a former professor at the University of Texas who attended the EMBA, recommended to Wang Xi a cotton-producing area a hundred miles away from Dallas, where organic cotton helped Wang Xi solve the allergic problems involved in sanitary napkin production. Later, with the help of Liu Chongjiu, Wang Xi found Taebong, the largest manufacturer of absorbent cotton in Korea, to process raw materials for the flower buds. The prototype of the product is gradually revealed.
Wang Xi said frankly that in the choice of raw materials, organic cotton is twice as expensive as ordinary cotton, and the processing cost of flower buds is higher than the cost of the same industry. “Now women are paying more attention to physical hygiene and comfort issues. Most women buy such products. For them, this is a commitment to life and a sense of security.” Wang Xihun Cloud Network (WeChat: ilieyun) explained. After achieving the maximum industrial production, the cost of the flower garden is also diluted, and for the user, the monthly cost is basically controlled within 100 yuan.
At present, Huayuan is mainly sold on its own website, WeChat platform, Taobao, Daxie Mall, including standardized optimization packages and customized packages for users' own physiological conditions. Moreover, Huayuan cooperates with Daxie to exchange data, and it will guide some of the user data of the platform to the flower garden to help the flower garden to better improve the user experience. Recently, the team is also preparing products to go online in Jingdong. Big 姨? Sanitary napkins
At present, most sanitary napkin brands are emphasizing the selling point of comfort and health. Is it really necessary to spend so much time on the production? “Maybe many people think that our products are only three points higher than the ordinary products on the market, but we do this to let users see the difference between 95 points and 98 points. This little progress is also driving the industry. Progress." Wang Xi answered the hunting cloud network (WeChat: ilieyun).
At the moment, Wang Xizheng is putting most of his energy into the sliver that will be on the line. For this product that is still low in the domestic market, Wang Xi said frankly: “To make a sliver is to create a market. Seizing the opportunity of educating users is the key to gaining market opportunities.” Product plan and some topics Class activities, fitness apps, and vertical sites work together to create scenarios where users use a sliver.
In addition, Huayuan introduced 400-500 experience officers for product experience. Wang Xi took a seemingly extreme way of "as long as the bad review, ignore all praise."
"Adolescent boys like to touch the tree, suddenly one day touched, not the tree is short, but you grow taller. If one day the user feels that the product is good, not the user's standard is lowered, but your product is good. It is."
Before, Hunting Network (WeChat: ilieyun) once reported the afternoon sanitary napkins that played the concept of “only for the protection of women”. The boyfriend’s sanitary napkins attracted the attention of “boyfriend”, and the same seven friends who took the luxury route. ... The sanitary napkin market has undoubtedly gathered the eyes of many entrepreneurs.
Wang Xi studied in Canada in 2004, returned to China in 10 years, worked in Motorola in the market, and currently serves as the CEO of the brand. Cheng Pengzi, another partner of Huayuan, was responsible for the brand public relations of companies such as Motorola and Dell, and joined the flower garden in September 2015. Liu Chongjiu is mainly responsible for the negotiation of upstream brands in the supply chain.
At present, there are two factories in Hangzhou and Beijing. The products are oriented to the national market, with nearly 80,000 registered users. The monthly transaction volume is over 100,000, and the user retention rate is around 30%. It is reported that the team is preparing for the Pre-A round of financing.