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The Chinese Story Of Looksee, A Lingerie Brand For Men

2011/9/28 9:15:00 41

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More than a decade ago, if Li Zhiguang did not resign as director of marketing for China Telecom, his life might be another look.

Then, China's first men's underwear store, China's first men's underwear photo album, China's first men's underwear show, China's first professional men's underwear website, the first mascot of China's underwear industry, and China's first fashion oriented high-end men's club do not know who to spend. And the two session of the Looksee marketing competition will be lost.

But life is not allowed to be hypothetical.

In 1998, it was half a year.

media

Li Zhiguang, a member of the circle, chatted with his colleagues and realized that some fashion people had personalized needs for men's underwear.

At that time, Chinese men's underwear had a low status relative to women's underwear, and there was no underwear brand specifically for men.

Li Zhiguang tried to pick up some samples from relatives who made fashion underwear in Taiwan. "At that time, they showed them on the Party of the host. They liked it very much. They sighed that their underwear could do so, and they could have so many colors.

At that time, I knew there was a market.

Li Zhi Guang

From the establishment of men's underwear shop, has accumulated rich experience in the industry.

"In fact, men's underwear terminal is a little bit particular, such as window design can be closed, not so pparent; sales personnel's position, preferably outside the customer, to create a safe shopping atmosphere for consumers."

With the increase of customer demand, the products brought from Taiwan are too long to meet the market demand.

In 2002, Li Zhiguang began to organize his underwear processing plant to produce Looksee underwear.

Li Zhiguang has taken the first step in the men's underwear business with Chinese characteristics.

To do marketing, we must pay attention to positioning and trade-offs.

If they are bigger and more complete, they will lose their own characteristics.

As an advocate of underwear fashion, Li Zhiguang, who is well versed in marketing, has positioned the product as a high-end product at the beginning of the Looksee brand, and the target consumer is targeted at the 18~45 age group.

"But in fact, the consumer group will extend to both ends of the two age groups."

Li Zhiguang believes that this age group has a certain fashion taste, has certain economic foundation, has certain cultural accomplishment, pays attention to the new thing the change, is the male underwear consumption new force.

In order to meet the needs of some consumers for underwear, Looksee has worked hard in product design, material selection and production process.

"The first pair of underwear we designed made more than 200 templates, which were unforgettable."

Li Zhiguang emphasized that Looksee advocates different occasions to wear different underpants, and develops different products for different environments.

For example, work men's underwear will sweat up and down, and sports pants will protect the ligament.

To keep pace with fashion,

looksee

The replacement cycle of Looksee products is very short. Every month, there will be new 20~30 products launched, and the speed of goods delivery is much higher than that of peers.

Looksee has changed the image of simple function of men's underwear in the past, integrating functions, fashion, culture and other elements together, and advocating a new personalized lifestyle.