Underwear Brand NEIWAI Got Ten Million Yuan A Round Financing.

Domestic and foreign

Liu Xiaolu, the founder of the lingerie family, believes that it is difficult to find a real pursuit from the female perspective, with comfort as the highest pursuit and respecting the body's feelings.

Brand.

Thus, "the underwear brand that understands women's best" has become the starting point of NEIWAI's creation both inside and outside. In the past four years of development, this initial heart has never wavered.

According to the accurate news: after winning the Pre-A round of financing of the real fund last year, NEIWAI successfully won a new round of investment recently, which was funded by Kai Fu capital, and the real fund was financing with tens of millions of RMB A.

Underwear brand to accompany women's life

NEIWAI was founded by Li Jiang and Liu Xiaolu in 2012.

Liu Xiaolu holds a master's degree in finance from University of Washington's Olin business school and a bachelor's degree in University of Hong Kong.

She had been responsible for the planning of women's consumer goods and luxury goods in consulting companies, and these experiences gave her a deep understanding of women's brands.

Li Jiang is a cross-border entrepreneur. He holds a Ph.D. in biology from Columbia University in New York. He founded Shangdu photography in Beijing. He used the new shooting concept to provide convenient and innovative portrait photography service. He later worked in the world's top management consulting company. He joined the largest biopharmaceutical company of the whole club after he joined the team.

Xiao Lu believes that underwear, as the latest work of centrifuge, is also the most intimate and faithful partner in a woman's life. It is the essence of underwear to comfort all the flashy surfaces.

There is also a story behind the creation of NEIWAI. Liu Xiaolu met an old lady in New York during her study in the United States, occasionally chatting about her favorite Swiss underwear brand. She said that this brand accompanied her from 20 years old to 70 years old, and wore it for nearly 50 years to accompany her for half a century.

This has also become a complex of Liu Xiaolu's business: good underwear must accompany a woman's life.

Extreme comfort -- underwear aesthetics inside and outside NEIWAI

The more traditional industries, the more innovative opportunities.

Starting from the segmentation market of no steel ring bra, NEIWAI explores the possibility of aesthetic and functional innovation from all aspects of fabric, design, technology and edition structure.

In the past four years, the brand has accumulated about 100000 high-end female fans. Most of them have formed the habit of buying and buying inside and outside every three months, and the rate of repeat purchase in half a year is as high as 40%.

The comfort of products inside and outside NEIWAI is irreplaceable for many women. Women who pass through and outside will feel that they can no longer wear other underwear. They say: when I don't want to wear underwear, I will wear NEIWAI.

Nowadays, NEIWAI has grown into one of the most famous brand without steel ring.

Behind the underwear with no steel ring is the change of young consumers' self-awareness and fashion aesthetics. They increasingly believe that true beauty is free, confident and relaxed.

They are more and more concerned about the feelings of themselves, more than other people's eyes, and more like the natural cup type underwear without steel rings.

For NEIWAI inside and outside, the ultimate comfort = wearing zero body sense, which is also the product difference and underwear aesthetics inside and outside of NEIWAI.

Whether it is spring and summer launched zero sensitive daily no steel ring series, using anti allergy cotton material and innovation half code system, or the latest sports series NEIWAI ACTIVE launched in August, adopting different strength grading, it is suitable for women's sports wear, and NEIWAI is always trying to design the most comfortable underwear without steel ring, so that more and more Chinese girls live more comfortable and confident because of inside and outside.

Inside and outside this year

2016 is a year for NEIWAI to achieve leaping development.

In March, zero sensitive steel rings were listed.

The two innovation: "imitation steel ring design" and "half code system", to prevent allergy of cotton fabrics, to maximize the maintenance of both inside and outside the comfort and bondage, but also greatly enhance the bearing molding, but also put the concept of integration onto the industry's new high.

Since the new series has been launched, sales of all products have exceeded 10000, of which, the sales of single products of Lingmin Linglong jumped third in Tmall's price products, followed by UNIQLO and Manifen.

In August, sports NEIWAI ACTIVE was launched.

Hand painted ink and dyed printing, which originated from the concept of "day and night", breaks through the traditional design style of traditional sports brands and combines different sports intensity gradation, which is more suitable for the fashionable trend of Atheleisure (leisure sports) in the world, so that sportswear is more suitable for daily wear.

In October, moved into Shun Feng warehouse.

Relying on the advanced warehouse management system of SF, the average pportation time is shortened by 6-8 hours, the accuracy of delivery is over 99.99%, and that of nearly 30 thousand orders on the day of double eleven is all within 2 days.

In November, the sales volume of double eleven was nearly 9 times that of the same period last year, and the purchase amount exceeded 12 million yuan.

In December, the center for interior design and experience of NEIWAI, located in the center of Shanghai, integrates nearly 1500 square meters of design, product development, retail and fitness.

Capital helps, NEIWAI wants to become an international life aesthetics brand.

In a highly fragmented market, brands must always define their core competitiveness in the process of growth. At the same time, how to polish good products, establish brand awareness and find accurate channels are the challenges for entrepreneurial teams.

In the whole process, how the capital entry will play a role in helping to fuel the fuel is also a problem that the founders and investors need to think together.

The two founders have always believed that product design and R & D capability is the core competitiveness to support NEIWAI to become a world-class brand both inside and outside.

NEIWAI has gathered a group of international design teams from overseas top designers, including RCA, FIT and Esmod, and has worked in depth with the first line production suppliers at home and abroad, and has established a set of sophisticated quality control production systems. The production team has an average of over 10 years of experience in the management of world-class garment enterprises.