In the scattered swimwear market, sports brands targeting teenagers and families are rarely exploited by the domestic market. Yesterday, a generation of diving queen Wu Minxia and her husband Zhang Xiaocheng officially released the sports brand MXW Minwalker for teenagers and families.
As a leading figure in the Chinese women's diving field, Wu Minxia, ​​the winner of several Olympic women's diving championships, founded a sports brand after retiring, and used swimwear as the entry point. It is easier for Wu Minxia and his wife to get started, but after confirming the founding of the brand, How the brand is positioned, the two have undergone long-term research and discussion, "pure competitive brands, such as Speedo, Arena and other first-line brands, we will face a lot of help with their positive PK; luxury swimwear and Wu Minxia's personality Not suitable; the female market is very large, of course, this market also has many brands such as Victoria's Secret; so we think of a tricky way: cut into the youth market, through them to the entire family." Wu Minxia and his wife said.
This is a star venture. Wu Minxia's personal influence is the biggest advantage and selling point of the brand Miner, but when the whole brand is actually operated, the star must face the design, production supply chain and sales channel like all entrepreneurs. And so on, Wu Minxia and his wife are very clear and said that this is the disadvantage of their two founding sports brands, so Wu Minxia and his wife teamed up with Xingshuo Sports, Trumpet Apparel, CHiii Design, and Heineng Trading Co., to jointly create the brand MXW Minwalker.
Mr. Hong Jingxin, the general manager of Trumpet Apparel, is the co-founder of the brand's Minhang. The trumpeter costume behind him comes from the famous Chinese swimwear industry city, Jinjiang, Fujian. He specializes in swimwear, yoga, fitness and other products. His official website introduces the company's total annual output value. Near 100 million yuan. This trumpeter costume will be responsible for the production of Miner products.
"We have chosen the largest fabric supplier in Italy for the Minhangs based on environmental protection, comfort and health. We help us to provide fabrics for young people to adjust their body temperature, UV protection, etc." Hong Jingxin said.
Established in 2014, the company is mainly engaged in the front-end to back-end circulation field. This is responsible for all the links of Minhang products from the factory, warehousing, logistics, online and offline sales channels, sales, etc. & Miner's Chief Operating Officer Xu Ying said that the company's 2016 performance exceeded 60 million US dollars, this will help Minhang to open all channels, such as in Tmall, Jingdong, mobile micro-store, e-commerce platform, etc. Channel sales, offline is to cooperate with offline channels such as stadiums, professional sports teams, sports schools, training institutions. Zhang Xiaocheng, founder of Minhang brand, said that the brand will not consider opening offline stores for the time being.
A series of brand image design and fashion design such as Minhang Logo is handled by Chiii Design (Liu Huazhi & Liang Ziheng), a designer studio from Macau. Wu Minxia’s economic company, Xingshuo Sports, is the co-sponsor of the brand and is responsible for brand public relations marketing and professional resources cooperation.
Amphibious products + star joint models
At present, Minhang's first products have been on Taobao, 10 products are the cheapest sportswear for 95 yuan, and the most expensive sportswear for 299 yuan. Zhang Xiaocheng said that the overall pricing of the brand will be controlled at 100-300 yuan. Around, but then Miner will introduce cheaper and more expensive products to ensure the needs of different audiences.
The highlight of this Miner product is: amphibious swimwear products - off-pool, which can be worn while swimming, or worn while running. "In fact, children wear clothes very expensive, so provide children with amphibious products, on the one hand to help children exercise, on the other hand, to take care of parents' wallets." Zhang Xiaocheng said.
In addition to amphibious swimwear products, Minhang will also invite star friends to launch more fashionable joint-name models. Zhang Xiaocheng told reporters: At the end of this year, Minhang’s current 72 SKUs will be officially launched in various online and offline channels, and will be launched in cooperation with JD. Designer joint name.
The first try-maker of these products was Wu Minxia, ​​the chief product officer of Miner. "I wore a 25-year-old swimsuit and knew what kind of swimsuit would be more comfortable. The public might wear it a little looser than our athletes. Because they feel too tight, so I will relax a little in this respect." Wu Minxia told reporters.
From products to events, from China to the world
In recent years, information including athletes such as Lin Dan, Li Xiaopeng, Liu Wei and other athletes in the field of entrepreneurship and design and lifestyle has continued to spread. Wu Minxia and his wife have also joined the trend. “Stars create brands, consumers will know exactly who the brand is. We will also get their direct feedback. Of course, Miner is a brand named after me. If the product is not done well, it will directly affect personal reputation.†Her husband Zhang Xiaocheng immediately said, “My biggest concern is not business failure, The product was not done well, and the words "Wu Minxia" were smashed.
Wu Minxia and his wife are very clear that even if there is a star aura blessing, it is not difficult to get a good reputation. The key to future development lies in the products. The product is also the most talked about by Wu Minxia in the interview. "I very much hope that customers will get it." After Miner's products, I feel that this is comfortable and practical."
While doing a good job, Wu Minxia and his wife have a clearer consideration for Miner's future planning: while rooting in the domestic market, the Min Traveler is promoted overseas. “In fact, Wu Minxia has a very high reputation overseas, and this is a China. National brands, we must promote the Chinese national sports brand overseas." What is the time limit for promotion to overseas markets? Zhang Xiaocheng affirmed: "In three years." According to Zhang Xiaocheng, Min Walker has already invested 10 million yuan.
In addition to clothing, Wu Minxia and his wife also began to contact the field of sports events. They set up a competition company and have already started to engage in several competitions around teenagers. Recently, the youth relay competition that landed in Chongqing in December this year talked about the establishment. The reason, Zhang Xiaocheng said, "On the one hand, I hope to open up the entire industrial chain. On the one hand, I hope that I can actually do something for the children. At present, even more than 20% of the young people are obese. This is very terrible. How to make it Children exercise more and there are enough games to be one of them."
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