Looksee hundred Chinese men's underwear story of China
LOOKSEE men's underwear brand
A dozen years ago, if Mr. Li did not resign as China Telecom Director of Marketing, his life may be a different look. So, 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 site, China's underwear industry's first mascot, China's first Fashion positioning of the high-end men's club do not know who spend the fancy, and held two sessions of the Looksee Cup Campus Marketing Competition will not be landing the same.
But life, do not allow assumptions.
In 1998, Li Zhiguang, who was half a media circle, chatted with a colleague and learned that some fashion people had individualized needs for men's underwear. At the time, the status of Chinese men's underwear relative to the status of women's underwear is very low, there is no one underwear brand specifically for men.
Lee Chi-kuang tentatively took samples from Taiwan's relatives who made fashion lingerie. "I showed them to the host of the show at that time. They liked it very much. I lamented that the underwear could do that and that there could be so many Color. At that time I knew it was a market. "
Li Zhiguang start from the establishment of men's underwear shop, has accumulated a wealth of industry experience. "In fact, the men's underwear terminal is some exquisite, such as the window design can be closed, not so transparent; sales staff station, preferably outside the customer, to create a safe consumer psychology shopping atmosphere."
With the increase in customer demand, the products brought from Taiwan can not meet the market demand due to the long transportation period. In 2002, Li Zhiguang began to organize his underwear factory, producing Looksee brand underwear . Li Zhiguang men's underwear with Chinese characteristics has taken the first step.
Make marketing, we must pay attention to positioning, have some choice. If bigger, do the whole, but will lose its own characteristics. As an advocate of underwear fashion, experienced marketing, Li Zhiguang brand in the early days of the establishment of Looksee will be positioned as high-end products, the target consumer lock for the 18-45 age group. "But in fact, consumer groups will still extend to both ends of these two age groups." Li Zhiguang believes that people in this age group have some fashion taste, a certain economic foundation, a certain cultural accomplishment, and concern for new things Change, is a force of men's underwear consumption.
LOOKSEE Cup Second Campus Marketing Pioneer combat competition ended
In order to meet this part of the consumer demand for underwear, Looksee in product design, materials selection, production processes and so on under the foot. "We designed the first underwear, made a total of more than 200 models, those days, unforgettable." Li Zhi-Guang stressed that Looksee advocates wear different underwear on different occasions, but also for different environments to develop different products. For example, working men's underwear will persevere in the perseverance, sports underwear in the protection of the ligaments.
In order to keep up with the rhythm of fashion, Looksee product refresh cycle is very short, every month there will be 20 to 30 new products launched, the speed of their goods is far higher than their peers. Looksee change the simple functional image of men's underwear, will function, fashion, culture and other elements together to promote a new personalized lifestyle.
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