NEIWAI inside and outside by Li Jiang, Liu Xiaolu couple was founded in 2012, with no steel ring bra cut into the market, emphasizing that underwear should be comfortable as the essence. Along with the "I inside and outside, you know" brand slogan, NEIWAI inside and outside has been from the core bra category, gradually expanded to pajamas home, sports dance, home fragrance and other categories, covering a wider range of consumer groups. Since its development, NEIWAI has 1 million users and 2.2 million social media fans inside and outside the world, and channels have expanded from the original line to the offline.

At present, the brand in the country a total of 30 physical stores (60% opening time less than half a year), the end will increase to more than 80.

Liu Xiaolu graduated from the University of Hong Kong and later went to Olin Business School, Washington University, where he served in Coca-Cola (China), Monitor Group, Estin&Co Strategic Consulting and has extensive experience in the market strategy areas of consumer goods and women's consumer brands. Hello everyone! I am NEIWAI inside and outside the brand founder Xiao Lu, very honored to receive the invitation of gorgeous, Yu Yan sister is all the way to witness the growth of people inside and outside, to my help is very big.

Today, my topic of sharing is "brand creation" inside "and" outside ", I hope to share with you more of the creation of the brand behind the thinking.

Before the formal sharing, invite you to see a piece of our latest film this year, this is our and the new Director Wheat April 9 in San Francisco production of ballerina Sports Ballet series, hope that through this film to let everyone better understand the temperament inside and outside. I am a cross-border entrepreneurship, accidentally entered the competitive clothing industry. More than 10 years ago from Shanghai to Hong Kong to go to university, to the retail business of the extremely developed market, gave me the earliest education on the brand. At the time I thought, wow, what an interesting thing a brand is, each with its own unique temperament, culture, and business path.

At that time, I also found that I have a very good "special function", as long as I have seen the brand, no matter what language, I can almost forget. After graduating from college, I joined Coca-Cola and later worked as a marketing strategy for women's consumer brands in consulting companies.

Luckily, I entered the company's first job for a well-known cosmetic brand to do the market strategy of the Asia-Pacific market, is to bring me into the brand world opportunity. In 2012, after four years at a consulting firm, I began to want to be my own brand, when I set two conditions for the brand I wanted to create: first, it had to be a female consumer product, and two, I had to be wearing it myself, in line with my favorite spiritual temperament.

So he made a category that was most intimate with women, with today's "inside and outside." Inside and outside is the 2012 brand founded in Shanghai, we from the beginning to do a physical and mental freedom, pay attention to women's physical feelings of underwear, in the past few years gradually developed into a cover underwear, home, sports clothing brand.

Inside and outside is essentially a design-driven product company that starts with comfort, not just comfort, to meet a wider audience by doing meaningful, non-floating design, in different scenarios, for the functional needs of underwear, and encourages more women to better understand themselves through underwear, a product that is closest to the body.

2018年, we did #我的内外 you know. # Advertising communication, this is not only an advertisement, more like a confession and manifesto, in the future for a long time, both inside and outside may be the most understanding of the modern female body and inner brand. In the process of brand entrepreneurship, the problem that bothers me the most is always the balance between brand establishment and sales growth. In the era of the previous channel for the King, no matter how good or bad products, want to do a few billion business is still relatively easy things, but in the past many years, China has not seen a special local brand. And we are fortunate to live in a better era of brand entrepreneurship, young consumers tend to brand consumption, for the good local Chinese brands have unprecedented support and enthusiasm.

Just like many of the brands I buy now are local designer brands, such as my own favorite, today (in the forum) to see the Jiangnan cloth, ZUCZUG and so on, in the past few years of development more and more good.