IME Yang Lei, The Founder Of Sanitary Napkins, Takes An Exclusive Interview With Black Horse

IME Yang Lei, the founder of sanitary napkins, takes an exclusive interview with black horse

Recently, IME founder Yang Lei received an exclusive interview with the black horse training camp. The dark horse training camp conducted an interview on Yang Lei's original intention of founding IME, the vision of future vision, and the learning experience of the dark horse training camp.

1, Q: can you briefly talk about your experience before you set up IME? What kind of opportunity did you have in 2015 to create a sanitary napkin business?

A: when I did not graduate from University, I went to work in Mengniu company. I started work as a disinfectant, did production, raw material procurement, quality inspection and sales staff, and finally made myself a distributor of Mengniu. In 2008, we experienced a disaster. The disaster was unforgettable, and even made people suspicious of the whole Chinese manufacturing, and even awe of quality safety.

After that, I left Mengniu and went to Beijing to work in a company called palmtop. At that time, I made a product called "net letter". My main customers were three operators. I was in charge of business for a while when I was in the palm. At that time, the products that were hand in hand could be of epoch-making significance, but they were made early and surpassed the needs of the times.

After that, I stayed at home for a while, then I went to Beijing to chat with the former leader. I said what you plan to invest, and I want to learn investment from you. He said, you first went to Xi'an to help me take care of a company that I voted, your sales ability is good, the technology there is good, but management and sales in general, you can also get a good understanding of the Internet, so I went to Xi'an as the general manager of radish silk.

At that time, the company mainly engaged in artificial intelligence semantic recognition technology, customers are China UnionPay and Beijing modern, the main project is for these two companies to do intelligent customer service development. Managing such a technology company can't do business without knowing a bit of technology. I often discuss the technology of learning AI with the technical personnel, and find that this stuff is too great. Speaking to him and training him, it can pass the algorithm and then talk to you according to your logic of thinking, which can make your mind eternal. But this is the technology of the underlying technology. It requires a lot of knowledge database data, and also requires a lot of capital investment. It is not what the start-up company can do. Then we sold the company to the car audio network.

After that, Shenzhen Yi Ya Tong recruited star chain product manager. At that time, a fashionable O2O project, I went to Ya Ya Tong.

In the time of Yi Ya Tong, I had a chance to chat with a boss who made toilet paper one day. He asked me, "do you know a star? I don't know. What do you want?" he said he had a good sanitary towel and wanted to find a star to push it. I asked him what a good way he was. He said their sanitary napkins are individually packaged and very beautiful. Did I say that it was beautiful? He said we should use independent packaging, and girls would not be embarrassed. At that time, I thought of the special embarrassing scene of several girls' sudden good deeds.

I say this is interesting. So I told him that I didn't know stars, but I knew that net red was very powerful. Would you like to try it? He said that now the net is better than the stars. Then I would like to chat with my net red brother. I feel this project is really good, saying that I can do it together, and then I began to study how to make sanitary napkins.

It's also the arrangement of Allah. I knew a big brother of Mengniu toy supplier. He was also preparing to make sanitary napkins. I thought so many people wanted to make sanitary napkins. After careful consideration, I used to be a Mengniu, and the 7 day shelf-life was hit by something. Sanitary napkins, which are three years' shelf life, are also absolutely needed products. So I decided that this product was a good product, so I decided to quit my job and concentrate on the research of sanitary napkins.

Speaking of starting a business for his own love, because after I was born, I looked at his bright, smart eyes and suddenly had a responsibility to make him lead a happy life. I think his happiest thing should be a proud father.

2, Q: in 2016, you started building factory production. At the beginning, it was mainly processed by OEM. What brand do you process? In this period, what are the most memorable memories and the biggest gains or challenges for you?

A: in addition to our own brand, our factory also makes OEM for the first sanitary towel brand in Taiwan. We also make OEM for the bee lotus, and now we are doing some foundry for some net red products.

Perhaps the most memorable one is to challenge new customers' different product appeals one after another. Customers are often unfamiliar with the product process, take the same products and the specifications require us to produce them. We can only transform the machines to the needs of different customers. Although hard, but enjoy the process of completing orders.

3, Q: you said that your own brand didn't succeed. What's the reason? How did you realize IME's brand operation in the later stage?

A: what I am talking about is that our own brand has not yet achieved the way we want it to, and the brand appeal has not really been passed on to consumers. There are many reasons for this. First, we used the sales model too simplex. Two, we did not promote the brand in the initial stage. Three, we did not make clear positioning in the initial stage. Four, we did not build a good company structure. In short, many of the pits have been trampled, and a lot of crooked roads have gone.

IME brand is a new start, and I am fully responsible for the coordination of production, supply and marketing.

First of all, we will work hard on brand building, make a clear positioning of the brand, and find a precise target audience.

Secondly, we will work hard in the construction of corporate culture, and let the team form a unified values and mission of Yuan Jinghe. After that, we will launch a saturated multi-dimensional attack on brand promotion to clearly convey the gospel that our IME products can bring to women.

Thirdly, developing different types of products suitable for various channels to fully meet the needs of consumers.

4. Q: what are the advantages and differences of IME sanitary napkins compared to similar products?

Answer: IME sanitary napkins are different from other brand products. We mainly use food and pharmaceutical production conditions. We purchase from raw materials to finished products according to a standard management system, IME products from surface to breathable membrane all use top domestic and foreign raw materials production, regardless of all indicators are leading other brands.

5, Q: IME makes sanitary napkin with food safety standards. Does IME have its own R & D team? Is there any proprietary technology at present?

Answer: Yi Ze technology attaches great importance to product research and development. At present, it is in deep communication with international authoritative institutions, and upstream suppliers, and industry associations often explore new technology and new technology training. The company has been engaged in more than 10 years of research and development personnel two, the new sanitary napkin new materials, new technology research ceaselessly, the company is currently independent research and development of China's first sanitary napkin single independent packaging machine.

6, Q: in the early stage of your business, you sell in the form of micro quotient. Can you talk about your sales mode at that time? What kind of achievements did you get in this way?

A: at the beginning of IME, I was responsible for R & D and production. At that time, I did not participate in the sales link, so I did not speak well about this model, and sales performance was not what I thought was ideal.

7, Q: now what kind of innovative marketing model is adopted for IME sanitary napkins? Is it combined online and offline? What is the company's performance?

A: now the two venture of IME is different, and the method is different. As the channels become more and more fragmented, we have to constantly upgrade our marketing. The characteristics of fast moving products are timely contact, and the more audiences we have, the better. So the company will combine the strategic layout of social marketing, e-commerce, micro business, offline channels, and ultimately form a channel matrix. With the coming of the 5G era, our sales way should also keep pace with the times. Scene marketing and even immersive marketing will become a reality.

At present, the company first landed on Millet commodity store, and millet has a very strict audit standard on its shelves. It can cooperate with other products, and fully demonstrates the quality of IME high-end.

8, IME is the main high-end market? Sanitary napkin brand awareness is very high. How do you educate consumers to buy IME?

Answer: the target consumers of IME are mainly 22 to 45 years old urban white-collar workers who pursue quality life. We will fully tap the characteristics and topics of this type of crowd through the ability of big data, so as to effectively carry out marketing for such people.

9, Q: you have said that the current sanitary napkin brand is mainly based on traditional distributors and business super channels. Competition is fierce, prices are transparent, and innovation is lagging behind. At the same time, health products are unhygienic. This is the biggest pain point in the industry after consumption upgrading. Can we talk about this point concretely? What opportunities does this bring to IME?

A: by studying the whole industry situation, we found an amazing data. 70% of gynecological inflammation in China is caused by unsanitary sanitary napkins. The biggest problem is that after the purchase of women, most of the environment stored is bacteria generated in moist environment.

I have been familiar with the fight of bacteria in industrialized foods, so I immediately studied the packaging materials and found suitable packaging, so that I could not breathe at any time. Sanitary napkins have absolute advantages over food, and we have added microcirculation chips that are very beneficial to the physiological period of women.

A few big companies in the industry did not make independent packaging, which left a window of opportunity for IME. In this period, the opportunity to export the characteristics of IME brand and IME products is IME.

10, Q: have you ever said that you will be committed to building a vertical professional platform for sanitary products in the future? Can you give a specific idea about this specialization from the manufacturer to the consumer?

A: as the IME brand continues to gain popularity, the company will focus on the vertical field of hygiene products in the future, constantly increase R & D investment, and develop more products that can bring consumers health and hygiene.

11, Q: when you started your business, you used a partnership division system and did not tie up the company's shareholding system. Why did you adopt this model? What advantages and disadvantages do it have?

A: in the early days of entrepreneurship, there were no unified values, and the way of distribution was based on power, responsibility and profit. At the beginning, it was thought that business was bigger and bigger than business. Therefore, when I embark on the two departure, I first came to learn from the dark horse.

12. Q: the leader of enterprise development needs the strong execution of the team. Especially in the field of fast competition, how do you build your team structure? Is it the ideal structure to meet the rapid development of enterprises?

A: I think the organizational structure and the company team are suited to the development of the times. We must be open and democratic. Like Ali, we can go up and down. The company's team just fits what we are going to do now. We have the chief culture officer, chief financing officer, CEO, HR, network operation, micro business operation, production, R & D, board of directors and so on, but we are also planning to build echelon.

13. What is the most memorable experience in your business? What kind of mental strength is it that makes you insist on starting a business every time you meet with challenges and difficulties? (you once said that the label of your "Uncle" will cause people to laugh at you. How do you deal with all this?)

Answer: entrepreneurs are a free traveler who is extremely self abased and extremely confident. The adjustment of mentality is particularly important. The most memorable thing is to sell radish silk to the car's voice network, and pay the wages for the company everywhere, and the investors say the acquisition every day, but they do not act. After talking about more than a year, he tried every means to keep the company alive, because he did not hold on to it. He threw away his family business in front of him, and all kinds of beautiful expectations of his employees and all his promises to shareholders were wasted, so he had to live. Later, I saw people complain about how the stock market is not rising. I always smile lightly, because the boss's bitterness is unspeakable.

14, Q: can you talk about your successful financing experience? What will be the impact of the AD-VC fund's investment of 2 billion yuan on the development of the company?

A: I think the key to the success of this financing is that investors see my thoughts on the industry, and you have to disclose your ability to continue learning and the ability to understand the environment. Financing is effective for our team building and brand promotion. The biggest cost of starting a business is time cost. Capital can drive us to realize our dreams faster. At the beginning of the development of the enterprise, the most needed capital is the key to solve the key financial problems. Just like the newly born fish, when it has a trickle, it can swim freely into the river along the stream, and finally swim into the sea.

15, Q: what are your expectations and plans for the future of the company?

Answer: I want to have more recognition of our values in the future, and more like-minded friends to join in and share common values, so that all forces can exert themselves in one direction, so that all the forces can play a role and the company can continue to advance. IME wants to grow and develop without talents. The more people are involved, the more robust it will be. In the future, we will aim at the ultimate goal, formulate a short-term goal of one to three years and a long-term goal of five to ten years, accomplish these strategic goals step by step, and finally achieve the ultimate goal.

16, Q: what qualities do you think a good entrepreneur should possess? (you said that the founders should start with their own hands, besides that?)

A: if I say a good entrepreneur, I think we must have the ability to directly attack the essence and control the essence. We must have a clear understanding of the nature of things, and only have a clear understanding can we make accurate judgments. If we dare to understand the essence and see the truth behind the appearance, we can not live in the illusion that others create for ourselves. To do this, we need to study and analyze the essence and cause the cause and effect of it, and finally find the way to solve the problem, that is, we should harness the essence instead of being harnessed by the essence. Especially when the enterprise is bigger, as the founder of the enterprise, it is impossible to do everything personally, that is, to make full authorization, while avoiding the blindness brought to itself after authorization.

17, Q: how do you know the black horse camp? Why do you choose the black horse camp?

A: when I was in Mengniu, I read a magazine called "Chinese entrepreneur" every month. From then on, I often saw the first speech of Niu Dean. He made a sharp comment on current affairs. This Chinese Entrepreneur Magazine has a phrase "you can't increase the length of life, but you can change the width of life", so that I planted the seeds of entrepreneurship at that time, so I believe that life still has a lot of fate. It is because of many coincidence that you know someone at a certain time and make a decision at some time, and this decision affects a lot of people. Choosing a black horse camp is both a fate and a sense of identity. It is a recognition of the value of life.

18, Q: what courses have you attended in the dark horse camp?

A: I took part in the first phase of the black horse 19 phase, which helps us manage the business more clearly, and helps us understand ourselves better, understand our strengths and weaknesses, and learn from each other's weaknesses.

19, Q: what are your deep feelings in the learning of dark horse? Did the learning of black horse camp solve your entrepreneurial pain?

Answer: in dark horse, I can easily communicate with people anything. I feel happy in dark horse, because real, so happy. The study of the black horse camp is very important for us to start our business, especially for our two pioneering enterprises. How to look at the previous business and how to sum up the previous experience and lessons need to be further analyzed through the courses like the black horse camp to reduce the detours and avoid the future development.

20, Q: what are your expectations for learning in dark horse?

A: I hope that a little more classes will enable us to stay a few days longer, and we can learn more courses that are helpful for business management and development. At the same time, we hope to have a thorough understanding of our courses, and form a more complete theoretical system for future practice, and form a set of thinking ways to solve their own problems.

21, Q: what hobbies do you have and how do these hobbies affect your life and work?

I like listening to music and reading. These are things I can talk alone. These hobbies can not only cope with heavy work, relieve pressure, but also be another way to solve problems when facing pressure predicament. Adjust your mindset, stimulate your fighting spirit, and get rid of your own position without being troubled by problems and difficulties. Through continuous learning, you can understand wisdom from other people's experience and stories, and finally find a way to solve the problem.

22, Q: other wonderful stories and views you would like to share?

A: every entrepreneur has his own story, especially those successful entrepreneurs who have inspired us many times, like Mr. Li Jiacheng's life experience. Although he has only primary school culture, he has been an apprentice and has done sales promotion, but he is good at observing and analyzing, and at the same time he has very strategic vision and every step is firm and steady. He kept making money, and constantly putting money into public welfare undertakings, and lived a life different from others. Finally, I want to share with you the words of Mr. Li Jiacheng: thousands of saints have passed through, and conscience is my teacher.