article | Oran
80, the younger generation born in the 1990s have been labeled with many labels: snail residence, naked marriage, house slave... This era keeps giving young people various opportunities, but is filled with the pressure that comes with them. When I asked about Taiwan's Orphere CEO Pan Zhengqi, he revealed that he wanted to start a business because of the huge pressure he would face in the future.
Pan Zhengqiu studied in the Department of Chemical Engineering at the National Taiwan University. Taiwan University is considered to be the best university in Taiwan, but the salary that seniors receive is probably more than NT$1 million (about NT$200,000 to NT$300,000). The average house price in Taipei is more than 1 million per square meter. It is very difficult to live in Taipei with such salary benefits. Under the pressure of society, Pan Zhengqian, who was still a junior at the time, decided to try to start a business.
Pan Zhengqiu
There are thousands of entrepreneurial directions. Pan Zhengqiu chose to cut into the facial mask and entered the women's makeup market like Chen Ou of Jumei Youpin. In his opinion, fast-moving consumer goods such as facial masks can be used up very quickly, with a short service life and a high replacement rate. But unlike Chen Ou, who is from computer and economic background, Pan Zhengqing did not do flash sales model, but used his own chemical background to make his own products and brands. His research team was trained by the Department of Chemical Engineering of National Taiwan University and has innovated the Zephyrine brand with biochemical technology and clinical medical experience. Zephyrine translates as "thin silk fabric" in English. At the beginning of its establishment, it took the "placenta live-colored feather chuff mask" as the starting point, and used feather chuff as the material and matched with natural essence to launch a fresh and natural trend in the beauty market.
The most difficult thing in starting a business is the process from 0 to 1. The start-up capital is borrowed by parents and deposited by themselves, and the mask is made by the factory. At that time, the minimum production scale required by the factory was 2,000 sets, and Pan Zhengqiu produced 2,000 sets. For the mask business, the decisive step is not production but marketing. "I used a mask that no one had heard of before, and I could hardly sell it. That feeling was very frustrating."
So Pan Zhengqiu went to find physical stores, looking for opportunities from places like SPAs and salons, so that customers could try out and buy their own brands, and later started selling them online. In order to open up brand fame, you also need to smash advertising. Please ask some famous people to endorse the trial, and then post updates or write reports on social platforms.
Pan Zhengqing also emphasized that when advertising, he must try to maximize the investment return rate. For example, looking for someone to endorse a spokesperson, a famous Bloger (a blogger of a well-known Taiwanese blog) shared a poster on Facebook, which costs NT$80,000 to NT$90,000 at a time, which is quite large for college student entrepreneurs with limited funds. After a long experience, you must be able to summarize those spokespersons who can bring customers to him the most efficiently. Although some people are very famous and have many fans; some people have many likes when playing, they may not necessarily bring consumers effectively. These are the details you need to pay attention to when spending money on advertising.
Advertising and sales can only add icing on the cake, the most important thing is to have a strong product. At present, Pan has the world patent for the thinnest and lightest silk down mask. The mask produced will be very comfortable to use and has good absorption. There are tens of thousands of products on Taiwan's e-commerce giant Pchome, and thousands of messages left. The products have also expanded from the original mask to essences, face creams, CC creams, weight loss products, etc. In addition to Zephyrine, it also launched a new Choyer, which specializes in protecting women's skin. After four or five years of polishing, he has also studied for graduate school in the NTU Business Research Institute, and has increased his annual revenue from NT$500,000 to over 100 million, and his annual performance has increased by three times in the past four years. Currently, the business is preparing to expand the mainland market and sell products to the mainland.
When asked how to enter the mainland market, Pan Zhengqian said that he had mainly used online online transactions in Taiwan before, and after the development in the mainland, he would combine physical and e-commerce. In addition, considering that many consumers prefer imported products, they will choose to produce products in Taiwan or transport the prepared internal materials to the mainland and then package them in a unified manner to maintain the label of "Made in Taiwan".
"There are currently a large number of cosmetic brands in mainland China, but the cosmetic brands that survive every year are less than 5%, and basically 95% of the other people have failed. In addition, some unqualified cosmetics are constantly exposed, and mainland consumers are very inclined to buy external products.Therefore, it may be a better choice to directly introduce brands to sell, and we will have many opportunities. "
In the face of social pressure, some people choose to become silent and seek stability, abandoning the passion of struggle and the fun of innovation, some people are good at observing and dare to try, and crossing the society's suspicion of college students' entrepreneurship, and users' doubts about new brand, and finally stand in the position they expect. Pan Zhengqing is obviously the latter. There is a story behind each product of
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