To create the most comfortable socks, how the first "explosive" BRAINSEGA socks in Kuaishou was born

Details determine success or failure, socks determine clothing .

Socks are things that are in close contact with the skin. We must choose carefully when buying. Choosing the wrong socks will bring some impacts and hazards. If your feet have tightness, irritation, and obvious strangulation, it means that your socks are not suitable.

Human feet are prone to sweat in hot weather. Wearing shoes without socks, especially leather sandals, plastic sandals and even travel shoes that are not very permeable, will make the skin of the feet soak in sweat directly for a long time. , The part of the foot that touches the shoe will turn white, and at the same time, because the fungus is easy to grow in the hot and humid environment, it can also cause fungal infection of the foot.

Former World Bank President Paul Wolfowitzwei, while visiting a mosque in Turkey, accidentally made headlines all over the world because of a pair of ripped socks exposed.

If you want to dress as a gentleman, the part that is exposed in the trousers is much more thoughtful!

Dig deep into the pain points to create the most comfortable socks

As a personal item for office workers, socks absorb sweat, breathe, and deodorize. Keeping feet dry is the biggest pain point. BRAINSEGA broke through at this point.

Try 1000 pairs of socks to find the real needs

BRAINSEGA’s design and R&D team consists of 6 people. At first they bought 1,000 pairs of socks from different brands, tried them on one by one, and had to change several pairs a day. Then everyone got together to talk about its material, its shortcomings, and explore the real needs of users for socks.

In the end, they unanimously chose the real Xinjiang long-staple super soft cotton fabric, which has the characteristics of good air permeability, good warmth, good elasticity, no static electricity and pure natural properties, which can achieve the best comfort management effect.

In order to create a pair of comfortable socks, the cotton will be finely combed before being woven into threads to screen out the short fibers while retaining only the strong and comfortable long fibers. The toe part of the sock is sewn by hand to ensure that there is no bulge, the stitches are smooth, and can fully fit the toe part, ensuring that the user will be very breathable and fit after wearing the BRAINSEGA socks.

Innovative features quickly broke through

BRAINSEGA is an Italian light luxury brand that has entered the Chinese market and wants to stand out among many brand items. Unique innovation is the fastest way to break the siege.

In order to innovate better, BRAINSEGA has also set up an innovation laboratory. In addition to studying the raw materials, fit, elasticity, and sweat absorption of socks, it also specializes in the different requirements of different sports on the characteristics of socks, from running to Cycling, all have been analyzed.

The chief product experience officer of BRAINSEGA believes: "A pair of uncomfortable socks can even make a person's mood for a day extremely unpleasant."

In order to make a better pair of socks, technology is implanted...

Chitin

Chitin, also known as chitin, was discovered by French scientists as early as 1811. It is mostly obtained from the shells of shrimp and crabs. Chitin can also resist some harmful bacteria. With its unique structure, chitin has an inhibitory effect on many fungi.

BRAINSEGA socks fabric contains chitin, which has a certain inhibitory effect on foot fungi.

Chitin is the second largest natural organic polymer substance after cellulose. There are many polar groups such as hydroxyl and amino groups in the chitin molecule. The charge per chemical group and the density of polar groups are high, and the moisturizing power is high. , Has good moisture absorption and air permeability.

Quantum

implantation quantum implantation

The Institute of Quantum Medicine and Equipment of Shanghai Jiaotong University is the birthplace of quantum medicine in my country. Professor Xu Ziliang has gone through nearly 30,000 clinical trials and compared the test results with the diagnosis results of Chinese and Western medicine to develop testing standards that are more in line with the physical conditions of Chinese people. It provides a scientific basis for the promotion and application of this technology in my country. Zhejiang Tianyi Quantum Technology Co., Ltd. cooperated with the Institute of Quantum Medicine and Equipment of Shanghai Jiaotong University to build the first set of quantum implantable capsules in China and create a quantum healthy life experience hall.

The main mechanism of quantum implantation of BRAINSEGA quantum socks is through the high frequency resonance of quantum. After contact with the skin and acupuncture points of the feet and legs, the quantum energy field will act on the acupuncture points of the human body. Through the principle of quantum resonance, it can improve The microcirculation of the human body acts on the meridians and collaterals of the human body. It is fully in line with the health regimen of the human body. It is similar to traditional Chinese acupuncture and moxibustion, and has many advantages such as convenient use and no pain.

Quantum health socks can enjoy the effects of massage and foot therapy on the legs of the human body during use, and relax the acupoints while living and working, improve the microcirculation of the feet, and generally have a health care effect on the human body.

shea butter

The extraction of shea butter comes from "Shea Butter", which is a plant with miraculous maintenance effects. Shea butter has a good deep moisturizing effect, and has anti-ultraviolet, anti-inflammatory and anti-allergic effects. BRAINSEGA socks fabrics have been soaked in shea butter, which has a better skin care and nourishing effect on the skin of the feet.

Shea Butter is extracted from the oil in the core of the African Shea tree fruit. It not only moisturizes dry skin, repairs sunburn, and is an inexpensive beauty product.

Can be used for:

1. Moisturizing after bath

2. Repair inflamed skin

3. Various purposes such as shaving lubricating cream

It can be used for a long time to nourish the skin, nourish the skin deeply, prevent chapped dryness and maintain the natural elasticity of the skin.

Shea butter can also be applied to the skin of babies and children.

In summary, as a vegetable oil, shea butter has excellent effects in moisturizing, anti-aging, anti-inflammatory, and strengthening skin barrier functions. It is precisely because of these remarkable effects that shea butter is used in high-end cosmetics. Wide range, can exert excellent effect. Shea butter is generally safe, non-irritating to the skin, and will not cause adverse reactions.

Lycra fabric

Lycra fabric is a fabric made of spandex fiber, so Lycra is also called spandex. Lycra fabric has good elasticity and high softness; adding Lycra to the fabric can enhance the elasticity of the fabric. Lycra can be used in combination with various fibers without changing the appearance and texture of the fabric.

The socks are made of Lycra material, which can make the socks more beautiful and soft. Improved wearing comfort.

Comfortable, soft and good quality

Lycra fabric is very soft, and Lycra fabric is mainly to improve the extra comfort of clothing. Therefore, underwear and skirts made of Lycra fabrics can be more comfortable and soft, which makes the clothes more textured and more comfortable to wear.

Good elasticity and not easy to deform

Adding Lycra to the fabric can enhance the elasticity of the fabric. Lycra can be used in combination with a variety of different fibers without changing the appearance and texture of the fabric. Any fabric can be combined with Lycra, and it will have better shape retention, Drapability, etc. Make the fabric more close-fitting, comfortable and free to move.

After a round of research and development, in accordance with the pricing design of small profits but quick turnover, the affordable price of 59.9 yuan per 4-5 pairs of socks has been sought after by many consumers. In just 3 days, the number of socks sold by the BRAINSEGA brand single channel was fixed at 50,000 pairs.

In addition to better satisfying consumer needs, behind the tens of thousands of pairs of socks, the supply chain end is also a big challenge. For Mr. Han Xiaolin, chairman and global brand manager of BRAINSEGA, who “listens to consumers, everything is based on respect for the consumer’s experience.” The accuracy of the information is his “extraordinary reason”. Things to care about".

Han Xiaolin, chairman of BRAINSEGA, said frankly: “The premise of on-demand production must be that the factory makes its own production capacity online and digitized. Only by opening up the data of the consumer Internet and the industrial Internet of things can the synergy of production and sales be realized.”

Today, 50 hosiery machines on BRAINSEGA's 2 production lines can produce 15,000 pairs of socks every day. But even so, in the face of the surge in demand for single products, in addition to "maximizing production capacity", what other methods can be used to respond to market demand in a more timely manner?

In order to ensure the super high quality of socks, many styles of socks of BRAINSEGA can only be supplied in limited quantities. Due to the traditional hand stitching, the production speed of the products has not been able to expand rapidly. Consumers can only buy them online. Wear BRAINSEGA socks. In this regard, Mr. Han Xiaolin explained: “Many people think this is the effect of thirsty marketing, but it is actually the acceleration of the second repurchase by consumers and the higher evaluation after use, which has brought greater market demand. , Leading to a situation in which supply exceeds demand. At present, efforts are still being made to solve the problem of expanding production, so that more consumers can improve their product value perception."

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