Founder Profile and Entrepreneurial Experience

In the underwear industry, Jin Qi's emergence is undoubtedly a dark horse in the industry. Although she is a salesperson, she has an extraordinary obsession with product quality. Despite her youthful and energetic appearance, she always maintains a meticulous and serious attitude towards products. She has strict control over the production process for Mizi underwear.

On the "Mizi Goody" platform, which has been developed after years of preparation, her control over product selection is equally admirable. She invested extraordinary energy and utilized her accumulated resources and social capital for many years to explore and inspect the supply chain in her own team, repeatedly try out products, conduct detailed research and comparison of products, making every effort to select the most cost-effective products for platform users.

In terms of management, Jin Qi's business philosophy of "single store profit of 20000" has paved a unique path for her in the underwear industry. Jin Qi's business philosophy is closely related to her past experiences. There are countless successful entrepreneurs in the business world, but few can extract business concepts. If you want to understand how the dark horse in the underwear industry succeeded, we need to start with her childhood experience.

Life Experience

In 1985, Jin Qi was born in Pingxiang, Jiangxi. Her parents were well-known individual businessmen in the local area long before she was born. They started the wholesale trade, opened factories, and contracted projects in the 1980s, becoming the first batch of businessmen after the reform and opening up in China. Her mother named her, with the second name 'Qi', which implies the hope that Jin Qi would not take the ordinary path and live her own legend. Jin Qi did not disappoint her mother. Since childhood, she has been brave enough to explore and lead others.

Watching her parents doing business and running errands from a young age, the strong business atmosphere at home has also cultivated Jin Qi's interest and sensitivity towards business. Due to her family environment, Jin Qi has set an ambition since childhood to have her own career like her parents and become a successful businesses woman.

With good financial conditions at home and excellent academic performance, Jin Qi's childhood was happy and full of sunshine. However, around the year 2000, the family's business began to go downhill, and her father's investment failed. The family went from being well off to being heavily in debt. To make matters worse, her mother also suffered from depression. Despite seeking medical attention and undergoing craniotomy, her mother's condition was still deteriorating. Her mother gradually lost her mobility and was paralyzed and unable to take care of herself. Jin Qi and her family often went to various hospitals for her mother’s illness. She not only had to take care of her mother, but also bore the cost of her two younger sisters’ college, which put a lot of financial pressure on her. The hardships of life did not overwhelm Jin Qi, but instead made her become self-esteem, self-respect, and self-improvement. She resolutely shouldered the responsibility of her family.

On November 8, 2006, Jin Qi came to Shenzhen with 770 yuan and found a job with a minimum salary of only 1500 yuan. Her first days in Shenzhen were very hard. Living off instant noodles, her most desired "big meal" every day was the fast food of 5 yuan per serving from a mobile vendor outside the company. Difficulties did not prevent Jin Qi's progress and development, but inspired her courage and confidence to fight against life. Working hard, studying diligently, and growing vigorously, Jin Qi showed her exceptional work abilities. In her second year of work, with a base salary and commission, she received an income of 170000 yuan. After just three years, she had accumulated enough savings and started her first business.

As a foreign trade salesperson of the industrial product laid the foundation for Jin Qi's later success in the business world. She learned how to interact with clients, build trust with them, and even become friends. Unlike ordinary salespeople, Jin Qi hopes to establish long-term business through the excellent quality of its products, for she doesn't want to disappoint customers. One of her clients contacted her due to a malfunction ten years after purchasing the machine. Although she had switched careers, she immediately contacted her former factory and tirelessly arranged maintenance matters for the client. She values product quality particularly because she is unwilling to disappoint customers. There is also why she will make a commitment to "rigorous testing of quality issues" when building Mizi underwear in the future.

Twists and Turns

Jin Qi, who had a clear understanding of her future from the beginning, never forgot her dream of starting a business. At the end of 2009, her first company - Huayu Machinery Co., Ltd. was founded. However, the entrepreneurship has never been easy. The entrepreneurial experience has put a lot of pressure on Jin Qi, leading to health issues. At the worst, at the age of 25, she suffered from insomnia for a month, leading to the gum inflammation, and loose teeth throughout her mouth. The entire gum was scraped off by the dentist. Despite all her efforts, she ultimately failed. The entrepreneurship only lasted for one year and ended in failure.

In 2011, Jin Qi, who returned to the workplace, still chose to start as a foreign trade salesperson. She joined Han's Laser company and chose the LED screen foreign trade. LED screens are an industrial product field that values capital and technology. Work experience in the field has made Jin Qi's heart more patient, laying the foundation for the future success of Mizi and allowing Jin Qi to refine her own business philosophy. In her later entrepreneurial process, she repeatedly emphasized that Mizi should win with quality and service, and she disliked low-priced dumping and unfair competition, all of which were related to the experience. Jin Qi's excellent qualities, which she had previously trained in her work, quickly made her stand out in the field of LED screens. She quickly became the most outstanding salesperson in the LED screen foreign trade field.

The brilliance in the workplace and the ease of life did not make Jin Qi forget her original intention. After returning to her peak in the workplace, Jin Qi decided to set out for her dream again. In 2013, she went to South Sudan alone and planned to invest and establish a factory in South Sudan. After all the resources such as funds and factories were in place, she was forced to abandon the project due to the outbreak of the South Sudan War.

20130929 South Sudan Survey

The Rise of Her Career

The ups and downs of entrepreneurial experience hold her back. She observes attentively thinks how can she seize the opportunity and create her own business? By chance, she discovered that the domestic underwear industry was in a frenzy. Based on her intuition, she firmly believes that the industry will have broad prospects. After a comprehensive review of her own resources, products, and industrial supply chain, on September 19, 2014, Jin Qi decisively created Mizi underwear brand and got into the industry with the product of no-wire bra. 

Early Stage of Her Entrepreneurship

Unlike industrial products, underwear belongs to the fast moving consumer goods, with low entry barriers and rapid product changes. The underwear industry is also plagued by issues such as brand confusion, rampant plagiarism, and serious homogenization. Jin Qi developed underwear with an industrial mindset. From the beginning, she set a goal to build a 100-year healthy underwear brand. To the end, she established technical and brand barriers for Mizi underwear by a "strong technology, strong operation" business approach .

She also opened her own factory, tightly controlling the supply chain and quality in her own hands. Others sell whatever style they see, but she invests in building her own design and development team to develop competitive products. In order to create a hugely popular product, she will require designers to conduct product development two years in advance, and spend one year repeatedly adjusting the upper body effect and testing the product. In order to make Mizi underwear more competitive in the market, she established a workshop and required designers to try out all errors in the workshop before the product design could be launched in a perfect state.

Factory in the Early Stage of Her Entrepreneurship

With the help of "strong technology and strong operation", Mizi underwear, which has invested Jin Qi's hard work, quickly became a dark horse in the underwear industry and gained recognition from consumers and the market.

Innovation and Development

Regarding the impressive results achieved by Mizi in a short period of time, Jin Qi was aware that luck played a significant role. In her opinion, during the period of great development in the micro e-commerce industry from 2014 to 2016, many enterprises were able to develop as long as they stood at the forefront. However, according to the laws of business innovation, the industry will one day enter a period of adjustment, when only truly capable enterprises can survive until the end.

Faced with high recognition from the outside world and numerous honors, Jin Qi stays particularly calm. She believes that in order to achieve the ideal of "100-year healthy underwear" and develop in the increasingly competitive market, efforts must be put into "products, services, and teams". Therefore, she pioneered a strategic partnership with Italy's ILYZIA STUDIO to design products that convey world trends to Mizi. At the same time, she has increased efforts to apply for product patents, and used international popular styles and patented products to defend the advantages of Mizi products.

In addition, she pioneered the use of standards to quantify service levels and solve problems encountered in the sales chain. In terms of team building, she is also forward-looking in establishing a 10,000 ㎡multi-functional talent incubation base center, creating an elite teaching system, providing various knowledge and practical guidance to the main dealers of Mizi, helping them grow together.

From being ignorant at a young age, to struggling for survival, and now being the leader of underwear brands, Jin Qi believes that her greatest happiness lies not in how much money she earns, but in how many people she has helped, how much value she has created for her family, colleagues, friends, partners, and even strangers. All scenery and scenery should be measured with a broader perspective. Now, the legends of Jin Qi and Mizi are to be continued, and more exciting things are worth looking forward to in the future.