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    Date submitted
  • 03-Feb-2018

Deja Bu


Do you know that fashion is the second most polluting industry in the world? The low-quality manufacturing process and disposal waste are overlooked because fashion has become an essential part of our life. As a group of socially and environmentally conscious activists, we want to bring changes to the fashion industry. After years of research and preparation, we are happy to announce the world’s most eco-friendly backpack, Deju Bu, to solve this issue. Deju Bu is 100% made from cork, the outermost layer of an oak tree. Shaving the oak tree not only helps the tree to grow stronger and to live longer, but it also turns the previously neglected natural materials into valuable accessories. Deju Bu is a light-weighted, zero waste, water-proof, and soft texture backpack that will be the first of its kind in the Chinese market.


Additional Questions

Who is your customer?

Our initial customers are college students, programmers, and white collars. These groups of people are environmentally conscious. Not only will we bring price affordable products to them, but we will also encourage them to participate in living a green life. We will create a customer reward program in which our members will be given opportunities to get cash-back on every purchase. In addition, our members can participate in our "A Gift From Nature" program. In this program, members can plant oak trees, name them, water them, and more.

What problem does this idea/product solve or what market need does it serve?

Fashion is the second most polluting industry in the world. The low-quality manufacturing process and disposal waste are overlooked because fashion has become an essential part of our life. Most Chinese luggage manufacturing companies use leather, plastic, textile fabrics, and other chemical materials to manufacture luggage and bags. These harmful products are sourced from petrochemical and they are not renewable, biodegradable, or sustainable. Deja Bu is committed to create a green fashion brand that recycles natural materials and transform them into useful products. Every product made by Deja Bu will be 100% chemical-free.

What attributes will make this idea/product successful? Why do you believe that those features will create success?

We have a strong and high-efficient team. Our co-founder Robert is an entrepreneur who sold his tech company for 2 million RMB evaluation when he was 20 years old. He has experience in marketing and operation management. Our partner in China has ten years of experience in brand marketing and strategic planning, and she also has six years of experience in luggage and bag industry. From our research, we found that there is no major player in the cork industry in China. With a rapid increase in green consumption, there is a huge potential luggage and bag market in China. The proportion of "environment-friendly consumers" in Alibaba's subscribers jumped from 3.4% in 2011 to 16.2% in 2015, reaching 66 million. Green consumption is the mainstream now and allows the premium price of environmentally friendly products to increase by 33%. ACMR-IBISWorld forecasts that in the five years to 2022, total revenue of the Luggage Manufacturing industry in China will increase at an annualized rate of 5.4% to $113.5 billion.

Explain how you (your team) will execute to make this idea/product successful? What gives you (your team) an advantage over others already in the market or new to this market?

Two of the three co-founders have bountiful experience in startups. Robert started his technology company when he was 20-year-old, and Wanjun has five years of experience in the fashion industry. Each person on the team has a well-designed role. For example, Robert will be responsible for marketing and operation, Wanjun will be responsible for branding and writing, and Eesen will be responsible for financial reports and social media content. Wanjun has well-established relationships with e-commerce platforms such as JD.com and Tmall.com, which will give us an advantage over advertising our products on those million-users platforms. Furthermore, we have already contacted the cork manufacturer in Xiamen city, which is very close to our marketing and sales office.