The socks exhibition will introduce a different socks marketing model, which may be inspirational for you.
Brummell, a U.S. ordered menswear startup, was founded in 2017. The two founders, John LeFevre and Steve Staffan, have worked in investment banks, technology companies and consulting firms for 20 years. They realize that cultural and fashion norms vary greatly from job to job. For men in the busy workplace, matching socks with clothing every day is a cumbersome and time-consuming task. And the colorful and colorful socks on the market can not highlight the personality of men, nor can they increase the sense of fashion. So both of them chose simple, high-quality socks, and bought multiple pairs of socks of the same style, and replaced them regularly. But buying socks on a regular basis takes too much time, and it costs more to buy them separately. The two have always wanted to find an economical and convenient way to meet their needs for socks. But I looked around and found that no company in the market provided this service.
So the two decided to start a business and founded Brummell, using a subscription model to provide men with cheap and high-quality socks on a regular basis.
Users can purchase socks separately or choose to subscribe to the service on a regular basis (subscription). The subscription period has two options: every 3 months or 6 months.
The regular order price is more favorable, and a 10% discount will be given based on the unit price.
Although initially selling only socks, the two did not position the company as a socks ordering company, but rather a menswear ordering company.
The two used socks as an entry point, and the target user was the entire male group.
The company has expanded from men's socks ordering services to underwear, undershirts, ties and other men's clothing categories.
Unit prices range from $ 7 to $ 150.
All products can be ordered except for a single purchase.
When ordering, users can self-match the products in the box.
You can also directly order the combination set that has been matched on the official website. The unit price ranges from 44 to 222 US dollars.
Brummell's user base now spans 50 states and more than 30 countries worldwide.
This order-based menswear startup is just a microcosm of the current ordering model.
As online shopping and Internet direct selling models become more popular, scheduled subscription startups around the world have sprung up in various fields.
According to a report by McKinsey & Company, the annual growth rate of the scheduled e-commerce market in the United States over the past 5 years has exceeded 100%.
A report by Fast Company in October 2018 also mentioned that the number of "order boxes" companies in the United States has reached 3,500, an increase of 40% over the previous year.
The rise of subscription startups is not accidental, because as competition intensifies, the world is entering an era of scarce traffic.
The cost of acquiring new customers is getting higher and higher. In some industries, the cost of acquiring customers is even as high as 1,000 yuan.
As new customers get more difficult, repeat customers are especially important.
How to increase the number of repeat customers? Sock show takes Zappos as an example.
This company's approach is not to advertise, and to return all the funds that should have been invested in advertising to customers, improving the user experience.
So Zappos can allow users to return unconditionally within one year.
Zappos sends users six pairs of shoes to try on each time. Users only need to leave the most suitable shoes, and the rest can be returned to the company, and the freight is paid by the company.
Zappos encourages customer service to meet users' various requirements, even gossiping. The longest call record is kept at 10 hours 29 minutes.
Zappos turns users into repeat customers by providing an experience beyond expectations.
And subscription startups that regularly ship products turn customers into repeat customers through business models.
For example, users who order socks in Brummell may not be because the Brummell experience is particularly good, but other service providers are too inconvenient.
Order-based startups simply need to find consumables in their lives, and then use the subscription model to allow users to receive products regularly after one payment.
After expiration, you can automatically renew the bill, which saves users time and energy in all aspects of selection and payment.
Not only that, with the increase in customers, subscription startups also benefit from economies of scale and lower costs, so that customers can enjoy lower-cost, high-quality products.
Entrepreneurs at this stage, as long as they find a consumable in people's lives, and then use the subscription model to save people's time and cost, they can be successful.
But as the competition intensifies, the subscription model alone is not enough to succeed, and like Zappos, we have to find ways to provide users with an unexpected experience.
As traffic becomes more scarce, there should be more and more startups that combine the subscription model with Zappos' approach.
This may be a vent for future entrepreneurs.
Source: Rich Diary
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Fancy yarns greatly protect people's travel and protect people's health. At present, the best raw material for fancy yarn is 100% imported Australian wool, that is, ultra-fine Merino wool. It belongs to imported raw materials and has origins, such as Australia, New Zealand, and Uruguay. Imported Australian wool fancy yarn can be used for knitting sweaters, trousers, scarves, hats, gloves, etc. It has a wide range of uses and protects the skin. As for the classification and characteristics of fancy yarns, follow the steps of the Yarn Show and decrypt them together.
Fancy yarn refers to the yarn with special structure and appearance effect obtained by processing fibers or yarns using special raw materials, special equipment or special processes during spinning and thread making. A type of yarn. Almost all natural fibers and common chemical fibers can be used as raw materials for the production of fancy yarns. Fancy yarns can be silk, pressed, silk, rayon, cotton, hemp, synthetic fiber, gold and silver threads, and blends. Yarn, cotton, etc. as raw materials. Various fibers can be used alone or in combination with each other to complement each other's strengths and give full play to their inherent characteristics.
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The structure of fancy yarn consists of core yarn, decorative yarn and solid yarn. The core yarn bears the main yarn; the decorative yarn is wrapped around the core yarn to form an effect; the solid yarn is wrapped around the outer periphery of the decorative yarn in the opposite twist direction to fix the pattern, but there are cases where the fixed yarn is not used. The following introduces the names and characteristics of several common fancy yarns (threads):
Knot yarn is twisted multiple times at the same place. The helix is made by combining and twisting two yarns of different fineness, twist and type. Thick and thick fiber bundles are attached to the core yarn and wrapped with solid yarn. The loop line decoration line forms a closed loop shape and is wrapped with a solid yarn outside. The knotted yarn is wound around the core wire in a spiral manner, but is thrown in a loop shape at intervals. The chenille thread sandwiched the lateral gauze on the core. Plush yarn ends loosen.
Fancy yarns processed by dyeing methods such as color mixing threads, printed threads, rainbow threads, etc .; three are fancy threads processed by fancy twisting machines, in which the feeding speed of core and decorative threads can be varied and changed. It is divided into super feeding type such as spiral line, small braid line, loop line and control type such as big belly line, knot line, etc .; four is special fancy line such as chenille line, cored line, brushed line, flocking line, etc. .
How are fancy yarns classified? Fancy yarns can be roughly divided into the following categories according to their processing methods: one is the fancy thread processed by ordinary spinning systems, such as chain thread, gold and silver thread, and yarn; and the other is the fancy yarn processed by dyeing method. Lines such as mixed color lines, printed lines, rainbow lines, etc .; Third, fancy lines processed by fancy twisting machines.Among them, according to the difference and change in the feeding speed of core and decorative threads, it can be divided into super-feeding types such as spiral Line, small braid line, loop line and control type such as big belly line, knot line, etc .; Fourth, special fancy line such as chenille line, cored line, brushed line, flocking line, etc. There are many varieties of fancy appearance for decoration, and there are many production methods. The structure of fancy yarn consists of core yarn, decorative yarn and solid yarn. The core yarn bears strength and is the main yarn; the decorative yarn is wrapped around the core yarn to form an effect; the solid yarn is wrapped around the outer circumference of the decorative yarn in the opposite twist direction to fix the pattern, but there are cases where the fixed yarn is not used.
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The following yarn fairs introduce the names and characteristics of several common fancy yarns (threads):
1. Knotting yarn The decorative yarn is twisted multiple times at the same place.
2. Helix is made by combining and twisting two yarns with different fineness, twist and type.
3. Thick knots Soft thick fiber bundles are attached to the core yarn and wrapped with solid yarn.
4. Loop line The decorative line forms a closed loop shape, and it is wrapped with solid yarn.
5. Knotting yarn The decorative yarn is wound on the core wire in a spiral manner, but the loop shape is thrown at intervals.
6. Chenille thread A horizontal trim is clamped on the core thread. Plush yarn ends loosen.
7. Diamond-shaped metal wire around the core of metal (made of aluminum foil or sprayed metal material covered with a transparent protective film) around the outer circumference of another color, thin decorative lines and fixed lines, with a diamond-shaped effect.
Source: Global Textile Network
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