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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Nike press conference in London, November 30, 2009. U2 vocalist Bono changed shoes for Chelsea striker Drogba. The reporter designed a monologue for him: "Smell my foot odor, your voice will be more hoarse and more charming ...", visible. Foot odor is actually a problem without borders. In 2009, Kao Corporation of Japan surveyed the laundry situation of some Chinese urban households and found that more than 90% of households chose to wash socks and underwear by hand alone. The socks exhibition also learned that nearly half of people choose to wash their underwear by hand.
The concept of washing socks and underwear separately from ordinary clothes has a considerable market in China.
Why are you so obsessed with washing separately? I heard that people from other countries always wash together. Are they special?
As a lazy man, I really hope that the clothes in the world are not afraid of machine washing and dyeing. Such a brain is poured into the washing machine. But many people reminded: "Underwear and socks must be careful not to be washed together!" Many people worry that the bacteria and fungi on the feet will be transmitted to the underwear and cause fungal infection of the vulva, which is vaginitis. The socks exhibition tells you, Actually not so ...
Athlete's foot is not a hot pot for vaginitis
Vulvar fungal infection, is it really to blame beriberi? In fact, the pathogen of beriberi is dermatophyte, which is difficult to survive and reproduce in the acidic environment of the vagina, so it has little to do with vaginal fungal infections.
Here we knock on the blackboard for everyone, this "bacteria" should be more worried! Although beriberi is difficult to cause vaginal fungal infections, dermatophytes on the feet cannot be underestimated!
It is understood that a sock for beriberi may have more than 100,000 fungi. If underwear is mixed with such socks, it is easy to cause the transfer of athlete's foot. Many people suffer from ringworm or jock itch, or even itching all over.
Socks may have fungi, but underwear is dirtier than socks! If we only focus on the bacteria on the feet, the default underwear is clean, which is also a big mistake.
Microbiologists have conducted research. An average of 0.1 g of feces is contained in a pair of dirty underwear. In addition to 1/4 of the water and food residues, human excrement will also have shedding cells and microorganisms. If the host has a disease, they may also carry hepatitis B virus, rotavirus, etc. So underwear may be dirtier than socks!
Do these socks and panties together
Do not say that since they are all dirty, it is better to attack them with poison. After all, no matter which bacteria are infected, the consequences must be borne by themselves. If you really want to wash together, you must meet 3 conditions:
① Try not to wash your underwear with other people's underwear. Wash your own.
② If you have athlete's foot, you must wash it separately to avoid the spread of ringworm.
③ Wash it by accident, remember to dry and disinfect in time.
Some friends may ask, how can a public washing machine wash everything together? Why do some washing machines wash all year round?
This is indeed an interesting phenomenon. The Chinese in the laundry room take the underwear out for washing alone, while people in other countries throw everything into the washing machine.
In fact, because the detergent contains disinfectants and bactericides, it can effectively kill bacteria and fungi. However, most of China's laundry detergents and liquids do not contain disinfectant ingredients.
Isn't there any way you want to wash willfully? Of course it does. Bleaching agents or disinfectants will release active oxygen during the washing process, which can wipe out fungi such as athlete's foot.
If the washing machine comes with a drying or heating function, even better! Most microorganisms live at 22 ° C to 36 ° C, so we only need to treat with water above 60 ° C to work.
In addition, pay close attention to ventilation and dryness for undergarments. After all, cold and humid environments can breed bacteria and fungi. These conditions are met, but in fact, mixing is not a big deal. After all, psychologically acceptable, no big deal!
Precautions for washing clothes
1. If you are forced to use a public laundry device, such as a public washing machine, it is recommended that you only throw unsuitable clothes into the washing machine. Wash panties and socks by hand.
2. Adult clothing, especially underwear and socks, must be separated from children's clothing, after all, children's resistance will be weaker.
3. Physiological period, anorectal disease, skin peeling, injury, abnormal secretion, pruritus and other symptoms of friends, at least hand wash underwear.
Source: Central Radio and Television
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Since ancient times, China has been a big country of silk textiles and cotton textiles. From the earliest silkworm raising silk technology, to the ancients' respect for silk, to the decent and flax in modern life, the evolution of textiles is closely related to our lives. The textile industry It also plays an important role in the national economy. Nowadays, LV, GUCCI and MK are full of fashion aesthetics, China's clothing market is still waiting to be discovered. With the blessing of e-commerce, segmented brands targeting different age groups have emerged. The Chinese clothing industry, which was squeezed by foreign brands, is slowly recovering.
Taking advantage of Dongfeng, many textile and clothing companies have also started their capital expansion journey. Yadong Group, the third-ranked textile dyeing and finishing service provider from Jiangsu Province, submitted a main board listing application to the Hong Kong Stock Exchange on November 27. China Knitting Fair also keeps pace with the developments.
According to Ipsos statistics, from 2014 to 2017, China's total clothing retail value increased from 1,256.3 billion yuan to 1,455.7 billion yuan. In 2018, due to the slowdown of China's economic growth, the total clothing retail value was 1,370.7 billion yuan. However, as the economic transformation deepens, it will continue to grow in the future, and it is expected to reach 1.913 trillion yuan in 2024, a compound annual growth rate of 6.4%.
Yadong Group, which recently submitted an application for the listing of Hong Kong stocks, was established in 2011. It is located in Changzhou, where the textile printing and dyeing industry is concentrated, adjacent to Shanghai. It has a unique geographical location, and is also a fabric supplier for Uniqlo, Semir and other brands. So, what exactly is its strength to sprint Hong Kong stocks?
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Jiangsu's third, with annual revenue of nearly 900 million
As far as the entire clothing manufacturing industry chain is concerned, East Asia Group is in the middle of the industry and is a textile dyeing and finishing service provider.
Thanks to the gradual recovery of the apparel industry, Yadong Group has also shown a steady growth trend. From 2016 to the first half of 2019, Yadong Group achieved revenues of 387 million yuan, 662 million yuan, 861 million yuan, and 405 million yuan, with a compound annual growth rate of 49.1%. Net profit increased from 3 million in 2016 to 49.1 million in 2018, with a compound annual growth rate of 305.4%.
According to Ipsos statistics, in terms of revenue, Yadong Group ranks third in Jiangsu Province, accounting for 1.6% of Jiangsu's market share, and the top five suppliers account for 6.3%.
The business models of China's textile dyeing and finishing service providers are divided into two categories, including distribution models and processing models. The distribution model needs to purchase raw materials by itself; the processing model is that customers provide raw materials, and the group is responsible for processing and then selling them back to customers. Therefore, the profit margin of the distribution model is relatively larger, and the business of Yadong Group focuses on the former.
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From 2016 to the first half of 2019, the sales revenue of Yadong Group's textile fabric products increased from 85% to 95%. The sales fabrics were mainly jersey, followed by corduroy; the proportion of processing services continued to shrink.
As far as customers are concerned, Yadong Group's customers are mainly apparel manufacturers. In 2018, Yadong Group cooperated with Uniqlo purchasing agents to achieve sales of 123.4 million yuan, accounting for 14.5% of the same period of revenue. It was the largest customer. In the year, the company's overseas sales accounted for 25.3%, and the five largest customers accounted for more than four. to make.
It is worth noting that Yadong Group generally does not enter into long-term sales agreements with customers.
According to industry insiders, as fashion styles and fabrics are updated more frequently in the apparel industry, apparel manufacturers are more inclined to short-term contracts or even quarterly contracts.
How to retain big customers is very important for Yadong Group. The prospectus shows that if the company's main customers change suppliers and the company cannot find new major customers or expand its customer base, the company's revenue, business, financial position and operating results will be materially and adversely affected.
In addition, Yadong Group also faces considerable market competition pressure.
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Gross profit margin is only 13.6%
Although Yadong Group's revenue has grown steadily in recent years, the company's overall gross profit margin is still low.
From 2016 to the first half of 2019, Yadong Group's gross profit margin increased from 12.2% to 13.6%. The prospectus shows that the company's gross profit margin increased slightly, mainly because the average unit price of plain weave products increased slightly by 3.4% due to market conditions from the first half of 2018 to the first half of 2019; at the same time, since 2018, Yadong Group began purchasing For textile fabrics, the unit cost is low.
However, at the same time, the company's corduroy products adopted price reduction measures to maintain product competitiveness, which reduced the product's gross profit margin by nearly six percentage points, offsetting the increase in plain weave.
On the other hand, Uniqlo's efficient control of product costs means that it has a stronger demand for lower prices of raw materials in the upstream and midstream, and maintains the price advantage while maintaining quality, or it will become the core of supplier Yadong Group Competitiveness.
According to the data of Zhiyan Consulting, from 2017 to 2018, the average gross profit margin of the printing and dyeing industry was 20% and 15.6% respectively. The gross profit margin declined due to the impact of rising raw material prices, but it was still 3 to 8 percentage points higher than that of the East Asian Group.
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It is worth noting that textile dyeing is a highly polluting industry. Textile printing and dyeing wastewater has the characteristics of large amount of water, high content of organic pollutants, and high alkalinity. It is recognized as one of the difficult to treat industrial wastewater. The prospectus disclosed that in 2016, the Yadong Group had a significant disruption in production and operation for about half a year due to the technological upgrade of the sewage treatment system.
For the Yadong Group, if it is unable to improve production efficiency and scientific research capabilities, so as to effectively control production costs, the gross profit margin will not be substantially improved.
Yadong Group stated that the company has been committed to developing printing and dyeing fabrics that closely follow the trend and meet customer needs. Yadong Group's sales and design team consists of 37 members and is responsible for design activities including the development of new fabric products. However, for the specific R & D investment status, Yadong Group did not disclose in the prospectus.
Increasing labor costs, urgently need automation transformation
In addition, the company also stated frankly in the prospectus that, similar to the problems currently facing most labor-intensive industries, Yadong Group also faces the problem of rising labor costs. Previously well-known foreign brands such as Adi and ZARA, which have set up factories in China, have moved their factories to regions with lower labor costs such as Southeast Asia and Africa.
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In addition, the Yadong Group disclosed in the prospectus that during the track record, the company did not make full social security and housing provident fund contributions to employees. From 2016 to 2018, the outstanding amounts were 2.2 million yuan, 2.3 million yuan and 250 million yuan respectively. Ten thousand yuan.
If Yadong Group is successfully listed, these problems will be difficult to avoid. On the one hand, companies need to control costs, and on the other hand, they must pay attention to the protection of employees' rights.
In response to the problem of excessive labor costs, Yadong Group is seeking to automate the transformation and reduce the number of employees required.
The prospectus shows that the funds raised in this listing are mainly used for capacity expansion and the upgrading of production machines, and to complete the production line upgrade and new knitted fabric production lines by 2020.
In addition, Yadong Group will also increase production capacity by acquiring companies with production plants. But so far, Yadong Group has not identified any target acquisition companies.
Currently, the textile printing and dyeing industry is undergoing consolidation due to strict environmental regulations. On the one hand, it raises the industry entry threshold, on the other hand, it also tests the business capabilities of existing participants in the industry.
Yadong Group, can this private printing and dyeing company break through the current growth dilemma? Can it stand out from the fierce market competition? What do you think? Welcome to discuss with PHValue China Knitting Fair.
Source | Chief Science Officer
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