New mode of electric power business is ordered by the month

In this year's Business Insider, an American technology website, the eight potential new ventures, http://www.aliyun.com/zixun/aggregation/19978.html "> The monthly order of Electric honest ranked first.

The monthly order mode is simple: users pay a certain fee in advance, the company will send you a specific product on time. In the United States, the monthly sales model like "Meng List" future star, has been applied to different industries, from exquisite ingredients, high heels, men's underwear, and even to date customization have achieved great success, many of the use of this model of the emerging power companies have successfully achieved high investment.

At home, the entrepreneurs who replicate monthly subscriptions start to emerge and earn Angel investments. Investment in the Beval network (a user for the monthly delivery of infants and children early Education supplies website) of Qiming Venture director Gan Jianping, said reporters to the south, monthly subscription in China is universal, "but it is only suitable for small audiences, need professionals to recommend areas, such as early education, red wine." ”

Personalized Group Buying

In fact, it is not uncommon to order monthly in daily life, such as ordering milk is a typical example. Only, relying on the Internet, the monthly order mode can provide products, services become more and more.

In China, the monthly order just arose, the products are mainly concentrated in cosmetics, socks, movie tickets, children's toys and other fields, they have a common feature, is a relatively standard fast consumer goods. For example, men's socks are designed for men who don't like to wear holes in their socks and have no time to buy new socks.

Package year Excellent product founder Tangzhi can tell South all reporters, monthly ordering category and group purchase similar, these products users do not need to obtain the shopping experience, "the early stage must be popularized by the rapid elimination of standard products to do." "But how to mix products, different businesses have different practices."

NEA Global partner, China's managing director Xiaodong to further elaborate on this: there are three main categories of foreign orders in the current month: one is to provide the same goods every month, such as in the Amazon to buy milk powder, dog food, cereal and other consumable items have an option, Subscribe&save, Automatic shipping every month, can be cheaper 5% or so; the second is to receive the same thing every month, but each customer gets the basic same (have the website will be based on personal information has a certain adjustment, but not adjusted), such as the originator of the monthly order mode, do Select Cosmetics sample "Birchbox", For different types of dogs and age mailing dog food and Toys "Barkbox" and so on; the third category is a monthly new, according to the user's personal style, historical records and other recommendations, but to the user to confirm their own orders will be shipped, like to do men's clothing trunkclub, The main Lady shoe bag ShoeDazzle is represented.

At home, more businesses are choosing a third way.

This is also the distinguishing feature of a monthly subscription model, according to Huang Liang, a well-known it commentator.

"No matter what category, the monthly subscription site will be the user to do a preference test, to understand their hobbies, consultants to give advice to reduce the scope of shopping, mailing products will be combined with user preferences." "He told reporters in the south, even if the daily necessities of the order, the site will be based on user preferences to push products, and some also give preferential prices. and group buying, more is to price concessions, to meet the common needs, the category is mostly also catering and film tickets and other standardized products.

"Tough" seed users

From the business model, many people are happy to see the monthly subscription as an extension of group buying, because the business process is quite consistent: users need to pay first, the service provider collective procurement redistribution products, only users may not know what the product is received. Therefore, for service providers, the realization of cash flow is relatively easy, cost, risk is smaller.

This view has been recognized by some entrepreneurs.

"The domestic monthly subscription, or even the annual subscription, is a bit like the traditional prepaid card concept." "Tangzhi can say that the foreign monthly order emphasis on customization, not to make the product of money, but to earn value-added services, that is, customized money, a product if the value of 20 U.S. dollars, it will sell 40 U.S. dollars, while the domestic profit is closer to the traditional prepaid card, from the consumer output value, the bank principal interest added up to the net profit can be about 15 points, A monthly subscription site is similar to it, currently earning a service charge, or adding interest.

Interviewed in the south, the domestic monthly ordering companies are unwilling to disclose their business results, but it can not be denied that they are able to obtain users and profits, the key point is similar to group buying, how to handle upstream businesses.

The Rabbi box approach is to extend directly upstream to make your own products. Wang Wenji, its founder, said to reporters at the south, "The Rabbi Box makes its own product development and design, and then the outsourcing business to produce, and then through the monthly subscription system for sale." He admits that this is a challenge to the company's finances, manpower and so on.

Monthly subscription does save time and money, but at the same time it is not easy to attract the first batch of users.

"The monthly order of goods, a lot of people to help you match, but not everyone likes to be instructed what to wear and what to play." "Gan Jianping, Managing director of Qiming Venture, said to reporters in south, he had asked around many female friends of cosmetics monthly order, the vast majority of the answer is," I will make the decision ", daily necessities do not need a third party to make decisions for you," red wine, early education and other professional fields, It is easier to be accepted if a professional gives you advice. ”

In addition, the acceptance of psychological prices and the annual monthly prepaid mode is considered by entrepreneurs as the biggest challenge for users to accept the monthly subscription.

(Liu Yanyan)