Order the new breakthrough of electric dealer

As a new game of e-commerce, the taste of the month to provide consumers with a rich trial experience, so as to promote the subsequent purchase behavior; The finished product is ordered on a monthly basis. Cosmetics monthly Subscription mode has become a common trend, and from the personality T-shirt to dog food bait and even dating services, the monthly subscription is the deduction of 72-like changes.

China's E-commerce Sea is at an incredible speed from the blue to red, the price war is difficult to distinguish between true and false, saliva wartime hit. Taobao, Jingdong, when, excellence is the traditional protagonist of the drama, new players Su Ning, gome to join the cause of more distractions. But it is clear that there are few opportunities for the new Big electric-power platform to rise. However, the charm of the Internet is that it will always have you think of new play, new mode. 2011, buy a mirror success, 2012, like to book a magazine as shopping on the monthly order of the electric business model and investors before the bright.

The so-called monthly subscription, users can choose to pay on the shopping site one-time payment, after each month received the goods ordered, but also can bind the account, monthly payment. Of course, the monthly subscription is only a general statement, users can choose to send the product cycle, such as a quarterly, or 20 days a time. Monthly order for those who repeat the consumption of products, many areas have appeared in a monthly subscription site, including clothing, cosmetics, daily necessities, food and so on.

Order BY month is essentially an online shopping service upgrade, not only with the general network of convenience, low price advantages, but also on both sides of the transaction to form a positive. For consumers, the monthly order eliminates the duplication of search, selection, payment and other links, save time and effort, the user has not even realized the demand for shopping, the goods have been sent to the door. For businesses, a monthly subscription to the user's choice to bring a continuous purchase behavior, equivalent to an arranged customer procurement needs, reduce the competitive pressure, but also based on data analysis for precision marketing.

Taste order: Buy First

The monthly order is not necessarily finished products, may also be the product sample, trial installation, etc., this kind of delicacy order more like a marketing way, let users in the constant attempt to find their favorite goods, and can complete the purchase of finished products on the website. Traditional sample distribution methods, such as counter distribution, street distribution, it is difficult to accurately delineate the target audience, and can not get samples of the user to carry out effective data monitoring, and the taste of the monthly order mode can be a more complete marketing process control. At present, this model is mainly used in the field of cosmetics, the future, food, daily necessities can learn from this model.

Birchbox is a cosmetics discovery and retail platform in the United States, to provide a monthly order Cosmetics sample service, is a taste of the typical month to order representative. Birchbox was created by Harvard Business School's two graduates and was launched in September 2010, with users paying 10 dollars a month (or $110 a year) and receiving a monthly gift box containing 4-5 advanced cosmetic trials. These include some difficult to see in the advertisement or difficult to buy in the department store in the niche brands, when the consumer is satisfied with the sample, can be ordered through the Birchbox, participate in online activities points can also get discounts.

Birchbox for each user to establish the exclusive beauty makeup files, in addition to providing small sample, but also to provide users with beauty advice, trends, such as reading. This "first taste, then buy" model gave birth to precision marketing, high conversion advantages, Birchbox co-founder Katia Beauchamp said: "Data statistics show that 20% of subscribers will be on our website to buy cosmetics." This data is much higher than the conversion rate of ordinary e-commerce sites. At present, Birchbox female cosmetics cooperation brand has more than 200, users more than 100,000, the average age of members 31 years, August 2011 Birchbox received more than 10 million U.S. dollars financing. In the April 2012, Birchbox extended its services to men.

Birchbox demonstration effect in the former, a group of Up-and-comer competition and imitation, and most of the use of "box". Founded in October 2011 by Hong Kong supermodel Lisa S. Glamabox, she uses her husband, Wu, and his contacts to promote and operate the website. Founded in 2011 in Hong Kong, China, Myluxbox has set up branch offices in Shanghai, Singapore, Taiwan and Australia, and in mainland China, the women's gift box is 70 yuan per month (600 yuan a year), men to the theme of the introduction of gift boxes, such as the price of 149 yuan travel Tili box. At present Myluxbox cooperation brand is about 50 kinds.

Product Ordering: Personalization in the process

Unlike a taste order that stimulates subsequent purchases, a monthly subscription to a finished product is intended to take care of repeated purchases at once. The advantages of process facilitation are but it may also lead to a lack of personalization, grasp the balance between the two is the site's focus: Before ordering a detailed survey to understand the user needs, set up a special consultant to communicate with customers, according to the changes in customer conditions to continuously adjust the delivery of goods are commonly used methods, Some websites even allow users to return items they don't like after they receive an order.

Swag of the Month is a monthly-ordered website for men with alternative T-shirts, which offer a very creative T-shirts and are paid 9 of dollars a month. When ordering, users need to provide information about age, clothing size, and so on, and answer a series of questions. The problem option is presented as a picture, which will not make the user feel bored, for example, users need to choose the most frequented places in the evening of Friday, the most frequented brand stores, the clothes they like most when working, and those who prefer to choose a girl to be friends.

Trunk Club offers a monthly subscription to high-end clothing for men, like swag of the month, Trunk Club understands user preferences through a survey. The difference is that Trunk club will send users a large box of clothes, users can pick out their favorite to buy, and will not like to return. Users can also contact the Trunk club's clothing consultant to discuss the clothing collocation problem, its staff is more women, the vision of men trust.

MeUndies is a website that provides users with a monthly subscription service for their underwear. MeUndies find cooperation manufacturer specially for its underwear, the price for each 16 U.S. dollars, below the market on the same type of underwear prices, users can choose the number of underwear per month. In order to meet personalized needs, meundies not only to the user's size, like the color of the survey, but also according to user preferences, at the beginning of each month by mail to users recommend the latest underwear style, for its choice.

Skin care needs to be more personalized than clothing. Beautymint for users to provide skin care products by month subscription service, users need to answer a set by the United States well-known fashion beautician Lleida Joy (Nerida Joy) designed to detect skin problems, the site based on the results of the test, users in the region and the different seasons to provide users with skincare, After users use the product, Beautymint will track changes in the skin condition of the user, provide skin care advice, and adjust the next season's skincare products.

Every month to order sites are working hard to excavate the user personalized requirements of the process, this excavation throughout the purchase process, enhance the user experience may also lead to a higher cost of the site, such as the human cost of communication with customers, return of logistics costs. However, coins always have two sides, large shopping sites can easily be "monthly" as an additional service to upgrade their original business, while the vertical type of monthly subscription site has more energy to communicate with customers to create personalized features. In addition, relative to clothing, cosmetics, and so on, some of the daily necessities such as washing powder, toilet paper, and so on, weak personalized requirements, consumption is also more sustainable, may become a future monthly subscription to a direction.

72 changes

According to the monthly order mode in the ascendant, a variety of vertical type of electric dealers have debut. For example, the month of Larder Box to sell food, for pets to provide dog food, toys, such as monthly subscription service Barkbox, selling men's Razor Dollar shave Club, monthly send unique bait mystery tackle Box, the monthly order of red wine cestbox, There is even a monthly dejamor to send the erotic items. In addition to the different types of goods, the monthly subscription mode has generated 72 changes.

Plum Gear Children's Wear is a monthly lease, pay per piece, minimum of 33 dollars a month, when the child grew up, clothes to wear, the user can send clothes back to the company, after special cleaning, and then rented to other users, the company's goal is to make their children's clothing rental industry Netflix. Domestic Socks monthly subscription website "Socks Butler" in addition to providing a fixed cycle to buy socks service, also provides an "unlimited" service-users pay a certain fee, can be in the validity period of unlimited three pairs of socks, but each need to pay a courier fee of 10 yuan, such as cotton man socks one-year unlimited load of 699 yuan.

Little Black Bag adopted Japan's "Fu Bag" (opaque bag, where items tend to have a considerable discount) concept, the main mystery card. Users can order the value of 49.95 or 59.95 of dollars mystery bag, 3 items in the bag, the user can choose one of their own, the other two in order to be visible after the purchase, users can not like to exchange items with other users, do not want to Exchange users can choose to skip this month's consumption. Little Black bag promises to cancel orders at any time and invite friends to get extra gifts. In addition, Little black bag can also be used to promote the product, L ' oreal has been in the Fu bag to give the user samples. Since its inception in early 2012, Little black bag has won two rounds of investment, totaling more than 10 million dollars.

In addition to commodities, a monthly subscription may also be a service. Becouply offers dating services to couples who want to create romantic but creative and lacking. Users pay 149 dollars a month for a romantic date by becouply limousine, all of which are charged by becouply, including a meal fee. According to reports, Becouply will try more features dating, such as helicopter sightseeing, couples dating and more.

Monthly order abroad has been in full swing, domestic also appeared a number of imitators, but in the domestic, the development of the monthly subscription mode there are many obstacles, such as the user for the prepaid, in particular, the Internet prepaid there is a certain distrust, binding account deduction payment environment is not perfect. In addition, user habits have yet to be nurtured, as Analysys International analyst Shou in an interview with new wealth, the monthly order is theoretically intimate, but now Chinese users are more price-conscious in online shopping, and users need time to accept this differentiated service.