Birchbox: "Monthly Subscription" favors how to become a big business

Monthly Subscription (Monthly subscribe) in the United States with two years from the birth gradually maturing. Since 2010, when Harvard Business School graduate Katia Beauchamp founded a monthly birchbox that will send you 4 cosmetic samples for 10 dollars a month, it has now ordered more than 100,000 members and expanded the Birchbox for men this April. Men series. Birchbox's CEO, Katia, said at the Gigaom Roadmap 2012 summit today that 40% of people would go to the store to buy a demo used in Birchbox, so there are more and more cosmetics brands ready to work with them. Why is a monthly subscription so well developed in the United States? I will take Birchbox as an example to analyze the reason for its popularity.

Micro-Payment: The monthly fee is less to be forgotten

2011 U.S. GDP per capita is 47,132 dollars. On this average, for Americans who account for about 4000 dollars a month, the monthly fee of Birchbox 10 dollars will be almost forgotten. While big-name cosmetics are not as expensive in the U.S. as they are in China, buying all the hot stuff throws up a lot of silver. Birchbox for the beauty of the girls to provide a monthly spending 10 yuan to try a variety of big-name services, reduce the purchase of cosmetics and do not like the situation. The important premise, of course, is that Americans trust and rely on credit cards to lay the groundwork for a monthly subscription site that automatically pays for these systems, and the Chinese are relatively cautious about online credit cards or automated system deductions.

Ultimate Experience: The beauty of Design drive

From Web design, box design to packaging style design, Birchbox are repeatedly pondering as much as possible to make the user experience to do the best. Birchbox has a clear theme every month, such as blue month, Gossip Girl month, etc. There's a little card in the box. Describes the use of each product, the award received, and occasional gifts such as greeting cards, and Birchbox cooperation with the brand will be accompanied by coupons to encourage people to buy their products. The inside package is the pink that the girl loves most, the whole box gives a person to feel very exquisite.

Social networking: Letting friends pass Beauty

Birchbox not only in product design, in the marketing also closely follow the trend, make full use of the Internet can bring them the exposure rate. Birchbox has been reported by 134 U.S. media outlets, its Pinterest homepage has 521,293 fans, and Facebook has 223,756 fans. Some of the makeup people on YouTube will record videos each month to tell them what they've received this month. Pinterest and Facebook's official homepage will share with you the most popular products, make-up trends, fashion trends, and so on, the content of the self promotion is less, and such content distribution will make consumers more believe that Birchbox is really understand the fashion of beauty makeup site.

Birchbox's apprentice.

After Birchbox became popular, he soon had a monthly love of food with Food, a monthly loveyourlarder to send the ingredients, and a monthly barkbox of pet supplies; Citrus Lane, which sends baby supplies every month. The monthly h.bloom of the ShoeDazzle, the monthly mail, the club W of red wine, and even the Dollar Shave Club, which mailed razors to men every month, received $98 million in financing.

In China already has many similar websites, for instance Lolitabox, Myluxbox and so on, but did not like Birchbox this to grow up. The differences in consumption habits, consumption concepts and payment methods make Chinese consumers more difficult to serve. I think there is a lot of potential for a monthly subscription site that can address actual needs and provide a good user experience.

Article: Pingwest