Man Socks founder Chen Bole: The exclusive decryption of men's socks independent station to make money

Intermediary transaction SEO diagnosis Taobao guest Cloud host technology Hall

The teacher said, fortunately, the founder of the men's socks Chen Bole, there have already been a lot of media coverage of the Jing Chu's pioneering "Big Boy", in this period division, the teacher said the column, bole Brother without moral integrity of the host XXXX without the bottom line of all kinds of harassment, can only confide some usually resolutely shut not talk of dry goods, Hope to give you in the marketing, in the choice of market and so on more or less to bring some inspiration, but also hope that the men's socks can be better!

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Interaction 1: Why do you choose to stand alone when you are not in the platform? What are the advantages of independent stations and platforms?

Chen Bole: Men's socks start with the positioning of the package year service, platform can only sell goods, do this service model will be more difficult.

Then we tried to put some ads in Baidu, over the flow rate of almost 0, only to realize that the platform is the target user's traffic entrance

So began to do Taobao and Jingdong, the purpose is to attract target customers to know and understand the men's socks brand and service

Positioning: With a simple example to describe, customers go to Taobao to buy men's socks because you are selling socks, is to buy socks to buy men's socks, and go to the official website, it is the first to know the men's socks this brand, to buy socks, this is two different ways. This also led to the official website of the user loyalty far more than Taobao.

User aspect: Independent website's user is controllable, men's socks on the two anniversary of the time we began to push underwear products, remember that at that time to the official website and Taobao users have sent a message, the official website of the user has a conversion of 60%, Taobao only 10% less, and we also received a warning Taobao, said that the future is not allowed to " They "the user mass message, attention Oh, Taobao users are" they ", not our own.

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Interaction 2: What are some of the key big strokes of Weibo marketing? See your daily update of the Micro blog is still a lot of, how can you ensure that each micro-blog is able to interact with everyone?

Chen Bole: Thanks for your attention. Men's socks are to do micro-blog marketing up, I also share a number of micro-blogging experience, summed up is a few points: first, the form of content. To user ugc+ original + adaptation mainly; Second, the source of content and presentation methods. Human-related stories about men's socks, brand origin, founder, team, products and services, how to buy, brand concept, and men's socks irrelevant content data again good for the brand a little benefit. Chat with friends to tell the tone of the story, story telling than simple statement more attractive, fun and love without integrity, even if the ads can be soft and wet; Third, to encourage users to create content, such as the Sun, 12cm bookmarks, marbles, UGC is a real user feedback, from each user's reputation for the cultivation of new users and the old user's repeated purchase has a practical persuasion; Four, in the interaction with the user mining men's socks tipping point, these points so that men's socks significantly different from other brands, allowing users to see the impulse to buy; Five, the daily number of micro-blog and release time to fix, so that users feel that men have always been in the socks; Hope to help you.

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Interactive 3: Where Men's socks lose their moral integrity, how to lose their moral integrity?

Chen Bole: The problem is very lack of moral integrity ...

Men's socks on the micro-blog image called "male sister", the name is also a customer to help us discover, because the sister and socks look like. Then we simply put the micro-blog dress into a "man sister" an image. We hope that the men and sisters to make a rich image of affinity, so that users can see men's socks think of men's sister, we have to use the attention of her sister to serve the otaku. ：)

Men's socks and only do two things "flirt with users, help users solve problems", no one is willing to communicate with a machine, each brand behind, need to be humanized and personalized way to dialogue with users.

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Interactive 4: Traffic sources, no money to promote is no money to do hard advertising bar do not know the main channel through which to obtain traffic?

Chen Bole: Chao always remind me to share dry goods, then I share a picture, is the man Socks official website last month's order flow composition, are real data oh

Weibo is the most effective man socks current flow, accounting for the official website of the total order of 40% of the source, and this part of the flow is basically no cost. 30% is the natural flow, mainly men's socks repeat customers, paid traffic accounted for only about 6%.

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Interaction: 5: How to ensure accurate flow of traffic is especially targeted at men, and only socks or something?

Chen Bole: Traffic accuracy depends on how you go to positioning, men's socks are currently the main source of micro-bo, Micro Bo as a small circle, is a kind of a flock of birds of a feather, and you are the powder must be familiar with the people, friends Circle, colleagues and so on. So the thing to do about men's socks is to encourage users to share his shopping process online, to influence people around him. Men's socks are specially set up a "CSO" Chief surprise officer position, will be sent to customers with the product some fun and interesting things, but also in order to achieve the purpose of getting the sun to become the norm. In addition, socks for each man is a must, do not need to specialize in marketing this point, just to let the target customer know the man socks this brand, there is this service can be.

Men's Socks official website has a "free trial" entrance, but also low-cost drainage of a way. We have developed a small APP, users need to login through micro-blog, and meet certain conditions, they can receive a pair of socks, and is free of postage. At the same time, will help us to send a micro-blog publicity. We are interested in studying the four conditions for the free application, each of which is not a random setting, all of which are justified, all of which are designed to find the exact user of the man's socks.

Men's socks send a pair of free, product plus express cost to 10 yuan, but to apply for free of charge are our accurate customers. We are willing to spend this cost to attract these users, and can cause their active dissemination, thus affecting more people.

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Interactive 6: Only sell socks, the profit source will be too little? can support the current high cost of users?

Chen Bole: Men's socks are all products around the "necessities, consumables, standardization" three basic points to carry out. This is a good position from the start. Two years before the project on line, men's socks have been focused on men's socks, including business socks and sports boat socks two categories. The two anniversary began to launch the boxer underwear category. In the summer of 2013, an attempt was made to flash the "ice silk blanket" product, and the retail price of ￥168 300 ice filaments was sold for 48 hours. In the second half of 2013, men's socks also planned to launch 2~3 new products.

Socks This category to be honest, Maori space is very low, making money is very hard, the current idea is through the rigid demand for men's products as a breakthrough point, so that consumers accept men's socks This booking mode, build Word-of-mouth, cultivate brand. As customers accumulate to a certain extent, in order to ensure the quality of service continue to improve, we will consider the introduction of other standardized men's products.

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Interaction 7: How does the outreach audience relate to the target customer base they are targeting?

Chen Bole: Men's socks provide a standardized product that is a rigid requirement for men. Men's socks positioning themselves in an extreme market segments, the target customer service is IT otaku, cock Silk Group, 20~30岁 between young men.

The positioning of men rather than female users is because male consumers, relative to female consumers, more loyal to the brand, more rational consumption concept, more informal on the details requirements. And men are the least caring group in society, we through attentive service to do differentiated competition to attract the repeated purchase of male users, the selection of a group of the best quality users, when the user is accustomed to the service of men's socks, will basically always use down, also reached through the socks as a breakthrough point, Cultivate men's socks as a life service brand goal.

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Interactive 8: How to protect the quality of socks? Two yards, OK to satisfy the user experience?

Chen Bole: The quality of the product is the basic of the man's socks, quality does not pass the service is no good. Men's socks work directly with the factory, quality control is in accordance with the most stringent requirements.

Give an example of how men's socks control quality in the production process: first of all, socks are not crafts, it is inevitable that there will be defective rate phenomenon, so in the sock weaving process, there will be a quality inspection process, the factory domestic socks are generally sampling, a bag of socks check 2~3 double, no problem the whole package passed. Men's socks products are required to complete the inspection, the national standard for socks, the rate of defects allowed is 3%, men socks defective rate can do 0.5% less.

The second, on the size of the problem, we should have to go to the supermarket to buy socks experience, because the socks themselves have a certain degree of elasticity, the market on the socks are basically mean, which also caused the foot is too small or too big men socks bad to buy embarrassing experience. Men's socks at the beginning of the decision on this issue, we find a factory specifically customized to increase the size of the sock version, so that 46, or even 48 of Bigfoot can have a comfortable experience, this is also the details of the men's socks in service.

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Interactive 9: You're only a man's sock now, and now it seems like there's another man inside, this kind of expansion seems to be very cautious, but only for the male supplies. Do you really have no desire to be a female product? Stockings, underwear and so on all right, after all, you have accumulated a lot of high-quality customer resources; After all, women's customer unit price, the rate of repurchase is significantly higher than the male

Chen Bole: Male consumers have three major advantages over women:

1. More Rational consumption

2, brand loyalty is higher

3, informal, easier to meet

So we target customers as men, the biggest advantage is a lot less trouble, if do women's socks to do at least 7 color, but also take into account the different lengths, different materials, different wear occasions socks. Men's words, a paragraph of three colors can meet 80% of the user needs. In this way we can save the time and energy spent on the category and focus on our quality and service.

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Interactive 10: Chen always defines men's socks as selling service instead of socks, can you tell me the meaning of selling service specifically?

Chen Bole: With the pace of modern life more and more quickly, men's pressure is also increasing. At the same time, the society constantly demands high standards for men, while the love for men is seriously missing: a towel with six months, a pair of underwear wear a year, toothbrush with bald, toothpaste squeezed dry, wardrobe open, socks are all broken holes! So that men always find a pair of holes in the smallest socks to wear, and then remind themselves to buy new socks. Unfortunately, men are all careless and often forget to buy this seemingly humble sock. Based on this, men's socks launched a regular delivery of male socks Home service model, to help men like subscribing to the magazine as a subscription to the socks, to avoid men to buy socks of trivial trouble, save time to buy socks to do more meaningful things.

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Interactive 11: How to design the product mix of men's socks? For example, the monthly is 3 pairs of 29 yuan, package year is 108 Yuan 12 pairs, this product is the combination of science, is derived from the model or a large number of data research or other channels? I personally wear socks compare cost, and love to lose socks, I guess I need at least 6 pairs of socks a quarter, hehe

Chen Bole: The number of socks initially according to their own habits to set, and then basically in the collection of users by the constant feedback data to adjust, just on the line, men's socks are 9 pairs a year, then changed to a quarter of 3 pairs, 12 pairs a year. In fact, we go back to check their wardrobe, a year of consumption of socks is basically this number, not to mention the quality of men's socks can not be compared to the general socks. ：)

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"Division 39" brand independent station can also play this way, interactive guests: Men's socks founder Chen Bole (interactive send a good gift)

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