New game: No discount plus front and back shop strategy

Text/Liu Wilin recently flash sales (Flash sale) peremptory become another wave, they basically all emphasize its discount source, features in a limited time, in the network to discount prices to sell designer brand-name products.　　For example, the U.S. private sale of King Gilt Groupe, is with the big brands, designers have established a good relationship, to get discounted goods, and then through private trafficking routes. However, Giltgroupe is recently preparing to open another male shopping channel: Men's full price (no discount for male sites).　　No discount, how to sell? This is an interesting new strategy.　　Originally, the market has had a successful precedent-male shopping website bonobos.　　Bonobos opened in 2007, its goods are sold directly according to the original price, never discounted, but attracted a lot of male customers to buy, and the rate turned up to 50%. How did bonobos do it? That's what it's all about. At first, it featured the product "Let men wear comfortable pants".　　The reason is, one of the male founder of the buttocks too large, every time to the mall is difficult to buy a fit of trousers, so he created a bonobos, so that men can buy a fitted trousers. This is just a primer, bonobos also mining a common feature of most male consumers-lazy. Because of laziness, most men are less likely to buy clothes, as long as they find the right store. And they tend to buy everything else they need in passing.　　Bonobos this feature, use "comfortable pants" into, and then on the sale of shirts, coats, shoes, wallets, wallets ... to customers a large number of choices. According to the figures provided by bonobos, the average amount of the first purchase for each new customer is as high as $200. In order to maintain product diversity, bonobos and several well-known manufacturers such as Jack Spade, timberland cooperation.　　Because they never give discounts, they can easily put them on the shelves and keep a good profit.　　The most interesting is the bonobos "before and after shop strategy". Because men are lazy, do not communicate with each other, and rarely actively recommend the site.　　So instead of selling directly to the store's name like any other store, Bonobos spends a lot of time running a "front shop"--bonobos early on to use Facebook face books to spread. First, they hit a slogan for their "Comfortable pants": "Wear Kutch pants, no more like a diaper!" "(End khaki diaper Butt), meaning that some boys wear trousers that look like a big butt, such as diapers, bonobos pants can solve this problem. Soon, Facebook brought a steady stream of business to bonobos. At one point, Facebook accounted for more than 20% of Bonobos's total sales.　　Surprisingly, Bonobos's Facebook fan page has only 12000 people. Bonobos that this is their precision customers, it stressed that the 12000 people have the common characteristics: "We can not find the fitted trousers, we do not like shopping!" "(We couldn ' t find pants. Wedon ' t like shopping. If Bonobos's website is its "back shop," its Facebook fan page is its "front shop". Bonobos the "Wear Kutch pants, no longer like a diaper bag!"　　"Features, smoothly attract customers to the" back shop ", not only sold pants, but also sell more blouses, coats, shoes and so on.　　Not only did bonobos have this "back and forth shop strategy," Another male shopping website, Jack Threads, was also successful in adopting this strategy. Jack Threads's "front shop" is a well-known email newsletter thrillist.com, which has quite a number of fashionable male readers in the city. When Jack threads or the store, he put a lot of advertising budget in Thrillist.　　With a letter and a letter sent to the city men's mailbox, the customer also by thrillist.com this "front shop" ran into the jackthreads "back shop." Interestingly, the success of this strategy, let Thrillist (former store) have noticed, simply spend money will Jack Threads (after the store) to the acquisition down, before and after the store strategy. After that, Jack threads's sales grew 15%~20% every month.　　The former shop leads to the store after the store echoes, becoming a huge business machine. Bonobos's story tells us, who says there must be a discount on the Internet?　　Perhaps "no discount" coupled with the ingenious "front and rear shop strategy", is the future more lucrative trend. (Note: Liu Wilin pseudonym Mr.6, Stanford University, the motor, management double master. In the Internet industry has 13 years of experience, has published 12 books. )