"Free to send" good marketing network model no longer

"Wool out of the dog, pigs to pay the bill," which is a famous quote by marketing experts mouth: You can always hear all kinds of wealth-related deeds on the Internet, and this time on the four marketing wizards through Free to send pajamas made 70 million yuan fortune story, a "sheep, dog, pig" logic masterpiece in the WeChat circle of friends widely circulated.

Free delivery of this model has one advantage, if your product is repeated consumer products, such as cosmetic sample, if the user is well spent, there will be a chance to re-spend. However, if you expect to send free shipping stuff to make this model to long-term sustainable or make a big sum, you need to do multi-faceted thinking.

In Europe, there was a rage of small online stores, called "black socks." It only relies on selling one type of black sock for a living, spending 10 years selling 10 million pairs. And support "Black Socks website" success is the socks "regular home delivery" service model, as long as the buyer in advance to pay the required socks money for a year, you can receive regular socks every month, a For men, this means no longer having to worry about going to the supermarket to choose from a variety of socks. This successful startup story has similarities with our case. The first is to sell less stuff, only sell pajamas, and there are only 2 styles and 2 colors. However, the two companies because of different user objects, socks are mainly male users, while the pajamas are sold only to women, male demand for socks is simple, convenient, the less the better choice. The various requirements of women on the pajamas, our report can not be fully summarized.

One can not ignore the trend is that in the future any one product can not meet everyone's requirements. "Now more and more consumers will pay attention to product differentiation, hope unlike others, we have entered a small consumer era, unlike the past is a popular consumer era, we rush to buy followed, Buyers have a lot of mentality, but not so serious before. "Ma Qingjun said. Not only will consumer-friendly consumption go irreversibly, but the cost of delivering things for free and the quality of products are still at the core. Without cost-cutting, profits will not be able to be repaired. Excessive cost squeezing will affect the product's experience and quality. "If things are not good, no one will be willing to accept it again. It is not a business model to send things for free, but marketing concepts and sustainable business are business models."