Seize The User'S Heart &Nbsp; Knitted Network Marketing To Differentiate

With the continuous development of China's social economy,

Case playback

Case one: Black Socks network

The black socks website BlackSocks.com, the black socks, was founded by Sami Railche SamyLiechti in 1999. It provides customers with black socks ordering service.

The rule of black socks nets is that the customers will pay three pairs of socks first, and then three pairs of socks will be received in four months, and then three pairs of socks will be received in four months.

A year later, it asked the customers once again.

As for fees, if you buy only one pair of black socks, it will be 10 dollars; if you choose to send them every four months, three pairs each time, the asking price is 89 dollars, that is, 9.8 dollars per pair, and so on.

You can also choose to send it every two months, three months, four months, or half a year.

Success: there are 40 thousand regular customers in 74 countries around the world, and 10 million pairs of black socks have been sent out in Europe alone.

Case two: Men's socks

Men's socks website is built on the prototype of "black socks".

"Black socks" are far away in Europe. High prices make it difficult for Chinese people to enjoy their services.

Men's socks introduce such an approachable service to the domestic, so that the domestic men can enjoy it easily.

Meanwhile, men's socks have adjusted the quality and style of socks for men in China, making them more suitable for China's national conditions.

Chen Bole, founder of Lepu.com, started working in Internet in 2000, and became enthusiastic about e-commerce in 2005. He founded the Nanrenwa.com.

The socks of men's socks don't seem to be priced very high. They cost 12 yuan a year, which is only 88 yuan, which is only a little higher than the price of a pair of socks on "black socks", which is even cheaper than that of socks in supermarkets.

In the year after the men's stockings website is placed, customers will receive new socks regularly, and new socks will be automatically adjusted according to the season and weather conditions of customers.

Achievements: Men's socks were launched in November 8, 2010. Over the past more than 120 days, more than 1160 men have provided men's socks delivery service.

Case three: initial engraving

At the beginning of the line, men's wear, women's wear, shoes and other categories were broken.

Xu Xiaohui, the founder of the first time, worked in Jinshan software, YAHOO China and van customer's products. In November 8, 2010, he created the first carved brand.

At the beginning of its initial engraving, it attracted many excellent talents, such as fan, Xiu Xiu net and so on.

Achievements: at present, the proportion of middle school students and white-collar workers is almost the same. There are about ten thousand or twenty thousand people visiting websites every day.

From the trading situation, more than 100 single businesses a day, an average of 200 yuan per unit.

Case analysis

Market segmentation

With the continuous segmentation of the market, every subdivision of e-commerce companies will delineate their core user groups without being impacted by the comprehensive e-commerce giant.

The black socks net is a group of business people. They are not short of money. They only lack intimate details.

Because the quality of socks is controllable, he can easily calculate the use of products.

Socks sold by men's socks are all business socks, and the positioning is also a subdivision of business men.

The initial engraving is based on style, and is only related to "slow life".

Literary and artistic children are the characteristics of the first carved network, and are also based on the advantages of the market.

E-commerce has promoted the further differentiation of the market. In traditional industries, many segments of the market are limited by the quantity support of the consumers, which is not enough to support the operation costs of the company. The Internet has solved the regional problems and concentrated more consumers with small demand, making it possible to make the differentiated market bigger.

In fact, like the development of traditional business,

In the future, with the further aging of Internet users, Internet consumers will become larger and larger, and the market can be divided into smaller segments, and more and more market segments will be supported.

Service win

Of course, unlike traditional business, the marginal cost of e-commerce mainly exists in the diversity of services, rather than the increase or decrease of product categories. In other words, the key to attracting users in traditional environment is to provide more kinds of choices than a comprehensive business under a certain category, while the electricity providers rely on providing differentiated services.

Under the premise of ensuring the quality of products, men's socks first emphasize the two words of "service".

Now, you can see some unimaginable terms on the website, such as unconditional refund, no reason, 365 day return guarantee, and all these are all around the "service".

Men's socks also pay great attention to user experience.

One detail is that orders placed on men's socks website are not required to be registered.

Men's socks have been working hard to get users a better shopping experience.

Popularly speaking, users only buy goods to Taobao mall, but the cash on delivery paction is over. But in men's socks, users buy a service, which has larger shopping experience span and higher requirements for fine operation of customer relationship.

Rather than men socks running socks, it is better to manage men's socks delivery service, which is the unique place of men's socks.

Focus on brand spirit

In the first pformation from traditional channels to electronic commerce, with PPG and van customers as representatives, people moved the clothing market from the offline to the online. After pferring to online, they solved the problem of price performance ratio.

In the second pformation, it will enter the level of brand spirit competition, and the overall cost performance of the market products will be increased, so we need to add some new elements to the brand to attract consumers. This is also in line with the cultural packaging made by the first inscribed network.

The initial "service" seems to be more embodied in the spiritual level.

Bookmark tag, special mouse pad, Nostalgic Postcard photo, art theme display...

These forms the style of "early carving" and becoming one.

As a newly launched online clothing B2C website, it has abandoned most of the fast fashion culture that B2C enterprises highly admire. Instead, they took the literary route emphasizing "slow life", adhering to original design, and taking comfort, simplicity, small creativity and attention to detail as the core concept.

At the beginning, it pays more attention to brand spirit and desalination of business. "