After 80, Otaku Opens A Website And Sells Socks Like A Magazine.

Have you ever read the subscription paper and subscribed to the magazine? Have you seen the bag for the year?

Shopping is almost a headache for all men. However, for the sake of socks, they have to waste time running the supermarket.

From this kind of trivia, the post-80s IT otaku Chen Bo Le founded a website in November 2010 to sell men's socks and create the "socks bag year" in China. Regular delivery And other service modes. In just over a year, the website began to make profits.

Although the scale is not large, Chen Bo Le's website has attracted the attention of Yuan Yue, the founder of the famous venture capital organization Pegasus. Half a month ago, Yuan Yue took part in the roadshow of 8 start-up companies in Wuhan. Among them, men's socks were regarded as one of the most reliable companies.

Later, a vice president of the Pegasus brigade inspected the company and affirmed its development direction. "Big is not equal to strong. If it is big but not strong, it is easier to break down. Men's socks are a very fragmented field. It is very valuable to achieve the ultimate goal of a trivial matter. In the future, there is likely to be a tipping point for rapid growth and development."

[clever idea]

Annual sale of socks

Weekly door-to-door delivery per month

"When I get up in the morning, I find socks not washed or broken, so I have to find a pair of holes to wear the smallest ones, and remind myself of the next purchase. But how many men can I remember when I buy socks? I think a lot of men have had my experience. Yesterday, IT otaku Chen Bole mentioned the idea of creating a website to sell socks and became very talkative.

After 12 years of programmers in Beijing and Shanghai, Chen Bole started his first venture - selling creative gifts on the Internet, but the sales volume has not been broken. After a year of hard work, he failed. In the second venture, Chen Bole suddenly remembered that he had a pleasant shopping experience on BlackSocks (black socks) website - the next order can enjoy the whole year's service. Ordering is the service mode of "package annual customization, regular home delivery". Simply speaking, it is like ordering a magazine to order socks, and picking up the delivery cycle on the website, such as weekly, monthly, quarterly, etc. after payment is successful, the website will deliver the socks to the door on time according to the contents of the menu. At that time, the website, which was far away in Europe, was very successful, and it had achieved 10 million double sales a year.

Compared to gifts, Socks Chen Bole is very moved by consumables, necessities, and special properties that continue to bring home to customers. He decided to introduce the black socks website into the country.

The programmer came to build his website in a month, and soon the business started.

Surprisingly, this small change has attracted a large number of 25-30 year old men who are busy with their work and have no time to spend on such trivial matters as buying socks. At the same time, they are willing to try new things and recognize the concept of simple life.

The website has been launched for just two and a half years, and the company has accumulated more than 40 thousand customers, of whom 40% customers have generated two consumption. Last year, the website sold nearly 1 million 200 thousand yuan of men's socks, talking about this year's sales target, Chen Bo Le's estimate is 4 million yuan.

[talk about competition]

　 1 months attracted 6 imitators.

Today cottage websites are almost completely closed.

Sending a way to change can lead to rolling financial resources? Many people think that Chen Bole made money easily and copied his mode in succession. On the first month of his on-line, he attracted 6 imitators. "But more than two years later, Shanzhai" men's socks "almost disappeared, only one or two, sales far can not compare with us. Chen Bole said.

In fact, the number of start-ups in the first year has accounted for 70%, which is even higher in the field of Internet entrepreneurship. Chen Bo Le's website has not only fallen off, but also began to gain a profit in a year and a half. For reasons, Chen Bole told reporters clearly that the first thing is to concentrate on small socks. Two is the sense of service, so that customers have a good user experience, this is a lot of Internet startups are very lacking. "Our vision is to create a man's fine life service platform, but it took more than two years to make socks." Chen Bole said that selling socks seems easy, but it's not that easy. At first, he only made a pure platform and contacted some brand socks manufacturers to sell them, but he soon discovered that the gross profit margin of the model was very limited, and the quality of products could not be controlled. So he adjusted his thinking to control product quality. "I am the pursuit of perfection, and the light manufacturers have contacted twenty or thirty." In those days, Chen Bole took himself as a customer and tried it on by one factory, and finally selected two stable partners.

"Our socks have only one style, two materials, three black and white grey, four kinds of thickness, spring, summer, autumn and winter. There is no pattern and loge on the socks. It's also done to concentrate on quality. " In such a simple form of production, Chen Bole has his own opinion: "we are committed to doing a product well, using quality and price advantages to make socks into fist products, thereby enhancing the viscosity of customers and forming loyalty. And mimic our website, only a few months on the line began to do belt, autumn pants, and later, because of quality and service can not keep up, naturally resulting in customer churn, had to close.

[marketing]

Change micro-blog to real-time customer service

Chief surprise officer delivers surprise

IT born Chen Bo Le It also has its own set in marketing promotion. He regards the Internet social platform as the main battlefield, and promotes micro-blog by adopting micro-blog drying alone, and inviting various circles of opinion leaders to try on. At present, more than 40% of customers choose to place orders through micro-blog.

At the same time, Chen Bole tried to get micro-blog to connect with the company's official website, to operate micro-blog as a real-time customer service. On the one hand, it gathered the real word of mouth, and on the other hand, it solved the problems reflected by customers in a transparent way. "Customer satisfaction is the most basic, higher level pursuit is to let customers have surprises, so that they are more willing to help you free publicity." Chen Bole said the company has a special post outside the 3 employees, "chief surprise officer", which is currently held by Kang Kang, currently in Xi'an. Kang was the first user of Chen Bole. "The role of creative director is to constantly create a little surprise for customers, so the wages paid by the company are not low."

On April Fool's day, a small card was enclosed in the package sent to the customer by the consignor, which says, "I wish you forever young, always ungrateful, happy holidays!" surprisingly, there are still a few marbles in it. "Many men love playing this when they are young, hoping that the ball can bring back some memories."

In addition, Chen Bole also asked people to create promotional folders in cartoon form, humorously introduced the company's growth process, accompanied by gift boxes to customers. "These interesting ideas are the ideas put forward by the chief surprise officer in conjunction with the client's suggestions."