IT Otaku Chen Bole Founded "Men Socks" Monthly Order Is Very Profitable.

Can socks sell on line p? Although the early days of cotton have gone bankrupt, this does not mean that selling socks online is not feasible.

Men's socks are an example. From 2010 to now, men's socks serve customers instead of products.

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< p > IT otaku Chen Bole founded "men's socks", starting with his little trouble of not going out and worrying about socks.

This is a website tailored for male consumers. It can order socks like a magazine, order at once, and the socks will be sent to the home in batches all year round, and the delivery cycle will be decided by consumers themselves.

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< p > < strong > single category < /strong > /p >

< p > before Chen Bole's men's socks project, he took part in a pioneering project, creative products website, and the main gift market.

In just a year, he found that the site with good surface operation actually had no profit margin at all.

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< p > Chen Bole summed up the operation difficulties of Le Pai network. There are three main aspects: first, the gift industry is not just needed; it can be bought or not; two, consumers are not buying for themselves, so the two purchase rate is relatively low; third, the products under this category are updated quickly, and it will take a lot of time in the supply chain, and inventory is also a big problem.

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Less than P, it fell to the bottom of lok shop, so that Chen Bo Le was determined to find such a product to meet the needs of rigid demand, fixed purchase cycle and single category. These attributes also enable the team to meet 80% user needs with only 20% energy.

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< p > Chen Bole thought of the model of BlackSocks company which began to pay attention to in 2006, so he planned to set up men's socks.

This new project fits his original purpose: to deliver socks to the door to meet IT and office workers like himself; pay a fee, send in batches, and purchase cycle is fixed; only men's socks and categories are simple enough.

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< p > November 8, 2010, men's socks were formally launched.

The start of the men's socks is quite simple. Chen Bole built a web site and a back end system to operate with a lover.

As a new imitator, his initial approach was to follow the a href= "http://www.91se91.com/news/index_c.asp" > BlackSocks < /a >, and put his website as a platform to cooperate with the sock brand.

Two months later, he found that he was not positioning high-end products, but popular public socks, the profit margins were quite limited, and the brand's products could not be further optimized according to user needs.

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< p >, and at the same time working with brands, Chen Bole began to think of ways to make products for himself.

Because of the vague understanding of material, technology and pricing, Chen Bole used a "stupid way". He contacted 20 manufacturers, so that manufacturers could make the best socks in the budgeted cost, send samples, and then consider themselves as a user, try on one pair each day, comparing the quality of socks.

In this way, Chen Bole identified two fixed cooperative factories, and also able to adjust socks quality according to consumer feedback under controllable cost conditions.

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< p > quality is guaranteed. Chen Bole's ideal commercial chain begins to run smoothly. The idea that the team only uses 20% energy to serve 80% users has begun to be realized. There are only 4.5 employees in the whole company: one is responsible for new media, one is responsible for pre sale and after sale services, one is responsible for delivery and replacement, and Chen Bole is responsible for technology and overall situation, and half of them are "chief surprise officers" who are part time customers.

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< p > < strong > sticky service < /strong > < /p >

< p > from the start of the project, men's socks are located in the service providers, but for the first time in a year, the service characteristics are not obvious, and user expansion and maintenance are all difficult problems.

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< p > Chen Bole told reporters that the initial promotion method of men's socks was very old-fashioned. It was blindly buying Baidu keywords. The few 5800 yuan spent two weeks, and the user conversion rate was 0. At that time, the turnover was only twenty thousand or thirty thousand.

Later, he realized that his key words were socks and men's socks, but the real search for Baidu was not about users.

A year and a half did not make any money, and a partner later joined it because he could not see the future of the project and left.

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What P brings to Chen Bole and men's socks is the interaction and instant attributes of new media. Through micro-blog, WeChat and community activities, the small cost does not even bring users into the local community.

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The number of micro-blog fans in men's socks is less than 30 thousand. However, according to the data provided by men's socks, 40% of official website users are pformed from micro-blog, and the activity of micro-blog fans reaches 70%.

Compared with the official micro-blog of some companies, the micro-blog page of men's socks looks very humanized. Micro-blog customer service interacts with users in the image of "man sister".

Chen Bole said that the image of men and sisters is not set up without a single name, but when many users first contact, they often identify men's socks as men's sisters. They simply call customer service men's sisters, and serve female consumers in the form of female customer service, which is easy for users to accept.

In men's socks micro-blog, you can often see the comments of men's sister, Chen Bole and users.

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< p > new media brings men's socks into contact with users, and its service settings in detail are quite useful.

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< p > for example, in order to give potential customers a sense of trust, men's socks show a free trial service on the front page of the official website. Users only need to fill in simple preferences information and receive information, so they can quickly receive a pair of socks that are consistent with the subscriptions.

Chen Bole thought very clearly that the cost of acquiring a new user is much higher than 10 yuan, and it is worthwhile to obtain user trust with socks worth 10 yuan.

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< p > in men's socks, Chen Bole also set up the chief surprise officer. He is a senior user of men's socks. He does all his work to make himself happy from the user's point of view.

While meeting the rigid demand, men's socks are also creating surprises and upgrading services.

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< p > < strong > expand business < /strong > /p >

The business mode of < p > a href= "http://www.91se91.com/news/index_c.asp" > men's socks < /a > has been noticed by more and more people. In the finals of the China new media entrepreneurship competition held in Hangzhou, men's socks broke into the top eight and were favored by investors.

But Chen Bole frankly said that in the second half of last year, though it began to turn over, there were quite a lot of subscribers, but the unit price was low, and the current revenue situation was not ideal.

On the basis of last year's 1 million 200 thousand performance, we must break through 4 million this year.

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< p > in order to expand the scale, Chen Bole made some attempts and innovations in products and channels.

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< p > first is to increase the product category.

Last year, when men's socks were on line 2nd anniversary, underwear was added to the website as a regular product, while male users could subscribe to their underwear while adding socks.

And in June this year, men's socks made a group of ice silk blanket activities on their official website.

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< p > Chen Bole believes that these attempts are not contrary to the original intention of the original single category. Underwear and socks are rigid consumables and standardized products.

The group buying ice silk blanket is a coincidence. The manufacturer of ice silk carpet is just a long-term supplier of men's socks, and has the quality assurance and price advantage.

"When the users are over, they will ask us if we have any new products on micro-blog, which shows that they are willing to buy things in men's socks, so they try them with ice silk blanket."

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On the first day of group buying online, P sold 150 ice rugs, which was much higher than Chen Bole's expectation. He also had 300 stocks.

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< p > however, he did not forget that he was the original location of the service provider. After the sale was limited, the ice carpet was put off.

Chen Bole said: "regular subscription is a kind of service. We are very cautious when expanding, and we should consider the recognition of the whole service by consumers."

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< p > in terms of channel, Chen Bole's innovation is to open new stores in different channels. For example, last year, he opened a market store in Taobao, and opened a store in Jingdong this year. These online shops and men's socks B2C main station's playing methods are quite different, and there is no subscription method, but only simple retail.

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The idea of < p > a href= "http://www.91se91.com/pioneer/" > Chen Bo Le < /a "is very simple, that is, locating these stores as a promotional channel, attracting different consumers in different places and striving for more exposure.

When consumers receive these online retail products, they will receive small cards in the package and recommend him to the official website of men's socks to buy and try the annual subscription service.

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< p > eventually, these traffic and users will be put together to the official website of men's socks.

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