Internet Brand "Men'S Socks" Can Prevent Bullets.

< p > men's socks first opened the market just in time to catch up with micro-blog's wave.

In 2012, men's socks from micro-blog orders accounted for 1/3 of the total orders.

But soon, WeChat's wave overshadowed micro-blog and became the new darling of the enterprise.

This killer product belonging to the mobile Internet era is portrayed a "de centralization" of the electricity supplier - not relying on Taobao, Jingdong and other centralized access, in the fragmentation of the scene to capture their fans, farming their own acres of land.

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< p > "WeChat's operating costs are relatively low, especially if there is no need to throw money into direct trains and drilling."

Chen Bole, the founder of men's socks, said that although it opened the Taobao C store, it did not have a dedicated operator. Taobao's sales account for about 1/4 of men's socks.

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< p > Chen Bole said that compared with WeChat, Taobao users are not consistent with the target population of men's socks, and loyalty is not high.

According to him, the repeat purchase rate of men's socks WeChat users is about 50%, while Taobao's repeat purchase rate is only 10%.

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Beyond P, App is also the standard product that all enterprises are planning in the mobile Internet era.

Chen Bole introduced that men's socks also developed their own independent mobile clients, but after running WeChat public number, App has basically stopped operation.

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< p > "brand developing independent App depends on how much value it can bring to users.

Many of our customers buy socks four times a year. Installing an independent client is not necessary for them.

Therefore, our App downloads are not very high and sticky.

Chen Bole is not superstitious App, in his view, the real embrace of the mobile Internet is to find a better way to contact users, rather than to develop a App.

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< p > Chen Bole has no doubt that the marketing significance of these initiatives such as raising public interest and raising public socks is actually greater than the actual financial significance.

"Even if the chips are not successful, we will still make socks."

But in fact, up to now, the deadline for leaving the chips is 3 days. Men's socks have raised 51 thousand yuan, exceeding the target of 50 thousand yuan.

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< p > in addition to such gimmick activities, men's socks take the most activity on WeChat, which is sponsoring public numbers, such as cooperation with Luo's thinking, giving socks to fans to get the exposure of brands and products through activities.

And the WeChat public account paid ads are men's socks can not bear, "a click of 5 cents, for us is still very expensive, and purchase conversion rate is not necessarily high."

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< p > in addition, due to the high viscosity of fans, < a href= "http://? www.91se91.com/news/index_c.asp" > men's socks < /a > another bold attempt has been made: pre-sale ice blanket, if the user's booking volume reaches 500, men's socks will be put into production of ice silk blanket, if the number can not reach the quantity, it will not rush to produce.

The result is that the user's bookings will soon reach 1000, so men's socks will soon be put into production and are sold out.

But Chen Bole said it was just an unconventional attempt and did not plan to sell ice blanket for a long time.

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< p > but these promotional activities are far from enough for the market expansion of men's socks.

WeChat's external traffic acquisition has become the biggest confusion for men's socks.

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< p > men's socks < a href= "http:// www.91se91.com/news/index_c.asp" > WeChat < /a > Shangcheng service business bag pass is actually trying to help solve the flow problem, for example, pocket Tong is trying to gather its own customers to carry out joint promotion.

Although this method can attract many fans, the conversion rate is not high.

An important problem is that due to WeChat's official restrictions on cross account payment, users can not make payments to B sellers on WeChat pages of A sellers.

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< p > > according to < a href= "http:// www.91se91.com/news/index_c.asp" > Chen Bo Le < /a >, at present, men's socks are mostly introducing old customers to WeChat, and haven't tried too many good ways to acquire new users.

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< p > "he usually buys socks in Jingdong, and thinks that one is almost the same, and he doesn't have much interest in understanding other websites."

A woman described her IT industry's habit of buying socks before marriage.

This can be seen from a small aspect of the socks vertical electric business is still facing education users, marketing difficulties.

"How to make this kind of people know their web site still costs a lot."

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Chen Bole also mentioned many times that he had worked hard in marketing. He had tried hard to play all kinds of chips, put on TV programs and get more media exposure. He hoped to try his best to catch the eye.

But there are also "Deviation", "for example, we launched last year's bulletproof socks, at that time is to create a gimmick, the production of" can prevent bullets "socks, the cost is very high, the price is 168 pairs, made 1000 pairs, but the sales situation is not good.

Chen Bole admits.

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