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mikecolince25
Apr 03, 2022
In General Discussion
To achieve this goal, first of all, the product quality and service of the brand must be consistent, and the second is to continue to innovate, so that users can use more cost-effective products and services. With the scale of retailer chains and the Fax List development of e-commerce platforms, brands find themselves farther and farther away from users. Since they cannot directly communicate with users, it is difficult to obtain users' real thoughts and potential needs. Brands are caught in a dilemma both offline and online: Produce a large amount of inventory and distribute it to thousands of offline retailers, but can only operate through the dealer/agent model. Investing more and more funds to use the bidding model to acquire customers on the e-commerce platform, the cost is getting higher and higher, but the Fax List conversion rate is getting lower and lower. Moreover, users belong to the e-commerce platform and do not belong to themselves. The emergence of social media and content platforms makes DTC possible and brands can return to their essence: Acquire registered users belonging to the brand itself through social media and content platforms, and then communicate directly with users. Therefore, the products and services of the brand continue to be improved and innovated, and gain the trust and recommendation of users, gain the recognition of more users at low cost and continue to sell... 2. The Four "DTC" Capabilities of the Dollar Shave Club The idea of ​​a new razor brand trying to challenge a century-old well-known Fax List brand with a market share of up to 72% sounded unreliable in the United States in 2011. The start-up brand also has a very long name: Dollar Shave Club (dollar shaving club), its revenue in 2012 was only $ 6 million, but it has doubled its revenue every year. By 2015, the fourth year of the Dollar Shave Club, sales reached $263 million and the number of users exceeded 3 million.
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