Shop artisans have memorized the main points. After reading this article, they will soon understand how Softerspot succeeded in the cold start of the market and co-founder Liu Xing's understanding of DTC's successful sailing.
Respect consumer habits
Due to the differences between domestic and foreign consumers' consumption habits, overseas, regardless of brand size, brand independent official website will be the ultimate traffic conversion end.
The domestic consumer is App first, which is based on the mobile App for mobile consumption. The shopping habits of European and American consumers mainly rely on Google search, not mobile phone search shopping.
Even if shopping can be easily transformed through social media platforms such as Instagram and FB, it will eventually lead to the transformation of brand independent official website.
It is precisely because of brand independence that official website relies on independent stations to promote the formation of a marketing model in which brands interact directly with consumers.
Sellers directly face consumers by integrating product manufacturing, marketing, channels and other information through independent workstations, thus forming the innovation of new brands in the value chain.
DTC is caused by consumption habits and business models. Fully respecting consumers' consumption habits and doing a good job in localization service are the basis of DTC's successful brand.
According to the insight into consumers' habits, Softerspot found that only through independent brand stations can refined user management and consumer linkage be completed. Therefore, there is not much entanglement in channel selection. Through the linkage between the station and EDM, the relationship with consumers is closer and more natural traffic is obtained.
Using first-hand data
The advantage of DTC is that the seller can master and accumulate intuitive customer data, and create differences through the analysis and interpretation of customer data.
For example, with the help of the DTC professional team of Shoplazza owner, Softerspot locked the customer portrait on middle-aged men through market research and product launch testing, and the target population was about 6:4 male to female.
Softerspot collects and understands these data and applies them to all aspects of DTC brand going out to sea. For example, when the products are beautiful, Softerspot prefers to choose middle-aged men as models, and when inviting offline activities, it also has clearer goals.
At the same time, data feedback is also a long-term strategy to create differentiated products. Through direct interaction with consumers, deepen the emotional connection between brands and consumers, and spread and promote products among consumers or communities.
Create a consistent experience
At Roundtable Business School, Sylvia, Commercial Director of Shoplazza Shoppers, also stressed that the most important element of DTC success is to create a consistent experience for consumers through all contact points with consumers.
According to Softerspot's DTC brand experience, in order to create a consistent experience, we must do the following:
Product experience
Whether the design and packaging are timely and iteratively optimized through consumer feedback;
Online marketing
From the shopping and marketing of independent brand stations to the tonal transmission of Founder brand stories, visual design and so on, all need to speak with one voice;
Shopping experience
Create unexpected brand independent shopping experience and localization experience, and let consumers feel the humanistic care of the brand through, for example, safe and reliable localized payment methods, familiar logistics and distribution options, and detailed product details pages;
offline marketing
Advertising marketing
Search results and materials reflect the brand's value proposition.
Nowadays, consumers need to feel the existence of the brand and establish emotional connection with it. Sellers need to create a good environment and scene for this kind of interaction between consumers and brands, so as to extend the LTV of customers.
Looking back on Softerspot's brand going to sea, Shoplaaza shopkeepers customized entrusted cooperation services for customers, equipped with professional DTC project service teams, including operations, account managers, designers, advertisers and social media operations.
At the same time, Shoplazza shopkeepers also consider and solve a series of operation nodes that will be encountered in the closed loop of the whole chain, and provide related solutions such as payment, logistics/overseas warehouse, ERP, etc.
precision marketing
Liu Xing, co-founder of Softerspot, a successful DTC customer of Shoplazza, also said in the theme forum that the most important thing is to find a breakthrough to cut into the market and establish the corresponding brand awareness of consumers in the early stage of product introduction to the market.
The manned customer team analyzed and put forward a complete promotion plan around the performance advantages of the products. In the end, we chose to start the market with long battery life and quiet noise reduction.
This product selling point that directly hits the pain point not only makes Softersopt famous in the fitness circle, but also provides strategic ideas for launching and social media operation. Through meticulous market operation, the product advantages directly hit the accurate audience.
Revitalize private domain traffic
Not only in the initial stage of brand growth, Shoplazza shopkeepers are accompanied by the whole power accumulation process of DTC brand.
We continue to export high-quality creative content and materials to our customers, and pay attention to localized community content operation.
On the one hand, Softerspot has no user base and chooses to accumulate fans from social media with the help of the power of red people. Shoplazza shopkeepers help customers match KOL cooperation resources inside and outside the company, pay attention to planning and implementing joint activities in the fitness community, and carry out accurate brand exposure.
On the other hand, the blog in the station is also one of the main battlefields of Softerspot community operation. Shoplazza shopkeepers will recycle the high-quality materials of celebrity cooperation, produce and launch blog topics that can resonate with consumers in the station, and combine the posters of brand-independent official website preferential activities to revitalize private domain traffic and promote transformation.
Mr. Liu, co-founder of Softerspot, said that private domain traffic is the most important part of Softerspot. Starting from July this year, we will provide a monthly bonus of $65,438+00,000 to encourage consumers to actively return pictures, provide high-quality content, and narrow the distance between consumers and brands; Next year, together with the Shoplazza shop craftsman team, we will continue to exert our efforts in KOL cooperation and social content operation to strengthen the brand power of Softerspot.
There are many factors contributing to the success of DTC brand in going to sea. It is not difficult to become an excellent brand of DTC if you can rely on Shoplazza's mature SaaS website building system and technical advantages, quickly respond to functions and technologies, and reasonably match professional sea service teams to provide you with efficient and systematic whole-case services.
In this Facebook cross-border e-commerce business school theme forum, eco-partners provided important support for DTC brand to go to sea.
Ivy, Commercial Director of Qianhai, shared the importance of localized payment. On the basis of respecting consumers' consumption habits, it can also optimize the shopping experience and improve the in-station conversion rate of brand independent stations;
Ting, founder of SocialV, also stressed that the primary goal of DTC going to sea is localization, and KOL is also an important means to solve localization problems and help fans settle down.
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