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Billion Dollar Brand Club: How Dollar Shave Club, Warby Parker, and Other Disruptors Are Remaking What We Buy
Cuốn sách cực kì informative về sự phát triển mạnh mẽ của DTC (direct-to-consumer) e-commerce.
Mới đầu nghe mấy brand trên bìa sách thì thấy lạ vì chủ yếu họ hoạt động/target khách hàng ở Mỹ, đọc xong thì shock sương sương về cách các founders xây dựng và kiếm hàng tỉ tỉ đô từ personalized market. Và cái hay ho nhất đó là các các tập đoàn lớn như P&G và Unilever đối ứng với các brands này như thế nào khi nó đe doạ tới mô hình kinh doanh của họ 😉
Lâu lắm mới lại có cuốn khiến mình tâm đắc thế này đây 😀
Principle #1 — Sell direct to consumers. The success of Dollar Shave Club showed that by targeting a corporate giant's weakness, a start-up with the right product, the right amount of added value, and the right message can create a new brand almost overnight. You don't even have to invent a better product or having lots of money for advertising to succeed. You just have to align with what customers are thinking.
Principle #2 — Find stale categories. Warby Parker is a great example of what direct-to-consumer brands offer. It succeeded because the usual category leaders sell largely through retailers and depend on broadcast advertising. That means they don't have a direct connection with customers. Furthermore, if the category leader enjoys large profit margins, they will be less likely to cannibalize their own business model and compete. These are the sweet spots for new DTC brands.
Principle #3 — Use data to learn. Most people assume direct-to-consumer brands are all about the digital distribution channel, but that's not actually correct. These brands use data to connect and listen to their customers, to bond with them, to learn what they want, and then to find ways to work with customers going forward. "The algorithm is always right" is the mantra of billion-dollar brand builders.
Principle #4 — Never lose sight of the customer. In what is almost a classic Back to the Future moment, many direct-to-consumer brands are now opening physical retail stores, despite them proclaiming physical retail is so last century. The difference is these stores are now used to gather customer data which is then applied to increasing online direct-to-consumer sales. It's about making connections rather than sales. The legacy retailers were sitting on a goldmine of customer data they never took advantage of.