In the garment industry, there are many companies that offer subscription services. Most of these companies have opted for a monthly rental service based on female users, which has so far evolved into a small game that does not constitute entry into the mainstream. In the women's garment industry, subscription-leased clothing of all kinds looks beautiful, but it is always felt that the potential of subscription models is not fully realized。
What kind of costume would be better served as a subscription mode? A recent talk in shanghai about a project called minefield (wechat:minefield 2015) led me to think that male underwear might be a good direction。
To put it simply, minefield is doing things that provide male users with year-old underwear. You're registered on the platform and you're paying $1999 an annual fee to have a total of 12 underwear. Sets the time between delivery and the number of bars per delivery, and the platform will help you complete the distribution and adjusts each paragraph in size colour. The platform, for example, delivers you every three months, four, three times a year. Of course, each pair of underwear can also be purchased on a single item at a cost of $100。
So, what are the advantages of packaging male underwear with subscription services? It's like this:
Men's underwear is a relatively neglected market. The founders told me that even well-known manufacturers like ck still have a lot of room for improvement in the comforts they wear. Men are not too concerned about buying underpants, and comfort is at the forefront. So minefield's first pair of underwear is mainly comfortable. They want to provide a really comfortable pair of male underwear for quality users。
2. As the quality of consumption improves, men increasingly focus on the health of their clothing. The life cycle of a pair of underwear is approximately 3-6 months. Male users are relatively lazy, and women are generally absent from changing habits. The subscription service provides early user education. Regular delivery at regular intervals is a disguised reminder to users of the need to replace a body of lingerie underwear. The next product to be introduced by minefield will incorporate silver fibres into the underpants ' material in the main antibacterial concept。
3. Male brand loyalty is high, while buying underpants is a minor problem for male users. There are now three main ways in which most male users buy underwear: some would admit that some brands would go directly to brand stores, others would go shopping and buy a few, and others would choose to buy online. In general, however, almost no one would be able to complete the purchase of underwear as a special matter. As a result, as long as men trust a brand, subscription services can be less costly in buying underwear。
This is a simple summary of the reasons: one: the available male underwear is not good enough and there are uncomfortable pains; two, the male needs a healthier lifestyle in the future; and three, the frequent purchase of new underwear is a cumbersome and trivial matter for them. This 3-point factor combines the introduction of better underpants for male users by way of subscription, with regular regular deliveries of new underpants to the door at regular intervals, which can help users develop healthier habits of life while avoiding the difficulty of buying them specifically。
Clothing commodities such as underwear and socks may have more potential for subscription patterns. Socks are relatively standardized and platforms are easy to control and do not send to things you don't like because the user's personalization is too different; underpants and socks, though small, are regular consumables that need constant supplementation, are too difficult to buy alone, and subscription services are obviously less expensive; and underpants, such as underwear, are close to clothing, and brands are more influential in shaping a healthy lifestyle for men. For goods with higher brand attributes, subscription services have advantages。
This is probably a good way to look at it. But minefield is just beginning, and some things don't seem clear. For example, the cost of $1,000 / the year of the charter may be too expensive for some users, and minefield intends to find financial instruments to service the instalments at a later stage; the platform will also consider joining the underpants recovery project, with the concept of waste recycling similar to "three olds for a new product"。
Minefield's underpants are now mainly designed through the procurement of manuscripts by designers, and then, in collaboration with a publicly traded company in shenzhen, the use of blue whale moder fabric for processing and manufacture by manufacturers. In the future, the platform hopes to incorporate recommendations for other male products at each distribution and to develop a healthy lifestyle for men in all its dimensions. There are now about 5,000 registered users on the platform, 500 paid users and 300 package users. The team is looking for angel wheel financing。
With regard to male consumption, we've focused on a number of projects, such as "trinkles", "xy" and "put-down-type" and so on. Also, if you're interested in this topic, you'll be welcome to e-mail: chenzibing@36kr. Com。
36 the kryptonian and kryptonian space teams have been stationed in shanghai and will hold regular underline salons or private meals every month. We're recruiting a full-time / intern, and if you have your own ideas and curiosity about entrepreneurship services, throw your résumé to the congjia@36kr. Com, a wave of demon entrepreneurs waiting for your face
