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單期簡介
10億美元顛覆者俱樂部
打破市場規則、直接面對消費者4原則
現在是創立DTC品牌(直接面對消費者,direct-to-consumer)的最佳時機。只要你看準商機,今日有可能以前所未有的速度,成功發展出10億美元的品牌。
2020-07-22 /  2205  1
輕鬆聽大師
俞國定導讀
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目 錄 導 讀 付費內容 延伸閱讀 友善列印 輕鬆抓重點

Principle 1

直接賣給消費者

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一元刮鬍刀俱樂部的成功顯示,一間新創公司只要能鎖定某企業巨擘的弱點,提供適當的產品、適當的附加價值,以及適當的訊息,就能在幾乎一夜之間成功創立一個新品牌。你甚至不必研發出更好的產品,或投入大量廣告經費,就能一舉成功。你只需要迎合顧客的想法即可。


感謝您對大師輕鬆讀的愛護,並且全力支持您合理地使用我們為您精心編製的內容。希望未來可以提供您更方便更友善的服務。

Principle 1

Sell direct to consumers

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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.


感謝您對大師輕鬆讀的愛護,並且全力支持您合理地使用我們為您精心編製的內容。希望未來可以提供您更方便更友善的服務。
吉列公司的創辦人是金恩.G.吉列。20世紀初,金恩和其他業者一樣,一直在努力嘗試開發出更好的男士刮鬍產品。1901年12月3日,金恩.吉列為一款安全刮鬍刀提出專利申請,該刮鬍刀具有手柄及一片輕薄、可拋棄的雙面鋼刀片,當刀片變鈍時可直接丟棄並更換新刀片,不必再用皮帶磨刀。感謝您對大師輕鬆讀的愛護,並且全力支持您合理地使用我們為您精心編製的內容。希望未來可以提供您更方便更友善的服務。
The founder of Gillette was King G. Gillette. At the turn of the twentieth century, like everyone else he was working to try and come up with a better men's shaving product. On December 3, 1901, King Gillette submitted a patent application for a safety razor which had a handle and a thin, disposable double-edged steel blade. The blade could be thrown away and replaced when dull, rather than having to be sharpened with a leather strop.感謝您對大師輕鬆讀的愛護,並且全力支持您合理地使用我們為您精心編製的內容。希望未來可以提供您更方便更友善的服務。
2
獲得專利權後,吉列刮鬍刀隨即開始生產,金恩.吉列在1903年售出51把刮鬍刀和168片刀片。第2年,他成功售出9萬把刮鬍刀和1500萬片刮鬍刀片。吉列刮鬍刀進而成為品牌歷史上銷售時間最久、最具標誌性的產品之一。到了2005年,吉列刀片和刮鬍刀一年的銷售額達40億美元,淨利率高達50%到60%。基於吉列67%的市占率,寶鹼公司在2005年以大約550億美元的價格收購了吉列。感謝您對大師輕鬆讀的愛護,並且全力支持您合理地使用我們為您精心編製的內容。希望未來可以提供您更方便更友善的服務。
2
With the patent granted, the Gillette razor went into production, and King Gillette sold 51 razors and 168 blades in 1903. The next year, 90,000 razors and 15 million razor blades were sold. Gillette's razors would go on to become one of the most enduring and iconic products in the history of brands. By 2005, Gillette was selling $4 billion of blades and razors every year, with an impressive 50 -60 percent profit margin. Based on that 67 percent market share, Procter & Gamble purchase Gillette in 2005 for about $55 billion.感謝您對大師輕鬆讀的愛護,並且全力支持您合理地使用我們為您精心編製的內容。希望未來可以提供您更方便更友善的服務。
因此,當一個完全的業外人士麥可.杜賓出現,並於2011年開始以每件1美元的價格出售雜牌刮鬍刀和刀片時,吉列公司並沒有投入多少關注。杜賓在2011年年中設立了一個網站出售多餘的刮鬍刀片,但市場反應不佳。因此,他決定成立「一元刮鬍刀俱樂部」,改採每月訂閱模式。結果吸引了大約1000名訂戶,麥可.杜賓因此決定製作一支影片上網發布。他想鎖定像他一樣的潛在顧客──既沒錢購買昂貴的吉列刀片,也不想特地去商店購買刮鬍用品的年輕人。感謝您對大師輕鬆讀的愛護,並且全力支持您合理地使用我們為您精心編製的內容。希望未來可以提供您更方便更友善的服務。
Therefore, when a complete industry outsider named Michael Dubin came along and started selling some off-brand razors and blades for $1 each in 2011, nobody at Gillette took much notice. Dubin had launched a website to sell some surplus razor blades in mid-2011 but the response was underwhelming. Therefore, he decided to set up Dollar Shave Club as a monthly subscription model instead. About a thousand people signed up for subscriptions, so Michael Dubin decided to make a video to post online. He wanted to target potential customers like himself – young guys who didn't have the money to spend on expensive Gillette blades, and who didn't like the hassle of having to go into a store to buy shaving gear.感謝您對大師輕鬆讀的愛護,並且全力支持您合理地使用我們為您精心編製的內容。希望未來可以提供您更方便更友善的服務。
4
杜賓利用他即興創作的背景及朋友的一台攝影機,和其他幾位朋友在公司存放刮鬍刀片的倉庫內,一起拍攝了一支影片。這支影片約耗費7至8小時製作,製作成本為4500美元。影片給人的感覺很隨興、隨意,其實影片的腳本經過數周的精心編寫及重寫,試圖傳達其價格、品質及便利性。感謝您對大師輕鬆讀的愛護,並且全力支持您合理地使用我們為您精心編製的內容。希望未來可以提供您更方便更友善的服務。
4
Using his background in improv and a friend's camera, Dubin and a couple of other friends put together a video filmed at the warehouse where the company's razor blades were stored. The video took about 7 or 8 hours to make and cost $4,500. It tries to come across as casual and ad-libbed, but the script for the video had been meticulously written and rewritten for weeks to try and communicate price, quality, and convenience.感謝您對大師輕鬆讀的愛護,並且全力支持您合理地使用我們為您精心編製的內容。希望未來可以提供您更方便更友善的服務。
麥可.杜賓就靠著那支93秒的影片,向聖塔莫尼卡一間創業投資孵化器Science Inc.尋求行銷的資金。這間創投公司本來想略過不理,但仍勉強同意看一下杜賓的影片。感謝您對大師輕鬆讀的愛護,並且全力支持您合理地使用我們為您精心編製的內容。希望未來可以提供您更方便更友善的服務。
Armed with just that ninety-three-second video, Michael Dubin approached Science Inc., a Santa Monica venture capital incubator firm, for some money to do some marketing. They were just about to pass on the opportunity, but reluctantly agreed to have a look at Dubin's video.感謝您對大師輕鬆讀的愛護,並且全力支持您合理地使用我們為您精心編製的內容。希望未來可以提供您更方便更友善的服務。



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