Standarding the American Stitch Fix, in recent years, many clothing subscribed e -commerce has appeared in China, such as locating men’s clothing, the deer forests cut from children’s clothing, and theLook, SODA shapes, secret box fantasy songs, ABOX one box, etc. of women’s clothing. These platforms regularly send the clothing “box” according to the user’s body data and preference information, and the user decides to buy or return after trying it on at home.
As a new type of e -commerce model, there are several characteristics of subscribing to e -commerce:
Experience. The increasingly mature credit system supports users to try first and then buy. For the costume consumption of the experience scene, the lack of e -commerce is supplemented, and the strong interaction services under the membership system also make the user experience better;
personalise. According to the algorithm, intelligent recommendation can more accurately meet the personal needs of consumers;
High -efficiency. Although the success rate of early recommendation needs to be improved, theoretically, it can reduce the cost of selecting users and improve the efficiency of buying clothes;
High cost performance. The platform is concentrated, and the clothing circulation link is essentially shortened. Today, the consumption downgrade can allow users to enjoy a certain discount.
The “Jinyi Box” to be introduced today was launched in April this year. The user pays 99 yuan to become a lifelong member of the platform, and enjoy the monthly recommendation matching service. The Jinyi Box sends 3 sets at one time, and a letter is attached. After trying it on, the user leaves the favorite clothing and pays it. The rest will be returned for free.
The founder and CEO Wang Xuanlin told 36 氪 that the main target group of the Jinyi box was male users aged 20-35. Compared with female consumers, men’s energy and time budget for buying clothes are not much. The purpose of shopping is clear, and they strive to be efficient. Secondly, their sensitivity and aesthetics of fashion are relatively weak and more painful.
Among male users, the key service of Jinyi Box Service. Wang Xuanlin believes that mid -range male users actually lack the scene of clothing purchase: unable to satisfy the products of the Amoy brand and small and medium -sized stores, but they cannot accept the high offline costs.
The Jinyi Box is equivalent to the user’s private image butler to help them solve the problem of “what is suitable for wearing and what you like to wear”. At the same time, high -cost and cost -effective products are selected in clothing brands. You can buy offline high -quality clothing at the price slightly higher than the price of Taobao products.
Jinyi Box has cooperated with more than 40 domestic clothing brands and independent designers in the way of buying off. In addition, he is actively expanding international brand resources. The company has a 200 -square -meter warehouse with a total of more than 300 SKUs, including 10 styles including leisure, streets, military, retro, sports, and formal business.
The essence of clothing subscription is a data business, and the core is to efficiently complete the matching of goods through the data model. However, the accurate algorithm recommendation relying on the accumulation of data. In the short term, the focus of this model is the one -month sales opportunity and the trust relationship established with the user in the process. Therefore, early operations are the key, including how to get customers, how to maintain stickiness, how to promote repurchase, and how to promote word -of -mouth communication.
According to the data provided by the team, in the internal test in July this year, the platform selected more than 100 seed users, each of which sent 6 products each box, with an average of 2.7 pieces, and the transaction unit price of a single box was 714 yuan.
There are nearly 20 people in Jinyi Box, base Shenzhen. The core member of the team is the post -90s of the background of studying abroad. One of the partners has been in the clothing industry for more than 20 years. Earlier, the company completed 3 million yuan of angel round financing from individuals.