The fastest way to success is to do what you are best at!
It is difficult to disagree that in the clothing industry, it is difficult for a product to become an enduring hit simply because of its fashion and design. Compared with fashion, functionality is the first pillar supporting the ultimate single product.
If a store only sells one type of clothing and is only open half a day a week, would you think such a store is super unreliable? But you can sell 180 pieces in half a day, and the purchase rate reaches 80%. Do you think this store is awesome?
In Tokyo, there is such an “unreliable” clothing store!
Teacher Zhu mentioned in the “Emerging Brand·Business Model Change System Class” that in the industrial transformation of the general environment in recent years, new business opportunities and business models are constantly emerging, and their essence is It is to conduct in-depth research on target customer groups and value propositions to provide consumers with the products and services they need.
Today I will talk to you about how this small store makes the ultimate single product. Play the white T to the fullest?
This store does not sell women’s clothing, only men’s clothing; it does not sell pants, only clothes; it does not sell other styles, only T- shirt; no other colors are sold, only white T-shirts are sold. The store is called #FFFFFFT.
Comfortable T-Shirts are an everlasting classic, while white T-Shirts with a very high replacement rate are a must-have for everyone. A must-have in your personal life. Spotting people’s demand for white T-shirts, Japanese fashionista Natsuki Taku opened this white T-shirt buyer’s shop in Shibuya District, Tokyo, in April 2016.
#FFFFFFT sold from all over the world for 1,000 to 20,000 yen (approximately RMB 60 to 1,200 yuan ) white T-shirts of various brands at various price points.
Here you can find all kinds of white T-Shirts, loose, close-fitting, ivory, pure white, off-white, almost all styles. Find.
01 Product segmentation can also create Rich variety
In Natsume Takuya’s view, white T-shirts are far more than just “a universal base layer” – once you professionally classify a small category, it itself Various SKUs can be derived.
#FFFFFFT’s products—all kinds of white T-shirts can be distinguished from V-neck, round neck, and U-neck in terms of design and cutting. In the past two years, small high collars have become popular again. Collar and oversize.
Basically, customers who come to this small store can find their own white T-shirt regardless of gender or age.
02 Capture core users
In fact, selling T alone This single product has already locked in a large number of precise users, but if they only buy white T-shirts, it will be fine in summer, and sales will definitely not be bad, but what if it comes to winter? so what should I do now?
Natsume Taku will carefully record the customers who come to buy white T-shirts in winter, classify them as core customers, focus on maintaining the relationship with such customers, and use the most sincere The service solves all after-sales problems for them.
Due to the precise brand positioning, there are not many requirements for store location. #FFFFFFT The location is extremely shabby, not shopping It is in the center, not on a pedestrian street, but in a residential area. The only commercial facility that can be found around it is the FamilyMart convenience store across the street.
The store was converted from a garage on the ground floor of an apartment. The store space is narrow and irregular. A simple cashier counter and fitting room are arranged.
03 Hunger Marketing
Natsume Takuya believes that if it opens every day, people’s laziness will naturally be revealed, “A monk who can run away cannot run away from the temple” and “I will go there one day.” This kind of negative shopping concept will occupy the customer’s psychology, and such inert behavior will lead to the loss of many customers.
Therefore, Natsume Taku limits the opening hours and only opens on Saturday afternoons. As soon as this business model comes out, many customers who have the desire to buy will wait with their fingers to wait in line at the door of the store on Saturday.
Doesn’t it look unreliable? It has just been a year since the store opened in April, but it has already become a global Internet celebrity store.
#FFFFFFT has no fixed purposeTarget crowd. Most of the customers who queue up to buy white T-shirts are young people, and of course there are also some foreign customers. Through the spread of the Internet, these foreign customers are becoming one of the important customer sources of this store.
Less than half a year after its opening, this hidden store has made headlines in various media.
Why can such a ticket-based store survive and become more and more popular?
★ Regarding location selection, compared to prime locations such as Harajuku and Omotesando (a famous business district in Tokyo), although the flow of people here is small, the rent is cheaper and the quality of customers is also high. Everyone doesn’t just come here for a casual visit, but comes here specifically with the purpose of purchasing.
★As for being open for half a day, the boss explained this: If it is open every day, people will always think – go there next time. Since it is only open half a day a week, people want to go and see it quickly.
★The key to the success of #FFFFFFT is the white T-shirt sold inside. On the first day of its birth, Natsume automatically labeled it the “most professional white T-shirt” Tag of.
The T-shirts of this brand are also a bit weird. It is known as the world’s first men’s T-shirt that is anti-bulge (dew point).
It turns out that in Japan, 84% of women hate men’s nipples looming through clothes. In their view, a man with a protruding bulge = not clean + unreliable.
This T-shirt took 2 years to successfully develop. Different from ordinary thin and transparent white T, SeisoShiro’s density is obviously higher.
SeisoShiro uses high-quality cotton from Japan, the United States, Uganda and India, and also adds special stitching technology. After men wear it, , the nipples will not bulge at all.
★#FFFFFFT The founder aims at niche brands and niche groups. In this era, it is easier to break through. . The category is narrow, so we can only dig deep into users’ pain points and build our own professional characteristics. The crowd is narrow, but consumers can find common ground between them, naturally forming a strong relationship. Never underestimate the power of these fanatical crowds. These people are the opinion leaders among the crowd.
Behind the functionality are materials that competitors cannot replace and craftsmanship that cannot be imitated. This is the core competitiveness of the ultimate single product.
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