How to operate DTC community?

SoloBrands Of DTC Pattern Created a unique competitive advantage , From the performance and operation capacity , Data driven sales and marketing engines make full use of the power of consumer data —— Including interest trends 、 Purchase history and community Interactive connection —— With DTC community The advantages of operation have created incredible brand growth .

Outdoor products are also made DTC innovation ？

Over the past decade , Face the consumer （DTC） The rapid rise of brands has greatly changed the pattern of e-commerce . Direct interaction and sales with consumers contribute to richer customer data and business insight , And help the brand and its users community Establish direct contact . In the most successful DTC brand in , I often see people who are passionate about building and Deep understanding of user interaction How to help Promote product innovation , Achieve huge growth , And have a positive impact on the larger community ——SBs No exception . With the company on the New York Stock Exchange IPO, Let's see SBs How to develop a real Brand user community , These products can help ordinary people reconnect with the most important ways .

2021 year Q3 when IPO Key financial indicators ,SBs Prospectus

SBs Our business has a fundamental belief , That is, the future of business should be unique 、 Differentiation 、 Amazing brand to build , These brands build a real connection with the audience in a responsible and committed way . The emotional connection between brand and users is the most critical factor to support this belief , By providing an incredible customer experience ; Create first-class products for and with the community ; And to fans 、 friend 、 family 、 Operate in a responsible way with team members and the environment .
John Merris
CEO SBs

Founded on 2011 Outdoor equipment brand in SBs The predecessor is specialized in outdoor stove products Solo Stove, The stove is still SBs The products with the largest sales volume .SBs It has four sub brands –Solo Stove、Oru Kayak、ISLE Paddle Boards and Chubbies Clothing, etc , Direct selling products mainly through e-commerce channels .

SBs The main users are concentrated in the United States ,2020 The annual proportion is up to 95% above ; Then there will be international expansion , Maintain cooperation with foreign distributors to carry out business . Besides ,SBs By establishing a distribution center in Rotterdam, the Netherlands , Officially enter the European market .Solo Stove Vice president of international development Cory Gottfredson Express , Orders will be fulfilled entirely through local facilities throughout Europe . It is worth mentioning that , The reason for setting up a business center in the Netherlands is that the country has strong logistics support . The Netherlands is located in the center of Europe , The port of Rotterdam is the largest seaport in the European continent . These advantages make Solo Stove Chose Rotterdam , It will establish links with the network of third-party logistics suppliers in Rotterdam , To achieve the goal of global growth .

meanwhile SBs from 2021 Started business in Canada , It plans to focus on Europe and Australia in the next three years ; For Africa 、 Asia-Pacific 、 Middle East and South American markets ,SBs Currently, we provide services through international distributors .

From the perspective of consumer groups SBs It is more attractive to young people .2020 year 18-44 Year old customers account for about SBs Website traffic 50%;25-40 Age and Z The spending power of generations of consumers in the United States is about 1 Trillions of dollars .

SBs Digitization of DTC strategic Is its core advantage .2020 In, the official website sales of its four brands accounted for 84%;DTC The channel contributed 92% Sales volume .DTC Pattern Not only can it make SBs Grasp user feedback in real time , It can also help them control the retail price and marketing delivery , So as to cultivate loyal users . at present SBs There is a total of super 230 Million users , stay 2020 In, the websites of its four brands had nearly 4200 Million hits , social contact The number of media fans exceeds 450 ten thousand people . Through word-of-mouth marketing （Word-of-Mouth） Loyal users It can also bring more new users to the brand . By 2021 year 6 month 30 Japan Solo Stove 45% Of new users are recommended by friends or family .

community Driven Product innovation

SBs The story of 2011 year , At that time, the first and largest brand of the platform Solo Stove It was founded by two brothers , They seek to bring families together .Solo Stove The team combines their love for outdoors with their passion for e-commerce , Created a digital native platform , Aimed at marketing Solo Stove Lite, This is an ultra portable backpack camping stove , Just use branches 、 Branches and leaves , Can be in 10 Boil water in minutes .

From the beginning of the company Solo Stove The team strives to build DTC Pattern , To achieve direct consumer contact and promote real-time User feedback —— Use data for the company's Product innovation route Figure provides information and improvements , Guide digital marketing decisions , And enhance the overall brand experience . The customer's requirements inspired 2016 In, the company successfully designed and launched its flagship smoke-free stove , The regular feedback from customers is also for the following several Solo Stove Accessories provide similar information .Solo Stove from 2016 - 2021 year 6 month 30 The compound annual growth rate of sales up to the end of the day is as high as 132%.

SBs 's portfolio ,SBs Official website

today SBs Our product portfolio includes more and more categories Innovative products and technologies . from Solo Stove Almost smoke-free stove , To ISLE’s Portable inflatable paddle , Until then Oru’s Folding kayaks and Chubbies High performance clothing , The company has been committed to building a product portfolio with strong emotional connections with customers . such community contact —— And the resulting proprietary customer insight —— It helps to enhance SBs Launch and... With a high degree of confidence Expand and innovate new products The ability of , It is important to promote attractive repeat purchase behavior .

DTC The growth goal is to design 、 Create more products or acquire more brands , For the ever expanding SBs community Provide services , Whether it's at home 、 I'm still outdoors during the journey , Across multiple uses and all seasons .

DTC community operating Driving growth

SBs Focus on pleasant products , And aims to Help users create Unforgettable shared outdoor experience , And users community Established a passionate and emotional connection . This community Help the company achieve strong organic growth among new and loyal customers .

2020 Affected by the epidemic in , People are interested in going outdoors 、 The lifestyle of being close to nature has more needs ,SBs Net sales also rose to 1.33 Billion dollars , a 2019 In the same period of 3990 US $10000 year on year growth 234.8%; The average order size has also increased 8.3%, from 2019 Annual average customer unit price 253.33 The dollar increased to 2020 Year of 274.47 dollar .

According to the P.J. Solomon,2019 year -2020 The consumption of sporting goods and outdoor leisure in the United States increased 18%, The scale is about 2200 Billion dollars , And is expected to continue to grow . International Leisure Furniture Association 2021 According to a survey conducted in ,90% Percent of consumers said they were more interested in outdoor sports , There are even 58% Of people plan to 2021 Increase outdoor life time in , And buy outdoor equipment .

Users believe that SBs Committed to improving their lifestyle , It is one of the most influential brand advocates of the company . Community in social media Participate enthusiastically , Create a highlight to SBs Posts with products as the core of their experience . They buy products and talk with friends 、 Family and neighbors share , Promoted strong word-of-mouth recommendation . This real relationship creates a very loyal community ; Re purchase accounts for more than one third of the total orders on the website , Nearly half of the new customers are introduced to Solo Stove Of .

High re purchase users greatly improve their value contribution LTV,Adobe Official website

With community The centricity approach also promotes SBs Customer acquisition strategy . The company is looking for With innovation 、 Brand of favorite products , These products have established similar 、 Sincere contact . Here it is SBs Of DTC Pattern It provides a unique competitive advantage for its brand , Including performance and operation professional capabilities , And data-driven sales and marketing engines , Use the power of consumer information —— Including consumption trends 、 Purchase history and direct email or SMS contact —— To provide an incredible customer experience .SBs The platform aims to make its passionate brand builder portfolio surprise and delight customers with clever products and unforgettable moments .

The user community Driven brand influence

SBs Commitment to the community goes beyond deep relationships with consumers , And for the company's contact with local communities and SBs The natural world that products encourage all of us to explore provides information . The company has launched projects and foundations aimed at directly serving individuals in the community , And cooperate with several non-profit organizations , By supporting specific protection work , Help drive meaningful global change .2020 year , The company launched Project Good, Provide free for those in need SBs product , And provide various local service items .2021 year , The company has set up 43 The foundation , Expand access to mental health and suicide prevention services through local community organizations .SBs Support key environmental organizations , Include 1% Of Planet and One Tree Planted, To help solve some of the most urgent environmental problems of our time . Besides ,SBs The leadership team is committed to supporting a more diverse organization , Its 5 The goal of the year is to make SBs Employees are fully representative of the broader American population .

SBs Continuous commitment to the community ,SBs Official website

SBs The driving force is that future enterprises must be more responsible for making the world better than we have found , The company has promised to donate a portion of all its income to undertakings important to its employees and the community .

Crack the high growth of operation DTC brand Password ？

CEO John Merris In the company 2021 year IPO Later, I told the media in an interview ,SBs Think of yourself as DTC brand How to find a model of sustainable growth and profitability .

but Merris say ,”SBs Planning a different path for brand mergers and acquisitions . The biggest difference between our models is , Working with the founders and teams of the acquired excellent brands , Help them platform DTC Operations .”

Merris say ,SBs There are several common points in choosing and purchasing brands ： Mainly focus on outdoor activities , And have strong online sales .SBs In its prospectus , Its brand websites account for up to 12 month 31 Japanese 2020 Of fiscal year sales 84%.

“ A large amount of data is generated , Construct a moat for the company , Especially in the field of digital marketing heard every day —— More personal information privacy laws , Less visibility , Higher customer acquisition costs . We can get customers at a very favorable cost , Because we make full use of first-party data to provide truly differentiated digital marketing strategies .” Merris Add .

Merris Also said ：“ We have not made rash use of stock code “DTC” The decision to go public . We feel a great responsibility — Face the consumer . In the next ten years and beyond , Will be really understood by How to interact with users Of DTC brand Leader .”

Link to the original text ： Outdoor stars SBs How to use DTC Community operation promotes high-speed brand growth

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