กรณีศึกษา Casper ธุรกิจขายที่นอน ออนไลน์ /โดย ลงทุนแมน
“ไอเดียนี้แย่มาก ไม่มีใครซื้อที่นอนทางอินเทอร์เน็ตกันหรอก”
นี่คือคำพูดของกลุ่มนักลงทุน ที่ปฏิเสธให้เงินเจ้าของบริษัท Casper ไปเริ่มต้นธุรกิจขายที่นอนออนไลน์
ซึ่งอาจเพราะในอดีต คนยังคุ้นเคยกับการไปซื้อที่นอนตามหน้าร้านอยู่...
Continue ReadingCase study Casper. Online / Investing mattress business.
′′ This idea is terrible. No one will buy internet mattresses
This is the quote of a group of investors who refuse to get money for Casper company to start an online mattress business.
Maybe because in the past, people are still familiar with buying beds in front of the store.
But Casper finally can erase those beliefs
And make online mattresses widely popular
How do they use DISRUPT mattress market
Investing man will tell you about it.
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Casper is an online retail business from USA
Founded in 2014 or just 6 years ago
The main products that the company has chosen to sell are ′′ bed ′′
Because it's something to use regularly because humans sleep average of 6-8 hours a day.
However, Casper in the early stages couldn't convince investors to care about their business.
Y ' all don't believe consumers buy site mattresses that often.
Because it's quite expensive and the product has been used for years.
This industry is also a large market worth around 1,200,000 million baht.
With a lot of retail players competing fiercely
Making the owner of the company to pay personal money. Try to produce the product first. Until it's in debt of 3 million baht.
Casper's mattresses are designed with good quality materials like Memory Foam, which fits the user's body, so it reduces pressure and makes us sleep better.
The sale price is between 11,000 to 35,000 baht, which is not expensive like various retail stores.
Including the company is open to return within 100 days and warranty for 10 years.
When businesses look into form, there is a group of Venture Capital investors coming to support funding.
Make Casper finally able to launch the platform
Originally, they predicted the first year of income at around 60 million baht.
But the result appears that just the first 2 months, sales have gone through the target.
If you ask me why Casper mattresses are selling well.
The answer would be a marketing strategy that attracts consumers in this era.
Casper's most highlights. Apart from quality and price.
It's packing small boxed mattress products to be shipped to customers.
When the box is removed, put it on the base of the bed, the mattress will gradually blister up as if it lives.
This unique creates a trend of posting video clips, unpacking boxes and placing Casper mattresses on social media platforms.
Especially when famous people post like Kylie Jenner's case talking about their Instagram and YouTube casper mattresses generated over 870,000 likes.
Therefore, companies are primarily focused on advertising on social media
By hiring actresses and influencer to make casper product containers
Later, when the brand is famous, there are more interested in investing.
Target major retail malls, A-Grade Investment. Ashton Kutcher's fund.
Or entertainment industry people like Tobey Maguire, Leonardo DiCaprio, Adam Levine etc.
The company therefore puts future vision to step into a virtual Nike of sleep.
By expanding the business to other sleep related items such as pillow, bed sheet, lamp.
Also invested to build over 200 storefronts
And expanding services to foreign countries such as Canada, Germany, England.
Performance of Casper Sleep Inc. Continuing to grow
Year 2017 Income 7,900 million baht. Loss of 2,300 million baht.
Year 2018 Income 11,200 million baht. Loss of 2,900 million baht.
Year 2019 Income 13,800 million baht. Loss of 2,950 million baht.
Casper used to be evaluated by business value at 34,500 million baht. It is a starter cuddle Unicorn decoration.
And on February 2020, the company got the IPO listed into the New York Stock Exchange.
But the latest stock value has gone down to around 11,300 million baht.
This may be the result of Casper's losses and marketing advertisement costs quite high.
Assemble Casper's success, it has resulted in competitors selling online mattresses for less than 175 companies.
Including big ones like Walmart and Amazon
Online mattress selling has become a new trend in the market which makes the largest US mattress firm retailer named Mattress Firm who has been in business for 33 years. Sales of 107,000 million baht. Bankruptcy announced in 2018
This is an interesting case study
Although the product doesn't seem to fit online sales.
But did you know that when we walk in the mall to buy a mattress, we listen to the sales staff speak differently than we see online reviews. Trying with a real mattress may not affect the decision that we initially thought.
If you can make a point of selling by letting people review the products.
So that there is a trend. Let's talk about it widely.
Maybe we can sell the kind that people don't think they can sell like Casper's bed..
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References
-https://www.cnbc.com/2019/04/05/how-caspers-founders-built-a-billion-dollar-mattress-start-up.html
-https://en.wikipedia.org/wiki/Casper_Sleep
-https://casper.com/
-https://www.statista.com/chart/20729/revenue-and-net-loss-of-casper/
-https://www.cnbc.com/2019/08/18/there-are-now-175-online-mattress-companiesand-you-cant-tell-them-apart.html
-https://en.m.wikipedia.org/wiki/Mattress_FirmTranslated
同時也有2部Youtube影片,追蹤數超過666的網紅Dwayne Foong,也在其Youtube影片中提到,完整片段/Full episode: https://youtu.be/EttkLj_sJwM 在这一个片段,我们讨论关于社会媒体行销。 In this excerpt, we talk about social media platform as a marketing tool. Podc...
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influencer marketing strategy 在 Preston Les 朴顿 Facebook 的最佳貼文
We have more speakers to join us, want to know more about Influencer Marketing? Register now at
https://goo.gl/4bDEXG
About 20 million Malaysians are on the internet, and that is about two-thirds of the population. With people spending more time online, influencers emerged to be creating an effective digital marketing strategy. Statistics reported that 71% of consumers are more likely to make a purchase based on a social media reference. At present, consumers are increasingly looking to social media for practically everything, and they turn to the influencers for advice, tips, and recommendations as real-life experiences are more trustworthy than traditional advertising.
Date: 14th April 2018 (Saturday)
Time: 9am to 1pm
(Registration start at 8am with breakfast)
Venue: Grand Ballroom, St. Regis Kuala Lumpur
Fees: Member: RM 90; non-member: RM 130
influencer marketing strategy 在 大英國辦公室小職員 Facebook 的最佳解答
[電子商務] 2017的10個行銷趨勢
IBM Marketing Cloud發表了今年10個行銷趨勢,大體來說是科技的改變與數據分析將改變行銷方式,也會對行銷越來越重要。也是創造顧客經驗的策略。
請盡量讀原文英文,我的中文翻譯參考用就好,因為很難翻譯,且我的英翻中一向很爛。
Trend #1: Cognitive insights revolutionize how marketers deepen customer connections and fuel strategic growth
觀察分析將會更深化行銷人對顧客連結度跟成長策略
Trend #2: Companies shift from “mobile strategy” to creating an engagement strategy for their customers on mobile
公司轉換政策從手機策略變到發展engagement的策略給使用手機的顧客
Trend #3: Influencer marketing becomes more sophisticated and critical to brands’ social strategy
社群網的影響者Influencer會越來越發展細緻,且對品牌的社群策略越來越重要
Trend #4: Marketing and ad technologies draw closer together to drive efficiency and a better customer experience.
行銷跟廣告科技越來越連結一起,傳遞更有效率且更好的顧客經驗
Trend #5: Customer success and retention strategies leap to the marketing forefront
顧客滿意跟關係維護策略變成在行銷的最前線
Trend #6: Center-brain marketing melds creativity and tech to fuel success in a future driven by machine learning
"Centre-Brain markeing" (這是一個新的專有名詞)結合創意跟科技將會是未來一個重要的成功趨勢
https://www.youtube.com/watch?v=5cOFNYEHZyU
Trend #7: Interactive email shifts the channel’s paradigm and powers new ecommerce opportunities
互動式的emil將提供電子商務的新機會
Trend #8: Understanding the evolution from big data to dynamic data becomes imperative to success
大數據到dynamic數據的轉變將會是勢在必行
Trend #9: Apps continue to escape their icons and change the face of mobile interactions
App繼續失去他們的標記,轉變成手機互動的介面
Trend #10: Leading marketers pursue a holistic view of the customer journey that radically shifts the customer experience
行銷追求整體的customer journey,將會改變顧客經驗
完整白筆書:
http://www.silverpop.com/…/US-I…/2016/2017-marketing-trends/
influencer marketing strategy 在 Dwayne Foong Youtube 的精選貼文
完整片段/Full episode: https://youtu.be/EttkLj_sJwM
在这一个片段,我们讨论关于社会媒体行销。
In this excerpt, we talk about social media platform as a marketing tool.
Podcast #001 拍食物飞的马拉西亚摄影师
今天的来宾 Khing 在今年五月的马拉西亚行动限制令为了打发时间而拍了一系列 ”会飞的食物”,照骗po上脸书了还得到很好的回应。这也引起了各种各样相关牌子以及厂家的注意,最后也在行动管制令下得到了一些收入。
我与来宾探讨一下他的一些想法以及背后的起源。
谢谢Khing无私的分享了这一集的封面。
This is my first time conducting a podcast through Skype, I have actually messed up the screen recording! Therefore there isn't any visuals from the podcast session.
I have got to know Khing from a group of mutual photographer friends. During the Malaysian lockdown or Movement Control Order (MCO), he was posting a series of creative food photography photos in his personal Facebook. He received very positive feedbacks from the community, so much so that brands and manufacturers alike have seek his photography services. At a time where businesses are forced to shutdown and people are refrained from leaving their homes, this is a very positive news indeed.
I sat down with Khing, virtually through Skype, to talk about his intention and strategy around his creative food photography.
A special thanks to Khing for providing the design and template for this episode's thumbnail.
// Follow Me //
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WIRELESS LAVALIER MICROPHONE: https://amzn.to/2R7TB6p
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influencer marketing strategy 在 Dwayne Foong Youtube 的最佳貼文
小弟第一次做podcast,还竟然忘了按录电脑显示屏,献丑了。
今天的来宾 Khing 在今年五月的马拉西亚行动限制令为了打发时间而拍了一系列 ”会飞的食物”,照骗po上脸书了还得到很好的回应。这也引起了各种各样相关牌子以及厂家的注意,最后也在行动管制令下得到了一些收入。
我与来宾探讨一下他的一些想法以及背后的起源。
谢谢Khing无私的分享了这一集的封面。
This is my first time conducting a podcast through Skype, I have actually messed up the screen recording! Therefore there isn't any visuals from the podcast session.
I have got to know Khing from a group of mutual photographer friends. During the Malaysian lockdown or Movement Control Order (MCO), he was posting a series of creative food photography photos in his personal Facebook. He received very positive feedbacks from the community, so much so that brands and manufacturers alike have seek his photography services. At a time where businesses are forced to shutdown and people are refrained from leaving their homes, this is a very positive news indeed.
I sat down with Khing, virtually through Skype, to talk about his intention and strategy around his creative food photography.
A special thanks to Khing for providing the design and template for this episode's thumbnail.
// Follow Me //
INSTAGRAM: https://www.instagram.com/dwaynefoong
FACEBOOK: https://www.facebook.com/dwaynefoong
WEBSITE: http://www.dwaynefoong.com
MAIN CAMERA: https://amzn.to/2EesaCW
SECOND CAMERA: https://amzn.to/2kSduyI
AFFORDABLE SPEEDBOOSTER: https://amzn.to/2VLttSV
SUPER WIDEANGLE ZOOM: https://amzn.to/2TFngW4
STABILISED WALKAROUND ZOOM: https://amzn.to/32WCkms
LAVALIER MICROPHONE: https://amzn.to/2Lx9dMK
WIRELESS LAVALIER MICROPHONE: https://amzn.to/2R7TB6p
SMALL HANDY RECORDER: https://amzn.to/2uMivNM
XLR HANDY RECORDER: https://amzn.to/2Lg1JAe
DIRECTIONAL MICROPHONE: https://amzn.to/2ZFwxSO
SMALL TRAVEL MICROPHONE: https://amzn.to/2JSseN5
VARIABLE ND FILTER: https://amzn.to/2MW4CYi
FLEXIBLE COMPACT TRIPOD: https://amzn.to/2LqYrHs
LIGHTWEIGHT TRAVEL TRIPOD: https://amzn.to/2lGtvs9
4K CAPABLE MEMORY CARD: https://amzn.to/2xONnlB
LED VIDEO LIGHT: https://amzn.to/36NJ4nJ
PARABOLIC SOFTBOX: https://amzn.to/35Nd55M
MAIN DRONE: https://amzn.to/2EeaFm4
DRONE ND/PL FILTER: https://amzn.to/2Iihuac
4K CAPABLE MEMORY CARD: https://amzn.to/2GstUe6
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