Startup 8x Filip Tysander \u0111\u00e3 x\u00e2y d\u1ef1ng \u0111\u01b0\u1ee3c m\u1ed9t \u0111\u1ebf ch\u1ebf Daniel Wellington v\u1edbi doanh thu 220 tri\u1ec7u USD t\u1eeb 15.000 USD v\u1ed1n ban \u0111\u1ea7u, m\u00e0 kh\u00f4ng c\u1ea7n nh\u00e0 \u0111\u1ea7u t\u01b0, c\u00f4ng ngh\u1ec7 xu\u1ea5t ch\u00fang, thi\u1ebft k\u1ebf n\u1ed5i b\u1eadt hay ng\u00e2n s\u00e1ch marketing \u201ckh\u1ee7ng\u201d.<\/span><\/strong><\/p>\n Sau chuy\u1ebfn \u0111i ph\u01b0\u1ee3t t\u1ea1i \u00dac, ch\u00e0ng trai sinh n\u0103m 1985 \u2013 Filip Tysander, kh\u00f4ng th\u1ec3 n\u00e0o qu\u00ean \u0111\u01b0\u1ee3c chi\u1ebfc Rolex h\u00e0ng ng\u00e0n USD \u0111\u01b0\u1ee3c \u0111eo v\u1edbi d\u00e2y v\u1ea3i m\u1ed9t c\u00e1ch c\u1ef1c k\u1ef3 \u0111\u01a1n gi\u1ea3n v\u00e0 tinh t\u1ebf c\u1ee7a v\u1ecb doanh nh\u00e2n ng\u01b0\u1eddi Anh \u2013 Daniel Wellington.<\/p>\n Quy\u1ebft t\u00e2m l\u1eadp nghi\u1ec7p trong ng\u00e0nh \u0111\u1ed3ng h\u1ed3 v\u00e0o n\u0103m 2011 v\u1edbi 15.000 USD, Filip s\u1edbm nh\u1eadn ra 2 b\u00e0i to\u00e1n kh\u00f3: S\u1ef1 c\u1ea1nh tranh gay g\u1eaft c\u1ee7a th\u1ecb tr\u01b0\u1eddng \u0111\u1ed3ng h\u1ed3 n\u00f3i ri\u00eang v\u00e0 th\u1eddi trang n\u00f3i chung, kh\u00f4ng nh\u1eefng ph\u1ea3i t\u00ecm c\u00e1ch \u201cs\u1ed1ng s\u00f3t\u201d v\u1edbi nh\u1eefng g\u00e3 kh\u1ed5ng l\u1ed3, c\u00e1c nh\u00e0 x\u01b0\u1edfng chuy\u00ean sao ch\u00e9p c\u0169ng l\u00e0 m\u1ed9t hi\u1ec3m h\u1ecda kh\u00f4n l\u01b0\u1eddng.<\/p>\n \u0110\u00f3 l\u00e0 ch\u01b0a k\u1ec3 s\u1ed1 v\u1ed1n c\u1ea7n thi\u1ebft cho \u0111\u01a1n h\u00e0ng \u0111\u1ea7u ti\u00ean, v\u00e0 l\u1ea5y \u0111\u00e2u ra ti\u1ec1n \u0111\u1ec3 \u201cchen ch\u00e2n\u201d qu\u1ea3ng c\u00e1o khi c\u00e1c \u0111\u1ed1i th\u1ee7 li\u00ean t\u1ee5c chi h\u01a1n 1,01 t\u1ef7 USD \u0111\u1ec3 ti\u1ebfp c\u1eadn ng\u01b0\u1eddi d\u00f9ng m\u1ed7i n\u0103m.<\/p>\n T\u01b0\u1edfng ch\u1eebng nh\u01b0 \u0111\u00e3 b\u1ecb khu\u1ea5t ph\u1ee5c, nh\u01b0ng ch\u1ec9 sau 4 n\u0103m th\u00e0nh l\u1eadp Daniel Wellington \u0111\u00e3 l\u00e0m c\u1ea3 th\u1ebf gi\u1edbi s\u1eedng s\u1ed1t khi c\u00f4ng b\u1ed1 m\u1ee9c doanh thu 220 tri\u1ec7u USD!<\/p>\n<\/p>\n Kh\u00f4ng nh\u1eefng th\u1ebf, h\u00e3ng \u0111\u1ed3ng h\u1ed3 non tr\u1ebb n\u00e0y c\u00f2n \u0111\u01b0\u1ee3c m\u1ec7nh danh l\u00e0 \u201cdoanh nghi\u1ec7p ph\u00e1t tri\u1ec3n nhanh nh\u1ea5t Ch\u00e2u \u00c2u\u201d v\u1edbi t\u1ef7 l\u1ec7 t\u0103ng tr\u01b0\u1edfng 4700% t\u1eeb n\u0103m 2013 \u0111\u1ebfn n\u0103m 2015.<\/p>\n \u0110\u1eb7c bi\u1ec7t v\u00e0o n\u0103m 2014, t\u1ee9c ch\u1ec9 3 n\u0103m sau khi xu\u1ea5t hi\u1ec7n, Daniel Wellington \u0111\u00e3 b\u00e1n th\u00e0nh c\u00f4ng chi\u1ebfc \u0111\u1ed3ng h\u1ed3 th\u1ee9 1 tri\u1ec7u, c\u1ed9t m\u1ed1c m\u00e0 Rolex ph\u1ea3i t\u1ed1n 111 n\u0103m \u0111\u1ec3 ch\u1ea1m t\u1edbi.<\/p>\n Nh\u01b0ng \u0111i\u1ec3m l\u00e0m cho v\u00f4 s\u1ed1 chuy\u00ean gia t\u00e0i ch\u00ednh b\u1ea5t ng\u1edd l\u00e0 vi\u1ec7c Daniel Wellington v\u1eabn b\u00e1n \u0111\u1eaft nh\u01b0 t\u00f4m t\u01b0\u01a1i d\u00f9 kh\u00f4ng c\u00f3 g\u00ec n\u1ed5i b\u1eadt c\u1ea3 v\u1ec1 thi\u1ebft k\u1ebf l\u1eabn c\u00f4ng ngh\u1ec7, \u0111\u00e1ng n\u00f3i h\u01a1n l\u00e0 t\u1ef7 su\u1ea5t l\u1ee3i nhu\u1eadn \u201ccao ch\u00f3t v\u00f3t\u201d \u2013 g\u1ea7n 50% gi\u00e1 b\u00e1n l\u1ebb, t\u1ee9c b\u00e1n 1 \u2013 l\u1eddi 1.<\/p>\n V\u00e0o n\u0103m 2016, Daniel Wellington c\u00f4ng b\u1ed1 m\u1ee9c l\u1ee3i nhu\u1eadn \u201ckh\u1ee7ng\u201d 148 tri\u1ec7u USD. T\u1ea5t c\u1ea3 s\u1ed1 ti\u1ec1n tr\u00ean n\u1eb1m g\u1ecdn trong t\u00fai nh\u00e0 s\u00e1ng l\u1eadp Filip Tysander v\u00ec nh\u00e3n hi\u1ec7u \u0111\u1ed3ng h\u1ed3 c\u1ee7a anh kh\u00f4ng ph\u1ee5 thu\u1ed9c v\u00e0o b\u1ea5t k\u1ef3 c\u1ed5 \u0111\u00f4ng hay qu\u1ef9 \u0111\u1ea7u t\u01b0 n\u00e0o.<\/p>\n Ch\u00e0ng trai 8x \u0111\u00e3 l\u00e0m \u0111i\u1ec1u \u0111\u00f3 nh\u01b0 th\u1ebf n\u00e0o?<\/p>\n Khi Instagram m\u1edbi ch\u1ec9 l\u00e0 m\u1ed9t n\u01a1i \u201ckhoe\u201d \u1ea3nh \u0111\u1eb9p, Filip \u0111\u00e3 nhanh ch\u00f3ng nh\u1eadn ra ti\u1ec1m n\u0103ng c\u1ee7a m\u1ea1ng x\u00e3 h\u1ed9i n\u00e0y v\u00e0 li\u00ean t\u1ee5c t\u1ea1o m\u1ed1i quan h\u1ec7 v\u1edbi nh\u1eefng t\u00e0i kho\u1ea3n c\u00f3 s\u1ed1 l\u01b0\u1ee3ng ng\u01b0\u1eddi theo d\u00f5i \u0111\u00e1ng k\u1ec3, t\u1eb7ng h\u1ecd m\u1ed9t chi\u1ebfc Daniel Wellington \u0111\u1ec3 \u0111\u1ed5i l\u1ea1i m\u1ed9t b\u00e0i \u0111\u0103ng.<\/p>\n M\u1ee5c \u0111\u00edch \u0111\u1eb1ng sau chi\u1ebfn d\u1ecbch n\u00e0y r\u1ea5t \u0111\u01a1n gi\u1ea3n, thay v\u00ec b\u1ecf ra m\u1ed9t s\u1ed1 ti\u1ec1n kh\u1ed5ng l\u1ed3 \u0111\u1ec3 \u201cthu\u00ea\u201d ng\u01b0\u1eddi n\u1ed5i ti\u1ebfng v\u1edbi h\u00e0ng tri\u1ec7u fan, Daniel Wellington \u0111\u00e3 nh\u1edd s\u1ef1 tr\u1ee3 gi\u00fap c\u1ee7a h\u00e0ng ngh\u00ecn \u201cng\u01b0\u1eddi g\u00e2y \u1ea3nh h\u01b0\u1edfng\u201d nh\u1ecf l\u1ebb (c\u00f3 t\u1eeb 2.000 \u0111\u1ebfn 5.000 fan) \u0111\u1ec3 \u0111\u1ea1t k\u1ebft qu\u1ea3 t\u01b0\u01a1ng t\u1ef1.<\/p>\n V\u1edbi gi\u00e1 th\u00e0nh qu\u1ea3ng c\u00e1o g\u1ea7n nh\u01b0 b\u1eb1ng kh\u00f4ng, nh\u00f3m Influencer \u0111\u00e3 \u201cg\u00f3p gi\u00f3 th\u00e0nh b\u00e3o\u201d v\u00e0 nhanh ch\u00f3ng \u0111em th\u01b0\u01a1ng hi\u1ec7u Daniel Wellington \u0111\u1ebfn h\u00e0ng tri\u1ec7u kh\u00e1ch h\u00e0ng. Nh\u01b0ng quan tr\u1ecdng h\u01a1n h\u1ebft l\u00e0 h\u00ecnh \u1ea3nh nh\u1eefng chi\u1ebfc \u0111\u1ed3ng h\u1ed3 kia xu\u1ea5t hi\u1ec7n c\u1ef1c k\u1ef3 ch\u00e2n th\u1eadt v\u00e0 kh\u00f4ng h\u1ec1 gi\u1ed1ng qu\u1ea3ng c\u00e1o.<\/p>\n Kh\u00f4ng ch\u1ec9 s\u1eed d\u1ee5ng nh\u1eefng ng\u01b0\u1eddi g\u00e2y \u1ea3nh h\u01b0\u1edfng, Daniel Wellington c\u00f2n t\u1eadn d\u1ee5ng h\u00ecnh \u1ea3nh c\u1ee7a ng\u01b0\u1eddi d\u00f9ng t\u1ea1o n\u00ean, \u01b0\u1edbc t\u00ednh 95% b\u00e0i \u0111\u0103ng tr\u00ean t\u00e0i kho\u1ea3n ch\u00ednh c\u1ee7a c\u00f4ng ty l\u00e0 \u0111\u1ebfn t\u1eeb kh\u00e1ch h\u00e0ng.<\/p>\n \u0110\u1ec3 \u201cl\u00f4i k\u00e9o\u201d c\u00f4ng s\u1ee9c c\u1ee7a h\u00e0ng tri\u1ec7u ng\u01b0\u1eddi d\u00f9ng tr\u00ean Instagram v\u00e0o l\u00fac \u0111\u00f3, Daniel Wellington \u0111\u01b0a ra ch\u01b0\u01a1ng tr\u00ecnh \u201cB\u1ee9c \u1ea3nh c\u1ee7a ng\u00e0y\u201d v\u1edbi gi\u1ea3i th\u01b0\u1edfng l\u00e0 m\u1ed9t chi\u1ebfc \u0111\u1ed3ng h\u1ed3 mi\u1ec5n ph\u00ed.<\/p>\n L\u00e0 th\u01b0\u01a1ng hi\u1ec7u \u0111\u1ea7u ti\u00ean s\u1eed d\u1ee5ng Influencer v\u1edbi k\u1ebft qu\u1ea3 v\u01b0\u1ee3t tr\u1ed9i, Daniel Wellington c\u0169ng thi\u1ebft l\u1eadp m\u1ed9t nguy\u00ean t\u1eafc \u201cs\u1ed1ng c\u00f2n\u201d khi s\u1eed d\u1ee5ng ph\u01b0\u01a1ng th\u1ee9c qu\u1ea3ng c\u00e1o m\u1edbi m\u1ebb n\u00e0y: ph\u1ea3i cho ph\u00e9p \u0111\u1ed1i t\u00e1c \u0111\u01b0\u1ee3c t\u1ef1 do s\u00e1ng t\u1ea1o.<\/p>\n Th\u00f4ng qua s\u1ef1 linh ho\u1ea1t n\u00e0y, nh\u1eefng chi\u1ebfc \u0111\u1ed3ng h\u1ed3 \u0111\u01a1n gi\u1ea3n kia b\u1ed7ng ch\u1ed1c tr\u1edf n\u00ean \u201cs\u00e0nh \u0111i\u1ec7u\u201d \u1edf h\u00e0ng tr\u0103m g\u00f3c nh\u00ecn kh\u00e1c nhau, v\u1edbi hashtag #danielwellington \u0111\u01b0\u1ee3c s\u1eed d\u1ee5ng h\u01a1n 1,8 tri\u1ec7u l\u1ea7n, nh\u00e3n hi\u1ec7u non tr\u1ebb b\u1ed7ng ch\u1ed1c tr\u1edf n\u00ean th\u00e2n thu\u1ed9c v\u00e0 h\u1ea5p d\u1eabn h\u01a1n bao gi\u1edd h\u1ebft.<\/p>\n Nh\u01b0ng Marketing th\u00e0nh c\u00f4ng \u0111\u1ebfn m\u1ea5y c\u0169ng th\u00e0nh c\u00f4ng c\u1ed1c n\u1ebfu nh\u01b0 kh\u00f4ng ch\u1ed1t \u0111\u01b0\u1ee3c \u0111\u01a1n h\u00e0ng, \u0111\u00f3 l\u00e0 l\u00fd do trang web c\u1ee7a Daniel Wellington ph\u1ea3i th\u1ef1c thi \u0111\u01b0\u1ee3c 2 nhi\u1ec7m v\u1ee5:<\/p>\n Nh\u00ecn v\u00e0o h\u00ecnh n\u1ec1n tr\u00ean, ch\u00fang ta c\u00f3 th\u1ec3 th\u1ea5y Daniel Wellington \u0111\u00e3 kh\u00f4n kh\u00e9o \u0111\u01b0a s\u1ea3n ph\u1ea9m v\u00e0o ngay ch\u00ednh gi\u1eefa, gi\u00fap kh\u00e1ch h\u00e0ng d\u1ec5 d\u00e0ng nh\u1eadn ra s\u1ea3n ph\u1ea9m m\u00e0 m\u00ecnh s\u1eafp t\u00ecm hi\u1ec3u.<\/span><\/p>\n<\/div>\n K\u1ebft h\u1ee3p v\u1edbi ch\u1eef h\u1ea5p d\u1eabn nh\u1ea5t c\u1ee7a ng\u00e0nh b\u00e1n l\u1ebb \u2013 \u201cfree\u201d, nh\u00e3n hi\u1ec7u n\u00e0y nhanh ch\u00f3ng tr\u1ea5n an kh\u00e1ch h\u00e0ng r\u1eb1ng n\u1ebfu quy\u1ebft \u0111\u1ecbnh sai th\u00ec s\u1ebd kh\u00f4ng m\u1ea5t ti\u1ec1n (mi\u1ec5n ph\u00ed v\u1eadn chuy\u1ec3n & tr\u1ea3 h\u00e0ng).<\/p>\n Sau khi hi\u1ec3u s\u1ea3n ph\u1ea9m v\u00e0 l\u1ee3i \u00edch \u0111i k\u00e8m, khu v\u1ef1c \u201cTop Sellers\u201d ngay l\u1eadp t\u1ee9c xu\u1ea5t hi\u1ec7n \u0111\u1ec3 \u0111em \u0111\u1ebfn cho kh\u00e1ch h\u00e0ng \u201cnh\u1eefng s\u1ef1 l\u1ef1a ch\u1ecdn t\u1ed1t nh\u1ea5t\u201d.<\/p>\n C\u00f3 th\u1ec3 n\u00f3i danh m\u1ee5c \u201cS\u1ea3n ph\u1ea9m b\u00e1n ch\u1ea1y\u201d l\u00e0 m\u1ed9t trong nh\u1eefng khu v\u1ef1c \u0111em l\u1ea1i nhi\u1ec1u doanh thu nh\u1ea5t v\u00ec n\u00f3 kh\u00f4ng ch\u1ec9 tr\u01b0ng b\u00e0y nh\u1eefng s\u1ea3n ph\u1ea9m m\u00e0 kh\u00e1ch h\u00e0ng th\u1ea5y nhi\u1ec1u ngo\u00e0i \u0111\u1eddi, m\u00e0 c\u00f2n gi\u00fap c\u00e1c v\u1ecb th\u01b0\u1ee3ng \u0111\u1ebf an t\u00e2m h\u01a1n v\u00ec c\u00f3 r\u1ea5t nhi\u1ec1u ng\u01b0\u1eddi kh\u00e1c \u0111\u00e3 \u201cth\u1eed nghi\u1ec7m\u201d s\u1ea3n ph\u1ea9m n\u00e0y.<\/p>\n V\u1edbi ph\u00f4ng n\u1ec1n tr\u1eafng, th\u00f4ng tin tinh gi\u1ea3n v\u00e0 n\u00fat \u201cmua ngay\u201d r\u00f5 r\u00e0ng, kh\u00e1ch h\u00e0ng c\u00f3 th\u1ec3 d\u1ec5 d\u00e0ng b\u1ecf s\u1ea3n ph\u1ea9m v\u00e0o gi\u1ecf h\u00e0ng v\u1edbi m\u1ed9t c\u00fa nh\u1ea5p chu\u1ed9t.<\/p>\n \u0110\u1ed1i v\u1edbi kh\u00e1ch h\u00e0ng v\u1eabn ch\u01b0a b\u1ecb thuy\u1ebft ph\u1ee5c, Daniel Wellington \u0111\u00e3 \u201c\u0111\u00f3n l\u00f5ng\u201d ngay \u1edf d\u01b0\u1edbi b\u1eb1ng v\u0169 kh\u00ed hi\u1ec7u qu\u1ea3 nh\u1ea5t c\u1ee7a m\u00ecnh: nh\u1eefng b\u1ee9c \u1ea3nh Instagram.<\/p>\n Nh\u1eefng b\u1ee9c \u1ea3nh \u0111\u01b0\u1ee3c l\u1ef1a ch\u1ecdn k\u1ef9 c\u00e0ng \u0111\u1ec3 \u0111em l\u1ea1i to\u00e0n b\u1ed9 g\u00f3c nh\u00ecn \u0111\u1eb9p nh\u1ea5t c\u1ee7a Daniel Wellington trong cu\u1ed9c s\u1ed1ng h\u1eb1ng ng\u00e0y.<\/p>\n Kh\u00f4ng ch\u1ec9 truy\u1ec1n t\u1ea3i h\u00ecnh \u1ea3nh, ch\u1ec9 c\u1ea7n nh\u1ea5p v\u00e0o b\u1ed1i c\u1ea3nh m\u00e0 b\u1ea1n th\u00edch, ngay l\u1eadp t\u1ee9c s\u1ea3n ph\u1ea9m trong h\u00ecnh s\u1ebd xu\u1ea5t hi\u1ec7n v\u1edbi n\u00fat mua nhanh quen thu\u1ed9c.<\/p>\n Kh\u00e1ch h\u00e0ng d\u1ec5 d\u00e0ng h\u00ecnh dung \u0111\u01b0\u1ee3c nh\u1eefng kho\u1ea3nh kh\u1eafc tuy\u1ec7t \u0111\u1eb9p m\u00e0 m\u00ecnh s\u1ebd c\u00f3 \u0111\u01b0\u1ee3c n\u1ebfu s\u1edf h\u1eefu chi\u1ebfc \u0111\u1ed3ng h\u1ed3 Daniel Wellington.<\/p>\n Cu\u1ed1i c\u00f9ng nh\u01b0ng kh\u00f4ng k\u00e9m ph\u1ea7n quan tr\u1ecdng l\u00e0 trang thanh to\u00e1n.<\/p>\n V\u1edbi thi\u1ebft k\u1ebf t\u1ed1i gi\u1ea3n, th\u00f4ng tin h\u00e0ng v\u00e0 gi\u00e1 b\u00e1n \u0111\u01b0\u1ee3c thu nh\u1ecf l\u1ea1i \u0111\u1ec3 ph\u1ea7n n\u00e0o \u201cgi\u1ea3m nh\u1eb9\u201d s\u1ed1 ti\u1ec1n m\u00e0 kh\u00e1ch h\u00e0ng ph\u1ea3i b\u1ecf ra. T\u1ea5t c\u1ea3 nh\u1eefng g\u00ec c\u00e1c v\u1ecb th\u01b0\u1ee3ng \u0111\u1ebf c\u1ea7n l\u00e0m l\u00e0 nh\u1eadp th\u00f4ng tin c\u1ea7n thi\u1ebft \u0111\u1ec3 \u201cch\u1ed1t\u201d \u0111\u01a1n h\u00e0ng, c\u1ef1c k\u1ef3 nhanh ch\u00f3ng v\u00e0 \u0111\u01a1n gi\u1ea3n.<\/p>\n V\u1edbi chi\u1ebfn l\u01b0\u1ee3c \u201cmarketing 0 \u0111\u1ed3ng\u201d v\u00e0 trang web b\u00e1n h\u00e0ng c\u1ef1c k\u1ef3 thu h\u00fat, ch\u1ec9 trong v\u00f2ng 4 n\u0103m th\u00e0nh l\u1eadp, Daniel Wellington \u0111\u00e3 xu\u1ea5t hi\u1ec7n t\u1ea1i h\u01a1n 144 qu\u1ed1c gia v\u00e0 v\u00f9ng l\u00e3nh th\u1ed5, li\u00ean t\u1ee5c l\u1eadp k\u1ef7 l\u1ee5c doanh thu h\u01a1n 200 tri\u1ec7u USD v\u00e0 m\u1edf ra m\u1ed9t k\u1ef7 nguy\u00ean qu\u1ea3ng c\u00e1o b\u1eb1ng nh\u1eefng ng\u01b0\u1eddi \u1ea3nh h\u01b0\u1edfng.<\/p>\n Thanh Sang | Theo Tri Th\u1ee9c Tr\u1ebb<\/strong><\/p>\nTh\u1ecb tr\u01b0\u1eddng \u0111\u1ed3ng h\u1ed3 \u0111\u1ea7y ch\u00f4ng gai<\/strong><\/h2>\n
S\u1ee9c m\u1ea1nh c\u1ee7a Influencer \u2013 nh\u1eefng ng\u01b0\u1eddi g\u00e2y \u1ea3nh h\u01b0\u1edfng<\/strong><\/h2>\n
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