立即打开
APP下载
财富Plus APP
销售额环比暴增52倍,这家卫生纸企业如何应对需求激增

销售额环比暴增52倍,这家卫生纸企业如何应对需求激增

Rachel King 2020年06月01日
一家卫生纸品牌表示,其3月在亚马逊的销售额环比增长了5210%

美国卫生纸抢购成风,通常摆满货架的各种传统品牌卫生纸现在往往是踪迹难觅,消费者也只好选购其他替代产品。

如果有初创企业想要颠覆卫生纸行业,那么现在无疑正是最佳时机。

No.2是一个散发着浓郁Ins风的竹浆卫生纸品牌,该公司表示,其3月在亚马逊的销售额(与2月份相比)环比增长了5210%,而在其直接面向消费者并且提供订购服务的自家网站上,3月的销售额相较2月增长了3239%。No.2位于洛杉矶,该公司的发言人说:“现在的情况很糟糕,但也出现了一些有意思的变化,比如那些原本不敢尝试生态友好产品的消费者现在转而开始认同此类产品。”

近期,《财富》杂志采访了萨梅拉·法尔,询问了疫情对其工作和未来看法的影响,并了解了她在面对疫情时如何管理自身情绪和财务状况。

萨梅拉·法尔是竹浆卫生纸品牌No.2的创始人。她告诉《财富》杂志:“我们希望(在疫情肆虐的时期)能有一线转机,让消费者转而支持更具可持续性的卫生纸品牌。”图片来源:Courtesy of No.2

为简明起见,以下采访内容有所删改。

《财富》:简单介绍下你自己的背景吧。一般而言,卫生纸行业可能不太会是创业的首选,但这个行业显然具备长期潜力。是什么促使你创立了No.2,又怎么形成了No.2如此独特的风格和美感?

法尔:我想你可以说我本质上就是一个永远在追求改善用户体验的企业家。在创办这家卫生纸企业之前,我还创立过一家高端连锁美甲沙龙Bellacures,开了很多家门店。2017年时,我把这家公司卖掉了。

离开Bellacures之后,我休息了一段时间。2018年,我开始寻找下一个自己想要改进的项目和产品。当时我有很多想法,也做了一些调研。后来,我发现卫生纸行业真的是陈旧不堪,而且主要的卫生纸品牌都只重视产品的柔软度,对于其他一些重要因素,比如说可靠性、无添加剂、包装不使用塑料等则是一种完全忽视的状态。因为知道可以用自己对创意印刷的热爱、对品牌建设的痴迷以及对优质产品的追求来赋予平凡的产品以新生,我当时感到非常激动。

简单地说,在投身卫生纸行业之后,我很快发现生产卫生纸要消耗很多木材。全球的卫生纸生产正在毁掉地球上的森林。随着研究的不断深入,相关数字和统计数据带给我的冲击也越来越大,我也越发被这样一个事实所吸引:改变卫生纸的材质虽然不是什么大事,但却能给环境保护带来深远影响。也就是在这一时刻,我决心将No.2打造成为具有可持续性的解决方案。

现在,我的使命就是改变人们对卫生纸的看法,包括卫生纸的购买方式以及卫生纸在质量和可持续性方面能带来怎样的体验。

为了创办这家公司,你都做了些什么?

我喜欢先做一个路线图或者商业计划,以此来指导自己制定一个庞杂的待办事项清单,然后我会招揽人才,帮我一起把No.2从理想变为现实。

No.2是一个散发着浓郁Ins风的竹浆卫生纸品牌。图片来源:Courtesy of No.2

你什么时候意识到新冠疫情可能会影响公司?对百货商店出现的恐慌性购买和抢购(尤其是卫生纸),你有什么看法?

我记得在疫情刚爆发时就听说有人囤积卫生纸、百货商店被抢购一空的消息,当时觉得有点匪夷所思。一开始我也没有太当回事,直到3月8日开始收到大量订单。3月12日,订单量暴涨,我意识到要和大家一起制定应对计划了。第二天,我发现公司的存货很可能在当周就会卖空。紧接着,3月14日,我们在亚马逊上的商品售罄, 3月19日我们自家网站上也无货可卖了。

到现在,我们也没有想明白为什么恐慌购物要抢卫生纸。随着商店货架被抢购一空,人们也开始寻找替代产品,这种情况为消费者教育提供了最好的契机。现在,除了传统的木浆卫生纸,许多人也知道了还有用再生纸和竹浆生产的卫生纸。我们希望这件事能成为一个转机,让人们转而支持更具可持续性的卫生纸品牌。

美国爆发疫情以来,需求端的情况如何?

与疫情爆发前的几个月相比,我们网站的销售额暴涨了3239%,亚马逊销售额的增长幅度更是达到了惊人的5210%。

当订单开始大量涌入时,我们做的第一件事就是留够库存,以满足订购客户的需求。和大多数同行相比,我们的库存更为充足,现货销售的时间也更久,但最后还是卖光了,之后我们也开始接受预定。5月4日我们恢复了库存,并于5月18日开始在亚马逊补货。我们已经把产量提高到了正常时期的15倍之多。

考虑到我们还会在“社交疏离”的状态下生活一段时间,未来几个月(甚至几年)可能都无法恢复至以前的购物状态,你觉得消费者的购物习惯和偏好会发生变化么?

我觉得现在这种便捷的快递服务还是很受人们欢迎的,尤其是在购置大件物品时,不然你还得把这些东西从店里搬到车上,再从车上搬回家里。那么享受过快递服务的人是不是都回不去以前那种购物状态了呢?答案可能也不是。但我觉得现在毕竟很大程度上还是在疫情之中,直到疫情彻底结束之前我们都无法知道“新常态”会是怎样一番景象。

新冠疫情对你个人有什么影响,你过得怎样?

这件事可以算是我们经历过的最具历史性的事件了。疫情让我们的生活笼罩在黑暗和混乱之中,也改变了我们的生活方式。所有人都深受影响,只是方式可能各有不同。对我个人来说,从一开始,我就决定要坚强面对,在做好各项准备的同时保持好奇心、创造力和对未来的希望。这也是我克服困难的秘诀所在。(188金宝搏 下载)

译者:Feb

美国卫生纸抢购成风,通常摆满货架的各种传统品牌卫生纸现在往往是踪迹难觅,消费者也只好选购其他替代产品。

如果有初创企业想要颠覆卫生纸行业,那么现在无疑正是最佳时机。

No.2是一个散发着浓郁Ins风的竹浆卫生纸品牌,该公司表示,其3月在亚马逊的销售额(与2月份相比)环比增长了5210%,而在其直接面向消费者并且提供订购服务的自家网站上,3月的销售额相较2月增长了3239%。No.2位于洛杉矶,该公司的发言人说:“现在的情况很糟糕,但也出现了一些有意思的变化,比如那些原本不敢尝试生态友好产品的消费者现在转而开始认同此类产品。”

近期,《财富》杂志采访了萨梅拉·法尔,询问了疫情对其工作和未来看法的影响,并了解了她在面对疫情时如何管理自身情绪和财务状况。

为简明起见,以下采访内容有所删改。

《财富》:简单介绍下你自己的背景吧。一般而言,卫生纸行业可能不太会是创业的首选,但这个行业显然具备长期潜力。是什么促使你创立了No.2,又怎么形成了No.2如此独特的风格和美感?

法尔:我想你可以说我本质上就是一个永远在追求改善用户体验的企业家。在创办这家卫生纸企业之前,我还创立过一家高端连锁美甲沙龙Bellacures,开了很多家门店。2017年时,我把这家公司卖掉了。

离开Bellacures之后,我休息了一段时间。2018年,我开始寻找下一个自己想要改进的项目和产品。当时我有很多想法,也做了一些调研。后来,我发现卫生纸行业真的是陈旧不堪,而且主要的卫生纸品牌都只重视产品的柔软度,对于其他一些重要因素,比如说可靠性、无添加剂、包装不使用塑料等则是一种完全忽视的状态。因为知道可以用自己对创意印刷的热爱、对品牌建设的痴迷以及对优质产品的追求来赋予平凡的产品以新生,我当时感到非常激动。

简单地说,在投身卫生纸行业之后,我很快发现生产卫生纸要消耗很多木材。全球的卫生纸生产正在毁掉地球上的森林。随着研究的不断深入,相关数字和统计数据带给我的冲击也越来越大,我也越发被这样一个事实所吸引:改变卫生纸的材质虽然不是什么大事,但却能给环境保护带来深远影响。也就是在这一时刻,我决心将No.2打造成为具有可持续性的解决方案。

现在,我的使命就是改变人们对卫生纸的看法,包括卫生纸的购买方式以及卫生纸在质量和可持续性方面能带来怎样的体验。

为了创办这家公司,你都做了些什么?

我喜欢先做一个路线图或者商业计划,以此来指导自己制定一个庞杂的待办事项清单,然后我会招揽人才,帮我一起把No.2从理想变为现实。

No.2是一个散发着浓郁Ins风的竹浆卫生纸品牌。

你什么时候意识到新冠疫情可能会影响公司?对百货商店出现的恐慌性购买和抢购(尤其是卫生纸),你有什么看法?

我记得在疫情刚爆发时就听说有人囤积卫生纸、百货商店被抢购一空的消息,当时觉得有点匪夷所思。一开始我也没有太当回事,直到3月8日开始收到大量订单。3月12日,订单量暴涨,我意识到要和大家一起制定应对计划了。第二天,我发现公司的存货很可能在当周就会卖空。紧接着,3月14日,我们在亚马逊上的商品售罄, 3月19日我们自家网站上也无货可卖了。

到现在,我们也没有想明白为什么恐慌购物要抢卫生纸。随着商店货架被抢购一空,人们也开始寻找替代产品,这种情况为消费者教育提供了最好的契机。现在,除了传统的木浆卫生纸,许多人也知道了还有用再生纸和竹浆生产的卫生纸。我们希望这件事能成为一个转机,让人们转而支持更具可持续性的卫生纸品牌。

美国爆发疫情以来,需求端的情况如何?

与疫情爆发前的几个月相比,我们网站的销售额暴涨了3239%,亚马逊销售额的增长幅度更是达到了惊人的5210%。

当订单开始大量涌入时,我们做的第一件事就是留够库存,以满足订购客户的需求。和大多数同行相比,我们的库存更为充足,现货销售的时间也更久,但最后还是卖光了,之后我们也开始接受预定。5月4日我们恢复了库存,并于5月18日开始在亚马逊补货。我们已经把产量提高到了正常时期的15倍之多。

考虑到我们还会在“社交疏离”的状态下生活一段时间,未来几个月(甚至几年)可能都无法恢复至以前的购物状态,你觉得消费者的购物习惯和偏好会发生变化么?

我觉得现在这种便捷的快递服务还是很受人们欢迎的,尤其是在购置大件物品时,不然你还得把这些东西从店里搬到车上,再从车上搬回家里。那么享受过快递服务的人是不是都回不去以前那种购物状态了呢?答案可能也不是。但我觉得现在毕竟很大程度上还是在疫情之中,直到疫情彻底结束之前我们都无法知道“新常态”会是怎样一番景象。

新冠疫情对你个人有什么影响,你过得怎样?

这件事可以算是我们经历过的最具历史性的事件了。疫情让我们的生活笼罩在黑暗和混乱之中,也改变了我们的生活方式。所有人都深受影响,只是方式可能各有不同。对我个人来说,从一开始,我就决定要坚强面对,在做好各项准备的同时保持好奇心、创造力和对未来的希望。这也是我克服困难的秘诀所在。(188金宝搏 下载)

译者:Feb

As we all know, there has been a massive rush to get toilet paper in light of the outbreak of COVID-19. The shelves once lined back-to-back with traditional brands are consistently empty in some grocery stores, leaving consumers to turn to alternative options.

If there was ever a time for a startup looking to disrupt the toilet paper business, this would be it.

No.2, a bamboo toilet paper brand that looks tailor-made for Instagram, says it saw a 5,210% month-over-month surge in sales on Amazon for the month of March (compared with February 2020), and sales through the company’s own site—which provides direct-to-consumer and subscription services—rose 3,239% over the same stretch. “The situation is awful, but the interesting twist is that we are seeing consumers once afraid to take the plunge into this eco-friendly world becoming converts,” says a spokesperson for the Los Angeles–based brand.

Fortune spoke with founder Samira Far for a new series, The Coronavirus Economy, to ask about how the outbreak has affected her business and her thoughts on the future, and to get a sense of how she has been handling this news, both emotionally and financially.

The following interview has been lightly edited and condensed for clarity.

Fortune: Tell me a bit about your background. Toilet paper isn’t the most obvious choice for a starting a new business, but it certainly has long-term potential. What inspired the launch of No.2, especially its particular stylized aesthetic?

Far:I guess you could say I am an entrepreneur to my core with an insatiable need to look for experiential improvements. Prior to my toilet paper venture, I founded Bellacures, a high-end nail salon franchise with several locations. I sold the company in 2017.

I took a little break following the exit of Bellacures. In 2018, I was looking for my next project and product to improve on. I had a list of thoughts and theories floating around in my head and started to do some research. In my research I decided the toilet paper industry is not only dated and dusty, literally, but also major brands were only competing on softness factors—not other important points like reliability, additive-free options, plastic-free packaging, etc. I got really excited to bring a typically mundane product to life in a new way using my love for creative prints, obsession for good branding and quality products as inspiration.

After immersing myself in the world of toilet paper, I quickly learned, to put it simply, that toilet paper consumes a lot of trees. Global toilet paper production is devastating forests. The more I researched, the more the numbers and statistics shocked me, and I became fascinated by the fact that one small decision like what we wipe with can have such a huge environmental impact. It was at that moment I knew No.2 also had to also be a sustainable solution.

Now, I am on a mission to change the way people think about toilet paper—how you buy it, and what you can expect in terms of both quality and sustainability.

What did it take to launch the business?

I like to always start with a road map/business plan that I use to help guide a giant to-do list for myself, and then I gathered talented people around me to bring the vision for No.2 to life.

When did you realize the pandemic might affect your company? What did you make of all the panic buying and rush on grocery stores—especially for toilet paper?

In the very early days of this pandemic I remember hearing about people hoarding toilet paper and grocery stores being wiped and thinking it was bizarre. I didn’t think much of it until we started getting an influx of orders around March 8. By March 12, I saw a huge spike and knew we had to start getting a plan together. The next day I realized it was likely we could sell out that week. We sold out on Amazon on March 14 and on our site on the 19th.

We still don’t know why the panic buying included hoarding toilet paper. Yet, with shelves in stores being empty, people went looking for alternative options, and this situation became a great educator. Many have become aware of other options for toilet paper: tree-made versus recycled paper versus bamboo. Our hope is that there is a silver lining: a shift to more sustainable toilet paper brands.

What has demand been like in the weeks since the pandemic took hold in the United States?

Our website sales skyrocketed 3,239% and Amazon sales soared to 5,210% compared with previous months.

When we started seeing a flood of new orders come in, the first thing we did was make sure we put aside enough inventory to service our existing subscription customers. We had enough inventory to stay in stock longer than most, but eventually sold out and started taking preorders. We were back in stock on May 4 and restocked on Amazon on May 18. We went into production at 15 times the volume we normally produce.

Given that we’re going to be living a socially distanced life for some time, and that how we shop at grocery stores will remain altered for months (or possibly years) to come, do you expect consumer purchasing habits and preferences to shift?

I think people enjoy the ease of a delivery service, especially for bulk items that you have to carry from the store to the car and from the car to the house. Will 100% of the people getting deliveries stick to deliveries? Probably not. Yet, I think we’re still very much in this pandemic, and we don’t know what the new normal will be until we’re on the other side.

On a personal note, how have you been faring amid all this?

This is a huge historical event we’re living through. It’s dark, chaotic, and life-changing. I do not know a single person unaffected by this situation, everyone in their own unique ways. I made a decision in the beginning to stay focused on being strong and prepared while remaining curious, creative, and hopeful. It has helped me get through the hurdles.

最新:
扫码打开财富Plus App