Valuation: 2 billion! Internet celebrity brand Allbirds will go public

When it comes to DTC brands (i.e. selling products directly to consumers), the first thing that comes to mind should be SHEIN, which has been very popular overseas recently, and domestic brands such as Perfect Diary, but there is not much attention paid to foreign DTC brands. In fact, there are many things that domestic sellers can learn from foreign DTC brands such as Warby Parker, Brandless (the American version of MUJI), TomboyX (unisex underwear brand), Allbirds (innovative footwear brand) in terms of product concepts and value output, which is conducive to sellers to better form distinctive brands and help brands go overseas.

Recently, there is news that the innovative American shoe brand Allbirds is going to go public. The shoes sold by this brand are called " the most comfortable and easy-to-wear shoes " . Regardless of how familiar consumers are with the brand, the slogan "the most comfortable and easy-to-wear" first arouses curiosity and attracts consumers' attention.

The reason why Allbirds' shoes are comfortable and easy to wear is that they have abandoned traditional raw materials and found a sustainable resource through exploration. They use New Zealand Merino wool, South African eucalyptus, and Brazilian sugarcane as material sources, highlighting the low-carbon, renewable environmental protection concept.

In addition, Allbirds also uses recyclable packaging on its shoe boxes . It uses 90% recycled cardboard to design the packaging box, which integrates shoe boxes, shopping bags and mail bags into one, extending the environmental protection concept from the product itself to the product packaging .

As soon as Allbirds' environmental protection concept was launched, its products were favored by consumers. At the same time, Allbirds minimized the design interference of shoes and further strengthened the concept of "comfort". With the continuous innovation and optimization of products, Allbirds' repurchase rate reached 53%, and the consumer stickiness index is also growing.

In terms of price, like many DTC brands, Allbirds is more affordable because it is directly oriented to consumers. The price of adult shoes is $95, and the price of children's shoes is $55. The dual advantages of price and innovation have made Allbirds gradually stand out among American DTC brands.

Allbirds was founded by Tim Brown, a former New Zealand national football team player, and Joey Zwillinger, a renewable energy expert. Since the founding of the company, they have been committed to finding sustainable materials rather than pursuing the previous fashion and complex design concepts. They said they wanted to create better products in a better way.

In addition, Allbirds has also entered the Chinese market and has stores in Shanghai, Beijing and other places. Although it is not the first footwear brand to enter China, as a rising star, its sales performance has increased rapidly. If Allbirds is successfully listed, it will become one of the few independently listed DTC brands abroad.

This also tells sellers that when they are building DTC brands, they should pay special attention to developing distinctive products and not blindly follow others. They should be innovative and have breakthroughs in product concepts, otherwise they will eventually be overtaken or even eliminated in the homogenized market if they are not careful .

Allbirds

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