A Case Study of Enterprise WeChat Marketing

Without adequate analysis and research, dealing with things is prone to abnormal weight. Then the following is the relevant content of the case study of enterprise WeChat marketing that I have compiled, hoping to help you.

A case study of enterprise wechat marketing;

800 yuan, a female WeChat merchant, started the business of selling Ejiao with a monthly income of over 10,000 yuan.

From starting a business with 800 yuan to signing a contract worth 800 thousand; From an ordinary person? Wechat business? , to the general agent in Heilongjiang Province? Li Dandan has embarked on a pioneering road from small to large. Although the road is difficult and full of hardships, she said that the life of starting a business is wonderful. Will she embark on the road of starting a business? A road leads to black? .

Speaking of the entrepreneurial story, Li Dandan, 38, said that it originated from an accident.

One day at the end of last year 10, the company organized employees to donate blood, and Li Dandan was among them. ? This is Ejiao. It's good for enriching blood. ? After my friend learned about it, she made a special trip to send her a big bag of ready-to-eat Ejiao cake. The next day, she took the Ejiao cake to the unit and distributed it to colleagues who donated blood together. After eating it, everyone thought the effect was good, so let her buy some bags for me.

At this time, the idea of starting a business appeared in Li Dandan's mind. She usually pays great attention to maintenance and thinks: Since it is a good thing, it should be shared with more people. The lack of such high-quality and high-priced health supplements in Northeast China is also a business opportunity. ?

Everything is difficult at the beginning, and Li Dandan is no exception. ? Selling nourishing food, if the quality is not up to standard, good things will turn into bad things. I must find the manufacturer to ensure that the supply and quality pass the standard, and then I can do it with confidence. ? After making up her mind, Li Dandan took pains to call the after-sales staff and sales manager of the manufacturer, and finally let the other party feel her sincerity and be willing to provide the goods.

? Why do you have to find us? The sales manager once asked. ? In order to let more friends eat good things at ease. ? She answered.

With the rapid popularization of WeChat, Li Dandan has become? Wechat business? Members of the army. Because of the agent Ejiao, I also specially took a WeChat name.

Li Dandan sells donkey-hide gelatin for nourishing. She should constantly learn the professional knowledge and sales skills of products, collect customer feedback, deal with WeChat group relations, train agents and plan activities? It is common to work until late at night without touching the ground every day.

Li Dandan also knows to be a successful person? Wechat business? Honesty is the most important. One day at the end of last year, a customer called to order two bags of pornographic films (/), and Li Dandan and his lover drove on the road. It was snowing lightly, and they drove carefully. It took them more than an hour to get to Dongfeng New Village from Honggang, deliver the products to the customers, and then return to Honggang at 10 in the evening. ? If you promise to deliver the goods, you must keep your promise. ?

? The hardest part is the bottleneck period. ? At the beginning of June last year 1 1, Li Dandan felt that the product could no longer be sold, and her family advised her to give up at this time. But she thinks that starting a business is a meaningful thing. There is a market for health tonic, so you can't just quit. At this time, after many times of communication with the factory, she was recognized, got the first-class source of goods and municipal agency rights, and began to recruit agents to provide sources for more WeChat businesses, thus overcoming the bottleneck period. In May and June this year, at the invitation of the factory, Li Dandan visited the factory in Dong 'e, Shandong twice, and finally got the general agent authorization of a brand of Ejiao products worth 800,000 yuan in Heilongjiang.

Just do it, okay? Wechat business? In just half a year, Li Dandan's business has developed very well. There are not only exclusive sources of goods, but also more than 30 first-class agents directly supply them. In recent months, * * * has sold more than 4 tons of products worth hundreds of thousands of yuan, achieving a monthly income of over 10,000 yuan. Today, she is not satisfied with WeChat sales, and is committed to promoting products to pharmacies, shopping malls, supermarkets and other places. Land, sea and air? All-round sales.

Speaking of starting a business, Li Dandan has his own ideas: actually, starting a business is not difficult, and there are only two things: honesty+persistence. ? She suggested doing it? Wechat business? Dear friends, what is more important to choose a good long-term brand? Be a man before doing business? .

Case study on enterprise WeChat marketing II;

Does WeChat business have a future? Before seeing a clear business model, WeChat business had to take it one step at a time. As for those? Monthly income of over 10,000? 、? How much do you earn a day? How long can our business last? With the coming of social distribution, what are the major platforms? Thousands of businessmen have fought hundreds of wars? , the industry will face a new round of reshuffle, change is coming, meet the challenge.

Yesterday, someone invested in a company called? Big v shop? The WeChat e-commerce project has caused quite a stir in the industry. Yu is a star entrepreneur, with too many auras and investment in full swing? V shop? (In fact, it is a micro store), which completely ignited the dream of WeChat business personnel. Even the big brothers are so optimistic about the WeChat business. What reason do ordinary businesses have to look down upon?

Wechat business has become a controversial word today. People who like him think that they will be equally divided with Taobao on the pc side in the future; People who hate him will think that WeChat business will die, which violates the natural nature of WeChat social interaction. It is only a matter of time before Tencent takes the initiative to attack. Whether it is optimistic or not, the author thinks it is too early to draw a conclusion. Since the bosses have seen the business opportunities of WeChat marketing, it means that WeChat business will be popular for at least a certain period of time.

Why invest? Big v shop?

? Big v shop? Positioning is convenient for mothers and media people to open stores. Why lock the crowd in the mother and the media? Through analysis and judgment, I think there are three reasons.

First, the fragmentation time for the mobile terminal. The first attribute of the mobile Internet is mobility and fragmentation. For WeChat business, how to capture the fragmentation time of users will be the key to product sales. Anyone who has operated WeChat WeChat official account knows that it is easier to achieve the desired effect by pushing messages in a certain period of time [reprint:/]. Different from rushing to the node time, big V shop? People behind the scenes, mothers and self-media groups have more free time to do this.

The second is to solve the credit problem of WeChat business. Since it's called? Big v shop? Then first of all, it must enjoy a high reputation in a certain industry or field, and secondly, it has its own users and fans. Like Weibo V, appeal and influence become the key factors to decide whether users will buy it. Because they were keenly aware of this, they solved the doubts of fans and users about the product with the credibility of big V. This is also the best way for WeChat to realize from the media.

Third, endorse the brand with personality. Now that the credit problem has been solved, the next step should be to accumulate brands. Although WeChat is not a marketing tool, it is a good CRM customer relationship management. Since the media platform itself is a process of gradually accumulating fans, the only way to realize it is to turn these loyal fans into potential customers. What does it matter? Big v shop? The purpose is consistent with mine. Coupled with personalized product endorsement, brand effect and word-of-mouth effect can be done soon.

Two Major Problems Faced by Big V Store

Although? Big v? Its influence and credibility have solved many problems, but there are still two major problems to be solved urgently:

One is? V shop? Where does the traffic come from? Some people say, do you still need to worry about traffic when opening a big V store? Most friends who have done WeChat business know that no matter how influential people are, they also hope that different newcomers will pay attention to themselves and buy their own products every day. Wechat is different from Weibo. Not everyone has the influence of Han Han and Kai-fu Lee, and not everyone has the professionalism of Luo Zhenyu and Ghost Feet. Nine times out of ten, you are familiar with the people in WeChat business. For many people, what can only be called? Buyer? 、? Daren? Generally speaking, it is necessary to continuously transport traffic for them. Otherwise,? V shop? Can only be an empty shell.

The second is how to effectively manage users. The management of fans and users is not an easy task. Big v shop? In fact, it is basically to use popularity and influence to do user precipitation. This kind of precipitation is very fragile, and it is difficult to keep these fans without the drive of interests and fun things [reprint:/]. It's not the same as paying attention to WeChat official account. You can learn from big V and share dry goods. And then what? V shop? It is purely a trading platform, and many mothers and media people simply don't know what to sell. In WeChat official account, big V can also be achieved through self-media recruitment, but in? V shop? It's hard to do this in the world.

Although everyone is arguing about WeChat business, they all think that WeChat business will be the general trend. However, the foggy WeChat business is still confusing, with pocket shopping financing of 350 million US dollars, and the shopping entrance in JD.COM has made people stop and wait. The unknown of all this makes countless businesses disappointed and full of hope, so people can't help but ask:

Where is the future of WeChat business?

This question is not only asked by merchants, but also by WeChat developers. Nobody knows where the answer is. I don't know if the micro-chamber of commerce will usher in spring, but there are two issues that WeChat merchants must be clear about.

What is WeChat business? There is no official definition of the rise of the word WeChat business. Relying on Weibo, WeChat and other media, personal sales activities that can realize online payment without geographical restrictions are collectively called WeChat business. In other words, the WeChat business is a friend of selling groceries who sells clothes, bags and shoes on Weibo WeChat. Every time we talk about this, everyone can describe it as horrible and full of slots. Take the circle of friends as an example. In the past, friends sold goods you didn't need all day in the circle of friends. It really affected my mood for a long time because of my bad face. In particular, friends also come to sell and let you support the business, which makes our situation extremely embarrassing. So when it comes to WeChat business, there is no shortage of friends. Then the question is coming. Does the WeChat business really have a future?

In fact, as a new traffic red mouth, the rise of WeChat business also makes sense. Faced with so many users, it is possible for WeChat business to prosper as long as it is used reasonably. It's only at this time that the problem comes. Facing your circle of friends, facing your concern groups, how to do it, what is the key point when doing it, I think we really need to think about it. After all, there are many resources available for WeChat business.

Wechat business should be good at using circle effect to lock potential customers. Judging from the most common WeChat business dilemma, the failure of WeChat business often lies in choosing the right platform but the wrong object. Wechat and QQ do have huge traffic resources, but they are not the same as customer resources. After all, the people who need to buy goods and your friends can't completely coincide. How to correctly screen your own customer base is the premise of the development of WeChat business. In other words, we need to find customers who need our products, which requires circle effect. So what is the circle effect? For example, two people who love acne on their faces are more likely to have the same topic and buy related acne products together. On the other hand, if we want to promote the marketing of acne products, we should give priority to groups in need, and the characteristics of this group are exactly the characteristics of the customers we need. In order to avoid the embarrassment of casting pearls before swine, using circle effect to lock potential customers may have different effects.

Wechat merchants should skillfully use interpersonal relationships to carry out secondary marketing promotion. On the other hand, the advantage of WeChat business is that there is often a relationship between WeChat business and customers other than transactions, which is why everyone has a headache about how to refuse the promotion of WeChat business. In short, because of this relationship, people are more inclined to buy products sold in WeChat business. However, we should be wary that it is not only moral support but also deep trust that contributed to this transaction. Imagine, if the quality of your product is poor and the price is higher than that of the same kind, where will the second transaction start? Buying and selling with a hammer can naturally bring short-term profits, but it is not a long-term solution. Such a WeChat business cannot escape the fate of being blacked out. Therefore, interpersonal relationship is a resource for the development of WeChat business, but it needs careful management and maintenance by WeChat business personnel. Only in this way can we generate more loyal customers.

Wechat business should rely on other media to form a fan effect. Since the WeChat business depends on the media, the media can provide more resources for the WeChat business in turn. The most obvious example is the online marketing of peripheral products by well-known bloggers. It is wise for media creators to use their accumulated fan resources to skillfully turn them into customer resources and carry out product marketing within the relevant scope. For example, the slimming essential oil promoted by the slimming group is often more convincing than other methods, and the products praised by fellow villagers are usually more trustworthy. Korean hot mom Duoyan Zheng has launched a series of aerobics videos for sale because of her profound knowledge. This is another big advantage that WeChat business can take advantage of from the media platform: the purchasing power of fans.

In what form does Wechat business exist: C2C or B2C or both?

At present, WeChat business is divided into two factions, one is C2C faction headed by pocket shopping; The other is the B2C school, which is dominated by national teams such as JD.COM Weidian, Wei Mengwangpu, Pocket Tong Micro Mall and WeChat Third Party. They all have their own advantages. Pocket shopping has a strong business foundation. Does JD.COM Micro Store have it? National team? Support; Third parties can aggregate scattered social media traffic. It is difficult to see which side has a clear victory. The author believes that both forms may exist, just like Taobao and Tmall, and the other will not decline because of the strength of either side.

But one thing is certain, no matter how mobile e-commerce (excluding pc) develops in the future, Tencent will definitely be the winner. Wechat business is either formed by WeChat or APP (currently there are only two forms of expression: APP+ WeChat). JD.COM micro-stores robbed B2C business (currently actively entering C2C), and pocket shopping robbed C2C market. In any case, Tencent has a winning attitude. Being rich is willful. Anyway, I voted for Pocket Shopping and JD.COM, and my right hand bet on JD.com (WeChat) and Pocket Shopping (APP).

What if WeChat business leaves the circle of friends?

WeChat business, people tied to WeChat, can't help but worry. From the current point of view, there seems to be no more and better brand exposure channels except friends circle. QQ space is out of date, Weibo and WeChat? Pinch? The activity of Momo and Yixin plummeted, while BBS and Post Bar had little influence. There seems to be no better marketing channel except the circle of friends, but it is extremely risky to promote marketing in the circle of friends. It's official if you're not careful Spike. . The author believes that since WeChat wants to be an e-commerce and does not want to destroy the ecology of friends circle, it should be lined up with friends circle. Shopping circle? Marketing channels, otherwise it will not only kill users, but also put yourself at a disadvantage.

abstract

Before seeing a clear business model, WeChat business had to take it one step at a time. As for those? Monthly income of over 10,000? 、? How much do you earn a day? How long can our business last? With the coming of social distribution, what are the major platforms? Thousands of businessmen have fought hundreds of wars? , the industry will face a new round of reshuffle, change is coming, meet the challenge.