WeChat successful marketing cases and analysis?

To do a good case analysis of WeChat marketing, you need to determine details such as data sources, plan starting points, plan tools, sample tools, and contact methods. To this end, I have compiled relevant content for everyone, welcome to refer to it.

Article 1

How to sell a comb for 1,000 yuan using WeChat?

“I can receive different flowers every month, and it doesn’t matter. Because of the increase in prices during the holidays, I never expected that there would be such a reliable shop on WeChat. "White-collar Xiaoqian is a flower lover, but she recently "abandoned" the flower shop downstairs that she had been patronizing for many years and became a WeChat flower art public account. loyal fans.

The commercial value of WeChat official accounts is being reflected. Yesterday, the WeChat team disclosed data from more than 3 years of WeChat operations. Currently, there are more than 10 million WeChat public accounts, 80% of users who have received WeChat red envelopes have become active WeChat payment users, and more than 150,000 offline stores have access to it. WeChat Pay.

Media e-commerce *** "The Most Stuff" has become a star case in WeChat Qingdao's open class. "Best Things" insists on recommending only one product from each category. A reporter from the Beijing Morning Post logged into the official account and found that everything from coffee machines to pencil sharpeners, flip-flops to shampoo, is available. This public account mainly recommends the world's most extreme products, and will introduce the products in detail in the form of pictures and texts. If the purchase requires readers to reply with the article serial number, the public account pop-up window will have links to the official website of the product and related domestic e-commerce websites. The operator of the "Zuidongxi" official account revealed that the number of users of the official account currently exceeds 250,000, 150 single products have been released, and the average monthly sales are 300,000. Thanks to an article introducing combs, 93 combs priced at a thousand yuan were sold.

According to Zhang Zhuolin, Chief Operating Officer of "Dest Things", the reason why 93 thousand-yuan combs were sold is nothing more than three points: a trustworthy brand sense, useful content that can impress users, and Powerful transformation is also the core point. Opening up the market with the help of "useful" and "most" are the two major pivots for "most things" to open the door to e-commerce on the WeChat public platform.

Complete product transformation through scenarios

In a competitive environment, the marketing of combs is actually an attempt by e-commerce. "With a sense of brand, we must create useful content. In the mobile Internet environment, it is clear that content is king. Every product we choose is useful, and for users, nothing is useful. They don’t read in depth. Even if they don’t buy, they will definitely collect or share it.” Zhang Zhuolin said, “The most important thing is that useful content needs to be converted. If it is not converted, the entire purchase behavior is meaningless on the mobile Internet. In this environment, the most important thing for conversion is scenarioization. Scenarioization is very popular now, and scenarioization is mentioned most often in the O2O field. However, in the mobile Internet and self-media environment, scenarioization has two important points. Important. One is a small scene, and the other is a big scene. The content brings the user into every detail of life, and then the user will generate associations and memories through these details. This kind of thought is the small scene. Substitution; when the user recognizes the content, the product, and then the purchase experience, the user will naturally form a memory of purchase and consumption. We think this memory should be the transformation of big products. ”

Zhang Zhuolin believes that in the environment of media e-commerce, focus must be achieved. "We only take one scoop out of three thousand." Is it important to have more than 100,000 readings? "We have never been able to do it, but we will always go our own way. For example, soap, we launched a unique French soap at the end of last year Soap costs 280 yuan a piece, which is a conversion rate of about 3%. This kind of conversion rate is what we need to pursue and pay attention to. "

Opening up sales channels through socialization

" No individual can do without promotion, and our experience is that promotion must be situational.” Zhang Zhuolin said, “The most suitable way to have a relationship with users is to maintain a sense of distance from them. A good ecological environment provides a wider development space for media e-commerce or higher-level e-commerce. Scenarioization will become an important converter for us in the later stage.

”

In this chain, scenarioization is the converter, mediaization is the foundation of the platform, e-commerce can be seen as an extension of value, and another very important thing is socialization, which will become our ultimate Catalyst, the results may be immeasurable. Zhang Zhuolin said that the "Destifact" platform has been operating for one year, has 250,000 users, has released 150 MVP products, and has an average monthly sales of 300,000 yuan, basically forming a user base. C2B model of spontaneous group purchasing. I am not buying this product. What we do is introduce a high-quality product to everyone. If the user is interested, I will tell them all the purchasing information and where to buy it. It’s cheap. Users can also sign up for a group with us. Ten people, five people, or twenty people form a group. "Zuidong" will come forward to negotiate with the brand, and the price may be cheaper. The key is to open up channels in this way. , this is a reverse C2B method.”

Get revenue through content guidance products

In this regard, WeChat development platform product manager Zhu Shenbin believes, “Guide products through content. This model is one of the most important business or public account monetization capabilities of the WeChat public platform at present or in the future. I think "Most Stuff" has grasped this aspect very accurately and can bring more revenue through content. ""About. In the exploration of the media e-commerce model, what the service account needs to do in the future is to communicate and maintain relationships with real users, and more importantly, it is better to use *** to communicate with readers,” Zhang Zhuolin said, “We are still very small now. But I believe that small individuals will have a big future. Future business will be developed through consumption upgrades and users, and we will also achieve greater breakthroughs around innovation and consumption upgrades. ”

Article. :

The goddess’s choice, the most protective comb

What do Princess Diana, Nicole Kidman, and Victoria Beckham have in common?

p>

“Let’s not talk about the mountain eyebrows and watery eyes, but the misty temples and the wind maiden are priceless.” I’m talking about these three goddesses and their beautiful hair!

They all have the same hair. Comb——Mason Pearson***Mason Pearson***.

Mason comb originated in 1885. You read that right!

Its founder, Mason Pearson, a British mechanical inventor who was not doing his job, worked in the steam train brush factory in the middle of the industrial revolution. He was subversive from the beginning. He planned to make combs. Become a family heirloom.

The so-called British style means that a pair of leather shoes, a suit and a hat can be worn for decades. It’s only natural that a comb can be passed down from generation to generation. When my daughter was born, I gave her a mason comb until she got married...

Using public accounts to compete in O2O

WeChat official revealed that in order to encourage original content to form a good reputation on the WeChat platform Ecology allows the value of high-quality public account content to be more intuitively reflected. WeChat will also launch multiple mechanisms such as paid reading, protection of original content, advertising tilt, search weighting, and quick attention. "We hope to use the incentive mechanism of users + traffic + income to promote original protection and make original content a more valuable service on the WeChat public platform."

The booming WeChat public account is actually An important way for Tencent to lay out in the O2O field. After trying its own "micro-life solution" without any obvious results, Tencent realized the importance of openness and handed over "half its life" to its partners. Almost all current mainstream O2O APPs have accounts on the WeChat public platform. These WeChat public accounts need to be operated by the merchants themselves. Tencent has strategically invested in the leaders in the O2O vertical field, such as Didi Taxi, Dianping and other massive companies. Behind *** is Tencent.

Since this year, the competition between the three BAT giants in the O2O field has entered a fierce stage. A few days ago, Baidu announced an investment of 20 billion to promote Baidu Nuomi, and announced the establishment of an in-depth strategic partnership with Chaoyang Joy City to achieve product and service docking and membership system integration. Alibaba has strategically invested 28.3 billion yuan in Suning. The two have formed a close alliance to share big data, the Internet of Things, mobile devices, payment solutions and other resources, aiming to build new mobile O2O applications and create new innovations. O2O business model.

Chapter 2

Chen Xiaolu, a beauty born in the 1980s, makes her own homemade cheese

Chen Xiaolu, a girl born in the 1985s from Yongzhou, has a smart short haircut and has been working as a hairdresser for 7 years The makeup artist has done styling and makeup work for many hosts and celebrities. She earns an average monthly income of 7,000 yuan and leads a petty bourgeoisie and peaceful life. However, in early 2014, while she was recuperating at home, she inadvertently posted a homemade delicacy—baked cheese sticks—on WeChat Moments, which changed her life: from a makeup artist to a gourmet food operator, her cheese sticks became popular throughout the world. Changsha, and set a record of 150,000 yuan in sales revenue through Moments in 7 days, with monthly sales as high as 400,000 yuan. After nearly a year and a half of operation, she has nearly 8,000 foodie fans and has developed more than 20 agents. The profits of agents can range from 2,000 yuan to 40,000 yuan.

Chen Xiaolu is taking orders on WeChat

The cheese sticks, which are only sold seven days a month, are popular in "moments"

At 2 p.m., Tencent Daxiang When the online editor met Xiaolu, she was busy on WeChat with two mobile phones. She said: "Because now is the time for our cheese sticks to receive orders. We get up at 7:30 in the morning, pack and ship until noon. At 12 o'clock, I have been placing orders and responding to WeChat messages until three in the morning."

The outside world says that micro-business people can easily make money by just lying at home and browsing Moments. Chen Xiaolu. She said with a smile: "It is indeed like this, but only the people around you know the hard work behind it."

When she first started, she was at home alone and had to do everything by herself. She often stayed up all night to help her friends. She rushed to make cheese sticks and her body couldn't bear it. She said she didn't want to default on her friends and wanted them to receive the cheese sticks as soon as possible after taking the order.

In order to ensure the taste of the cheese sticks, she only accepts orders seven days a month. Chen Xiaolu is not idle when he is not taking orders. He usually spends his time researching and testing new products and training agents.

Chen Xiaolu made "cheese sticks" with his employees

In order to taste the cheese sticks, he ate from 94 kilograms to 120 kilograms

Cheese, also known as cheese, is Dairy products made from concentrated and fermented milk are known as the "gold" of dairy products and are especially popular among women. In Chen Xiaolu’s view, only through continuous research and development and testing can new products be successfully introduced to the market.

Having loved food since she was a child, she once ate from 94 pounds to 120 pounds just to try cheese sticks. Although she has lost weight now, she still can't help it. She said she was born with a foodie heart. She often goes all over the world with her friends to explore delicious restaurants, including all kinds of bakery products. If any bakery shop in Changsha has a new product, she will definitely buy it and taste it, so that she can find more inspiration for new products.

Speaking of gourmet secrets, Chen Xiaolu said that unlike ordinary cheese sticks on the market, the raw materials for the cheese sticks she bakes are imported and fresh, such as cheese from French Kiri and whipped cream from the Eiffel Tower. The taste of the cheese produced is obviously different. Currently, there are three flavors launched, namely vanilla, Oreo and durian.

400 people competed to be agents, but only 20 were selected.

One person was completely too busy, so she thought of a way to develop agents. In the second half of this year, she rented a house in a community near her home, briefly decorated it, hired nine aunts to help, and developed a micro-business agent.

“When I posted on WeChat to recruit agents, more than 400 people signed up, and I selected more than 20 of them. Most of them are bank workers, teachers, and doctors. The agent is my partner and will provide special sales training. Before joining the business, he needs to pay a deposit of 10,000 yuan. If he is not willing to work, the deposit will be refunded and a last-place elimination system will be implemented. At least 50 yuan must be sold in a month. Box. I once had an agent who had never had any micro-business experience earn 40,000 yuan in 7 days. I was surprised.”

Chen Xiaolu said that her fans now spread to many provinces across the country. Since cheese sticks are best frozen, you can use foam boards and ice cubes to keep them warm and send them to SF Express***/***. There are running guys in Changsha.

"When I was working alone, the price of cheese sticks was 98 yuan/box, and the price of durian dumplings was 128 yuan/box. Now that the studio is making it, the cost has also increased a lot, but I have always insisted on using the best raw materials at the best price. It won’t change, and I won’t let my agents change the price at will. I want customers to feel that even if the brand becomes bigger, it will still be as pure as before, just like eating cheese sticks made by a friend. ”

She said she had never thought about opening a physical store, "Because since I chose the marketing method of developing agents, I have to be responsible for the agents. Maybe I will open an experience store in the future, but it will not be profitable if it does not sell."

Makeup artist has been an entrepreneurial expert since she was a child

Majoring in interior decoration design in college, Chen Xiaolu has a certain understanding of aesthetics. She believes that "beautiful" things are interoperable. Designing to make-up artists only changes the carrier of "beauty". Her average monthly income as a makeup artist was about 7,000 yuan. In the past seven years, she had met many women who loved beauty, which provided her with a lot of help on her entrepreneurial path.

In fact, selling cheese sticks in Moments is not Xiaolu’s first business venture. She started selling mutton skewers from a cart when she was 14 years old.

Fashionista who loves food

“At that time, I was setting up a stall in front of my hometown’s supermarket during the summer vacation, working as a cook myself and learning to grill mutton skewers. Of course, it ended in failure. During college, I sat I took the train to Guangdong to buy some earrings and jewelry and sell them on Taobao. The market was good and I earned my own tuition. Because I later became a makeup artist, I sold cosmetics on Taobao that were processed by factories. I also published makeup guides. , some people even asked me to publish a book, and later opened a makeup training school, and successively accepted more than 2,000 students. " Xiaolu said with a smile, saying that wine and cheese go perfectly together, and maybe he will go to wine in the future. Industry exploration.

Because of starting a business, I met a close friend I had lost contact with for many years.

Every entrepreneur will encounter various difficulties on the way to starting a business. "The difficulty at first was that when I was working alone, I didn't have the physical support to complete so many orders. Now that the studio has opened, management has become a difficult problem. There are different problems at different stages. This is also the fun of the challenge." Chen Xiaolu said She has always been very lucky. Both customers and friends around her are very supportive of her. She usually receives many gifts during Chinese New Year and holidays, all sent by customers on WeChat.

“I have a very good friend who I have lost contact with for many years and has no phone number. I tried to find her through social networks, Weibo, Renren, etc., but could not find her. Later, I found her. I heard that she went abroad and stopped looking for her. Suddenly one day, she added me on WeChat and asked me to buy cheese sticks. After circling the world, we finally met again in this way. It turns out that she is also in Changsha now. ”

Part 3

The entrepreneurial trend is sweeping across the country. Entrepreneurship is no longer a privilege for returnees and college graduates, and college students are also eager to try it. Relying on the large campus population and high consumption power of college students, college students entrepreneurship has become another trend.

Jiedipai is a national campus O2O alliance. College student entrepreneurs can use its WeChat public platform to establish their own service platform and build a team to provide takeout delivery, express delivery and errands for college students on campus. For daily life services such as purchasing on behalf of others, the amount of subscriptions on the Jiajiai Crowdfunding website has reached 1.1 million.

The name Jiedipai comes from the Jedi Knight character who symbolizes bravery and justice in the famous movie "Star Wars". Its establishment originated from founder Gu Zhengshu's reflection on the high cost and inefficiency of traditional takeout delivery. Gu found that traditional catering businesses generally operate like small workshops and do not have professional takeout delivery teams with standardized management. When the order volume is large, management can easily become confusing, and the order of ordering and delivery can easily be confused. Food delivery platforms such as Meituan Waimai and Ele.me only solve the problem of traffic diversion for merchants, but do not solve the distribution problem after the traffic diversion. The surge in order volume they bring conflicts with the delivery efficiency of merchants, which can be delivered in 40 minutes. Delivery of takeaways may now take up to an hour, resulting in a decline in customer experience, and Jiedipai aims to solve the pain points of O2O delivery of takeaways.

The realization of this goal depends on the smart distribution system. To this end, Jiedipai has developed a smart receipt printer. After the merchant receives the order, the smart printer can standardize the different receipt formats of various takeout platforms and print them together to facilitate subsequent delivery.

Moreover, because takeaways delivered through the Jiedipai WeChat platform only need to scan the QR code to check out, subsequent work can be automated in the background, saving merchants time for daily reconciliation.

“We can improve the delivery efficiency by 30% for merchants,” Gu Zhengshu was full of confidence. He told reporters from Chuangye.com that with the improvement of distribution efficiency, the monetary cost of merchants’ delivery has also been reduced.

Gu Zhengshu believes that Jiedipai is using a "light model to do heavy work" because Jiedipai is a campus O2O alliance with a unified brand that provides technology, operation management, team collaboration, Training such as merchant negotiation, as well as guidance on operational promotion and distribution processes, but local business promotion negotiations, promotion and distribution and other operational aspects are all implemented by local student entrepreneurial teams.

At present, the universities covered by Jiedipai are concentrated in second- and third-tier cities. The "2015 New Gold Mine: Internet Crossover Report in China's Second- and Third-tier Cities" just released by Tencent's Penguin Intelligence shows that the consumption power of takeaway food ordering among second- and third-tier consumers is no worse than that in first-tier cities, at 300-500 yuan per month. There is not much difference between consumers in large, medium and small cities. Since the competition in the takeout delivery market in second and third tier cities is not too fierce and the cost of delivery teams is relatively low, the Jiedipai team predicts that it is easier to be successful and profitable to launch O2O food delivery services in second and third tier cities than in first tier cities. The reason for choosing to provide services on the WeChat platform is because the Jiedipai team believes that with the continuous improvement and increase of functions, the WeChat public platform can replace the mobile APP to provide students with better user experience and services. If it is completely based on the WeChat public platform, You can call many high-end functions that come with WeChat, which is technically more advantageous than the mobile websites and mobile apps of large O2O platforms.

In order to quickly seize the Internet *** in campuses across the country, Jiedipai has recently reached a strategic cooperation with Maiwaidi to recruit student agents on campuses across the country and install and configure them for free for merchants and canteens inside and outside the campus. Commercial WiFi routers, and management of merchants’ WeChat public accounts and WeChat ordering systems to pave the way for subsequent introduction of brand cooperation.

Today, the average daily orders on Jiedipai WeChat platform are 3,000, and the daily transaction volume is 50,000 yuan. Gu Zhengshu hopes that Jiedipai can cover 500 campuses and 5 million users this year, and by the end of the year, the monthly transaction volume can be Reached 10 million.

Gu Zhengshu revealed to Chuangye.com reporters that in the future, Jiedipai will also encourage college students to get involved in other related campus distribution, express delivery and errand running and other services to achieve differentiated competition with large platforms, and will even extend to driver's licenses Training, *** recruitment and other services. “Our goal is not only to make money for our own company, but to assist student entrepreneurial teams to provide campus life services and use collective wisdom and strength to do things,” Gu Zhengshu said, “We can definitely do well in the campus market, and Have the ability to become a leading campus service brand."