WeChat Marketing Promotion Program for Shopping Malls Case Study

Before determining the marketing plan, a case study should be conducted to avoid making unrealistic predictions. So here is the study of the editorial about wechat shopping marketing case study related information, I hope you can like.

WeChat shopping marketing case study one

How to use WeChat to sell 1000 yuan a comb

"Every month you can receive different flowers, and will not be because of the holiday price increases, I really did not think that WeChat there is such a reliable store." White-collar Xiaoqian is a family of flower lovers, but in recent days "abandoned" patronized for years downstairs florist, became a WeChat floral public number of loyal fans.

The commercial value of WeChat's public numbers is being realized. Yesterday, the WeChat team publicized the data of WeChat operation for more than 3 years, at present WeChat public account more than 10 million, 80% of the users who have received WeChat red envelopes into WeChat payment active users, more than 150,000 offline stores to access WeChat payment.

The media e-commerce subscription number Most Stuff has become a star case in the WeChat Qingdao Open Class. "The most things" insists on recommending only one in each category. The Beijing Morning Post reporter logged on to the public number and found that there are all kinds of goods from coffee machines to pen knives, from flip-flops to shampoo. This public number, which specializes in recommending the world's most extreme commodities, will introduce the products in detail in the form of graphics. If you want to buy a product, you need to reply to the serial number of the article, and in the pop-up window of the public number, there will be links to the official website of the product as well as the relevant domestic e-commerce sites. The operator of the "most things" public number revealed that the number of users of the public number is more than 250,000, the number of single products released 150, with an average monthly sales of 300,000 yuan. With an article introducing the comb, priced at up to 1,000 yuan comb sold 93.

According to Zhang Zhuo Lin, chief operating officer of the "most things", the reason why the comb sold 93 thousand yuan, there are only three points: trustworthy brand sense, can move the user's useful content, as well as a strong conversion, which is also the core point. With "useful" and "most" to open the market, is the "most things" in the WeChat public **** platform to push open the door of e-commerce two pivot point.

Complete product conversion through scenario

In the environment of the subscription number, the marketing of the comb is actually an attempt at e-commerce. "With a sense of brand, you must make useful content. In the environment of the mobile Internet, it is clear that content is king. Every product we choose is useful, and for users, what is not useful will not be read in depth. Even if they won't go to buy, they will definitely collect or share." Zhang Zhuo Lin said, "The core is that useful content needs to be converted, if not, the whole purchase behavior is meaningless. In the environment of the mobile Internet, the most important thing for conversion is scenarioization. Now the scene is very hot, in the field of O2O scene is the most mentioned, but we are in the mobile Internet, self-media environment, scene has two important points. One is a small scene, one is a big scene, through the content to bring the user into every detail of life, and then the user will produce associations and memories through these details, this kind of association is a small scene of generation; when the user recognizes the content, product recognition, and then recognized the purchase of the experience and then recognize the situation, the user naturally formed on the purchase, consumption, there is a memory of this memory we think that the transformation of the big product. should be the conversion of the big product."

Zhang ZhuoLin believes that in the environment of doing media e-commerce, must do focus. "Weak water only take a scoop", read the broken 100,000 + this thing is not very important "We have not been able to do, but we will always go our own way. For example, soap, we launched the end of last year, France's unique soap, 280 yuan a piece, about 3% conversion rate, such a conversion rate instead of what we need to pursue and focus on."

Community approach to open up sales channels

"No individual can be separated from promotion, and our experience is that promotion must be contextualized." Zhang ZhuoLin said, "do relationship with the user, the most appropriate is a gentleman's friendship, maintain a sense of relative distance from the user. WeChat has built a good ecological environment, in such an environment, for media e-commerce or more advanced e-commerce to provide a wider space for development, the scenario becomes our important converter in the later stage."

In this chain, scenarioization is the transformer, mediaization is the platform foundation, e-commerce can be seen as an extension of the value, and there is a very important one is the community, which will become our final catalyst, and the result may be immeasurable. Zhang Zhuo Lin said, "the most things" platform has been operating for a year, there are 250,000 users, released 150 MVP products, the average monthly sales of 300,000 yuan, basically formed a user-sponsored group purchase C2B model. I'm not buying the goods back, what we do is to introduce a quality product, if the user is interested, I will tell them all the purchase information, where to buy cheaper, the user can also be in our group, ten people, five people, twenty people to form a group, "the most things" will be negotiated with the brand, the price may be cheaper. The key is to open up the channel in such a way, which is a reverse C2B approach."

Getting revenue through content-led products

Article:

Goddess's choice, the most hair-care comb

Princess Diana, Nicole Kidman, Victoria Beckham, what's the **** same point

"The mountain eyebrow and watery eyes are no longer a matter of debate, and the misty sideburns and the windy hair are already priceless! ", talking about these three goddesses and their head of beautiful hair!

They all have the same comb - MasonPearson.

The Mason comb originated in 1885. You read that right!

It's founder, MasonPearson, a ne'er-do-well British mechanical inventor who worked at a steam train brush factory in the middle of the Industrial Revolution, played subversive right from the start, intending to make the comb an heirloom.

The bias of that so-called British faction is that, a pair of shoes, a suit, a hat can be worn for decades. A comb can be passed on for generations, and rightfully so. When your daughter is born, give her a Mason comb until she gets married...

Borrowing public number to compete in O2O

WeChat officials revealed that in order to encourage original content on the WeChat platform to form a good ecosystem, so that the gold of high-quality public number content has a more intuitive embodiment of the WeChat will also be introduced to pay to read, protection of original content, advertising tilted, search weighted, quick attention and other mechanisms. "We hope to promote the protection of originality with the incentive mechanism of users + traffic + income, so that original content becomes 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 testing the waters to create its own "micro-life program" without seeing significant results, Tencent realized the importance of openness and handed over "half of its life" to its partners. Almost all of the mainstream O2O APPs have entrances on the WeChat public platform, and these WeChat public numbers need to be operated by the merchants themselves, while Tencent strategically invests in the best of the best in the O2O verticals, and there is a Tencent presence behind the massive entrances such as DDT, Dianping, and so on.

Since this year, the BAT three giants in the field of O2O competition has entered a white-hot stage. A few days ago, Baidu announced an investment of 20 billion yuan to support Baidu Nuomi, and announced the establishment of a deep strategic partnership with Chaoyang Joy City, to achieve product and service docking, membership system through. Alibaba to 28.3 billion yuan strategic investment in Suning, the two formed a close ally, *** enjoy big data, the Internet of Things, mobile devices, payment solutions and other resources, intended to *** build a new mobile O2O applications and create new O2O business models.

WeChat shopping marketing case study two

The second generation to build pat pat micro-store to sell plush toys rely on "Meng" to fight the world

After a few years of hard work, Beck honey snow plush toy store owner Wang Xiu Chen has in pat pat has 2 stores and a dozen employees, annual sales of nearly 3 million. In October this year, he officially opened pat micro-store, on-line only 1 month, on the day of the Hanukkah, Beck honey snow in pat platform sales exceeded 70,000, of which 40% from his October new pat micro-store.

Not knowing that behind these achievements, Wang Xiuchen went through a painful early stage of entrepreneurship, and even met with serious opposition from his parents, it is his persistence to the dream, so that he has come to today.

From a young age, Wang Xiuchen lived in a rich family, his parents have a large plush doll production factory, often OEM Disney and other internationally famous brands of toys merchandise, the hard work of the factory management, so that Wang Xiuchen's parents hope that he will become a technical engineer. 2007, Wang Xiuchen test Suzhou, an industrial college, his classmates are rich, more than 20,000 yuan a year in tuition, the increasing number of friends, dinners and the cost of girlfriends. Friends get-togethers and make girlfriends to spend, let Wang Xiu Chen born to open a store to earn pocket money idea, the use of home production of plush toys can get the advantages of the first-hand source of goods and the e-commerce dividend period, he soon made a monthly 3,000 yuan, far more than the city of small white-collar workers. 2011 after graduating from college, he gave up studying abroad and engineers of the high-paying jobs, perseverance and in the pat opened the road of a new business, but did not get the family's support, the family wanted him to work with a technical engineer. His family wanted him to study abroad or enter a high-tech enterprise as an engineer like other students, but although Wang Xiuchen had already gotten an offer from a university in Hong Kong and found a job in the Suzhou Industrial Park, he preferred to have his own career.

He gave up two good choices with bright prospects and started a new business in PaiPai. Though he had no worries about customers, he was faced with an even bigger challenge. In order to block his entrepreneurial dream, the family began to be reluctant to help him shipments, to do wholesale business-oriented parents, every day a succession of retail orders let them annoyed, and a day can not send dozens of Wang Xiu Chen clenched his teeth, many times to do the ideological work of the parents, began to hire people to pack, and even from other suppliers to take the goods, and gradually made a start, and gradually began to believe that his parents can be successful in the tide of e-commerce! The most important thing is that he has realized the wholesale and retail sales channel with the help of the pat platform.

In October of this year, he officially opened his own pat micro-store, simply free to participate in a few pat pat pat cheap activities, each time more than 300 goods are snapped up within an hour, the public number of the new fans to reach 50%, which makes him keenly aware of the pat micro-store's great prospects, for which he began to arrange for specialists to carry out the pat micro-store's renovation, he gave full consideration to the user's habit of using the pat micro-store decoration to the extreme, the user's habit of using the pat micro-store decoration to the best. He fully considered the user's habits, will pat micro store decoration to the extreme, each picture is carefully selected, and even the important header image to hire designers for hand-drawing, in order to adapt to the needs of consumers mobile shopping. He hopes that every consumer who enters his store can recall his childhood. In the micro-store of the commodity introduction, he also word for word, concise, to ensure that the user brush 2-3 screen within the commodity can all understand the situation, so that he has achieved unexpected good results in the Hanukkah.

"Moe" is the biggest feature of Beck's honey snow

Inheriting the experience gained from the Hanukkah in the pat micro store, Wang Xiuchen in this year's 12.12 plans to lay out a number of dimensions from the design of the product, packaging, store decoration and advertising. First of all, in the product design, he believes that "compared to the past, consumers on plush toys design, quality, material requirements have greatly improved, in addition to more to move people's connotation. "For this reason, Wang Xiu Chen in product design, choose to go "cute" route. For the 12.12, he prepared more than 30 new products, with a group of elk Santa Claus, there are cute Christmas hats, living elk dolls, etc., the most pleasant surprise is the elk dolls of scarves and hats can all be taken down as consumers' daily necessities, saving the environment.

The next week to 12.12 will be the busiest stage of Wang Xiuchen, both to arrange for the production of new products, picture design, learning advertising, but also need to contact the factory to catch up with the 12.12 new products, contact the packaging company to design and produce new packaging, contact the logistics to talk about a more favorable price, to organize the inventory in order to achieve a rapid group of goods and a series of things.

Baker Honey Snow oversized offline store

Before, it is Wang Xiuchen's stubbornness, so that the family plush toy processing plant early into the brand of e-commerce marketing road, to avoid the fate of the closure of the fierce competition under the homogenization of the market. Now in addition to the layout of 12.12, Wang Xiuchen more thinking about how to link the parents of the annual output value of more than 30 million of the factory, in pat micro-store to achieve "branding", to seize the mobile Internet business opportunities, to become a well-known "micro-brand", to achieve their own entrepreneurial dreams.

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WeChat shopping marketing case study

Before determining the marketing plan, a case study should be carried out to avoid unrealistic predictions. So here is the study of the editorial about wechat shopping marketing case study related information, I hope you can like. WeChat shopping marketing case study a how to use wechat to sell 1000 yuan a comb every month to receive different flowers

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