Successful marketing case and analysis of WeChat?

To do a good job in the case study of WeChat marketing, it is necessary to decide the information source, starting point of the scheme, scheme t

Successful marketing case and analysis of WeChat?

To do a good job in the case study of WeChat marketing, it is necessary to decide the information source, starting point of the scheme, scheme tools, model tools, contact information and other details. To this end, I have compiled the relevant content for you. Please refer to them.

Tisch

How to sell a comb of 1000 yuan with WeChat?

"I can receive different flowers every month, and the price will not increase because of the holiday. I didn't expect such a reliable store on WeChat. " Xiao Gan, a white-collar worker, is a flower lover, but recently she "abandoned" the flower shop that has been operating downstairs for many years and became a loyal fan of the official account of WeChat Floriculture WeChat.

The commercial value of WeChat WeChat official account is being reflected. Yesterday, the WeChat team disclosed the data of WeChat operation for more than three years. At present, there are more than 6.5438+million WeChat WeChat official account, 80% of users who have received WeChat red envelopes have become active users of WeChat payment, and more than 6.5438+0.5 million offline stores have access to WeChat payment.

Media e-commerce * * * "the most important thing" has become a star case of WeChat Qingdao open class. "Most things" insist on recommending only one product per category. The Beijing Morning Post reporter logged into WeChat official account and found everything from coffee machines to pencil sharpeners, from flip-flops to shampoos. The official WeChat account, which mainly recommends the world's most extreme products, will introduce the products in detail in the form of pictures and texts. If the purchase requires readers to reply to the article serial number, there will be links to the product official website and related domestic e-commerce websites in the pop-up window of WeChat official account. According to the operator of the "Most Things" company, at present, the number of WeChat official account users exceeds 250,000, and the number of published items is 150, with an average monthly sales of 300,000. With an article introducing combs, 93 combs with a price as high as 1,000 yuan were sold.

In Zhang's view, the chief operating officer of "Best Things", there are only three reasons for selling 93,000 yuan combs: trustworthy brand sense, useful content that can impress users, and strong transformation power, which is also the core point. Opening the market with the help of "useful" and "best" are the two fulcrums of "best" to push the door of e-commerce on WeChat platform.

Complete product transformation through the scene.

In the * * * environment, the marketing of combs is actually an attempt of e-commerce. "With a sense of brand, we must do useful content. In the mobile Internet environment, it is obvious that content is king. Every product we choose is useful, and for users, useless things will not be read in depth. Even if you don't buy it, you will definitely collect or share it. " Zhang said, "The core is that useful content needs to be transformed. Without transformation, the whole purchase behavior is meaningless. In the mobile Internet environment, the most important thing in the transformation is the scene. Scenarioization is very popular now, which is the most mentioned in the O2O field. However, in the mobile Internet and self-media environment, two points are very important. One is a small scene and the other is a big scene. Bring users into every detail of life through content, and then users will generate associations and memories through these details. This kind of thinking with * * * is the substitution of small scenes; When users recognize the content, recognize the product, and then recognize the buying experience, users naturally form memories of buying and consuming, and we think this should be the transformation of big products. "

Zhang believes that we must pay attention to media e-commerce in the big environment. Is it important to read the story of "3 thousand weak water only one scoop" and "breaking 65438+ million+" "We can never do it, but we will always go our own way. For example, soap, we launched a unique French soap, 280 yuan, at the end of last year, with a conversion rate of about 3%. This conversion rate is what we need to pursue and pay attention to. "

Open up sales channels in a community-based way.

"Any individual can't do without promotion. Our experience is that promotion must depend on the situation. " Zhang said, "The most suitable relationship with users is a friendship between gentlemen and a sense of distance from users. Wechat has built a good ecological environment. In such an environment, it provides a broader development space for media e-commerce or higher-level e-commerce, and the scene has become an important converter in our later period. "

In this chain, the scene is the converter, the media is the foundation of the platform, e-commerce can be regarded as an extension of value, and another very important thing is the community, which will become our ultimate catalyst, and the result may be immeasurable. Zhang said that the "Best Things" platform has been in operation for one year, with 250,000 users, releasing 150 MVP products, with an average monthly sales of 300,000, basically forming the C2B mode of spontaneous group purchase by users. I won't buy back this product. What we do is to introduce a high-quality product to everyone. If users are interested, I will tell them all the purchase information and where to buy it cheaper. Users can also sign up for travel with us. Ten people, five people and twenty people form a tour group, and the "best things" will come forward to discuss with the brand, and the price may be cheaper. The key is to open the channel in such a way, which is a reverse C2B way. "

Earn revenue through content-oriented products

In this regard, Zhu Shenbin, product manager of WeChat development platform, believes that "guiding products through content is one of the most important business or liquidity capabilities of WeChat official accounts at present or in the future. I think "Most Things" is very accurate in this respect and can bring more income through content. " "Regarding the exploration of the media e-commerce model, what the service number needs to do in the future is to communicate and maintain with real users, and more is to communicate with readers by using * * *." Zhang said, "Now we are still very young, but I believe that a small person will have a big future. The future business will be carried out through consumption upgrades and users, and we will also achieve greater breakthroughs around * * * and consumption upgrades. "

Article:

Goddess's choice, the most hair-care comb

Princess Diana and Nicole? Kidman, Victoria? Beckham, what are the similarities?

"Don't worry, it's priceless." It's about these three goddesses and their beautiful hair!

They all have the same comb-Mei Sen? Pearson * * Mei Sen Pearson * * *.

Mei Sen comb originated from 1885. You are not mistaken!

Its founder, Mei Mason Pearson, an amateur British mechanical inventor, worked in the brush factory of steam trains in the middle of the industrial revolution. From the beginning, he played subversion, and he planned to make the comb into a family heirloom.

Why the so-called British style is that a pair of leather shoes, a suit and a hat can last for decades. It is natural that combs can be passed down from generation to generation. When my daughter was born, I gave her an Amison comb until she got married. ...

WeChat official account competes for O2O

WeChat official revealed that in order to encourage original content to form a good ecology on WeChat platform and make the gold content of high-quality WeChat official account content more intuitive, WeChat will also introduce various mechanisms such as paid reading, original content protection, advertising tilt, search weighting and quick attention. "We hope to promote the original protection work with the incentive mechanism of user+traffic+income, and make the original content become a more valuable service on the WeChat public platform."

The booming WeChat WeChat official account is actually an important way for Tencent to deploy in the O2O field. After testing the water to create a "micro-life plan" with no obvious results, Tencent realized the importance of openness and handed over "half-life" to its partners. At present, almost all mainstream O2O apps have * * * on the WeChat public platform, and these official WeChat accounts need to be operated by merchants themselves. Tencent's strategic investment in the vertical field of O2O is behind the massive Tencent such as Didi taxis and public comments.

Since the beginning of this year, the competition of BAT Big Three in O2O field has entered a white-hot stage. A few days ago, Baidu announced that it would invest 20 billion yuan to support Baidu glutinous rice, and announced that it would establish a deep strategic cooperative relationship with Chaoyang Joy City to realize product service docking and open membership system. Alibaba invested in Suning with a strategy of 28.3 billion yuan, and they became close allies, sharing resources such as big data, Internet of Things, mobile devices and payment solutions, with the intention of * * * building new mobile O2O applications and creating new O2O business models.

extreme

After 80, the beauty Chen made her own cheese.

Chen,1a girl born in Yongzhou in 1985, cut her hair short and worked as a makeup artist for seven years. She once worked as a makeup artist for many hosts and stars, earning an average of 7,000 yuan a month and living a peaceful life with petty bourgeoisie. However, at the beginning of 20 14, when she was sick at home, the homemade gourmet grilled cheese sticks inadvertently changed her life: she changed from a makeup artist to a food operator, and her cheese sticks became popular all over Changsha, creating a record of150,000 through a circle of friends within seven days, with a monthly sales of 400,000. After nearly a year and a half of operation, she has accumulated nearly 8,000 fans and developed more than 20 agents. The profit of the agent ranges from 2000 yuan to 40000 yuan.

Chen is taking orders on WeChat.

Cheese sticks that only sell for seven days a month are very popular in the circle of friends.

At 2 pm, I was the editor of Tencent Daxiang. Com saw the deer. She was busy with WeChat with two mobile phones. She said, "Because it is the time for our family to receive the order for cheese sticks, we have to get up at 7: 30 in the morning, pack and deliver it to 12 at noon, and place an order directly in the afternoon to reply to WeChat until 3 am."

It is said that the WeChat business can easily make money by lying at home and brushing friends. Chen said with a smile: "It's true, but the hard work behind it is only known by people around you."

At first, she was alone at home and had to do everything by herself. She often stays up late making cheese sticks for her friends, which is too much for her health. She said that she didn't want to owe money to her friends, and she wanted them to receive cheese sticks as soon as they received the order.

In order to ensure the taste of cheese sticks, she stipulates that she only takes orders for seven days a month. Chen Luxiao is not idle when he doesn't take orders. He is usually used to research and test new products and train agents.

Chen makes "cheese sticks" with employees.

In order to taste the cheese sticks, I ate 120 kg from 94 kg.

Cheese, also known as cheese, is a dairy product made of concentrated fermented milk. Known as the "gold" in dairy products, it is especially loved by women. In Chen's view, only through continuous research and development and testing can new products be successfully introduced to the market.

She has loved food since she was a child. She once tasted cheese sticks from 94 kg to 120 kg. Although she is thin now, she can't help it. She said that she was born with a heart for eating goods. I often go to explore delicious restaurants with friends from all over the world, including all kinds of baking. Which bakery in Changsha has new products, she will definitely buy them back and try them, so that she can find more inspiration for new products.

Speaking of food secrets, Chen said that unlike ordinary cheese sticks on the market, the raw materials of her grilled cheese sticks are all imported fresh, such as French kiri cheese and whipped cream. The cheese tastes obviously different. At present, * * * has introduced three flavors: vanilla, Oreo and durian tuo.

400 people competed for the agency, and only 20 people were selected.

Completely at a loss, she thought of a way to develop an agent. In the second half of this year, she rented a house in a community, renovated it briefly, hired nine aunts to help, and developed an agent on WeChat business.

"When I sent a circle of friends to recruit agents, more than 400 people signed up. I chose more than 20 of these people. Most of them are bankers, teachers and doctors. Being my agent, even my partner, will provide special sales training. Before joining the company, you need to pay a deposit of 1 10,000 yuan. If he doesn't want to do it, he will refund the deposit and implement the last elimination system. He has to sell at least 50 boxes a month. I am surprised that an agent who has never had any experience in WeChat business earned 40,000 yuan in 7 days. "

Chen said that at present, her fans have spread all over the country. Because cheese sticks are best frozen, you can use foam boards and ice cubes to keep warm and send them to SF Express * * * */* *. There are runners in Changsha. "When I was working alone, I used to have cheese sticks 98 yuan/box, durian tuotuo 128 yuan/box. Now the cost of studio production has also increased a lot, but I always insist on using the best raw materials, and the price has not changed. I won't let my agent change the price at will. I want customers to feel that even if the brand is bigger, it is as pure as before, just like eating cheese sticks made by friends.

She said she didn't want to open a physical store. "Because since she chose to develop the marketing method of the agent, she should be responsible for the agent. Maybe she will open an experience store in the future, but it will not be profitable if she doesn't sell it. "

Makeup artists have been entrepreneurs since childhood.

Majoring in interior decoration design in the university has given Chen a certain understanding of his aesthetics. She believes that everything that is "beautiful" is interconnected, from interior design to makeup artist, which only changes the carrier of "beauty". When I was a makeup artist, I earned an average of 7000 yuan a month. In the past seven years, I have met many women who love beauty and provided a lot of help for her entrepreneurial road.

In fact, selling cheese sticks in a circle of friends is not the first time a deer has started a business. /kloc-at the age of 0/4, she pulled up a cart to sell mutton kebabs.

A fashionista who loves food.

"At that time, during the summer vacation, I set up a stall in front of the supermarket in my hometown and learned to cook kebabs. Of course it ended in failure. I went to Guangdong by train during my college years to buy some earrings and jewelry, and then sold them on Taobao. The market is good, and I earned my own tuition. Because I later became a makeup artist, I sold cosmetics processed by factories on Taobao, and I also had makeup strategies. I was even asked to publish a book. Later, I opened my own makeup training school and successively received more than 2,000 students. " The deer said with a smile, wine and cheese are a perfect match, and maybe we will explore the wine industry in the future.

Because of starting a business, I met my best friend who had lost contact for many years.

Every entrepreneur will encounter all kinds of difficulties on the road to starting a business. "The difficulty is that when a person goes it alone, he has no physical strength to support him, so he can't complete so many orders. Now that the studio is open, management has become a problem, and there are different problems at different stages, which is also the fun of the challenge. " Chen said that she has always been very lucky. Both customers and friends around her are very supportive. She usually receives many gifts during the Chinese New Year holidays, all of which are sent by customers on WeChat.

"I have a very good friend who hasn't contacted for many years and has no phone call. I tried to find her through social networks, Weibo, Renren, etc. But I can't find her. Later, when I heard that she had gone abroad, I stopped looking for her. Suddenly, one day, she added me to WeChat and asked me to buy cheese sticks. After a long trip around the world, we finally met again in this way. It turns out that she is also in Changsha now. "

Tisso

Entrepreneurship has swept through, and entrepreneurship is no longer the privilege of returnees and college graduates, and college students are also eager to try. With a large group of college students and high consumption capacity, college students' entrepreneurship has become another fashion.

Sister school is the national campus O2O alliance. College entrepreneurs can build their own service platform with the help of their WeChat public platform, and form a team to provide daily life services such as take-away, express delivery, running errands and purchasing for college students. At present, the online investment amount of big home investment crowdfunding has reached 165438+ million.

The name of the Brothers and Sisters School comes from the Jedi character symbolizing courage and justice in the famous movie Star Wars. Its establishment comes from the founder Gu Zhengshu's reflection on the high cost and low efficiency of traditional take-away delivery. Gu found that traditional catering businesses are generally operated by small workshops, and there is no professional delivery team with standardized management. In the case of large orders, management is easy to be confused, and the order order and delivery order are easy to be confused. Take-out platforms such as Meituan Takeaway and Hungry only solve the drainage problem for merchants, but do not solve the distribution problem after drainage. The surge in orders it brings conflicts with the distribution efficiency of merchants. Take-away food that can be delivered in 40 minutes may now take 1 hour, which leads to a decline in customer experience, and the sister school is to solve the pain point of take-away O2O distribution.

The realization of this goal depends on the intelligent 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 each take-away platform and print them in summary, which is convenient for subsequent distribution. Moreover, because the take-out delivered through the sister-in-law WeChat platform can be settled by scanning the QR code, the follow-up work can be automatically carried out in the background, saving the time for merchants to check accounts every day.

"We can improve the distribution efficiency for businesses by 30%", and Gu Zhengshu is full of confidence. He told the reporter of Entrepreneurship that with the improvement of distribution efficiency, the cost of money distribution for merchants has also decreased.

Gu Zhengshu believes that the sister school is doing heavy work with the "light mode" because the sister school is a unified campus O2O alliance, providing training in technology, operation management, teamwork, business negotiation, operation promotion and distribution process guidance for student entrepreneurial teams. The operation links such as investment negotiation, promotion and distribution are implemented by the local student entrepreneurship team.

At present, colleges and universities covered by sister schools are concentrated in second-and third-tier cities. Penguin Zhiku, a subsidiary of Tencent, has just released "20 15 New Gold Mine: Internet Cross-border Report of Second and Third tier Cities in China". The report shows that the consumption power of second and third tier consumers is not worse than that of first tier cities, and there is not much difference between consumers in large, medium and small cities in the consumption range of 300-500 yuan per month. Because the competition in the take-away distribution market in second-and third-tier cities is not fierce, the cost of the distribution team is relatively low. Therefore, the sister team predicts that the take-away O2O service in second-and third-tier cities will be more successful and profitable than that in first-tier cities. The reason why we choose to provide services on WeChat platform is because the sister and brother team believe that with the continuous improvement and increase of functions, WeChat public platform can replace mobile APP to provide students with better user experience and services, and it is completely based on WeChat public platform, and can call many high-level functions of WeChat, which is technically superior to mobile websites and mobile apps of large O2O platforms.

In order to quickly seize the Internet in the national campus, Sister School has recently reached a strategic cooperation with Mai Waidi, recruiting student agents in the national campus, installing and configuring commercial WiFi routers for merchants and canteens inside and outside the school free of charge, and managing the official WeChat account and WeChat ordering system of merchants, laying a channel for the subsequent introduction of brand cooperation.

Today, Jiedi sent WeChat platform with an average daily order of 3,000 orders and a daily transaction volume of 50,000 yuan. Gu Zhengshu hopes that this year, Jiedi School will cover 500 campuses and 5 million users, and the monthly transaction volume will reach 6,543,800+million by the end of the year.

Gu Zhengshu revealed to the reporter of Entrepreneurship that in the future, the sister school will also encourage college students to get involved in other related fields such as campus distribution, express delivery, running errands, etc., to achieve differentiated competition with big platforms, and even extend to services such as driver's license training and recruitment.

"Our goal is not only to make money for our own company, but also to help the student entrepreneurial team to do a good job in campus life and give full play to the collective wisdom and strength to do things." Gu Zhengshu said, "We are sure to do a good job in the campus market and have the ability to become a leading campus service brand. "