A Case Study of WeChat Consumer Marketing?

Without adequate analysis and research, dealing with things is prone to abnormal weight. Then the following is the relevant information I have compiled

A Case Study of WeChat Consumer Marketing?

Without adequate analysis and research, dealing with things is prone to abnormal weight. Then the following is the relevant information I have compiled for your reference.

The night before, we opened the WeChat platform "Groundhog Delivery" to place an order, and the next day, "Groundhog Delivery" will deliver food to your door, so that you can enjoy cooking at home. Now this lifestyle has become the choice of more and more white-collar workers in Wuhu, Anhui.

The "groundhog" who brought this lifestyle is an entrepreneurial college student from Anhui Engineering University. They are different from the usual "selling vegetables". After receiving the WeChat order, they have to wash, cut and finally plate according to the dishes to be cooked. Office workers can buy it and cook it directly at home.

Yang Tongzhou, the founder of "groundhog food delivery", said: "E-commerce is permeating our lives. Free WeChat is very suitable for promotion and sales platform, and its users are mainly young office workers. They have little time to walk into the food market. " Wechat food delivery "is the business opportunity we found."

The other two "partners" are Yang Tongzhou's roommates Yan Jingsheng and Jiao Liang. At 6 o'clock every morning, they will put the vegetables sent by farmers in the processing room for temporary storage, clean and package the vegetables and meat during lunch break, and then distribute them to all parts of Wuhu after class in the afternoon. Since most of their business is in their spare time, their entrepreneurial activities are also supported by the school. The school found an office in the higher education park for their college students' business incubation base, which was used free of charge for the first 9 months.

After more than one month's operation, the daily turnover of WeChat food delivery platform can reach about 2,000 yuan. However, the current shortage of funds makes several college entrepreneurs very embarrassed. Jiao Liang, who is in charge of financial management, told reporters that although the daily traffic sounds a lot, the profits are meager, the funds invested in the early stage have not been recovered, the approval procedures for venture loans are cumbersome and the cycle is long, and the conditions for those who are willing to invest and cooperate are very harsh.

Speaking of the future, Yang Tongzhou feels that there is still a big gap between now and the original expected goal. "After all, there are limited office workers and migrant workers in Wuhu. In the summer, we are going to Hefei to expand our business, hoping to develop WeChat food delivery into a regional brand, and finally realize the dream of "groundhog contracting land" and realize complete personal tailor. " * * * Author Yang Dingmiao * * *

Follow-up report: A few days ago, the Evening News reported that three college students from Anhui University of Engineering started their own businesses and used WeChat marketing to establish a WeChat vegetable selling platform, which attracted a lot of attention. Now, their platform has been officially launched for half a month. What is the current development? Do consumers accept this new way of consumption? The reporter walked into several college students again.

It was launched for half a month and was welcomed by young white-collar workers.

The reporter met Yan Jingsheng and Yang Tongzhou at the gate of Anhui Engineering University. Before greeting, Yang Tongzhou had been talking on his cell phone. Yan Jingsheng said that there are many people who talk to them about cooperation and joining recently. Yang is in contact with someone else, and another Jiao Liang can't come to see the reporter because he has to deliver food. It can be seen that they have become busy college students "businessmen" after half a month's absence.

Two students told reporters that their "groundhog food delivery" was officially launched on the WeChat platform on April 15. After a period of promotion, at present, we can receive about 80 orders every day on average, and it can reach more than 100 on weekends. The daily turnover is around 1600 yuan and 700 yuan. At 6 o'clock every morning, the farmers in the vegetable planting base they contacted will send the vegetables booked the day before to school. Upon receipt, they will send the vegetables to the rented processing room for temporary storage, and then go to class to study. During lunch break, vegetables and meat are cleaned and packaged, and sent to customers everywhere by bike after 4 pm. "Now we have more than 70 kinds of dishes. Guests can choose their favorite dishes as long as they add our WeChat. " Yan Jingsheng said.

They said that the current customer base is basically the same as the original idea, mainly white-collar workers who are busy in their twenties and thirties. These people have a high degree of acceptance of this novel shopping method and are satisfied with the price and convenience. "A customer who works near the Second Hospital of the city has now become our loyal customer. He orders at least three times a week and often interacts with us on WeChat. There is also a Mr. Zhang who lives in Greenland Community. He placed an order 180 yuan when he returned to a friend's party. " Yan Jingsheng said.

There is still a long way ahead.

Today, three students have also become "celebrities". Not only the newspapers and TV stations in the city interviewed them, but also the public channel of Anhui TV station broadcast their affairs in the news. Some locals, as well as people from Hefei and Maanshan, keep in touch and talk about cooperation and joining. Yang Tongzhou said that they are registering their own company and trademark, and will formulate detailed joining rules after May Day to expand their influence and scale. They also said that their own entrepreneurship has also received a lot of attention and help, and the school has talked with them many times to give encouragement and support. Soon, they will have their own office in the college students' business incubator base in the higher education park.

The road to entrepreneurship has just started, and difficulties are inevitable. Yang Tongzhou said that the biggest bottleneck restricting their development at present is the problem of funds. Without sufficient financial support, it is obviously difficult to become bigger and stronger. At the same time, the local e-commerce development in Wuhu is not very mature, and many citizens are still unfamiliar with WeChat shopping. Some people have heard of "groundhog food delivery", but they won't buy it. "According to our survey, 200 to 500 orders a day in Wuhu are more suitable, and we still have a lot of room for improvement from this level."

Talking about the future, Yang Tongzhou said that after the future development, they want to launch a service called "contracted land with groundhog production". They will contact farmers to rent out a piece of land for customers to eat, and farmers will plant it for customers. Customers can observe their vegetable fields at any time through the real-time camera in the field. When the vegetables are ripe, they can be harvested, packaged and delivered to customers, and the package will be printed with a two-dimensional code containing the whole planting process information of the vegetables, thus realizing a complete "personal customization". "The current consumption pattern can be called' what you see is what you get', which means buying what you see. In the future, we will promote the new consumption pattern of' what you think is what you get'. " Yang Tongzhou said.

Zhejiang Normal University's "micro-shop" for students to start a business and deliver milk has a monthly sales of more than 20,000 yuan.

In recent months, every night on the campus of Zhejiang Normal University, we can often see some children carrying boxes, knocking on the doors of various dormitories and delivering fresh milk to students. It turns out that in June 5438+ 10 last year, four junior students majoring in advertising from College of Literature and Communication of Zhejiang Normal University opened a shop on "Micro Shop Network" to deliver fresh milk to students. Although this is a small business, their monthly sales are above 20 thousand.

How did four college students think of opening a "micro shop" to deliver fresh milk? Yu Aijie, one of the partners, told reporters that it is not the first time that they have started a business together. Previously, they had made and distributed postcards on campus and established an online platform for second-hand transactions on campus.

Later, they made a small survey of 300 samples and found that more than half of the students like to drink milk before going to bed, which gave them inspiration to start a business.

They thought of "micro shop" and set up shop on "micro shop network". They only need a few pictures of goods and basic information, and they don't need to design a web page or pay a deposit. Customers can place orders directly in micro-stores and pay with Alipay, which is convenient, fast and low-cost, and is more suitable for college students to start businesses.

Do it.

They hired 10 students and contacted a local dairy company. Collect fresh milk at 5: 30 pm and deliver milk at 8:30-9:30 every day.

4.5 yuan, a glass of fresh milk is a set meal for 20 days. They can earn about 90 cents per cup. In three months, they have more than 200 student customers. Zhejiang Normal University has more than 30,000 students and teachers. In their view, the market has great potential.

In order to expand the popularity and influence of the micro-store, the four partners also play their respective professional advantages: making pictures and texts, sweeping the building and distributing leaflets; Set up a stall in the most prosperous place of the school, provide tasting and promote it on social networking sites.

In addition to delivering milk, they also push various service information through WeChat platform, and carry out activities to interact with students, such as giving gifts, surprises, and gifts on Girls' Day, and launching various exquisite milk cups and spoons.

"It is still in its infancy, and micro-stores are still being promoted. I am very satisfied with this achievement, "Yu Aijie said. "Not only to make money, but also for the fun of starting a business."

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