WeChat and Weibo play like this to make money

Chapter 10 A huge wave of business aroused at the fingertips (7)
[Case Miniature] Uniqlo: "Scan" to win colorful gifts
"Scan and scan" plays a very important role in WeChat marketing. Uniqlo, an internationally renowned casual wear brand, joined hands with WeChat to carry out a marketing campaign.The combination of Uniqlo and WeChat is an important step in Uniqlo's online marketing strategy.Uniqlo has exposed QR codes on its Weibo, official website, Taobao official online store, as well as national store promotional posters, leaflets, roll-up banners, cash register stickers and other promotional materials. From such a large battle, we can It can be seen that Uniqlo has a great determination to go to WeChat marketing.

The specific way for users to participate in Uniqlo WeChat activities is to first open WeChat, find and add friends, then scan the QR code or search for "Uniqlo", and finally add Uniqlo to the address book.In order to achieve good results in the whole marketing, Uniqlo also prepared colorful gifts for consumers.The good gift is that once the user becomes a WeChat friend of Uniqlo, they will have the opportunity to get WeChat customized earphones and colorful folding shopping bags of Uniqlo.By "scanning", consumers have an in-depth understanding of Uniqlo's latest product information and promotional information, and greatly promoted the Uniqlo brand.

Uniqlo's marketing strategy is very obvious. It uses WeChat for marketing. The specific method is to use the "scan" function to allow Uniqlo products to gain greater exposure while achieving the purpose of effectively spreading the brand image and philosophy.In fact, Uniqlo has successfully achieved this purpose.

[Case Miniature] Quanzhou Real Estate: The Era of "Sweeping" in Real Estate Marketing Comes On December 2012, 12, Tencent Real Estate Quanzhou Station teamed up with Quanzhou Haidu News to publish an advertisement for the "Millions of Purchases" activity on the front page. This advertisement did not have any preferential information , there are only seven eye-catching QR codes on it. Customers only need to scan the QR codes on the newspaper through the WeChat "scan" function to read the discount details of the specific real estate and the relevant information about the registration and participation activities.

This way of advertising has aroused the attention and interest of Quanzhou citizens. They scanned the QR codes one after another to learn about the specific information of the real estate. In just a few hours, the official WeChat of Tencent Real Estate Quanzhou Station and the QR codes of various large real estates have been received. Hundreds of interested customers scan attention.

Quanzhou real estate QR code "scan" WeChat marketing
This marketing method is undoubtedly very effective, and its key lies in that it arouses the interest of users and the enthusiasm for participation and understanding.This is "scanning" at work. Customers can get a lot of information by scanning the QR code, and this information may not be carried by a newspaper, so customers can get it by scanning the QR code. It is more complete real estate information, project communication and interaction, group buying activities, etc.And real estate companies can accurately locate target customers, tie customer stickiness, and push accurate information through the hot spots that customers pay attention to.In this way, it is inevitable for the real estate to achieve good marketing effects.

8. Custom menu, perfect presentation of huge business potential
On March 2013, 3, WeChat's "custom menu" was upgraded to an officially open API.This function can help developers realize personalized menu customization. Menu options are provided in the dialog bar at the bottom of WeChat. Users can click the options in the menu to see the corresponding reply information or web link. The upgrade of the "custom menu" function provides more possibilities for the information display space of public accounts.

In the current WeChat official account custom menu, users no longer need to enter keywords to send replies, but can directly click on the menu to see the relevant content.The menu can also be connected with the original Wap of the enterprise, utilize the original functions of the enterprise App, and customize personalized functions at the same time, realize unlimited expansion on the basis of using HTML5 new technology, and help enterprises create a convenient and easy-to-promote WeChat built-in App.

Custom menus can further enhance the functionality of public accounts.The biggest advantage of WeChat's "custom menu" is that it reduces the user's cognitive threshold, and can directly expose the key information entry in the public account to the user. The user only needs to click, and does not need to go through a series of command line interactions. It can bring a better experience to the users of the enterprise official account, and let the users have a completely different feeling.Take the Wechat public account of a real estate company as an example. The reservation, official website, and store menus are directly built under the company’s public account. Click on the official website, and you can directly open the homepage of the company from the web link in WeChat, and click on the store to get the location of the store. Location information, click to make an appointment to find the appointment phone number, etc.

The custom menu function can set up a custom menu according to the service content of the enterprise and the needs of customers, making the navigation effect easier and easier, so that marketing will also become easier.At the same time, you can rely on setting up columns to maximize your popularity, for example, adding columns for multiple writers, so that you can gather a large number of literary and artistic youths, and you may even receive tens of thousands of replies every day.This has a very big promotion effect on marketing.

As a marketing function that can be set by oneself, WeChat custom menu expands the road for enterprise marketing, so that enterprise marketing can be carried out in a more convenient direction.

[Case Miniature] Niruel: Win customers with "custom menu" With the API provided by WeChat, developers will be able to realize personalized menu customization. This WeChat custom menu function has brought great benefits to corporate marketing.Neriel is one of the beneficiaries.

Nairuier's full name is Guangzhou Nairuier Body Shaping and Beauty Chain Co., Ltd., which is a well-known large-scale chain organization in Guangdong Province that specializes in providing women's beauty and body shaping services.Neriel also applied for a WeChat public account, but after seeing the powerful marketing capabilities of the custom function menu, she started a trial of the WeChat custom menu.

Nairir's previous public account could only complete marketing by sending messages, sending location, and then the system replied to the information. However, after trying the "custom menu", Nairer's public account has set "reservation", "official website" and "store". And the menu of "Body Sculpting and Beauty", directly click "Reservation" to return to the appointment call; directly click "Official Website", you can directly open the homepage of Neriel; click "Store" to know the location of the store, and get the latest The address of a Nairer store in ; click on "Body and Beauty" to view Nairer's e-magazine directly.

This method provides convenience for Nairer's WeChat users. They can directly understand all aspects of the company's information without going through complicated procedures, and can complete the consumption of Nairer in the easiest way.This is an excellent marketing method for Nairir, and this model has also brought more customers to Nairir.

【Case Miniature】Tianhong Shopping Center: Custom Menu Brings Great Business Opportunities The powerful functions of WeChat have penetrated into all aspects of life. WeChat can not only send voice messages, play Moments, play games, but also use WeChat "custom menu" to Shopping, just move your finger a little, you can make an appointment for goods, services, or even go shopping directly at the department store.More users are very interested in this function of WeChat, and merchants who launch this function are more likely to be loved by users.The WeChat account of Rainbow Mall is one of the most typical ones.

In 2013, Texhong Mall, a well-known national chain department store, joined hands with Tencent WeChat to launch the "Texhong WeChat Public Account" with WeChat "custom menu".Rainbow Mall uses the "custom menu" to create personalized information services for customers, such as notifications of new arrivals and information on discounted products.According to this "custom menu", customers can inquire about the products they are interested in at any time, and order directly through this "custom menu".In this way, Texhong Mall can allow customers to enjoy easy and non-disruptive customized services.

Relying on this perfect "custom menu", Rainbow Mall has tapped out huge business potential, so that more customers start to use this platform to learn about the information of Rainbow Mall and complete shopping.

[Case Miniature] "Riding Tibet": Displaying the API function of "custom menu" "Riding Tibet" public account also launched a personalized "custom menu" API function.After following the account, the user will see three customized menu options of "Strategy", "My Story" and "Ride America" ​​at the bottom of the conversation interface, and there are also sub-options in the corresponding menu.When the user clicks the corresponding button, he can see the relevant message of the automatic reply in the conversation interface.This is a great improvement compared to the conversational communication initiated by the original user. In this way, the WeChat application of the public account is no longer limited to message push and reply.

9. WeChat payment, making profit easier

WeChat has been continuously upgrading and improving since the day it was born.The biggest change in WeChat version 5.0 is reflected in the WeChat platform payment.WeChat has enabled payment functions for some public platform accounts, and Tenpay, a payment platform under Tencent, has also been introduced into WeChat public accounts.The biggest benefit of WeChat’s continuous improvement in this area is that users can obtain product information and purchase directly through WeChat public accounts, and the entire payment process can be completed on WeChat.

Because this function provides convenience for users to obtain information and purchase goods, many companies have created public accounts that can be paid by WeChat.McDonald's was the first to open this public account with a WeChat payment account. Users only need to follow McDonald's public account and click on the details page of "Membership Card Privileges" to obtain McDonald's product information.At the same time, users can also choose Tencent's Tenpay or direct payment with bank cards to purchase products on WeChat, and users who use WeChat payment can also enjoy discounts.

Many public platform operators have long been full of expectations for WeChat to add payment functions. This is mainly because the development of the mobile Internet has made people more advocating a convenient lifestyle, so more people hope to use mobile payments.WeChat payment complies with the needs of users and moves the convenient payment method to the WeChat public platform.Moreover, WeChat 5.0 also strengthened the "scan" function, making the entire purchase and payment process easier.

The easy purchase method has made users full of interest in enterprises that support WeChat payment. They have used this payment method to purchase goods, and enterprises have also relied on this method to obtain profits.

[Case Miniature] Youbao: WeChat Pay "One Yuan Purchase"

On September 2013, 9, Youbao teamed up with WeChat Pay to make a "stunning debut" in Beijing, creating a "one-yuan purchase" activity.What is different from the past is that WeChat users do not need to insert coins, but can buy the desired products through WeChat payment, and can also enjoy special discounts.This discount is that WeChat users can enjoy the discount of one yuan purchase of all beverages through Ubao to complete the transaction through WeChat payment, and each user has two "one yuan purchase" opportunities.If users want to participate in the "one yuan purchase" activity, they can participate in the purchase by completing the binding in the public account, scanning the code to pick up the goods, and can also participate in the purchase by scanning the QR code and binding the card to complete the payment.

This method of purchase is fast, convenient, and very fresh and interesting, so once it was launched, it attracted many young people to try it, creating a wave of mobile payment.At present, the "one yuan purchase" activity has covered 300 Youbao self-service vending machines in Beijing subway stations.In fact, such cases not only happened in Beijing, but also in Shanghai, Wuhan, Guangzhou, Shenzhen and other places, there are smart vending machines that support WeChat code scanning payment, and the number has exceeded 12000.

Youbao's marketing strategy is very obvious, that is, to provide users with convenient and fast services through WeChat payment, relying on this avant-garde and interesting marketing method to attract users' attention and achieve the purpose of selling products.

【Case Miniature】Printing the United States: Making LOMO Cards via WeChat Payment

In the era of mobile Internet, not only people and things are more closely connected, but also things are more closely connected.This is all IoT at work.The so-called Internet of Things, as the name suggests, is the Internet where things are connected.The reason why the Internet of Things can be realized is that no matter whether it is a person or an object, it can have a QR code as an ID, and the connection can be completed by scanning.The emergence of WeChat has made this connection easier.The upgrade of WeChat 5.0 allows enterprises to complete transactions through WeChat payment, and Yinmeitu is based on WeChat payment.

The specific operation method of Yinmeitu is to use a smartphone to scan and follow the WeChat public account of Yinmeitu, send the photos stored in the mobile phone to this WeChat account, and then enter the WeChat verification code displayed on the screen.The Yinmeitu WeChat public account can receive this photo within 30 seconds and make a Polaroid-style LOMO card.The binding of WeChat and Yinmeitu makes the smartphone immediately become a camera that takes pictures and develops them in time.

An important reason why Yinmeitu is popular with users is that it has grafted WeChat payment to corporate public accounts. This novel and interesting application model based on WeChat payment has been liked by many users and can naturally facilitate transactions.

(End of this chapter)