WeChat and Weibo play like this to make money

Chapter 21 Enterprises use WeChat and Weibo to open up more business opportunities (4)
When we interact with consumers, we can be creative on many levels.In the past, the means by which merchants attracted consumers' attention was almost always to promote the performance of their products. Today, what we value most is building brand identity and creating brand value.In the future, marketing will mean reaching out to a community that loves a particular brand image.Moreover, these groups will make the brand image part of their own image through various channels at different levels.

In this way, companies are not only selling products, but more importantly, selling ideas.Some ideas can entice people to buy products, and gradually make people choose your brand.The key to making customers interested in and paying attention to the company's ideas lies in constantly exploring new ways to communicate with the community and attracting them with valuable content.It is necessary to abandon the product-centered sales method and instead adopt the group consumer-centered approach, providing them with information and marketing with the method of building consumer groups.

[Case Miniature] Midea Life Appliances: Interesting Content Wins Hot Discussions In August 2013, Midea Life Appliances began preparations for the establishment of a WeChat public account.It took only one month for Midea Life Electric to launch a WeChat public account.Through the custom menu of the WeChat public account, users can learn about the functions, selling points, promotional activities, and new product launches of Midea's latest products in various categories of life appliances anytime, anywhere.If you want to buy, you can also buy directly.At the same time, Midea Life Electric also launched the query of nearby outlets information at any time through positioning.In addition, after-sales related services such as product complaints, help and Q&A can also be provided.The entire WeChat public platform of Midea Life Electric Appliances creates a full range of pre-sale consultation, sale and after-sale services for users.

On September 9, the new product of Xiangtian IH Smart Cooker was launched. Midea Life Appliances seized this opportunity and launched the first WeChat.This WeChat message combines witty language and interesting cartoon images, and is extremely interesting. Therefore, once it was released, it attracted the attention of many users. Topics discussed by users.

Midea's first push message

The WeChat marketing of Midea Life Appliances has achieved good results. The official WeChat account has attracted the attention of thousands of fans less than a month after its launch, which has greatly promoted the brand communication of Midea Life Appliances.

Midea Life Appliances uses WeChat as a tool in brand promotion, and wins with wonderful content when releasing information. The combination of witty language and interesting comic images greatly arouses users' interest in reading and also It has deepened the impression of Midea life appliances in the hearts of users.

[Case Miniature] Joyvio Food: A Special Gift for Valentine's Day
Take Joyvio's casual snack brand "Chihuo" as an example. Before Valentine's Day, it launched a Valentine's Day confession gift "Jujue wants to see you together" made of "jujube" and "walnut".On the day of its launch, 1314 copies of the limited-edition "Zao Wanhe You Together" in its flagship store on Tmall were sold out in less than 4 hours. "Trophy".

The clever packaging of Joyvio snack food

In fact, purely in terms of products, "jujube" and "walnut" are not the favorites of modern foodies, but due to Joyvio's ingenuity, they have turned them into "Chinese chocolate" that has never appeared on the market, which has increased the added value of the brand. And it was packaged as a Valentine's Day confession gift in a homophonic way, which made it so popular.

4.4 What kind of enterprises are suitable for "micro" marketing
As we all know, the scale of mobile Internet at home and abroad is developing rapidly. According to relevant data, as of the end of 2013, the number of mobile Internet users in my country has reached 4.64 million, which is close to the total population of Japan, which means that my country's mobile Internet market It has the advantage of a user base unmatched by other developed countries, and this number is still rising rapidly.

In foreign countries, the mobile Internet has brought very obvious substantive results to many enterprises, which has also made many enterprises in our country see the prospect of "micro" marketing.However, as far as my country's main mobile Internet marketing models are concerned - WeChat and Weibo marketing, not all enterprises are suitable for "micro" marketing.

[-]. What kind of enterprise is suitable for Weibo marketing
The so-called microblog marketing refers to using microblog as a marketing platform. Enterprises or individuals use microblogs to update their own microblogs to spread enterprise or personal information and product information to netizens, and establish a good corporate or personal image and product image.By updating the content every day, you can communicate and interact with everyone, or publish topics that everyone is interested in, to achieve marketing purposes.

With the rise of Weibo marketing, many small and medium-sized enterprises also see the advantages of Weibo marketing, hoping to use this tool to promote themselves.But for now, in China and even in the world, the relatively good Weibo marketing is basically dominated by large enterprises, such as Changan Ford, Dell China, and China Eastern Airlines.Although there are relatively successful cases among SMEs, they are few in number.

In fact, at present, Weibo marketing is not suitable for all enterprises. We can summarize the conditions that enterprises should have for Weibo marketing by analyzing the successful enterprises of Weibo marketing:
1. A strong brand enterprise, strong capital and a professional team; 2. It is a celebrity and online opinion leader who has attracted more attention; 3. An e-commerce enterprise oriented to personal consumer goods.

In short, most of the companies that use Weibo marketing to obtain huge profits already have a certain brand awareness, and they can further increase brand awareness by interacting with fans.But if it is a company with low brand awareness or no mature brand, it will be difficult to expand its fan base. Of course, it will be relatively difficult to launch Weibo marketing next.In addition, microblog marketing also requires companies to have a microblog marketing team with strong planning capabilities and good at interacting with fans, otherwise, microblog marketing will be difficult to carry out.

[-]. What kind of enterprises are suitable for WeChat marketing
The so-called WeChat marketing refers to an innovation in the marketing model of enterprises in the Internet economy era, and it is an online marketing method that has emerged along with the popularity of WeChat.There is no distance limit for WeChat marketing. After the user registers on WeChat, he can form a connection with the same registered "friends" around him. The user subscribes to the information he needs, and the merchant promotes his products by providing the information the user needs, so as to achieve Peer-to-peer marketing.

Since the opening of the WeChat era, many users have fallen in love with WeChat, and the number of WeChat users has reached an incredible number in a short period of time.Because of this, many individuals and companies have begun to study WeChat marketing, and many people and companies have begun to focus on the development of WeChat marketing in this field.However, WeChat marketing is not suitable for every industry.Enterprises who want to do WeChat marketing must first consider whether their company is suitable for WeChat marketing, and see if opening enterprise WeChat can bring the following three benefits to the enterprise:

1. Whether it helps to consolidate the old customer base and improve the loyalty of old customers; 2. Whether it helps to bring in new customers; 3. Whether it helps to improve the existing customer experience, simplify the operation process, and improve work efficiency .

As long as one of the three points is met, the enterprise can try WeChat marketing, but the specific marketing results will depend on the actual marketing situation.

In addition, WeChat marketing can be divided into three types: pre-sales, in-sales, and after-sales according to the company's products.

Pre-sales: mainly for products with a large transaction volume, generally priced at more than [-] yuan, which cannot be easily realized online transactions, only suitable for brand building, brand promotion, and customer relationship maintenance.Such as jewelry, diamonds and other special products.

On-sale: It is mainly aimed at small and medium-sized enterprises. The price of their products is generally below 3000 yuan. It is not difficult for these enterprises to realize online transactions.For example, electronic products, food and beverage, daily necessities, clothing and other life products.

After-sales: mainly for enterprises that already have certain customer resources, such as hotels and beauty salons.These companies use WeChat to maintain online contact with existing customers to achieve corporate promotion and secondary transactions.

In short, although "micro" marketing is powerful, it is not suitable for all industries. When considering "micro" marketing, business owners and individual merchants should consider the pros and cons clearly, and do not blindly follow the trend.

(End of this chapter)