WeChat and Weibo play like this to make money

Chapter 31 Personal registration mobile e-commerce easily play micro-marketing (2)
[Case Miniature] "Mr. Luosifen": Grasp the right customers and low-cost marketing for Beijing Yuxiang Fusheng restaurant through "Mr. Post a few interesting microblogs every day, and update the daily recipes in time.Low cost does not mean poor effect. Through Weibo, the restaurant accurately grasped its target customers, which is a low-cost precision marketing.In addition to precise positioning, "Mr. Snail Fan" has successfully formed a close relationship with users through interaction, thus cultivating a large number of repeat customers.

Weibo Marketing of "Mr. Snail Powder"
The Weibo of "Mr. Snail Fan" will repost fans' Weibo and add some small reminders, tips and other comments to make fans feel the warmth of this restaurant. At the same time, they will also post some good-looking things about the restaurant from time to time Or interesting photos to cultivate fans' familiarity with themselves through increasing exposure.These small details are worth learning and learning from other small and medium-sized enterprises and individual entrepreneurs.

In the food brand series, a standardized product price promotion system is the prerequisite for the application of WeChat in this industry.For KFC, McDonald's, Starbucks, and Chinese chain stores that can achieve standard and uniform prices, WeChat is the best channel for them to target fixed consumer groups and push discount e-coupons and new product information to them, and the number and distribution of stores determine this WeChat. The value of public accounts.

3. Mobile e-commerce

In the face of the commercialization of WeChat, how to make easy profits has become a major research topic in the e-commerce website industry.Product information is accurately delivered to the target audience through the WeChat platform, and the interactive experience from open interaction to precise marketing has also given many e-commerce companies a taste of the sweetness.In the eyes of industry insiders, many e-commerce companies are crossing the river by feeling the stones, but it can be seen that in the next period of time, the WeChat platform will trigger a new round of e-commerce wars.

With the shift of consumers' eyes, the e-commerce publicity model has also changed.From Weibo to today’s WeChat, the gradual increase in interactivity has made e-commerce non-stop. Various hidden advertisements are delivered through WeChat, and e-commerce websites will also compete on the WeChat platform to prepare for emergencies.It can be said that WeChat marketing does not require a large number of fans. In essence, what Weibo spreads is information, and what WeChat spreads is trust.Undoubtedly, the reliability of recommendations among circles of friends is greater than that of Weibo and celebrity recommendations, and this recommendation-based communication channel is similar to the "talent economy" of the beauty e-commerce company Lefeng.com .The talent economy refers to the use of influence in the circle of celebrities to pass on ideas and products to consumers, and fully tap the social and economic effects of the fan base behind the stars.

[Case Miniature] Vipshop: Relying on preferential information to attract fans

Vipshop, China's leading brand-name discount website, has also launched a WeChat marketing campaign in order to better promote its products.Users can become Vipshop WeChat friends by adding the WeChat account vipshop2010 or scanning the QR code. After that, users can learn about Vipshop brand discounts, related information, interactive activities and other content in the first place.

In order to achieve better marketing effects, Vipshop has launched a series of discounts.

第一个优惠是凡是在2013年9月18日-2013年9月30日之间首次用微信添加唯品会为好友的用户，都能获得一张10元唯品会优惠券；第二个优惠是在活动期间添加唯品会为好友的新老用户，会拥有抽取一份兰蔻唇膏礼盒的机会；第三个优惠是广东省内使用以上唯品会购物优惠券的用户，能够获得在10月9日抽取10月14日举行的张惠妹广州演唱会门票的机会。唯品会的微信营销战略取得了良好的效果，单天过万的营收就是最好的证明。

The reason why Vipshop’s WeChat marketing can achieve such good results is that when the company uses WeChat to carry out marketing, it uses preferential methods to enhance the relationship with users, so that users feel that they are God and that they are valued , ultimately increasing their brand loyalty.

Vipshop WeChat Marketing Triple Gift

We know that as the rent and other costs continue to rise, coupled with the continuous impact of e-commerce, physical stores are now seeking new outlets, and the emergence of the WeChat public platform undoubtedly gives them hope.Because, by using WeChat, vertical e-commerce companies can adopt self-owned methods in the operation of exclusive brands, which can improve the efficiency of linkage between websites and brands, respond quickly to the market, ensure the price system, and thus be able to obtain higher profits. .In addition, e-commerce companies can accurately grasp the preferences of buyers through the WeChat public platform, and then make more precise business decisions, reduce risks and increase profits.

4. Transportation
Since the WeChat platform has the characteristics of privacy and immediacy, this determines that WeChat is not only a marketing platform, but also a service platform.Through the Weibo platform, airlines, automobile companies, and railway departments can publish information such as image promotion, introduction, destination travel guidance, and comments on hot topics.On the WeChat platform, companies can provide some targeted services, which is very beneficial to maintaining a customer base.Push messages to users through the WeChat public account, each message can be sent 600 characters, and with the help of web links and other forms, videos, audios, pictures, etc. can be added to the content to make the forms more diverse, so as to realize the relationship between all fans and enterprises. barrier-free communication.

[Case miniature] 273 second-hand cars: second-hand car experts carry with them
273 Used Cars is a model of Internet companies using WeChat for marketing.The merchant first opened the official WeChat account of 273 Used Cars. Users can query used car information through their mobile phones as long as they scan the official QR code or add and follow the official WeChat account of 273 Used Cars.

273 Used car WeChat marketing
273 Used Car Network has collected a large amount of information on all models and models traded in the past ten years, used car quotations, used car transaction prices, etc., and now these information can be sent to users through WeChat.As long as the user provides the model information, he can immediately get the source information of the second-hand car of the model in the country; as long as he sends the name of the city where he is located, he can immediately get the information of the high-quality second-hand car on sale in the city.

At the same time, 273 also provides users with car sales evaluation services, which provides convenience for people who want to sell cars but do not know the price. Such users only need to send the basic information of the car model to 273 WeChat, and the professional appraisers of 273 second-hand cars will think for the user. The car sold is free to estimate based on the latest market demand, and combined with analysis such as age, vehicle condition, and vehicle depreciation rate.

In addition, 273 used car WeChat also provides users with a full range of information such as precautions for buying and selling used cars, vehicle troubleshooting, driving skills, transfer procedures, etc. As long as users want to know, 273 used car WeChat can do it at any time provide comprehensive and detailed answers.

Relying on the convenient WeChat service, 273.com has won a large number of users, and the download volume of its App has also achieved rapid development.

As an Internet company, the reason why 273 Used Car Network can rely on WeChat marketing to achieve development is because it uses WeChat to solve practical problems for users and provide users with detailed information related to used cars.This is also an important reason why 273 used cars can win users.

The 2012 Statistical Bulletin of the National Bureau of Statistics shows that among the 12089 million civilian vehicles in the country, the number of private vehicles is 9309 million, an increase of 2011% over 18.3.The number of private cars was 5989 million, an increase of 2011% over 20.7, of which 5308 million were private cars, an increase of 22.8%.From this, we can see how big the auto industry is, and there are unlimited business opportunities in car maintenance, auto supplies, and auto services.

5. Matchmaking services

With the increasing number of leftover men and women, WeChat has become an important tool for their blind dates.Blind date clubs use functions such as “Shake” and “Scan QR code” on WeChat to break the monotonous way of blind dates that can only look at members’ profiles in the past, improve the fun and interactivity of blind date sessions, and allow young people to have a happy blind date.Moreover, the information of the blind daters is displayed using a QR code, and the blind daters can scan the QR code to communicate with any favorite member through WeChat, which expands the communication surface of the on-site blind daters, and basically allows the blind daters to have the opportunity to know everyone on the spot. People who want to break through the previous limitations of asking for a mobile phone number from a matchmaker.

[Case Miniature] "Old Moon's Marriage": Unconventional love provides a platform for entrepreneurs to meet the needs of a large number of leftover men and women. Compared with the marriage program on the dating show and the marriage and love section in the newspaper.Nowadays, there is also a professional family looking for a partner on Weibo-"Yuelao bestows marriage". "Follow me, and you will be happy! It's amazing! Yuelao bestowed a marriage, leaking the secrets of mandarin ducks. If you want a lover, hurry @月老给婚." Every day, there are thousands of single netizens @“月老给Marriage", ask him to help him find the other half.

The operator of "Yue Lao Ci Marriage" said that he originally opened this Weibo because there were too many leftover men and women around him. He looked anxious and said, "Besides work, do good deeds!"

"Moon Lao Bestows Marriage" Weibo
"To find someone suitable for him (her) in the vast crowd, you must also be in the same city or the city he (she) requested. Age, height, appearance, all have to match, and sometimes there are requirements for constellations." "Yuelao" spends several hours every day researching, first looking at each person's own conditions and requirements for mate selection, then finding a match among tens of thousands of people, and then inferring their personalities and hobbies from their Weibo posts, and finally The pairing results are obtained, and about 2-4 pairs can be matched in one day.Marriage seekers on Weibo are all in their 20s, and there are not only plain-looking "Phoenix men" and "Phoenix women", but also handsome men and beauties.Regarding the men and women matched by "Yuelao", netizens commented: "It's a good match! This is a professional match made with heart."

The precise needs of matchmaking itself are destined to have opportunities in this industry.Websites with a matchmaker team, online interaction capabilities and database resources, relying on the in-depth and professional services of WeChat, will break out of first-line brands.The diversity and complexity of regions and service objects determine that in addition to first-line brands, there will be many small brands in special fields.

6. Legal services

There are potential legal risks in many aspects such as work, employment, house purchase, and car purchase.If consultation and communication between citizens and lawyers can be realized on WeChat and Weibo, and even interesting case stories in different fields such as marriage and family, labor injury, and private lending can be accessed, it will be a very convenient service .

【Case Miniature】Green Dog Network: A convenient legal consultation route for the people
After the public account of “Ask a Lawyer Anytime” on Greendog.com was launched, it gained 3 fans within 2.6 months, with an average increase of more than 300 fans per day, and more than 1400 consultations per day.Afterwards, the "Ask a Lawyer Anytime" public account designed three first-level menu bars of "Legal Products", "Legal Consulting" and "Legal Services", and set up multiple subdivided second-level menus. Under this, the enthusiasm for participating in the interaction has increased significantly. "The popularity of users has exceeded our imagination. Compared with online consultation or offline consultation with lawyers, WeChat's one-on-one private communication method makes users no longer worry about privacy issues." Zhang Xinxin, CEO of Green Dog Network, predicted at that time that by 2012 By the end of the year, Green Dog.com will have 10 users.

Later, Zhang Xinlan had a more daring plan after she achieved gratifying results on Green Dog.com: to register about 100 WeChat public accounts in different segments, such as intellectual property rights, traffic accident legal consultation, labor and personnel legal consultation, etc. Each public account attracts 10 users, so Green Dog.com will be able to serve tens of millions of users.

Modern society is a rapidly developing society ruled by law. Our stable life must be guaranteed by law. Whether it is serious politics, complicated market economy or public disputes, whether it is family, friendship or love, legal issues may be involved.More and more people choose to solve problems through legal means, but our real legal knowledge is quite shallow, especially when we encounter some legal problems, we are often helpless, and we don’t even know which lawyer to consult. An effective route to legal advice is needed.With the Internet communication becoming a very important method and the birth of the WeChat application, the legal service industry has also launched the WeChat communication platform, and the previously expensive and complicated legal services have also become simple and efficient through WeChat.

After seeing the above-mentioned cases of using micro-marketing to make profits in various industries, we can also learn from certain experience when we start our own business. In addition, there are many directions worthy of being developed by individual entrepreneurs.For example:
Wechat Recruitment
Because WeChat recruitment is related to the service depth of corporate HR, WeChat interaction can only be used as an auxiliary means.Recruitment websites with in-depth service skills and resources can launch targeted recruitment services from the field of special talent recruitment.At present, it is difficult for the recruitment itself to provide accurate WeChat services, especially for individual entrepreneurship.

WeChat travel
Entrepreneurs in this direction are most likely transformed from traditional service providers.It is difficult for a national big brand to appear in this area, but it can integrate service providers with traditional hotline service providers and help them complete transformation in special groups of people and characteristic geographical spaces.

WeChat Education
The education and training industry has its particularity, that is, the nature of public welfare communication. As long as there are strong education and training resources behind it, as long as it is professional and powerful enough to provide follow-up offline and reliable products and services, choosing WeChat education may also bring you a lot of money. profits.

Wechat real estate inquiry
Providing real estate inquiry services requires accurate information, and there must be a real estate service agency across the country to support the operation of countless WeChat public accounts.This WeChat entrepreneurial model is highly integrated with offline business, so there must be a solid foundation for offline research.However, this kind of marketing profit model is clear, and the customer viscosity is not high. As long as continuous advertising and communication can also obtain relatively objective profits.

7.3 Determinants of Individual WeChat Entrepreneurship

Ma Huateng, chairman of Tencent, said: “Recently, there are some good applications on WeChat, such as car-hailing, selling books on WeChat, online novels, self-media, etc. WeChat has become a bridge connecting content producers and end users from the platform. Unexpected business models are created by users themselves. Therefore, the business model of WeChat will be handed over to partners and individuals.” The emergence of WeChat has brought great benefits to all marketers, self-media practitioners, IT practitioners, etc. Endless imagination, what you think about is nothing more than self-media sharing, games, O2O, CRM, etc.But the way you actually make money is much more than that.

Although WeChat provides a platform for everyone to start a business, what factors are the key to successful operation?Next, let's study this issue.

1. Provide personalized service
The functions of WeChat itself that do not exist in the form of plug-ins include: WeChat, address book, circle of friends, settings, and a magic wand icon in the upper right corner of the main interface.Many entrepreneurial opportunities come from other buttons that can be added after clicking on WeChat. As the WeChat market continues to expand, after clicking these buttons, there will be more subdivided buttons, and the experience will become better and better.If you continue to click on the buttons, there will be many buttons worth tens of millions of dollars for entrepreneurs to complete.Entrepreneurship opportunities can include reference templates, emoticons, skins, data analysis, plug-ins, funny emoticons, WeChat skins, dynamic avatars, voice changes, video editing, geographic location camouflage, and many other aspects.In order to achieve better results in these aspects, it is necessary to provide customers with sufficiently personalized services.We can learn and sum up experience through existing business success stories.

(End of this chapter)