Case study of wechat customer marketing?

Financial markets are usually unpredictable. Therefore, people should prepare different possible results and do a good job in marketing case analysis. Th

Case study of wechat customer marketing?

Financial markets are usually unpredictable. Therefore, people should prepare different possible results and do a good job in marketing case analysis. Then the following is the relevant information I have compiled for your reference.

A WeChat marketing case: chestnut rice, grass eggs and fruit.

Wechat sells chestnut rice and earns 2 million in three months.

20 13 12 1, an "angry bird" in the Shanghai International Marathon attracted a lot of attention. The real "bird" is a rich army selling chestnuts and rice on WeChat. Fu Jun joked with his wife that he sold rice at 20 13, and then began to send rice to WeChat friends, creating a basic reputation for his rice marketing.

Any WeChat marketing needs two basic conditions, one is enough friends, and the other is close relationship with WeChat friends. Fujun has increased his WeChat friends through various activities. In order to keep close relationship with these friends, Fujun updates 6 messages in the circle of friends every week on average, and plans an offline activity with good effect.

Although brand marketing has never been planned, Fujun knows the essence of the Internet very well, and an event marketing will bring an explosion effect, so the "Angry Birds" with rice bags and QR codes on its back made its debut at the Shanghai Marathon.

Fujun Li Mi's WeChat marketing is successful. By the end of 10, 20 1 165438, he counted 200 subscribers and sold 2 million meters, all of which were sent by his WeChat friends.

Wechat direct selling grass eggs, online trading offline delivery.

Yoda, who worked as a clerk in the office for four years, resolutely resigned on 20 13 and returned to his hometown to contract a mountainous area and raise a grass chicken. Previously, Yoda's sister had been selling grass eggs, collecting farmers' eggs through agricultural cooperatives and selling them to consumers. However, the "setter" not only increased the cost of egg sales, but also did not have a stable supply of eggs, so Yoda and her sister invested in building a farm. On the one hand, my sister is responsible for the old channel sales, on the other hand, AUTO is responsible for the new channel development of WeChat and Weibo direct sales.

Through online direct sales, Yoda's account and many friends "change powder". The display of online farms and feeding processes attracted many citizens to order online. After receiving the order, AUO delivers it directly to your door. At present, Yoda has accumulated more than 2,000 stable fans.

Yoda sells eggs,1.One in 5 yuan. After nine months of online trading, Yoda has sold 30,000 grass eggs in a row, achieving the goal he had set for himself.

"Fruit Brother" uses WeChat to earn 40,000 yuan a month.

Xu Yi is a college student in Shijiazhuang Institute of Economics. In the past three months, he and his WeChat fruit shop "You Guo Ni" made a fire in Shijingyuan. As a college student, Xu Yi's entrepreneurial inspiration comes from an accidental experience of delivering breakfast to his girlfriend. "Shijingyuan * * has 1.7 million students, including more than 6,000 girls." Xu Yi emphasized that girls eat fruit almost every day. If we estimate the consumption of each girl in 50 yuan for one month, WeChat can make a lot of money by selling fruits.

At the beginning of the business, Xu Yi's "excellent fresh fruit" business was not good, and it often took a day to get an order of several yuan. As mentioned above, a basic condition of WeChat marketing is to have enough friends. Xu Yi and his classmates use the method of "sweeping the building" to increase their friends: send printed marketing leaflets and advertising brochures to the school's teaching buildings, canteens and dormitories; During the break 10 minute, the propaganda video of "Guo Ni Tour" was broadcast in every classroom ... After three months of "sweeping the building", the number of people who paid attention to You Guo Ni reached 4,920, and most of these users were Xu Yi's classmates. In view of this, personalized products are often introduced in Xu Yi, and "postgraduate entrance examination package", "couple package" and "local tyrant package" composed of various fruits frequently attract students' attention.

So far, "Fruit Brother" has achieved an income of 40,000/month.

abstract

Wechat has become a magic weapon for marketing in all walks of life. In this paper, I want to choose three successful cases to share with you for reference. Through three or several cases, the product map. Com found that there are several reasons for their success: enough friends, frequent contact, personal credit guarantee transaction rate, daily high-frequency goods close to life and so on.

In fact, WeChat marketing is not easy. Frequent pushing of product information may have a negative impact on marketing. In the marketing process, maintaining the relationship with friends is the most important.

Erchuang Erjian Paipai Micro Store sells plush toys to conquer the world with "Meng"

After several years' efforts, Wang Xiuchen, the owner of Baker Michelle plush toy store, has owned two stores and more than a dozen employees, with annual sales of nearly 3 million. On June 5438+ 10 this year, he officially opened a pat micro-store, and it has only been 1 month since it was launched. On Singles Day, baker Michelle's sales on the pat platform exceeded 70,000, 40% of which came from his newly opened pat micro-shop in 10.

As we all know, behind these achievements, Wang Xiuchen experienced a painful initial stage of entrepreneurship, and even met with serious opposition from his parents. It was his persistence in his dream that brought him to today.

Since childhood, Wang Xiuchen has lived in a wealthy family. His parents own a large plush doll factory, and he works for internationally renowned brands such as Disney all the year round. Hard factory management made Wang Xiuchen's parents want him to become an engineer who makes a living by technology. In 2007, Wang Xiuchen was admitted to an industrial college in Suzhou. His classmates are either rich or expensive. The tuition fee for one year is more than 20,000 yuan, and the expenses for friends' dinners and girlfriends are increasing, which makes Wang Xiuchen have the idea of opening an online store to earn pocket money. By using the plush toys at home, he can gain the advantage of first-hand supply and the dividend period of e-commerce. He soon earned 3000 yuan a month, far exceeding the urban white-collar workers. 20 1 1 After graduating from college, he gave up studying abroad and working as an engineer with high salary, and decided to start a new business, but he didn't get the support of his family. His family wants him to study abroad or become an engineer in a high-tech enterprise like other students. Although Wang Xiuchen has got an offer from a university in Hong Kong and found a job in Suzhou Industrial Park, he hopes to have his own career.

He resolutely gave up two good choices with bright prospects and started a new road to entrepreneurship. Although we are not worried about tourists, we are facing greater challenges. In order to block his entrepreneurial dream, the family began to be unwilling to help him deliver goods. For parents who are mainly engaged in wholesale business, the constant retail orders every day make them very annoyed, and they can't send dozens of orders a day. Wang Xiuchen gritted his teeth, did his parents' ideological work many times, began to hire people to pack, and even got goods from other suppliers. Gradually, his parents began to believe that he could succeed in the tide of e-commerce. Most importantly, he realized it with the help of a pat platform.

This year 10, he officially opened his own micro-pat shop and participated in several cheap pat activities for free. Every time 1 hour, more than 300 items were snapped up, and the number of new fans in the official WeChat account reached 50%. This made him keenly discover the great prospect of patting the micro-store, so he began to arrange special decoration. He fully considered the user's usage habits and decorated the micro-shop to the extreme. Every picture was carefully selected. He hopes that every consumer can recall his childhood when he enters his shop. In the product introduction of the micro-store, he is also careful and concise, which ensures that users can fully understand the product situation within 2-3 screens, which makes him achieve unexpected good results on Singles Day.

In order to reach new heights this year 12. 12, he has just celebrated Singles' Day and has been preparing nonstop 12.438+02. Wang Xiuchen said: "The annual sales volume of toys represented by dolls is 12. 12, which is about 20% higher than Singles' Day. This year, with the support of micro-stores, social communication will bring more long-tail sales to baker Michelle. At the same time, the trend of spending holidays abroad in China is becoming more and more obvious, and with the rise of mom's economy, more and more people like to buy a gift for their children and lovers on this holiday to express their feelings. It is expected that the sales growth rate of doll toys this year will be higher than in previous years. "

"Meng" is the biggest feature of baker Michelle.

Inheriting the experience accumulated by Singles' Day in patting micro-stores, Wang Xiuchen plans to lay out this year 12. 12 from product design, packaging, store decoration, advertising and other aspects. First of all, in terms of product design, he believes that "compared with the past, consumers' requirements for the design, quality and material of plush dolls have been greatly improved, and there must be touching connotations." "To this end, Wang Xiuchen chose to take the" Meng "route in product design. For this 12. 12, he prepared more than 30 new products, including Santa Claus with a group of elk, cute Christmas hats, lifelike elk dolls and so on. The most surprising thing is that the scarves and hats of elk dolls can be taken down as consumers' daily necessities, saving the environment.

In addition, he also plans to use the micro-store backstage marketing tool to open the red envelope and shoot it cheaply, and send a touch to Gong * * * *' s fans. Fans are attracted by big red envelopes and cute dolls and will become friends again in the WeChat circle of friends. Share it. Can successfully attract the attention of new fans. Once there are more fans, the new products and activities in the store can be sent to fans with one click in the background, forming a virtuous circle, solving the traffic problem of micro-store centralization and reducing the overall cost of pulling new products. At the same time, he is also creatively thinking about how to increase traffic through direct investment, hoping to improve the overall store sales and create new sales glory on the premise of stabilizing old customers.

The next week will be 12. 12, which will be the busiest stage for Wang Xiuchen. It is necessary to arrange new product production, picture design, research advertisements, contact the factory 12. 12 to open new products, contact the packaging company to design and manufacture new packaging, contact the logistics to negotiate more favorable prices, and sort out the inventory, so as to realize the rapid assembly of goods.

Bei ke mi er de Chao da xian Xia branch

Previously, it was Wang Xiuchen's stubbornness that made this plush toy processing factory enter the brand road of e-commerce marketing ahead of time, avoiding the bad luck of the homogenization market closing down due to fierce competition. Now, in addition to the layout of 12. 12, Wang Xiuchen is still thinking about how to connect his parents' factories with an annual output of more than 30 million yuan, realize "branding" in Paipai micro-store, seize the business opportunities of mobile Internet, become a well-known "micro-brand" and realize his entrepreneurial dream.

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