For the market, without careful analysis, there is no right to speak. As a part of the market, enterprises should pay more and more attention to case analysis. Then the following is the relevant content I have compiled, hoping to help you.

WeChat entrepreneurship in a small city can earn tens of thousands a month.

From selling the first thing to now, Cat Xiaobai * * * has been doing the marketing business of WeChat friends circle for half a year, and the monthly traffic has also increased from tens of thousands to hundreds of thousands.

"I am a group of people who sold things in a circle of friends earlier. At that time, it was reported that someone had done millions of months of running water in a circle of friends, and felt that it would be achieved soon, but it was not so easy to do. " Xiaobai told reporters, "Things are not what you think. You have seen more Gao Fushuai in big cities. When you meet people in small towns, you will find that you don't know them. " .

In August last year, Xiaobai registered a company and began to officially operate her circle of friends. The name of the company is "Cat Jian Zihao". Prior to this, she sold things in a circle of friends and had achieved a turnover of over 10,000 yuan a month. Xiaobaibei Town's economic level in Hangzhou is equivalent to that of a fourth-tier city, and its entrepreneurial path is completely different from that of Beishangguang, where Gao Fushuai gathers.

Substitution from Taobao to WeChat

Xiaobai's business model is very simple. She sells good goods from Taobao, sends pictures to her circle of friends, and adds her own description. When a user saw it, he contacted her through WeChat. Then, she placed an order from Taobao and sent the goods directly to the user. The price she sells to users is slightly higher than that of Taobao, earning the middle price difference.

This model seems incredible: why don't users go directly to Taobao to find it?

"That's your idea. Taobao is too difficult, and people in fourth-and fifth-tier cities can't control it. " Small white said:

1. I saw a product in a physical store and found it interesting and expensive. The owner of the physical store will clap his chest and tell you that our goods are not available in Taobao. In fact, there are both, but users can't find them. Many people took photos in physical stores and came to me to buy. I found them in Taobao, but it was difficult for them.

2, even if you find the same model, some sell dozens, and some sell hundreds, it may be the same thing. Buying cheap ones will worry about poor quality, and buying expensive ones will worry about being pitted;

3. Many middle-aged and elderly people will use WeChat and friends circle, but they won't use Taobao at all. Taobao is too complicated for them. In small cities, the consumer demand of these people is also very strong. "

Xiao Bai said that many young users have strong spending power. They saw something they liked in the circle of friends and left a message to buy it. They won't go to Taobao for the difference of tens of dollars.

However, payment is still a big problem. Many middle-aged and elderly users will not use Alipay, and their children will not tie bank cards for them to prevent being cheated. Therefore, Xiaobai took his own town as the core and set up several physical stores in surrounding towns. On the one hand, it can be used as a storage transit, on the other hand, it can solve the payment and logistics problems to some extent. Users go to physical stores to pick up goods and pay, which may also promote secondary transactions, while physical stores can basically be self-financing.

The strange phenomenon of consumption in small cities: users are too cheap

Xiaobai's town has no McDonald's, KFC, ZARA, Uniqlo, Carrefour and Wal-Mart. Metersbonwe Bang Wei Bang Wei has become the largest local clothing chain store. On the other hand, advertisements such as iPhone 5S, mobile 4G and smart TV are also common.

"In fact, the consumption level here has come up, but the business environment has not kept up." Xiaobai said, "Without the reference of large chain stores, the pricing of merchants is very arbitrary. Slowly, if consumers accept such pricing, they will feel that it is normal to spend five or six hundred on a pair of shoes and one or two thousand on a coat. "

Xiaobai starts with women's clothes, handbags and cosmetics that she is most familiar with. At first, she chose a product with a lower customer price, thinking that it would sell better, but later she found that many people didn't buy it, and even some buyers said that things were too cheap for fear of poor quality.

"It is cheaper to have customers and Taobao." Xiao Bai said: "In fact, many people here buy things on Kefan and Taobao. These things are very cheap. Finally, they found that the quality was not very good and gradually refused to accept cheap goods, especially shoes and bags. "

So she began to gradually choose products with higher customer price, and the style and quality were improved accordingly. Previously, products with lower customer unit price were still on sale, but the proportion was reduced. Xiaobai said that at the beginning, she set the price range too narrow. In fact, consumers' affordability is very flexible, and there will be demand for dozens to thousands of things.

From radical to calm: talent is the biggest bottleneck.

After registering the company, Xiaobai is no longer lonely. In addition to the physical store staff and the company's financial and administrative staff, she also expanded dozens of agents to forward friends to facilitate transactions and draw commissions.

At the beginning of the business, with the ground activities and the publicity of local media, forums, Weibo and WeChat, and the expansion of agents, the profit suddenly increased from several thousand to tens of thousands per month, and manufacturers began to contact and cooperate directly. Excited Xiaobai feels that if she continues to expand at this rate, she will soon surpass brands such as Handu Yishe.

Therefore, Xiaobai began to plan to expand online and offline. According to the original plan, before the end of 20 13, there will be seven physical stores in Maowuzi, but by the beginning of 20 14, there are still only two physical stores. Income growth has also begun to slow down.

Then the initial extensive operation began to encounter various problems, some shareholders began to lose confidence and quit, and some shareholders withdrew their shares because of differences of opinion. After the order volume increased, the labor cost began to rise. However, Xiao Bai is not worried about these problems. The withdrawal of shareholders did not bring financial pressure to her, and the order volume could be digested by agents. In fact, the real problem she faces is talent.

"Online orders have exceeded half, but there are still many people who want to go offline to see the real thing before deciding whether to buy it. Physical stores must expand, but no one cares. " Xiaobai said, "The same physical store is managed by people who can sell and those who can't, and the turnover can be several times worse."

At the same time, the sales ability of agents is also uneven. You can get a commission of five or six thousand a month, and you can only promote a dozen transactions in another month. Although the expansion of agents has not brought direct costs, intangible management costs are also high. I can't manage that much by myself, but there is no effective person to manage it.

In addition, the cost of CRM*** customer relationship management * * is also rising gradually. Xiaobai realized that to do Internet business, she had to know who the customers were. With the increase of customers, she can't take care of everyone.

"I have been rethinking recently, including categories, sales and management methods, which need to be adjusted. I have many ideas, but I need capable people to implement them. I believe this problem will be solved step by step. " Xiaobai said, "What I want to achieve most now is the WeChat open payment interface, which will definitely lead to the outbreak of WeChat e-commerce."

The first step is to remind: WeChat entrepreneurship also has great risks.

Some people say that the current WeChat startup is just the right time, which sounds right. Now is the best time to start a business on WeChat, but it is hard to say who can succeed through WeChat platform in the end. Not every entrant will succeed, and a stepping stone is needed on the way to success. Most WeChat entrepreneurs will return without success.

The upsurge of WeChat entrepreneurship is inseparable from the support of venture capital, which has blown up one market bubble after another. Now venture capitalists focus on WeChat, and a company has promoted WeChat venture capital with an average of 1 ~ 2 projects in the past 9 months. Many entrepreneurial competitions have many WeChat entrepreneurs. Now when it comes to WeChat entrepreneurship, venture capitalists will pay special attention to their eyes, for fear of missing any potential rich projects. Nowadays, in the eyes of venture capitalists, all they care about is WeChat's dream of making money, regardless of the risk of starting a business on WeChat. Wechat is no better than the Internet, which is public and belongs to Penguin. Penguin's policy can kill the hopes of a group of entrepreneurs.

Wechat doesn't sing to others for free. Wechat's turf horse has the final say, and Zhang Xiaolong has the final say. In the early stage, I prepared to do marketing on WeChat and engage in self-media. After WeChat 5.0 came out, I don't know how many efforts to spend a lot of time before marketing scale will be wiped out in an instant, and the value of being a media will be greatly reduced. This is just WeChat 5.0. When another 6.0, 7.0 and 8.0 come out, a group of entrepreneurs may fall down. Wechat belongs to Tencent, and people have the final say. You can use other people's things for free, and there is no reason not to obey other people's arrangements. Even if you don't accept it, people will ignore you. A companion is like a tiger. If Zhang Xiaolong is unhappy, he changes the rules of the game. He doesn't know how he died, and he has nowhere to argue.

At the end of last year, 1 1, WeChat, which has always declared that it will not be an e-commerce company and will not touch revenue, has quietly launched WeChat "featured products" and it is getting worse. At the same time, many people have actually discovered that the original operation team stationed in the WeChat "featured goods" channel was none other than Tencent's own e-commerce website "Yixun. com". 2065438+February 5, 2003, 65438+2003, Yi Xun. Com released the news, officially launched the "Yi Xun+"strategy, and upgraded the WeChat "selected products" previously operated by Yi Xun Mall to "WeChat Mall". At this point, the prelude to WeChat's involvement in the field of e-commerce officially kicked off. At the same time, not only e-commerce, but also mobile payment, website service, WeChat operation and other fields.

After the second WeChat fire, WeChat marketing began to heat up, but the functions such as "drift bottle" and "people nearby" are more suitable for personal socialization, which is only a small fight for corporate marketing. The launch of WeChat public platform makes the marketing value of WeChat gradually appear, so WeChat public platform has also become the most important platform for enterprise WeChat marketing.

Recently, many friends have asked how WeChat WeChat official account operates through different channels. What are the basic principles and laws of WeChat WeChat official account operation? Now, based on the experience of Xinqiao PR in operating WeChat WeChat official account for more than ten months, I would like to make a systematic review and discuss with you as a unified reply to these friends' inquiries.

First of all, talk about the logic of WeChat marketing.

Enterprises are not recommended to use WeChat as a sales platform. There is no shortage of channels now, and it is easy to open an online shop. What enterprises lack is brand and trust. If users don't accept your brand and don't trust you, your sales will only disgust users.

Enterprises should take WeChat as the brand base, attract more people to become ordinary fans who pay attention to you, and then turn ordinary fans into loyal fans through content and communication. When fans recognize the brand and build trust, they will naturally become your customers.

There is a famous "fish pond theory" in marketing. You can ask Du Niang about the specific content, so I won't go into details here. The WeChat public platform is relative to this fish pond.

These are the logic of WeChat marketing.

Next, let's talk about the basic principles and laws of WeChat WeChat official account operation. Combined with practical experience, we summarized 8 items.

1, content positioning-content is king

The positioning of content should be combined with the characteristics of the enterprise, and at the same time, it should be considered from the perspective of users, rather than just pushing the enterprise's own content. Remember that WeChat is not for enterprises, but for users. Only when you get what users want from your WeChat, will they be more loyal to you and become friends with you, and the following sales will be taken for granted.

Remember, users come for your content and recommend it because they think it is valuable, so content is king.

For the content of WeChat, we have a pattern of "1+X". "1" is the content that best reflects the core value of the account, and "X" represents the diversity of the content, catering to and meeting the needs of users and enhancing the attractiveness of the content.

For example, we operate the official account of Yongzhong Office WeChat, which is a WeChat WeChat official account with the theme of office products. The core content is the use skills of office. Although this part of the content is practical, it is boring, and users are not easy to be interested, so we will add some content that office workers are more interested in, such as small communication in the workplace and small inspiration in life.

2, content push-refuse harassment

At present, most WeChat WeChat official account have the function of sending messages 1 time every day. Many people think it is too little, but I think it is too much. Now each user will subscribe to several accounts, and the pushed information will not be seen at all.

Regarding content push, I mainly talk about two aspects.

① Push frequency: Do not exceed three times a week, too much will disturb users, and the worst consequence may be that users will cancel their attention to you; Of course, too few users will complain that your WeChat is just a decoration and will not get anything from you at all. So this degree must be grasped.

2 Push form: It means that the content is not necessarily illustrated and thematic, but also some short words, and the number of words is generally about one or two hundred words. The key is that the content can arouse readers' thinking, generate ideological sparks and form a good interactive effect. For example, in the WeChat of "Xinqiao Public Relations", we will conduct some small surveys regularly and ask readers for suggestions on content and push time in the form of short words. This effect is very good. In a small survey, we usually receive responses from hundreds of users, which can not only realize interaction, but also better understand users, and users can also see what they want, which should be said to be a win-win result.

3, artificial interaction-communication is the soul.

The essence of WeChat is a communication platform, and communication needs to come and go, so manual interaction is essential.

Thirdly, I am opposed to setting up "automatic message reply", just like automatic chat reply in qq. Annoyed and insincere. If you want to achieve timely manual interaction in the enterprise WeChat WeChat official account, it will be difficult to play WeChat well if you can't do this.

I am more concerned about the manual interaction of WeChat. I often deliberately take the initiative to find the number I care about to interact. If I don't get any reply several times, I will soon cancel my attention.

4. Keyword reply system-rich and easy to search

Wechat has been operating for a long time and has accumulated a lot of materials. Unfortunately, these contents are heavy. It is very necessary to establish a rich and easy-to-find keyword reply system.

This is the first function of the keyword reply system, and the second function is to facilitate users to find what they need and increase interactivity.

At present, each rule of WeChat is preset with 10 keywords, equipped with 5 push contents * * * and random push * * *, but only 60 rules can be set, which means that at most 600 keywords and 300 contents can be set. Although this is far from meeting the personalized needs of a large number of users, it can also produce very good results if used well.

5, from online to offline-it is better to miss each other.

Nowadays, few people mention the offline interaction of WeChat, but in terms of the effect of communication, meeting is obviously the best way, and it is easier to bring feelings closer.

The significance of the combination of online and offline activities is that face-to-face communication is easier to cultivate loyal fans and produce more vivid and grounded content, so that the official WeChat account will be more authentic and friendly.

In addition, the natural growth of WeChat users will be limited, and offline activities are also an important means to increase WeChat users.

6, the stone of other mountains-the opponent is the best teacher

To do WeChat, you must have an open mind. Remember: competitors are the best teachers! Take the initiative to pay attention to competitors' WeChat. If you follow 100 competitors' WeChat, there will be 100 accounts to teach you how to do WeChat marketing well.

In addition, don't sit at home alone and study WeChat marketing. You can also often go to some QQ groups and forums of WeChat marketing to see what everyone is saying. You can learn a lot in the classroom.

7, secondary development-don't be persistent.

The credit card of China Merchants Bank and the WeChat application cases of China Southern Airlines recommended by the homepage of WeChat public platform have undergone a lot of secondary development. The WeChat public platform is connected with the database of enterprises to realize powerful customer service functions, which is also the most imaginative place of WeChat public platform.

There are also many WeChat development platforms that provide third-party development and provide richer applications.

However, back to the essence of WeChat communication, the value of technology is to achieve better communication, and it is very undesirable to develop for the sake of development. Moreover, the functions currently provided by the WeChat public platform can basically meet these needs, and it is easy to add more to the development.

So don't be obsessed with technology and secondary development, do a good job in content and interaction, and then consider customized secondary development as a whole when you have enough user base.

8, your operation-see people for a long time.

Persistence is very important. If you write an article, the readers may not recognize you, but if you write 50 to 100 articles, the readers will definitely recognize you, so persistence is the most important thing. Wechat marketing can't rely on one move, but on investment and execution. Only by persisting for a long time, accumulating experience in practice and cultivating feelings with users can your goal be achieved.

I won't repeat this point.

The WeChat public platform is still constantly improving and changing. It is said that version 5.0 may greatly reduce the push frequency of the enterprise version and bring new challenges to WeChat marketing. However, the essence of WeChat is a communication platform, and communication cannot be separated from content. We believe that WeChat marketing, content is king and communication is the soul. You can't deviate from these two themes at any time when you do WeChat marketing.

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