1. What is WeChat WeChat? WeChat is a mobile phone chat software launched by Tencent on October 21, 2111, which can quickly send voice messages, videos, pictures and texts through the network and support multi-group chat. Users can communicate with their friends through WeChat in a richer form, similar to SMS and MMS. Wechat software itself is completely free, and there is no charge for using any function. The Internet traffic fee generated during Wechat is charged by the network operator. On September 7, 2112, the registered users of WeChat exceeded 211 million. Wechat supports different versions of mobile phone software, such as iPhone version, Android version and Saipan system. Second, the function of WeChat WeChat supports sending voice, text and pictures, supporting single-person and multi-group chat, and supporting multiple types of mobile phones to send and receive messages. Third, WeChat marketing model (1) Grassroots advertising style-viewing people nearby 1. Product description Signature column is a major feature of Tencent products. Users can update their status in the signature column at any time, and naturally they can enter mandatory advertisements, but only users' contacts or friends can see it. The LBS-based function plug-in "View Nearby People" in WeChat can make more strangers see this compulsory advertisement. 2. Function mode After clicking "View People Nearby", users can find the surrounding micro-advocacy network users according to their geographical location. In these nearby WeChat users, in addition to displaying basic information such as the user's name, the contents of the user's signature file will also be displayed, so users can use this free advertising space to advertise their products. 3. Marketing methods Catering companies can run WeChat 24 hours in the background in the most crowded places. If there are enough users of "View People Nearby", the advertising effect will be good. With the increase in the number of WeChat users, this simple signature bar may become a mobile "golden advertising space". (2) Brand activity-drift bottle 1. Product description The drift bottle is an application transplanted to QQ mailbox, which is widely praised on computers, and many users like this simple way of interacting with strangers. After transplanting to WeChat, the function of the drift bottle basically retains the original simple and easy-to-use style. 2. Function mode The drift bottle has the following two simple functions. (1) "Throw one". Users can choose to post voice or text and then throw it into the sea. If other users "catch" it, they can start a conversation. (2) "Pick one". After "fishing" the bottles put by countless users in the sea, they can also start a dialogue with each other, but each user only has 21 opportunities every day. 3. Marketing method WeChat official can change the parameters of drift bottles, which will greatly increase the number of "drift bottles" thrown by catering enterprises in a certain period of time, and the frequency of "fishing" by ordinary users will also increase. The "drift bottle" mode itself can send different text contents and even voice games, etc. If it is properly marketed, it can also produce good marketing effects. (3) 121 discount-QRCode scanning 1. Product description "Scan QR code" is a function of "referencing" another foreign social tool "LINE", which is used to scan and identify another user's QR code to add friends. Since the development of QR code, it has been used for more and more commercial purposes, so WeChat has followed the trend and launched commercial activities in combination with O21. 2. Function mode Put the QR code pattern in the frame, and WeChat will let consumers find the QR code of friends' catering enterprises, and then consumers will get discounts for members and merchants. 3. Marketing method Adding QR code scanning to mobile applications, and then providing users with merchant discounts and concessions, this 121 method has long been popular. (4) Social sharing-open platform+circle of friends 1. Product Description WeChat open platform is a new function launched by WeChat version 4.1. Application developers can access third-party applications through WeChat open interface, and can also put the LOGO of the application in the WeChat attachment column, so that WeChat users can conveniently call third-party applications for content selection and sharing during the conversation. 2. Social sharing of functional mode has always been a hot topic in e-commerce. On the mobile Internet, taking the partners announced by Tencent as an example, users spread the products on a beautiful story one by one through WeChat, achieving the most direct word-of-mouth marketing on social media. 3. Marketing Mode In addition to the asynchronous communication function, the opening of the new function "Friends Circle" in version 4.1 provides the best channel for shared word-of-mouth marketing. Wechat users can quickly share the wonderful content in mobile phone applications, PC clients and websites to their circle of friends, and support the opening of web links. (V) Interactive marketing-WeChat public platform 1. Product description For mass media, stars and enterprises, if the social sharing function of the reform and opening platform+circle of friends is open, WeChat has become a marketing channel that cannot be ignored on the mobile Internet, then the launch of WeChat public platform will make this marketing channel more detailed and direct. 2. Function mode Through one-to-one attention and push, the public platform can push news information, product news, latest activities and other news to fans, and even complete functions including consultation and customer service, and become a competent CRM system. It can be said that the launch of WeChat public platform directly refers to Weibo's authenticated account, providing a mobile website based on over 111 million WeChat users. 3. Marketing Method: By publishing WeChat official account QR code, WeChat users can subscribe to public platform accounts at will, and then through user grouping and geographical control, the platform can realize accurate message push and direct at the target users, and then realize the viral spread of the brand with the help of personal attention pages and friends circle. Fourth, catering enterprises WeChat marketing How should catering enterprises use WeChat to carry out marketing? What details should be paid attention to in the actual operation? (1) The main official large-size and small-size boost powder. Many catering companies use small-size when trying to do WeChat marketing, modify the signature as a slogan, and then find ways for people nearby to promote it. As a new marketing method, catering enterprises can use WeChat to build their own brands and CRM (Customer Relationship Management). Therefore, catering enterprises can register public accounts and apply for certification after the number of fans reaches 511, which is more conducive to the brand building of catering enterprises, convenient for merchants to push information and answer consumers' questions, and more importantly, they can build a free ordering platform. The trumpet can actively seek nearby consumers to push the large-sized powder-attracting information, so as to import fans into the large-sized one for unified management. (2) Building a brand public account When registering a public account, you must first have a QQ number and then register. After applying for a public account, change the avatar of the public account on the setup page. It is recommended to change it into a signboard or LOGO of a restaurant enterprise store, the size of which is subject to normal recognition without deformation. In addition, the WeChat user information is used to fill in the relevant introduction of the store, and the addition of reply settings can be divided into three types: added automatic reply, user message reply and customized reply, and catering enterprises can add according to their own needs. Special note: catering enterprises can make an arrangement table with the information sent in groups every day, and prepare text materials and picture materials. Generally, the information pushed can be the latest food recommendation, food culture and discounts. (3) Physical storefront synchronous marketing The storefront of catering enterprises is also an important venue to give full play to the marketing advantages of WeChat. Add a QR code to the menu design and use membership or preferential ways to encourage customers to use mobile phones to scan. This method can not only increase accurate fans for public accounts, but also accumulate a large number of actual consumer groups, which is very important for the smooth development of WeChat marketing in the later period. All promotional materials that can be used in the storefront can be attached with QR codes, and of course, X-frames, posters, DM flyers and other materials can be independently produced for publicity. (4) Attracting consumers to participate in WeChat marketing with activities is a common way to attract target consumers to participate in activities, so as to achieve the expected promotion purpose. Take the check-in discount activity as an example, catering enterprises only need to make posters and exhibition stands with QR codes and micro-signals, and allocate special marketers to guide consumers to scan QR codes with their mobile phones. Consumers can receive a confirmation message by scanning the QR code and paying attention to the merchant's public account. Before that, the merchant needs to set the automatic reply to be added in advance, and enjoy the discount when paying the bill with the information.