To do a good case analysis of WeChat marketing, you need to determine details such as data sources, plan starting points, plan tools, sample tools, and contact methods.

To this end, I have compiled relevant content for everyone, welcome to refer to it.

How does Zhang Yi sell a 1,000 yuan comb using WeChat? "I can receive different flowers every month, and the price will not increase due to holidays. I didn't expect that there is such a reliable store on WeChat." White-collar worker

Xiaoqian is a flower lover, but she recently "abandoned" the flower shop downstairs that she had been patronizing for many years and became a loyal fan of the WeChat flower art official account.

The commercial value of WeChat official accounts is being reflected.

Yesterday, the WeChat team disclosed data from more than 3 years of WeChat operations. Currently, there are more than 10 million WeChat public accounts, 80% of users who have received WeChat red envelopes have become active WeChat payment users, and more than 150,000 offline stores have access to it.

WeChat Pay.

Media e-commerce leader "The Most Stuff" has become a star case in WeChat Qingdao's open class.

"Best Things" insists on recommending only one product from each category.

A reporter from the Beijing Morning Post logged into the official account and found that everything from coffee machines to pencil sharpeners, flip-flops to shampoo, is available.

This public account mainly recommends the world's most extreme products, and will introduce the products in detail in the form of pictures and texts.

If the purchase requires readers to reply with the article serial number, the public account pop-up window will have links to the official website of the product and related domestic e-commerce websites.

The operator of the "Zuidongxi" official account revealed that the number of users of the official account currently exceeds 250,000, 150 single products have been released, and the average monthly sales are 300,000.

Thanks to an article introducing combs, 93 combs priced at a thousand yuan were sold.

According to Zhang Zhuolin, chief operating officer of "Dest Things", the reason why 93 thousand-yuan combs were sold is nothing more than three points: a trustworthy brand sense, useful content that can impress users, and strong conversion. This is also

The most important point.

Opening up the market with the help of "useful" and "most" are the two major pivots for "most things" to open the door to e-commerce on the WeChat public platform.

Complete product transformation through scenario-based marketing In today's global environment, the marketing of combs is actually an attempt by e-commerce.

"With a sense of brand, we must create useful content. In the mobile Internet environment, it is clear that content is king. Every product we choose is useful, and for users, nothing is useful.

They don’t read in depth. Even if they don’t buy, they will definitely collect or share it.” Zhang Zhuolin said, “The most important thing is that useful content needs to be converted. If it is not converted, the entire purchase behavior is meaningless on the mobile Internet.

In this environment, the most important thing for conversion is scenarioization. Scenarioization is very popular now, and scenarioization is mentioned most often in the O2O field. However, in the mobile Internet and self-media environment, scenarioization has two important points.

Important. One is a small scene, and the other is a big scene. The content brings the user into every detail of life, and then the user will generate associations and memories through these details. This kind of thought is the small scene.

Substitution; when users recognize the content, the product, and then the purchase experience, the user will naturally form a memory of purchase and consumption. We think this memory should be the transformation of big products." Zhang Zhuolin believes.

, in the environment of media e-commerce, we must be focused.

"We only take one scoop out of three thousand." Is it important to have more than 100,000 readings? "We have never been able to do it, but we will always go our own way. For example, soap, we launched a unique French soap at the end of last year

Soap costs 280 yuan a piece, which is a conversion rate of about 3%. This kind of conversion rate is what we need to pursue and pay attention to. "Opening up sales channels through social methods" No individual can do without promotion, and our experience is that promotion is inevitable.

"It needs to be situational." Zhang Zhuolin said, "The most suitable way to have a relationship with users is to maintain a sense of distance from them. WeChat has built a good ecological environment for the media.

E-commerce or higher-level e-commerce provides a wider space for development, and scenarioization will become our important converter in the later stage. "In this chain, scenarioization is the converter, media is the foundation of the platform, and e-commerce is the foundation.

It can be seen as an extension of value. Another very important thing is socialization, which will become our ultimate catalyst, and the results may be immeasurable.

Zhang Zhuolin said that the "Destifact" platform has been in operation for one year, has 250,000 users, and has released 150 MVP products with an average monthly sales of 300,000 yuan. It has basically formed a C2B model where users spontaneously organize group purchases.

I am not buying this product. What we do is introduce a high-quality product to everyone. If users are interested, I will tell them all the purchasing information and where to buy it cheaper. Users can also buy it at our

Sign up for a group here. Ten people, five people, or twenty people form a group. "Zuidongxi" will come forward to negotiate with the brand, and the price may be cheaper.

The key is to open up channels in such a way, which is a reverse C2B way.