One:
Wechat marketing case: chestnut rice, grass eggs and fruit
Wechat sells chestnut rice and earns 2 million yuan in three months.
On 20 13 1 February1day, an "angry bird" at the Shanghai International Marathon attracted a lot of attention. This "bird" is really a rich army selling chestnuts and rice on WeChat. Fujun joked with his wife about selling rice in 20 13, and then began to give rice to WeChat friends, creating a basic reputation for his rice marketing.
Any WeChat marketing needs two basic conditions, one is a sufficient number of friends, and the other is a close relationship with WeChat friends. Fujun increased his WeChat friends through various activities. In order to keep close relationship with these friends, Fujun updated 6 messages in the circle of friends on average every week and planned an offline activity with good results.
Although he has never planned brand marketing, Fujun knows the nature of the Internet very well, and an event marketing will bring explosive effect, so the "Angry Birds" with rice bags and QR codes on their backs made their debut at the Shanghai Marathon.
Fujun Limi's WeChat marketing was successful. By the end of 20 1310/he counted 200 subscribers and sold 2 million rice, all of which came from 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 in 20 13 and returned to his hometown to contract a mountain and raise chickens. Previously, Yoda's sister had been engaged in 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, Yoda is responsible for the new channel development of WeChat and Weibo direct sales.
Through online direct sales, Yoda's account "exchanged powder" with many friends. The display of online farms and feeding processes attracted many citizens to order online. After receiving the order, Yoda delivered it directly to the door. At present, Yoda has accumulated more than 2,000 stable fans.
Yoda sells eggs at a price of1.One in 5 yuan. After 9 months of online trading, Yoda has sold 30,000 grass eggs successively, achieving his original preset goal for himself.
"Fruit Brother" earns 40,000 yuan a month with WeChat.
Xu Yi is a college student in Shijiazhuang University 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 the accidental experience of delivering breakfast to his girlfriend. "Shijingyuan has * * * students 1.7 million, including more than 6,000 girls." Xu Yi stressed: 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 selling fruit.
At the beginning of the business, Xu Yi's business of "excellent fresh fruit and fresh fruit" was not easy to do, and she often waited for a day to get an order of several yuan. As mentioned above, one of the basic conditions of WeChat marketing is to have enough friends. Xu Yi and his classmates use the method of "sweeping the building" to increase friends: send printed marketing leaflets and advertising brochures to the teaching building, canteen and dormitory of the school; Play the publicity short film of "You Guo Ni" in each classroom during recess 10 minute ... After three months of "sweeping the building", the number of people who pay attention to You Guo Ni reached 4,920, and most of these users were Xu Yi's classmates. In view of this, Xu Yi often launched personalized products, including "postgraduate entrance examination package", "couple package" and "local tyrant package" composed of various fruits frequently.
So far, "Fruit Brother" has achieved an income of 40,000/month.
summary
Wechat has become a magic weapon of marketing in all walks of life. This article would like to choose three cases that are currently in a successful state to share with you as a reference. Through three or several cases, Pintu. 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 push of product information may bring negative effects to marketing. In the marketing process, maintaining the relationship with friends is the most important thing.
Two:
Wechat WeChat official account brush reading volume? 60 yuan buys ten thousand readings.
In recent years, with the rise of WeChat WeChat official account, the page views of many WeChat WeChat official account have reached more than100000. What kind of content can easily get more than100000 clicks? What's the secret behind this number? 100000+users, and what kind of market effect has it brought to these WeChat WeChat official account? Recently, the reporter of Chutian Gold News investigated this.
■ Normal means
Pull people with prizes
High-quality content attracts attention
"There are tens of thousands of WeChat official account fans we are currently operating. The first 10,000 people were exchanged for 10,000 bottles of Coke in colleges and universities." Han Qing, the head of a cultural company in Wuchang, has a lot of experience about the drainage of WeChat WeChat official account. Their WeChat official account on culture is running very well at present.
Han Qing told reporters that when the company started to build the platform, it paid great attention to offline activities. At that time, he directly bought 10,000 bottles of coke into colleges and universities, and students could get a bottle of coke by adding the WeChat official account. At that time, the effect was obvious, and 10,000 bottles of coke brushed 10,000 fans. In addition, Han Qing's strategy was to go to colleges and universities to sponsor some activities to suck powder. In addition, Han Qing will also use red envelopes and gifts in the WeChat group to retain and manage his fans.
Compared with using prizes to suck powder, some WeChat official account still rely on primitive accumulation, such as "Leng Tu" and a number of tubas. They have accumulated primitive users on Weibo in the early days, and they are called grassroots Weibo representatives. After operating micro-signals, they can quickly build their own platforms into100,000+traffic kings on WeChat.
In fact, the reason why these grassroots Weibo kings can also use WeChat to retain users is mainly because of high-quality content, such as "papi sauce", which has recently become popular on the Internet. With its high-quality and stable output content, it has rapidly grown into a rare tens of millions of fan platforms in the WeChat community.
Hook people with words
The "Title Party" was frequently selected.
As for how to make attractive content, the reporter found that almost all WeChat official account will become the "title party". For example, "Heaven and Earth" that you have never seen before is a landscape; "All kinds of postures, look quickly! "Open a look is to teach you to dump the library; "A woman does it once in the morning, and something magical happens." At first glance, it is aerobics.
In addition to the title "Gouren", JUNG WOO, an insider, told reporters that the release time of the article also had a great impact on traffic. The reporter randomly added a few large-sized articles with reading volume100000+.In WeChat official account, news and current affairs, articles are usually released in the morning, such as WeChat official account's "Luo Ji Thinking". They usually release articles around 6 am, and the reading volume of news and current affairs is relatively large, while professional WeChat official account articles or other WeChat official account articles are mostly released around 5 pm to 7 pm, during which the reading volume is relatively large.
■ Extraordinary operation
On Taobao, 60 yuan bought ten thousand readings.
Although the number of fans can be gradually accumulated through many normal channels, the reporter found that some100,000+readings were obviously wet. For example, a hot spot in WeChat official account recently posted a hard and wide content, and the result showed that the traffic reached100000+in less than an hour. In this regard, Zheng Yu told the story: this is actually not difficult. An article may cost tens of yuan to more than one hundred yuan, and the reading volume can easily break through ten thousand.
Under the guidance of JUNG WOO, the reporter entered the keyword "reading volume" on Taobao, and searched out nearly 3,000 products related to WeChat, Weibo, blog fans and reading volume. Among them, a seller who does WeChat reading has sold more than one million goods this month. After inquiry, the reporter found that the current market is tens of dollars to buy more than 10 thousand traffic. The reporter randomly turned over several buyers' opinions, and everyone was satisfied with the purchase flow: "It was really great, and I reached the number I wanted in less than five minutes." "I took 100 fans, and actually arrived at 130, and all of them had images."
Subsequently, the reporter contacted a seller at random, saying that he wanted to brush the reading volume. The other party's offer was 10,000 in 60 yuan, and there were discounts for large quantities. The reporter asked if brushing WeChat powder would cause the platform to seal the account. The staff of the store replied: "It's very safe. I have brushed so much, and I haven't heard of any WeChat official account being shut down because of the amount of reading."
According to the reporter's rough calculation, according to the price on Taobao, the general reading volume of "100,000+"can be fixed by several hundred to 1,000 yuan.
In the middle of the night, the "network water army" came to brush the bill.
The reporter learned that buying reading at a certain price, that is, the usual way of brushing information, is too simple and rude, and it is usually operated for the convenience of receiving advertisements or completing Party A's indicators. This method is more common in marketing numbers, and it is more to give advertisers a good-looking information. However, if it is brushed too much, it will be easily found by Party A.. However, it is difficult to be recognized by the platform operator by brushing the bill.
According to an industry insider, it is not a technical problem to brush the reading volume of WeChat WeChat official account. As long as you understand the corresponding programming, the software for brushing the reading volume can be made in a few minutes. Use software to generate different IP to click on the article page, so as to achieve the purpose of brushing the reading volume.
Under the recommendation of JUNG WOO, the reporter interviewed a "network water army" in the form of the Internet. The other party told the reporter that in fact, he didn't make much money, and most of the money was earned by the platform. For safety, the general work of brushing traffic was carried out in the early hours of the morning. "It may be detected by the platform during the day. In order to ensure that the title is not sealed, it has to be carried out at night, and the work is very hard."
An insider told a reporter a joke that happened recently in Wuhan: a public relations company entrusted a media operator to release the analysis manuscripts of the real estate industry, but was worried that the traffic from the media was not enough. In order to make Party A more satisfied, the people of the public relations company privately arranged to brush the traffic. As a result, in the end, the total reading volume of * * *100,000+reached 10,000, and it was evenly distributed, with one like for every ten readings, which made Party A suspicious.
■ Behind the interests
Big data brings a lot of money
The price of each advertisement for local large size is 20 thousand to 30 thousand
1100,000+is the pursuit of many WeChat official account teams, and these extreme traffic not only attracted considerable advertising revenue for these WeChat official account, but also attracted by venture capitalists.
The reporter learned that from last year to this year, many WeChat official account were favored by venture capitalists: Luo Zhenyu's "Luo Ji Thinking" completed the B round of financing on 20 151October 20, with a valuation of1320 million RMB; WeChat official account "Yitiao", a video category, completed the A round of financing in 20 14 1 month. At that time, it was valued at tens of millions of dollars, but now it has completed the B round of financing, with the financing amount reaching 10 million dollars, and the valuation after financing reached/kloc-0 billion dollars.
In addition to venture capital, advertising revenue is also an important source of these WeChat official account's survival. Miss Qu, the head of a public relations company in Shanghai, told reporters that because of the frequent release of WeChat WeChat official account to customers, the public relations company is actually very clear about the real market in WeChat official account, and WeChat official account with tens of thousands of real active fans is quite good. If there are more than100000 fans, it will be awesome, and the advertising quotation will also rise: generally, this kind of headline push advertisement in WeChat official account is 30,000 yuan. "In fact, there are ways to judge WeChat official account's real reading volume. Look at the comments in the back. Generally, the traffic is brushed out, and the number of comments is particularly small."
The reporter then learned that at present, the price of pushing an advertisement in Wuhan is as high as 20,000 to 30,000 yuan.
■ Expert opinion
Brush information promotion is tantamount to false propaganda.
Fei Xianzheng, an associate professor in the Department of Marketing Management, School of Business Administration, Zhongnan University of Economics and Law, believes that from the marketing point of view, with traffic, sufficient information may be generated, resulting in consumption insight, that is, traffic realization. This situation is understandable in itself, but the traffic bought is not of great value, and may simply be a kind of information to attract capital and market. But in fact, capital is not stupid, and there is still a certain identification mechanism for the brushed traffic. Professor Fei suggested that for WeChat official account, it is an efficient way to attract and retain its own users more effectively, so that customers can have a higher experience, so that WeChat official account can have a longer-term investment value.
Lawyer Wang Xu of Wuhan Zunerguang Law Firm believes that the reading volume of WeChat WeChat official account is mainly through software operation, not real reading volume, and marketing promotion by this means is tantamount to false propaganda. However, there is no special legal regulation on this kind of Internet problem in China. Here, we hope to introduce an industry system with the help of WeChat operators, punish unethical behaviors such as false reading, strengthen industry self-discipline, and hope that relevant laws will be promulgated as soon as possible, and at the same time, the public needs to improve their discriminating ability to create a civilized and harmonious network environment.