How to use micro bo let acne cream sold billion

Guide: On Weibo, there is a cosmetics brand impressive, it is WIS, obviously you do not pay attention to it, but Weibo always has its advertising. With the help of microblogging platform marketing, the new Jin brand now has 3.5 million fans
On Weibo, there is a cosmetics brand impressive, it is WIS, obviously you do not pay attention to it, but Weibo always has its ads. With the help of micro-BO platform marketing, the new Jin brand has 3.5 million fans, two years to kill Taobao cosmetics industry in the top 20. How did this happen?

Li Wenxiang, a 88-Year-old boy, was printed on the card--general manager of Guangzhou Screen Bio-Tech Co., Ltd. Mention this, may be very few people familiar with, but if talk about a micro Bo on a cosmetics brand--wis, I believe that a lot of Weibo netizens will not be unfamiliar.

The success of the founders is similar, but the process of entrepreneurship is different. Still remember a class meeting just in college, Li Wenxiang in the campaign Monitor's speech said: "I will form a technical team, graduated with the money to buy a car in college, carrying a diploma home, and then set up the first company." "Of course, the targets mentioned here will be Li Wenxiang in the future."

Brand birth in just two years, with the help of micro-BO platform, WIS become a grassroots star, the current fans have reached level 3.5 million, the operation of the wind. Li Wenxiang Team launched the brand, only acne elimination, with less than 20 kinds of merchandise, all the way into the Taobao cosmetics industry before 20, acne category, one of the annual sales breakthrough billion.

So how does a new brand rise rapidly in just two years?

Cheats one: Focus on trends, find the right position

The accurate positioning of a product, you can bring the product to the right people. WIS positioning precision in "a focus on the problem of young people damaged skin brand", that is, "Young + repair skin." The positioning of the product will also affect the marketing strategy, development concept and so on, WIS because of the precise positioning, only to achieve accurate and marketing.

2011 Graduation, Li Wenxiang on the micro-Bo on the business opportunities, that is, in micro-blog to do the intermediary platform-micro-chong, for a variety of group buying sites, shopping site to do intermediary, connect micro-blog and merchants.

However, such an intermediary platform has always been unable to make Li Wenxiang steadfast, "always feel that there is no foundation on Weibo." Just then, with the help of micro-bo Millet mobile phone success. He realized: "Micro Bo is a suitable brand exposure, suitable for brand recognition, suitable for brand growth platform." "Why not also make a own brand?" So, Li Wenxiang a new entrepreneurial idea.

Do not have a problem to do the brand, that is to do which category? As the first question mark appeared, Li Wenxiang a string of question marks in his mind. "At that time I noticed that Poly-Mei excellent products in micro-blog promotion done very well, at the same time, we have a micro-service customers are also no lack of cosmetics brand, its micro-blog promotion results are also more significant." We also have a large data analysis of Sina Weibo users, compared to other social platforms, young users in Sina Weibo accounted for a considerable proportion, and has a strong internet consumption capacity, these are the depth of cosmetics users. "Through this theory and practice of double research judgment, Li Wenxiang heart of the question mark into the exclamation marks, right!"

Cosmetics as a functional product, there are moisturizing, whitening, sun protection of various functions, for micro-blog brand operation has been relatively familiar with the Li Wenxiang, he knew: a cosmetic brand to be in the micro-blog, must first choose a breakthrough. On this issue, he once again put theory back to reality, combined with his adolescence, because of the annoyance of acne, he will focus on acne elimination.

For this choice, Li Wenxiang also has its own longer-term assumptions: "Weibo is a new form of social networking, which corresponds to the young group, although young people are only more concerned about how to eliminate acne, when the brand to cultivate a group of young fans, they will grow up with a variety of skin care needs of the extension, We can begin to see the direction of this business model. A brand in such a way to intervene in the industry, the imagination behind a considerable space, "so that the 2012 WIS brand on Weibo officially appeared."

Cheats II: Internet thinking to the extreme

"In fact, we don't always think of ourselves as cosmetic companies, including investors asking us, we also say we are the Internet companies, our approach and the way to do it all more biased towards the Internet." "According to Li Wenxiang Introduction, since the positioning of the Internet companies, so whether the operation or marketing to the Internet thinking to achieve the ultimate."

1. Large data mining precision showmanship---early accumulation of large data, as well as the precise delivery of fans

Long before WIS was founded, Li Wenxiang's microblog business had been opened. At that time, he saw a lot of micro-BO platform on the success of large grassroots cases, so, a micro-innovation called micro-Bo marketing intermediary platform was born, this blew up the Li Wenxiang team Micro-bo entrepreneurial horn.

About 2011 years of microblogging has been a social marketing platform can not be ignored, micro-Kai Chong mainly help group purchase website customers and vertical electric business site, such as marketing cooperation. This microblogging marketing experience in the micro-start to bring a relatively stable revenue at the same time, but also for the Li Wenxiang team has accumulated a wealth of data resources and data analysis experience, these data resources closer to the user's consumer behavior, effectively for WIS later product launch laid a solid foundation. It is based on the early accumulation of data and the ability to analyze the team's data analysis, WIS after the introduction of the results of testing, they can through data analysis and tracking the feedback of users to improve their products, improve their marketing operation system.

Prior to the accumulation of large data, let Li Wenxiang more convinced that the value of Internet data for the enterprise, WIS to the use of micro-blogging commercial products become bolder. 2013, Weibo launched a fan, this is a data based on the precise launch of commercial products. As a result, Wis became the first batch of users after the introduction of fans, in 2013, 130,000 yuan a day in fan-Tong, bringing the growing interest of fans more than 2000, and on average less than 15 yuan of fans to get the cost more suitable for long-term Wis.

Li Wenxiang believes that micro-blogging business products based on data analysis of the precise delivery, but also based on the micro-blog information flow design, which has strong social attributes and mobile attributes, more conducive to interaction with fans, especially fans are not forced to pay attention to the fans, the vast majority of interest will be concerned about, is a real fan, with a strong propensity to purchase , fans through the drainage of fans, will become a good social asset Wis.

2. Free suction to enter

To operate a brand on Weibo, fans are the key, and it's difficult and easy to get fans on the Internet. This time, Li Wenxiang borrowed the Internet Free mode, and free is the important spirit of the Internet.

Every year 3.15 consumer Equity Day, many brands are looking forward to ability, WIS but choose this point in micro-blog High-profile attack, play "good products, let users speak" slogan, initiated the forwarding of products to the #wis, to remove printing strength # for the topic, where the forwarding of micro-BO, send WIS dispel printing purification gel One, free of mail, Send 100,000. "100,000 is not a small number, WIS dispel printing purification gel at that time the price of 98 yuan, sent out 100,000 plus free Mail has been tens of millions." "Li Wenxiang explained. The event was launched in less than 12 hours, and Weibo was forwarded more than 100,000 times. Originally set in the last half a month of activities, less than a day of products were robbed. And after the event, WIS official micro fan is soaring to 3 million. This way of marketing tactics, to mobilize the enthusiasm of the fans, for the brand accumulated valuable fan resources.

Homophonic I love you May 20, also become the internet marketing "artificial holiday", this day is also WIS May most important marketing node. WIS this day defined as "520 Greek Powder Festival", the slogan is # to their best #, issued in advance 50 percent, 1 yuan purchase, new product release, forwarding courteous, cash coupons five activity notice. In the micro-boping platform, as a notice of activity, 10,000 WIS Acne Cleanser to forward the topic of the small fans, throughout the event attracted 54,000 times, 14,000 reviews, 2000 times praise. To May 20 the day, #WIS希粉节 # topic more directly caused by 210 million topic reading, 196 seconds of broken million forwarding, ranked in the period of Sina Weibo topic first. In fact, the whole of the activities of the festival is not so strange, but once grafted in WIS early accumulation of huge fan group and its good at the promotion of means, the instant eruption of a strong transmission effect. When the user participation degree, the product is popular, the brand spreads several factors simultaneously to have, the microblog marketing value only then manifests effectively.

For many small and medium-sized brands, because of the cost of the reasons, dare not easily try free mode, but WIS "teeth" persisted. Through several large-scale "free to send" activities, Wis realized the effective accumulation and precipitation of the users, and laid a good foundation for the later service fans. WIS's official microblog now sits on 3.5 million of fans and is among the highest in the cosmetics industry. Based on this huge group of fans, now WIS any small planning activities can trigger a hundreds of thousands of-level daily sales growth.

3. Celebrity Vitalize

"The message from the former star is hard to reach up to the fans and must pass through the traditional media such as television, magazines and newspapers." And now it's completely different, as long as the star is willing to send a word, a video on Weibo, all of her fans can receive it at the first time. "Li Wenxiang thinks, now the star grasps own fan channel, the star has the speech right, along with the new media development, the star to the fan resource mobilization must have the flexibility." In other words, the social platform that represents the latest development of the Internet can effectively amplify the celebrity, and it will make the cooperation between enterprises and stars more effective chemical effect.

On May 20, "Greek Powder Festival", "50 percent" activities are mainly aimed at WIS dispel printing purification gel, after folding 68 yuan Price is also the lowest price in history, this is their main push a star single product. Such a star product promotion, Li Wenxiang also chose Weibo on the "star effect", let Big V for its microblog on the "endorsement", a lot of stars such as Li, Han Geng, happy family and so on Weibo on this product was recommended.

Why use the star effect? Li Wenxiang said: "Because Weibo is a ' noisy ' platform, we want to detonate the brand, we need to boil the water enough to boil, celebrity recommendations like a fire boil, micro-blog stars are not a person in the fight, a large number of fans so that each star account has a natural marketing attributes, Jiong, Xie Na, Han Geng and so on have 40 million or 50 million level of fans, which means for brand promotion? Vitalize, the brand is easy to achieve popularity. ”

Cheats three: Play to the fans economic precipitation social assets

Driven by the idea of the Internet, WIS completed the original brand accumulation, while in Li Wenxiang's heart There are more difficult problems waiting for him-how to operate the brand? How to "Activate" The fan group, with the fans to form a benign interaction? Otherwise, fans are just a number symbol, meaningless.

By working with stars, Li Wenxiang not only sees the marketing value of stars in social media, but also insights into a new economic form-the fan economy. Celebrities can discard traditional channels and connect with their fans through social media, so why can't brands? Along this line of thinking, Li Wenxiang seems to have found the key to maintain brand operations, operating the brand is actually the operation of fans, because fans are brand channel.

Inspired by the fan economy, Li Wenxiang decided to land the "fan economy" as a "fan service".

"I think of my youth acne years, that would be if a person to understand skin care knowledge, but also to give me professional advice and guidance methods, may be less bothered." In the final analysis, as a acne products, connecting products and users should be between users. "Li Wenxiang said.

So, WIS or selected young people to use the most micro-Bo platform, the use of fan-Tong, Brand Express and other micro-blogging tools as a communication channel, the introduction of WIS fan group, personification of the image of the little Greek, in micro Bo and fans to maintain high interaction.

It can be said that WIS in the micro-blogging operations team is a full effort to professional training for the team, in addition to the fans of the service training and skin care expertise training. There is a hard rule within its operations that it must respond to fans within 10 minutes. In addition to a high level of interaction with the fans on the official micro-#wis, there are also topics such as "#" and "Micro Doctor #", mainly to teach some skin care knowledge, and to answer the skin problems of the fans.

It is not difficult to find, whether it is letters reply, or topic discussion, WIS and fan interaction is largely based on the micro-blogging platform characteristics, social networking makes point-to-point direct docking, openness makes the brand and fans, fans and fans of the discussion possible. In Li Wenxiang's view, this may be the advantage of Weibo, and other social platforms are hard to do.

"We need to help users solve more in-depth problems, just need to know their situation and then tell them how to use it and find a better way to do it, so this year we're going to focus on how to serve each and every fan deeply, and how to meet the different needs of the fans through the letters function of the microblogging fan service product. "In concrete practice, WIS has a direct relationship with fans to promote sales through Weibo and, at the same time, it provides a new operational platform to help WIS with asset precipitation through the microblogging information flow advertising product, because it can trigger discussions, aggregate fans, and ultimately lead to consumer action. Li Wenxiang talked.

By maintaining a high interaction between Weibo and fans, WIS strives to respond to every comment as much as possible every day, forming a powerful fan group and producing a lot of iron powder. At the same time, with the help of micro-blog information flow advertising products, WIS targeted for specific user groups, targeted exposure effects and traditional advertising results compared to the different.

The characteristics of "viewpoint" internet brand

In the interview, Li Wenxiang has been stressing that WIS is not a skincare brand, but an internet brand.

"The first one from the company's architecture, because of the emphasis on fan service, the operating department accounts for half of all our staff, followed by the technology department, which may also be related to our team to do the technical background, we do large activities every time the investment is very large, it may seem very risky outside, but in the background is the early modeling, to get the data, We will know what effect it will bring if we invest the money. Including our product thinking angle, iterative approach, the way to accumulate fans, are from the internet thinking. ”

In the interview, when the reporter asked if he was worried about the WIS product formula was processed party misappropriation, Li Wenxiang's answer is very easy: "Steal what?" The problem is that he can't sell it. First, the change of packaging does not have brand recognition, the second channel is our fans, this model is not stolen. Perhaps, this is the cosmetics brand and the Internet brand is a difference.

Advice to small and medium entrepreneurs

First of all, we must adhere to innovation, social media is still in the development period, many innovative ideas to be excavated, as long as the good excavation, is an upgrade, an innovation. For example, my own advertising practice, every time is "ruthless" cast, that is, I want to make this innovation to the extreme, so that others can not replicate, which is also a feature of our company. For example, I once found that this is a good idea, and the data performance, transformation is good, I will be a moment to "do", so that other people in the market is difficult to do. In addition, for some business tools, look at the direction of the bold use.

Second, I want to emphasize is the fan precipitation, must first understand a concept, once someone becomes your fan, then ensure that there are continuous channels to reach fans, to ensure that the heart service, such fans are effective fans. If it is another way to advertise, advertising is time-sensitive, and once precipitated a fan, as long as the intention to cultivate, the effect is sustainable. So, slowly accumulate your user fans, not afraid of business will not slowly become better. This channel is in the hands of the entrepreneur, and you can use it or not, service is good or bad. I believe that because of the multitude of social media, such as micro-blogging platform or to create opportunities for entrepreneurs, after all, their mastery of the channel is easier than ever to achieve.