Weibo fortune: After 90 s, tech male sold cosmetics and earned over yuan in annual revenue

Weibo sentiment on the road to entrepreneurship

The WIS brand was founded in 2011 and its sales volume exceeded 2013 yuan in 0.1 billion. In 2014, its goal was to break through 0.2 billion and sprint to 0.3 billion. In the face of competitors of large bat companies, product testing gave founder Li Wenxiang the confidence to stick to it. Using celebrity endorsements, emotional marketing, and free-of-charge models, a post-90s team created a Xiaomi-style miracle in the cosmetics field with the help of Weibo platforms.

When everyone shouted that Weibo marketing was not so effective, the myth of Weibo marketing becoming rich continued. The WIS brand, which started with acne products, was founded in 2011. In 2013, its sales volume exceeded 0.1 billion yuan. In 2014, its goal was to break through 0.2 billion and sprint to 0.3 billion. Such a post-90s team created a cosmetic field with the help of the Weibo platformXiaomiAlthough they do not have a gorgeous origin, they do not have a proud school background.

By chance, Li Wenxiang obtained the acne product recipe from a friend with 20 years of cosmetic experience. Li Wenxiang, who had experience with acne, was very keen to feel that the opportunity may come.

After a small-scale demographic test, Li Wenxiang decisively established a cosmetics team and launched the WIS brand. Cross-Industry and cross-region, this is actually a great challenge for a young startup team, but Li Wenxiang is firmly promoting the development of WIS, although in the first year of WIS, it was basically a loss, despite the fact that the team is using micro-creative funds to raise WIS, a possible futuristic star.

Li Wenxiang's persistence and confidence come from his confidence in the product test, his own entrepreneurial orientation and decision-making power, and his recognition and perseverance on Weibo.

As a team dominated by tech experts, the marketing of WIS requires some brains from Li Wenxiang. How can a new brand quickly make a sound in the market and shape the brand?

What platforms can be used to quickly spread brands? It is undoubtedly a social platform on Weibo.

(Currently, China's outstanding mobile app component service provider, youpush, provides social networking services for appsShare Components)

Use marketing techniques to the extreme, rather than just give it a taste. Li Wenxiang selected such a marketing rule.

First, we must quickly attract fans and establish a brand. Finding a star is undoubtedly the most common means. Li Wenxiang believes that it is better to focus on Weibo forwarding of a group of stars than to invest resources in a celebrity's expensive advertising endorsement. As a result, the star groups of Hunan weishi happy family became the first experiencers.

With the help of celebrity Weibo forwarding, WIs is a broadcast model, which enables wis to complete the exposure in brand communication, and then it has been used to improve the process from cognition to reinforcement by users, this increases the brand awareness.

Taking Li Weijia's wis image-text microblog as an example, he has read more than 0.24 billion yuan and discussed more than 0.15 million yuan. Among them, Han Geng, Xie Na, He Wei, Li Xiang, and other stars are posting Weibo interactions on the WIS acne effect, the forwarding of these stars has attracted the attention of their fans and has brought a secondary effect to wis. In just three days after Li Weijia's microblog was released, it brought more than 10 thousand followers to wis. It is worth mentioning that the microblog released at the end of 2013 still has fans interacting with me when I write it recently.

Although the word "one arrow and two arrows" is a little mean, it has indeed played an unexpected effect. It has quickly accumulated fans and users for WIS, strengthened brand recognition, and opened up the threshold for entering the market.

Secondly, Li Wenxiang knew the significance of accumulating fans in the initial stage and began to constantly try Weibo commercial products to introduce traffic to wis. WIS is the first batch of weibo fan Tong users after the first quarter of 2000. In, million yuan was invested in Fan Tong every day, bringing an increasing interest of over followers. If this data is refined, the acquisition cost of about 15 yuan is undoubtedly more efficient than the cost of Yuan for e-commerce. You must know that fan Tong is not a fan of force attention, the vast majority of users will pay attention to it only when they are interested. They are real fans and have a strong purchasing tendency.

In the past three years, the number of fans has increased from 0 to 3.5 million. The accumulation of WIS in the early stage can be said to be a "extraordinary path", with a bold enough investment of tens of millions of yuan for fans, it also makes full use of the unique openness and interactive forwarding of the Weibo platform, and uses stars to make the most consistent with the brand's explosive propagation.

Rapid and delicate combination, extreme and flexible coexistence, the routing of the WIS brand this fermentation.

Emotional marketing boosts Weibo operation leverage

How to operate brand Weibo? With the accumulation of mass fans, Wis's official WeChat needs to "keep up with the times ".

After the promotion and enhancement of the brand, Wis began to shift from the "broadcast model" to "close conversation". The anthropomorphic official WeChat was the promoter of this role, the emotional marketing stage is coming.

Li Wenxiang introduced in detail the anthropomorphic Weibo operation of the WIS brand. Through the introduction of the role "xiao xi", the official microblog is vividly played. In addition to the exclusive operation of the zhuyun account, the WIS official micro-matrix makes friends with you in a friendly xiaoxi image. Xiaoxi's emotions are delicate and authentic. She will coquetry, make fun, and be happy. Through the operation of personalized columns such as xiaoxi University Hall and xiaoxi love gossip, WIs is not as strong as many brands, it is a good friend with rich emotions.

The Weibo operation of WIS mission is also very characteristic. The external image of the director of the Mission is huge, joking, and gossip. Both the director and Xiao Xi operate in a anthropomorphic manner, which brings great feedback to fans. Fans in WIS official micro comments formed a good interaction with xiao xi and the head of the team, and constantly deepened their emotions and trust. This effect made the traditional so-called official micro-impossible. Therefore, WIs is a cosmetic brand that truly belongs to young people.

In the past, the brand description relied entirely on the instruction manual, while the WIS product description had its own million-member channel and word-of-mouth communication. The feedback and interaction of details were also answered by xiao xi and the head of the team, if traditional brands and users are separated by N-layer boundaries, Wis gives full play to the social operation advantages of Weibo and serves as a friend directly with consumers.

"We need to reply to our fans within 10 minutes, and this is a hard rule in the Operation." If this is a hard standard for the enterprise, so it is "Sweet Love" for fans. As a result, some employees joke and say that our boss loves his fans more than his employees.

Free Weibo, brand social experience

Foreign media once reported that many young people in Europe and the United States do not want to use P & G's cosmetics. They think this is a brand that their mothers only use. Observe the post-90 s or even 00 s in China, to attract them to stay interested in your brand, you really need to make a full article on the product experience.

Like the "extreme marketing thinking" mentioned above, in experience marketing, Wis's Weibo operation has its own logic: the pursuit of explosive points, not afraid of spending more money, focusing on social experience.

For example, 0.1 million retail products are offered to fans on Weibo for free.

What does 0.1 million retail products mean? The retail price is close to the price of 80 RMB, which is 8 million. If we calculate the logistics cost and the online operation cost of the activity, I am afraid it will exceed 10 million. So what does it bring to WIS for free? A more than 0.2 million increase in fan base for free is explicit data, and the reputation brought to the brand based on this activity is not presented by data; the free fan loyalty, Fan interaction rate, and fan repurchase rate can help WIS improve its products, marketing operations, and fan channels while boosting sales, this large-scale activity is also a stress test on whether the WIS team can continue to grow rapidly.

It is a perfect social experience for brands to activate activities and improve market efficiency in a free mode. On the basis of excellent products, Weibo's social and communication capabilities can quickly reach fans, boosting the growth of potential fans, and the value of social networking has been fully verified. At the same time, in the subconscious of fans, the logic is bound to be formed: Free WIS delivery, unique, absolutely "industry conscience".

Without a doubt, although WIS has made profits and has sold more than million yuan, it is still on its way, and the relationship between WIS and Weibo will continue to be interpreted.

Weibo is the only platform that can make brand noise. Weibo can make noise and make fire. Everyone knows the fire. Although many other platforms know it, they cannot concentrate and efficiently trigger a brand." While vigorously developing the Weibo business, Li Wenxiang showed calm when talking about marketing, "Is there something hot inside? It seems that there are also, but it cannot be said so much ."

For emerging brands, marketing and promotion are no longer difficult, and efficiency is the key. The degree of saturation and competition in the market today makes the promotion efficiency more urgent for them. Therefore, Weibo is still the main position of future social marketing for WIS.

After reading the story of Li Wenxiang WIS, do you find that WIS is very similar to Xiaomi? Both look at and rise to Weibo marketing, and all look at the brand positioning of young people, which is a rising star in the industry. However, there may be some differences. Li Wenxiang is younger than Lei Jun, Lei Jun's Xiaomi is a startup of Gao fushuai, and Li Wenxiang's WIS is a grassroots counterattack.

A 88-Year-Old grassroots man leads a group of 90-year-old friends, earning 0.1 billion RMB in annual revenue in three years without any external investment. Relying on Weibo to create a cosmetics brand for young people, this is definitely a miracle of the grass-roots attack.

 

Youpush (youtui.mobi) is an excellent mobile app component service provider in China. It provides social sharing components,ShareThird-party login components and other integrated component services.

The friend push social sharing component encapsulates interfaces of mainstream social platforms and provides unified calls to applications. developers can add social sharing functions for applications with several lines of code and provide detailed statistical reports, it is also the first to support the function of share, share, and send credits of screenshots, helping users share your applications more conveniently and proactively, and helping applications get more social traffic.

Youpush is a subsidiary of Guangzhou Bizhou Information Technology Co., Ltd. It was formally registered and established in June 2013. It is located in the beautiful Guangzhou University City and entered the new valley of Yangcheng Creative Park, No. 315 Huangpu Avenue, Tianhe District in March 2014.

 

Weibo fortune: After 90 s, tech male sold cosmetics and earned over yuan in annual revenue