From 0 to 300 million, cosmetics industry millet in Weibo reverse attack

Wen/Yinore (micro-signal: Yibeichen)

The company team 100 people, 2013 gross income 100 million, 2014 estimated gross income 300 million, all the way into the top 20 Taobao cosmetics industry. The four founders, led by Li Wenxiang, were strangers in the 88, from the university during the micro-Bo intermediary platform to start the formal creation of the WIS brand, they have a micro-blogging social platform as their base, in the changing business world for their own place to win.

I'm not good at depicting legends, it's for the dead. But such legends are unfolding every day in the internet age, and we can't help but wonder what kind of force it is for a few 20-somethings to take on such shocking scale and growth in a few short years?

The answer is: fan economy, homeopathy and for!

Fujian, Zhejiang, Guangdong and the Sea, the open vision and turbulent business wave casting a unique local business civilization. This area of young people dare to fight, relying on a developed commodity economy environment. A group of young entrepreneurs have sprung up. But in the 90 's or the first decade of 21st century, even in the most economically active Pearl River delta, no one dared predict that several graduating freshmen could create 300 million-scale businesses in just 4 years.

And in the Internet age these once did not dare to tilt the height of one by one was realized. Fulfilled the most vulgar old saying: how bold people, how much production!

The stone of his mountain can attack Jade. It can be said that a generation of young people at the beginning of the 88 and 90, with the growth of the internet age, experience will leave traces, and the internet for these young people is more than experience? Life is more! Sitting on a huge tuyere, homeopathy and to start a business, and meet all the basic conditions, almost all successful entrepreneurs consciously or unconsciously follow a rule!

The law is mysterious and powerful, but he is the biggest driver behind the young people!

What is the rule? is: The fans of the economy!

On Weibo social platform, WIS the fan economy, relying on not only their own excellent products, but really touch the pulse of the needs of fans, give them what they want, even to their unexpected service. With young people, WIS's team really knows the hearts of fans.

WIS's official microblog has nearly 3.5 million fans, and Xie, Vega and Jiong are frequent WIS on Twitter. WIS any small planning event can trigger a crowd of fans, which leads to a hundreds of thousands of-level daily sales increase.

Millet inside a word: "Fans are friends, not God, nor tools." "The phrase was interpreted by WIS, from 0 fans to tens of thousands of fans to millions, only in a year's time, and the WIS people can guarantee that their fans are barely watered." WIS's operating lineup on the microblogging platform is even bigger: one of the microblogging "#WIS希粉节 # Give yourself the best! "Forwarding award-winning activities promised to send out 10,000 wis Acne cleansing gel, during the entire event attracted 54,000 times forwarding, 14,000 reviews, 2000 times point praise." To this year's #wis of the topic more directly led to 210 million topic reading number, 196 seconds of broken million forwarding, ranked in that period Sina Weibo topic first.

Free to send a large cost input feedback, grafted to WIS early accumulation of large fan groups, the instant eruption of a strong transmission effect. When the user participation degree and the product popularity and the brand dissemination all have, the market success also is ripe.

The layman sees the lively, the expert sees the doorway. The image of the data can only explain a part of the problem, the core is how to achieve these numbers?

What kind of team, organizational structure, team concept to support the completion of such a social behavior!

WIS from the outset was an internet company rather than a cosmetic company. In the company's 100-person team, the staff responsible for fan interaction accounted for more than half.

"Any one of our employees uphold the belief of the supremacy of fans, the boss of the enthusiasm of the fans more like the chicken blood, often to the fans to send welfare products, are fast to love fans more than the degree of love staff." "Mr. Y is joking," WIS every employee is to be trained, especially on the high level of recognition and service of fans, we hope that fans can see WIS professional, but also hope WIS fans love and intentions. ”

"WIS in the micro-blogging operations team is a full effort to professional training for the team, in addition to the fan 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. Today WIS's confidence is a big part of the reason for the enthusiastic support of fans. ”

"The humanization of Enterprise Weibo gives fans a strong sense of WIS, and this mutual recognition makes the brand more popular and the relationship between the brand and the fans grows deeper." It is in this way, WIS can be unique to further. "The emergence of social platforms such as Weibo gives a link between these brands and their fans, by focusing on the way they connect, settling fans and boosting their fans ' experiences with services."

The 2013 end of the year probably on the microblog put on one to 20 million per month. Li Wenxiang always thinks that Weibo is the only platform that can make a brand why do you say that, micro Bo can make, can fire, everyone knows fire, micro-letter Although many people know but also not necessarily know it is very fire, because it does not show the dominant forwarding, no dominant comments present, May micro-trust a small thing in the circle of friends very fire, You people will feel very hot, but the micro-Bo fire, is really the public know. I think a lot of people will be recognized, QQ space can not do so, QQ space did not forward such a function, nor so open, nor so open to do, and then Baidu Bar can not.

In short, Weibo is the most powerful, efficient, and direct place that WIS can accumulate its own fans.

Li Wenxiang Introduction, since the creation of the brand, WIS has been trying to launch a micro-Bo commercial products, the second half of 2014 just launched the brand Courier also did the launch, and micro-task and fan Tong has been his view of the largest audience, the best results of the official products.

"Fans of this product in the advertising core properties of the premise, the micro-bo" social "and" mobile "play the most incisively. "Since the first quarter of 2013 fan access to the online, WIS has become a micro-blog to use the brand, throughout the 1-year period, WIS only in the input of fans to tens of millions of levels, the number of new fans can reach about 2000 per day." If you help WIS calculate a sum, each fan's acquisition cost is roughly 13.5 yuan. The point is that fans are not the followers of mandatory attention, the vast majority of fans interested to pay attention to, is a real fan, with a strong purchase possibility. According to industry-related data, most of the General Electric operators to obtain users of the cost of dozens of yuan, individual sites even more than 100 yuan.

Of course, WIS as a grassroots entrepreneurial brand, ROI for the entire enterprise may need a phase in the early stage of a near-crazy "expansion", but only the investment of silver is not all. "Through the efficient product tools such as vermicelli and micro-task, WIS achieved a precise touch to the target users and gained the rapid accumulation of the fans." And through uninterrupted interaction WIS to cultivate the fans ' understanding and loyalty to the brand. Lei repeatedly stressed that as long as the station in the Tuyere pigs can fly up. And WIS's success is also conveying the message: micro-blog on whether the individual or small and medium-sized businesses, in micro-blogging as long as there are ideas, with the micro-bo social and business ecology of the increasingly perfect, not only corporate brands with the spread of Word-of-mouth will be ripening, but also to the social assets of the transformation is at any time to provide the possibility Micro-Blog provides a link between the innate links between enterprises and fans of the platform, Millet can play to micro-BO fan economy, Wis in their own way to do, then other brands?

Future entrepreneurs, regardless of any business, must think deep into the marrow of their fans.

Future companies will not have consumer goods companies, retail companies, manufacturing companies, internet companies

Only-companies with fans and no fans.

Fans are king, Social is king.

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Author: Yinore, founder of small-Easy technology, independent consultant, columnist, science and technology from the media.

Spy on the future, firmly believe the power of connection!

Micro-Credit public number: Yinore