Micro-BO Electric dealers First Test water, millet benefited greatly

Sina Weibo before and after the listing, commercial attempts have been challenging, even if Ali shares, micro-bo payment through, "micro-bo Electric dealers" try to be in the state of low debugging water.

May 8 Noon 12 o'clock, the Millet router microblogging session, in 95 seconds, 5000 unit price 699 yuan Millet router sold out. In the 3 days from the activity preheating to the sale, the total has more than 440,000 people to participate in the micro-blog appointment, the activity Micro-blog forwarding more than 460,000 times, the total exposure over 30 million times. This is Sina Weibo after the listing, the first real significance to the scale of closed-loop electric test water, its information flow, payment flow in the micro-Bo platform to complete the transfer. The case also amply proves that the value of Sina Weibo as a platform for social electric business is far undervalued.

Before this, many businesses know that Sina Weibo "can sell goods", but the focus of operations is still topic marketing or event marketing, as well as the flow of traffic to their own official website.

It's like a little white rabbit going fishing, the first day, nothing, the next day, it went fishing, or so, the third day, it just put on the boom, a big fish jumped out of the river, shouting: "If you dare to use carrots as bait, I will waste you." "--many businesses give what they want, not what the user wants, and why they catch the fish you want."

In other words, social-electric operators based on microblogging platforms, from "can sell" to "worthy to sell", seem to have lacked the brand flagship store for the tipping trend.

Millet only prepared 5000 routers this time, but the spread and transformation effect is very good, this confirms a feasibility: on Sina Weibo platform closed-loop marketing and trading reached, will become a normal operation behavior, and with the topic of marketing, fan management form a combination.

According to this logic, in micro-BO Electronic Business in the incubation of some "millet flagship store", is not impossible. Of course, also need to the Millet micro-Bo sell the operation of the new game to do some analysis:

The first is WYSIWYG, to "short chain electric Quotient" or "the shortest purchase power" to enhance the conversion efficiency.

High jump has always been the enemy of the electric business, every time a click, it means a group of users and business loss. All the electric dealers are trying to optimize the shopping path, compared with the traditional electronic business search and browsing mode, the social platform to the electricity business of the homeopathic extension can do link path shorter, more efficient.

Sina Weibo, for example, puts forward the concept of "closed-loop marketing", which is roughly the path to "browse-interest-order-pay-share", and it does not need to jump to other platforms. Millet in Sina Weibo provided by the background upload merchandise information, generate a product page with links to Bonnet as a product card that appears in the stream of users browsing the microblog, including the embedding of feed streams, advertising banner tips, hot topics, and fans. No business has received so much contact exposure support before.

More importantly, the user from see the merchandise card to the final completion of payment, the fastest can be completed in three steps, a degree to achieve the "WYSIWYG", which is more suitable for the mobile era of fragmented information consumption and flash-shopping trends.

The second is to allow users to bring users, Word-of-mouth win Word-of-mouth.

The phrase comes from the founder of the Zhangxiaolong, which illustrates the law of a socialized electric trader: The creation of a true Word-of-mouth effect based on social networks will be the key to an electric trader moving from "operating traffic" to "managing a fan".

In this millet router microblogging activity, the user participates in the appointment and finally completes the payment, the micro-blog backstage will default forwards a micro-blog, thus triggers the user's micro-blog relations chain, therefore achieves "lets the user bring the user". On the traditional website of the electric dealer, the user's order completion means the end, and there is little social sharing.

At the same time, micro-bo strong media and weak relationship attributes, its Word-of-mouth spread fast and not closed, which provides a small resource to pry "strong spread + short transaction" of the dividend, thus forming a "Word-of-mouth win Word-of-mouth" potential energy.

However, this potential energy is not anyone can dig to stimulate, demand enterprises in the flow, fans and brand management with strong ability. For example, after the @ Millet Company issued the first "Millet router special" preheating Weibo, other millet Weibo matrix accounts, as well as including QQ space, micro-letter public number, rice chat, Baidu Bar, Millet community, Millet official website (temporary page), and so on the new media matrix, have been forwarded, and feedback and guidance to users.

Of course, many people have questions: are we just a small brand, or do not have so many microblogging fans, this possibility still exist?

The answer to the question is simple: social networks and social-electric chambers bring two trends, one is the media and the other is the channel. No matter from which point of view, the feasibility of social electric power has been confirmed by Millet, but the core is whether you can adapt to the trend of change.

Please believe: The wind roar, spread the sound of thousands of miles, the wind, wet a shoe, social is still the most cool breeze-just, wind, you find the right?