Quick schoolbag Xu Zhiming: How does a small electric dealer use social media to do marketing

Summary: 2014 Chrysler Cup black Horse competition electric business and Consumer industry finals held in Dongguan. July 18 morning, Red Bull start-up energy gas station opening. Fast Bag founder Xu Zhiming and everyone did how to use social media to do marketing sharing. Following is quick

2014 Chrysler Cup Black Horse competition electric business and consumer industry final in Dongguan. July 18 morning, Red Bull start-up energy gas station opening. Fast Bag founder Xu Zhiming and everyone to do "How to use social media to do marketing" sharing.

The following is the founder of the fast bag Xu Zhiming share record:

Today, mainly to share with you as a small electric business is how to use social media to do marketing, but also the core is to introduce my microblog on the marketing experience.

First of all, we have to be clear: micro-bo and micro-letter is an important part of social media, perhaps for some industries, watercress or other social media more important, but for the more popular industry, we often mention is still micro-bo, micro-letter.

Our company was founded in June 2010, I forgot to participate in the 2010 or 2011 Black Horse Competition. At that time the Black Horse competition is not so fierce as now, I entered the top dozens of. Today the bag more already in 6 cities to launch one hour escort service, eats, drinks, uses all sells, the Red Bull also sells, our goal is serves as a net sale one hour escort on-line select convenience store.

All of you are in fact like the problem I was having: small capital started out with little money--I started out 3 million, took 1 million, and melted 2 million angels from my classmates to do the web. 3 million Open shop no problem, but do independent of the platform is quite risky.

The problem we faced at that time was what about marketing? It's impossible to sell the so-called promotional fees from 3 million. We were planning on not spending any money, but using all the free ways to advertise.

In the process, I found some experience to share with you.

The first is that you have to find a point where this point is unique, both as a business base and as a key point to be able to be noticeable in social media.

Even though we've been doing it for 4 years, from the scale, financing in all aspects are not successful, but a little can be, is in micro-bo, micro-letter on the small well-known, in the social media on the small famous, it attracted thirty or forty VC to talk to me, although they are not optimistic about an hour distribution.

Four years ago I do an hour distribution, almost everyone is not optimistic, and then Jing Dong an hour, the United States, Britain, France launched an hour service, we do not suspect that I four years ago the piece is based on the consumer's grasp is based on.

How do you find something different that triggers consumer involvement? How to use social media to establish a good social relationship, how to sell goods? The entrepreneur himself sells the goods and the official number sells the goods to be different, you simultaneously undertakes the establishment brand image, the investment relations important duty. For the electrical business, consumers now encounter bad services or products, first think of the first thing is not to call complaints, not email, the first thought is to send micro-bo, micro-letter first scold you, this for the electric business to use social media to make rapid reflection and effective service transformation is very important.

I'd like to share with you what we've been doing recently as a quick-report case that seems more successful, fully leveraging social media, from demand discovery, entrepreneurial production, to the final sales process, complete by social media.

First, let's talk about how to get consumers to intervene in the spread of social media. There is a misunderstanding, many enterprises have their own official micro, with the concept of media planning their own marketing, I think this is far from enough, the media concept is the traditional concept of social media arrival.

The idea of the media is to use money or some other way to spread my message and let consumers spread it in a one-way fashion, which is already out today in the popular social media. Today's social media so prosperous, for the start-up of the enterprise how to trigger the consumer automatic, active transmission, is the most important issue we face, and there are ways to find, this is the most important start-up enterprises face.

In fact, the Chinese people do not inspire self-denial, in the past because of investment or other direction of limitations, so many innovation can not get a favorable development. Today, no matter whether the Black horse contest or the prosperity of investment and financing, it gives people more opportunities for innovation. In this case, you have to find a different point of your industry, which is the basis of your business is also the basis of your communication, but also the basis for consumer concern.

In the E-commerce competition in such a fierce industry, the giant, fast schoolbags can be remembered, is because the fast schoolbag proposed a different point: one hour distribution. One-hour delivery let the quick schoolbag to attract customers attention, causing VC and media attention, this is "one hour" these three words brought. So it's important that you innovate in whatever industry you're innovating to find that distinctive word.

In the context of the full development of social media today, a number of directions have undergone fundamental changes: the status and role of communicators have undergone a fundamental change in the past, consumers can only passively accept the transmission of the role, today they have mastered the transmission of the initiative; In the past, a business relies on large capital The traditional way of capturing the minds of others by bombing is not enough, and the most important thing now is whether to trigger the consumer's talk and active communication.

Many people will say that Weibo has declined, microblogging activity is not as high as before, everyone ran micro-letter inside. It's no problem for ordinary consumers to know that, because he can get friends and family in micro-letters. But for the present, we can not think of the problem, we get not friends and relatives of the point of praise, we are the most important customer. So we have to understand the different micro-BO micro-letter: Micro-letter more conducive to the spread of acquaintances, old customer service, from the start-up of marketing, microblogging is far more important than micro-letter.

The fast Schoolbag was created in early 2010, the establishment of the use of plastic bags and cartons to do the distribution, we introduced a blue calico, which led to a lot of customers take photos of the distribution, so that today in 6 City office elevators or corridor inside, once someone met with a blue calico, we know that is a fast bag, Some girls even suggested that this cloth can be bought, light this piece also sold more than 10,000. We use this piece of cloth to create more than 20 series of products, a variety of covers, schoolbags, chopsticks sets, cushion and so on, selling very well, is expected this year light blue Calico products can be sold to about 2 million.

This shows that if the product has an important feature can lead to rapid transmission. We have not paid for the past few years to allow others to forward Weibo, if the design is ingenious, the element enough topic, it can achieve very good dissemination effect.

The delivery staff of the fast schoolbag and other distribution is not the same, we are self-built distribution. We in Beijing recruit a lot of forty or fifty-year-old uncle, the customer named them Fast uncle, I packed myself into the image of fast uncle, every two months to send goods. My delivery is not quietly to go, but will deliberately promote themselves, good with the consumer photos, photo, become a new topic of micro Bo.

Weibo and micro-letters are places where people can scream, but first there's the subject of screaming. In the past, we sell things, after things have been formed, only start to think how to find the consumer, how to design the dissemination of elements, how to spread. But not today. Today should be the product before the production of how to let the product itself have a case. The most typical of these is Coca-Cola for packaging, they are in the production process, on the packaging has done the design of the dissemination element, is the most successful.

Quick Schoolbag The same is true, we design a product, at the beginning of the design foresaw the propagation attribute. Like my Creative health diary: A lot of past health books, the combination of health books and diary is not, I did a health diary, only before the spring Festival to sell two months. Last year two months sold more than 40,000, more than 1 million, in that two months, there are a lot of micro-blog micro-letter Praise Diary how good, bought to the elderly and get the old people favor. If you do well, consumers can help you spread.

Our products, services, all the survival, communication and communication with customers on the Internet, in the service process out of some stories, so that the dissemination of power stronger. How to trigger the topic of consumer communication? This must be designed.

Our founders must develop their own business accounts and micro-blogging accounts together. By marketing and operations management, there will be important deficiencies: This account is not a person, no way to establish social relations with others, all the official number of administrators do not go to see micro-blog, the emergence of important social media networking attributes can not play, only the founder of their own official micro-only to interact.

There is no name for everyone, how to communicate with others? Fast schoolbag in 2010 out of the time, fast schoolbag and I have no fans, we from a few, dozens of fans accumulated, first of kin and friends. Next I want to get investment, so I often go to the famous investors to write comments, long time to attract his attention, form interaction. The so-called celebrities are not celebrities, are built on the accumulation of time, we have to pack ourselves into celebrities.

Microblogging world activities, must be brave from the black, since the black can develop well. Can not quarrel with customers, scold you is also a kind of attention, from this point of view, we tease customers happy, out of the mix, to please consumers, can not end, can not be installed, but how to let consumers like us.

We have to do a full office bag, all those who have a job must add V, certification, certification to real identity complaints, procurement advice to find procurement director, with micro-blog to achieve a one-stop office, with consumers like the way to communicate. You give consumers 400 phone calls or e-mail, change the consumer communication habits, but also to consumers do not respect. At the same time no active members, in the micro-letter will have one hundred or two hundred of the relationship between the powder, they should also effectively intervene in our marketing communications, whether it is micro-letter or micro-blog.

And unlike in the past, customer complaints have become a performance today, becoming a performance that respects consumers and favors consumers. Because consumers first think of tweeting. The process of handling complaints, in fact, his fans are watching, if you deal with the bad, will soon trigger a crisis in public relations, causing consumers to you more fierce opposition, because he holds the right to disseminate public opinion. This time the official micro-letters must be open.

We proposed in 2010 to be in the consumer complaints within 5 minutes to find a response, fast schoolbags in micro-blog orders are also done earlier, 2010 began. This time can quickly find out exactly what customer complaints, prompt and timely resolution of problems, so that consumers satisfied, let him feel embarrassed, do not offend him. Complaints, leaders, including all of us in micro-blogging, micro-letter activities have the dissemination of attributes. In the past it was more of a marketing department to do, and every person's words and deeds in today's social media, everyone has become a kind of communication in all social media traces.

I would like to share with you a newly completed case, how to use micro-blog from the discovery of business opportunities to the whole process of marketing, all in micro-blog, micro-letter to complete.

Last year, I was married 20 years, I search in micro-blog What everyone sent to the wife, because the micro-blog account is a living person, you can find something new, and is far from unexpected things. Then I was surprised to find that micro-borrie dozens of people a day, but there is no gift for the wedding anniversary. So I was creative with something new--a creative gift for my wedding anniversary.

I began to do matting publicity, after the Spring Festival before and after the creation of the original, March began to send Micro Bo, every two days, the ancient husband wrote to his wife's poetry, from the poem to the Qing Dynasty found more than 60, and then start looking for celebrity wedding anniversary, and do not say sell anything. Later I began to say exposure, packaging boxes, packaging bags, design logo and so on. Our wedding anniversary gift has four layers of packaging, I did not say what after the sun, just say this thing vote how much money, before I want to order 2999.99, these 400 people agreed 2999. At this time I still don't say what, just say old Xu sell character, only tell everyone is wedding anniversary gift, nearly 3,000 yuan. Then I special 2599 yuan, only 10, the result one hours 10 people at all do not know what is inside the bag to buy. I began to say, to give you a little more map, a little more money, more than 2,600, the official listing sold 2999, the first day more than 10 single personal delivery, each of the customers with a photo photo of the microblogging, this time began to really say and a large number of forwarding consumer Weibo. Then we found out that it was 10 grams of gold pendant. In addition, we are extremely exquisite packaging, with more than 60 poems printed into a book, this is our creative set of advertising, the beginning of our own creativity, and later consumers also involved in creativity, marketing departments and consumers to complete the creative. The Gold pendant 3 weeks, sold 170, basically through micro-Bo micro-letter, did not do any advertising.

A product from the design to the listing, is the enterprise account number and its own account in parallel development, give full play to the use of the official number, while the founder to stand out. If the founder of the use of micro Bo good is particularly unique role, this is the official micro can not do.