The new technology male micro BO pioneering WIS brand selling cosmetics in the past billion

WIS brand was founded in 2011, in 2013 sales exceeded 100 million yuan, 2014 their goal is to break through 200 million, sprint 300 million. In the face of BAT's rivals, the product test gave founder Li Wenxiang the confidence to insist. The use of star endorsement, emotional marketing, free mode, a team based on microblogging platform to create a cosmetic field of a millet miracle. Just as everyone shouted that microblogging marketing is not working so well, the myth of micro-blogging marketing is still going on. To acne products started the WIS brand was founded in 2011, in 2013 sales breakthrough 100 million yuan, 2014 their goal is to break 200 million, sprint 300 million. Such a group based on micro-blogging platform to create a cosmetic field of a millet miracle, although they do not have a gorgeous origin, no pride of the prestigious school background. The dialogue with founder Li Wenxiang nearly three hours, not a minute to be wasted, no nonsense, he told us the story of a grassroots science and technology in micro Bo entrepreneurial years into billions of stories, but also really inspirational. On the entrepreneurial Path of micro-blog as an interview with entrepreneurs, I strive to explore the key point of the growth of entrepreneurs. It can be said that Li Wenxiang's entrepreneurial life and micro-bo closely linked. In the 2011, Li Wenxiang and his little friends left the campus, which is the time of the micro-Bo fire. At this point they saw many successful grassroots cases on the microblogging platform, think Weibo is a good platform, but they think they have missed the best time to do the grassroots, so, connect customers and large microblogging marketing intermediary platform-micro-Kai Chong has become a Li Wenxiang team to try another way. With a unique vision and the experience of the university during the project, Li Wenxiang seized the opportunity to help group purchase website customers, micro-broad and third-party developers, such as the establishment of marketing cooperation, and to earn intermediary profits. Following the massive influx of electronic business enterprises into the micro-blogging platform, the company's microblog marketing has brought a relatively stable and substantial revenue for their projects, and has provided a unique experience for the subsequent incubation of the WIS brand while gaining capital. In the development of micro-Genesis, Li Wenxiang and his team can be said to stand in the Tuyere, Li Wenxiang quickly feel the pressure. As an intermediary, they face rivals from bat, who are easier to get good customer resources and case than their grassroots team. Thus, although the good time one months can earn 2 million or 3 million, but, since the body volume of the limitations of the micro-inception in the pattern can not break out. At this time, the chance to let Li Wenxiang from a 20 years experience in cosmetics friends there have been acne product formulations, have had acne experience Li Wenxiang very keenly feel: opportunity may come. After a small crowd test, Li Wenxiang decisively set up a cosmetic team, and launched the WIS brand. Cross-industry, cross-field, this is actually a young team of start-up is not a small challenge, but Li Wenxiang firmly promote the development of WIS, although in the first year of WIS is basically a lossState of the WIS, although the team is using micro-venture funds to raise the potential future star. Li Wenxiang's insistence and confidence comes from the confidence after testing the product, from the sense of direction and decision-making power of an entrepreneur, but also from the recognition and persistence of a brand that can ripen on Weibo. Micro Bo Create the extraordinary road of the brand "as a science and technology-oriented team, WIS marketing needs to Li Wenxiang move a brain, a new brand how quickly in the market to play sound volume, brand, how do these boys do? What kind of platform can spread the brand quickly? is undoubtedly a social platform on Weibo. Use marketing techniques to the fullest, not just a few. Li Wenxiang selected such a marketing guideline. First of all to quickly attract fans, set up a brand, looking for a star is undoubtedly the most normal means. Instead of devoting resources to a star's expensive advertising endorsement, Li Wenxiang thinks it's better to focus on tweets from a group of stars. So, Hunan satellite TV happy Family STAR Group became the initial experience. WIS with star Weibo forwarding is broadcast mode, which allows WIS to complete the exposure of the brand communication, and then has been using the model, improved in the user from the cognitive to strengthen the process, making the brand more and more high-profile. Taking the Li WEIJIA trial WIS As an example, cumulative reading more than 240 million, more than 150,000 of the discussion, including Han Geng, Xie na, Jiong, Li and other stars are WIS acne effect of micro-bo interaction, these stars of the forwarding brought the attention of their respective fan groups, virtually WIS brought two times the effect of transmission. Li Weijia's microblog was released in just 3 days, bringing the growth of more than 10,000 fans to Wis. It's worth mentioning that the microblog, released at the end of 2013, still has fans interacting with the author's recent writing. Stone "This word although slightly mean, but did have an unexpected effect, for WIS quickly accumulate to fan users, strengthen the brand recognition, access to the threshold of the market. Second, Li Wenxiang is well aware of the significance of accumulating fans at the start stage, and he is constantly experimenting with micro-blogging business products to introduce traffic to Wis. WIS is the first batch of users after the 2013-year debut of Weibo fans, who spent 130,000 yuan a day in 2013, bringing a growing interest in more than 2000 fans. If the refinement of this data, 15 yuan about the cost of acquisition than the General Electric dealer often hundreds of more efficient cost, to know that through the fans are not forced to pay attention to the fans, the vast majority of interest will be concerned, is the real fans, with a strong propensity to purchase. 3 years, fans from 0 to 3.5 million, WIS early accumulation can be said to be a remarkable way ", both bold enough, such as fans tens of millions of dollars in the level of investment, but also to make full use of micro-BO platform unique open and interactive forwarding, through the star to do the most consistent with the brand of the detonating transmission Rapid and delicate combination, the ultimate and flexible coexistence, WIS brand of the road from this fermentation.