WeChat: Developers mouth take food, trembling

Abstract: WeChat is full of temptation for developers. Developers stand on their tongues as if they were eating their mouths. However, they are trembling because they always have an insight into the taste of WeChat and are afraid that they will lock their teeth suddenly.

WeChat seems to be full of temptations. Developers stand on their tongue as if they were taking food. However, they are trembling because they have to constantly understand the taste of WeChat. They are often scared of a day when WeChat locked their teeth.

WeChat third-party developers should be how to survive? The traditional enterprises in the end how to leveraging WeChat?

WeMedia's Open Day may allow us to find the answer.

Businesses should choose the subscription number or choose the service number?

I think a lot of people already know that the WeChat service number is now changed from the original once a month to four times a month. So, for enterprises and developers, is it enough?

WeMedia Alliance founder Dragon Old thief believes that WeChat service number increased from one to four times, more added service capabilities of enterprise service numbers, rather than marketing capabilities. Instead, they want companies to get more than three group privileges.

People who have already played will know that businesses can now use unlimited mass. The key point is that wechat has a high-level bulk interface, which is the most important thing for this change. After this interface comes out, companies can group, on the one hand, to send specific messages to specific users, or can send a message directly to a user. This is no way to do it before.

WeChat to change the rules of the mass group, an increase of senior bulk interface function, what is the trend?

The function of advanced group hope that enterprises can do more personalized service.

Under the development mode, there are two kinds of advanced bulk functions, one is packet-based, established in the advanced development interface "user group" interface;

The second way is the OPENID mass, point-to-point mass, you can send to the designated person, up to 100 million at the same time.

If the background has more than 1 million fans, you can use this point-to-point way to send. Can do user message notification, there are some small restaurants, or a small e-commerce platform, the daily transaction orders may occur in less than 150 yuan, you can use this message to inform, you can also do the consumer card balance notification. If more than this amount, you can wait for the WeChat message template.

Tangled is how subscribers to the service number of fans, there are a lot of fans on the subscription number, there is no fan on the service number, the two fans each other.

In the future, WeChat officials may give more capacity on service numbers. The subscription number is used to make media. The media is to make money by advertising, but will the money from advertisements be given to WeChat official? No. But the service number is the business in a lot of interfaces, with many features, and even use micro-channel payment.

This is the WeChat official can make money. Think from this logic, do you think he will support the service number or subscription number in the future? As the business will certainly be more cost-effective service number.

Real developers: do old customers precipitation

No traffic, so many Taobao fought to WeChat up, but how to do WeChat e-commerce?

Aoyama pocket director of operations that buyers rely on search shopping, which has always been Taobao rules, to break through this rule is more troublesome, but the development of mobile Internet will allow other companies (Tencent, Jingdong) to find overtake Taobao possibility.

There are many sellers now have to play in the WeChat C2B, we come into contact with a business selling three or four million a year, the customer is very precise, he did not stock, live very moist; some sellers a year, the stock may be five or six hundred Million

When doing mobile social, where the customer, where should go. In the big platform (Taobao, Lynx), should buy through train, diamond, spend money to do the order, in addition to this, we should do promotion in Weibo or WeChat do old client precipitation?

No matter how many stores opened, in addition to the order, but also need to settle down the old customers.

Not only can save old customers, but also get their own big data. Aoyama said: "Many of our platform merchants have accumulated a lot of interactive news fans, we dig through the interactive data to help fans tag the data."

WeChat e-commerce is the best beauty, maternal and child, women, because these categories have a very high rate of repurchase, and consumer groups are women, and is more like mobile social software, including microblogging, WeChat.

Pocket through a customer's platform data: 200,000 beauty sellers, mostly female users, and their home buyers and non-buyers contrast, they have been traded in WeChat 46% of buyers.

There are also problems: another 10,000 fans have 96 single transaction, in the absence of mass outbreak, the number of payments 61, but also keep up the payment rate on Taobao. WeChat now pay the opening amount, the use of WeChat payment habits, resulting in the payment rate of the entire WeChat payment can not keep up with PC-side Taobao. But with the popularity of WeChat, this figure will be more beautiful.

E-commerce into the mobile, first contact with WeChat WeChat, in this business will precipitate a lot of things. On the surface, it is a news channel that interacts with merchants and fans through WeChat, but also settles out of CRM, tags fans through interaction, and labels them through more purchasing behaviors, consumer behaviors and interaction behaviors, so that we can facilitate mass marketing When more accurate, so I hope WeChat CRM.

Practical operation cases:

\ \ Buy \ WeChat pre-sale (technology, fashion, easy to spread a single product) \ WeChat spike \ fans active in more than half \ pre-emptive snapped \ membership system (tea garden study + city tea + ideal life laboratory) (Star single product) \ old customers exclusive \ Xiaobian reality show.

About team building and the future

Real developers: do not pursue the number of fans to do social promotion

As of January, there are over 3 million WeChat public platforms. Data show: 67% of advertisers are very concerned about the WeChat platform, willing to spend money on the WeChat public platform.

Many companies have opened the WeChat public platform, but do not yet know what to do with custom menus; many customers think they just text messaging in WeChat.

Zhang Dao-tao, an all-microinteraction in Chengdu, moved from Weibo to the merger of WeChat marketing. He believes that the entire WeChat development and marketing road has just begun.

WeChat platform properties is to have half the communication function, the other half circle of friends, public platform, social communication attributes. Outstanding developers, excellent marketing companies, outstanding companies realize that just through the WeChat platform is not enough, or to take advantage of other platforms. It's using social media and then combining peer-to-peer messaging to create a marketing dialogue between your brand and your consumer.

Enterprise mobile marketing has gone through three stages: the first stage, more than 90% of enterprises will WeChat, Weibo as a medium, made successful learning, heart chicken soup, spam; the second stage, aware of the platform to have its own content. Third-party companies should operate their own "content" well.

The third stage is service. Not only do content, interaction, but also daily record public platform, with data analysis of the viscosity of consumers and brands, my consumers and customers like what kind of article.

Can not be excessive pursuit of quantity, once the pursuit of quantity, the denominator of your fans will increase, the denominator increases will affect your data. If a company uses this violent means to pull 10,000 or 100,000 powder, these data will make you embark on the road to socialization promotion in the future will be very difficult.

Because socialization is the optimization of industries through social networks. Like millet, listen to fans' opinions and suggestions, listen and improve. If you are not your fans and brand audience, do not buy your stuff.

What kind of third-party company's products suitable for business?

If the business is still in the media stage, it should be more to tap the business strategy of online social media products, what is the product, what is positioning, what kind of operator needs help me. (Please who operate? Please a very understanding of your company, the format of the staff, the old staff, to carry out some training)

WeChat from 2012 from the media tools to 2013 dominate the micro-site, scratch card, 2014 there will be more vertical industry, more custom needs. The case is as follows:

Some small and medium-sized companies are not necessarily suitable for custom development, including marketing services, a company without a marketing department, if there is no professional marketing staff and professional configuration strength, it is difficult to complete the event on the mobile micro channel.

Weixin opened after the payment of the company, is definitely not finished on it, be sure to match some of the content behind. If the customer orders, if not shipped, the brand will have more negative effects.

Tripartite companies do not think that Tencent will squeeze the market, if WeChat not to do marketing, marketing can be done on other platforms, there are more platforms that can be used and tapped, including tripartite companies can also dig, consider how to get through Cross-media services.

Industry has entered a metabolic period, or insist it, if only a simple proxy, would be a shame, but if you find a good customer to study the WeChat ecology, in a separate industry will make some good cases.