WIS password: A 1 billion dollar dream of a team

Written in front: This is the author in Guangzhou to WIS founder of an interview manuscript, in a clear morning, the first step on the land of Guangzhou, palm trees tall and straight, banana accompanied by a row, no winter city, especially fascinating.

Wen/Liu Huafang

College students do not rely on the business, the wrong way, when the entrepreneurial instructors and the noble media are discussing the two times, a group of people based on microblogging platform to create a cosmetic field of a millet miracle, founder Li Wenxiang with his WIS team has embarked on a successful ship, Although they do not have a gorgeous background, there is no pride of the elite, no glib eloquence.

When I arrived in Guangzhou Luogang, see Li Wenxiang time, surprised at his young, looks more like the next door, calm calmly did not hide a few sentimental, talk about the age of the firm and Wisdom revealed. Our interview with Li Wenxiang almost in the absence of any polite words to start, nearly three hours of interview time, not a minute to be wasted, the table on the teapot and teacups are deeply lonely, no nonsense nor flashy boast, real and direct.

Chinese good monitor with students to start a business

WIS is not Li Wenxiang's first venture to acne products and started the WIS brand was founded in 2011, in 2013 sales breakthrough 100 million Yuan, 3721.html ">2014 year their goal is to break through 200 million, sprint 300 million." Three years to do 100 million for those big business people may not be worth mentioning, but for a group-oriented grassroots entrepreneurial team, this is undoubtedly a gorgeous miracle and reverse attack.

WIS does not have a physical store, pure cosmetics electrical goods card, the people who do the electricity business know that it takes a lot of money to deal with the complex supply chain, and the WIS team's first bucket of gold from the Li Wenxiang and his small partners of the university Entrepreneurship Road.

Li Wenxiang said that he is a very introverted person, but the first year of college is determined to change themselves, to set himself a clear and firm goal, running for the squad leader is his challenge to himself. The second step, I was surprised-started to build my own entrepreneurial team, and announced that the graduation to open their own handlebar diploma to take home.

This is composed of pure science and technology of the entrepreneurial team, the initial positioning is self-help technical type, hard work, but also strict self-discipline, team members do not have to go to school rest time to work, even if the week is only one afternoon free, the team will work together, yes, together.

"I put the time of the university into two kinds, one is a class, the other is no class." There are classes, there is no class, we work in the laboratory, the laboratory is applied to the school, our team is in this application to the laboratory to complete the university's four-year entrepreneurial period, from the basic technology learning to stay up all night to do development. "Talking about the entrepreneurial time in college, Li Wenxiang is quite excited, like many people, the university will become a good memory, and this article also added to the more important entrepreneurial elements

Leading students to start the Li Wenxiang is a good monitor with a sense of the future, then he has understood the value of the team brainstorming, their college entrepreneurial team will organize a weekly internal speech, 30 minutes per person, he regarded this as an important module of team internal training. This kind of internal training continues, the constant and continuous, and has been accompanied by the team in the University of nearly four years of entrepreneurial youth.

Social paradox and the love of Weibo

Li Wenxiang was a big, introverted boy, although he has already brought the team to business, although he has made WIS, although he is a Capricorn, in the process of lunch and driving farewell, he does not seem to be an active social type, his rational and logical thinking mask his introversion.

In the World of social networking, often speaking not much of the introverted people are more active, and a duck to the fish, psychologically speaking, offline introverts in virtual social networks have a strong desire to express and the sense of existence, their social network feeling is more sensitive than the seemingly extroverted crowd.

This is one of the software engineering professionals, but in micro-blogging has been successful, and out of the way, from the university after the Internet entrepreneurship, to successfully hatch out of the WIS project, Li Wenxiang's life and Sina Weibo closely linked together.

In the 2011, Li Wenxiang and his pals left campus to start a new journey, when they saw many grassroots success stories on the micro-blogging platform, and felt that Weibo was a good platform, but they thought they had missed the best time to do the grassroots, so Connecting customers and large microblogging marketing intermediary platform has become a Li Wenxiang team to explore new ventures

Weibo was already a social marketing platform that could not be ignored, coinciding with the handle, the United States, beauty, Mushroom Street and other sites popular, Li Wenxiang seized the opportunity, they help buy site customers and micro-broad, third-party developers, such as the establishment of marketing cooperation, and to earn intermediary profits. With the subsequent large-scale influx of electric enterprises micro-BO platform, the company's micro-blog marketing for their micro-project has brought relatively stable and considerable revenue, and the intermediary platform to accumulate

Resources have provided a unique experience for the subsequent incubation of the WIS brand.

The business vision of youth Sharpening

As an interview with a feeling entrepreneur, I try to explore the key points in the growth of the entrepreneur, for WIS founder Li Wenxiang, it is the growth of entrepreneurial sharpening let him in the company incubation new projects and strategic transformation to achieve a leap-forward development, WIS today's small achievements are not easy, nor is the sky down the great god of the Bald Mountain blessing, Experience and determination influence the way of the future.

In the development of micro-Genesis, Li Wenxiang and his team can be said to stand in the Tuyere, but the micro-creation and did not like the later WIS as stunning, in the micro-inception of the forward, 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.

Fortunately, the founder of the micro-Genesis team is the Li Wenxiang University start-up team continued, they have accumulated their mature technical ability and experience, in the technology development and other key aspects of the refinement, but also accumulated a certain market experience, so they seized the micro-BO platform valuable opportunities, The first venture to leave campus has achieved good results.

Although the micro-Genesis seized this opportunity, good time one months can earn 2 million or 3 million, however, in the pattern can not break out, at this time, a chance to let Li Wenxiang from a friend who has 20 years of cosmetic experience to obtain acne products formula, has had acne experience Li Wenxiang very keenly feel: opportunity may come.

Li Wenxiang immediately tested my formula, and repeated experiments, carried out 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 technical team is not a small challenge

However, Li Wenxiang is very determined to promote the development of WIS, in the first year of WIS is basically a loss of state, the team with profitable business to raise WIS this potential future star, this is only 23 years old Li Wenxiang, is a major business strategic decision. His decision confidence comes from the trust in the product test, and from his own "veteran" entrepreneur's sense of direction and decision-making power. After years of entrepreneurial experience and business experience, Li Wenxiang is a mature and sober-minded man who has a sober mind and an estimate of future risks, and this time it has become big idea.

Microblogging marketing of young school

Li Wenxiang's team is a skilled team, he himself is also writing code of agricultural origin, their minimally invasive experience is critical, and the micro-genesis, though not a big hit, has earned them money and gained the experience and the method of microblogging marketing, which WIS the seeds of a miraculous outburst on Weibo in the future.

As a science and technology-oriented team, WIS marketing operations need Li Wenxiang and his team to move a brain, although their micro-Kai is a service-type microblogging marketing intermediary, but to do their own marketing is not the same, the boys will do it?

In the front, the WIS team is also constantly trying to explore the marketing opportunities of new products, micro-tasks, fans are their common micro-blogging business products, and are walking in front of peers. WIS is a fan of the first quarter of 2013 years after the introduction of users, in 2013 every day in the fan trade investment of 130,000 yuan, brought about by the growing interest in more than 2000 fans. Micro-task also become WIS use more frequent micro-blogging tools, through micro-task will be the grassroots into their microblog marketing strategy, bringing high-quality fan interaction and brand Word-of-mouth transmission.

Li Wenxiang that most of the microblogging business products based on the micro-Bo information flow and design, with strong social attributes and mobile attributes, more conducive to interaction with fans, fans are not forced to pay attention to the fans, the vast majority of interest will be concerned about, is the real fans, with a strong propensity to purchase. Therefore, WIS attaches great importance to the quality of Weibo fans, fan growth, fan interaction, he told us that the current investors will only ask the number of fans, rather than direct sales, because Weibo is their own control of the channel, their own controllability is strong, this is WIS high-quality social assets.

Li Wenxiang seemingly pedantic behind a ferocious tiger, WIS micro Bo marketing strength and depth comparable to millet, and WIS accumulated 3 million of fans is to let those traditional cosmetics big names, the heart has tigers, fine smell rose, have delicate side, more have the mighty side. The most surprising is that they have been in the micro-blog to send out 100,000 of the products are loaded, a month in 2013 Weibo marketing investment up to 20 million.

WIS's microblog marketing is bold enough refuse mediocrity, only to detonate, juvenile pie, enough fan son, and they are completely without outside investment in the case, spend their own money to take risks, and micro-BO platform unique open and interactive forwarding platform features precisely the most consistent with the brand of the detonation of transmission. Li Wenxiang and small partners in their own did not catch up micro Bo grassroots large This train, inadvertently inserted Liu but let their original brand WIS Micro Bo became a high-quality micro-broad, so that their brand also from media.

WIS Marketing Code

Looking at the nature of the phenomenon, in reading the entrepreneur and marketing practitioners must be more interested in WIS micro-BO marketing success of the more in-depth things, I am also trying to explore, Wis Weibo marketing in the end where is the key to success? And what can be doctrine by other entrepreneurs?

Li Wenxiang very detailed introduction of their WIS brand micro-blogging operations personification, through the "little Greek" the role of the introduction of the official micro-blog to live up, coupled with the exclusive fan group account operation, WIS's official micro-matrix is a kind of small Greek and everyone to make friends. Xiaoxi is emotional, she will be spoiled, will be happy, through the small Greek University hall, small Hillay gossip, such as personalized micro-column operation, WIS officials micro not like many brand official website as stiff, but full of emotion and love of good friends.

WIS's fan group Micro-blog operation is also very characteristic, fan group head of the external image is a careless, love jokes, love gossip and affinity image, the head and small Greek all to the personification of the way to operate, which brought good fans feedback. Fans in WIS's comments and Xiaoxi, the colonel formed a good interaction, and constantly deepen the feelings and trust, the effect of the past is the traditional tall, rigid so-called big names are not fully done, so, in this sense, WIS is the real meaning of the young cosmetics brand.

Past brand descriptions rely on instructions, and WIS's product description has its own million-fan channel and Word-of-mouth transmission, details of the feedback and interaction also has a small Shiha head to help users answer, the past cosmetics brand and customers across the N-tier sales channels, and now the WIS to play their own direct marketing of the advantages of commodity cards, Make friends directly with consumers.

In addition to these, WIS's microblog marketing operation has its own set of logic, they pursue the tipping point, not afraid to spend a little more money, see Open, see Far, have enough ambition, and in the interior there is a system to support their ambitions. For example, they send out 100,000 products, the purpose is not simply in exchange for high-quality seed users, they also through data analysis and tracking user feedback, back to purchase rate, fan loyalty, interactive rate and other refined elements to help them improve their products, improve marketing operations, build their own fan channel, while, It's also a stress test for whether their team can continue to grow at a high rate.

1 Billion dollar visible dream

Foreign media have reported that many young people in Europe and America are unwilling to use the cosmetics of Procter and Gamble they think this is their mother's brand, to the current China, and then look at the WIS micro-blogging operations and brand operation, perhaps young people really need their own cosmetics brand, WIS's big dream is based on this.

Li Wenxiang said that he has a dream to make the WIS 1 billion dollars, and this dream seems to be achievable. The millet handset is uses the young person's communication way, the product iteration way, the design pattern to win the Chinese young people, and lets the Huawei, Lenovo, Samsung and so on the factory tremble, then, Li Wenxiang and WIS may also be able to do the same thing in the cosmetics domain.

WIS plan in 2014 sales to achieve 2.3 billion, and the current product line is mainly acne products, the majority of users are young people, can imagine the expansion of the category, WIS has grown into a young cosmetics brand synonymous with the gene, Li Wenxiang the future of the company to do overseas listing dream see.

In Li Wenxiang's idea, WIS will always only do straight camp, even if the future open line shop, will only like Apple, Gree and so completely self-and, do not want to lose their brand voice, do not want to make their own brand security and supply chain security is a structural threat.

After I tell the story of Li Wenxiang and WIS, you may find that WIS and millet are so alike, both fancy and rise in the microblogging platform of marketing, all fancy young people's brand positioning, only to do the electrical and Self-and, are the industry spoilers and subversive. Perhaps there are some different, Li Wenxiang Birejun Younger, lei Millet is the Gaofu of entrepreneurship, LI Wenxiang WIS is the root of the reverse attack.

A 88-year monitor to lead a group of young partners, three years to achieve annual sales of 100 million, no one any external investment, relying on micro-BO marketing to create a young people's cosmetics brand, 1 billion U.S. dollars dream is very reliable, a very reliable, micro Bo is also very reliable.