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[Introduction] This series of articles is based on WeChat, starting from zero to learn micro-marketing. It includes practical operations, opinions from experts, and Ling Yi's own perspectives. Both practical skills and thinking are covered. The essence of marketing is communication; the essence of WeChat is a tool. There are seven articles in total; this is the sixth.
A few days later...
Ling Yi was walking down the street when suddenly Xiao Bai rolled up to him, hugged his leg, and said, "Master Ling Yi, I've done my homework. I found that most of my WeChat Moments contacts are women, mostly mothers."
Ling Yi: What is their consumption level?
Xiao Bai: I don't know how to analyze consumption levels.
Ling Yi: What was the unit price of the shoes you sold before?
Xiao Bai: Single shoes from over 100 to over 300 yuan.
Ling Yi: How old are the children of these mothers?
Xiao Bai: Most are young children, some are middle-aged children. I think mainly because Taobao sellers are younger, and the shoes I sold were also for younger people.
Ling Yi quickly jotted down some information. "Now look at your WeChat Moments. If someone posts about their child, ask them directly, say you like the clothes, toy, crib, or stroller, and want to buy one for your own child. Ask how much it cost and where they bought it. Ask several mothers."
Xiao Bai quickly took out his phone and squatted by the roadside to do his homework. Ling Yi continued shopping.
After a while, Xiao Bai rolled back to Ling Yi's leg, "Master Ling Yi, I asked. Clothes are over 100 to over 300, toys are around 100, strollers are from over 300 to 1000. They buy both online and offline."
Ling Yi kicked Xiao Bai away, dusted off his pants, and said slowly:
"Good, this is the simplest market research. You've learned how much they are willing to spend on their children. Mothers love to show off their kids. If you comment and praise their child, you can basically get answers to anything you want to ask. For example, comment, 'Your baby looks so healthy and cute, what brand of formula do you feed him?'
So, the question is: What product do you want to do?"
Xiao Bai suddenly jumped up and said, "I know! I'll do maternal and baby products!"
Ling Yi gave Xiao Bai a stern look. "As I said before, it doesn't matter what you do. In the internet age, finding suppliers is easy, and maternal and baby is a good category. But the question is, do you understand this category? You don't need to answer; I know you don't. Let me tell you, let me show off a bit.
Maternal and baby has many subcategories, each targeting a specific group. For example, anti-radiation clothing is for before or during pregnancy. The food, toys, and supplies for young children, middle children, and older children are all different. Another industry factor is national policy. Some provinces and cities have opened up the second-child policy, and the original policy of fewer but healthier births directly shapes the maternal and baby industry: strong demand, high brand recognition (like formula, diapers, nutritional products), and higher unit prices.
Sometimes I don't understand why people want two kids; one is already a handful. But for many parents, they prefer to eat and use worse things themselves to give their children better. Parents' love is universal! The maternal and baby market will be very active in the coming years.
We know the adult clothing brand market is already saturated. Many clothing brands are gradually penetrating the children's clothing market. This is a trend. For example, Semir's Balabala, Xtep, Anta, 361°, and Handu Yishe's Minizaru. There are rumors that Erke and Inman will also enter this market next year."
Xiao Bai seemed to understand something. "Master Ling Yi, I get it, but how do I enter the maternal and baby market?"
"Don't rush, don't rush. Let's not talk about the market first. Let's clarify the concept of roles.
The role of a WeChat account is important. There are two types: friend and merchant. We dislike friends posting ads because friends shouldn't post ads; if a friend posts ads, it requires some skill. But we don't dislike merchants posting ads because it's normal for merchants to advertise; a merchant who doesn't advertise is the one with a problem.
Step One:
Group your WeChat friends. Macroscopically, there are two main groups: friends and customers. Groups can be further subdivided.
For the friend role, it's easy to understand. If you usually don't post ads, then minimize their exposure to ads. Once a week is enough; let your friends know what you do.
When posting on Moments, you can set who can't see it or who can see it. This feature is very useful and can directly avoid disturbing existing friends.
For example:
Today the store got new stock, and I inventoried all day, so tired [Product image] This is a subtle ad O(∩_∩)O~
For the merchant role, it's easier. People who add you and you add know you are a merchant, so you can increase frequency to 3 times a week.
Another issue: how to gain followers.
I've talked about gaining followers before. Those methods are the most basic, with an acceptance rate of about 20%-30%. Actively adding people is limited to about 100 per day, but what about being added? A personal WeChat account can add up to 5045 friends. WeChat policies change often, so just remember the principles.
Let's first talk about actively adding people. The scenario is important, meaning based on what scenario you add the other person and what script you use.
The scenario also determines your role.
This is definitely the key point.
Scenario One You are a platform merchant. A customer has just placed an order and paid. You proactively add the customer via phone number.
Merchant Script: I am the customer service Xiao Bai from **. I am your service specialist. Your package has been sent. I will be at your service for any issues.
I am the customer service Xiao Bai from **. Your package has been sent. If you have any issues after receiving it, you can contact me. Scenario Analysis: After a transaction but before receiving the goods, customers trust the merchant the most. If you proactively reach out, this WeChat account can help solve problems and serve me, so why not add? This scenario has a very high success rate. The role of this WeChat account is a merchant.
Scenario Two You are a platform merchant and want to import past customers into WeChat. Also proactively add customers via phone number.
Individual/Information provider Script: (Maternal and baby) I am a baby nutrition and diet expert. I will push 3 times a week the most nutritious foods for babies.
(Men's clothing) I am **MM, add me. (Beauty trick)
(Women's clothing) MM, I am a fashion matching expert. I will push the latest fashion matching information every Wednesday! Scenario Analysis: Get old customer data, group it first. Simply divide into two groups based on whether they are active users: active and inactive. For active users, you can use the same strategy as Scenario One. Inactive users may have forgotten you exist and that they traded with you. So for inactive users, don't mention the merchant itself. Based on different category information, you can design different scripts to add them. Without a script, the acceptance rate is 10%-20%; with a script, it's over 30%. The acceptance rate also depends on the WeChat account itself.
Scenario Three
You are a college student. That's awesome; there are many opportunities to make money. Students have many needs, from ghostwriting homework to various consumption needs. Basically, you can find a large group of people by searching nearby in the dormitory. The difficulty is still the script for adding people. Individual (provided you have personal charm, like a beautiful woman/handsome man)/Information provider/Merchant Script: (Information provider) Workplace world: know the world before entering the workplace, providing workplace experience and information.
(Merchant) **The most complete takeout superhero on campus, you'll find what you want here. Scenario Analysis: Students at school are the happiest. Students are clustered, easy to find, and have strong needs. If you are an individual, you can just seize one need. If you have a small team, you can even create a campus know-it-all and handle most student business.
After listening, Xiao Bai jumped up happily. "Master Ling Yi, I know! I'll first open a Taobao store selling maternal and baby products, grab the Taobao customers, and hold them in my own hands. Also, I can first add some mothers through some mom groups."
Then Xiao Bai ran off happily to operate.
[Author Introduction] Ling Yi. Senior lecturer at Lao A E-commerce Academy, very experienced.
This article is from Gui Jiao Qi's WeChat subscription account.
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