As everyone knows, WeChat has become a way of life, with its monthly active users reaching 549 million. As an information service platform within WeChat, the number of WeChat official accounts has rapidly surpassed 10 million in just three years. Any commercial brand with a bit of fame would be embarrassed not to have its own official account. High-quality official accounts have over a million followers, and article reads can reach tens of thousands, making them seem like advertising distribution platforms. They occasionally push sponsored articles to make money, with clear price tags like "X ten thousand yuan per article"—Beibei can't help but wonder: when WeChat official accounts begin to be mined for commercial value, can the accounts themselves be valued?
With the broadcast of the fourth season of The Voice of China, which scored over 5 in CSM50 city ratings for two consecutive episodes, JDB's herbal tea WeChat official account (WeChat ID: JDB_2012) stood out. According to statistics, during the premiere, Hua Shao's rapid-fire verbal mentions of Gold Can JDB reached an astonishing 42 times, prompting viewers and netizens to enter the JDB herbal tea WeChat official account while watching the show to participate in the exclusive "Golden Friday" customized by Gold Can JDB for The Voice. The interaction volume for both episodes easily surpassed the million mark.
Beibei can't help but let her imagination run wild: if we were to value the official account of a brand that backs billions in sales and has exclusively sponsored China's top entertainment program for four consecutive years, how much would it be worth? This time, we will break away from the simple and crude model of just looking at "followers + read counts" and analyze from multiple dimensions:
The JDB Official Account Itself: The Huge Advertising Value of a Million Followers
First, following the traditional "followers + read counts" approach, we start with JDB's official WeChat account. According to multiple sources, after years of operation, JDB's official WeChat platform has reached a million followers, which is quite commendable among brand-level public platforms. If this account were to open a small gap and accept some sponsored content, the price for publishing an article would be at least 20,000 yuan.
Of course, JDB would not use such high-quality resources to advertise for others. Besides daily content recommendations, JDB utilizes the three custom menu bars under the official account, placing three major entrances: WeChat Mall, The Voice, and the Gold Rush Action, aiming to integrate resources comprehensively.
Comprehensive Integration of High-Quality Resources from 14 Golden Partners
As early as April this year, JDB strategically upgraded to launch the Gold Can, and using the traffic of tens of billions of Gold Cans as a carrier, it united 14 partners to initiate the Gold Can JDB "Gold Rush Action." Consumers only need to log into the Gold Rush platform to receive benefits covering food, clothing, housing, transportation, and daily use. With the premiere of The Voice, the Gold Rush Action was fully upgraded, creating the "Golden Friday" super party with 14 partners in the form of a national "voice value" competition: consumers test the gold content of their voices for a chance to win various prizes of different "voice values."
According to observations, the 14 partners come from all industries, covering the internet, e-commerce, finance, and other major fields, including top industry brands such as JD.com, Didi, WeChat Movie Tickets, and Minsheng Bank. On the premiere day alone, nearly 10 million yuan worth of prizes were distributed. The entire Gold Rush Action will last from the end of April to October, with an estimated total prize value exceeding 500 million yuan. As the super entrance to the Gold Rush Action, JDB's official account has a dedicated custom menu bar entrance for the Gold Rush, which is equivalent to exclusively possessing high-quality resources worth 500 million yuan, not to mention the soft power value brought by the 14 brands.
Online-Offline Integrated Platform Operation Model
According to the operators of the JDB herbal tea official account, the Gold Rush Action generates tens of millions of interactions each month. Every time a user plays, it brings exposure to the partner brands—over 10 million interactions per month for five months. What does that mean? For example, a popular ride-hailing app's advertising space has a daily rate of 800,000 yuan, bringing about 150,000 clicks, which is half of the daily interactions of the Gold Rush Action. In conversion, the Gold Rush Action lasting several months is equivalent to 160 million yuan in advertising resources.
Not just online, Gold Can JDB has long held the top position in the herbal tea industry, inseparable from its strong offline channel penetration. JDB Group has tens of thousands of ground promotion personnel nationwide, conducting various scanning activities in shopping malls, supermarkets, and even restaurants and hotpot places. Ground promoters use various offline terminal materials like roll-up banners, and even print the QR code of JDB's official account on their clothes. The goal is simple: use offline resources to connect online, allowing more people to scan JDB's official account, and while eating or shopping, they can pick up their phones and scan to participate in the Gold Rush Action, fully demonstrating scenario-based marketing.
After clarifying this account, we can find that JDB's official account cannot be measured by traditional methods. It has long broken through the simple content recommendation function of official accounts, becoming a super entrance that integrates high-quality online and offline resources, connects with over a dozen partners, and even incorporates an e-commerce sales system. Valuing it at 1 billion is absolutely within reason. It is worth mentioning that this super entrance is completely free for partners; partners only need to invest certain prizes and coupons to become shareholders in the Gold Rush Action and Golden Friday, sharing high-quality resources worth 1 billion. This resource exchange model is very popular in the current internet industry, but being able to play it so skillfully by a "herbal tea seller" is why Gold Can JDB dares to propose the first "Mobile Internet+" strategy in the FMCG industry.
The above content is purely personal opinion.
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