Enterprise WeChat, so that every enterprise has its own WeChat.
From opening the first store to becoming the world's first comprehensive private brand retailer, Mingchuangyou has spent ten years writing a business miracle of a Chinese company. According to public data, the net profit of the first quarter of fiscal year 2024 of Mingchuangyou Products increased by 54% year on year, and the growth momentum is still high.Looking back over the past year, famous and innovative products can be said to be popular.While many brands are still searching for the secret of creating popular products, Mingchuang has become a veritable "popular model maker", which has been confirmed by the popularity of loop dolls, self-developed ip DUNDUN chicken, and selling popular floral fragranceThe ability to create popular products is not accidental.Behind this is a strong boost from a private KOC team with more than 50000 people (ordinary people who love sharing). The real battlefield of explosive marketing It is to mobilize the power of ordinary KOCMingchuang has discovered the truth of the marketing of blockbusters for a long time——Now every consumer's excitement is different, so the content that can move consumers must be thousands of people.Therefore, it seems that none of the recent consumer market blockbusters rely on celebrities, because now, it is not enough for brands to rely only on advertising to find traffic stars to endorse them.The real battlefield of brand marketing is who can organize a large number of real KOCs to form one content creation carnival after another and ignite the products.This year's famous and popular products,DUNDUN chickenLoopy plush dolls and Disney's 100th Anniversary co branded stamp blind boxes have become popular one after another, which can not be separated from a large number of private KOCs spontaneously creating content on the grass planting platform.For example, the "DUNDUN Chicken", a famous brand of premium products, became popular last year. It was a shop assistant who used a cute doll as a underwear model, which became popular online. Mingchuang further exploded through accumulated KOC, and its annual sales exceeded 40 million yuan."In the private domain of enterprises and microenterprises, the 50000 private domain KOCs of Mingchuang produced 4 million content, created 1.7 billion exposures, and saved 40 million marketing expenses. It can be said that the private domain KOCs are a moat for brand marketing of Mingchuang and excellent products."Liu Xiaobin, vice president and chief marketing officer of Mingchuang Youpin Group, told us. How to ignite the creation desire of private KOC?Unique "welfare" of MingchuangEvery brand is eager for a group of loyal and sharing KOC teams, but it is not easy for KOC to operate and organize. How can we keep everyone's desire to share?How to let everyone share the same hot money content in an organized way?How to keep the notes of the best sellers flowing?At first, Mingchuang added all the brand fans that had been consumed to the private domain of enterprise WeChat, adding a total of 39 million, and carefully screened 50000 KOCs with high desire to share.Finding these people is just the beginning. Soon, the first problem encountered by famous and excellent products was that many KOCs had no motivation to persist after they had sent several articles.How to motivate them to continue to create?To this end, Mingchuang has specially established a complete set ofPrivate domain KOC growth system: You join the organization after publishing one entry;Continuous creation can upgrade and obtain more official benefits;The high potential players who can create popular notes can also join the exclusive group of senior KOCs to communicate and grow with experts.Many enterprises have also tried to encourage users to help promote in the form of "welfare", but they have achieved little success.Why did the benefits of Mingchuang successfully ignite KOC's creative passion?"Giving benefits is not the end of sending a souvenir or a coupon," President Liu, a famous maker of premium products, told us,KOC will carefully design potential new products that are not listed to give KOC people a preemptive experience.This satisfaction of "no one has me" is the real motivation to motivate KOC to "show off".For example, last year's famous and popular loop doll sent KOC the only preemptive experience gift package a week before its launch.After receiving the goods, many KOCs are eager to "show" on the social platform, including unpacking videos, fancy second creationVlog...... There are many popular funds.This makesNew products quickly accumulated heat at the initial stage of listing, which helped the brand save a lot of new product promotion costs.Not only that, if KOC creates the content of popular money, Mingchuang will apply for authorization,Then forward these contents to the private community and friends circle of Mingchuang.On the one hand, these popular contents make the official propaganda no longer monotonous;On the other hand, the official forwarding can let KOC's notes be seen by 39 million private domain fans, making KOC more successful."This is undoubtedly a win-win thing for the brand and KOC." Exchange creative experience within the groupLet the creation of explosive articles change from accidental to inevitableKOCs' enthusiasm for creation was ignited and created a large amount of content.However, at this time, the second problem of private KOC operation gradually emerged——Although the number is quite large, the content of "hot money" is still very few. How to improve the "hot money rate"?Mingchuang realized that,Although KOC is enthusiastic, it is not a professional creator after all, and lacks the rules and skills of We Media creation.As an official, how to help them fill this gapWhat about?The first solution of Mingchuang is to "feed" the official "traffic password" to KOCs in the private domain through the private domain.For example, Mingchuang found that the challenge of "blind box weighing" was particularly popular.Many bloggers will use an electronic scale to call the blind box, judge what is in the blind box by weighing, and then make a strategy to share.Mingchuang then gave this idea to KOC in the private community of enterprises and micro businesses. Everyone created with the attitude of trying, and the content almost exploded one by one.These contents not only helped the new blind box products of the famous and excellent products get massive exposure in a short time, but also broke the circle and let more new people enter the blind box.Soon, Mingchuang found that it was not enough to rely only on the official power to find the password of the blockbuster. How can a large number of experts mobilize their power in the civil society?So Mingchuang also did the second thing - in the private domain, invite KOC leaders who can continue to create blockbusters to become teachers for everyone.The teachers can share with you,The latest hot spots of the platform, traffic rules, which he has recently observed, or the explosive templates he has summarized, can be published and discussed with everyone.With private community,KOCs have naturally become the "creative support group" between each other.KOCs can "ask for help" in the group when they get the product and have no clue about creation——How to shoot a doll for fun?How to design the cover title of this issue?As soon as someone in the group asks a question, other KOCs will be eager to offer suggestions and inspiration.Every day, the valuable ideas and experiences of the KOCs on creation are freely exchanged and fully flowing in the private domain of enterprises and micro businesses.These lively and interesting KOC content marketing,Behind it is solid business growth.President Liu told us that we could seeThe sales curve of products is often positively related to the rhythm of content marketing.In particular, some super popular content with millions of interactions and tens of millions of exposures can directly pull the single product sales to the periodic peak.However, the success of private KOC is no longer an accident. Organization and Operation KOCEnterprise WeChat is the most popular toolOrganizing KOC is not a new thing, but for a long time, brands often suffer from the lack of "tools available".In the past, if the brand wanted to "play" with everyone, it could only rely on the official number of some social media to shout and operate with a single forwarding lottery. The effect was limited and it was easy to get tired.The brand wants to organize everyone to create explosive articles and teach KOC how to get traffic, but there is no two-way communication between them.Mingchuang Youpin regards enterprise WeChat as a "walkie talkie" to contact, organize and operate KOC teams - "enterprise WeChat becomes a bridge between our brand and users, especially KOC".Because enterprise WeChat not only allows brands to have two-way conversations with KOCs in their official identity, but more importantly, enterprise WeChat also has a lot of tools that can help brands improve their operational efficiency - such as labels, mass distribution, resignation and inheritance, which are all necessary for large-scale operation of KOCs.For example, some KOCs focus on blind boxes, while others are keen on aromatherapy, and want to accurately match the products that the brand wants to promote with the creative direction that KOCs love, which needs to be achieved by using professional functions on enterprise WeChat, such as labels and mass distribution.So when it comes to the success of Mingchuang, Liu Xiaobin, vice president and chief marketing officer of Mingchuang and Youpin Group, said this about the enterprise's WeChat private domain——Enterprise WeChat has established a long-term and win-win relationship between Mingchuang and KOC that produces content. Good content is constantly stimulated and created, so that the good products of Mingchuang and high-quality products can be seen by more people and become popular with fans. Private KOC makes the success of the popular products no longer an accident.This set of mature KOC operation mode is backed by the long-term strategic vision and strong execution ability of the famous and innovative products.The success of famous, innovative and high-quality products, just like the creation of popular products, is not accidental, but inevitable.Future, Enterprise MicroenterpriseThe letter will also continue to iterate, help more brands to organize KOC, witness and help more brands to create blockbusters, and lead the trend of the consumer market.
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