Why is WeChat so popular in life? This is because WeChat is a fast and convenient marketing medium. It is attached to the mobile phone, which not only meets the needs of communication and interaction, but also breaks the boundary between traditional telecom communication and mobile Internet. The data shows that as of 20 16, 12, the number of registered users of WeChat has reached nearly 870 million; At the same time, the number of netizens in China has reached 65.438+0.57 billion, and the number of mobile phone netizens is about 800 million. The number of smart terminals and mobile phones accessing the Internet has surpassed that of notebooks and fixed PCs.
At present, with the help of WeChat marketing, liquor has great advantages:
First, WeChat can realize one-on-one communication between people;
Second, the news spread in time;
Third, advertising is accurate;
Fourth, low cost and high cost performance;
Fifth, the operating threshold is low.
Compared with the popular marketing in Weibo in the past two years, the biggest feature of WeChat is its accuracy. Although Weibo Marketing only needs to write 140 words, with a picture or a short link, WeChat Marketing can display the content needed by enterprises for fans to read deeply, or as a way of hosting websites and collecting user information, which has undoubtedly achieved very good results.
So, how to successfully introduce WeChat marketing into liquor enterprises? According to the current research on WeChat marketing, liquor enterprises can explore the following points:
First of all, show the enterprise and product brand.
Anyone who has used WeChat knows that real-time communication, message sending and data management are the main functions of WeChat. Enterprises can promote their own brands to thousands or even hundreds of millions of WeChat users through WeChat communication channels, which not only reduces the publicity cost, improves brand awareness, but also shapes a more influential brand image. This effect has attracted great attention from old and new famous wine enterprises such as Maotai, Wuliangye, Yanghe, LU ZHOU LAO JIAO CO.,LTD, Fenjiu and Yangshao, and they have opened WeChat WeChat official account. More liquor circulation enterprises such as Brewmaster Net and Chishuifang have also opened WeChat WeChat official account to try to carry out WeChat marketing.
At present, the main ways of WeChat communication in liquor enterprises are drift bottle, shake, location signature, QR code, open platform, public platform, voice information, graphic information and so on. These methods have one thing in common, that is, they are particularly suitable for "pushing information". Judging from the liquor enterprises that have started to do WeChat at present, they generally pull the distributors into the WeChat camp and let some key employees of the enterprises participate in it, forming a huge enterprise WeChat marketing army. For example, "LU ZHOU LAO JIAO CO.,LTD Co., Ltd." has been very successful in this respect. President Sean has repeatedly delivered speeches or delivered information in the WeChat group, which has given great confidence to partners in the industry adjustment period; Judging from the content published by these companies on WeChat, they mainly focus on brand information, industry information, corporate activities, official website and promotional activities. In this way, the opening of enterprise WeChat platform has played a positive role in promoting enterprise publicity, brand building and information push.
Second, an important way to develop alcohol e-commerce
As we all know, WeChat marketing has the characteristics of low cost, strong adaptability and easy to spread, which has attracted more and more attention from merchants. This sales method of flashing QR code not only facilitates the promotion and dissemination of enterprise business, but also provides users with the most convenient consumption channel. With the 80 s and 90 s who like online consumption gradually becoming the main group, e-commerce will definitely be a trend in the future. Wechat marketing will enable liquor companies not only not to give up the online market, but to look for business opportunities on the Internet.
Third, the new management methods of liquor enterprises.
Liquor enterprises should also use WeChat group as a new management tool. For example, in the marketing team, managers above the middle level can establish a WeChat group to discuss, implement and notify major marketing plans. Regional managers can set up a WeChat group to exchange work and share successful cases. Others can also be established according to the actual work situation, such as the establishment of "marketing WeChat group" and "brand planning WeChat group" according to the different work content and nature. Moreover, the WeChat group also has the function of finding people to chat quickly. On Weibo, @ has become the most convenient way to call people. In WeChat, you can also @ other members of the group. Just press TA's avatar and you can see that TA's name has already appeared in the dialog box.
Liquor enterprises should seize the opportunity and make good use of WeChat to effectively serve team management and market management.
Fourth, realize accurate marketing.
Wechat also has a function of paying attention to the dynamics of friends, which is the so-called "circle of friends". This function has become a platform for many people to share their lives. It is different from the media in Weibo, or QQ space, talk and so on. Wechat friends circle pays more attention to sharing and contact between friends. Therefore, WeChat's circle of friends is familiar, sticky and pays more attention to each other's information. From this perspective, WeChat's circle of friends is very conducive to the precise marketing of liquor.
In the circle of friends of WeChat, you can also push information related to enterprises and products, especially newly listed products. It can be edited into a soft text, accompanied by pictures related to the product, and sent to a circle of friends, which will have a good attention effect.
Fifth, grasp the future trend.
The sustainable development of any industrial economy is due to adhering to the "people's livelihood" as the cornerstone. Therefore, whether Weibo or WeChat marketing methods are introduced into the traditional liquor industry, liquor enterprises must change from "letting as many people know as possible" to "providing more products and services to those in need" in the process of marketing promotion, so as to truly interact with the public. In this way, liquor enterprises can transmit brand information to the public through the network, realize accurate marketing and win the best results. Wechat is the prototype of this precise marketing, which meets the requirements of current liquor enterprises.
Throughout liquor golden decade, major liquor companies are practicing many new marketing models, and there are also many successful examples. However, before Weibo and WeChat appeared, the media were limited to TV, radio, newspapers, magazines and portals. Major marketing activities of general enterprises could only be spread through the above traditional media platforms, among which advertisements, channels, terminals and promotions undoubtedly played the main sales means. At present, micro-marketing formed by means of Weibo, WeChat and QR code is very hot, and many liquor enterprises are eager to try, but most of them are still in the initial application stage. With the further upgrade of WeChat function and people's dependence on using WeChat, more and more successful cases of WeChat marketing will emerge in the liquor industry, opening a new world of liquor marketing.