Case: How do 7 traditional industries make money using WeChat?

1. Hotel: Vienna Hotel – WeChat made 100 million room reservations in one year

Case highlights: Online hotel booking has a traditional rigid demand for more than ten years, and the mobile era has completely subverted the PC side.

Case description: As the first brand of mid-range hotel chains in China, Vienna Hotel WeChat saw the powerful intelligent service interface of the service account at the beginning, and decisively upgraded to a service account, applying for and using various advanced interfaces of WeChat to develop functions to serve customers. The mobile terminal pays more attention to customer experience. Vienna continuously improves the customer experience of the platform through the in-depth optimization of custom menus and closed-loop management thinking, effectively activating the consumption stickiness and activity of platform members. First, the development of the reservation system is connected with the PC official website to realize WeChat reservation, and the traffic is guided and converted through the differential treatment of "WeChat reservation with 20 yuan discount". Secondly, the closed-loop design of daily check-in, the dual drive of entertainment and profit sharing, allows Vienna members to stay on the WeChat platform and get happiness and benefits. WeChat's self-service enables information integration and intelligence in all aspects of Vienna's reservation, effectively improving customer experience and platform consumption stickiness. At present, Vienna has an average daily reservation of more than 1,000 rooms through WeChat. Combined with the number of followers of Vienna's service account, this conversion rate is currently among the best in the industry.

2. Shopping mall: Tianhong – 8,000 visitors on WeChat every day

Case highlights: Retail O2O model transformation, realizing WeChat shopping

Case description: Have you used WeChat to chat? Have you ever used WeChat to go shopping? Tianhong’s WeChat Mall system was first implemented by WeChat, and it was also the first to open WeChat payment. The convenient self-service meets the fans’ needs for brand search and discount inquiry. Follow Tianhong WeChat, click shopping to search for a certain brand, and the screen will instantly show the brand in the mall to customers. Then open a brand link, and the brand’s discount activities, discount quantity, and single product price range will be displayed, giving customers a good experience. You don’t need to go to the store to know the discount activities, saving you from shopping one by one, saving effort and time. Finally, the convenient payment mode, you can directly purchase goods or gift cards through WeChat, or go to the store to buy them. You can choose to pay online or pay on delivery. Tianhong Shopping Mall tried WeChat to open the retail O2O model. Its WeChat platform realized personalized information subscription, seamless connection with the membership system, one-to-one interaction, etc. through Tencent Weishi. When the news of its cooperation with WeChat came out, Tianhong's stock price rose by nearly 30% for three consecutive days. Tianhong's participation in the WeChat platform has increased brand awareness, attracted customers, brought Tianhong continuous attention and shopping conversion, and greatly improved customer stickiness. At present, Tianhong WeChat has thousands of products sold on WeChat, has more than 400,000 fans, and receives 8,000 customers on WeChat every day!

3. Catering: Haidilao Hotpot – 1 million WeChat bookings per day

Case highlights: Haidilao’s business is so popular that instead of waiting in line, it is better to make an appointment in advance through WeChat to avoid double embarrassment for both merchants and customers.

Case description: As the most reputable restaurant chain service organization in China, Haidilao is one of the earliest restaurant chain service companies to try O2O marketing. With its reputation on Internet platforms such as Weibo and review websites, Haidilao quickly attracted a large number of loyal fans. Strengthening customer relationship management has always been Haidilao's pursuit, especially in the era of mobile Internet, new technologies and means are emerging in an endless stream. For operators, how to choose a better management method is a question they need to think about. First of all, the creative activities are attractive. As soon as you follow Haidilao Hotpot's WeChat, you will receive a message about sending pictures to make and print beautiful photos for free on the spot in the waiting area of ​​Haidilao stores. Isn't it attractive instantly? Secondly, self-service is complete. Through WeChat, you can book seats, deliver meals to your door, and even go to the mall to buy base ingredients. If you want takeout, simply enter the delivery information, and you can wait for the food to be delivered to your mouth! Of course, the design of the dishes is also a desire to drool at the sight of it. Finally, with the cooperation of offline high-quality services and the "WeChat price", how can it not be attractive? It is reported that Haidilao's daily reservation volume through WeChat is as high as 1 million.

4. Mobile phone: Huawei Honor 3X – 300,000 people snapped it up on WeChat

Case highlights: WeChat appointment, event traffic brings fans attention, and achieves subsequent precision marketing

Case description: Huawei's Honor 3X reservation activity through WeChat can also be regarded as a classic case of WeChat marketing. First, Huawei preheated the promotion through WeChat content push and Weibo before the activity, and cooperated with Yixun to expose a large amount of activity information; In the early stage of the activity, Huawei Honor, Huawei Mall, Pollen Club and other official Weibo all exposed the activity a lot and explained the specific operation process in a graphic way. Yixun also tried to make a classic case of selecting products on WeChat. At that time, WeChat was thinking about how to get more users to bind bank cards. In this way, Yipai Sanhe reached a cooperation, and this activity received a large-scale continuous exposure, and fans were eager to grab it; secondly, the reservation interface added prize drive, that is, the reservation user can participate in the lucky draw after following the Huawei Honor public account, and the reservation can be completed by paying 1 cent with WeChat when the reservation is open; finally, the payment is flexible and convenient. After the reservation is successful, you can enter the original reservation page to purchase, and the payment method also supports WeChat payment and cash on delivery. This activity also achieved good results, and the total reservation volume of Honor 3X reached 300,000.

5. Cinema: Wanda Cinema – 8,000 tickets sold on WeChat per day

Case highlights: Quick ticket purchase and multi-functional self-service

Case description: As a cinema in the traditional industry, Wanda Cinema's approach is also worth learning from. The first thing to say is Wanda Cinema's WeChat development system; the most noteworthy thing about Wanda Cinema is its convenient ticketing service. By following Wanda Cinema's WeChat public account, you can easily make online reservations, online seat selections, query information such as popular films and films to be released, and share reviews without leaving home. Imagine that you and your girlfriend are having dinner nearby and suddenly want to watch a movie. You immediately take out your mobile phone to book tickets, or the seats you want. After eating, you will go there slowly without queuing, worrying about no tickets, and worrying about bad seats. The cinema WeChat will also conduct some activities for members from time to time to enhance fan stickiness. Although its WeChat development experience is not as good as its own APP, it is basically enough for member management, event marketing, and simple online ticket selection. Secondly, for the promotion of QR codes, Wanda Cinema also has its own set of practices. First, by printing QR codes on the face of the tickets, everyone who watches movies can randomly scan its QR code. With its powerful service system, it can capture fans very well. At the same time, Wanda will also organize some activities to attract fans, such as paying one cent to watch a movie (limited number of shows) by following WeChat, giving away Coke and popcorn, etc. For theaters, there will be many empty seats during idle time, so why not use them to give back to fans. This kind of feedback has brought very impressive results. Currently, Wanda Cinemas sells more than 8,000 tickets per day through the WeChat channel.

6. Books: Classic picture books - A young couple opened a WeChat store with a subscription account and earned 30,000 yuan a day

Case highlights: When opening a WeChat store, there is a lack of traffic. Subscription accounts in niche fields accumulate fans and divert traffic to the WeChat store. This is the innovative model of small and beautiful mobile e-commerce.

Case description: Nowadays, there are more people selling goods in WeChat Moments, but they sell more but sell less; not many people make money, and even fewer make big money. The disadvantages of e-commerce in Moments are very obvious: 1. Limited traffic; 2. Unsustainable conversion rate, and you can't always rely on a few familiar faces.

Today I recommend a representative case for reference, hoping that it will be helpful to those who sell goods on WeChat Moments. This is a vertically segmented subscription account called Classic Picture Books. The blogger publishes picture books and parenting content on WeChat to attract fans' attention. After one year of development, he has accumulated more than 30,000 highly sticky fans. With accurate fans, there is accurate traffic. The next question is the conversion rate. The blogger applied for WeChat certification and WeChat store, opened a WeChat menu, and placed the WeChat store on a conspicuous custom menu. He made the product promotion page as marketing-oriented as most Taobao product descriptions, with the support of subscription account graphic messages, and detailed introductions on the WeChat store product introduction page. He also organized group purchase promotions and discounts. With a fan base of tens of thousands, one promotion can easily bring in hundreds of orders. Classic Picture Books mainly shares picture books and parent-child education, and the pushed content is strictly screened, and most of it resonates with parents, which makes people It feels very intimate. The personalized images of "Ha Ba" and "Ha Ma" on WeChat are a bit like the feeling of parents teaching their children diligently. Through the push of interesting educational books, cultural content recommendations and other pictures and texts, it directly hits the parents' thoughts on educating their children and their love for their children. The small micro store is run by a couple. According to the owner, for the first time, a set of picture books priced at 155 yuan was uploaded to the micro store. In the morning, a picture and text message was sent to the official account, telling subscribers that they can go to the micro store in the custom menu to buy this set of books. The sales volume on that day reached 33,152.5 yuan. So as long as you do it with your heart, you can also achieve good results!

Finally, let’s summarize a few details about how classic picture books can be used for WeChat e-commerce:

(1) Develop new fans through subscription account content;

(2) Subscription accounts mainly share content and recommend products as a supplement;

(3) Keep old fans interested through subscription account content;

(4) Posting promotional materials on WeChat stores through subscription accounts;

(5) Improve sales conversion rate through a combination of customized menus, graphic and text recommendations, and marketing pages.

7. KTV: Baoledi mass-market KTV - high stickiness makes 150,000 fans unable to stop

Case highlights: Seamless integration of online and offline, maintaining exclusive brand members, and achieving good member management

Case description: For online shopping experts, when they think of going to KTV to sing, they will think of group buying, but there are also those who use WeChat to establish their own membership management system and stickiness. Today we are going to talk about Baodi Le KTV. First of all, service is king; Baodi Le WeChat public channel integrates functions such as "music library", "reservation", and "membership card". Users can view new song lists, hot song lists, and create their own song lists through WeChat. They can also obtain private room information, view the latest activities, and book rooms through the reservation function. Baodi Le membership card realizes nationwide song query, online reservation, and electronic membership card functions. Baodi Le's WeChat can accurately query the status of a certain box in a branch in a certain city. Through seamless integration of online and offline, whether it is store query, music library query, private room reservation, entertainment consumption, the three-dimensional service network online and offline meets user needs to the maximum extent. Secondly, the use of micro-life membership card. Every member of the Baoledi WeChat public channel can also enjoy an exclusive Baoledi "Micro Life Membership Card". When using it, show this card to the waiter to enjoy package discounts and "card opening gifts", discounts on reservations, and frequent free singing activities. In addition, the good service and continuous maintenance of members make the 150,000 members unable to stop.