Shoe Companies Try Water Tencent Micro Store Marketing &Nbsp; Earn Eyeballs Or Do Business?

Just past "singles day" let domestic

Emphasis on user forwarding price reduction

The promotional products launched by Tencent's "mini store" sellers are forwarded by micro-blog users. The price of each forwarding is reduced from 0.1 yuan to 1 yuan. When the price falls to its pre-set standard, the purchase button can be activated, and the forwarding price can still continue to depreciate. Micro-blog users can sell at their own right price at any time.

In order to control costs, each product is limited supply.

Take XTEP casual shoes, which was sold yesterday, for example, the original price was 118 yuan, micro-blog customers fell to 59 yuan after forwarding 1520 times and activated the purchase button, but the total amount was only 50 pieces.

"One of your broadcasts may determine the final price of the product.

And when in the end will not be robbed by others, and can accurately seize the best price of the product, for young consumer groups, this is a stimulus and fresh shopping model.

Industry insiders said.

Active users become the key

In several big micro-blog platforms, they have official micro-blog XTEP, and also appear in the list of the first batch of cooperative merchants in Tencent's "micro store".

As the first in-depth cooperation with the electricity supplier, Tencent "micro store" the first choice of businesses are also group VC participating in the project, from the current reported figures, the effect is indeed gratifying.

During the activity, XTEP's average daily browsing in the Tencent micro space increased by several times in the activity of 1 weeks, averaging 1000-6000 times of each commodity being broadcasts.

Activities also helped XTEP Tencent micro-blog increase the number of listeners to nearly 7W in a short time, with an average of 2 fans joining in one second.

The most important index of purchase conversion rate of electricity suppliers is much higher than that of other traditional channels.

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Micro-blog + electric business is only the beginning.

According to insiders, before the Tencent "micro store", micro-blog has already tried to integrate with the electricity supplier.

At present, the most common shoe enterprise "micro-blog store" is the official micro-blog launched some activities, through fans' attention, forwarding, comments and so on to get preferential prices.

XTEP's marketing director told reporters that before pushing new products, this method was often adopted, and the results were good.

"Most of the fans who focus on products are active fans. Their attention is a survey for new products.

If the product comes out and nobody cares, then there may be problems in price and positioning. If a lot of people are concerned, it may prove that it is popular.

In contrast, Tencent's "micro store" goes a little further. The shoe enterprises can see the direct effect of the cash flow in Tencent micro-blog. Micro-blog is not only playing the role of brand marketing for the promotion and publicity of shoes products, but also forming a complete online shopping process.

However, the footwear enterprises participating in Tencent's "micro store" trial run also said that the current cooperation between the two sides did not involve profit patterns and proportion.

Moreover, the final product of Tencent's "mini store" product still needs to be pferred to the official website of the business.

In the success of attracting a large number of fans to repmit and win a lot of eyeballs at the same time, despite the cost control, basically take the way to limit the number of products sold, but shoe enterprises still see the potential of this mini store marketing mode in brand promotion.

Perhaps, through the form of micro stores, the number of pactions reached by shoe companies is not large or even at a loss. However, this new marketing method has successfully strengthened the interaction among fans, and has attracted more and more attention for brands. At the same time, this also allows consumers to get preferential treatment and increase brand sentiment.

From a single online store sales mode to e-commerce + micro-blog promotion, and then to micro-blog shunt, through different micro-blog form marketing brand, shoe enterprise's electric business road will have more and more choices.