Cloud development platform is to provide enterprise application development in the cloud 、 One stop cloud native platform deployed and running . Its safe and reliable characteristics have been 220 Million developers trust , Have cloud development 、 Cloud hosting 、 Micro build low code 、 Cloud development, native gateway and other products for different development scenarios . The cloud development platform has flexibility, scalability, operation and maintenance free, etc Serverless Ability , At the same time, as Tencent's ecological connector , Connect enterprise wechat 、 Tencent Conference 、 Tencent documents, etc , Help enterprises customize development more easily , Boost performance growth .
Let's take a look at how Weida helps the spring breeze of Netease's original brand Tryfun Get private traffic quickly , Achieve rapid performance growth .
With the rapid development of China's economy , People's living standards have improved , Start to pay attention to the improvement of quality of life , Also pay more and more attention to private time and space activities . With the third population peak entering puberty 、 Marriage and love period , Family miniaturization and widespread late marriage and late childbirth , Create more scenes of both sexes being alone and within the family . The rapid rise of e-commerce , Expansion of interest categories , China's fun e-commerce industry has ushered in blowout growth , The current market scale exceeds 100 billion yuan . According to the consulting data of AI media , The proportion of Chinese men consuming sex products is as high as 70% ; among , Half of the singles consume sex toys at least once a month , The married group buys consumer goods at least once in three months to a year .
In the early stage of China's sex products market , The product design is rough and crude 、 Uneven, some good and some bad ; In brand marketing, most of the content forms are extremely provocative and eye-catching , It's easy for people to have a yellow storm on sex products 、 A low-level impression , Especially women will pay more attention to security and privacy , For products in deep contact with private parts , Women's health concerns , There is no major on the market 、 There are privacy channels to help them solve , Not to mention encouraging them to share . It will only become more “ Ashamed to speak ”, Thus losing this new consumer group .
The fun industry seems to have a lot of hot topics , But in fact, fun brands have always been strictly regulated by the market , Both brands and products will be hindered in publicity and promotion . such as 《 Advertisement law 》 May dictate , Sex related advertisements shall not be broadcast publicly . Therefore, fun products have three pain points ：“ Users are ashamed to see , The policy does not let you see , The channel is not good-looking ”. But it goes without saying that , Young people's acceptance of sex toys is getting higher and higher , Also more willing to pay for their own needs .“ On sexual color change ” Has become the past , The problem now is , Users have needs , How to help them buy ？ How to build a bridge between high-quality products and customer needs ？ For four years , Netease strictly selects the original fun brand Chunfeng of the selected e-commerce platform Tryfun Has been committed to producing and selecting first-class products with excellent quality and reputation for users .
01 Challenge ： Netease spring breeze came into being
Subverting and changing industry tonality and public perception is a more difficult process than starting from scratch , In such an era of media fragmentation , Roadside signs , Microblog little red book KOL Want to buy , And the form of the live broadcast room of this year's fire , The connection between brands and consumers is fragmented . People are filled with all kinds of competitive product marketing every day , But in retail , Not that the more intensive the brand and product information is, the better , Instead, we should pay attention to the real needs of each individual , And the motivation behind the purchase .
Under such a challenge , Netease spring breeze relies on good products and reputation , Make a day in the fun industry . Netease spring breeze , It has a vertically subdivided characteristic quality e-commerce platform and model of interest , Its volume level is second to none in the industry . But due to the special category , Advertising category restrictions , Unable to launch and promote regularly ; Before the spring breeze of Netease, channels were mainly paved on e-commerce platforms , Now I want to build the second growth curve of the brand , Deeply tap user assets and values , Recharge the user value accumulated in the channel for the brand , Accumulate your own membership system , Take the private domain as the growth point .
02 solve ： Tencent cloud micro build global marketing experts
A stylish brand like Netease spring breeze , They can have their own portal rather than just rely on e-commerce platforms . So Netease Chunfeng met Tencent yunweida , Tencent's cloud wechat positioning is based on wechat ecology , Build the best low code platform , At the same time, it is also one of the most convenient and efficient small program development platforms . The core is to let users use wechat with low code to communicate with wechat C2B Combine development capabilities , To meet the growth needs of business and marketing .
Tencent cloud micro build global marketing experts are launched by micro build low code, and build similar products through low code SCRM( Customer relationship management based on social media ) Marketing plan for . Guided by mental implantation , Engrave the brand in the user's mind , Build multi contact connection with users , Enhance the personalized experience of interaction and service , So as to promote fans to new customers 、 Transformation from new customers to old customers . future , These ecological construction capabilities , It will also be a direction for low code platforms .
Netease spring breeze first set up for people ⾏ Portrait positioning , establish “ Spring sauce ” this IP, Tencent cloud micro build can take advantage of each user's Union ID To retrace , Unity of identity , Get through all contacts , For example, when a user accesses an applet , Tencent cloud wechat can be connected digitally based on the system , Determine the user's identity ： For the first time ？ I took it off before and came back again ？ Have you talked to our spring sauce ？ The first 1 Time and number 2 Add enterprise micro number for the second time “ Spring sauce ” The scripts touched by users are different , For example, the welcome message when adding for the first time is ：“ to see somebody for the first time , Spring sauce, introduce yourself ~ Can you introduce yourself to me ？” Add... For the second time ,“ Spring sauce ” They would say “ I haven't seen my old friend for a long time , Spring sauce has prepared regular guest benefits for you ~” This is something else on the market right now SCRM ( Customer relationship management based on social media ) Tools can't do it yet , In the past, it can only be manually guided by the consultants of offline stores , But the investment time and economic cost are very different .
besides , Wechat's global marketing plan will also plan to push the calendar , Formulate corresponding SOP（ Standard operating procedures ） Touch the fans and friends of Netease spring breeze . Such as the latest black technology products 、 New couple gift box , And dry goods and grass planting suitable for private domain attributes 、 Development details . When users see the content they are interested in, they can immediately jump to the applet and place an order to buy , And enjoy exclusive channel discounts . Anything about the product 、 Doubts about using skills can easily and immediately consult customer service , Every script SOP Will go through a lot of tempering , Let the user remove the guard , Feel free to express your needs and doubts , And feed back the purchase and use experience at any time , Help the brand improve marketing and products .
So specifically , How does Tencent cloud micro build help Netease spring breeze do differentiation guidance , Develop personalized links , How to realize fine marketing ？
10 World AIDS Day at the end of the month , Netease spring held “ AIDS prevention activities into the campus ” Blind box lucky draw , Increase exposure through offline activities , Scan the specified channel live code —— Enterprise micro number “ Spring sauce ”, Automatically pop up a welcome message , Spring sauce will greet first ：“ Hello, children's shoes ~ I'm glad you joined us in the World AIDS Day , Contribute to the promotion of human physical and mental health knowledge , awesome ！” Pop up the lucky draw , Users will get physical prizes or coupons after participating , You need to enter the applet to cash the prize . In this way, enterprise wechat fans enter the applet , And remind users to authorize personal data , Gender, age, telephone love no more than five items , While minimizing the introduction cost of new powder , Label users . Then issue coupons , New gift package , Encourage fans to transform into customers . When the first payment is completed ,3 Days later, the enterprise and micro enterprise will be triggered 1v1 Interaction , Ask for satisfaction evaluation , Complete sending points .
And every time a new product goes on sale / member's day / Activity day , Wechat will 1v1 Touch the user ：“ Remember spring sauce ~ This little secret is only known to us , The last points can be exchanged for more favorable products , Don't forget to use ha ！” Guide them to place orders and write off points , Stimulate buy back . For users who have not placed an order yet , Will recommend him to participate in the free ticket activity in two hours , Or give out coupons that night , And in the 7 Days guide users to add community , Community content continues to grow grass , Test users' sensitivity to activities , Stimulate fission .
Through different fission channels , Guide the long tail flow into ⼊ Private domain , Integrated marketing public domain to private domain , Plan different kinds of activities to stimulate consumption , Brands get first-hand data feedback from consumers , Build private domain maintenance ⻓ Distant and loyal consumer relationships .
During the blind box activity of Netease spring breeze , In a week , The number of fans has increased 10 times , The powder increasing rate on the first day of the activity is enough 5 times , The number of Customs entries also tends to zero after being successfully activated to the target customer . Enterprise wechat “ Spring sauce ” The number of newly added customers has increased 300%, There are tens of thousands of enterprise wechat conversations , The proportion of replies is 85%, Applet GMV over ten thousand , be based on H5 Marketing interaction , Achieve brand exposure , And encourage users to share , Private domain changes , Realize the stock surge .
Technology platform and global marketing scheme based on Tencent cloud micro build , Netease spring breeze has been used for half a year , Has made gratifying achievements , It also inspires the operation team to have more sense of zero , Found more contacts , Like one thing, one yard , In the future, more diversified contents will be planned to match the marketing and customer service teams , Form a deeper connection with users , Netease Chunfeng will also have closer cooperation with Tencent cloud micro in the future , With the help of micro build global marketing expert scheme , Realization “ The spring breeze blows thousands of miles ”.
