Before determining the marketing plan, case analysis should be made to avoid making unrealistic predictions. Then the following is the relevant content I have compiled, hoping to help you.

A horse: Zhuzhou girl sells sweet oranges on WeChat? Monthly sales of 280,000 Jin

"Spirit is omnipotent" and "Help the Lord" after 80s. This is the label of a good horse.

Now, she has another label: beauty sales.

On 20 14 1 1, Ma Guai gave up his job as a fashion designer and started selling sweet oranges with friends, setting a legendary entrepreneurial story of "A Jin sells 280,000 yuan a month".

From "fashion designer" to "little girl selling oranges"

Ma Guai was born in Zhuzhou, but because of her parents' work, she has lived in Changsha, Wuhan and Shanghai. In her own words, it is "traveling around the world".

Horse monster is a major in fashion design. After graduating from college, she has her own fashion studio. "Because I have developed a bold personality since I was a child, the clothes I designed are a bit exaggerated and a bit' Jianghu style'." Therefore, all my friends call the horse monster "Master Ma".

On June 5438+065438+ 10 last year, Ma Guai saw a set of information by chance: with the popularity of smart phones, 99% of smart phone users have used WeChat. Ma Miao, who loves "traveling", began to ponder this big market.

It was June 5438 +065438+ 10, the season of orange production. Ma Miao, who naturally loves oranges, simply aims at selling oranges.

She laughed at herself: "Maybe the' cute' of my name is more appropriate to be described by the' strange' of the quaint."

Ask the customer representative to try it in the orchard.

What kind of oranges are delicious? Who likes oranges? How much are the oranges?

Ma Miao, who has never done business, faced various tests from the beginning. Fortunately, Ma Guai has many years of "travel experience" and made friends from all corners of the country. "Under the recommendation of friends, we tasted famous oranges all over the country." In the end, I chose Chenzhou Yongxing Sweet Orange. The horse monster said, "The water is full, sweet and refreshing, like the taste of first love."

"But to find a suitable orchard, cooperate for a long time, order and sell it to customers who believe in us, we still need field trips." Considering that different groups have different eating habits and tastes, Ma Guai and three partners invited representatives of various customer groups to enter the orchard, pick oranges and taste them. "Especially for men, because they chew Penang, they don't like to eat oranges, so they must choose a variety that is particularly delicious and refreshing." To this end, the horse monster also invited a friend who chewed betel nut for many years to try it together.

In the end, Ma Guai contracted an orchard in Yongxing. Every day, according to the customer's order demand, orchard farmers pick fresh oranges on the same day and send them to Zhuzhou.

Prepare an orange peeler and a pack of wet tissues for customers.

In today's hot WeChat business, how can we gain a foothold? Ma Guai believes that only by thinking what customers think and providing what customers need can they gain the "heart" of customers.

Virgo's good horse loves cleanliness and neatness, and is particularly afraid of trouble. Especially when eating oranges, I wish someone would peel them. "How can I eat oranges gracefully?" Every time the horse monster eats oranges at home, he cuts them with a knife. "Hair knives are too dangerous. Send an orange peeler and a pack of wet tissues."

"Give customers a caring feeling and choose our oranges." Ma Qiao said that although the cost has increased, in the long run, it has gained more customers. "The performance of selling 280,000 Jin of sweet oranges in one month is the best proof."

The hospital gave an intravenous drip for 2 hours and sold 400 Jin of sweet oranges.

For a new WeChat business, product selection and product packaging are not the most difficult, but "how to build a customer base" is the test.

Horse monster, like ordinary people, only actively adds fans through "user add". "But these fans are not active and passive." Ma Guai also has a second plan, through self-media marketing, using its own advantages, registering the official account of WeChat, and regularly pushing WeChat related to oranges to attract fans.

In the first few days of marketing, Ma Guai fell ill because of fatigue and needed an intravenous drip.

Where can I get an injection? The horse monster is also particular. "The central hospital has a large flow of people, and it should be a group with better conditions to go to the central hospital for injections." So, she also chose to go to the central hospital for intravenous drip.

Intravenous drip is long and boring. Ma Miao, who can't be idle, still keeps her mobile phone and communicates with customers through WeChat. Customers are constantly coming to the hospital to send money to get oranges. "The patients next to me were shocked and curious about what I was doing." Ma Guai patiently introduced her sweet oranges to patients over and over again, including the benefits of eating oranges and how delicious her oranges are. In this way, in two hours, she sold 800 Jin of sweet oranges in the hospital.

She said that if you want to make others crazy, you have to be crazy first. Considering that fruit is a product with obvious seasonality, Ma Guai is planning a brand of "It's really you" so that customers can eat the freshest fruit in the season no matter what season. At present, it has signed contracts with fruit producers such as grapes and cherries.

Reporter's Note: Treat yourself as a customer.

Sweet orange is not a novel product, but Monster has found a new marketing method: selling through WeChat. In the era of WeChat business gathering, she grasped the "heart" of customers and was competitive enough to stand on the market.

Online consumption mode, for the first contact with customers, products and businesses are "unfamiliar" and "dubious". Ma Guai believes that, like the traditional sales model, to make customers "see" and "touch" goods, representatives of various customer groups should be invited to try them in the orchard.

Second, we must strive for service. Only by treating yourself as a customer, dispelling customers' concerns and providing solutions can we really impress customers. An orange peeler, a pack of wet tissues, seemingly expensive details, are the necessary skills to grasp the customer's "heart".

Jing Li and Rodin: Entrepreneurship sells sausages and eggs, with an average of 3,000 eggs a day.

Sausages, eggs and farm jar dishes are traditional foods that people like, but now it is difficult for people to taste the original flavor of these foods. In Shaoyang, two beautiful women put them on your dining table through the e-commerce platform, and once you eat them, it will bring back your childhood memories. They sell earth eggs and homemade sausages to all parts of the country through e-commerce. In the past year, they have developed more than 65,438+050 agents. Wechat business gave them two unique and appropriate nicknames: "Sister Egg" and "Sister Intestine".

They like traveling, dancing and singing, and taking part in cultural activities. They say that the idealistic "style of writing" makes entrepreneurship more interesting and interesting. Of course, behind the "taste of childhood, mother's craftsmanship" is poetic feelings and endless stories.

"Intestinal sister" is called Jing Li, after 90; "Sister Egg" is Rodin, born in 1980s. They are the founders of a company in Hunan. Why do literary women choose to be "village girls" to do farm work? In the blooming season of camellia, the reporter of Sanxiang Metropolis Daily Chuangzhou Weekly smelled "the taste in memory" and interviewed two beautiful women.

A

Love at first sight, sisters meet, and the sparks of entrepreneurship collide.

Dayun, the town of Lingguandian in Shaodong, is well known. Jing Li and Rodin's home is here. One lives in Zhu Min Village, and the other lives in Fuhe Village.

When I was a child, what pleased Li Jing and her sister most was killing pigs at home, and my mother would make sausages that made people "greedy". From small to large, the sausage making process was engraved on the negative of Li Jing's memory.

After graduating from high school, Li Jing chose the animal medicine major of Hunan Agricultural University, hoping to help his parents expand their farms after returning home. After graduating from 20 13 university, she really went back to her hometown to raise pigs with her parents. 20 15, she began to develop the pork processing industry chain, and sausages became the first choice.

Coincidentally, in Fuhe Village, not far from Li Jing, there was a girl named Rodin. When I was a child, it was the happiest time in her childhood to go home from school and help her mother pick up earth eggs. "In the future, we must run a big chicken farm and pick up a lot of earth eggs." The dream has taken root in the girl's heart.

Rodin's family is suffering. After graduating from junior high school, he followed his cousin to work in Shenzhen. Two years later, she heard that the toy factory was poisonous and went home. In his hometown of Shaodong, Rodin worked as a waiter in teahouses, restaurants, bakeries and other industries. "At that time, it was very bitter, and the salary was only three or four hundred yuan a month. Leave some pocket money for yourself and send the rest to your parents. " Rodin's eyes were full of tears.

2007 was a turning point in Rodin's life. She and her cousin, who married far away from Zhejiang, went to Zhejiang to open a shop to do clothing business. Her cousin paid for the store, and Rodin bought it and sold it. In a few years, Rodin earned the first pot of gold in his business. "Since you start a business, you must be your own brand." In the winter of 20 14, Rodin returned to his hometown to regain his childhood dream and decided to run a farm.

At the beginning of 20 15, Jing Li and Rodin met for the first time at a friend's party. They talked about their childhood dreams and interesting things in their hometown. When it comes to farming and e-commerce, they met each other late. After the party, the two started a business together.

"Since you choose to return to your hometown to start a business, the project must be linked to rural areas, farmers and agricultural products. We will not touch the tall things and do well around local products. " In the interview, Jing Li said with a smile, "People always miss the taste deep in their memories. In fact, what we do is to restore the original taste of food and present the taste in memory. " Hit it off, Li Jing and Rodin registered an agricultural product development company in Hunan.

B

Acting as WeChat business, the products sell well all over the country.

"Now that chickens are industrialized, the eggs bought in the mall are a little less delicious." So they made up their minds that the products must be the most authentic earth eggs. Rodin, an "egg sister" who loves eggs, played a special role in charge of the local chicken raising project.

"There are many kinds of sausages on the market now, and the tastes are also strange. Some tastes even drown out the taste of meat. Only when the pork raised by farmers is handmade and roasted on charcoal fire will customers love it. " "Intestinal Sister" Jing Li has a soft spot for sausages, and she talks about sausages endlessly.

One year after the company was established, they established four native chicken breeding bases, and all the grains were stocked in the ecological forest. Because the quality is guaranteed, earth eggs have a group of relatively fixed "fans", and more than 3,000 eggs can be sold for 3 yuan a day. Before the Spring Festival last year, an egg was hard to find. A company once placed an order for 1 100 boxes, and it took five days to deliver the goods.

"Sister Chang" Li Jingze learns from a local chef who has been cooking sausages for decades. She is very picky about which part of the meat to use, how much salt to put, and the time of curing and smoking. After repeated trials and improvements, the sausage project was officially launched, and various flavors such as original flavor, sweet taste and spicy taste can satisfy different people. "There are absolutely no preservatives and other additives, and there are no sausages prepared in advance in the warehouse. Now they are all sold by order. Next, we will launch sausage cooked food, and we can directly eat the taste of the house when we open the package. " Li Jing looks very serious.

"Look, another guest from Guangzhou sent a WeChat and ordered 20 Jin of sausages." This is the 16 single business in Li Jing that day.

Now the company has 158 WeChat business agent all over the country, and also supplies to other e-commerce platforms and offline, and has established a website, public account WeChat Mall and Taobao Store.

C

Stick to tradition and be the first ecological agricultural product in China.

"The woodland in the mountain village is beautiful. A-mei will raise chickens, chickens are raised ecologically, and eggs are not sold. " On May 3rd, in a group of local chicken farms in Liu Bao Village, Weijiaqiao Town, Shaodong, Li Jing and Rodin were carrying baskets and humming their own songs to pick up local eggs. Cheerful songs echoed in the chicken farm.

The egg is not real, just sweep it. Employees put a two-dimensional code label on each green-shell earth egg packaging box, and they can see the whole process of earth egg breeding on the video as long as they scan it with their mobile phones. "Traditional promotion is too expensive and not accurate enough. We will deepen WeChat and make a one-on-one interactive platform. " Li Jing said that when the first batch of green-shelled earth eggs with QR codes were sent to WeChat, the promotion fee that didn't cost a penny actually got thousands of views, and the orders kept coming.

"There are many good agricultural products in the countryside, which are what city people dream of. We realize the seamless connection from the field to the dining table through the' Internet+Agriculture' platform. " When it comes to the micro-signal of entrepreneurial fish: cyy2022***, Li Jing's thinking is very clear, and he should take "discovering rural delicacies" as the purpose, provide "mother's handicraft and the taste of childhood" and develop green ecological agriculture. "As long as you don't change your mind and operate with your heart, I believe that' local gold' will never be an empty talk. We have proved by actions that this land that breeds us can enable more young people to realize their dreams! " They are full of confidence in the future.

Today, Jing Li and Rodin are well-known in the local area, and entrepreneurs often come to learn from them. Li Jing and Rodin said that the company will move to Xinshao e-commerce industrial park, develop new products with local agricultural products, and want to launch black pig sausages before the end of the year. "Our goal is to be the first original ecological and safe green agricultural product in China, so that you can feel the pure traditional delicacy."

Chuangke said

"Without changing our initial intentions, the land that breeds us can still realize our dreams." -Jing Li

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