Customer Story | Netease Spring Breeze: The "spring breeze" of the sex industry, in-depth interaction and contact

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Let's take a look at how Weida helped Netease's original brand, Chunfeng Tryfun, to quickly acquire private domain traffic and achieve rapid growth in performance.

With the rapid development of China's economy and the improvement of people's living standards, people have begun to pay attention to the improvement of their quality of life, and they have also paid more and more attention to activities in private time and space. Coupled with the third population peak entering adolescence, marriage and love, family miniaturization and generally late marriage and childbearing, more scenes of loneliness and family interiors have been created. With the rapid rise of e-commerce and the expansion of erotic categories, China's erotic e-commerce industry has ushered in a blowout growth, and the current market size exceeds 100 billion yuan. According to iiMedia Research, the proportion of Chinese male consumption of sex toys is as high as 70%; among them, half of the single group consumes sex toys at least once a month, and the married group consumes at least one year from three months to one year. Buy once.

In the early days of China's sex toys market, the product design was rough and simple, and the good and the bad were mixed; most of the brand marketing was in the form of content that stimulated the eye, which easily made people have a violent and low-level impression of sex toys, especially women would pay more attention to it. Safety and privacy, for products that are in deep contact with private parts, and women's concerns about health, there is no professional and privacy-guaranteed channel on the market to help them solve, let alone encourage them to share. It will only become more and more "ashamed to talk about it", thereby losing this new consumer group.

The sex industry seems to have frequent hot topics, but in fact, sex brands have always been strictly regulated by the market, and both brands and products will be hindered in publicity and promotion. For example, the "Advertising Law" stipulates that sex-related advertisements shall not be broadcast publicly. Therefore, there are three pain points for sex products: "Users are ashamed to watch, policies do not allow them to watch, and channels are not good-looking." But it goes without saying that young people are more and more accepting of sex toys, and they are more willing to pay for their own needs. "Talking about sexual discoloration" has become a thing of the past. The question now is, how can users buy it if they have needs? How to build bridges between quality products and customer needs? For four years, the original fun brand Chunfeng Tryfun on NetEase's carefully selected e-commerce platform 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 the tonality and public perception of the industry is a more difficult process than starting from scratch. In such an era of media fragmentation, roadside signboard advertisements, Weibo Xiaohongshu KOLs plant grass, and this year's fire In the form of live broadcast rooms, the connection between brands and consumers is fragmented. People are flooded with all kinds of competitive product marketing every day, but in the retail industry, it is not the more dense the brand and product information, the better, but the real needs of each individual and the motivation behind the purchase.

Under such a challenge, NetEase Chunfeng has made a big splash in the sex industry by relying on good products and word of mouth. NetEase Spring Breeze has a vertically subdivided fun-type e-commerce platform and model with characteristic quality, and its volume level is second to none in the industry. However, due to the special category and limited advertising categories, it cannot be regularly launched and promoted; NetEase Chunfeng used to focus on e-commerce platforms, but now it wants to create the second growth curve of the brand, deeply explore user assets and value, and accumulate in the channel. User value fuels the brand, accumulates its own membership system, and uses private domains as a growth point.

02 Solution: Tencent Cloud Micro builds global marketing experts

For a stylish brand like NetEase Spring Breeze, they can have their own portals instead of just relying on e-commerce platforms. So NetEase Chunfeng met Tencent Cloud Weida, which is positioned to build the best low-code platform based on the WeChat ecosystem, as well as one of the most convenient and efficient small program development platforms. The core is to allow users to use WeChat to build low-code to combine with WeChat's C2B development capabilities, so as to meet the growth needs of business and marketing.

Tencent Cloud Weida Global Marketing Expert is a marketing solution similar to SCRM (social media-based customer relationship management) launched by Weida low-code through low-code. With the help of mental implantation, the brand is deeply imprinted in the user's mind, and the multi-touch connection with the user is established to enhance the personalized experience of interaction and service, thereby improving the conversion of fans to new customers and new customers to old customers. In the future, these ecological construction capabilities will also be a direction for the efforts of low-code platforms.

NetEase Chunfeng firstly locates the profile and creates the IP of "Spring Sauce". Tencent Cloud Weida can use each user's Union ID to re-track, unify their identities, and open up all contact points. During the program, Tencent Cloud Weida can judge the identity of the user based on the digital connection of the system: is it the first time to pay attention? Or did you quit and come back? Have you chatted with our Chunjiang? The words touched by users who added the Qiwei account "Chun Jiang" for the first time and the second time were different. For example, the welcome words when adding the company for the first time were: "First meeting, Chun Jiang introduces ~ You can follow May I introduce yourself?" The second time added, "Chun Jiang" would say, "It's been a long time since I saw my old friend, Chun has prepared old customer benefits for you. Social media (customer relationship management) tools are not yet available, and in the past, it could only be manually guided by consultants in offline stores, but the time and economic costs involved are far from the same.

In addition, Weida's global marketing plan will also plan a push calendar and formulate corresponding SOPs (standard operating procedures) to reach Netease Spring Breeze's fans and friends. Such as the latest black technology products, gift boxes for newcomers, as well as dry goods and grasses suitable for private domain attributes, and development details. When users see the content they are interested in, they can immediately jump to the applet to place an order and purchase, and enjoy exclusive channel discounts. Any doubts about products and usage skills can be easily and immediately consulted by customer service. Each SOP will be tempered, allowing users to relieve their guards, express their needs and doubts with confidence, and provide feedback on purchase and use experience at any time, helping brands to Marketing and product improvements.

So specifically, how does Tencent Cloud Weida help NetEase Chunfeng to provide differentiated guidance, formulate personalized links, and achieve refined marketing?

On the World AIDS Prevention Day at the end of October, NetEase Chunfeng held a blind box lottery activity of "AIDS prevention activities on campus", increased exposure through offline activities, and scanned the designated channel live code - Qiwei account "Spring sauce", which automatically popped up Welcome, Chunjiang will first greet: "Hello, children's shoes~ I'm glad you participated in the World AIDS Prevention Day with us and contributed to the promotion of human physical and mental health knowledge, great!" A lottery event will pop up. To get physical prizes or coupons, you need to enter the applet to redeem the prize. In this way, corporate WeChat fans enter the applet, and remind users to authorize personal data, gender, age, phone hobbies, and hobbies within five items, so as to reduce the entry cost of new fans as much as possible, and tag users. Coupons and gift packs for newcomers are then issued to motivate fans to convert to customers. When the first order payment is completed, the 1v1 interaction of Qiwei will be triggered 3 days later, the satisfaction evaluation will be solicited, and the points will be sent.

And whenever a new product is released/membership day/event day, Qiwei will reach out to users 1v1: "Remember Chunjiang~ Only the two of us know this little secret, the last time points can be exchanged for more favorable products, don't forget Use it!" To guide him to place an order to write off his points and stimulate repurchase. For users who have not yet placed an order, they will be recommended to participate in the order-free activity after two hours, or distribute coupons that night, and guide users to join the community on the 7th day. Community content will continue to output grass, test users Sensitivity to activity, stimulates fission.

Through different fission channels, guide long-tail traffic into the private domain, integrate marketing from public domain to private domain, plan different categories of activities to stimulate consumption, brands obtain first-hand data feedback from consumers, and build private domain to maintain long-term and loyal consumers relation.

During Netease Spring Breeze's Blind Box activity, the number of fans increased by 10 times in just one week, and the increase rate of fans on the first day of the activity was 5 times, and the number of clearances gradually became zero after successfully activated to target customers. . The number of newly added customers on the corporate WeChat account "Spring Sauce" has increased by 300%, the number of corporate WeChat conversations has reached tens of thousands, of which 85% have responded, and the mini-program GMV has reached 10,000. Based on H5 marketing interaction, brand exposure is achieved and users are motivated Sharing, private domain fission becomes more long-term, and the stock increases sharply.

Based on Tencent Cloud's technology platform and global marketing plan, NetEase Spring Breeze has achieved gratifying achievements after using it for half a year. It has also inspired the operation team to have more sense of zero, and discovered more touch points, such as one thing, one code In the future, more diverse content will be planned to match the marketing and customer service teams to form a deeper connection with users. In the future, NetEase Spring Breeze will also have closer cooperation with Tencent Cloud Weida, with the help of Weida global marketing expert plan , to achieve "spring breeze blows thousands of miles".