So, in practical applications, what can WeChat be used for? In the current "WeChat craze", it is particularly necessary to put aside all kinds of so-called success stories that are exaggerated, hang up all kinds of WeChat marketing training sales calls, and think calmly about what WeChat can do.
Sales Customer Service
This is something that many companies can think of. In the past, they used phone calls and corporate QQ, but today you can use WeChat as a customer service tool. WeChat was originally a mobile instant messaging tool known for voice communication. Users are accustomed to using WeChat as a communication tool, and it is normal to use it as a tool for pre-sales, sales, after-sales and daily customer service. Because user habits are there, catering to user habits is the most convenient and hassle-free way. Unlike other applications that have not yet become popular, a lot of energy is spent on cultivating user habits, and the opportunity cost and promotion cost are too high.
Brand interaction
What is most important in the mobile Internet era? Users! Although users have the habit of going to WeChat, they may not have the habit of frequently interacting with public accounts. Therefore, setting up a lucky wheel, prize-winning games, article links to website interactive communities, etc. on the official account can allow users to deepen their affection for the brand through a pleasant experience and develop the habit of visiting from time to time. For example, the recent "Where to go during summer vacation? Cheer for Evergrande!" activity organized by Sanxiong Aurora through WeChat has achieved very good interactive results. Such positive interaction has an obvious impact on the brand image.
Content marketing
Based on the social nature of WeChat’s strong relationships, good content will be promoted very effectively. Valuable content will inspire users to share it on Moments and Tencent Weibo, increasing exposure, attracting users to actively follow it, and expanding the user base. New users will continue to share after they come in, forming a snowballing user growth.
Corporate display
The corporate display entrance should be built closest to the user. For WeChat, which has more than 600 million domestic users, it is undoubtedly the best choice for lighting companies to display their image. Based on the increasingly strong interface development capabilities of the WeChat public platform, with the help of certain technical means, the overall image of the company can be comprehensively and three-dimensionally displayed on the WeChat platform through the WeChat official website or H5 page. For example, Mulinsen and Songwei Lighting are good examples in this regard.
Member management
Many lighting companies have their own membership systems, namely CRM, which roughly includes information push, promotion management, membership classification management, etc. Now we can organically copy this system to WeChat. While doing a good job in customer service, interaction and display, we can also connect the existing membership management system to realize the Internetization and socialization of the membership system. For some lighting companies that have imperfect CRM systems and weak informatization and Internet foundations, this is very worthwhile.
O2O weapon
O2O is a concept that has been over-consumed in the past two or three years. To put it simply, the O2O of physical enterprises is to attract users from online to offline consumption, and to attract offline users to online interaction. Regardless of whether it is a WeChat subscription account or a service account, this scenario can be easily realized: after the user sends the geographical location, he can obtain the store information closest to him and even the route navigation to the store. The "dealer and store inquiry" integrated into WeChat of Mulinsen and Songwei Lighting is an example.
Online sales
We have begun to enter an era of social dividends, and as WeChat is a mainstream social platform, the business opportunities behind its popularity are worthy of careful consideration by lighting brands and merchants. WeChat’s official support for the commercialization of public accounts is quite clear. The launch of micro stores and WeChat payment functions for WeChat service accounts some time ago means that a closed business loop based on WeChat’s internal environment has begun to form.
Data collection
WeChat public platform has a data analysis section in the background, where you can see the reading rate and sharing rate of articles, user growth curve, etc. Through this module, you can understand the content types that users like, the user's concentrated access time period, etc. At the same time, you can use online surveys, online Q&A and other forms to gain an in-depth understanding of your users, understand what types of products or promotions users like, the general composition of users and even their income levels, etc. Companies can better understand market changes through user feedback, and even analyze and refine user-generated data to adjust product ideas and optimize the company's operating processes.
Postscript
From sales customer service tools to data collection tools, this is a step-by-step process, that is, the functions must be gradually implemented, rather than just thinking about how to sell. On social platforms, no user will like uncontrolled marketing and unlimited advertising and sales of official accounts.
In short, when companies develop WeChat, they should first think about which services they have that can be implemented with the help of WeChat, or can be migrated to WeChat, and which user-oriented services can be loaded on WeChat, instead of just thinking about marketing and how to use WeChat to push information to users. In the era of mobile Internet, the above mentioned are just the basics. If you do not use mobile Internet tools to accelerate Internetization and socialization, you will undoubtedly lose an emerging market that is online 24 hours a day, lose the attention of nearly 1 billion users, and lose the opportunity for enterprises to upgrade and transform to continue to maintain their advantages.
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