How can small and medium-sized sellers have millions of Weitao fans? How to rely on fans to achieve annual sales of over 100 million in the social era? Mao Ting, founder of Taobao Jinguan Store HAVE RICE [Restaurant], shared three major marketing strategies of Weitao at the regular meeting of Laogao Crown Club, and shared the experience of how to achieve annual sales of over 100 million in "0 promotion".

The following is a selection of full texts:
Hello everyone, I was actually going to introduce myself just now, but the host has already helped me introduce it. The first time I saw my logo in such a big way, I felt very strange. I am a women's clothing store with double gold crowns. We only have one women's clothing store on Taobao, and there are no Tmall these.
The host mentioned that our sales have exceeded 100 million yuan. I personally think everyone knows that the women's clothing category is a very, very large scale. I think we really can't count here. And I don't think there is anything outstanding in this growth process, and there is nothing to be proud of with everyone. I joined the Golden Crown Club last year. Since the first regular meeting of the Crown at the beginning of this year, Lao Gao has sent me such an invitation. He hoped that I would share it, but he didn't come for some reasons. Then we had three regular meetings in total. Every time our club staff asked me if I could come, but it was only three. On the fourth time, I agreed and felt that I should come. When I received the call, I came, and didn't care about Double Eleven and Double Twelve.
Then I thought about why Lao Gao asked me to share it again and again. I think it may be some core issues, because everyone knows that Lao Gao is doing well now and has become the largest club in the country. I think Lao Gao must be responsible to the club members. The person he invited must be that he thinks there are some practical things to share. He thinks that there are some things that can guide everyone. Maybe it is because I have 0 experience 0 promotion 0 inventory. 0 experience means that I have no experience in e-commerce before starting this brand, including our company's employees. 0 promotion means that we have never done any platform promotion activities, have never driven a direct train, have participated in diamond exhibitions, etc. We have always maintained rapid output of goods, so we basically maintained a 0 inventory state.

Ineffective promotion must be a problem with the core strategy
My theme is how small and medium-sized sellers have millions of Weitao fans. The first thing you see is that you will be very interested in seeing this topic. If you think you can learn to attract tens of thousands of fans quickly in a few days, it may disappoint you. There are many ways to attract fans on the Internet. Everyone must have tried it, and the effect will definitely not be very good.
Everyone has tried so many methods and cannot solve the problem in essence. So I think everyone should calm down and think about why this is. Everyone must understand the status quo. There must be problems with your essence and problems with your core strategy.
Weitao fans are not necessarily your customers
Why do we all care so much about the number of Weitao’s fans? In fact, everyone must have heard of a lot of trends on Taobao, and the traffic is gradually declining. I also listened to the class yesterday. The people invited were very awesome, but I felt that it might not be able to solve everyone’s actual problems. Now paid promotion is getting more and more expensive, and free traffic is becoming more and more rare. Everyone wants to get the most traffic with the least cost. So everyone wants to gain more fans. If you have a lot of fans, then my traffic will be a lot, so there is no need to worry about my sales, but is it really like this?
The number of Weitao fans is the number of your users pay attention to your store. Don’t be confused by the word "Weitao fans". He is not your fan and he is just a spectator. He may only pay attention to you for price comparison. Quantity does not equal quality. Weitao fans have become an indicator of your success to some extent, so everyone cares very much. For example, Li Yuchun is very popular, with more than 40 million fans, but this is just focusing on his number of fans. How many fans are there in Li Yuchun? His agency has conducted statistics and has only 45,000 people who attended Li Yuchun's concert by buying tickets and other forms. There are also TFboys. Now many children born in the 1995 like them very much, and there are also some middle-aged women around 35 years old who like them. The real fans admire you and can forgive you for your mistakes and unconditional support. Crazy fans are the engine of your promotion.
Three steps to create crazy fans
The first step is to make him your fan
That is to attract fans. Recently, I have heard a lot of people who are just to capture your target fans and precise fans. If you can’t even find your partner, how can you make him your crazy fan? Therefore, the positioning theory of version 1.0 is category positioning, USP positioning, and ESP positioning. Many companies have been successful with this positioning theory. In the past, as long as you can add your strong promotion, you will definitely succeed, because everyone has few concerns and a concentrated crowd.
But now is the Internet era. Everyone is looking for things they are interested in in different places. We cannot find the entrance to traffic, so we can only rely on Taobao. Differentiated demands must not be ignored. You need differentiation to open up the gap between similar products so that consumers can notice you. I think the most effective positioning idea now is demand positioning and visual positioning. Demand positioning means that you must optimize the product from the perspective of customers, so that product design can better meet consumer needs. You can only meet consumer needs. You are differentiated, but you can better meet consumer needs and you are also differentiated. Visual positioning is to build products into IP. Products are no longer cold, but vivid and unique Internet celebrities. The demand is nails and vision is hammer.
The second step is how to make fans crazy
First, if you need the ultimate product, you need a very powerful R&D team and a professional supply chain.
The second is the ultimate aesthetic, which requires you to have differentiated store visual presentation, excellent design and packaging capabilities, and unique product selection and product selection and assembly capabilities. If you want to improve your store’s vision, you must not rely on the artists of your store. You need to find professional graphic design designers, who have high standards and abilities for aesthetics. Why do many e-commerce companies not do well is because everyone does not have enough abilities?
The third is ultimate service. You must have a beautiful and unique shopping experience and a strong and professional logistics system. In the past few years, everyone will have a way to divide the warehouse, which is to enable everyone to receive the goods faster and to provide better services. This is an unavoidable and very important section. You may think you all know what I said, but it is just that it cannot be done or the conditions do not allow it.
The third step is called the advantage identifier
You must have something that distinguishes you from others, you must have your advantages and strengths, and you must clearly discover your own advantages. People are like enterprises, and enterprises are like people. You must look at the enterprise from a human perspective. This is a suggestion for everyone:
If you are a USP store, then in the first stage, you need to continuously improve the quality of the product, improve the aesthetics and service of the product. In the second stage, you need to combine internet celebrities, live broadcast and other site traffic to attract fans. Then many people will think of Zhang Dayi. First, his own appearance advantages make people pay attention to him. Second, he will wear his own products to make people feel good and have the desire to buy. Behind him is a very strong team to build and package her, so now only Internet celebrities can do 0 promotions because they have their own traffic, but they also need a very powerful team to support.
If you are a store without USP, the first stage is paid traffic, which is unavoidable, but you need to have the technology to do it. You have to return to the product itself, and the second stage is to return to the product itself. In fact, what I am talking about today is nothing but reshaping metacognition. There are many difficulties and pain points in marketing. In the final analysis, strategy is the source problem. Whether your strategic direction is right or your choice is right, you have too many choices. If you don’t have clear judgment, you will waste a lot of time looking for directions.
Thank you everyone.

Q&A session:
Member 1: In the entire sharing, you have never mentioned your store’s brand, and you have no advertising. How did your store achieve its effect when it was not promoted at the beginning and let everyone know your brand.
Mao Ting: Let me answer the first question first. In fact, women's clothing is a very difficult category to differentiate, including many domestic and foreign first-line brands. Everyone doesn't know their slogan labels. Why didn't I introduce our brands too much to advertise for us? In fact, our company does not have a strong system or strong ability. What I can do is to constantly penetrate my ideas into the details of our work. There is no secret in our company. Many people say I am too busy. In fact, I will spend my own time on what I need to do.
The second question is that we have no experience before, but our team is still very good. My core team is good in terms of ability and aesthetics. First of all, I didn’t do it for money, and then I will focus on differentiation. I want to find what I want to find is missing in the market. Later, there were one customer, several customers, and several orders a day, and several orders a day reached 100 orders a day. So if you want to do big things, you have to endure loneliness, and then my pricing. I think e-commerce is the price advantage.
Member 2: I just looked at your store. The style is very simple and I like it very much. The first question is how we can achieve this feeling.
Mao Ting: You need to find the positioning of your product. Curtains are a product that gives the family a warm feeling. You can find a home decoration designer and consider your positioning and style from the perspective of home decoration. If you target people with slightly higher consumption, you must have some high-quality services. You use your price to capture the crowd, grasp their preferences, and give them a sense of overall style in terms of pictures, and put it in the overall environment.
Member 3: You are differentiating, and you must have a sense of design. So how do you reflect your design cost? You just said that you will squeeze the cost bubble. Will that restrict your design cost and style?
Mao Ting: It takes some labor costs to reach this level, but I think it’s okay, but we don’t have the promotion costs, and we have a large scale to support it.
Thank you for your attention and support to Laogao Crown Club . Please indicate the source of the reprinting website www.shxuanming.net
Click to register to apply to join the well-known e-commerce network - Laogao Crown Club. Any businesses, Tmall merchants, Taobao Crown Stores, Jinguan Stores, and other e-commerce platform merchants can apply to join!