Marykay (Chinese) Improved Micro Message Marketing Strategy

In an era of Internet, everybody believes that the influence of Wechat andMicroblog is tremendous, and there are endless business opportunities in the Internet.Nowadays, there are over800million registered personal users in China, and more than300enterprises have joined the public platform of Wechat, more than100of which havealready had over1million audience. Meanwhile, there are nearly500million registeredusers in Sina Microblog, including54million daily active users. And nearly100millionmessages are sent every day.At present, there are4disadvantages for personal users and enterprises that use thepublic platform of Wechat: Firstly, they are not familiar with the functions of Wechat.Many enterprises begin to use the public platform of Wechat and the personal Wechat,but most of them couldn’t make full use of Wechat. The functions of Wechat such as thecustom reply, the custom menu, mass texting couldn’t be used fully, which leads to theimproper marketing strategy. Secondly, some enterprises couldn’t promote their Wechateffectively even if they have great products. Less fans, less reputation. Thirdly, to someenterprises, poor technical level on Wechat leads to poor Wechat communication. Ifthose enterprises could employ some experienced teams to set up micro-websites andmicro-mall for them, the problem could be solved successfully. In addition, theenterprises couldn’t make profits effectively. All the enterprises should set up the publicplatform of Wechat, grasp the potentials, trade and so on. By this means, a systematicbusiness mode can take shape, which is a necessary road to success for all theenterprises. We must grasp every step and we couldn’t neglect any detail. Only in thisway can we make more achievements.Mary kay (China) is a cosmetics company with51-year history. How to keep pacewith the times and set up its own Wechat platform, how to use the platform to look forcustomers and make sales, and how to make Wechat the enterprises the sales platform, are the points of the paper. The paper introduces the history of Mary kay (China), itsexisting marketing model, its marketing environment, its Wechat public account, itsWechat subscription account, its existing problems as well as the solution. By thestrategies, Mary kay (China) will explore a new way for its future market developmentas well as its own development and progress.