Compared with the traditional retail industry, which has been greatly transformed by e-commerce, the basic information work of China's traditional medical beauty market is weak and very traditional, almost belonging to the offline field. In view of the fact that the risk coefficient of medical beauty industry is much higher than that of other industries, the phenomenon of mixed quality has always existed, and the marketing of medical beauty industry is often treading on thin ice. An Internet medical beauty company in Shenzhen successfully established brand awareness and credibility by using WeChat customer service management system software. How did it do it?

How do they do brand communication and marketing? In fact, to put it bluntly, it is still user-centered and guides users' demand for promotion. As the first company to cut into Internet medical beauty, the company has been emphasizing "socialization". "Because 3-4 years ago, we found that beauty seekers need to communicate with users through cases to help users make choices and judgments, so it is very necessary to communicate with users, so we chose WeChat customer service management system. Edit plastic case, project content, consumption information, etc. On William's knowledge base, when users come to consult, they can quickly give users medical science content. " Miss Zhang, the person in charge of the company, said.

In the past, many people were not clear about the medical beauty industry. Influenced by many negative information exposed by the industry, they all looked at the industry with a colored eye. For users of medical beauty in need, advertising is actually rejected, and what they need to see most is "real effect". How to create a sense of security for these people has become the main mission of the company's brand promotion.

Therefore, the first task is to understand users.

Why do people need plastic surgery? What is the inner portrait of a person who wants plastic surgery? Through the user tracking and fan portrait function of WeChat management system, the company analyzed the psychology and demand label of medical beauty plastic surgery users. "According to these labels, we made ten small videos in March this year. These ten videos were elaborated by ten different roles and represented different' values'. These short videos can be used as good content materials to cooperate with our annual event marketing and topic planning. In general, our goal is to let users know that we are a safe and reliable information exchange platform. "

In addition, the company uses the parameter QR code of WeChat management system to accurately deliver channels, and the points are very fine. According to the background data, the distribution of Internet traffic and channel characteristics are analyzed, and then the channels are optimized and adjusted.

"Although we are in the name of the Internet plus medical beauty, the essential attribute is the service industry. We still need to use William's online customer service software to do a good job in online service and user experience. I hope more and more people can take off colored glasses for medical beauty, "said Miss Zhang.