Foster A Cyberstar WeChat Public Account—“Cats Come”
Product Number：
EN_2020ZLGL_5003
Page Views：
295
CaseName：
Foster A Cyberstar WeChat Public Account—“Cats Come”
Authors：
Wang Yangwen, Yang Bo, Wang Yiyun, Qiu Zizhen, Yin Jingdong
Author Affiliation：
Renmin University of China
Enterprise/Organization：
Beijing Sootoo Internet Technology Co., Ltd.
Industry：
Services
Discipline：
Strategy、Entrepreneurship & Innovation
Scale：
SMEs
Language：
English
Type of Case：
Descriptive Case
KeyWords：
Subscription, market segmentation, customer value, core competence
Abstract：
Chen Lei has never thought that the dying WeChat subscription “Pet Factory” would become a cyberstar in his own hands. Soon after he took over “Pet Factory”, Chen Lei has realized the problem of the fuzzy position and needed to mine a more potentially subdivided market. After a series of industrial investigation, market segmentation, customer profiling and customer value analysis, Chen Lei found cat market is the most popular in pet market. So he decided to change “Pet Factory” into “Cats Come”. In the process of developing “Cats Come”, Chen Lei’s team has developed many items like original articles, IP creation, social marketing and team practice, centering the establishment and consolidation of its core competence. Eventually, “Cats Come” has been followed by lots of ailurophiles and became a genuine internet celebrity subscription.
Intended Audience：
Undergraduate,EE,MBA,EMBA
Data Source：
Primary
Publication Date：
2018
Revision Date：
2020
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