Within just two days, a piece of news about “Jinliufu Super Mid-autumn Reunion Dinner” published on the official WeChat of “Jinliufu-Happy Commune” was read more than 20,000 times. This was also the only one we media whose single news released on the official WeChat was read more than 20,000 times under the umbrella of the group.

On September 19, “Jinliufu Super Mid-autumn Reunion Dinner”, a large-scale public relations activity, was held in Beijing, and more than 1,000 “fellows” from Shandong, Henan, Jiangsu, Hunan, and Inner Mongolia got together and proposed a toast with Jinliufu hand in hand, creating a Guinness World Record of the “largest mid-autumn reunion dinner ever”. The activity was initiated by Zhao Pu, a host of CCTV, Deng Fei, a public interest celebrity, and associations of fellow provincials, and was reported by more than one hundred domestic mainstream media and industry media including Beijing Television.

On September 21, a piece of original news named “Why Beijing TV Reported ‘Jinliufu Super Mid-autumn Reunion Dinner’ Continuously?” was introduced on “Jinliufu-Happy Commune”. It described the story and media reports of the “Jinliufu Super Mid-autumn Reunion Dinner” and was quickly forwarded in WeChat. Within just two days, the news was read more than 20,000 times.  By the end of the event, the series reports of the event were read more than 100,000 times on the official WeChat “Jinliufu-Happy Commune”. The news attracted great attention from the employees, dealers and consumers to the Jinliufu brand, effectively strengthened the brand volume and enhanced the brand reputation.

The official WeChat “Jinliufu-Happy Commune” has now become an important channel for the enterprise to communicate with consumers, employees, and dealers. In daily operations of the we media, Jinliufu shares and communicates its news in the industry under the principle of “interesting, informative, and beneficial” and regards this communication as the first outlet of brand communication; it relies on the H5 page technology of WeChat to enhance interaction and shifts from simple information display to being experience-based. For example, in the event of Jinliufu “Super Mid-autumn Reunion Dinner”, Jinliufu issued invitations, held dialect interactive sessions, received congratulatory video from Zhao Pu, organized competition of poetry about Mid-autumn Festival, and sponsored date activities as interesting expressions and it also tried to communicate with the fans using network buzzwords; in addition, creative posters, countdown posters, sudokus in WeChat and many other forms of expression were used to make the we media more colorful.