The Study Of The Operation Strategy Of The GQ Laboratory WeChat Public Number

From August 23,2012,the We Chat public account officially launched as a starting point,it has gone through 7 years.In 7 years,the We Chat public account has changed our reading habits by virtue of its convenience and other features,and has become an important platform for disseminating information.However,in 7 years,the We Chat public account also showed a trend of decline.According to the new list data,in the first half of 2019,97% of the articles on the public account have a reading rate of less than 10,000.Even the number of We Chat public accounts in the top 500 nations has declined for two consecutive years,and the growth of users on the We Chat public platform began to show negative numbers.However,in the context of the decline of the entire platform,the "GQ Lab",which was officially established in 2017,has become the "dark horse" public account in recent years.Not only achieved a reading score of 280 100,000+ articles a year,but even broke the profit ceiling of the public account,with an annual revenue of nearly 200 million.Became the most profitable public account in the entire industry.In 2018,the new list awarded "GQ Lab" with "Annual Business Value New Media"."GQ Lab" was incubated in the traditional men's magazine "Zhi GQ".With the characteristics of "brain holes" and "articles",it has become one of the most successful media for the transformation of traditional magazines.One of the best public accounts in operation.In less than three years,"GQ Lab" has become a phenomenon-level We Chat public account,its outstanding achievements have certain research value,and its operating mode can bring certain inspiration to the entire industry to a certain extent.At the same time,it provides a certain reference method for traditional media to develop new media and operate We Chat public accounts.The author selects "GQ Lab" to push articles for two consecutive years from January 1,2018 to December 31,2019 to conduct detailed text research.Using the "5W" theory,the five aspects of the operator,operation content,operation object,operation channel,and operation effect of the "GQ Lab" We Chat public account are specifically analyzed,and the profit model is studied in detail.Through a detailed study of its operating experience,it provides some suggestions and opinions for the entire We Chat public account industry,and provides some reference methods for media integration of traditional media.The operation results of "GQ Lab" also reflect to a certain extent that the growth of users is forcing the progress of We Chat public account platform.Through the choice of users,the entire industry will enter the era of "content is king".At the same time,innovative thinking,new content forms represented by "Articles" became a craze,and branding became an important direction for the development of We Chat public accounts.