"Unique Marketing" Micro Laundry Creates the Internet Laundry Era

In today's society, Weibo and WeChat have widespread users. While many still think Weibo and WeChat are just pure chat tools, a young man has taken the lead: using the powerful social functions of Weibo and WeChat for "unique marketing"—pioneering the online laundry era, providing customers with convenient, fast, and high-quality services.

"Micro Laundry, you are quite serious, you even pack and deliver after washing, I can be lazy and just put it away." "Micro Laundry washed my gloves and scarf so clean, like new, thumbs up." "Micro Laundry is incredibly fast"... The high praise from customers is the motivation and belief for You Zhixiong, the pioneer of online laundry, to keep improving his service.

"Wei Yi Wei" laundry expert free home service

You Zhixiong's "Ai Yi Wei" laundry chain (hereinafter referred to as "Micro Laundry") has two branches: Shangdong store and Chencun store. The reporter saw at the Shangdong store that the laundry room was orderly, detergents neatly lined up, customers' clothes categorized and hung properly, sofa covers drying on the balcony, and a rectangular table holding already packed customer clothes. The plastic bags of the packed clothes printed the store name, Weibo, WeChat reservation for free home service, and QR codes.

WeChat appointment for home pickup and delivery, UnionPay and Alipay card payment on site... Regarding Micro Laundry's operation model, You Zhixiong calls it "WeChat unique marketing," creating a mobile internet laundry era. In his Micro Laundry store, city customers can enjoy Weibo, WeChat, and QQ reservations, with free home pickup and delivery for orders over 59 yuan. People don't need to go out, run to dry cleaners or shoe repair shops, or find parking; just pay via Alipay, saving time and effort. "Laundry feels like shopping on Taobao," many customers have this experience.

You Zhixiong told the reporter that the idea for this innovative marketing came from a sudden inspiration. As a "WeChat addict" in daily life, he realized soon after using WeChat that the platform is widely used, highly interactive, and supports one-on-one communication. Moreover, using WeChat doesn't cost much, only data fees.

You Zhixiong quickly tasted the benefits of WeChat marketing. Although initially he had few WeChat friends, customers who received quality laundry service often shared their pleasant experiences on WeChat. Word of mouth spread rapidly, effectively promoting Micro Laundry and bringing many customers. You Zhixiong told the reporter that once a netizen washed a pair of gloves at Micro Laundry, found them clean and tidy, and appreciated the card payment option, so shared this experience on WeChat, attracting many "WeChat friends" to watch. This WeChat post directly brought a 400+ yuan order to the dry cleaner.

A customer living near Xiyuan roundabout needed to clean a large heavy bag of clothes but lived on the 7th floor without an elevator. The customer learned about Micro Laundry and made a WeChat appointment, attaching pictures of the clothes and address. You Zhixiong told the reporter that there was actually a dry cleaner near the customer's home but no home pickup service. In such cases, especially for female customers, they often prefer to pay extra rather than carry a heavy bag downstairs themselves. The free home pickup and delivery service made many choose Micro Laundry.

The success of WeChat marketing made You Zhixiong a star in a WeChat group called "Luxury Care Laundry Exchange Group." He started offering online marketing courses in the group. After the first training session, everyone began experimenting with WeChat, changing the idea that WeChat is only for chatting, and sought advice from You Zhixiong.

At the same time, You Zhixiong's "unique marketing" caught the attention of Alipay. On February 21, Alipay's official Sina Weibo posted: "Is laundry really this convenient and thoughtful? Home delivery, pay after receiving, and supports Alipay!" This was a great compliment for You Zhixiong.

Group buying also needs highlights

Subsequently, You Zhixiong launched group buying activities for Micro Laundry. Within less than a month online, Micro Laundry received 124 orders. A certain dry cleaner in Beijing with over 70 branches also sold group buying online but only sold 30 orders in a month. Normally, such a strong dry cleaner would be popular on group buying sites? You Zhixiong admitted: that's because the advertising lacked highlights.

The reporter found some dry cleaner group buying ads online, mostly showing store fronts or large laundry machines. On Micro Laundry's group buying page, before-and-after photos of clothes cleaning effects were posted. You Zhixiong said many laundry group buying ads show photos of large machines, but customers don't buy that. "Customers want the final cleaning effect, not big machines. The before-and-after photos clearly show the technical level; no matter how good the equipment, if the cleaning is bad, it's useless," said You Zhixiong.

For group buying, You Zhixiong also offered "heart-moving prices." For only 9.9 yuan, customers can wash down jackets and suits, plus one-stop service for bedding, wool coats, leather clothes, bags, and wallets. Low prices attract customer attention and interest. You Zhixiong understands customer psychology well: when clothes are almost "beyond saving" but prices are relatively cheap, seeing online effect photos makes customers willing to try.

A customer saw good cleaning effects on the group buying site and, with a try-it attitude, handed over a moldy baby stroller to You Zhixiong for cleaning. Five days later, You Zhixiong returned a brand-new stroller. Afterwards, the customer directly asked You Zhixiong to pick up 20 pieces of clothes and shoes from her home for cleaning. "Once customers try, I'm confident they won't leave because our service quality binds them," said You Zhixiong.

Unique secret + thoughtful service

"Micro Laundry's good reputation relies on quality and service." You Zhixiong has always been practicing this.

A customer had a handbag full of mold spots and tried many methods to remove them without success. After learning about You Zhixiong's skills online, she came to him. While the customer was worried about using her expensive handbag as a test, You Zhixiong personally returned the refreshed handbag. For You Zhixiong, removing mold spots is a "piece of cake." So the customer trusted him and brought all the clothes needing cleaning at home.

Not only mold stains, but also problems like removing mold, yellowing, and oil stains that most dry cleaners cannot solve are trivial matters in You Zhixiong's view—because he has a unique secret technique. In March 2012, You Zhixiong went to Guangdong to assist an experienced laundry master. Later, they developed a secret method for removing mold, yellowing, and oil stains. When cleaning clothes, You Zhixiong never needs to wear gloves. The environmentally friendly materials not only do no harm to the clothes but also have strong stain removal ability. It can be said to save effort and labor.

You Zhixiong is full of confidence in the laundry technology he has mastered. He believes that many dry cleaners currently operate as franchisees, with short training periods, and their laundry skills and techniques are not well grasped, so they cannot be considered professional. A dry cleaner in Swiss Garden lacked the technology to handle mold stains, yellow stains, and color bleeding, so they sought cooperation with You Zhixiong. The laundry and dyeing restoration technology of this dry cleaner is exclusively provided by Micro Laundry, and You Zhixiong only charges industry-standard prices.

In addition, You Zhixiong often exchanges management experience and laundry techniques with everyone in the group, continuously improving his skills and solving more customer problems.

What if two pieces of clothing are washed together and accidentally cause mutual dyeing or color bleeding? You Zhixiong posted this difficult problem in the group to ask for advice. Everyone chimed in with dozens of methods. Following the suggestions, You Zhixiong experimented one by one. Over three days, he repeatedly washed, dried, and tried on the color-bleeding clothes. "This cost and time must be willingly paid, and this technique must be mastered," said You Zhixiong.

Unique secret techniques and continuous improvement of service quality are not all that You Zhixiong pursues; he also aims to move towards standardized enterprise operations to create thoughtful services for customers. Wearing shoe covers, work clothes, and hats, and packing neatly—these seemingly trivial details are indispensable in You Zhixiong's view. Only formal service can dispel many customer doubts. You Zhixiong said, "Even in the Nanning laundry market, where prices are in the mid-to-high range, Micro Laundry, with relatively good service and quality, can slightly raise prices, and customers are still willing to pay."

The continuously growing "Micro Laundry"

Gradually, Micro Laundry's "unique operation" transformed dry cleaners into a platform favored by customers, and for You Zhixiong, the turning point in life was in September 2007.

You Zhixiong graduated in 2003 with an accounting major from Guangxi International Business Vocational and Technical College. In 2007, dissatisfied with the status quo, he resolutely resigned from a stable job in a state-owned enterprise and decided to start a business with friends, engaging in cleaning services and contracting daily cleaning work for shopping malls. However, as competition increased and market share shrank, You Zhixiong, with some experience, decided to change his business model. In May 2012, he began laundry services, investing 100,000 yuan in dry cleaning machines, dryers, disinfection cabinets, and other equipment.

Accumulating customers in a short time was a challenge for You Zhixiong. For every laundry customer, he strives for satisfaction with high-quality service. He encountered a customer whose suit worth over 4,000 yuan lost buttons, and the spare buttons were also missing. From this customer, You Zhixiong found inspiration: to offer a service to keep spare buttons for customers. As long as customers leave spare buttons at Micro Laundry, they can retrieve them when needed and have them sewn on for free. This won customers' trust and brought more repeat business.

With increasingly mature business ideas, You Zhixiong already has the next plan in mind. In September this year, You Zhixiong's first Micro Laundry experience store is about to open. In the experience store, customers can drink coffee to pass the waiting time, allowing them to feel that laundry is also a process of leisure and enjoyment. "Reputation is the most important," You Zhixiong has always insisted on this attitude: "Even if a customer does not bring much benefit to the dry cleaner, we must provide good service. Good service and good quality will eventually spread far and wide."

"Starting from the heart, sincerely letting customers feel the attitude of quality service is something others cannot replicate no matter what," You Zhixiong confidently added.