“Here Comes the Cat” Quietly Became Popular: Content Marketing in the New Media Era

Abstract

The executives of the Sootoo Internet never thought that a dying WeChat official account would become a red net someday and become a powerful support for the rapid transformation. Here comes the cat is like his own child to Chen Lei. Chen Lei did his best to make it grow healthily step by step to what it is today. The bitterness may only be known by himself. In the development process of Here comes the cat, Chen Lei's team established the core competitiveness through positioning, captured the majority of cat slaves through unique content production, and grasped the trend of the times by entering the whole platform. At present, Here comes the cat has become one of the three IP addresses of the express. This case introduces the development, problems, and solutions of Here comes the cat.