Abstract: [Abstract]　As one of the main entrances of Mobile Internet, Wechat provides a new platform for digital marketing of publishing units. Doing a good job in the WeChat public account can realize the online and offline marketing interaction of publishing products, especially for digital publishing products, innovate the business model of digital publishing and provide a new path for the digital transformation of traditional publishing. This paper analyzes the WeChat operation case of China Children’s Press and Publications Group and proposes new ideas on the operation of WeChat public account to the traditional publishing unit from the aspects of WeChat public account positioning, content operation, user operation and e-commerce operation.