Alipay released data: college students per capita consumption of more than 40,000 campus market is rising

Alipay, a subsidiary of Ant Financial, combed through 2016 consumption data from more than 4,000 universities and vocational colleges and more than 10 million college students.

This "different" bill covers college students' shopping, travel, financial management, interpersonal relations, public welfare and other aspects.

It is understood that in 2016, China's post-90s mobile payment accounted for nearly 92%. Chinese college students spent about 40,839 yuan per person on Alipay, a 97 percent increase from 2015, including money transfer, online shopping, giving red envelopes and financial management.

Two million active college students responded within one hour to the self-built ground push team

At present, there are 2800 colleges and universities and 25 million college students. The total annual consumption is about 300 billion, not including the consumer market created by 10 million faculty members and 30 million family members. The university market has become an important battlefield for many enterprises to capture territory, but college students have their specific characteristics and types of consumption, both in terms of promotion content and promotion methods, need to conform to the habits of college students, need to understand their psychology suppliers to participate in. Tui100 was founded in 2011. Jiang Hongliang, the founder of Tui100, served in the education industry in his early years and has many years of offline promotion and cooperation foundation for campus teams. "Campus promotion is different from general promotion. Students' access to information is relatively closed. The popularization and dissemination of information mainly rely on word of mouth among students, forming a relatively closed but active consumer market circle." Based on his insights into college students, Jiang wants to build Tui100 into a "mutually beneficial media channel dedicated to brand operation, product promotion and providing quality products and services to students and faculty on campus."

After two years of exploration, we now have 100 self-established promotion channels with nearly 2 million active students, covering nearly 1/10 students in colleges and universities across the country. Jiang Hongliang said that the campus site promotion is suitable for highly targeted products with precise target users. He has done APP promotion, co-organizing campus activities and other integrated marketing activities. In order to ensure the implementation effect, they have a stable founding team, accumulated hundreds of customer service experience, promotion team management mode has been quite mature. The use of team members who can cover each class deeply, combined with online and offline all-channel information dissemination, supervision and analysis of the whole process, abandoning the previous campus promotion can only be done for half a year, and the dissemination is limited to making exhibition shelves in front of the restaurant and distributing leaflets in the dormitory. In the process of student mobility, the coverage of communication is expanded several times. A new model of campus promotion is taking shape, in which everyone in the campus team participates in the promotion and all students take the initiative to promote. The self-established 3000 ground promotion execution teams can synchronously carry out their work in a short time. Through QQ group, campus post bar forum, Weibo, and even campus email, the one-hour response can make the publicity information accurately and efficiently conveyed to the students. "We can also link up with 15,000 campus clubs for more sophisticated peer-to-peer activities." Jiang Hongliang said.

Because of the occupation of campus channels, the push of 100 attracted the attention of people outside the industry, accused of excessive promotion, disrupting students' normal campus life. "We once installed 1 million apps in 10 days for advertisers, and registered binding". "These achievements depend on our self-built channels, which may lose some balance at this stage. If the team can grow further, it may have more control over customer selection. In fact, what kind of products the campus market needs has always been a consideration of 100." Most of the five core founders of Tui100 came from colleges and universities, and they don't want to give up their commitment to serving teachers and students.

Reengineering cooperation model professional and efficient execution

There are no other than two purposes for enterprises to carry out campus marketing activities: to improve the visibility and reputation of enterprises, to seize the minds of college students; Expand the market share of colleges and universities, or acquire new users, to develop the consumption potential of students. However, the ground push mode of simply acquiring C-end users, such as APP promotion and enterprise wechat and Weibo we-media publicity, has been unable to meet the needs of some advanced enterprises. In addition, there are differences between colleges and universities, advertisers hope that the third party can provide personalized activity suggestions and programs. Push 100 saw the deep needs of advertisers, innovation and advertisers cooperation mode, and the regular campus promotion "determine the promotion demand - file issue - make a plan" is different, push 100 advocates both sides to determine the promotion demand, make accurate and effective program, aiming at the advertisers promotion target, dynamic adjustment of the program.

DM distribution, APP scan code registration, product display are commonly used to push the promotion, advertisers often take the number as the only standard of promotion effect. However, with years of experience in university local push, local push enterprises also play the role of collecting users' opinions to some extent. As a group of college students who pursue fashion and freshness, they expect richer and more intimate interaction forms of activities. This is also the reason why Tui 100 hopes to do the whole case planning and execution upstream. At Qingqing Campus, they heard too many useful voices.

"Internet + Mobile Internet + Campus offline push" is Jiang Hongliang's business summary of the current push 100. "Students in the new era represent the changing trend and represent the future. We can only pursue the pace pursued by the new generation on the basis of past experience and carry out continuous innovation, so as not to be abandoned by The Times."

With effective channel advantages and unique cooperation mode, Tu100 wins a place in the industry. For advertisers, the industry chaos has made them dazzled and at a loss. 10W+ browsing events, over 1.3 billion people live online events, but also let the promotion industry integrity once lost. However, the hard demand of marketing promotion makes businesses have to spend time and money to identify the promotion channels, and even affect other management businesses. From the push 100 made it seems that the subdivision of the push industry, to hesitate in the advertiser, is not a good thing.