The more mature the enterprise is, the more it will consider the input and output when doing campus market. For example, the campus of Meituan invested a lot of energy in 20 14, because it began to cut into the field of takeaway at that time. After the white-collar market is banned, students' acceptance of new things will always lead the average level of the whole society, so they choose to enter the university campus. Today, the US group take-out has been going on for three years, and both the transaction volume and the number of transactions are far behind the white-collar market, especially the low unit price of campus customers and the difficult distribution problem, which makes the US group take-out choose to focus on the campus market.
However, there are still many immature enterprises, or enterprises that have never done campus market, which will blindly invest a lot of money in schools. So when it comes to college students' annual direct consumption exceeding 500 billion, what we need to think about is, what does this have to do with us? If there are no related enterprises, there is actually no need to be a college student market.
Next, I will talk about why enterprises should do campus market, mainly doing two things: 1. Control future behavior trends, build campus brands, and help the sales and transformation of products or services; 2. Inject a steady stream of fresh blood into the enterprise to make it last forever.
Now more and more enterprises pay attention to the post-90s generation. Personally, I think it is absolutely necessary. When it comes to consumption upgrading, we are not pursuing high prices, but paying attention to changes in consumer behavior. The obvious characteristics of post-90s group consumption are: niche, personalization and the pursuit of KOL.
If an enterprise can't capture the behavior changes of such groups, it will lose its future. For example, a brand I used to like, Metersbonwe Bang Wei Bang Wei, whose loyal users are the post-80s group, failed to grasp the behavior changes of the post-90s and post-90s, resulting in the closure of a large number of offline stores; In sharp contrast, Zhang Dayi, an online celebrity, ranked second in the women's wear list of Taobao on 20 16, with sales exceeding 100 million. It is not impossible to break 200 million in a single day under the condition of insufficient inventory.
There is no doubt that college students are the backbone of young people. Historical experience tells us that we should never question young people, because they represent the future and we will grow old eventually. For example, many older people don't like the second element, and think that animation is just cartoons watched by children, but this can't resist the development trend of animation, because young people are willing to pay for it, and their consumption and behavior habits will be the mainstream behavior of society in ten or twenty years.
The brand investment of enterprises in the campus market can keep the company young all the time, gain the views and needs of the post-1995 group in time, and improve its products. At the same time, the consumption expenditure of college students is increasing year by year, and this kind of market activity is also conducive to the related transformation of the sales behavior of products and services of enterprises. Of course, once students recognize a brand, their consumption potential will create greater value for the enterprise.
In addition, remember that the core of marketing is continuous exposure. Don't stop marketing just because your company is well known. For example, Pepsi invests a lot of money to do some campus competitions every year. In my mind, there are probably not many companies more famous than it.
In addition to the brand and market level, most enterprises hope to have a lasting foundation. For example, Alibaba just wants to be a 102 enterprise. How do we do this? Need a steady stream of fresh blood, college students are undoubtedly needed by enterprises. Freshmen have strong plasticity and can bring some new inspiration. Especially some products are targeted at young people's enterprises. It is hard for me to imagine that a group of middle-aged people can make products that make a group of post-95 s play very high.
And to do campus recruitment, you must do a good job of early guidance, otherwise even if your business is very powerful, students will not choose because of lack of cognition.
For example, a friend of Cisco came to me earlier. As such a global enterprise, because its business is oriented to B-end enterprises, ordinary users and college students don't understand it, which leads them to receive very few resumes when they do campus recruitment. For example, if you see a recruitment information, five people in the company are recruiting an artist, and 99% of you will filter out spam; But if there is pre-guidance, tell you that this company is Taobao shop, Samsung Crown, with excellent reputation and annual sales of over 10 million? There should be some concerns.
It can be seen that from the perspective of grasping the future trend and making the enterprise's foundation last forever, the campus market of college students needs the attention of enterprises. So how to do it specifically needs to be weighed according to the current situation and input and output of the enterprise. A great enterprise often pays attention not only to the present but also to the future at the initial stage.
Author Sun Ling, a senior campus marketing expert and youth growth mentor, pays attention to innovation and entrepreneurship and shares his thoughts every day. WeChat official account: entrepreneur Sun Ling.