Why should enterprises pay so much attention to the college student market? The answer is self-evident. The dividend of the times and the demographic dividend brought by the social development process are the best opportunities for enterprises to consolidate stable growth. Such a strong consumer driving force and a high-level purchasing group are bound to be the "gold market" that enterprises snatch. In-depth analysis of this special market, there are several key factors for enterprises to promote on campus.
Total population: large base and sustainable scale.
The sales volume of any product is directly related to the size of the target audience, especially the mass consumer goods. According to the data released by the National Bureau of Statistics in 20 16, there are 26.253 million college students, 7.65 million college graduates and 7.378 million college students. There are 2,845 institutions of higher learning in China, including 2,553 ordinary institutions of higher learning and 292 adult institutions of higher learning. Generally speaking, the number of colleges and universities in various provinces/municipalities/regions is relatively uniform, with Jiangsu Province having the largest number of 162 and Xizang Autonomous Region having at least 6. The distribution characteristics of colleges and universities are very obvious, with the number decreasing gradually from coastal cities to inland, mostly between 40- 100, and basically concentrated in provincial capital cities. This shows that the high concentration of college students is conducive to the accurate communication and exchange of enterprises and the consumption and purchase of educational products.
Judging from the group size, the total number of college students is large enough to meet the development needs of enterprises. And enterprises don't have to worry about consumer groups being broken, or products being eliminated due to a sharp decline in quantity. College students are a sustainable group, with a large number of graduates every year, but a large number of freshmen are recruited every year. As far as the actual situation in China is concerned, the number of college students will not fluctuate too much in the next 10 year, and will basically remain above 20 million. Although the crowd will change and the consumption needs of college students of different generations are different, it does not affect the total number of groups faced by enterprises, and only needs to constantly update iterative products and consolidate the sustainable growth of products. College students are a young group with obvious demand for fashion, technology, entertainment and other products, which can be said to be a "golden group" worthy of deep excavation by enterprises.
Establish cognition
Understand the campus market, understand the 95, and understand why enterprises should do campus market.
Market players: 2 1.5 million students+26.95 million undergraduate students+7.95 million floating students = 37.05 million; Enterprises-more than 200,000
People born after 1995: 1995- 1999 are mostly only children with the growth of the internet;
The overall family conditions have improved, and most of them have exclusive parental resources and value brand and quality.
"Three Views" after 1995: 1. Entertainment concept: watching movies is basically watching stars; 2. Shopping concept: love to buy things, but also love to dry things; 3. Consumption concept: ahead of consumption, and then return after spending.
Significance to enterprises: 1. Improve the direct sales of existing products and services; 2. Control future user behavior trends and help products and services iterate; 3. Absorb fresh blood and make it last forever.
Total consumption: trillion-level, and purchases are growing rapidly.
To measure the value of a consumer group, we should not only look at the scale and quantity, but also look at the comprehensive purchasing power. With scale and purchasing power, it is beneficial to enterprises and can bring greater development opportunities. According to the data in the Blue Book of College Students, in 20 13 years, the average monthly consumption expenditure of college students in China was 945.6 yuan, and the average annual consumption reached 1 1347 yuan, exceeding 340 billion yuan, exceeding 50% of the average disposable income of urban residents in China. What's more, according to the data of "20 15 Report on Consumer Behavior and Brand Cognition of College Students in China" published by Shanghai Jiaotong University, the average annual consumption capacity of college students in China has reached nearly 20,000 yuan, and the total annual consumption has reached 600 billion yuan. This is consistent with Tencent's survey data: most students spend between 100 1 to 1500 yuan every month. The cost of undergraduate course will be higher, and there will be more people in 1500 yuan every month. Doctoral students spend more, about 40% of them spend more than 2000 yuan a month. It can be seen that college students are not economically independent groups, but their spending power is very strong, and the market scale is nearly one trillion.
All kinds of survey data show more intuitively that college students' consumption is growing rapidly, with an alarming increase. Five years ago, more than 40% of college students spent less than a month in 500 yuan, but now it has soared to 1500 yuan. Nowadays, the consumption ability of college students is basically advancing with the times. In addition, the disposable income of families will increase in the future, and the available expenditure of college students will also be greatly improved in the future. This means that they will have stronger purchasing power, so we can fully understand that college students now pursue the latest electronic products such as iphone7 and experience fresh other products. Therefore, college students have strong consumption level and purchasing power, which provides a good foundation for enterprises to provide corresponding products and services.
Brand Cognition: Transition Period, Choice Specificity
At present, college students in China are mainly born in the 1990s, and some of them began to enter the university slowly after 00. On the surface, this group of people grew up in different environments. They grew up in a social background rich in material and information. Therefore, both ideologically and cognitively, they are relatively mature. They are becoming more and more difficult to communicate, confident, opinionated and full of ideas. But they spend more money and are not short of money. Everyone is radiant. But like other college students in the past, college is a transitional period for everyone to become economically independent. In college, after all, many college students still depend on their parents in life, so they dare not be too extravagant or too casual in consumption. They are more subject to economic independence and will still be influenced by their parents. Therefore, their consumption and purchase choices can be said to be a transitional behavior, and the choices are more specific. How to understand the transition period? For example, most college students in China often participate in sports, such as playing basketball, football, running and badminton, but they still choose some domestic brands to buy sports equipment, and of course, more people choose foreign brands. But after graduation, they are financially independent. Many people buy sports equipment of at least foreign brands, so they seldom buy domestic brands. This is that college students are not independent economically, and they choose according to their inner needs completely during their college years, but choose a compromise way.
Why will it change after graduation? Because the economy is not controlled by parents, the way of consumption and purchase can be completely out of the control of parents and completely follow their own inner choices. So after graduation, their consumption patterns will be very different. Unlike in college, even if they have enough expenses, they dare not be too extravagant considering their parents' factors. Therefore, they are particular about brand awareness, but they will choose transitional brands in consumption, and their purchase choices are more specific, and they will not change easily during their college years. But once out of the campus, the basic quickly changed. This also gives enterprises a good educational opportunity in the transition period. As long as the product is dazzling enough and distinctive enough, it will be attractive enough.
Although college students rely more on their parents for financial resources, they now have more and more other sources of income, such as part-time jobs and entrepreneurship. Generally speaking, the consumption power of college students will only get higher and higher in the future, and the consumption market of college students will only get bigger and bigger. They are also a group of consumers who have time, energy and mood to buy.