Why do more and more enterprises want to enter the campus?

The more mature an enterprise is, the more it will consider the input and output when doing campus marketing. For example, Meituan's campus devoted a lot of energy in 214, because it began to cut into the take-away field at that time. After the white-collar market was blocked, students' acceptance of new things would always be ahead of the average of the whole society, so they chose to enter the university campus. Nowadays, Meituan take-out has been going on for three years, and it lags far behind the white-collar market in both transaction volume and transaction number, especially the low customer unit price and distribution problems on campus are difficult to solve, which makes Meituan take-out choose to focus on the campus market.

But there are still many immature enterprises, or enterprises that have never done the campus market, who will blindly invest a lot of money in schools. So when it comes to college students' direct annual consumption exceeding 5 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'll talk about why enterprises should do campus market and do two main 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.

Nowadays, more and more enterprises pay attention to the post-9s generation, which is absolutely necessary for me personally. When it comes to consumption upgrading, it is not to pursue high prices, but to pay attention to the changes in consumption behavior. The obvious characteristics of post-9 s group consumption are: niche, personalization, and pursuit of KOL.

If an enterprise can't capture the behavioral changes of this group, it will lose its future. For example, a brand I once liked, Metersbonwe Bang Wei, whose loyal users are the post-8s group, failed to capture the behavioral changes of the post-9s and post-9s, resulting in the closure of a large number of offline stores; In sharp contrast, Zhang Dayi, online celebrity, ranked second in Taobao women's wear list in the "Double Eleven" in 216, with sales exceeding 1 million, and it is not impossible to break 2 million in a single day if the stock is not enough.

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 eventually grow old. For example, many older people dislike the second dimension, 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.

brand investment in campus market can keep the company in a young state all the time, and get the views and needs of the post-1995 generation in time, so as to improve their 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 action 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 think that you don't have to do marketing just because everyone knows your company. For example, Pepsi has invested a lot of money every year to do some campus competitions. In my mind, there should be few companies that are more famous than it.

except for the brand and market level, most enterprises want to have a lasting foundation. For example, Alibaba just wants to be a 12-year-old enterprise. How can we do this? A steady stream of fresh blood is needed, and college students are undoubtedly needed by enterprises. Freshmen have strong plasticity and can bring some new inspiration. Especially for some enterprises whose products are aimed at young people, 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 be guided in advance, otherwise even if your enterprise is very powerful, students will not choose because of lack of cognition.

For example, a friend of Cisco came to see me before. As such a global enterprise, because its business is for B-end enterprises, ordinary users and college students don't know about it, which leads to the fact that when doing campus recruitment, they received very few resumes. For example, if you see a recruitment information, five people in the company are recruiting an artist, 99% of you will filter it out as spam; But if there is a pre-guide, tell you that this company is a Taobao shop, Samsung Crown, with excellent reputation and annual sales of over 1 million? There should be some concern.

It can be seen that enterprises need to pay attention to the campus market of college students from two angles: grasping the future trend and making the enterprise's foundation last forever. Then how to do it specifically needs to be weighed according to the current situation of the enterprise and the input and output. A great enterprise often pays attention not only to the present, but also to the future at the initial stage.