When will the “longest winter vacation” in history end? When can we say goodbye to online classes and return to school? This is the topic of greatest concern to teachers, parents and students across the country.
Due to the impact of the epidemic, the start of school this spring has been delayed. As the epidemic situation shows a positive trend, some provinces and regions have deployed staggered school starts and are gradually restoring normal teaching order. Some grades have been notified to start school, and some places are making advance arrangements for resuming classes.
This article mainly analyzes the user group of college students , and looks at how information flow delivery can directly hit the students' inner demands, fit the students' consumption scenarios, and conduct marketing. After the epidemic is over, there will be a rebound in consumption, and advertising targeting student user groups should be prepared in advance.
1. Crowd Insights
1. Portrait of college students
Growth Background: Internet Integration into Life
With the advent of the mobile Internet era, the Internet has penetrated into every aspect of life. Contemporary college students grew up in a more mature Internet era and became the first generation of Internet natives, which has influenced their consumption behavior to a certain extent.Consumption power: a new generation of powerful buyers The annual daily disposable amount of college students reached 381.568 billion yuan. In addition to daily disposable income, large purchases are made at your own discretion.2. Back-to-school season consumer productsDaily consumption : There are differences between men and women. Women pay more attention to dressing up, while boys like games and parties.Large-ticket consumption : Digital 3C products are the main large-ticket consumption of the Internet generation. Secondly, travel and training and certification are also of interest to college students. (Large-amount consumption refers to more than 800 yuan)Travel consumption description : Mostly short trips near schools, small gatherings with friends in the early stage of school when studies are not busy.Certification training instructions : Junior students focus on basic skills training, while senior students who are about to enter employment prefer certification training.
Digital 3C Description : When purchasing a mobile phone, boys pay more attention to configuration parameters; girls pay more attention to appearance and pixels.
3. Consumption channel selection of college studentsMobile phones, digital products, beauty products, skin care and other personal products are mainly purchased through online platforms , while beverages and food are sold at nearby convenience stores, and branded clothing stores still have a place.4. Insights into college students’ consumption behaviorInformation source : Recommendations from classmates/friends are the primary source of information. Secondly, girls are more likely to be recommended by fashion bloggers, while boys are more inclined to refer to market sales. There is a strong desire to spread the word about useful products.Consumption decisions : Most large purchases are rational decisions, and the proportion of impulse purchases is relatively low.Consumption habits : Installment payments provide necessary support for nearly half of college students, and boys are more willing to consume in advance than girls.5. Summary of Crowd Insights 1) Students who grew up in the Internet generation tend to consume online 2) Will use financial products such as JD Baitiao and Huabei to pay in installments and support large-scale consumption 3) Refer to the word-of-mouth recommendations of people around you when purchasing, and be willing to spread the word about useful products 4) Personal daily necessities focus on quality, and major consumption is concentrated on travel, digital products, and training (Note: The above data comes from iResearch’s 2018 College Student Consumption Behavior Report) 2. Opportunity industries and marketing suggestions Purchase new equipment in the new semester, marketing opportunities include 3C digital products, personal items, etc.; improve new abilities in the new stage, marketing opportunities include academic degree improvement, vocational/language training, etc.; show new looks to new friends, marketing opportunities include beauty and skin care; have new fun in the new life, marketing opportunities include games, novel reading, etc.1. 3C digital: Play with the latest technologyAppeal : Students have insufficient purchasing power and are sensitive to prices; they demand cost-effectiveness and a more personalized product experience.Strategy : Mobile phones are major consumer products. Consumers will endorse them based on word of mouth from people around them, and also pay attention to the price, reputation, and experience of the product.Creative Examples: Note: The copy should be suitable for the students' language style and capture the students' minds with more interesting expressions. The pictures can try scenes such as games and photos, and the background can be changed to a campus.Landing page gameplay:2. Personal items: Quality life doesn’t need to be expensiveDemand : Pursuit of quality of life, personal items must have texture, high requirements for appearance design, and fashion trends become a consideration factor.Strategy : The copy should highlight the price advantage and depict the before and after changes of the product; the pictures should be high-definition to reflect the texture of the product.Creative Examples:Landing page gameplay:3. Academic advancement: multiple possibilities for further studyRequest : I want to get a formal degree quickly, I don’t want to spend too much time and energy, and I have doubts about the recognition of the diploma.Strategy : The copy reflects the authority of the training institution, and the fact that the training can be conducted in spare time and even with poor basic skills. The pictures use beautiful students + certificates + schools to arouse the desire for higher education.Creative Examples:4. Vocational training: A skill will ensure a smooth futureAppeal : College students are preparing for work and hope to pass training and certification while also gaining practical experience.Strategy : Emphasize the combination of theory and practice, which can be learned in a short period of time and can highlight the advantages of career prospects. The combination of beautiful pictures and certificates can become a click-through tool, and related scenarios can also be used to clarify the business.Creative Examples:5. Language training: English learning becomes popularRequest : Some are preparing to study abroad and hope to pass TOEFL and IELTS; others want to increase their job-hunting competitiveness, with oral expression as their strongest focus.Strategy : The qualifications, teaching staff, and teaching methods of educational institutions can be promoted by offering free trials during the school season. Pictures can include scenes with foreign teachers or scenes of multi-person communication.Creative ExamplesEducation and training landing page suggestions: The header image can use the image of a beautiful campus girl and add information selling points. The form position can use scholarship gimmicks and set up tuition discounts; or use evaluation types (how long does it take to get the certificate); the overall design should be youthful and energetic.6. Beauty and skin care At the beginning of the school year, everyone wants to show a good-looking face to their classmates and teachers, and these consumption items have become popular in the face-saving project.Creative strategy: The copy should emphasize the changes before and after the decision, as well as the benefits after the change; pictures can try cartoon, Japanese, and Korean style photos of beautiful women, which are closer to the image of students, and avoid model photos in the gallery.Creative Examples:Landing page gameplay: The landing page is brightly colored and uses images of cute girls. Some hand-drawn illustration elements can be added to combine it with the external materials of the anime. The form uses skin testing to obtain clues, combined with customized conditioning methods, and pushes users to fill out the form.7. Software games, novel reading Software games, novel reading and other apps can also cleverly take advantage of the start of the school season, combining targeted screening based on academic qualifications, age, etc. to accurately reach the college student group.Creative Examples: Note: The copy directly expresses that the APP is free, which can save living expenses, and can also be endorsed by word of mouth among people around, which is close to students' lives; pictures use images that students like to see, which can be novel covers/APP interfaces, or scenes where students use the product.Video suggestions: Try using video materials when downloading novel and game apps, and the effect is good. It can display the content of the APP more intuitively. It is recommended that the video cover can be made separately, combining elements of the school and students. Every marketing node remains essentially the same. Only by carefully examining user psychology and needs and using insights to drive creativity can you firmly grasp the hearts of users! Do you have an answer in your mind for this wave of marketing during the back-to-school season? Advertisers, please prepare in advance!
