According to iResearch data, the domestic campus market in 2015 has a scale of 400 billion yuan, corresponding to the amount of direct consumption, and there is still a greater consumption potential of college students. With the rapid development of the mobile Internet, students in the school are highly favored by Internet companies because of their high acceptance of new things. When it comes to campus Internet companies, there has been a brief delay behind Renren. Later, under the call of “Double Creationâ€, there are some post-90 star Internet entrepreneurial projects, such as the super curriculum that caused the controversy, and was praised by Premier Qiang. Part-time cats, and the ofo project that just got 100 million yuan investment, but after many years of observation on the campus market, the current campus market, although a series of new products influx, the speed is also faster, but the current marketing expenses are the most traditional industries Mainly, the operators bear the brunt. Operators entering the campus market can be said to be one of the longest-running organizations. Apart from the scattered student team and the three major operators entering the campus market, they have strong contact with the school. For example, opening a business hall in the school directly New student admission notices are included in the phone card, as well as the construction of the school network. The reason why operators value the campus market is nothing more than the students' strong spending power. It is necessary to know that the average cost of college students is far above the average level, and after the user locks in, they can still use it for a long time after graduation. Consumption potential. For many years, operators have attached importance to the campus market. Another important reason is that they have excellent access to new users. Ten years ago, many students entered the university to have their first mobile phone. Five years ago, college freshmen generally faced a wave of changes. In addition, it is obviously a good time for operators to obtain users. In addition, it is particularly important that 70% of university students in China are studying in different places. At this time, the original mobile phone number has high long-distance roaming. Fees, it is also inevitable to change the mobile phone number (even if you don't change it, you will add a mobile phone number where the university is located). However, starting from October 1 this year, China Unicom announced that it will further cancel the roaming charges for the Group's unified package. Earlier, China Mobile and China Telecom also said that it is expected to cancel long-distance roaming charges by the end of this year, which means that the three major operators have set a timetable for the cancellation of long-distance roaming charges. The habit of using mobile phones in the current crowd has been steadily developing, and a mobile phone number is tied to many personal information, such as bank cards, websites, mobile APPs, etc., which undoubtedly increase the difficulty of replacing numbers. For the current university freshmen, it is very likely that a mobile phone number has been used for ten years. This number is bundled with a large number of personal account information and contact information, and after the long-distance roaming fee is cancelled, there is no obvious economical change of the number. Advantages, no doubt lack the motivation of the most important change behavior. Although the proportion of voice revenue of the three major operators has been declining, the wireless traffic revenue has been rising. Even China Mobile's 2016 interim results show that China Mobile's traffic revenue surpassed the traditional business for the first time in the first half of the year, becoming the company's largest source of revenue and canceling long-distance roaming. The fee will not have a big impact on the overall revenue of the operator. However, for any market, it is worthwhile to invest more in revenue and profit. The campus market is no exception. I have learned that some operators have closed down some business halls in colleges and universities and reduced their investment in campus. The young people are the main people who use traffic, and the college students are among them. However, compared with the economic benefits of acquiring new users before, the commercial value generated by the promotion of student credit consumption through the product promotion is undoubtedly much lower. In my opinion, for students in school, if they want to change their mobile phone number, the effective road is the campus WIFI promoted by the school, which is equivalent to the student having to use the carrier's mobile phone in order to use the campus network. The number is logged in, or directly bound to the campus card, docking library, canteen and other school management systems, but this kind of monopoly to achieve the purpose of the end, not only is criticized and inevitably subverted. Faced with the current situation of change, the three major operators in the campus market for more than ten years said that the departure is too serious, but before the new model breakthrough can be found, it is an inevitable trend to reduce the budget for the campus. In the face of change, under high pressure is also a new breakthrough opportunity. In the 2017 school season, it is imperative that all operators will launch their own countermeasures, and we will wait and see!
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