Zhang Jixue of Xinchao Media: Marketing in China - Whoever gains the communities, gains the world.
On November 19, the "Fourth China New Trend Brand Conference" was grandly held in Shanghai. Zhang Jixue, the founder and chairman of Xinchao Media, shared that data shows that 70% of consumption in the United States is in the community, and currently in China, more than 50% of consumption is in the community and its surrounding areas. More than 70% of e-commerce purchasing behavior is completed at home. Therefore, it is an inevitable trend for products and services to reach the home. In China, 700 million people live in the community, and 60 million people work in office buildings. More than 60% of people's time is spent in the community. The trillion-dollar gold mine of the consumption community has only been half developed, and the community is the main battlefield of consumption.
The essence of the media is that where people are and where consumption is, advertising should be placed there. Previously, there were misunderstandings in advertising placement in marketing. Advertising is placed in business districts, but there are fewer people shopping in business districts; advertising is placed in office buildings. There are 470 million people working in the country, but only 60 million people work in office buildings. No matter where they work, they will always go home in the evening, and they will also stay in the community on Saturdays and Sundays. Therefore, advertising should be placed in the community.
In the past 30 years, TV advertising has been the first community media, making many brands such as Moutai, Wuliangye, Mengniu, and Yili successful. Today, elevator advertising is the first community media, making brands such as David Mop, Yaya, Huang Tian'e, English Infant Supplementary Food, Deyou Wet Toilet Paper, and Milkground successful. Community media occupies the living space that consumers must pass through every day and is the ultimate battlefield for brands.
Today, Xinchao Media has achieved "double firsts": it is the number one in China's community media and the number one in China's community elevator smart screen. It has newly upgraded a complete set of community marketing methodology, that is, to connect the marketing as a whole under the community scenario with the closed loop of "marketing + sales". "Marketing" is to plant grass, fully using media products such as detonating the community, Jingchao Plan, Liangchao Plan, offline private domain, etc., to help brands grow and complete online + offline grass planting; "Sales" is to mow the grass. Combined with online e-commerce, private domain, LBS community three-kilometer store drainage, and Xinchao Preferred and other channels, it helps brands complete online + offline harvesting, forming a closed loop and strengthening the transaction effect.
