Core Insights - The private domain economy has become a core engine for long-term growth for brands as customer acquisition costs rise and traffic dividends fade [1] - By 2024, over 32% of companies are expected to have private domain revenue accounting for more than 10% of their total income, with leading brands doubling their repurchase rates through refined operations [1] Group 1: Campus Scene as a Strategic Market - The university student demographic is a key battleground for brands due to their consumption potential and social sharing attributes, with an expected annual consumption scale of over 960 billion yuan by 2025 [2] - Key factors influencing their purchasing decisions include brand awareness (47.95%) and product design (41.30%), indicating a strong opportunity for brands to cultivate long-term users [2] Group 2: Operational Methodology of "Zhangshang University" - The campus agent system has incubated over 80,000 campus agents, creating a network of trust among peers through a dual incentive mechanism of commissions and high-salary offers [4] - The service model includes differentiated offerings such as "delivery to dorms" and "one-on-one after-sales," enhancing the consumer experience and establishing brands as the first choice when needs arise [5] Group 3: Collaboration with Enterprises - "Zhangshang University" has established "HanDream University Studios" in 11 universities, integrating real business projects into campuses, allowing students to gain practical experience while building emotional connections with brands [6] - This model not only prepares students for future employment but also helps brands secure early consumer loyalty among the future main consumer force [6] Group 4: Value Reconstruction - The operational model of "Zhangshang University" facilitates short-term sales growth while achieving value transitions in three areas: brand youthfulness, user asset accumulation, and talent strategy [7][8] - The campus agent system has helped brands accumulate over one million private domain users, significantly increasing repurchase rates through continuous content engagement and benefits [8] - The initiative has also provided over a thousand students with training opportunities annually, enhancing the brand's image as an employer and creating long-term competitive advantages [8] Group 5: Future Growth Potential - As the private domain economy shifts from "traffic competition" to "value cultivation," "Zhangshang University" employs a three-dimensional empowerment model of "scenes + technology + ecology" to unlock growth in the campus market [8] - The innovative practices of "Zhangshang University" have been recognized for connecting education with industry, providing a model for addressing talent supply-demand mismatches [8]
私域经济进入精耕时代 掌上大学破解品牌年轻化难题
Zhong Guo Chan Ye Jing Ji Xin Xi Wang·2025-06-13 03:04