2025年高校人群营销指南

Core Insights - The article discusses the transformation of campus marketing strategies targeting the Z generation, particularly focusing on the 1 billion+ active users in the college demographic on the Kuaishou platform [1][9] - Kuaishou's marketing guide emphasizes the shift from traditional one-way marketing to a two-way co-creation model, where college students become active participants in brand communication [1][9] Group 1: User Characteristics - Kuaishou's college demographic is characterized by a stable scale, distinct regional distribution, and high engagement, with over 100 million monthly active users as of the first half of 2025 [2][3] - The user activity peaks during holidays, aligning with students' schedules, and shows a significant concentration in new tier cities, while engagement in higher-tier cities exceeds 110 TGI [2][3] Group 2: Behavioral Habits - The "night economy" and "creative enthusiasm" are key traits of the college demographic, with peak activity hours from 19:00 to 24:00 and TGI exceeding 220 during late-night hours [3] - This demographic is both a "search expert" and a "content creator," with over 80 million users initiating searches on Kuaishou, indicating a higher search penetration rate compared to the overall user base [3] Group 3: Consumption Behavior - The college demographic exhibits a "node-driven" consumption pattern, with 14 million users making purchases monthly and a notable increase in brand consumption, with a 70% year-on-year growth in brand spending [4] - The average payment amount per user shows a fluctuating growth trend, particularly peaking during promotional events like Double 11 [4] Group 4: Product Preferences - The primary consumption categories include practical needs and self-indulgent purchases, with mobile devices and digital products being the top category, showing a 53.4% year-on-year increase in spending [5] - Beauty and personal care products also see significant sales, particularly during key promotional periods like National Day and Double 11 [5] Group 5: Content Ecosystem - The college demographic has established a complete engagement cycle of "watching-searching-creating," with a clear preference for entertainment content, leading to a strong "watch-and-buy" habit [6] - Content creation is closely aligned with user interests, particularly in gaming and entertainment, with TGI values exceeding 140 for popular content categories [6] Group 6: Marketing Strategies - Kuaishou proposes a "CAMPUS campus marketing strategy" that emphasizes content co-creation, encouraging brands to engage students through creative tasks and collaborative projects [7] - Successful case studies include a campus video competition that attracted over 100,000 participants and generated 3 billion views, showcasing the potential for brand engagement [7] Group 7: Interest-Based Operations - The strategy focuses on precise targeting of core interests such as gaming and beauty, with tailored campaigns designed to resonate with specific student demographics [8] - Brands are encouraged to leverage key consumption periods to optimize marketing strategies, such as collaborating with influencers during exam seasons to drive product awareness [8] Group 8: Long-Term Relationship Building - The article emphasizes the importance of building a "win-win partnership" with the college demographic, positioning students as co-creators and future brand advocates rather than mere targets [9] - This approach aims to foster long-term relationships that enhance brand loyalty and user engagement in the evolving Z generation consumer market [9]