自如命题策略单

Company Overview - Ziroom is an international technology company providing high-quality living services, established on October 18, 2011. It has expanded its operations to 8 countries and regions, covering over 100 cities globally [2] - The company offers a comprehensive platform for buying, selling, renting, smart home decoration, and lifestyle services, catering to both domestic and international users [2] Project Overview - The "Haiyan Plan" is Ziroom's most significant corporate social responsibility project, aimed at providing rental support to recent college graduates entering the job market. Launched in 2013, it has benefited 4.5 million graduates from thousands of universities globally, with a total deposit reduction of 1.3 billion yuan [3] Participation Details - Graduates can participate in the Haiyan Plan by submitting their information through the Ziroom app or mini-program. Successful verification grants access to exclusive rental benefits, while unsuccessful attempts provide a non-graduate rental package [4] Eligibility Criteria - The Haiyan Plan is available to recent graduates from accredited universities, including those from Hong Kong, Macau, and Taiwan, specifically targeting students graduating in 2026 [5] Benefits of the Haiyan Plan - Participants can enjoy various benefits, including no deposit for all payment methods, monthly rent payment options, and a moving discount coupon worth 200 yuan for use with Ziroom's moving services [6] - A rental voucher valued at 1,000 yuan is also provided upon successful verification [7] Campaign Timeline - The campaign will run from April to August 2026, with peak promotional activities expected in May and June [8] Target Audience - The primary audience for the campaign includes rental-seeking recent university graduates [9] Campaign Objectives - The main goals are to increase awareness of Ziroom and the Haiyan Plan, attract more recent graduates to participate, and encourage more renters to choose Ziroom [9] Budget Allocation - The execution budget for the campaign is set at 1 million yuan [10]