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汗纳迪姆
Aug 03, 2022
In Welcome to the Food Forum
As early as the end of last year, Meituan released the changes in user traffic of the Meituan Education column due to the epidemic. Meituan's online users' demand for adult education and training institutions increased by 174.7% year-on-year, and the demand for children's education and training institutions also increased by 114.2%. From the B-side empowerment of Meituan Education, explore Internet education and training marketing Figure: Trend chart of Meituan education data during the epidemic Such a change does not mean that the epidemic has promoted the demand for education. The essence is that the epidemic has restricted offline travel and enlarged the scene of users looking for education needs online, and Meituan is TOP in the field of local life. The big environment has irrigated the growth traffic for Meituan’s education section, and we also foresee a change in the habits of users’ choice of education and training dimensions brought about by the epidemic . The primary problem that Internet education and training needs to solve is to occupy the POI of the online store, so as to divide up the traffic . Apart from the self-developed and self-collected traffic pool, going to other platforms to occupy a store POI is a relatively low-cost trial-and-error solution, and Meituan's "online store" is one of the more cost-effective channel cases. In the past, education and training institutions gradually began to realize that the way of acquiring customers is changing with the penetration of the Internet. Professionalism will no longer be the only external display of an education and training institution. The evolution of the marketing model has become the focus of education and training enterprises. From the B-side empowerment of Meituan Education, explore Internet education and training marketing Figure: The Marketing Model Change of Meituan’s Offline Education and Training Institutions Meituan Education Zhang Wenyue divides education and training marketing into three stages. From the late 1990s to the early 2000s, it was the 1.0 era, through offline push, single page, and telephone sales. This was also a very effective way of recruiting students at the time, but now the quality of traffic in this way has declined rapidly after the Internet. In the era of 2.0 , the use of search, video advertising, self-media and other methods to recruit students is relatively fragmented and cannot form a sustainable brand cycle service. Today, the empowerment of Meituan Education for the B-side is called Marketing 3.0 , and the core of this 3.0 includes solutions for the onlineization of traditional education stores. As shown below: From the B-side empowerment of Meituan Education, explore Internet education and training marketing Figure: Meituan Education Online Solution In Meituan's "online store" design, five online links have been opened to support: open online store; attract the attention of customers; promote customer choice; Accelerate customer arrivals; Amplify store advantages and build brand . These five items exactly correspond to the consideration-assessment-try-pay-advocacy process corresponding to the 5A education customer acquisition model. A weak intention user, the first consideration; When he starts to choose an institution, he has to evaluate which institution is the best; Decided on this institution, to experience first; Pay after the experience is over; After paying for the service, you can expand more word-of-mouth and evaluation through the service, which can affect more peripheral users with weak intentions or those who have become intentional users. —— Speech by Huang Leilei of Meituan Education Such a cyclic process, which is called "5A" within Meituan, is also a necessary step in the consumer's consumption process. From the B-side empowerment of Meituan telemarketing list Education, explore Internet education and training marketing Figure: Educational customer acquisition model Among them, the Meituan Merchant Environment Album and the video store visit are all necessary functions for users to understand the offline education and training places. The introduction of the merchant curriculum system reflects the professionalism and content outline of the teaching. All content is designed to let parents and students understand the teaching environment, teaching philosophy, and teaching process of the institution when they are presented at the front desk, so as to facilitate more efficient online selection. At the same time, Meituan Education focuses on introducing the shelf, online reservation, and value-added small class functions of experience courses. These are all stepping stones for the effective transformation of education and training. They are of great significance to 4. Accelerating customers to the store and 5. Enlarging the store's advantages and building a brand. . From the B-side empowerment of Meituan Education, explore Internet education and training marketing From the B-side em
From the B-side empowerment of Meituan Education, explore Internet education and training marketing
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汗纳迪姆

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