In user-centered marketing, user segmentation is a very important differentiation strategy, and it is also the only way for precision marketing. In the face of the vast consumer groups, how to find the platform's own precise user groups, and then do Fax List differentiated marketing? Today, the author takes college students as the main consumer group of homestay platforms, and analyzes its user segmentation logic from the perspective of product and function development. The start of the school season is approaching, and the start of school for college students every year is comparable to the Spring Festival, with a large floating population and a large range of floating.
As a result, the influence of college students is evident. According to public data, in 2020, the total number of students in higher education in China will Fax List reach 41.83 million. In addition to the flow of school, college students are the main consumer groups in many fields, especially homestays, and their spending power should not be underestimated. As the main consumer group of homestay platforms, what characteristics and advantages do college students value more? How can the platform retain these high-consumption groups? 1. 760.9 billion: the rise of the consumer empire of college students With the upgrading of national consumption, the consumption power of college students has become prominent.
According to the survey data from iiMedia Research, it is estimated that the annual consumption scale of Chinese college students in 2021 will be about 760.9 billion yuan, and the consumption potential is huge. (Data source: Wooden Bird B&B "2020 Annual Data Report") Wooden Bird B&B's "2020 Annual Data Report" shows that Fax List users aged 18-24 account for 53%; Ctrip mentioned in the "2021 Summer Tourism Big Data Report" that college students (19 to 23 years old) account for 69%. It has become the main force of the summer vacation. The per capita tourism expenditure of college students in the summer vacation has increased by more than 40% compared with the same period of last year, which is equivalent to the living expenses of college students for 2 months.