4.38 million——A month ago, the official website of the Ministry of Education released the number of applicants for the 2024 National Master's Examination, which was lower than that of netizens and *** "or break through 5 million", and the number of applicants for the postgraduate examination has declined for the first time since 2015.
It should be pointed out that despite the acceleration of changes in the macro employment situation, the so-called "lying flat" is more of a self-ridicule of young people in the new era. For this point, the army of graduate students, whose number of people continues to be at a high level, has made a direct proof of "voting with their feet".
However, the problem is that personal career development planning involves a wide range of cognition, especially for fresh candidates with insufficient self-awareness and lack of comprehensive experience, when the uncertainty and various doubts at the social level continue to pervade, in the critical period of the upcoming master's examination, how to adjust their self-mentality in time, optimize the preparation strategy, improve the efficiency of re-Xi, and steer the course of life to "go steadily and far" has become a practical challenge faced by many postgraduate students.
In order to help the "upward" young people pursue their dreams wholeheartedly, on December 12, Dongcheng joined hands with Zhang Xuefeng, a famous teacher for postgraduate entrance examinations, to hold a meeting in its city convenient hotel Baiyunshan store"This presentation will support you - Dongcheng Hotel Group's famous teacher sprint lecture"., to help young people who dare to take the exam to do the final postgraduate entrance examination.
In the nearly 2-hour exchange lecture, Zhang Xuefeng gave a targeted explanation on how to better match their basic interests and personal development planning with professional schools and cities around the mentality adjustment and Xi strategy of the sprint stage of the postgraduate entrance examination, as well as how students who are interested in the postgraduate entrance examination can better match their basic interests and personal development plans with professional schools and cities. Online Zhang Xuefeng's large Douyin live broadcast simultaneously, multiple rounds of lottery exclusive Dongcheng Group free room coupons, and one-on-one interactive Q&A, the whole process is full of dry goods.
The "Moutai and Luckin" in the hotel industry broke the industry barriers and "exploded" out of the circle"Research road with me, Dongcheng accompaniment" - in the Dongcheng Hotel Group famous teacher postgraduate lecture site, Zhang Xuefeng's hard power in one of the puzzles and funny is not reduced, and the frequent "jokes" attract the audience to burst into laughter, whenever he initiates Dongcheng free room coupons in the live broadcast room**, a wave of screen swiping created by many test preparation netizens relay comments, which can be called a vivid cross-section of the creative marketing effect.
Looking around the hotel industry, due to its own genes, tradition and rigidity have gradually become identity labels that many veteran players cannot get rid of. And the linkage between Dongcheng and Zhang Xuefeng this time is really eye-catching. One is a hotel management group, and the other is an Internet celebrity graduate teacher, two who seem to be unable to beat the eight poles, doing things together in the same frame, full of contrast, but there is a full fit of the score.
The table of "fit" lies in the fact that their respective industry positions have a paradigm effect and appeal, and they join forces to create potential energy superposition.
Let's take a look at Dongcheng first, as a leading enterprise in China's hotel industry, according to the "2023 China Hotel Group and Brand Development Report" released by the China Hotel AssociationAs of the end of 2022, Dongcheng Group's hotel scale ranked 5th among Chinese hotel chainsIts "City Convenience" brand ranked 7th in the list of China's economic chain hotel brands, and the "Eshan" and "Berman" brands ranked 11th and 13th respectively in the list of China's mid-range chain hotel brands.
Looking at Zhang Xuefeng again, as a big V in the education industry whose popularity has soared in recent years, comprehensive data shows that as of now, including Douyin, Weibo, Kuaishou, Station B and Xiaohongshu, Zhang Xuefeng has more than 30 million fans on several platforms, which belongs to the absolute top stream on the education track. Because of its clear and straightforward education-related views, it has frequently been searched on major platforms, triggering a wave of national discussion.
The "fit" stems from the "deep resonance" of the two sides in the brand concept and corporate mission, and the service objects are the same.
It is understood that since its establishment 16 years ago, Dongcheng Hotel Group has always focused on the public accommodation market, adhering to the mission of "allowing public travelers to spend less money and live better", and one of its core brands, "City Convenience", to a certain extent, can be called the epitome of China's economic hotel development.
The reason why Zhang Xuefeng was promoted to a "phenomenal" opinion leader in the education field, such as "if you don't have enough wealth and background, then you don't Xi finance" has gained many supporters, is also because of his personal background and study experience of "ordinary people's families", which makes the planning guidance he provides for ordinary families to study and find employment more universal and realistic.
As a huge system engineering, there are many postgraduate Xi courses and a long time span, and overall planning is particularly important. Driven by the demand side, various Xi rooms and graduate examination rooms have sprung up in recent years, but in addition to the basic accommodation function, with doubt resolution and psychological construction as the core, its core is not ideal due to the lack of practical response to the real pain points of candidates.
This time, Mr. Zhang Xuefeng used the innovative attempt of "offline lectures and online live broadcasts" for the first time, and the offline experience was strong, so that the students could walk into the Dongcheng Hotel and listen to the on-site face-to-face teaching of the famous teachers, which was closer to Mr. Zhang Xuefeng and had a more real experienceStrong online aggregation, synchronous live broadcast on Mr. Zhang Xuefeng's Douyin live account, so that more students who cannot be present can share the dry goods shared offline.
At the scene of the postgraduate entrance examination lecture, more than 100 postgraduate students crowded the inside and outside of the venue, and the synchronous live broadcast data showed that the number of ** exceeded one million, the number of likes exceeded 5 million, and the number of comments was close to 20,000.
In fact, in order to "break the circle", in recent years, it has become quite common for the hotel industry to cooperate with celebrity influencers in cross-border marketing. A closer look can be found that due to the motive of "taking it for granted", the target users of both sides have a low degree of matching between the fans and audiences, the pertinence of joint marketing is out of focus, and the interpretation of the brand concept is vacant, resulting in many cases with an obvious sense of "pulling and matching", and finally there is more than enough gimmick and insufficient value precipitation.
On the other hand, the "trinity" cooperation between Dongcheng and Zhang Xuefeng provides comfortable accommodation and sprint guidance for the postgraduate examination group, and the ultra-high fit of user circles, brand tonality, and scene needs makes it break the industry barriers, and the "trinity" of the two sides accurately grasps the cross-border scene marketing characteristics, vividly interprets the operation paradigm of the core of the value concept, accurately grasps the linkage mystery of "unexpected and reasonable", and plays a 1+1>2 "king fried", which provides a timeless reference value for brand building and innovative expression in the hotel industry.
ChinaHotelsThe first cooperative enterprise in the industry, Dongcheng Group has expanded the boundaries of youth
Analyzing the motivation for Dongcheng and Zhang Xuefeng to hold the postgraduate entrance examination lecture, the core of which is to implement the "all in young" strategy that the group has fully promoted in order to conform to the trend of younger industries.
Represented by "Generation Y" and "Generation Z", along with the young group becoming the main force in the tourism and hotel market, "those who win the young win the future" has become an industry consensus. From 2019 to 2023, the proportion of its members aged 19-25 has increased from 13% to 17%, according to Dongcheng data.
Based on the long-term insight into the new generation of young consumer groups, in recent years, Dongsheng has been committed to the rejuvenation of the brand, the rejuvenation of products, and the rejuvenation of communication.
Focus on brand rejuvenation. In March 2023, Dongcheng Group's new super IP - green cat was born, and the unique image of the animal's IP with crescent eyes, British short cat forehead, and asymmetrical belly pattern exudes youth and liveliness everywhere. Prior to this, ** animal IP had never been involved in a domestic hotel group. As a pioneer, Dongcheng's determination and pioneering spirit to embrace rejuvenation speak for itself.
Cheng Xinhua, founder of Dongcheng Hotel Group, said that the domestic hotel industry has long been bound by some stereotypical and serious images, and is not close enough to current users. Over the years, Dongsheng has made every effort to strengthen its innovative DNA and deeply integrate Internet thinking, hoping to change the consistent image of the hotel industry, and Qingmao will unify the communication image of Dongcheng Group and its sub-brands, build a bridge of close communication with consumers and investors, continuously enhance brand awareness and loyalty, and bring consumers and investors a new choice and experience.
When it comes to product rejuvenation, it should be emphasized that although the rejuvenation of brand IP belongs to the "outline and leadership", as a typical service-oriented and experience-oriented industry, the rejuvenation of hotel brands must rely on the rejuvenation of products as the basic support.
In view of this, Dongcheng Group has made a high-dimensional differentiation of products with a unique market vision, and it released City Convenience 4. online on March 31, 20220, Yishang 30, Yicheng 30Three iteration products, continue to provide more high-quality, multi-level hotel products and thoughtful and reasonable hotel services for the young public.
For example, the new version of the City Convenience Room has custom illustrations unique to the local city to attract young people to check inThe staff uniform is replaced with a trendy T, breaking the business impression;The new version of Eluxon's Green Garden Restaurant design draws on the new catering brand and is more youthfulThe new version of Yicheng Hotel has hung paintings in the lobby of Lang Shining, and the original paintings of Lang Shining and other masters have been realized through the post-95 young people, and new works of ancient paintings have been realized.
As for the younger communication, as early as May 2022, City Convenience joined hands with QQ** to launch the "Listen to me, sleep better"** sleep handbook cross-border marketing campaign, realizing the resonance and communication between tens of millions of members and the Dongcheng Hotel brandDongcheng also hosted the "Insomnia Front Alliance" event, which sparked a topic among as many as 150,000 college students through the boot market and camping that young people are keen on, and became young together online and offline.
In addition, represented by the launch of self-service check-in machines, self-service lockers, intelligent robots and other services in recent years, including intelligence, big data and Internet operations, Dongcheng continues to improve the service level of the next generation of young consumers, and embraces the youthful popularity of young people together with the investment ecosystem.
Based on the efficient promotion of the above-mentioned group strategy, the cooperation between Dongcheng and Zhang Xuefeng is not only Zhang Xuefeng's first cross-border hotel industry, but also another industry breakthrough and innovation attempt for Dongcheng to actively embrace rejuvenation. What is reflected behind it is Dongcheng's in-depth insight into the realistic needs and collective emotions of contemporary young people under the drastic changes on the demand side.
In a word, from the previous product co-branding to create a sense of freshness to break the circle of drainage, to the creative cooperation with more than 30 million fans of the young life coach Zhang Xuefeng, through the double help for young students who are physically and mentally weak on the road to graduate school, the functional value of the Dongcheng brand superimposed the emotional value, while gaining more young people's attention and recognition, it also greatly narrowed the communication distance with the target users, and in the grand context of the times, the sincere attempt of Dongcheng and Zhang Xuefeng also created a more cross-industry value resonance.
Contemporary young people are under pressure, and they continue to help on the road of life struggle
Just a few days ago, the Ministry of Education and the Ministry of Human Resources and Social Security held a meeting to deploy the employment and entrepreneurship of the new college graduates. According to statistics, the number of graduates from ordinary colleges and universities in the country in 2024 is expected to increase by 210,000 to 11.79 million, hitting a record high.
All sectors of society must face up to the fact that contemporary young people are a generation under pressure, when education is involuted, employment is severe, and in the face of the real resistance generated by the drastic changes in the macro situation, countless young people who have no choice but to be anxious, imitating and even powerless, but they are still unwilling to lie down, and they resolutely choose to strive to break through themselves, which constitutes a group portrayal of China's new generation.
Behind the tide of postgraduate entrance examinations, it is the desire of young people to strive for progress. It is difficult to study the road, but it is cool to insist on it, and Dongcheng, who has been accompanying young people for a long time, not only has warm companionship, but also practical help.
In fact, not only the postgraduate entrance examination, but also the annual college entrance examination is an important node for major brands to communicate with the student group. In the 2023 college entrance examination season, as the "All in Young" strategy promoted by Dongcheng Group, it will join hands with the three major brands of Dongpeng Special Drink, Flash Delivery, and Durian Moment to boldly play stalks, and reduce the pressure of candidates as much as possible through expressions that are closer to the psychology of young people and can resonate more with young people.
Specifically, combined with the lying flat literature of the current Generation Z "choosing incense between going to school and progressing", Dongcheng will have a deep insight into the anxiety behind the college entrance examination, in addition to creating a safe and comfortable preparation environment for candidates in hardware, providing flash delivery worry-free preparation materials pick-up and delivery services, Dongpeng refreshing test preparation drinks, and durian moment test preparation energy snacks, but also in terms of content creativity, with the homophonic stalk of "good color head" for the candidates' spirit to loosen: Dongcheng Hui, what will be examined, flash delivery, the whole middle of the bet, different, naturally high "zongzi" in one fell swoop, Drinking Dongpeng, the examination luck and other copywriting won unanimous praise from the candidates, and the on-site check-in atmosphere was strong.
It can be seen that from escorting the college entrance examination to the public examination companion examination, from the warm delivery to the Huangpu Military Academy for talent training and transportation in the hotel industry. Young people are in**, Dongcheng is in**. Dongcheng has always paid attention to young people, understands and is willing to do something for the life struggle of young people, take the initiative to contribute, and actively assume the responsibility of corporate brand.
Start with appearance, fall into talent, and be loyal to character" - in the final analysis, it is just like the future of Xinhua's summary of the consumption preferences of a new generation of young people, the hotel is to serve people, and it is necessary to study the target consumer group and provide products that meet the aesthetic and consumer needs of the target consumer group, which is the foundation of the hotel.
It is hoped that through Dongcheng's rejuvenation strategy, it can provide consumers with new choices, feel a different experience, and also bring a little fresh air to the industry and contribute a little creativity and strength. ”