Goodbye to the Campus war! Sasac Strict search operator Marketing gifts

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[Abstract] In July this year, Sasac to Mobile, Unicom, telecom three major operators to cut marketing costs.

In the beginning of September, as freshmen entered the university, telecom operators began a new round of looting. Reporters on the ground in college visits found that, unlike in previous years, operators of Campus war "gift" means was stopped, operators began to switch to "send traffic" to attract students. This is mainly to respond to the SASAC to the three major operators of the demand for slashing marketing costs.

The phenomenon of physical gifts was halted

"Do you have a bike for your card?" In front of the cafeteria of the University of Communication, a freshman asked the operator's promotional staff. "Not this year." "He was not reconciled to hearing the answer, and went to the other operators ' stalls, just to get the same answer." "Listen to seniors said before can do mobile phone card collar bike." He shook his head sadly and walked away.

Similar scenes have occurred before this year's university operators develop new users ' stalls. A staff member of Beijing Unicom said to reporters at the Communication University of China, "there are not only bicycles but also daily necessities, electronic products and stationery." But this year it is stipulated that three operators are no longer allowed to donate in-kind marketing. ”

Reporters in Beijing Mobile and Beijing Telecom Booth before, also heard the same saying, "This year there is no giveaway, there are provisions." ”

But the reporter still discovered some dozen grazing's gift, for example the telecommunication will give "the Good Voice concert ticket", but moves the booth to have the charge treasure, the handset sleeve and so on accessories. "This is a gift from a handset manufacturer. The mobile site staff explains. In any case, compared with the previous years, operators have really done "orientation does not give gifts."

Reason to cut marketing expense mainly because

According to the reporter understand, the operator campus marketing "Gift" was stopped, the main reason is this year July Sasac to Mobile, Unicom, telecom three major operators put forward a substantial cut in marketing costs, operators used to send gifts to develop the user's marketing practices become the focus of reorganization content.

Prior to this, in the operator's business hall, "deposit phone to send mobile phones" promotional methods have been "buy mobile phone calls" replaced, from this year's campus marketing can also be seen, the operator's traditional marketing tools are indeed forced to make a big change.

There are operators inside the reporter revealed that sasac this year will be the operator of the university marketing to visit, to ensure that "no gift" provisions can be strictly implemented. "This is true false say, but this time who also dare not wind up the crime, will certainly strictly enforce the rules." "The person said.

If the superior regulations are external causes, operators stop giving gifts and internal causes, that is, starting from June this year, the implementation of the telecom business tax to change the value-added tax pilot. Under the tax system, gift promotion means will not increase the operator's tax burden, but after the increase in the battalion, "Business sales incidental to the physical business" will be "as sales" to pay value-added tax, which means that operators if they want to continue to implement the preferential promotional means, will bear more tax.

Measures this year's flagship "traffic" brand

"Gift" was stopped, in order to attract users, operators invariably will "send traffic" as the main means to attract college students.

The reporter compares the three operators to launch the package for the new user, its flow not only is far exceeding last year, moreover with the operator same period other business package is also extremely advantageous. Which Unicom and micro-letter jointly launched the "micro-letter Wo 36 Yuan card", up to 2.8G flow.

Beijing Unicom's site staff said that last year's campus package up to 500M traffic, "the current student demand for traffic has greatly exceeded the voice, so for their package also to highlight the flow of the main." ”

Telecom industry analyst, said the operator of the "gift" war between the current, incremental not to increase the problem is more and more obvious, which also allows operators to actively change marketing tools. He said that the previous year's college marketing, is an important source of new users in the year, many new students are the first use of mobile phones, operators Rob not only the number of users, or the future of the user base. But now, high school students and even a lot of students have used mobile phones, and long-distance roaming mobile phone business more and more, the number of new school change card is less than the original, campus marketing to the operators of new user-driven effect is increasingly weak.