Jiangnan Spring Fold q card: O2O Advertising media empire Dream Hard Circle

Wen i black horse Wang Zesen, on October 9, 2011 officially launched, the second half of 2012 gradually disappeared. This small and chic card, behind the O2O media family of Jiangnan spring advertising media empire Dream. "Jiang wants to borrow Q card to complete the media advertising resources upgrade, from display ads to interactive advertising, through the online and offline, advertising value will be promoted to form a positive concept of the capital market." In May, a former staff member who had participated in the Q card Project told me the story of Q card. Q Card, by the capital market oxytocin is a listed company, the capital market also requires it to maintain a certain annual growth rate, but at the same time the focus is a resource-oriented advertising media, the early years of happy enclosure, has almost monopolized the classification of the market, now the market leadership status of more than 90%, How do you keep a high profit growth in this situation? Where do these profits come from? By contrast, the explosive growth of internet companies is visible. These circumstances forced Jiangnan spring must go to innovation, so Q card emerged. --The former division staff said. In essence, the Q-card of the audience is not innovative. It is based on RFID (radio frequency identification (Radio Frequency identification) communication technology in marketing applications. Through the card's built-in chip system, the radio signals can be used to identify specific targets and read and write related data. The technology is very mature, bus card, canteen meal card, bank card, hotel access control card, second-generation ID card, etc., in our daily life everywhere. Even in the field of marketing, the Q-card is not a pioneer, at home, there are old coupon service providers in the city, are through the service terminals to obtain relevant advertising information or promotional messages, the difference is that the city's coupons are printed, and Q card coupons are sent to the phone. In fact, the media early in 2010 to start Q Card project, at that time once wanted to buy a team to do, the typical leader is the Jason City, the city has been to seek the Victoria complex, so he put into force research and development and manufacturing interactive screen. 2011 years, interactive screen prototype has begun a small range of testing, to October 2011 on-line. Q Card Online, Jason personally, use their influence in micro-blog promotion, he introduced: "Free to receive the first brand of Chinese mask beauty that is the premise is to the elevator mouth of the building interactive screen of the next corner with the finger keys to take cards and the card number sent to 106909999 can be activated to use, Because your cell phone number and q card are bound. When you use the Q card near the interactive screen with the LED sensor area, we know your Q card number so that you know your mobile phone number, we will be your brush that gift or preferential information sent to your phone. "Compared to the city, the Q-card of the public has more resources." According to the former members of the staff, taking Beijing as an example, the audience has about 10,000 points of the building TV, nearly 20,000 machines can screen brush and tens of thousands of in the community Kanban. If theseVersion of the use of again to achieve the Internet advertising, the audience will be a good concept upgrade. Jiangnan Spring's gamble in Jiangnan spring eyes, Q card will be through the interactive screen to achieve the three major changes: "One from the broadcast to the interactive to the O2O consumer to the entity shop; the second is through the Q card to understand the preferences of different consumers, to achieve from the public to the focus to one-on-one precision (marketing) Third, the city's consumption and brand ex-gratia information from the distribution of LCD end to the phone end. "Former division staff said, from the point of view of Q card, you can not but admire Giang keen business observation ability, but from the perspective of the Internet, things may not be able to do it, then we and the Internet industry many people talk about this matter, not much." Jason specially set up the "Shanghai Pleasure Advertising Communication Co., Ltd." to do this, support the greatest time, pour the force of the public, all involved in this matter, by the audience and pleasure two sales team for the Q-card run customers. Former Division staff said: "The beginning is based on the Life service category, similar to the general public reviews so that consumers can find a side by our Q card a hotel, wedding photo studio and so on." We have set up a Q-Fun team in seven major cities in China, with about forty or fifty people in Beijing, a pure sales team, sweeping the street every day, and talking about cooperation with restaurants and coffee shops. But soon we found that, first of all, compared to Samsung's big advertisers, it is difficult to make small restaurants and coffee shop bosses pay for advertising, it is not valuable to do life service, and second, to do these ads will also damage the screen advertising value. We are a large common screen under the three Small interactive screen (with Q card dedicated), big screen every day are Samsung, Apple, BMW, Mercedes and other big brands, and small screen play is the surrounding hotel discount information What we all think that this is small ads, a mess, pulling down the grade of the big screen ads. "Jiangnan Spring is a very simply people, found these after, probably in the first half of 2012, Giang quickly put the Q pleasure sales team abolished." But is there any other value in the Q card? Yes! Giang think can give big advertisers to bring value-added services, such as Johnson Company's eye contact lenses, through the Q card, can tell the audience, from your nearest beauty eye glasses store where? You can go there and pick up a trial suit. Some Japanese-class customers also distribute samples. To this end, Giang also set up a small logistics team to be responsible for the distribution of office building crowd samples, for example, the grain is not out of the mountain of Honey, send mountains of honey, Yili send gold milk, Mengniu send Special LUN Su, the United States is to send a mask, as long as the Q card A brush, you can send things. This can improve the audience's screen attention, enhance the effectiveness of advertising, this is set up. But the sample distribution is a small matter, does not need to set up a company to do this thing, so, Q card gradually lost value, the final project was abolished is very natural things. "O2O Advertising media empire difficult to circle" about this, to sum up the Q card, it is very clear, can be seen from both sides. On the good side, for the audience, the division to do Q card in a year,Background cumulative national registered users about 7 million or 8 million, one-to-one precision (marketing) value is there, but also enhance the advertising experience. The reason for the failure, just because for the audience, whether it is to do a life service or do a sample distribution, practice has proved that there is not too much (or too large) value, not enough to support the Q card to become the next outbreak of the media point of growth, so the old River on the initiative to abolish, and did not say how miserably defeated. Can only say that this is a very brave behavior, innovative, but does not mean that this thing will be successful, easy to die too many projects. As for the analysis of other industry people, said Q card failed because of what complex interactive experience, tapping the consumer's private shell, geo-spatial dislocation, overvalued two minutes, are peripheral insights, I as a participant in the Q Card project of the people, do not recognize these analyses. "The old river is still want to achieve online, it is very natural things, I line so strong, if I can open up with the line of convergence, such as the local O2O combined, this is not too perfect?" So Jason as the boss of the media, he will certainly think so, but his first step with Q card to do the attempt, do online and offline combination, not very successful. "In addition to the front of the staff of the I black Horse to tell the audience Q card, a senior marketing person also reviews the Q card, he said:" Q card This thing, not out of the time, I listen to Jason in Sanya, I have the most direct feeling of this product is: The application of the scene is not established. " What kind of scene is up and down the elevator? In a hurry, people squeeze people, you can only do one thing, boring time to sweep an advertisement, you want to add an action, such as using a cell phone or Q card to sweep, and you interact, this is not tenable, most people are not so calm. This is the only one, I think that the score of the Q Card, in a special scene, fresh strength, people will not be very keen to use it. It and the dimensional envelope of the city's dimensional card is not too, the city's display is located in the big shopping malls, people stroll when there is a leisurely mood, so Q card failed. However, according to the I Black Horse Reporter understand, Jiangnan spring online advertising media dream will not give up, more and more smart phone built-in NFC (close Non-contact technology) chip may be the next opportunity in Jiangnan Spring. NFC scenarios are described as: when you hold a mobile phone, in front of a concert poster, the phone to the poster, it can achieve the link between the mobile phone and the poster site, to buy tickets, you can use the smart card embedded in the phone to pay the ticket. Above all the staff revealed that the current display screen itself also supports NFC, implanted inside the phone, we can take the phone directly to the screen, information can be transmitted over, more convenient than the Q card. The background of the audience can support NFC technology applications, but not yet.