Why the Q card failed

A year ago, Q Card launched vigorously; now, a year later, in the consumer purse has not seen the Q card figure of , the imagined small screen also from the interactive area back to the advertising area. Q Card strategy quietly failed, in the end is where the defeat?

Just a year's time, Q card from the vigorous to the silent disappearance.

In 2011, in Beijing, Shanghai and other seven national core consumer cities of the video advertising screen, the media are ready to complete the transformation, the original video playback screen, added three small screen, this small screen can be induction, as promotional points and interactive points. At the same time in the screen is also quite creative added a Q card pick-up. Consumers can lead a free site with the use of RFID technology Q card, activation can be in the interactive screen of the induction area of the brush Q card, advertising screen display of the preferential information will be sent to the mobile phone, the user with this information can go to business consumption or enjoy concessions.

According to the Strategic planning of the year, the small Q card carries the major task of strategic transformation: The audience hopes to install the small screen and Q card as a medium, so that consumers receive a discount on the spot text messages, to guide the consumer to watch the advertising screen to end store consumption. In essence, the audience wants to use the small props of Q card to realize the transformation of the whole media business model:

1. From one-way advertising platform, change can and consumers two-way interactive communication platform.

2. Change from advertisers that inform consumers to commentators that guide consumer spending.

3. From simple to earn advertising fees, change from advertising to the end of the commission or introduction fee two-way charges.

This triple shift, named after Jason: "Solomo+o2o." That is, social (social), location (location), Mobile (mobile) +online to offline. It sounds cool, it looks beautiful.

But what happened to let the dream of the audience stranded?

Q-Card in reverse direction with mobile interconnected tide

Now look back at the media's Q-card mode, we will find that this set of patterns there are many mishap, and even the trend of mobile interconnection is reversed:

Complex interactive experience. Q Card Promotion is: The first step, from the screen of the audience to read promotional ads, the second step, in the small screen to brush Q card; The third step, waiting for the points to send coupons or gifts to the mobile phone, the fourth step, holding the gift consumption on the phone. To get a coupon, consumers need to use three media to do four moves in two locations, a process that is clearly too complicated in the age of mobile interconnection. Why should consumers spend so much time and energy to get a coupon in the age of mobile interconnection, where everything is simple and fast, with a sense of speed? What's more, consumers have more convenient access to the same interests of the dimensional city, the public comments and other means.

The communication depth is too shallow. From the perspective of the audience, Q-card bearer and consumer communication interaction between the intermediary role. But this interaction is too shallow both in terms of time and content. First from the time, the distribution of advertising screen location determines the communication time of up to two minutes, such a short period of time, consumers can not understand the benefits behind the promotion. In depth, the communication mode of the audience is one-way information dissemination, consumers can not find the most suitable for their own, can only choose or not, from a communication sense, this interaction is very rude. Short time + rough communication, the audience is difficult in the eyes of consumers to form the image of information instructors.

Tapping the consumer's private shell. From the internet era, hidden behind the network has become a consumer protection of the means, although more often this protection is only psychological level, but because the consumer generated a "I do not know" and the formation of a sense of security, this security makes consumers more relaxed, Be more proactive in making consumer decisions. In the age of mobile interconnection, this security has intensified. But the screen interaction of the audience breaks this sense of security, allowing consumers to make choices openly in the elevator environment, or openly in front of colleagues. This virtually increases the consumer to make the choice of scruples, such as weight loss, medicine, health care products and other advertising.

Geo-spatial dislocation. The advertising screen is generally laid in office space, and coupons are located in the shops far away in entertainment space. Consumers should first find out where the coupons are going to be used, and then consider the suitability of their own ... This hesitant process greatly reduces the possibility of consumer impulse choice. The reverse mode of the complex, the general set in the way of leisure shopping area, so that consumers close to the nearest choice of consumption, greatly facilitate the consumer shopping.

Two minutes overvalued. More importantly, Jiangnan Spring is obviously overrated the elevator two minutes time, the influence of the audience screen. The popularity of intelligent mobile phones today, this two-minute consumer can be completely Weibo, can read online novels, watching movies, the sorting screen is very much on the back. In such cases, the only way for the audience to attract consumers is to maximize the content of the ads, using content and smart phones for this short time, in order to maximize the effectiveness of its advertising screen, rather than from the channel to start. In this sense, the development direction of the audience is completely wrong.

The above problems directly hinder consumers from the platform of the audience to obtain interactive experience; without interaction, even more can not let the audience to harvest the purchase of consumers, data analysis has become impossible, leading to the idea of the audience frustrated. Q Card Why and the original Jiangnan spring ambition 180 degrees away? Because it is in the final analysis of the traditional advertising business is tied to the development trend of mobile interconnection, now it seems that the bundle is more like the franc rather than the match-too blunt.

In the mobile internet age, what important changes have taken place in the city's consumption pattern? That's the core of the mobile phone. Consumer information collection, comparison, analysis, making purchase decision platform has been clearly focused on the smartphone terminal, all information, entertainment, social, work arrangements with the mobile phone as the core node, the mobile phone is playing a role in reshaping the consumer life model.

Businesses that want to expand their business in a mobile way, must be a smartphone or tablet computer such a consumer can carry a terminal as the core node, and must be on this node to help consumers "audition", and Consumer "interaction", user-friendly "decision" three functions in one, that is, through a program + Few movements allow consumers to work at ease. And the audience at this time adhere to the practice of advertising screen, it is clearly contrary to this most important rule.

Influenced by small screens and many applications, consumers will only choose the most convenient and smooth applications. At this time, the consumer to the supplier of the short choice, the replacement cost is low, word-of-mouth spread fast. And the point of the Q card, it is obviously not satisfied with all the above requirements-interface tradition, less information, Operation complex.

Mobile interconnection is a business environment with a big personality release, because smartphones and tablets give consumers more convenient tools to manage their own fragmented time. Before the Internet age consumers can only choose to accept or not to press the information released, there is no opportunity to show individuality, and the internet age consumers can be the tentacles before the manufacturers around, can skip the selection of advertisers, but limited to the end of the mobility, consumers can only part of the time to release their personality. While mobile interconnection breaks the limits of time and space, the release of urban consumers without time, place and environment restrictions, even in the big cities have no bandwidth restrictions, at this time the consumer's demand is "control", rather than "accept" or "choice." Manufacturers can only cater to, guide, and can not force consumers to do single or multiple election, at least to let consumers have "grasp" the feeling. At this point, the traditional advertisers to the practice of grafting to the mobile interconnection of the audience to let consumers lose the "control" feeling.

To sum up, the media of the Q-card died in not fully aware of the mobile Internet, the personalized characteristics, but the traditional advertising sophisticated means to travel.

(the author is the founder of Shanghai Jin-kun Culture Development Group, Deputy Director and Secretary General of Shanghai Modern Service Federation brand Special Committee.) Public micro-letter: Kam-kun brand marketing; Weibo: @ Kam-kun stone strong, @ Kam-kun brand marketing; Email: shizhangqiang@sohu.com