---
title: "Strategies and Techniques for Developing the Campus Channel"
description: "According to relevant data, there are 18.488 million college students and 227 million primary and secondary school students in China, aged 6 to 28, who are the backbone of beverage consumption. Taking college students as an example, excluding tuition and fees, their average annual expenditure is 4,000 yuan per person, representing an 80 billion yuan market. Therefore, it is said that 'those who win the campus win the future, and those who win the future win the world.'"
author: "李庆华"
publisher: "New Distribution"
email: "zhaobo258@gmail.com"
telephone: "+8615854817671"
published: "2014-12-09"
language: "en"
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# Strategies and Techniques for Developing the Campus Channel

> According to relevant data, there are 18.488 million college students and 227 million primary and secondary school students in China, aged 6 to 28, who are the backbone of beverage consumption. Taking college students as an example, excluding tuition and fees, their average annual expenditure is 4,000 yuan per person, representing an 80 billion yuan market. Therefore, it is said that 'those who win the campus win the future, and those who win the future win the world.'

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According to relevant data, there are 18.488 million college students and 227 million primary and secondary school students in China. Their ages range from 6 to 28, making them the backbone of beverage consumption. Taking college students as an example, excluding tuition and fees, their annual expenditure, including education, entertainment, and socializing, averages 4,000 yuan per person, which means an 80 billion yuan market. Therefore, it is said that 'those who win the campus win the future, and those who win the future win the world.'

So, what strategies should be adopted to conquer the tempting campus channel one by one?

**'Sun Umbrella + Product' Helps Products Enter the Gate**

Most schools now implement closed management, and some require delivery vehicles to have passes. Otherwise, you can't even get through the school gate, let alone develop the channel. The security guards at the school gate are mostly outsourced third-party personnel. What do they need? First, sun umbrellas. Sun umbrellas are essential for guards to shield from the sun, usually bought at wholesale markets. Giving branded sun umbrellas to security guards not only builds good relations but also promotes the product, killing two birds with one stone. If the distributor also gives the guards two cases of beverages each month, they can block delivery vehicles of competing products from entering the school.

**'Relationships + Fees' Help Products Enter Stores**

Due to the market-oriented and commercialized reform of campus logistics, commercial streets in university towns, campus supermarkets, and canteens are now contracted out. High contract fees and monopolistic business models have led to 'inflated' entry fees for campus retail points. How can we quickly achieve product placement in campus retail points?

A. Build a 'direct channel' strategy. First, 'find the right person.' Let distributors use social connections to win over the school's supervisory leader for supermarkets and canteens—the logistics director. As the saying goes, 'The county magistrate is not as good as the current manager.' Although the logistics director's rank is not high, they hold real power, and every contracted store owner must show them respect. Second, 'do the right thing.' 'In business, profit is natural.' The pursuit of profit is the nature of merchants. Although contracted store owners let your products in due to the logistics director's face, you also need to show appreciation. For example, provide display fees, cumulative rebates, purchase bonuses, and other promotional methods to give store owners tangible benefits.

B. 'Hitch a ride' strategy. If the local distributor has such connections and networks, that's fine. If not, they can develop a second-tier distributor model to enter the store. Sales staff can research terminal stores in the school area to first identify the main food supplier for each store. Then, approach that supplier to discuss second-tier cooperation. Once the second-tier distributor is secured, they can negotiate entry into the store, and you may also get a better display position in that store.

**'Packaging + Display' Helps Products Catch the Eye**

With the arrival of the 'eyeball economy,' how to make your product 'jump out' on the shelf and 'drill' into the eyes and minds of target consumers has become a key topic for marketing planners. 'Only when seen can it sell well.' This includes terminal brand visualization efforts such as store signs, window displays, pillar wraps, floor stickers, hanging flags, posters, wobblers, neck hangers, price tags, stack signs, and KT boards. Additionally, if conditions allow, you can place some brand ads on school bulletin boards (content should not be purely product promotion; it's best to combine with school and club activities), sports field fences, and campus websites.

Products are the best advertisement and silent salespeople. In addition to the above promotional materials, it's crucial to do product displays at campus retail points in various forms, such as end caps, special racks, TGs, stack displays, CVS (ice troughs), and cold cabinets, to attract consumer attention.

**'Free Samples + Promotions' Help Products Enter the Mouth**

Chinese people often say, 'Try before you buy, then you'll know if it's good.' Foreign marketing gurus advocate 'experiential marketing.' Therefore, on weekends, at noon, and in the evening, conduct free sample and giveaway activities at canteen entrances to let target consumer groups taste and experience your product, achieving word-of-mouth spread. Combine this with promotional methods like bundle offers, cap collection for prizes, scratch cards, and points rewards to attract consumers with added value for trial purchases. This cultivates taste preference and brand loyalty among the target consumer group.

**'Promotion + Interaction' Helps Products Enter the Heart**

A business master once said, 'The highest level of business is managing people's hearts.' How can your product win the hearts of target consumers on campus? In the past, most promotional activities formulated by manufacturers were 'one-sided,' without considering the participation and interactivity of the target consumer group, so the final effect was greatly diminished. There are roughly several types of campus promotion and interaction activities:

- Sponsorship of on-campus events, such as anniversary celebrations, school sports meets, and singing competitions. Through such sponsorship, your display racks, boards, or other impression materials can be legitimately promoted to students.
- Planning of large-scale on-campus cultural and sports entertainment activities. Companies can plan school public welfare activities or highly participatory events within a certain scope, such as 'XX Cup College Singing Challenge,' inter-school basketball tournaments, campus talent shows, poetry essay contests, etc. Such activities generally attract club participation and local media attention.
- Promotion through campus clubs. From the above, we can see that to create momentum on campus, school clubs are a force to be reckoned with. Moreover, many university clubs now have a business concept and will sell product discount cards to students.

Decades ago, Chairman Mao called out to students: 'The world is yours, and also ours, but in the final analysis, it is yours. You young people are full of vigor and vitality, like the sun at eight or nine in the morning. The future of China belongs to you!' Now, campus marketing rooted in young people is also 'like the sun at eight or nine in the morning,' about to rise brilliantly over the land of China in the East.

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