Articles by 陈淑华

In the Second Half of the Internet Era, How Can Brands Break Through with Offline Promotion?

Stories of products going viral overnight and users flocking in exist in every industry, but they are never accidental. More often, user accumulation relies on behind-the-scenes 'pushers.' To quickly acquire users, some products rely on subsidies, like Didi and Kuaidi in their growth phase, while O2O industries like group-buying rely on offline promotion teams. In 2015, Dianping and Meituan had offline promotion teams of over a thousand, and Alipay's Koubei launched a '10 billion yuan subsidy to attract nationwide offline promotion' campaign. In the second half of last year, Taohuichang, originally focused on conference O2O, began transforming into a commercial real estate B2B platform, connecting merchants with promotion needs and venue operators. The industry also has companies like Yiqitui and Dipaiba dedicated to offline promotion marketing.