Summary of Key Points
The back-to-school season has evolved from a mere "student spending opportunity" into an annual marketing battlefield where brands and platforms compete for the hearts of young users. Platforms such as Douyin and Weibo have seen a surge in related traffic (search volumes have tripled, and playback counts have exceeded 100 billion), attracting content platforms (like Bilibili and Weibo), e-commerce platforms (such as Tmall and JD.com), and various brands (including晨光, Watsons, and Jinmaolang) to join in. Their goal is not just a short-term spike in sales but to establish a strong brand presence among students and lay the groundwork for the future college consumer market, which is valued at 1.6 trillion yuan. Marketing strategies have also evolved from discount promotions to include offline experiences, cross-industry collaborations, emotional resonance, and two-way interactions. However, there is also a risk of failing in these efforts.
Detailed Analysis
1. Brands Flocking to the Back-to-School Season: Short-Term Sales Boosts, Long-Term Impact
Brands focus on the back-to-school season because it offers both "short-term traffic and conversion" as well as "long-term brand recognition and market presence":
- Short Term: Free traffic with targeted conversions
The back-to-school season is a natural topic of conversation (students seek a sense of ritual, parents are willing to spend, and society resonates with these needs), making it cost-effective for brands to leverage the momentum. The demand is genuine—new students need a full set of equipment (digital devices, stationery, daily necessities), while older students want to upgrade their items (cosmetics, trendy gadgets). For example, JD.com's 3C, digital, and AI categories saw a 360% increase in sales, and Douyin's DIY workshops saw a 933% surge in popularity. These conversions are driven by real demand, making them more stable than the temporary spikes caused by discounts during events like Double 11.
- Long Term: Targeting young users' future spending power
As traditional online traffic peaks, the college market represents a low-cost customer acquisition opportunity. The national college consumer market is expected to grow to 1.6 trillion yuan in the next four years. Students not only have significant spending potential but also enjoy sharing their purchases (92% believe sharing purchases enhances their social image), which can help brands spread their reach. The back-to-school season is the perfect time to enter this market; students are new to school and more receptive to new brands. Brands can quickly establish recognition through interactions or product integrations, laying the foundation for future sales.
2. Evolving Marketing Tactics: From "Forceful Selling" to "Engaging Interaction"
Back-to-school season marketing is no longer just about discounts and coupons. The following approaches are now popular:
- Offline Engagement: Getting closer to young people
Generation Z is immune to traditional online ads; offline experiences build trust. For instance, Shamen has held parent-child pop-up events in art schools, and Bawang Cha Ji has toured campuses, while REDnote created the "Biggest Mistake Island" in Shanghai with celebrity-hosted stand-up comedy shows—these make brands more tangible and relatable.
- Cross-Industry Partnerships: Collaborating to expand reach
Tech brands and tea shops are joining forces. For example, Honor partnered with local tea shops to offer free coupons, and OPPO collaborated with Mixue Ice City to give out ice cream. High-frequency, high-value digital products (like headphones) and low-frequency, low-value products (like tea) complement each other, attracting mutual traffic. For example, people who buy headphones might also buy tea, and those who drink tea might be interested in headphones, creating a synergistic effect.
- Emotional Connection: Focusing on understanding students' feelings
During the back-to-school season, students experience anxiety and excitement. Brands no longer emphasize product features but share their understanding of these emotions. For example,晨光 partnered with Snoopy to promote a "relaxed start to school" campaign, using a cute IP to alleviate anxiety, while vivo collaborated with Line Dog to encourage students to document their daily moments. This emotional connection resonates with young people more than purely functional appeals.
- Two-Way Interaction: Giving students a voice
Brands are no longer one-way communicators; they involve students in the process. For example, JD.com produced campus interactive short films, and CoCo offered "Back to School OK Certificates" (buy one, get one free), while Weibo launched a military training PLOG challenge. Students love to share such content, making it more effective than traditional advertising.
3. Platforms as Key Drivers: Mutual Beneficial Cooperation
Platforms treat the back-to-school season as a high-profile initiative, providing brands with traffic, tools, and resources:
- Last year, Kuaishou offered cashbacks and traffic support to merchants during the season, with over 800 merchants participating and 515 million impressions generated. Juyang Engine launched the "Energizing New Semester" campaign, leading to a 158% increase in the education industry's sales (second only to Double 11).
- Platforms aim to increase gross merchandise value (GMV) and user engagement, while brands use their traffic and user base to reach students efficiently. Tmall and JD.com have dedicated back-to-school sections that meet all consumer needs, saving brands the effort of finding their own audience.
4. Avoiding Mistakes in Marketing
The competition during the back-to-school season can be intense, and some brands have stumbled:
- H&M's children's clothing ads were criticized for being "sexualizing" children, leading to their removal; Apple's campaign to encourage college students to persuade their parents to buy MacBook was criticized for seeming like "PUA" (psychological manipulation).
These examples remind brands that they must maintain social integrity when leveraging trends; sincerity is key to effective marketing.
5. The Ultimate Winner: Those Who Understand Young People
The competition in the back-to-school season is not about who offers the biggest discounts or the most ads but about who truly understands the needs of young people. Brands need to transform from "product sellers" into "friends who understand their audience"—by addressing their concerns and engaging with them in a relatable way. Only by doing so can they plant a lasting impression in students' minds, ensuring they remember the brand even after they graduate and start working.
In Conclusion
The back-to-school season is not just a temporary opportunity to capitalize on trends; it's a long-term chance for brands to build relationships with young users. Short-term sales are a result, but the real goal is to establish a strong brand presence that lasts beyond the season.