Photo Gallery 004: A Tale Of Two Offline Promotion Specialists
摘要： Mr. Yang was quite clear about what he was doing. He even felt sorry for the developers of apps he was supposed to promote. When he and his partners earned merely several RMB after quite a while, he did want to find another job sometimes, saying that: “After all, this job isn’t permanent.”
Offline promotion activities first appeared on major streets of Beijing this March. At that time, offline promotion specialists were mainly startups’ own employees. Such promotion strategy became only more popular when summer came, and lots of professional offline promotion platforms were established. However, this fad began to ebb away as winter came along.
In TMTpost Photo Gallery 004, we shall focus our attention on the army of mysterious yet grassroots offline promotion specialists. After spending two weeks with several professional offline promotion specialists, we were exposed to the essence behind the burgeoning O2O industry in China.
Yang Jie and his partner Yan Junxiang became part of the army of offline promotion specialists since this summer. They have promoted offline for products of various kinds, including fruits, cosmetics, medicine, takeaway service, finance products, classified sites and even real estate. The prize for scanning QR codes of these products and services also changed a great deal since then: from purified water to cooking oil, from rice to cash…
When Mr. Yang looked back, he concluded that offline promotion was more about the competition of prize, not the quality of the product, and that the turnout rate of offline promotion activities was pretty low: “Although offline promotion activities do make the number of registered users of an app look better, most users ended up forgetting or deleting the app. It could take as much as 20 RMB to attract a new user, yet most money ended up being wasted since only a handful of these new users will actually use the app.”
Mr. Yang was quite clear about what he was doing. He even felt sorry for the developers of apps he was supposed to promote, saying that: “Most people have absolutely no idea of how to get access to the Internet, so how can you expect them to become your users? I predict that the turnout rate of our offline promotion activities might be lower than 5%. Although the number of registered users does grow, it’s ultimately useless.” Mr. Yang and his two partners attracted 150 passers-by to download the app and sign up throughout the afternoon, and if they could earn 2 RMB per user, then they would earn 300 RMB in total.
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[The article is published and edited with authorization from the author @fliesslaughterhouse, please note source and hyperlink when reproduce.]
Translated by Levin Feng (Senior Translator at ECHO), working for TMTpost.