1 Years Covered 50 Million People. He Played Social Fission In The Rural Market.

Scene 1: a manufacturing enterprise in the Yangtze River Delta wants to recruit rural workers in the villages of Hebei after the Spring Festival, so they choose the village to post advertisements on the poles and village walls.

Young people in the village often do not trust them even when they see them.

Scene two: a KTV opened on the victory road in the county, and spent half off days in three consecutive days. The staff distributed leaflets to the surrounding area to attract customers.

But leaflets have limited effectiveness and limited coverage.

The above two scenes represent the epitome of the backwardness of advertising channels in vast counties and rural areas, and also mean that business opportunities are breeds in this market gap.

Conform to the trend of advertising channel upgrading, Nong Guang media was founded in October 2017. Nowadays, there are more than 10 thousand screens in the countryside, townships and county wide wives and wives' shops, covering the Beijing Tianjin Hebei region, and the radiation population is more than 50 million.

A few days ago, billion state power learned that Nong Guang media announced that it won 20 million yuan Pre-A investment in China Sports Fund, which is mainly used for market expansion and equipment laying.

It is understood that before the Nong Guang media has won nine capital, only hunting capital, angel Bay venture capital three institutions tens of millions of angel investment.

Target: 1 million points.

There are 110 employees in Nong Guang media, of whom 80 belong to the front line pushing staff to complete the ground promotion and screen display.

Its target is 1 million points, covering more than 2000 counties and cities in the whole country. After the Beijing Tianjin Hebei region in 2019, it will layout Henan, Shandong, Anhui and Jiangsu, and the number of advertising spots will reach 50 thousand.

It is understood that Nong Guang media's screen has helped Jingdong finance, Boss direct hire, peanut good cars and other corporate advertising to sink into the market.

Wang Yang, founder of Nong Guang media, revealed that the company has already won the bidding for a brand of the first brand car to the countryside. The latter has developed a small box cargo for the rural market, priced five to sixty thousand yuan, and advertised in the country, "3 million 500 thousand of the advertising budget we got about 2200000".

Similar liquor enterprises such as Erguotou are also the focus of Nong Guang media.

Although the liquor market is shrinking among young people in cities, the more sinks the city, the more ferocious the consumption of liquor is. The liquor price of about 10 yuan still has a large stock market space in the countryside.

In addition, Wang Yang introduced that Mengniu and Yili milk drinks brands, such as six walnut brands, have great demand for advertisements in the rural market, so their marketing personnel are in contact.

"At present, 90% of our salesmen are recruited through the screen, and many of our customers are calling 400 on the screen."

Wang Yang tells billions of power.

Some people compare the Nong Guang media to the "sinking version".

In this regard, Wang Yang said that the two are not comparable: the densely populated city needs densely populated sites, and there is no need for so many screens in the sunken market.

There are essential differences between the two.

Frequently seen in advertising, elevator rooms in cities are a strange society with high density and weak links.

In contrast, the sinking market is a low density, strong link acquaintance society. The disadvantage of advertising scenario is that the rate of arrival is not so high, but the advantage lies in finding good nodes, and it is easier to pry the flow of acquaintance society through the guidance of online and offline.

Node: business super shop

Wang Yang believes that Nong Guang media's business model is a retail model because its screen is installed online in the super retail scene.

Through actual data calculation, Wang Yang said that the direct contact rate of Nong Guang media under one point is 400, covering 2500 people, and radiating 5000 to 8000 people through online and offline.

But the spread is only part of the line, and more importantly, the spread of WeChat fission under the social conditions of acquaintances.

In order to activate offline, Nong Guang media set rules.

Encourage shopkeeper and consumer to send advertisements to their circle of friends and WeChat group to promote. There are five hits 50 Fen times, ten times a dollar reward.

In this way, the spread of online WeChat revenue is also an important way to encourage small shopkeepers and audiences to spread.

At present, one of the ways of Nong Guang media is to watch advertisements and win red packets.

The stimulation of interest can get instant results in this way.

For example, consumers sweep the code 50 Fen red packets, can only buy things in the shop can not cash, so that both advertising revenue, but also allows consumers to increase consumption in small stores.

"The shop's screen is not only an advertising point, but also a new retail intelligent device. There are two-dimensional codes on the screen, and all kinds of interaction can be done."

The number of SKU in a small shop is limited, and many new and unusual goods can reach consumers in rural areas by touching the screen.

"The screen will be able to achieve the linkage of goods. Online, through a two-dimensional code, you can go to the Jingdong, do a lot of shopping, Taobao's shopping page, and you can also get goods from small stores, just like building a mall."

Wang Yang said.

Smart screens are also defective in small shops.

For such shopkeepers, the difficulty of pushing is relatively large, and the strategy of Nong Guang media lies in the standardization of SOP (standard operating procedure), selection, negotiation and layout.

"We will plan on paper before we start a new county seat, which includes measuring population distribution and deciding the location of screens.

We have formed nearly 20 pages of process introductions about later selection of bosses, negotiation, and signing.

Well, for the first scenario mentioned above, the solution of Nong Guang media is to put up advertising screens in supermarkets with large population flow.

Young people who want to go out to work can see the official screen recruitment advertisements when they buy cigarettes and buy beer at the village supermarket, and take out their own mobile phones to scan the two-dimensional code for registration.

In the second scenario, Nong Guang media's screen advertising is more formal, more widely spread than traditional leaflet advertising, and it can track advertising data in real time.