November 21, the 2022 Qatar World Cup officially kicked off. As the most popular sports event in the world, the World Cup is not only a football match, but also the most valuable business event, with its exposure reaching the level of "a thousand gold in one second".
Over the years, the World Cup advertising space has been a must-fight for merchants. Before the opening game began, CCTV Sports Channel Mengniu , Guojiao, and Dongpeng appeared one by one. Surprisingly, many old faces were absent, such as many automobile, beer, e-commerce and other brands in previous years, which makes people sigh.
Even so, the personal marketing competition of the World Cup vertical market is still in a stalemate. In order to compete for the exposure of the recruitment market, the two recruitment platforms, Boss Direct Recruitment and Liepin, started open and secret battles inside and outside the stadium. In addition to the mid-split advertisements during the competition, the two companies also focused on the naming of different CCTV columns. It can be said that you finished singing and I was very lively. Behind the
ad film, the company's original intention is also reflected. In the dazzling advertising film, the voice of the commentator He Wei who was just talking in the competition suddenly appeared again, and everyone turned their attention back to the TV screen. Following He Wei's commentary, the picture shows that people in the workplace received their favorite offer, home buyers chose a suitable and beautiful house, and family members found housekeepers to serve their homes. Every time they did something, the people around them cheered like they scored goals in the World Cup. The thinking of the company behind
is to choose to cheer for every ordinary struggler. The word "Struggler" under the
is a "Struggler"
"Struggler" in the stadium represents multiple identities. On the court, there are players sweating profusely, and those who work hard in the workplace are the same. They are passionate about work and have hope for the future, but many people often encounter various pressures at work for one or another.
Aunt Chen and her husband run a express delivery company together and are the boss of the company. However, under the influence of the epidemic, and the children in the family are still young and just started kindergarten and when they need money, Aunt Chen had to choose to open up a new career path, enter the housekeeping industry, and become a professional nanny.
Like Aunt Chen, Master Hu, who came to Beijing from his hometown in Hebei, also faced many discomforts in the workplace. When he first arrived in Beijing, Master Hu had great expectations for the city. Through a friend's introduction, he began to work in home appliance repair and cleaning here.
But everything is difficult at the beginning. For those who are just entering this industry, they have no accumulation of personal technology, popularity, customer sources, reputation, etc., and it is not easy to obtain sustainable and stable orders and income in the industry.
The experience of taking orders on the 58.com platform once allowed Aunt Chen to find some tricks.
Thinking that the platform is big and there are many customers, there are no need to pay other fees. After systematic and comprehensive training, Aunt Chen tried to take orders on it. I was worried at first, but the result was better than expected. Working as a nanny here not only has a higher hourly salary, but also has time to take care of your children.
"I am really touched when people don't treat me as an outsider, but as a family member." Aunt Chen said that the relationship between her and her employer is not only an employment relationship, but also a mutual aid relationship. The employer allows her to do something and make money, but she can provide thoughtful services to the employer, so that the mother who has no time to take care of herself due to various housework has more time to take care of herself. For her, this is realizing her own personal value. At the same time, Aunt Chen works hard and has high scores. The intelligent distribution of the platform has also allowed her to get more high-quality orders.
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58.com local life service merchants for 3 years have also been overwhelmed with air conditioner cleaning orders due to his professional skills and good attitude. Especially after the peak season, he can clean more than ten air conditioners a day, and his daily salary is at least more than 1,000 yuan. This was an experience he had never had a few years ago.
"Sometimes customers will take the initiative to pay thank you fees. Although we have strict regulations, we cannot charge extra fees randomly, it also proves that our service has been recognized and a sense of pride comes naturally." Master Hu is very satisfied with his current life. Not only is he free time and has considerable income, he can also leave more time to spend with his family.
Helping strugglers solve the problems behind them is something 58.com has been doing. In order to better solve the troubles of job seekers, 58.com has specially set up a recruitment anchor help platform to cooperate with companies to recruit, and Lin Dehuan is one of them.
As a gold medal anchor, her live broadcast room has always been very popular. She will carefully teach older and low-educated fans to submit resumes on their mobile phones, and will also patiently answer the company information that every job seeker wants to know.
She loves her career. On the one hand, many job seekers who trust her successfully find a suitable job through her live broadcast, which makes her feel fulfilled. On the other hand, she is very optimistic about development prospects. Recruiting anchors can transcend the constraints of time and space, allowing job seekers to intuitively understand the development status, job information, work environment, salary and benefits of each company, which is conducive to the instant matching of information conditions between the company and the job seeker, making job seekers more accurate, fast and efficient.
During the live broadcast, fans will always come to the live broadcast room to express their gratitude to her. There is no need for valuable gifts such as "airplanes", "rockets", and "yachts". The short words "Thank you for your help to me" are enough to make Lin Dehuan's eyes sore.
is a rope
strugglers not only include individuals looking for opportunities on the platform, but also small and micro enterprises that have been established soon.
When facing greater market challenges, their risk resistance is weak and the cost of absorbing talents is higher. If the company's strategy and goals are not clear and there is no channel to obtain customers, they will run around like a headless fly and lose at the starting point from the beginning.
, if you make sufficient preparations for the digital promotion of the Internet, even an ordinary water deliveryman can achieve a "counterattack" from one person to one team.
Taiyuan Zhang Guodong is an entrepreneur who started from scratch by giving water. As the market competition became increasingly fierce, he soon discovered that the traditional methods of obtaining customers such as card issuance and yellow pages, which had been effective in the past, did not bring about an increase in customer flow and business expansion was seriously restricted.
Yitong 58.com customer service phone number opened up new ideas for him. He found that the Internet platform has natural communication conditions, and there are as many as tens of thousands of users looking for life delivery services on 58.com every day, and the passenger flow is sufficient. He immediately asked the promotion consultant to formulate a cost-effective promotion plan for himself.
What is important is to be a rope with the platform. Through the precise booth exposure and real-time refreshing tailored by 58.com local life service, Zhang Guodong's posts can remain active for a long time, with a daily display of tens of thousands, thus reaching consumers more efficiently and accurately, and have made qualitative breakthroughs in brand promotion and effect sales channels. The business of
is becoming bigger and bigger, so Zhang Guodong has found several more employees, and he can receive 6 or 7 orders per person every day.
In addition to the cooperation model of individual enterprises, many people also choose to join real estate service companies such as 58.com and Anjuke 's real estate service platform Hehe Zhiyuan, etc., as a transformation export. The many years of network port cooperation between
and 58.com and Anjuke have made Zhang Dukai extremely trust in Anjuke's property project. At the end of last year, after he happened to learn that the Hehe Zhiyuan platform had entered Chengdu, he almost had no hesitation and decisively joined the direct brokerage brand "Nuojia" under Anjuke, becoming one of the first batch of store managers to join.
and 58.com and Anjuke have worked together for many years, making Zhang Dukai extremely trust in Anjuke's property project.
has been deeply engaged in offline business for many years and is very clear that his store location does not have an advantage, and there are very few customers who take the initiative to come to the door. Only by cultivating online traffic can you have a better way out. This choice made him get the digital bonus .It is easy to enjoy the cool air with the big tree on your back. With the endorsement of the big brand , the system's management model and big data support, the resource balance is gradually tilting towards him.
Zhang Du Kai quickly mastered the playing style of the online track and understood the mentality of consumers. "Customers like to pick up bargains, and they will also be bored with the new."
He has his own countermeasures, selecting 2-3 high-quality properties every day to top them, reducing as much customer acquisition costs as possible, and taking store partners to grab the first-time properties, and maintaining attractiveness to customers at any time. Under the guidance of Zhang Dukai, his "No. 1 employee" Li Chengjie issued 6 orders in half a year. And there are 7 newcomers in the industry like Li Chengjie.
But Zhang Dukai does not regard such achievements as the end point. His next step is to try to transform from apartment products to residential products. "Residential products have greater customer needs and are also the future trend."
Rivers into the sea
From supporting every individual struggler to starting from scratch for small and micro businesses, to enterprises that have developed on a large scale, 58.com is supporting development in a more integrated way.
Although the employment prosperity of the life service industry is rising, the demand for recruitment is strong. However, problems such as the efficiency of recruitment process, standardization of employee management and employee experience of traditional chain stores are becoming increasingly prominent.
Even fresh taro fairy , which has 15 years of experience in opening a store, cannot help but worry about it. In May 2021, after Zhengzhou Xianyuxian opened, it was deeply loved by local consumers and opened 9 chain stores in Zhengzhou. The problem followed. While the store scale expanded, "difficulty in recruiting workers and expensive in recruiting workers" gave Ms. Hu, a HR from Zhengzhou Xianyuxian, a headache. "The vacant space was slow to fill in after the clerk's resignation, and the store could not operate normally."
offline channels are difficult to open, maybe you can find shortcuts online? With a try-and-see attitude, Xian Yuxian found Ganji direct move. The new technology surprised Ms. Hu. Through real-life VR verification of direct recruitment by Ganji, the store environment can be visually displayed and the trust of job seekers has been increased. Combined with the massive talent resume database and job promotion directly recruited by Ganji, the store recruitment speed has been effectively improved, and employee vacancies can achieve "seamless connection".
Ms. Hu said that 50% of the employees currently recruited through direct recruitment of Ganji, mainly young people around 20 years old, and most job seekers submit resumes to meet the recruitment requirements.
and enterprises have also achieved the construction of a full-link system from online recruitment, technology cultivation, and talent cultivation through 58.com earlier.
In the field of aesthetic industry chain enterprises, Oxygen is an enterprise that has developed to have 2,600 direct stores and franchise stores. 9 years ago, it hit it off with 58.com's recruitment service. During the cooperation period, 58.com Recruitment has accumulated tens of thousands of job seekers connected to Oxygen and provides professional recruitment services from various aspects such as corporate employer brand image, recruitment data, talent management system, etc.
, and Oxygen Fatang has also established a unique "reserve cadre training class" for employees' career development by establishing a business school, teaching employees technology, and setting up a unique "reserve cadre training class" for employees' career development, teaching front-line employees basic management knowledge, financial knowledge, human resources knowledge, operation knowledge, etc., to continuously deliver excellent store managers to chain stores.
Wang Chao, manager of regional marketing department, worked for only three years and bought his own house. "I joined the company in July 2017. I have worked as a dyeing manager, store manager, and large store manager. I am now a department manager of the Chengdu market. I have managed 7 stores and a team of 38 people. Thanks to Oxygen for giving me a platform for growth. I have realized my dream of buying a house in just over three years." Li Yang, the human resources manager of Oxygen, also benefited from
. "In the years of cooperation with 58.com, high traffic, big brands, and excellent after-sales service have always been the places we recognize the most. 58.com has always been a professional recruitment platform to accompany Oxygen to grow all the way."
Those who have ambitions must belong to
Behind these strugglers, as a service platform for the hub, they are also strugglers. Yao Jinbo once introduced that the reason for the birth of 58.com is to create an life service platform that everyone trusts.With the continuous expansion of life services, 58.com has become a leader in the field of life services and has always continuously met the needs of users in recruitment, real estate, automobiles, local life services, etc. In 2020, it officially announced in-depth industrialization to achieve full-link life scenario services with a more innovative and integrated model.
mentioned industrialization. In an internal letter to 58.com on October this year, Yao Jinbo pointed out that we must think through and do it in a practical way in the era of industrialization. He said: "Go deep into the industry and serve customers, and truly be needed by others. After finding the right direction, you dare to invest, be patient, be able to persist, and work hard to infect this industry. Because the existence of 58.com has given the industry a more open and rich choice."
In this internal letter, he has made a more accurate explanation of the term "struggle": "Hard struggle is the norm, not a movement, and entrepreneurial spirit is unprecedentedly important. Nowadays, the development of all walks of life may be experiencing a cycle. Instead of worrying about the internal and external environment, we should strive steadily."
What is "Come on the fighters"? Life is more exciting because of struggle. Behind the happy life of living and working in peace and contentment, the hard work and extraordinary dedication of countless ordinary strugglers from all walks of life are embodied. 58.com hopes to pay tribute to the strugglers in the new era while conveying the spirit of never giving up and striving to fight.
The slogan "Cheer for those who struggle" also has the original intention of marketing, but also based on people's livelihood. This is a warm brand ideal. Its ultimate goal is not just to connect consumers and platform merchants, but to break traditional thinking, transfer consumption habits online, and form a community space that can be communicated and inspired each other, empower, innovate and upgrade life services with the power of technology.
2022Qatar World Cup is an excellent window for the public. Compared with other top sports events, it has absolute marketing resources. But from a long-term perspective, it is far better to extend the service scenarios and convey the core concept of the platform to make the public remember it deeply. Chen Jianning, vice president of
58.com, said: "With this World Cup marketing, 58.com, on the one hand, promotes its own products and services on a high-focused stage. More importantly, the brand ideal of 58.com is 'I wish all those who have ambition in the world will belong'. Those who have ambition are every ordinary person who refuses to lie down and continue to struggle today. 58.com cheers all the strugglers." Behind the service foundation of "Cheering for the strugglers" in
58.com, it is a way to easily find a good job and realize self-worth; for small and medium-sized businesses, it is to get rid of difficulties and obtain development opportunities; for social value, it is to solve employment problems and provide jobs for millions of people.
Its approach indicates that 58.com will work with users to help everyone find the meaning of life and realize their yearning for a better life under the brand ideal of "all those with aspirations will belong". At present, 58.com has a high-living resume library of nearly 400 million high-living resumes, meeting the recruitment needs of tens of millions of companies, with nearly 100 million monthly active users, and its business covers more than 600 cities and districts and counties. Of course, in addition to recruitment business, 58.com's business scope has gradually grown in vertical fields such as real estate, automobiles, and local life services, and has outstanding business performance.
Under the industry changes, 58.com industrialization symbolizes a new struggle. Yao Jinbo once said that his vision is to create "58.com's ecological pattern and provide users with one-stop service." Now, this vision is being realized step by step in the form of win-win cooperation between users, enterprises and platforms.
