ng> All consumers in the mall can experience 5G internet speed through Wi-Fi networking. In addition, there are almost no experience scenarios related to 5G applications.
In the mall, I understand the notes randomly and “embarrassed” with some consumers, trying to understand everyone’s views on the 5G concept of the mall. Two ladies visiting clothing brands said that they did notice the 5G coverage, but did not experience the “speed” of 5G Internet access. “Seriously, the network speed is not fast. It may have something to do with too many people online, Similar to 4G. “
In another commercial project in Shenzhen known as “the nation’s first 5G urban complex”, understanding the notes found that the “5G” large Peugeot appearing in the news pictures had been removed. Unlike the shopping mall near the Window of the World, no 5G-related promotional elements have been found in the complex.
“The wireless network here is very fast and stable, as well as the beautiful appearance of the building, so we chose to live broadcast here.” A net red who is broadcasting live next to the characteristic building complex of the complex said that this home The complex has covered 5G signals since May. In addition to 5G wireless Internet access, there are VR, AR and other creative projects related to 5G concepts that you can experience. According to the information she provided, she understood the notes and came to the e-sports hall on the third floor of the complex.
However, there is no customer here except a staff member who is looking down at the mobile phone. “There is no related experience activity recently, you can pay attention to the public account and pay attention to it later,” the staff member said. In the VR experience hall on the side, there are no staff members who can even inquire. The experience halls are almost deserted.
As for Huaqiangbei Avenue, which is known as “the first street of 5G”, understanding the notes found that it only covered 5G wireless networks. In addition to the major commercial buildings, except for the operator’s 5G exhibition hall, it was basically difficult to find Other experiences related to 5G.
Understand the notes and then searched for keywords such as “the first in the country, 5G, and shopping malls”, and found that there is also a commercial complex in Shanghai known as “the world ’s first 5G shopping mall”, the only difference is the Shenzhen project The word “commercial” was added.
It is not difficult to find that, whether it is an urban complex, a shopping mall, or a real estate business district, as long as it covers the 5G wireless Internet signal, it can use the title of the nation’s or even the world’s first 5G commercial project. However, these names are only covered by 5G signals. What is the purpose of developers and property owners anxious to raise the 5G banner?
Developers ease investment anxiety
“Real estate projects are packaged with the concept of 5G, mainly for investment promotion.”
Zhang Yu (pseudonym) is a key account manager of a marketing planning company in Shenzhen. She told me to understand notes. Since 5G in 2019 After becoming a hot topic, there have been commercial real estate and property projects that hope to use 5G concepts for packaging in marketing.
Especially in November last year, after the three major operators officially launched 5G commercialization, more and more projects related to conceptual marketing requirements became available. Contact. “
The easiest way to establish a connection is to cooperate with the operator to cover 5G wireless signals so that users can experience super fast speeds on the Internet. As a marketing planning agency, Zhang Yuhe’s team’s main job is to help commercial customers “blow out” the 5G concept.
“At present, the company has three mixed-use property customers, in Dongguan and Guangzhou, all want to do 5G concept marketing.” These comprehensive purchasesThe object centers all hope to “stick” to the 5G concept, but they are also limited to 5G Wifi coverage.
This situation has caused Zhang Yu and the planners a limited headache: after all, the absolute publicity terms such as “the first in the country”, “the first in the city”, and “the first in the world” violate the advertising law to some extent. In addition, there have been a large number of “first”, “first” and “first” 5G real estate projects in the society, and it is difficult to stand out from the lack of selling points.
“I can only plan some marketing concepts based on the connection between the project and 5G application technology and application scenarios.” Li Yu told me that I understand the notes. One of the shopping malls is about to cooperate with Unicom to introduce 5G + VR experience business, so They curated a topic of “the first 5G + VR shopping mall in the city”. Another shopping mall that can access 5G hotspots is packaged as “the city’s fastest integrated commercial body” in the publicity, “and the network speed in public areas is fast enough to also pack the concept of 5G e-sports.”
As for whether these “names” can be finally selected and adopted by customers, Li Yu also said that it is difficult to say. After all, all real estate and property customers hope that their commercial projects can use 5G and the words “first” and “first” in their marketing and promotion, but all these words are homogeneous, and there is no new idea. .
“Now searching for ‘the nation’s first 5G’, I can find millions of related content information.” Zhang Yu reluctantly expressed that, The 5G concept has only been on fire for a year, but now it seems It is about to be ruined by a large number of commercial projects and real estate projects.
Indeed, some residential real estates have already promised to cover 5G wireless networks in public areas before they are on sale, becoming the “world’s first 5G community.” There are countless other similar commercial streets, shopping streets, and small town scenic spots.
So, is the purpose of such “marketing” of developers and property owners just for attracting investment?
“To grasp the concept, we must promote marketing. As for why 5G, because 5G is hot enough,” a person in the real estate industry told me to understand the notes. The investment situation of commercial real estate projects has been generally unsatisfactory in the past year, so The concept of own traffic and attention is urgently needed for marketing packaging.
If the most popular concept in the first half of 2019 is “net punch”, then the second half will be 5G. “With marketing gimmicks, you can attract passenger flow. With passenger flow, you can attract investment and seek resources.” Replacement cooperation. “
It is not difficult to see that the reason why developers and property owners will use 5G concept packaging for commercial projects to create many “national and world first” is only to attract more traffic through the 5G concept and complete the investment goal Relieve “anxiety”.
However, the intentions of developers and property owners are so “obvious”, are operators willing to be “utilized”?
Operators and developers want a “win-win”
“In fact, since 5G started commercial use, the pressure of operator promotion is also quite heavy.”
An unnamed person who has worked in a carrier company for many years revealed that since the three major operators launched 5G commercial packages in November last year, promoting and contracting users has become a top priority for operators. At present, the vast majority of users are still on the sidelines for 5G packages.
Data show that as of the end of 2019, China already has more than 3 million 5G users, but compared to the total number of 4257 users of 1.257 billion users, 5G users are obviously a big deal. The reason why users are unwilling to adopt early adopters of 5G packages is also very simple—the lack of application scenarios.
“How fast is 5G? How is 5G better than 4G? Are 5G packages so expensive, and is it really valuable?” The source told me that I understand the notes. At present, several major operators are seeking more offline experiences. Scenario cooperation, hoping to allow consumers to experience 5G Internet speeds and promote 5G commercial packages by covering 5G wireless networks.
Instead of developers, property owners, commercial complexes, and shopping malls using 5G concept packaging marketing, it is better to form a mutually beneficial relationship with operators, hoping to achieve a win-win situation. The grade has attracted merchants. The operators have offline 5G experience scenarios and have attracted end users. This is a win-win situation.
It is reported that in order to find moreFor offline scenarios, some operators ’regional companies are“ licensing ”everywhere, giving cooperative offline entities“ first, ”“ first, ”and“ five-star ”so-called“ titles ”, so that developers, properties, Publicity and promotion in shopping malls. “Users only know that 5G is fast, but they don’t know that 5G can be used in 8K live broadcast, cloud gaming, VR, and medical fields. These all need science.” The source said.
Shopping malls and real estate projects use 5G concepts to achieve marketing packaging and increase drainage and attract investment; operators hope to promote 5G concepts through offline cooperation to build more 5G offline experience scenarios. It can be said that this situation is that the two sides are each taking what they need and each plan is in order, and the form is greater than the content.
The results you see after the actual visit are really a gimmick over experience for developers, property owners, and operators. Especially for ordinary consumers, can they really feel the charm of 5G from such experience scenarios?
Conclusion
The increasing number of “first 5G” and “first 5G” titles may only make consumers’ impressions of 5G more and more vain and more wait-and-see attitude. As for the commercial real estate and property owners hoping to use this to increase the success rate of investment promotion, I am afraid it is wishful thinking-the “5G experience” without a soul will not bring real customers.