美团的“碰一碰”来了

陆玖商业评论01-21

在这个迫切需要临门一脚打动消费者的年代，谁能离终端更近，离消费者更近，谁能把握好零售广告的机会，决定着未来营销的走向。遍布线下各个本地生活业态的美团充电宝某种意义是美团“零售+科技”战略向媒体的延伸。零售广告，特别是基于广告平台的零售广告正在成为新的广告趋势——根据BCG波士顿咨询的研究，未来五年，零售媒体网络（Retail Media Network, RMN）的广告支出将以每年25%的速度增长...

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不高兴的小欣
01-22
不高兴的小欣
ppt做的好看

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RMN）的广告支出将以每年25%的速度增长。整个2025年，预计RMN将占到全球零售广告支出的三分之二。支付宝分众“碰一碰”就是很好的例子。过去，从打开手机到完成支付，至少需要4-5步。用“碰一碰”，只需要2步。来自分众传媒公众号的数据显示，分众电梯屏日均“碰一下”互动量达140万次，核心用户以年轻人为主，且相对偏男性。通过这一功能，韩束日均发放6万张优惠券，每日领用样品的用户达四五千人次；在淘宝闪购场景中，“碰一下”直接跳转核销的概率达90%，进店转化率15%-20%，客单价更是达到淘宝平台平均水平的1.5-2倍。奥利奥的“碰一下”优惠券，核销率达23%。这种互动广告不仅提升了即时转化，更实现了高效拉新，为品牌积累了优质用户资产。图片来源：分众传媒这股风潮下，我们看到更多品牌开始重视真实购物场景下营销的解决方案。而美团充电宝业务近期推出的智惠屏，正是在真实购物场景中，在消费者决策的关键时刻，帮品牌影响消费者的最终购买行为——可以即时展示品牌及服务的促销信息、新品广告或替代选择，直接推动临门一脚转化。这是线上广告无法比拟的线下触达效率。当用户在便利店和餐厅看到酒饮广告，只需用手机轻碰充电宝屏幕，即可直接领取优惠券并跳转购买页。整个过程无需搜索，3秒内完成从注意到下单。上周，有单和美团联合举办“有单找伙伴大会-创新媒介”专场，共同探讨诸如充电宝这种新媒介、新技术、新场景、新内容对行业的价值。01 品牌营销困局的本质今年行业的竞争格局依然不断变化。但与之前不同的是，品牌对营销、广告变化的理解更加透彻。在线上，互联网进入深度碎片化时代，品牌追逐的是多向、多场景的沟通。很多品牌开始批量化做内容。同时，品牌不得不摸索不同平台和圈层的用户喜好。但信息冗余、同质化加剧，以及太过碎片化带来的去中心化，让品牌与用户的沟通，消费者对品牌、产品的理解都出现偏差。结果是，线上广告越来越贵，效果参差不齐。这时，品牌开始把目光转向线下。但也面临卷创意，卷体验，线下idea效果难以衡量和如何通过数据与技术更深层次激活互动与个性化体验的难题。这时基于广告平台的零售广告带来了转机。02 “零售广告”的春天过去三年，甚至五年，行业对技术本身显得过于追捧，而数据才是一切的来源。依托平台，品牌可以通过线上与线下的数据分析，快速根据消费者购买习惯提供量身打造的广告内容，提升曝光效率与转化率。作为营销人员，我们需要的是第一手的数据和可靠的分析能力，技术只是手段。随着品牌有能力通过数据了解不同消费者，而不是不断“洗”同一批用户，才能汲取灵感，真正精准的广告才能诞生。作为品牌，基于线下终端的零售广告一定是机会，也是红海。但最佳策略并非完全抛弃线上，回到传统零售广告模式，而是将线下终端当做整合营销中的一环，与数字化相结合，发挥线下优势，构建更快触达消费者、交易的营销网络。这背后，一直将战略锚定在“零售+科技”的美团其实早已完成布局——集合500多万线下触点的美团充电宝，正在一步步实现“零售+科技+媒体”落地。03 美团版“碰一碰”背后，品牌的想象空间到底有多大？要讲美团充电宝，不能不讲美团自身——截止2025年第三季度，整个美团平台DAU同比增长20%，订单量峰值1.5亿，营收超过954亿，超过200条业务线覆盖用户生活的方方面面，这中间充电宝凭借自身产品特点可以渗透进最多业务场景中——根据最新数据，美团充电宝累计用户超5亿，核心覆盖一线和新一线的高学历的年轻用户群体。最重要的是，美团充电宝在全国有超过500多万个商家点位，覆盖商家类型超过50类，可匹配不同客户的消费场景。面对超过40万亿的零售大盘子，乍看起来小小的充电宝产品在整个美团的战略和规划中恰恰充当的是串联零售的方方面面，尤其是线下实体中不同场景的重任。美团充电宝可联动美团全域生态，形成组合化生态营销合力“美团碰一碰”，来了区别于支付宝和分众的跨平台合作，美团充电宝智惠屏更像是“原生版”：背靠整个美团平台自身数据，构建更多场景下的“数字化+消费”全新体验，重塑线下场景的商业价值。随着美团充电宝智惠屏持续铺开，更多品牌将借势这一智惠“新入口”，在贴近商家、消费者的场景中释放商业潜能，特别是在互动层面。美团充电宝智惠屏能力全面升级“最科技的户外广告”严格意义上，美团充电宝智惠屏及互动营销并不是机场、火车站这类传统户外广告，但因为立足线下零售终端这一影响消费者最终消费决策临门一脚的位置，又背靠美团和大众点评吃喝玩乐游购医的消费大数据，可以算是“最科技的户外广告”。这可以重点解决传统户外广告在精准度、可衡量性、成本效率和触达效率上的短板，极大程度促进线上线下融合。比如，品牌可以借助美团充电宝将特价信息传递给来到场景附近充电的消费者，实现户外渠道下的精准投放。之前，户外广告只是入口，却不是品牌营销真正的场景。现在基于大数据，结合技术创新和真实场景下的需求挖掘，品牌可以实现户外广告的高效投放。美团充电宝对于核心客群的触达能力场景化亮点营销无论是最新的充电宝智惠屏，还是充电宝灯箱、机柜，其实都是复杂传播环境下更具体的价值场景，品牌可以通过有效的产品叙事和更高效的品牌叙事，用不同内容去影响不同人群的决策。当下时代，中心化场景和大场景下的宏大叙事已经很难实现和打动消费者，反而是基于特定场景、小场景下的和用户真实的沟通，更容易打造亮点式的场景营销，引发差异化的共鸣。这显然更考验品牌的内容营销能力。过去很多年，其实品牌对用户场景数据的理解和使用是相对浅显的，这也造成产出的内容相对同质化。而当品牌来到线下，来到终端，去和美团充电宝这样的媒介共创内容时，需要比拼颗粒度更高的内容：谁的大屏封面更让人想点击，谁的线下投放更智慧，谁的投放更精细化。这背后是，产品竞争策略和品牌核心价值的竞争。04 写在最后在这个迫切需要临门一脚打动消费者的年代，谁能离终端更近，离消费者更近，谁能把握好零售广告的机会，决定着未来营销的走向。美团充电宝，无疑提供了一个新媒介、新触点、新机会。充电宝智惠屏对品牌广告主来说，提升了线下广告的转化率，对于广告代理商则有了可量化的效果证明，对于终端场景门店增加了客流和下单率还替代了大量促销海报，降低了印刷成本和人工更换成本，更加环保高效。品牌和代理公司改变传统媒介，特别是零售广告的操作模式，和平台一起，背靠数据和技术，真正做到更了解消费者，和消费者在一起，打造更好的场景化内容和消费路径。这是所有品牌和代理公司在当下这个复杂商业时代，需要持续进步的地方。","kind":"news","is_publish_news":true,"is_publish_highlight":false,"is_publish_live":false,"is_publish_wemedia":null,"editions":null,"column":"","sentiment":"1","news_tag":"productRelease","news_rank":0,"isVideo":false,"video":null,"symbols":[],"gpt_button":0,"need_auth":false,"need_login_tip":false,"code":"91000000","status":"200"},"commentList":[{"id":524354409723136,"gmtCreate":1769042885797,"gmtModify":1769042888471,"author":{"id":"3471210355661451","authorId":"3471210355661451","name":"不高兴的小欣","avatar":"https://static.tigerbbs.com/be9f320e27bb9010bdd8748b7ecc7bf7","vip":1,"crmLevel":4,"crmLevelSwitch":0,"wearingBadges":[],"authorIdStr":"3471210355661451","idStr":"3471210355661451"},"htmlText":"ppt做的好看","listText":"ppt做的好看","text":"ppt做的好看","images":[],"top":1,"highlighted":1,"essential":1,"paper":1,"likeSize":0,"commentSize":0,"repostSize":0,"link":"https://laohu8.com/post/524354409723136","repostId":2605710291,"repostType":2,"repost":{"id":"2605710291","kind":"news","pubTimestamp":1768999797,"share":"https://www.laohu8.com/m/news/2605710291?lang=zh_CN&edition=full","pubTime":"2026-01-21 20:49","market":"hk","language":"zh","title":"美团的“碰一碰”来了","url":"https://stock-news.laohu8.com/highlight/detail?id=2605710291","media":"陆玖商业评论","summary":"支付宝分众“碰一碰”就是很好的例子。用“碰一碰”，只需要2步。来自分众传媒公众号的数据显示，分众电梯屏日均“碰一下”互动量达140万次，核心用户以年轻人为主，且相对偏男性。奥利奥的“碰一下”优惠券，核销率达23%。03 美团版“碰一碰”背后，品牌的想象空间到底有多大？","content":"<html><body><article><p><strong>在这个迫切需要临门一脚打动消费者的年代，谁能离终端更近，离消费者更近，谁能把握好零售广告的机会，决定着未来营销的走向。遍布线下各个本地生活业态的<a href=\"https://laohu8.com/S/MPNGY\">美团</a>充电宝某种意义是<a href=\"https://laohu8.com/S/03690\">美团</a>“零售+科技”战略向媒体的延伸。</strong></p><img src=\"https://inews.gtimg.com/news_bt/OzIUzOR_VbtDsHNJ4i98cjkrdgKCSBdNKG1iLJPaJ38pgAA/0\"/><p>零售广告，特别是基于广告平台的零售广告正在成为新的广告趋势——根据BCG波士顿咨询的研究，<strong>未来五年，零售媒体网络（Retail Media Network, RMN）的广告支出将以每年25%的速度增长。</strong>整个2025年，预计RMN将占到全球零售广告支出的三分之二。</p><p>支付宝分众“碰一碰”就是很好的例子。过去，从打开手机到完成支付，至少需要4-5步。用“碰一碰”，只需要2步。来自<a href=\"https://laohu8.com/S/002027\">分众传媒</a>公众号的数据显示，分众电梯屏日均“碰一下”互动量达140万次，核心用户以年轻人为主，且相对偏男性。通过这一功能，韩束日均发放6万张优惠券，每日领用样品的用户达四五千人次；在淘宝闪购场景中，“碰一下”直接跳转核销的概率达90%，进店转化率15%-20%，客单价更是达到淘宝平台平均水平的1.5-2倍。奥利奥的“碰一下”优惠券，核销率达23%。这种互动广告不仅提升了即时转化，更实现了高效拉新，为品牌积累了优质用户<span>资产</span>。</p><img src=\"https://inews.gtimg.com/news_bt/OxyKOW7H0EaAvJfasyna6vxNLlSdYf7WhYIbQCQlUvro4AA/0\"/><p>图片来源：分众传媒</p><p>这股风潮下，我们看到更多品牌开始重视真实购物场景下营销的解决方案。而美团充电宝业务近期推出的智惠屏，正是在真实购物场景中，在消费者决策的关键时刻，帮品牌影响消费者的最终购买行为——可以即时展示品牌及服务的促销信息、新品广告或替代选择，直接推动临门一脚转化。这是线上广告无法比拟的线下触达效率。当用户在便利店和餐厅看到酒饮广告，只需用手机轻碰充电宝屏幕，即可直接领取优惠券并跳转购买页。整个过程无需搜索，3秒内完成从注意到下单。</p><p>上周，有单和美团联合举办“有单找伙伴大会-创新媒介”专场，共同探讨诸如充电宝这种新媒介、新技术、新场景、新内容对行业的价值。</p><img src=\"https://inews.gtimg.com/news_bt/OvClvt4ngGWRG6B9P5fJyzmXrCj915ZFdFu8C7QTMo3JkAA/0\"/><p>01 品牌营销困局的本质</p><p>今年行业的竞争格局依然不断变化。但与之前不同的是，品牌对营销、广告变化的理解更加透彻。</p><p>在线上，互联网进入深度碎片化时代，品牌追逐的是多向、多场景的沟通。很多品牌开始批量化做内容。同时，品牌不得不摸索不同平台和圈层的用户喜好。但信息冗余、同质化加剧，以及太过碎片化带来的去中心化，让品牌与用户的沟通，消费者对品牌、产品的理解都出现偏差。结果是，线上广告越来越贵，效果参差不齐。</p><p>这时，品牌开始把目光转向线下。但也面临卷创意，卷体验，线下idea效果难以衡量和如何通过数据与技术更深层次激活互动与个性化体验的难题。</p><p>这时基于广告平台的零售广告带来了转机。</p><p>02 “零售广告”的<a href=\"https://laohu8.com/S/600381\">春天</a></p><p>过去三年，甚至五年，行业对技术本身显得过于追捧，而数据才是一切的来源。依托平台，品牌可以通过线上与线下的数据分析，快速根据消费者购买习惯提供量身打造的广告内容，提升曝光效率与转化率。作为营销人员，我们需要的是第一手的数据和可靠的分析能力，技术只是手段。随着品牌有能力通过数据了解不同消费者，而不是不断“洗”同一批用户，才能汲取灵感，真正精准的广告才能诞生。</p><p>作为品牌，基于线下终端的零售广告一定是机会，也是红海。但最佳策略并非完全抛弃线上，回到传统零售广告模式，而是将线下终端当做整合营销中的一环，与数字化相结合，发挥线下优势，构建更快触达消费者、交易的营销网络。</p><p><strong>这背后，一直将战略锚定在“零售+科技”的美团其实早已完成布局——集合500多万线下触点的美团充电宝，正在一步步实现“零售+科技+媒体”落地。</strong></p><p>03 美团版“碰一碰”背后，品牌的想象空间到底有多大？</p><p>要讲美团充电宝，不能不讲美团自身——截止2025年第三季度，整个美团平台DAU同比增长20%，订单量峰值1.5亿，营收超过954亿，超过200条业务线覆盖用户生活的方方面面，这中间充电宝凭借自身产品特点可以渗透进最多业务场景中——根据最新数据，美团充电宝累计用户超5亿，核心覆盖一线和新一线的高学历的年轻用户群体。最重要的是，美团充电宝在全国有超过500多万个商家点位，覆盖商家类型超过50类，可匹配不同客户的消费场景。面对超过40万亿的零售大盘子，乍看起来小小的充电宝产品在整个美团的战略和规划中恰恰充当的是串联零售的方方面面，尤其是线下实体中不同场景的重任。</p><img src=\"https://inews.gtimg.com/news_bt/OBZfmLi632mXKjgrN_WpHj07WrUMOi6jBK1U1R9bx5aI4AA/0\"/><p>美团充电宝可联动美团全域生态，形成组合化生态营销合力</p><p><strong>“美团碰一碰”，来了</strong></p><p>区别于支付宝和分众的跨平台合作，<strong>美团充电宝智惠屏更像是“原生版”：背靠整个美团平台自身数据，构建更多场景下的“数字化+消费”全新体验，重塑线下场景的商业价值。</strong>随着美团充电宝智惠屏持续铺开，更多品牌将借势这一智惠“新入口”，在贴近商家、消费者的场景中释放商业潜能，特别是在互动层面。</p><img src=\"https://inews.gtimg.com/news_bt/OJvYOahIVdZjYGeXPi4AThLXD4rcAlTV_N3TjoRfdBvK8AA/0\"/><p>美团充电宝智惠屏能力全面升级</p><p><strong>“最科技的户外广告”</strong></p><p>严格意义上，美团充电宝智惠屏及互动营销并不是机场、火车站这类传统户外广告，但因为立足线下零售终端这一影响消费者最终消费决策临门一脚的位置，又背靠美团和大众点评吃喝玩乐游购医的消费大数据，可以算是“最科技的户外广告”。</p><p>这可以重点解决传统户外广告在精准度、可衡量性、成本效率和触达效率上的短板，极大程度促进<a href=\"https://laohu8.com/S/300959\">线上线下</a>融合。比如，品牌可以借助美团充电宝将特价信息传递给来到场景附近充电的消费者，实现户外渠道下的精准投放。之前，户外广告只是入口，却不是品牌营销真正的场景。<strong>现在基于大数据，结合技术创新和真实场景下的需求挖掘，品牌可以实现户外广告的高效投放。</strong></p><img src=\"https://inews.gtimg.com/news_bt/OYGoPZVe7I9ow8WfHw9NDy3FHQS2tZ80BJQRy2JG4AkUYAA/0\"/><p>美团充电宝对于核心客群的触达能力</p><p><strong>场景化亮点营销</strong></p><p>无论是最新的充电宝智惠屏，还是充电宝灯箱、机柜，其实都是复杂传播环境下更具体的价值场景，品牌可以通过有效的产品叙事和更高效的品牌叙事，用不同内容去影响不同人群的决策。当下时代，中心化场景和大场景下的宏大叙事已经很难实现和打动消费者，反而是<strong>基于特定场景、小场景下的和用户真实的沟通，更容易打造亮点式的场景营销，引发差异化的共鸣。</strong></p><img src=\"https://inews.gtimg.com/news_bt/GPpXnp4_T5eObLqEL0d0Ute-7zhDtCguSzTxaE2uL0FoEAA/0\"/><p>这显然更考验品牌的内容营销能力。过去很多年，其实品牌对用户场景数据的理解和使用是相对浅显的，这也造成产出的内容相对同质化。而当品牌来到线下，来到终端，去和美团充电宝这样的媒介共创内容时，需要比拼颗粒度更高的内容：谁的大屏封面更让人想点击，谁的线下投放更智慧，谁的投放更精细化。这背后是，产品竞争策略和品牌核心价值的竞争。</p><p>04 写在最后</p><p>在这个迫切需要临门一脚打动消费者的年代，谁能离终端更近，离消费者更近，谁能把握好零售广告的机会，决定着未来营销的走向。<strong>美团充电宝，无疑提供了一个新媒介、新触点、新机会。</strong></p><p>充电宝智惠屏对品牌广告主来说，提升了线下广告的转化率，对于广告代理商则有了可量化的效果证明，对于终端场景门店增加了客流和下单率还替代了大量促销海报，降低了印刷成本和人工更换成本，更加环保高效。品牌和代理公司改变传统媒介，特别是零售广告的操作模式，和平台一起，背靠数据和技术，真正做到更了解消费者，和消费者在一起，打造更好的场景化内容和消费路径。这是所有品牌和代理公司在当下这个复杂商业时代，需要持续进步的地方。</p></article></body></html>","source":"tencent","collect":0,"html":"<!DOCTYPE html>\n<html>\n<head>\n<meta http-equiv=\"Content-Type\" content=\"text/html; charset=utf-8\" />\n<meta name=\"viewport\" content=\"width=device-width,initial-scale=1.0,minimum-scale=1.0,maximum-scale=1.0,user-scalable=no\"/>\n<meta name=\"format-detection\" content=\"telephone=no,email=no,address=no\" />\n<title>美团的“碰一碰”来了</title>\n<style 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margin: 0;line-height: 11px;}\n.small {font-size: 12.5px; display: inline-block; transform: scale(0.9); -webkit-transform: scale(0.9); transform-origin: left; -webkit-transform-origin: left;}\n.smaller {font-size: 12.5px; display: inline-block; transform: scale(0.8); -webkit-transform: scale(0.8); transform-origin: left; -webkit-transform-origin: left;}\n.bt-text {font-size: 12px;margin: 1.5em 0 0 0}\n.bt-text p {margin: 0}\n</style>\n</head>\n<body>\n<div class=\"wrapper\">\n<header>\n<h2 class=\"title\">\n美团的“碰一碰”来了\n</h2>\n\n<h4 class=\"meta\">\n\n\n2026-01-21 20:49 北京时间&nbsp;&nbsp;&nbsp;<a href=http://gu.qq.com/resources/shy/news/detail-v2/index.html#/?id=nesSN20260121205304a445c039&s=b><strong>陆玖商业评论</strong></a>\n\n\n</h4>\n\n</header>\n<article>\n<div>\n<p>在这个迫切需要临门一脚打动消费者的年代，谁能离终端更近，离消费者更近，谁能把握好零售广告的机会，决定着未来营销的走向。遍布线下各个本地生活业态的美团充电宝某种意义是美团“零售+科技”战略向媒体的延伸。零售广告，特别是基于广告平台的零售广告正在成为新的广告趋势——根据BCG波士顿咨询的研究，未来五年，零售媒体网络（Retail Media Network, RMN）的广告支出将以每年25%的速度增长...</p>\n\n<a href=\"http://gu.qq.com/resources/shy/news/detail-v2/index.html#/?id=nesSN20260121205304a445c039&s=b\">网页链接</a>\n\n</div>\n\n\n</article>\n</div>\n</body>\n</html>\n","type":0,"thumbnail":"","relate_stocks":{"LU0348816934.USD":"ALLIANZ TOTAL RETURN ASIAN EQUITY \"AT\" (USD)","LU0463099449.HKD":"SCHRODER ISF CHINA OPPORTUNITIES \"A\" (HKD) ACC","LU1282648689.USD":"ALLIANZ TOTAL RETURN ASIAN EQUITY \"AMG\" (USD) INC","LU0823039010.USD":"AMUNDI FUNDS ASIA EQUITY FOCUS  \"A2\" (USD) INC","LU0359201885.HKD":"BGF CHINA \"A2\" (HKD) ACC","LU0251144936.SGD":"Fidelity Sustainable Asia Equity A-SGD","LU0117841782.USD":"JPM GREATER CHINA \"A\" (USD) INC","LU0047713382.USD":"BGF EMERGING MARKETS \"A2\" ACC","BK1610":"ETF&股票定投概念","IE00BPRC5H50.USD":"NEUBERGER BERMAN CHINA EQUITY \"A\" (USD) INC","LU1102505762.USD":"富达新兴市场焦点 A","LU1868838027.USD":"CT (LUX) I GLOBAL EMERGING MARKET EQUITIES \"8\" (USD) ACC","LU0499858602.USD":"NINETY ONE GSF ASIA PACIFIC EQUITY OPPORTUNITIES \"A\" (USD) 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RMN）的广告支出将以每年25%的速度增长。整个2025年，预计RMN将占到全球零售广告支出的三分之二。支付宝分众“碰一碰”就是很好的例子。过去，从打开手机到完成支付，至少需要4-5步。用“碰一碰”，只需要2步。来自分众传媒公众号的数据显示，分众电梯屏日均“碰一下”互动量达140万次，核心用户以年轻人为主，且相对偏男性。通过这一功能，韩束日均发放6万张优惠券，每日领用样品的用户达四五千人次；在淘宝闪购场景中，“碰一下”直接跳转核销的概率达90%，进店转化率15%-20%，客单价更是达到淘宝平台平均水平的1.5-2倍。奥利奥的“碰一下”优惠券，核销率达23%。这种互动广告不仅提升了即时转化，更实现了高效拉新，为品牌积累了优质用户资产。图片来源：分众传媒这股风潮下，我们看到更多品牌开始重视真实购物场景下营销的解决方案。而美团充电宝业务近期推出的智惠屏，正是在真实购物场景中，在消费者决策的关键时刻，帮品牌影响消费者的最终购买行为——可以即时展示品牌及服务的促销信息、新品广告或替代选择，直接推动临门一脚转化。这是线上广告无法比拟的线下触达效率。当用户在便利店和餐厅看到酒饮广告，只需用手机轻碰充电宝屏幕，即可直接领取优惠券并跳转购买页。整个过程无需搜索，3秒内完成从注意到下单。上周，有单和美团联合举办“有单找伙伴大会-创新媒介”专场，共同探讨诸如充电宝这种新媒介、新技术、新场景、新内容对行业的价值。01 品牌营销困局的本质今年行业的竞争格局依然不断变化。但与之前不同的是，品牌对营销、广告变化的理解更加透彻。在线上，互联网进入深度碎片化时代，品牌追逐的是多向、多场景的沟通。很多品牌开始批量化做内容。同时，品牌不得不摸索不同平台和圈层的用户喜好。但信息冗余、同质化加剧，以及太过碎片化带来的去中心化，让品牌与用户的沟通，消费者对品牌、产品的理解都出现偏差。结果是，线上广告越来越贵，效果参差不齐。这时，品牌开始把目光转向线下。但也面临卷创意，卷体验，线下idea效果难以衡量和如何通过数据与技术更深层次激活互动与个性化体验的难题。这时基于广告平台的零售广告带来了转机。02 “零售广告”的春天过去三年，甚至五年，行业对技术本身显得过于追捧，而数据才是一切的来源。依托平台，品牌可以通过线上与线下的数据分析，快速根据消费者购买习惯提供量身打造的广告内容，提升曝光效率与转化率。作为营销人员，我们需要的是第一手的数据和可靠的分析能力，技术只是手段。随着品牌有能力通过数据了解不同消费者，而不是不断“洗”同一批用户，才能汲取灵感，真正精准的广告才能诞生。作为品牌，基于线下终端的零售广告一定是机会，也是红海。但最佳策略并非完全抛弃线上，回到传统零售广告模式，而是将线下终端当做整合营销中的一环，与数字化相结合，发挥线下优势，构建更快触达消费者、交易的营销网络。这背后，一直将战略锚定在“零售+科技”的美团其实早已完成布局——集合500多万线下触点的美团充电宝，正在一步步实现“零售+科技+媒体”落地。03 美团版“碰一碰”背后，品牌的想象空间到底有多大？要讲美团充电宝，不能不讲美团自身——截止2025年第三季度，整个美团平台DAU同比增长20%，订单量峰值1.5亿，营收超过954亿，超过200条业务线覆盖用户生活的方方面面，这中间充电宝凭借自身产品特点可以渗透进最多业务场景中——根据最新数据，美团充电宝累计用户超5亿，核心覆盖一线和新一线的高学历的年轻用户群体。最重要的是，美团充电宝在全国有超过500多万个商家点位，覆盖商家类型超过50类，可匹配不同客户的消费场景。面对超过40万亿的零售大盘子，乍看起来小小的充电宝产品在整个美团的战略和规划中恰恰充当的是串联零售的方方面面，尤其是线下实体中不同场景的重任。美团充电宝可联动美团全域生态，形成组合化生态营销合力“美团碰一碰”，来了区别于支付宝和分众的跨平台合作，美团充电宝智惠屏更像是“原生版”：背靠整个美团平台自身数据，构建更多场景下的“数字化+消费”全新体验，重塑线下场景的商业价值。随着美团充电宝智惠屏持续铺开，更多品牌将借势这一智惠“新入口”，在贴近商家、消费者的场景中释放商业潜能，特别是在互动层面。美团充电宝智惠屏能力全面升级“最科技的户外广告”严格意义上，美团充电宝智惠屏及互动营销并不是机场、火车站这类传统户外广告，但因为立足线下零售终端这一影响消费者最终消费决策临门一脚的位置，又背靠美团和大众点评吃喝玩乐游购医的消费大数据，可以算是“最科技的户外广告”。这可以重点解决传统户外广告在精准度、可衡量性、成本效率和触达效率上的短板，极大程度促进线上线下融合。比如，品牌可以借助美团充电宝将特价信息传递给来到场景附近充电的消费者，实现户外渠道下的精准投放。之前，户外广告只是入口，却不是品牌营销真正的场景。现在基于大数据，结合技术创新和真实场景下的需求挖掘，品牌可以实现户外广告的高效投放。美团充电宝对于核心客群的触达能力场景化亮点营销无论是最新的充电宝智惠屏，还是充电宝灯箱、机柜，其实都是复杂传播环境下更具体的价值场景，品牌可以通过有效的产品叙事和更高效的品牌叙事，用不同内容去影响不同人群的决策。当下时代，中心化场景和大场景下的宏大叙事已经很难实现和打动消费者，反而是基于特定场景、小场景下的和用户真实的沟通，更容易打造亮点式的场景营销，引发差异化的共鸣。这显然更考验品牌的内容营销能力。过去很多年，其实品牌对用户场景数据的理解和使用是相对浅显的，这也造成产出的内容相对同质化。而当品牌来到线下，来到终端，去和美团充电宝这样的媒介共创内容时，需要比拼颗粒度更高的内容：谁的大屏封面更让人想点击，谁的线下投放更智慧，谁的投放更精细化。这背后是，产品竞争策略和品牌核心价值的竞争。04 写在最后在这个迫切需要临门一脚打动消费者的年代，谁能离终端更近，离消费者更近，谁能把握好零售广告的机会，决定着未来营销的走向。美团充电宝，无疑提供了一个新媒介、新触点、新机会。充电宝智惠屏对品牌广告主来说，提升了线下广告的转化率，对于广告代理商则有了可量化的效果证明，对于终端场景门店增加了客流和下单率还替代了大量促销海报，降低了印刷成本和人工更换成本，更加环保高效。品牌和代理公司改变传统媒介，特别是零售广告的操作模式，和平台一起，背靠数据和技术，真正做到更了解消费者，和消费者在一起，打造更好的场景化内容和消费路径。这是所有品牌和代理公司在当下这个复杂商业时代，需要持续进步的地方。","news_type":1,"symbols_score_info":{"HMTD.SI":0.6,"METmain":0.6,"MPNGY":1.96,"03690":1.96}},"isVote":1,"likeStatus":false,"favoriteStatus":false,"reportStatus":false,"tweetType":1,"langContent":"CN"}],"isCommentEnd":true,"newsSizeData":{"likeSize":0,"commentSize":1,"repostSize":1,"favoriteSize":0,"likeStatus":false,"favoriteStatus":false},"APP":{"userAgent":"Mozilla/5.0 AppleWebKit/537.36 (KHTML, like Gecko; compatible; ClaudeBot/1.0; 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