Why the College Student Market Matters

1. The college campus is a perfect testing market: thousands of students are easily reachable (most will share their excitement about starting college on social media).

2. Highly replicable: If it works at one university, it’s likely to succeed at another.

3. Low risk: If it fails, you lose only a small amount of money—nothing that would ruin your career (on the contrary, you’ll gain valuable experience).

Based on this second point, products like Ele.me, Meituan, JD Baitiao, and Qufenqi have emerged in China.