Your brand is not a brand: four kinds of consumer marketing logic 90 after world network operators [Note] i know you do after 90? If you come up with Ma Jiajia sex toys speech PPT, you will not feel surprised? If you look at Nike are doing mobile end brand O2O, you will not feel surprise? Yes, they are 90, or their consumer target is 90. Their business thinking and actions tell us: Consumers are changing, becoming the main consumer society after 90 do not believe the original brand, and in the new commercial era, they are telling their own consumption logic. This excerpt from Youthology research report '90 Youth \u0026 mdash; \u0026 mdash; big time in the small world,' Jane Jiang, vice president of SK Telecom investment is strongly recommended that the original report from the 'City Pictorial' and Youthology joint planning. This era is the era of the rise of the individual community, every ordinary people aspire to establish a complete individuality, in access to scientific help is also facing a new era of social limitations.
For brands, gain attention after 90 young people, build brand loyalty, it has become increasingly difficult. Young lopsided self-exploration, the brand new requirements, has also been given a new chance. The so-called opportunity, whether from the brand after 90 young people aspire to identify with an individual in the process of social rise, anxiety and behavioral change; from the brand outside only concerned with whether the identity of the young consumer consumerism logic, inject more about complete individual vision and sense of responsibility. Over the past few years, the brand echoes social changes and young people aspire to, call upon the youth to dare to dream, and to encourage young people to dare to act. Brand's role remains a spectator, everything comes down to courage, encouraging young people to break through barriers. But this young man did not have much response. Because social media, 90 young people after earlier than the brand known contemporary situation, including their own yearning and anxiety. For individual plight, agitators can not bring immediate value. In an uncertain age, young people need is empathy, not erase individual differences and possible limitations, blind agitation. A slogan of encouragement, may provide only a distress stressful reminder. According to the young man's own words, \u0026 ldquo; I hope someone empathy, can advise my life, but do not want people pointing to my life \u0026 rdquo ;. Four important longing and anxiety, brand corresponding to 90 after growing up in the individual time can become life innovators, "dragon ball z wigs " those interested to develop the relationship between the adhesive and the social changes were. These four social roles, also define this era of cultural leadership brands, capacity and quality needed to have four. 1, as the innovative brand of life after 90 Construction of the center of gravity of the individual into the moment, life has become a key moment bear.
As a life innovator brand, give them immediate value. (1) from the representative of my dreams to give me a good life brand keen understanding of young people dream and trying to communicate, so that the brand can represent the dreams of young people, even among its own products and services such dreams no contact, we will not hesitate to speak out for young people. As a result, young people feel that this brand communication hole boring, can not understand the product itself will put their lives have little meaning. For the 90 young people, build everyday life, this is their dreams and the meaning of life reflected in their first concern is that the brand can bring their own particular kind of daily life, followed by such everyday life and own dreams may also have other kind of contact. Therefore, the brand in the communication should be more and more focused on clear and specific description of \u0026 ldquo; \u0026 rdquo ;, followed by a good life and talk about what kind of life the dream and, not upside down. (2) from life not just symbolic presentation to communicate about everyday life situations of the brand before, customary detached everyday life, a symbol of the way, the perfect present lifestyle. Such communication, or let young people feel \u0026 ldquo; \u0026 rdquo ;, no sense or that seem too \u0026 ldquo; \u0026 rdquo ;. loading force 90 understanding of the quality of life contains a wealth of everyday life situations and details of everyday life of ordinary people is good about, \u0026 ldquo; I do not want to install, this is my life \u0026 rdquo ;. Brand communication, to tell the average person's daily life situations. Such talk is good, but not because it is too perfect and lose flavor of everyday life. To make people feel that is what I want, but also my life. (3) from purchased life to create life in the usual brand of communication, the consumer is good enough for the role. 90 after the real favorite brand, is not only good to have a good life this matter, he detailed his right, but also provide an opportunity for young people to feel at single-handedly created the life.
This means that brands need to be involved in creating the space provided in the communication, products and services, hands-on construction possible. (4) Exclusive to cross from young ages and strata enjoy traditional definition of \u0026 ldquo; \u0026 rdquo ;, the youth market category focused on sports apparel, technology products, snacks, beverages and other categories, tend to be relatively inexpensive positioning in the price. Compared to 90 in the past young people earlier start building their own quality of life. They are interested in is no longer limited to these categories. Today, more categories have the opportunity to open the potential of the youth market, such as furniture, small appliances, automobiles. Meanwhile, the relative luxury of category and brand, such as cross-border travel, luxury brands by providing installments and other financial services, will enter more younger consumer groups. (5) Multiple selections to choose from a small but beautiful past brand focus on providing more options to meet the individual needs of young people. But not to get involved in too broad a brand, it is unable to meet the requirements of young people's quality of life. Today, young people increasingly appreciate those who have expertise in certain segments of the brand. No large brands, but certainly there is a fine quality. Under the fetish culture, products and services need to be more hard work to do, carrying clearer meaning and emotion.
As a life innovator brand, the best case is IKEA. IKEA has now become many young people attracted to the brand. IKEA never talk so much about the dream, it is about a better life, has always been normal life. IKEA communication in young people see their own daily lives. IKEA hands to guide young people to their own brains, to build their own lives, the brand offers the tools and guidance, and ultimately the creation done by young people themselves. From furniture, to small decorative, to kitchenware, IKEA depicts young people aspire to live and can be reached, there is provided a sense of design, exquisite variety of options, as well as young at affordable prices. 2, to develop as a person of interest in the brand because this generation of self-exploration has gone deep into the interests, work and independent thinking, and to experience the center of gravity, which means that the traditional form of products and services to large changes. Brand's role is no longer to provide bright mark, but to provide practical tools and methodologies, Mentor, to accompany young people to explore and practice their own interests. (1) from the values of guidance and inspiration to young people about the brand of their own values and practices of individual era, not the values of the brand, will not be remembered. Today, many brands to talk about high values of young people, but not to communicate their values and practices. Yearning for self-depth 90, he is admired around the Great God. Brands have to be a big God \u0026 mdash; \u0026 mdash; \u0026 ldquo; do your own thing finds, like the thing, and adhere to good \u0026 rdquo ;. Only the brand itself has stories, vision and values, in order to exist as an independent entity, but also to attract the la corda d'oro cosplay attention of young people. (2) from a product to a hobby today, there are many brands realize that they are not selling \u0026 ldquo; product \u0026 rdquo ;, but \u0026 ldquo; Lifestyle \u0026 rdquo ;.
In this ideology, brand communication instead of focusing on services and products, and focus in the communication on behalf of a certain kind of lifestyle \u0026 ldquo; \u0026 rdquo ;, symbolic than real experience of everyday life. Seems to have a brand, you have a way of life. Today, 90 are no longer satisfied lifestyle imitation, they aspire to be interested in building their lives around. A considerable number of products and services, are likely to be young to cultivate an interest, self-knowledge begins. This means that brands have the ability to put their products and categories are located, into a series of interest to develop a program, not just the symbol of life. Specifically, it can provide product development around the core interest of peripheral products; provide opportunities for a large number of participatory experiences; providing opportunities for emotional catharsis and expression; provide opportunities for individual storytellers; providing the opportunity to create and get a sense of accomplishment. (3) From information-communication to communicate with the experience after 90 longing for the deep self, they want to think, the usual question, insisted to the experience as the basis for the formation of trust. Many brands realized that to obtain the trust of more and more difficult for young people, and their brains on how to improve their communication, in order to obtain greater trust. In fact, for young people, no matter how you say, it is just talk. They believe they have experienced, or other young people like themselves experienced. Brands should communicate more young convert direct and indirect experience, emphasized by the experience to communicate the core information. (4) from the sale of goods and to establish habits of many of today's consumer brand loyalty complain too low. In fact, the young people themselves then why do not often complain that they no longer sexual ah. Develop, manage, interest in life, how to help young people are faced with a habit of self-management challenge. This requires the use of the product brand to very low threshold, provide daily of tools to help habits. As a person of interest to develop a brand, one of the best case is that the past two years, Nike contributed to the gradual rise in running cultural groups of young people in China. Nike jogging to foster cultural rather than selling running shoes as the goal, in addition to product, a lot of running through the line activities to provide real experience, cultivate interest groups, mainly in Nike + running tools and tutorials, and gradually allows runners to become Many young people habits. 3, as the relationship between the bond's brand China's urbanization will be carried out for decades. Re-establishing atomized society, interpersonal indifference, various social organizations and relationships, for ordinary people, seeking a sense of belonging, still will be an important topic. \u0026 Ldquo; alone but not lonely \u0026 rdquo; this is already beginning to show after 90 out of the core of longing, will continue for a long time.
For the brand, it should not just stop at the brand communication, but in the form of goods and services, on the one hand guard only after 90, on the other hand to help bond and build relationships. From gift to share: During the holidays, many brands are available as \u0026 ldquo; Gifts \u0026 rdquo; product promotion. However, after 90 more enthusiastic, not in a specific holiday gift as a gift, but in the daily share and promote links, communication and presentation anytime, anywhere. For example, a good friend to buy the same style of clothing. From the perspective of products and services, it may have a greater share of importance. (1) from the large community to community coterie today many more members of each community. Many brands have tried to establish a community, but not many success stories. Sense the presence of 90 expect more and more difficult in the large number of online reach. On the other hand, in a very large community, the individual still feel small \u0026 ldquo; transparent \u0026 rdquo ;. If you want to build brand communities should be provided with a small circle of intimate social mechanism. For new entrants, there is a small organization can join the home; at the same time, through the formation of a fixed daily relationship, sharing the topic, deeper understanding, and daily companionship, caring for each person is feeling. (2) from the line belonging to the intimacy of the past ten years, online community of individual atoms through a network formed by the line, and now social media networks mainstream real relationship is formed, people's relationship to shape, It has entered into the line to break through the critical point. Online already provides to many people identity and belonging, but to provide a sense of intimacy to strengthen the line. Face to face communication, fixed place, regular activities, interaction and experience offline, is to create a brand relationship bonding an important part of the role. (3) from the rebel conflict especially to people in the past alone brand understood that many rebel outrageous social individual is limited, that the young people aspire to express their unique and break the shackles, advertised special.
So many brands maverick emphasized in the communication to encourage young people. But the focus is alone but not lonely, not to anyone to express their own unique irrelevant, incur no sense evaluation, but rather focus on yourself, give yourself to create an undisturbed, without comparison, seriously enjoy private space . A person did not want to obliterate everyone, but it does not mean want outrageous treason. More and more popular among young people about the category and solitude, and enjoy the \u0026 ldquo; one a little later \u0026 rdquo; private status related. For example, put on headphones, find a place cosplay costumes for sale to stay, a person running, reading, etc., are now becoming more popular. (4) from the traditional Thanksgiving tragedy to equality relaxed family entertainment brand has a lot of emphasis on communication in the return of the family, but often unavoidable in tragic Thanksgiving routine. Compared to 90 the previous peers, he did show a stronger attachment to parents.
At the same time, they are more precocious, with the relationship between parents, more equal ease. Brand presented the family, it should be with the times, the emotional expression of a more equal and fun. 4, as a social change in the future of China's brand for a long time, we will face many challenges social issues. On the one hand, CSR (Corporate Social Responsibility) have a greater opportunity to build young consumers emotional link with the brand. On the other hand, traditional corporate CSR projects, very difficult to win their attention. Solve the 90 groups concerned with themselves and their related issues. They believe that to solve the problem of \u0026 ldquo; changer (change-maker) \u0026 rdquo ;, more than traditional philanthropist. (1) from a focus on vulnerable groups to solve problems around the past CSR programs focus on attention to vulnerable groups in society. However, such activities have been hard to attract attention, even more difficult to attract participation. 90 later said, they are more concerned about their energy empathy, problem from the side. Not only care, but also can directly see the results and impact. Brands need to redefine the social issues of current concern 90. Younger ones with their counterparts from around the issue, is today's social problems, which is a new direction of the CSR today. (2) from the transformation of society to transform their CSR projects in the past, most of the external community to address the problem, and with the Company's own operations, unrelated products and services. However, it has rarely been touched by this act of charity 90. 90 believe good shimmer good deeds sustainable. They expect from their own brand products and services from their own business to start daily operations to become a respected brand. Future brand only from their own internal management, corporate culture, production and sales process and other daily aspects of starting to become a tolerant individual, conscious of social influence and communicate realistic brand their daily practice, to be able to get young people love. (This article originally appeared in the '90 Young \u0026 mdash; \u0026 mdash; big time in the small world', edited by the i world network operators, please indicate the source)