China's "post-80s" and "post-90s" people are bathing in the spring breeze of reform and opening up, new human beings with globalization and the growth of the Internet. They have new values, ways of thinking, life concepts and consumption patterns, and are the future society. The dominant player in the mainstream and consumer markets. To win this group, companies need to study their consumption characteristics in depth and adopt a new marketing strategy.
New media marketing
"80s" and "90s" live in the Internet age, are close to the network, are very familiar with the new media based on the network, rely on strong online, and are keen on online shopping; the network is their main entertainment and information exchange tool. The more important and convenient sources of information are more savvy and more professional consumer platforms. Everyone often discusses the consumption trends, exchanges shopping and using their experiences, and uses the vast amount of information provided by the network to make purchasing decisions. At the same time, they are also a Relatively sensible groups, consumption patterns are easily influenced by others, and new media marketing is conducive to widely disseminating product information and stimulating their purchasing behavior.
Enterprises use new media such as the Internet to carry out marketing activities. They should be good at using the interactive communication of new media to enhance brand awareness and reputation, and make full use of professional websites, personal websites, BBS, online games, MSN, blogs, QQ groups, SMS platforms and audio and audio. Video and other forms of animation combined to widely disseminate commodity information, but also to play the role of the spokesperson and the appeal of important reference groups to guide the "post-80s" and "post-90s" consumption methods, but also to focus on training "post-80s" and " After 90s, their opinion leaders quickly replicated and disseminated marketing information and stimulated purchases through their word-of-mouth publicity and “viral marketing†effects and the interaction of information exchanges among peers. For example, Nike specially designed a computer game, allowing participants to play basketball with the ball king Jordan in the game, so that Nike's brand image is deeply embedded in the hearts of young consumers. Chery QQ, which is located in the "front car of young people", skillfully combines the concept of the car with the online chat tool QQ, which is commonly used by young people, to achieve great success.
Experiential marketing
The "post-80s" and "post-90s" consumption concepts are bold and forward-looking, innovative, advocating new and unique consumption, like to try new things, and have the ability to accept new things. They are interested in unconventional events in life and have a desire for experience. They have established their own financial management concepts, the direction of consumption is clear, the ability to control consumption is strong, not blindly comparing, not blindly following the trend, interested in trial marketing, DIY and other experiential marketing activities, willing to go and try And experience consumption; their criteria for choosing a product or brand is not based on a rational perception of “good†or “badâ€, but rather a sentimental emotional attitude based on “likes†or “dislikesâ€, focusing on the process of consumption. Feeling and inner feelings, emphasizing the true experience of using products, pursuing the consistency of products or services with their own emotional experience, experiential marketing is conducive to stimulating their desire to buy, stimulate consumption, and guide consumption.
Experiential marketing with the goal of “post-80s†and “post-90s†focuses on their life and context, and builds brands, trademarks, slogans and overall imagery to highlight the implications of communication products and brands. Their sensory experience and thinking identity, mobilizing the unique values ​​of their inner emotions and emotions, such as the display of identity or class symbol, beauty feelings, fashion and pioneer, cool enough to show off fun, fashion or fashion, etc., to capture The attention of the new generation of consumers. For example, SONY is the first to establish a brand experience store, set up SONY DreamWorks, and provide young consumers with uncommon audio-visual enjoyment, which greatly stimulated their desire to purchase. SONY's digital products have also won widespread love.
Personalized marketing
“80s†and “post-90s†consumers have unique ways of thinking and self-contained values. They have their own opinions and choices, forming independent and self-characteristic characteristics, advocating individuality, dare to advertise themselves, and are willing to pursue themselves. I like things, like to buy products with unique styles and personalities, and continue to need new things to dress up to highlight the difference, showing avant-garde, personality, trendy consumer behavior; their awareness of the brand Higher, pay attention to the brand but not blindly pursue the brand, pay attention to the match between the brand and its own personality, and do not exclude domestic brands, as long as the tide is enough to have its own taste, it is happy to buy.
Personalized marketing helps meet their psychological needs and fosters brand preferences and brand loyalty.
For the "post-80s" and "post-90s" personalized marketing, we should dig deeper into their consumption characteristics and individualized elements, and closely integrate these personalized elements with the company's brand appeal and product development, and strongly shape the products and brands. Personalized characteristics, creating a spiritual fit and spiritual resonance with young consumers. Promotional communication focuses on promoting individuality and self-expression, and focuses on cultivating their brand preferences and brand loyalty. For example, China Mobile's “M-Zone†caters to the personalized consumption characteristics of young people and the characteristics of love texting, and launched the “Value-for-money SMS Package†business; the English names of “M-ZONE†and “M-ZONE†sound more fashionable. Using Jay Chou as the image spokesperson, Jay Chou's personality and coolness are highly consistent with his brand expression; the advertising appeal of "My Site is my master" is greatly satisfying their psychological desire for freedom, and their own psychological needs, so they won " After 80" and "90" favored. Annasu, Fancl, Biotherm and other international brand cosmetics also use personalized marketing to please the "post-80s" and "post-90s" consumers. It not only introduces products suitable for the skin of young girls, but also for their favorite fancy psychology, making a fuss about product packaging and name, designing doll perfume, eye shadow box with roses, etc., and the counter layout also uses purple velvet, all Other elements such as black pattern counters.
Exhibition Carpet,Area Rug,Carpet Tile
Silk Carpet Co., Ltd. , http://www.nssilkcarpet.com