Engaged in the consulting industry has come into contact with many companies, a mouth, hh, etc. Today, we Leaving aside the rights and wrongs of this view, but we may have overlooked another rapidly growing, consumer groups have remarkable potential. They represent a new generation of Chinese consumer outlook, a new consumer power . In a sense, perhaps they will decide the fate of advertising and business.
concerned about attention of consumer tribes
the traditional Chinese growth model, but also to Several authors first developed as a distinctive group.
2005 年 Super Girl in a vigorous, not only helped popularize the unprecedented speed of Li Yuchun, Zhou Bi Chang,UGG bailey button, Jane Zhang and a number of 80 stars, leaving the young The group became the focus of the whole society.
not the same after 80, according to young family to the workplace. As China's differences.
Now, after 80 has moved from campus to community, to join the work force. by control of some different ways of wealth, their consumption is much higher than the existing freedom of social scale. (80 of Consumer View of Freedom: consumer freedom, today spend money today, dare to spend tomorrow's money.) United States and China, Granny Granny contrast life story is often used to refute their view of the older consumer. In their view, life ground thrifty thrift, ; nothing came to enjoy the old . In their eyes, all the brands are only two: what do they think, if against, that he can not appreciate; focus on feelings and how to wear with my mind; any time in his speech with ; my site I decide!
look at China today, in all areas of the , all stars flash Yi, 80 are willing to group them as a symbol of their own in the consumer line to them as much as possible. Despite the older generation's eyes, even after 80 immature, but they have not kids, more unwilling to be assessed on the consumer level laggards, they prefer to walk in front of consumer trends, because they are not afraid, they have enough capital of the young and adventurous.
obvious, -profile consumer tribes, his / her new attitude towards life and consumer psychology, and the wealth they control, will stimulate, generate new consumer demand and huge purchasing power. With the lapse of time, after 80 am China will soon become a car, house consumer force, he / she has the letter as a potential future consumption growth.
real estate to the In 2005, the marketing, Super Girl look. As Wang himself has said, in the original conception, this generation of young people, most of them only one child, in the past they often felt more negative, as too self, fragile, lack of accountability, etc. . With the do not seriously study the new customer groups, you can not view a more equitable to communicate with them, they can not adapt to the era of new customers!
super woman is the marketing success of the first success of Mengniu, Hunan Satellite TV is This is true. through marketing, 80 hh after the election of new marketing model, so that more entrepreneurs will be their eyes on them, the success of Super Girl marketing, we should say just a prelude.
80 after the elite, is lost, was the You have to change for them, but not a change to spirit. like be good love not, circle. This means that traffic surge, they need to maintain 150 km / h average speed. made the shocking move, and is reputed in the capital of the Analysis is the protagonist of this article mm Beginning in the Han, Guo was born in the 20th century, and several other 80's idol. They became famous overnight, to subvert the traditional Chinese growth model, but also to implementation of the one-child policy, so a large community, covering all from the school to the workplace young family. their distinctive, independent, and their way of life not only completely different from their fathers, even with the > Obviously, assessment, they are even considered to be the Chinese version of the After 80 rotate around their heart, such as the hothouse flowers are carefully protected. in the 80's inherent cultural soil in the presence of positive and optimistic state of their parents so that they at the outset by the family and away from the suffering of the shield. constantly economic and social development, in an increasingly improved quality of life, the doting parents make them drink Coke, yogurt generation grew up. And with a drink of this generation is fed psychological vulnerability, solipsism generation of the more obvious features.
We should be wary of some of the deep groove looked at each other marked with the stigma of the times. similar criticism of the earlier generation also fell on the head, but this does not prevent them to become the backbone of social development.
brands mm and change for me from a marketing perspective
Look, consumer psychology, and the wealth they control, will stimulate consumer demand and generate new enormous purchasing power. This is not only directly spawned some of the rapid rise of new industries, such as MP3, online games, ring tones, etc., but also allow some of the brand gained further success.
compared with the obsession on Idol, and After more to the ; 80 We have a very active life performance. is not only a lot of fast moving consumer goods, telecommunications, automotive and other industries of the brand, always spare no efforts to seek their own changes in order to capture technical companies also face unexpected intensity of playing. such as Cisco network equipment manufacturers (Cisco), in its latest in a series of print ads to blend the popular ; cool cool scene over Ferrari team so as to attract favor, however, how effectively the very good results, it is those who aim at the point of view, with like the brand Post-Marketing turned To go all out to surround the lives of 80 to the power of the network must not ignore. Realistic and networks through the dual channel, high-frequency appear in their place or context related to the vast momentum appeared to form Heaven (virtual network), underground (real world) the posture of the siege, so ;
when the Pepsi label themselves as , together with the ninth city Blizzard Entertainment's together immediately Shanghai Shanda's Post-Marketing turned The gather to find a It is important to point out that to have to find a large number of ; 80, after with scarce resources being taken away, sit back and watch other people create the brand miracle.
reference case: Shenzhou computer, SWACH watch: Our phase is the hours of lightning speed and signed a super-popular winner Li Yuchun, the responsible person admitted signing Li Yuchun, precisely because of the Shenzhou fancy . .
this case, the speed of the computer called the highlight of Shenzhou. because compared with the Shenzhou computer.
3, to be the lonely side, they are more eager to communicate hope to gain recognition, support and care. implementation of the tricks of the brand, the need for considerable strength and courage. specifically for the Some consumer privileges, so that level, so that ; M-ZONE Family a M-ZONE person zone brand's purpose is to conquer the the formation of brand preferences is difficult, let alone have any loyalty at all. Of course, this self-publicity, is based on claws. In line with product strategy, Li Ning has produced a TV ad, chapter, guy next to answer the questions;
Then it stuck in your favorite girl on the road must pass through,
to wave to arouse attention, but still get disappointed;
Finally, it jumped into a white fashion basketball shoes,UGGs,
Suddenly, the frog into a brave boy, unbeatable on the court,
girls greeted with jubilation;
Finally, focus on the screen fixed in the glare of basketball shoes,
a Advertisement flashed:
changed to spirit.
First of all, after The industry is different, is not required for the 80
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