Author: in Angola, Chiron, Kankan, Head Figure from: Vision China

Young people are an eternal topic in mass brand marketing. How to capture the hearts of young people is always an important issue for brands. However, in the interactive communication between brands and young people today, marketing rollovers occur frequently, and some of them are large brands.

Chinese “Generation Z” (Editor ’s Note: Generation Z is a popular term in the United States and Europe, meaning people born between 1995 and 2009, generally also (Referring to a generation that is greatly influenced by the Internet) Compared with young people in the past, young people of this year have distinctive characteristics: they love expression, have personality, and are not satisfied …

As a generation who grew up entirely on the Internet, their characteristics are like a double-edged sword: they are consumers, communicators and even participants for brands that have appetite for them; they do n’t care for brands that have appetite for them Parents and even older brothers and sisters have their own choices and judgments about how they like them. In addition to consumers, the newly-launched Z-era stars are not so obedient.

Traditional marketing routines are failing. The reason is that this young man is too “difficult”.

First, you must set out to young people

What are young people? Young people have always been opportunities and trends.

Under the wave of China’s consumption upgrade, many well-known brands began to gradually rejuvenate the brand from 2015 to 2019 to match the young people’s consumer aesthetics. “National tide” has also become a hot topic online. In the early years, Li Ning, who had been overturned due to the rejuvenation of the brand, also became a major iconic case of brand rejuvenation today due to its “national tide” transformation.

We no longer have to doubt the consumption power and communication power of young people this time. For brands, The young people who are willing to spread and share are not only consumers of the brand, but also the creators of the brand. From the rhetoric of young people like “awsl” to the breaking of emerging cultures like “blind boxes”, “tide shoes”, and “hanfu”, young people are now dominating the mass online culture and standing on the mainstream of the Internet On the stage, it has also become an important pillar of the current consumer market and a crowd that brands must compete for.