Editor’s note: This article is from WeChat public account ” when interest “(ID: SocialTouchST) , author: Ann in Chiron, Kankan.
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.
Compared with the young people in the past, the young people of this era in China ’s Z era have distinctive characteristics: they love expression, personality, and dissatisfaction … As a generation who grew up entirely on the Internet, their characteristics are like a double edge Jian: They are consumers, communicators, and even participants of the brands that have appetite for them; they do n’t treat the brands that have appetite for them, and they will have their own choices and judgments regardless of how their parents or even brothers and sisters have liked 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 year’s young people are too “difficult”.
You must go to young people. What are young people? Young people are always 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 do n’t have to doubt the consumption power and communication power of young people this time. For the brand, these young people who are willing to spread and share are not only the consumers of the brand, but also the creators of the brand. From the rhetoric of young people like “awsl” to the breakout of emerging cultures like “blind boxes”, “tide shoes”, and “hanfu”, young people