How Does Mass Marketing Occupy Young Consumer Groups?

They will be the largest, richest and most persistent generation of consumers in China and the world. Whoever wins their favor will have the future.

Moderator: with the continuous development of China's economy, the market economy system has gradually improved and matured.

Large scale production has evolved from the past to meet the needs of mass market, and has gradually evolved to the sub marketing stage of different groups, gender and age. Most of the consumer goods have entered the buyer's market.

The continuous segmentation of the Chinese market has made more and more consumer groups with typical market value excavated.

Children, young people, new rich people, college students...

The young consumer groups made up of these people are getting more and more attention.

New force leading consumption

The sub marketing mode is now being recognized by some enterprises. Many enterprises are paying attention to the young consumer groups. Why does this happen?

Li Guangdou: each group has unique and distinct consumption characteristics and behaviors. The potential market value and uniqueness of young consumer groups, especially those aged between 17 and 23, can be regarded as the best target group to cultivate brand consumption and brand loyalty.

From 1998 to 2005, the total number of Chinese university students has increased from 1 million 80 thousand to nearly 20 million.

The arrival of mass education has brought about a surge in the number of university students in twenty-first Century.

Moreover, the awareness of College Students' self-reliance has been constantly enhanced, and the pursuit of economic independence and independent consumption consciousness has formed the typical characteristics of university students in twenty-first Century: my consumption, I decide.

The consumption desire of college students in twenty-first Century is active and intense. Even though students' status restricts their ability to consume, they still try their best to choose products and brands according to their own preferences.

The brand preference of university students can be embodied in the concentration of products in the market.

Tea drinks 73.6%, mobile phones 67.5%, laptop 63%, sports shoes 58.8%, digital cameras 57.9%, casual wear 38.6%......

More and more college students are on the road of spontaneous struggle. This independence is reflected not only in their attitudes towards life and values, but also in their lifestyles and consumption habits.

Driven by a strong desire for consumption, college students are actively using scholarships, part-time jobs inside and outside schools, and self starting businesses to seek income growth. 10.48% of college students have the consumption consciousness of borrowing.

Therefore, we can say that as the main body of young consumer groups, college students can become a fresh force in brand consumption.

So, this kind of sub marketing mode aimed at young consumer groups will receive more and more attention.

He Hongbo: Yes, young consumer groups are gradually leading the consumption of Chinese clothing brands.

This is also determined by the reality of our country.

The Research Report on Contemporary China's social stratum structure points out that the middle class will be a backbone of China's modern social structure.

The traditional middle class, some cadre intellectuals, private entrepreneurs, and highly paid technical talents constitute the middle class in China, and the trend of their age is younger.

The middle class group generally has strong economic strength and strong brand awareness. Once they love a brand, they will have strong brand loyalty and will not change easily.

This consumer group also includes some parents who have children. They also pay much attention to their children's clothing, so they can not ignore the consumer market of children's clothing.

Therefore, the sub marketing mode is aimed at the development trend of social consumption for young consumer groups, and is also an inevitable choice for brand marketing.

Brand is rooted in our hearts.

Moderator: in fact, if you want to really attract the attention of young consumer groups, it is not easy. They tend to be independent and have strong personality. It is very important for them to communicate well with them. This may affect the status of brands in their minds and thus have a great impact on sales.

Is there any better way to do that?

Li Guangdou: for college students, their favorite pioneer brands are basically with youthful vigor and jumping factors. When moving Adidas and Nike into the Chinese market, they focus on the psychological and behavioral patterns of college students. In brand building and communication, they pay great attention to the psychological needs of college students and their emotional resonance, and cooperate with effective integrated marketing activities to cultivate brand preference and recognition, and at the spiritual level, they focus on mobilizing their passion for sports.

As an internationally famous sports brand, Adidas and Nike show their brand essence. Brand image spokesmen are internationally renowned athletes. They aim to win the unanimous recognition and admiration of the students' ideas and spirits advocated by the brand, and then achieve the brand preference and the continuous sale of the final products.

Another form is embodied in experiential marketing. In the relatively closed environment such as campus, the most widely publicizing campaign, such as naming competition, is launched.

Such as basketball challenge, singing competition and so on.

In this way, it not only mobilizes the enthusiasm of young people and youth, but also makes the brand image and the student group "close" emotional contact, so that it is rooted in the heart of the consumer and cultivate the brand's good sense.

He Hongbo: for some young white-collar workers, they can also organize such activities as brand VIP membership activities, because these white-collar workers have high requirements for brand awareness and other aspects, and their pursuit of life and emotional appeals are also what they pursue.

Such activities can enhance their awareness, goodwill and loyalty to the brand, and they can also produce propaganda effect from mouth to mouth in their life and work circles, thereby indirectly enhancing brand awareness.

Do enough detail

Moderator: so, for clothing brands, how can we better occupy young consumer groups?

What details should we pay attention to in the course of operation?

Li Guangdou: first of all, the brand must have its own personality, and it can not be stereotyped.

As a group of young consumers, they have strong personality traits.

For example, ONLY, Ji Houfeng, lady house and other clothing brands are full of personality.

Only in this way can we occupy the hearts of young consumers.

Secondly, the brand must have a certain reputation, because young people tend to have more pursuit of brands than other age groups, and brand names are their first choice.

Another point is to cultivate brand loyalty and innovate.

Because young people are very receptive to new things. If this is not done well, it is easy to lose this part of the consumer.

Only by understanding the unique needs of young people and continuously creating new demands to satisfy their "desire for boundless hearts" can the brand be firmly rooted in their hearts.

He Hongbo: price factors are also crucial.

If the target sale is aimed at the students and the general wage earners, the price of clothing will not be too high, and it will be more suitable within 300 yuan or less. After all, they have not such high consumption ability.

If the price of white-collar workers can be set a little higher, it also reflects their economic strength from the side.

In addition, the style must be novel and follow the fashion trend. Young people are all in pursuit of fashion. So we must pay attention to the best style design that can be integrated with international fashion to meet the fashion demand of young consumer groups.

At the same time, we should pay great attention to publicity, especially advertising. Too popular or too popular advertising can not attract them. Lining's advertisements are more internationalized and fashionable. This is worth learning from.

Finally, we should pay attention to international brand learning, although local brands have strong channel advantages and cost advantages, they are obviously weaker in brand building.

International brands have mature brand operation and management experience, cooperate with scientific and effective marketing strategy and effective execution, so that brand image and actual perception can be unified, and the image of brand must be deeply implemented.

We must not let our young consumers who are struggling to accumulate because of their own shortcomings, give up your choice because of their own economic capabilities, and choose other international brands.