Brand Marketing: How To Move The Huge Market Of Post-80S Consumers

From the marketing point of view, the "80 generation", known as the 90 million person's huge consumer group, will bring unprecedented opportunities for brand growth, and at the same time, it will face strong challenges.

The new life attitude and consumption psychology of Post-80's and the wealth they control will stimulate and burst new consumption demand and huge purchasing power.

After 80 years of age, although they are obsessed with their idols, they hardly have any brand belief.

In their eyes, there are only two kinds of brands: "I like" and "I don't like".

For those already famous brands, the "post-80s" are unjustifiable.

Obviously, if we want to completely capture the "post-80s" consumers, it is far from enough to rely solely on the original brand accumulation. Brand marketing must really change at the core of the "post-80s".

The first move for brands to change their faces: Siege life style

Tip: the way of life that surrounds the "post-80s" life with all their strength, appears in the place or context of their frequent occurrence, so that the "post-80s" can be seen and accessible.

A higher level is that the brand can also be bundled by the way of joint marketing and the brand that has made the "80's" form a certain dependence in life, and then be further marketing in order to form the brand of the brand in its own product or dissemination, thereby creating a burst of brand marketing.

Case: Pepsi Cola has become the "new generation choice". How does Coca-Cola fight for the younger generation of consumers?

Coca-Cola has discovered that online games have become a deep-rooted way of life for post-80s generation.

It is precisely based on this insight that Coca-Cola launched a marketing offensive against "post-80s" in the form of a forerunner, joining hands with Blizzard Entertainment and World of Warcraft in ninth cities.

Last June, tens of thousands of young people gathered at the New International Expo Center in Shanghai to experience Coca-Cola's Carnival Party.

After that, Coca-Cola launched a two month marketing campaign which has been launched in more than 50 cities across the country.

A series of marketing changes make Coca-Cola successful in the market.

Second faces of brand change: giving consumption privileges

Tip: it takes a lot of courage to implement this brand.

Specially set up a special zone for the "post-80s", giving it exclusive consumption privileges, so that the Post-80's experience is respected.

Of course, if the consumption privilege is only limited to the product function level, the effect is extremely limited.

The brand needs to rise to all levels of the marketing system, so that there is an exclusive sense of honor and satisfaction everywhere.

As a result, they will vote with a surge of purchasing power for the brand.

Case: China Mobile's "dynamic zone" business aimed at targeting the "post-80s" at the very beginning.

In view of the characteristics of this consumer group, the "dynamic zone" has established the brand positioning of "fashion, fun and exploration".

China Mobile gave the "dynamic zone" consumers a lot of privileges with their little courage. This user group was deliberately and honorably spread to "I am M-ZONE".

The peak performance is the popularity of King Jay Chou's "incomparable" Beijing concert, all the votes are exclusively owned by M-ZONE people.

The face of China Mobile has made the "dynamic zone" an extraordinary success. It has easily owned tens of millions of users in just two years.

The third move of brand change: spread publicity

Tip: as long as the purpose of the brand is to conquer the "post-80s" consumers, the core of their communication must be to publicize their individuality and highlight themselves.

This is a kind of spiritual agreement. If we fail to do this, it is very hard for "80 generation" to have a preference for brand formation, let alone any loyalty.

Of course, this kind of self assertion is based on the deep understanding of the true understanding of "post-80s". If we blindly flatter and do not have any "technical content", we may end up with the opposite effect.

Case: Lining basketball shoes TOPGUN series launched two new shoes, named flying wings, eagle claw.

In order to match the product strategy, Lining made the TV advertisement frog chapter specially.

This humorous frog chapter has just been broadcast, and it has attracted a lot of applause from the target audience.

Brand change fourth strokes: Idol strong pull

Tip: Although the "80's" brand belief is relatively weak, but the group's obsession with idols is surprising enough.

And the brand also finds an effective way to gather the "post-80s", that is, the strong influence of the idol's personal influence.

On the surface, this seems to be no different from the ordinary brand looking for spokesmen, but we need to point out that it is not so easy to find an idol with a large number of "post-80s" Fans.

In fact, there are bubbles in the idols. Most of them are "likeness". In fact, they are not supported by the "post-80s".

More importantly, you need not only the ability to find, but also the speed of decision making.

Time waits for no one. Once the competitors are in the front, you can only look at the scarce resources being taken away, and watch others create brand wonders.

Case: Although Shenzhou computer has always been disdainful of the mainstream brand electronic business, Shenzhou has broken the psychological line of consumers' computer prices again and again to win the market.

In 2005, Shenzhou computer signed Li Yuchun with 24 hours of lightning speed.

The reason for signing the contract is that Shenzhou computer has seen the huge "corn group" behind Li Yuchun's "80 generation".

It is not a change.

Although it has become the general trend of brand marketing to change the "post-80s" brand, we still need to point out that the capture of "post-80s" is not a change.

First of all, the seemingly unitary consumption tribes of "post-80s" show more and more hierarchical and ladder like characteristics.

Now, the "80's" target group is no longer an integral whole. For example, the two yuan system of urban and rural areas in China has resulted in an obvious gap between the "post-80s" and the "post-80s" in rural areas. For example, the development of regional economy is different, such as the "post-80s" of Nancheng in Beijing and the "post-80s" of Beijing's North City.

Nowadays, 80's have emerged such as Liu Xiang's elite group, the confused generation of the workplace, the youth campus students and the unemployed in confusion.

These different levels of "post-80" lifestyle and consumption patterns are far from each other, which requires brands to subdivide the target group and carry out targeted brand changes.

Another important factor that affects the brand's "changing the spirit" is that the situation of each brand is different, and whether the industry is different is whether it is necessary to change for the Post-80's and whether the ways and means to change are appropriate.

For example, the traditional technology of some old brands seems to be debatable for the post-80s generation, because all the value of an old brand lies in its tradition and details.

And how to change the "post-80s" needs to be carefully considered.