After 80, How Do You Do Marketing?

Mode 1: partner marketing: the linkage of Kochi's opinion leaders

Since most of the 80 generation groups have not yet reached the stage of family establishment, they do not have the strong pressure of having small families. Therefore, they are relatively sensitive groups, and are also easily influenced by others. People who have the same characteristics or values will play a more important role in their lives. They will regard their appreciative people as their reference, especially those who have a strong appeal.

The normative role and comparative effect of reference groups affect the consumption mode and motivation of the post-80s generation group, for example, a person with a MMS cell phone is around, so long as the person shows off in front of them, someone will catch up with this trend immediately.

In marketing, to seize the phenomenon of high knowledge and reference group of such groups, enterprises can adopt the way of opinion leaders in marketing. For some fashion products, we can make use of the post-80s group as spokesmen, so that we can pry the young people's market at one stroke, and even let them try as a new product, so that they can take the initiative to pass word of mouth.

At the same time, enterprises can also adopt the way of "partner group marketing", and organize the marketing activities with the mode of inter group interaction, so as to realize the linkage of the whole group.

For example, Red Bull drink, through the TBBA three basketball tournament in Colleges and universities, to strengthen the partnership characteristics of young people, so that young people have a high degree of recognition of the brand of Red Bull.

In 90s, when the Nike company expanded its market for young people, it joined the young people in their love of sports, respect for heroes, strong sense of star pursuit, and they wanted to be highly valued, active in thinking and imaginative in character. They launched the magic weapon of "star attack" and signed with a number of famous sports stars who are famous and popular among young people, such as Jordan, Barkley, Agassi, Cantona and so on. They have become the leading role in Nike's advertising films.

Then, a computer game was specially designed to allow participants to play basketball with Jordan in the game.

In a series of consumers' self imagination and contrast, the communication between Nike and its target market naturally comes into being. Nike's brand image is deeply rooted in the hearts of young people.

Mode two: symbol marketing: deep excavation of popular elements

The post-80s group emphasizes individuality, and individuality is embodied by some avant-garde symbols or carriers. For example, their language expression is different from others'. They are usually more dynamic or even rebellious. They form their own symbol system by pursuing their individuality.

For example, the 80's group often surf the Internet. They form many language systems on the Internet, and create a lot of their own language symbols, such as "cool" and "cool". There are many simplifying network words that are not in accordance with the grammatical rules. They all come from their creation. In addition, when they consume, they will also find products that can match their group symbols.

Some fashionable symbols created by the post-80s generation have been widely disseminated. They are easy to become popular culture and even become white-collar workers. Many enterprises have cleverly used these cultural symbols, such as Chery's self developed and self built vehicle type Chery QQ, which is located in the "young people's first car". It was warmly welcomed by the young group and the biggest wave of domestic car market. The success of Chery QQ is that they combine the concept of car modeling with the QQ chat tool commonly used by young people, which is exactly in line with the group needs of young people.

Jay Chou made use of the 80 Star Group's beloved star, Jay Chou, by integrating the consumption characteristics of young people's texting and their strong self-awareness. Through listening to my advertising appeals, abundant SMS and monthly data and data services, many post-80s young groups believed that the mobile zone was consistent with their special brand created by them, which led to a consumption trend.

Pepsi Cola has become the most popular brand among young people than Coca-Cola. The reason is not that taste, but Pepsi Cola has been spreading a kind of "cool" and "fashionable". Therefore, the young group is more aware of this feeling from the heart, thus driving the consumption of the whole group.

All this shows that if enterprises want to win the preference of the group after 80, we need to vigorously develop some popular language, vocabulary, behavior and psychology of this group, and learn to integrate these elements into product R & D and communication strategies, so as to establish their recognition and trust.

Mode three: sense marketing: the fashion source of IT and hi tech

The most profound feeling of the 80's group's changes in their popular culture is the freshness and wonder brought by high-tech products. The audio-visual technology and communication technology have greatly enriched the material carriers of youth pop culture. They are curious about the latest technology of IT digital, and are willing to pay for it.

In fact, the consumption boom of IT and digital products in recent years has been brought about by these groups. On the one hand, their attention to the appearance and style of the products has given the whole IT digital field more and more importance in industrial design. On the other hand, their functional pursuit of IT and digital products has also lifted the trend of high technology products constantly emerging.

According to the relevant survey, in the IT and digital products owned by the younger group, MMS can take a larger proportion of camera phones, MP3, digital cameras, DV and mobile hard disks.

The Post-80's group attaches great importance to the appearance and style of the products. For example, the proportion of the 80's group accounts for the largest proportion.

On the one hand, the appearance and function orientation of the 80's group shows that the products of the enterprise need to work hard in style and appearance design. For example, the Apple Corp pays great attention to the design of the appearance and color of its products, which makes the iPod music player a great achievement in the group of 18-25 years old. The reason is that the young group thinks that choosing iPod with different colors actually embodies their own personality. Many young people are also very concerned about the color of the matching iPod headphones, because they want to tell others by wearing earphones on their own when they go out, and they carry a iPod with them.

In the long run, if we want to win the market of the Post-80's group, the appearance color of the product will become a powerful weapon to get a good sale in the market when there is not much difference in the internal technology between the manufacturers.

Mode four: Internet marketing: new media for brand communication

The number of Internet users in China is more than 100 million, of which 16.3% of users are under 18 years old, and 37.2% of users are 18-24 years old. Most of them are online every day.

The Post-80's group has reached the stage of perfection in terms of Internet application. From QQ, online BBS, personal websites, online games and MSN to personal blogs, the post-80s group always stands at the forefront of Internet application.

The Internet is not only a very good tool to contact information media, entertainment and information exchange, but also a platform for them to grow to be the smartest and most professional consumers. For example, what new style of mobile phone manufacturers have launched, which technology has DV lack of skills, which has the latest attack dishes, what is the most professional mountaineering equipment?

All of these come from the contribution of this group as the opinion leader on the Internet, while other groups will influence consumption decisions because of these opinions.

Internet marketing is an essential means for the post-80s generation. No matter the marketing of traditional enterprises on the Internet or the innovation of business models of Internet enterprises, we can not ignore the potential of this group.

For example, many of the groups attracted by Taobao network are young people who have just worked for two or three years. Some of them have a shop on the Internet and some even become a "SOHO group" at home.

In the past two years, the popular Internet songs, such as the university study room and the mouse love rice, were first spread through the Internet. The earliest people who sang the songs were those who were born in the 1980s. Now the Internet is not only the first choice for netizens to be the star dream netizens but also become one of the most important propaganda platforms in the recording industry. The major record companies have chosen to popularize their singles on the Internet outside the traditional radio and TV stations. The reason is that Internet marketing can well cut off the young consumer groups.

Among young people, the Internet has surpassed the print media, and television is also the most important source of information in their lives.

Some even call the 15-25 year old young people the "sensory experience generation". They call the 25-35 year old "the image generation" of the customary TV. "The image generation" sees the screen intuitively looking for the remote controller, while the "sensory experience generation" will find where the mouse is.

Mode five: experiential marketing: breaking through routinely and innovating

The post-80s group is very interested in unconventional events in life, and is willing to try new things, and they pay great attention to their inner feelings. They emphasize the real experience of products, and the interest of DIY group, experience activity and trial group is greater than that of any group.

On the one hand, the desire for experience shows the characteristics of 80's group's willingness to innovate, and also shows that they pay more attention to the process of consumption.

For enterprises, to win the favor of these groups, we need to create opportunities for them to experience. Strengthening experience marketing can make the 80's group a good group of word of mouth communication.

For example, in the digital field, SONY is the first to establish brand experience shop. SONY DreamWorks enables young people to enjoy the unusual audio-visual enjoyment, thus greatly stimulating their desire to buy, so that SONY can win the love of young people in digital products.

And now many home products, crafts DIY design is also very popular with young groups.

Mode six: style marketing: simple and simple.

The Post-80's group is often regarded as a "complex" group by the previous generation. Therefore, many enterprises also believe that this group likes complexity or multiple styles, but many marketing practices prove that the group actually uses many symbols to publicize itself, but the pursuit of the style of the product is not complicated.

This has created many marketing people's perception of young people's differences. The more fancy they are, the better their proportion in the post-80s generation is.

Since 80's group has a lot of cutting-edge fashion and popular information, they have their own opinions on various popular styles and designs, but generally speaking, their tendency to advocate life and freedom makes them more concise in choosing products.

In a 18-25 year old study, when asked about the design of home style in the future, most youngsters talked about simplicity, complexity, and not too many things.

For example, the popularity of IKEA furniture in the post-80s generation and T-shirt jeans have been popular among the post-80s generation is a typical reflection of this consumption pattern.

Young people are not surprised by the fashionable styles, weird and exaggerated rules of fashion, which will make them feel some "aesthetic fatigue". The traditional nostalgia style will make young people feel natural and deep cultural atmosphere, which of course will become their new favorite.

Mode seven: entertainment marketing: creating a new entertainment era

With the quickening pace of life, entertainment has become a rare luxury for many people. But for the post-80s generation, this is an important part of their lives, and the tendency of entertainment on consumption is also more prominent.

According to a study, "play" is the main body of the post-80s young people's amateur life. "Play" costs more than 1/3 of their daily consumption.

What is more noteworthy is that for the post-80s generation, playing games is not a strong point. They can play to make themselves different. They do not want to spend most of their time in fighting and rolling in the workplace like their parents or the two generation of young people. They defend their personal time and space. They work hard and play hard, and their work is also fun.

The entertainment form of the post-80s generation brings entertainment marketing. All kinds of novelty water bar, cafe, disco, karaoke hall, jewelry store and so on are all the preferences of the post-80s group. The rise of online games and lively carnivals, just like those of the post-80s generation, is just the same.

For enterprises, there is a need for entertainment marketing in the post-80s group. There should be entertainment concepts in product design, terminal scenarios and advertising appeals. The main participants and audience of Super Girls are 80s people. They can feedback to the media through SMS and Internet, with strong interactivity and high enthusiasm among spectators.

Unlike previous singing competitions, the audience has the right to speak at the scene. Their speeches directly affect the outcome of the competition, and the actual role of the judges is not large.

These fully catered to the aspirations of the 80s.

Hunan satellite TV and Mengniu yoghurt have won the market of people in 80s. This is the successful representative of the new entertainment era.

Mode eight: sub culture marketing: market segmentation to promote new business opportunities.

Due to the immaturity of the mind and the stage of intense knowledge and understanding of the society, the post-80s generation formed their differentiation within the group and became their own small circle culture, which became the sub culture of the post-80s generation.

The popular culture of the post-80s generation includes the petty bourgeoisie, the SOHO family, the BOBO group, the capsule family and the network family. These groups have their outstanding personalities and characteristics, but also have different pursuits and tastes.

The inspiration that these bring to marketing is that the younger group is, the more market segmentation is needed. Otherwise, many products are difficult to establish the correspondence and penetration ability of the group.

For example, the post-80s group pursued elegant, refined, comfortable, gentrification and unconventional petty bourgeoisie, which led to the vigorous development of popular culture such as bar, fitness and beauty.

And the fashion young people give up the iron rice bowls that others envy. After graduating from University, they start their own businesses and start companies, and integrate leisure and office. The SOHO (SmallOffice, HomeOffice) family, which is both casual and flexible, brings business opportunities to new office concepts and online shopping. Pan Shiyi's "Jian Wai SOHO" uses this concept.

In response to the needs of different groups, the "mobile zone" subdivides young people aged 15 to 25 into "free student groups", "young playful people" and "fashion white-collar workers", and designs various data services and tariff packages such as "student package", "entertainment package" and "fashion office package".

On the whole, the post-80s group has their own ideas, and is eager to stimulate and challenge their lives. They work harder and live happier lives. To carry out a strong marketing campaign for the post-80s generation, we must thoroughly understand the consumption culture of this group and take a variety of marketing elements to win.