After 80, The Main Consumer Group &Nbsp; &Nbsp; Fuzhou Shopping Malls Marketing "To Please".

Core tips:

According to QQ, 300 yuan cash coupons are sent to the store. Micro-blog is not only a promotional message, but also an independent woman must watch movies and other interaction; the background music of the mall has changed from the elegant light music to the Japanese animation style.

Department stores

Questionnaire investigation

After 80 replace 70 become the main force

After 80 is no longer the pronoun of big children. Many of them have become parents. Just like their life pformation, they are gradually entering the main consumer group of department stores.

Fuzhou Tianhong Department made a questionnaire survey to 389 consumers a few months ago. In the proportion of consumers' age, 70 accounted for 36.18%, 1980 to 1984 accounted for 34.42%, 1985 to 1992 accounted for 16.33%.

After 80, it has taken up the largest share.

Tianhong Department Store senior told reporters that the two trends are obvious: first, the proportion of post-80s consumption is increasing year by year; two, the proportion of female consumption is increasing year by year.

The senior executive frankly stated that the department stores are no longer as simple as before. What they think and what they like after 80 is a new topic in many department stores.

Department store marketing

QQ and micro-blog took turns.

QQ and micro-blog are the two most popular online social networking modes at the moment.

During the interview, the reporter learned that QQ marketing and micro-blog marketing have been put on the table of Fuzhou department stores this year.

Ocean department store, which has three stores in Fuzhou, set up micro-blog in April this year, issuing some preferential information and various brand activities in micro-blog.

In over 300 micro-blog, micro-blog has been forwarded by many fans, and micro-blog's communication ability is obvious.

Not only promotional information, but also independent women must watch movies and so on.

Tianhong Department Store is the first department store that introduced QQ promotion in Fuzhou. At the end of August, it joined hands with Tencent QQ to receive a 300 yuan cash coupon free of charge from QQ. That weekend became an exclusive activity for QQ members.

What do you love after 80?

Tianhong Department store also introduced the concept of "spike" to Fuzhou department store. In fact, spike is just an upgraded version of time limit. However, the difference in terms has greatly narrowed the distance from consumers.

It is not only the case that the post-80s consumers have changed their knowledge of shopping malls. In the past, the department stores full of elegant music and light music were no longer single, but the Japanese animation style was also blowing slowly. Japanese animation master Hayao Miyazaki's movie soundtrack, such as "sky city", made Post-80's anime fans feel good about department stores.

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Expert opinion

It's very important to play well.

The growing popularity of luxury consumer groups is also amazing. The main consumer is 25~45 years old middle-aged and young people.

A person who has taken the high-end line of the East hundred group store has told reporters that a less than two generation of post-80s generation spent less than an hour in the luxury department store, consuming about seven hundred thousand yuan.

In addition to the credit card, the rich two generation still carries hundreds of thousands of yuan in cash.

Not only that, according to the introduction, nowadays, post-80s small white-collar workers often reward themselves with luxuries. For them, thousands of thousands of luxuries are no longer far away.

An indisputable fact is that the post-80s generation has begun to show amazing consumption power. Even the most famous department store in Fuzhou East hundred East Street shops, leisure series of tide card is also increasing. Recently, some luxury brands or sub brands have been introduced. The price is not low, but the location is even more small. The target customers are young fashion people.

The operators were worried about the tide selling, but later found that the consumption power of young customers was much higher than expected.

Chen Zhangwang, a professor at the school of management at Fuzhou University, who has long been concerned about business, looks at home. The current domestic situation is that after 70, customers have a higher sense of identity for luxury goods.

Compared to the post 70, the 80's prefer online shopping. They will experience the fitness of clothing shoes and hats in the physical store, write down the prices, and then go online to clean up the cheaper styles.

After 80, they are more keen on QQ and micro-blog, which is part of their lifestyle.

All of these should arouse the attention of department stores. We should be good at using the language and behavior of 80's customary to "do what they like" and pay attention to the experience of personalization and fashion.