The Perceptual Consumption, The Mass Consumption And The Entertainment Consumption Of New Consumerism

Metersbonwe is entertainment.

Let them understand the pleasure of consumption in entertainment.

In fact, after 80's consumption proposition gradually changed from "survival type" to "enjoyment and development type".

After 80, the family environment is relatively rich, childhood free will, life encourages their entertainment mentality.

Coincides with the rapid development of China's entertainment industry, toys and entertainment products have branded their hearts.

After they came to the society, the stage was no longer just a star. They could broadcast their movies through podcasts.

Columns are not just patents of experts. They can publish their views through blogs.

Compared to the "materialized consumption" of 70 who had the money to buy a house, the 1980s emphasized "sensual consumption", buying CD, surfing the Internet, interactive games, traveling, gathering, fitness and so on.

It is typical of them to have fun and enjoy life and pursue a happy life.

Data show that most of the 80's spend about 18% of their monthly income on leisure and entertainment, and 20% spend on traveling. The pportation expenses for these expenses account for about 16%.

According to the twenty-first Century Research Report on consumption and lifestyle of college students in China, 60% of people owned mobile phones, 27% owned personal computers, and Nike and Adidas had more than 10% of the market share.

"From their late night KTV dancing, we can see that they love entertainment," they shouted from the entertainment shows.

Li Guangdou, a famous strategist, said: "after 90, I hate to preach, hate dogma, and hate being serious."

In fact, for the post-80s and 90s, if they integrate the brand concept into entertainment, give them visual, auditory, touch, taste and sense of smell, they will be able to appreciate the pleasure of consumption in entertainment.

For example, Nike designed a computer game to allow participants to play basketball with Jordan in the game.

In the "strong dance" game, players can dress up with Metersbonwe's virtual costume.

With the hot 3D movie, Armani Exchange 3D ads are attached to magazines, magazines and other media, and will also be presented with 3D glasses.

When consumers watch "Iron Man 2" in the movie theater, people enjoy the Semir ads with movie flowers.

In fact, at the official Premiere of Iron Man 2,

Alfonso Fries was very excited when he turned the original superhero style into a ready-made series.

After the cooperation, "Semir produces a series of related costumes, inspired by black spiders and Tony Stark's clothing", Semir hopes to extend the movie costumes to clothing design.

Starting in April 2009, Metersbonwe opened Transformers area in more than 2000 stores nationwide, launched Transformers animation products and sold them in the market.

This is from the Transformers 2 movie.

According to the introduction, there are two more obvious embedded lenses: roadside "Meters/bonwe Metersbonwe" billboards, and "Meters/bonwe not taking the unusual road" body advertisement.

There are 3 other commercials.

This time, Metersbonwe's advertising is not only Metersbonwe, but by embedding Chinese advertisements, it will attract consumers who were originally Metersbonwe and enter the movie theater.

Inspired by the hot selling of Transformers animated products, Metersbonwe began a cartoon tour.

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Metersbonwe apparel launched a cartoon series T-shirt product MTEE last year.

One of the T-shirts, the positive printing pattern was Sun Wukong holding the land, and Sun Wukong wore a red scarf. Her arm was also attached to the young pioneer team leader "three bars", which was written in English, "YOUNG PIONEER IS MY NAME".

"Compared with the consumers after 60 and 70, the growth of children in the 1980s and 1990s is more influenced by cartoons," said Zhao Weiguo, director of the Department of dress design at Zhejiang Sci-Tech University. The cartoon characters used in children's clothing were gradually pformed into popular costumes and clothing for adults.

In fact, Baleno, Semir and UNIQLO have launched similar cartoon image licensing products in recent years.

"Consumers, especially young consumers, have a strong impulse to return to frankness."

The "cartoon whirlwind" of the clothing industry has reached the level of white fever in fashion designer Chen Huihua.

In fact, the hot selling of MTEE also has much to do with the choice of spokesperson.

MTEE spokesperson Jay Chou, hip-hop STOCREW and BEATBOX have many fans after 80 and 90.

Before Jay Chou, the spokesman for Metersbonwe was Aaron Kwok.

Although the voice is very loud, for the 80's, he belongs to the last century. Jay Chou is considered to be the most proud of Metersbonwe.

At first, Zhou Chengjian did not see Jay Chou's popularity, but his personality.

His songs are always laziness, and his expression is always cool and rebellious, which is why young fans like him.

In the second half of 2009, as the turnover increased significantly, customers felt that they should do brand advertising.

They conducted a spokesperson poll on the website and asked the advertising agency for advice. But the candidate always made CEO feel "wrong" until Han Han and Wang Luodan appeared.

However, Chen did not choose cool scenes. Instead, Han Han drank the soup of the wonton soup in the street. "I just want to express the daily life of the opinion leaders."

Chen said.

"In fact, this is the culture of everyone."

Chen said, because selling clothes is like Facebook, and the core is understanding of human nature.

Nowadays, Han Han has become a symbolic element of everyone.

And stories are most accessible to human nature and make products more emotional.

"A golden boy from asteroid B612, who was wounded by his beloved rose, flew away from the little planet with the help of migratory birds, and traveled to many asteroids and later came to earth."

The little prince is the theme of autumn and winter in 2010.

The designer has designed a variety of elements with small Prince elements, such as pilot blindfold and hat.

In the shop, all kinds of curtain and hanging basket will also have the printing of the stars in this season's "Little Prince" story.

"Story as the theme of clothing every season, can help products better marketing."

Jia Xiaoyi, a clothing product sales expert, said that the requirements for customers' appearance and style were not strict, and their sense of design and fashion were quite distinct.

And to seize the hearts of customers is not just stories, but also new media.

Style is more important than quality. I like it. I choose.

"I will not be foolish enough to waste hard-earned money for a famous brand name."

Jiangnan said.

At the age of 26, Jiangnan is a staff member of a foreign company and is known as a "blood group" in the company. She said that this sentence was aimed at her mother's evaluation of her: wages, left hand, right hand and left hand, all dressed.

Indeed, the wardrobe in the south of the Yangtze River is not all brand names, but also a large number from small shops. "The only criterion is" like ".

Jiangnan said.

"Like this windbreaker more than 1500 yuan, because I like it very much, I bought it."

After 80 Liang Jing said so, some clothes and accessories from small shops, although the workmanship and quality are much inferior, but as long as she likes, she will play.

"I am an impulse shopping type. I will buy it from time to time."

Fang Wei, who was born in 1985, preferred ONLY and IgG for at least 300-800 yuan a month.

After 80 came, emotional consumption also came.

The importance of product "emotional satisfaction" has exceeded the "functional value" of products in their eyes.

"Shuang" is the most important.

Says Lin Zi, the top 10 fashion designer in China.

In fact, surveys have shown that although "the products that we really need" account for the top 21.5%, the "likes" follow closely with 19.5%.

After 80, as long as "I like", others do not matter.

"Quality assurance is the most important thing for our generation, but for the post-80s generation, brand culture or the quality and the trend it represents will be more important."

Li Hui said.

That's the case. In 2003, McDonald's changed the family theme of "often laughing and tasting McDonald's" into a new advertising appeal that I like, focusing on marketing from the children and family in the past to the energetic young generation.

"After 80, perceptual knowledge is stronger than rational knowledge. The appearance of products is more stimulating to them than content stimulation."

Some experts believe that after 80 is leading China into the "perceptual consumption era".

In the survey of 80% of the children and their parents' "shopping for the most favorite factors", we found that 80% of the children were more interested in the style, accounting for 49.1%, and their parents preferred the quality, accounting for 57.9%.

Obviously, their loyalty to the brand is getting lower and the frequency of purchase is higher and higher.

According to a survey of students aged 19-25, 30% boys buy clothing once a month or two or three times, 56% boys buy it every two or three months, girls wear more clothes, 70% girls buy it once or two or three times a month, 28% girls buy it every two or three months.

"As long as I buy new clothes, I will definitely put them on the spot and let the salesmen pack up and take away the old ones.

Things bought are used, with new natural feeling fresh.

Sometimes it's not very expensive to buy clothes, just to make more changes.

Wu Jing said.

As a result, enterprises should first make efforts in product design and appearance design.

Apple Corp is also precisely because of the characteristics of industrial design, especially focusing on product color design, making the iPod music player a great success.

"Now about 2000 yuan wedding gauze is more popular, although the price quality is general, but because of the diversity of styles become the hot spot after 80."

Zhou Quanbin, a Guangzhou PERREGAUX wedding market planning department, said that some people even chose black wedding dresses, and their ideas were new and fashionable.

"The era of consumers' understanding of how to spend is starting," said Zhou Chengjian, chairman of Metersbonwe. We need to meet the needs of consumers as fast as possible.

To this end, Metersbonwe has an independent R & D team of more than 130 people, offering more than 7000 products every year.

The period from design to shelf is only 50 days.

Mcglaughlin positioned the new brand of 90's on the line. "Fashionable clothes with many styles and fast updates can better satisfy the consumption enthusiasm of post-90s."

Similarly, the seven grid TOP tide shop has a team of 15 young designers, +1 full-time collocation division, who launch at least 100-150 new models every month to ensure that there are not less than 500 items in the store.

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And every time the new model comes up, the seven grid will first upload the new design to the shop.

For example, when we prepare 80 new clothes, we will design more than 200 new models, let netizens vote and select them, and discuss them in QQ group. Finally, we will choose the styles that we all like to make changes.

Repeat several rounds and finally get on the shelves.

This completely subverts the traditional mode of leading fashion designers.

Consumers are beginning to really decide how they want to go, not just by designers.

In fact, to adapt to the perceptual needs of consumers, not only the innovation of style, but also the products that reflect the culture of Post-80's and 90's.

In the summer of 2007, Lining, a 27 year old designer, did not seem to grasp the thoughts of young consumers. Zhou Xiaofan.

So he and his colleagues lie on the Internet everyday to meet young friends.

By chance, he saw "embarrassment" on Tianya, mop and other websites.

The original meaning of "embarrassment" is "bright", but because of the character shape, it is endowed with a melancholy and embarrassing meaning.

He suddenly felt that the younger generation would have a talent in the prosperous world.

A month later, the design of the colourful shoes was unveiled.

As a result, the market was sold out.

Zhou Xiaofan found a kind of emotional trigger point.

However, the luck of Lining's brand is not always so good. With the memory of 80s, the generation of consumers inspired by the name of Lining gradually entered middle age.

So, in order to attract 80 and 90, Lining changed his bid.

However, after the replacement of Lining, the product has not changed much.

The pformation of enterprises is not only a change of slogan, but also an innovation of operation system.

Nike and Adidas are famous for their "professional sports". Their styles are relatively large and spacious, and their colors are relatively dim.

KAPPA did not blindly follow, deliberately designed the product as "tight", "sexy" and "colorful", creating the "fashion movement".

However, there are experts analysis, Lining in the brand building period, but not with Nike, Adidas effective distinction, in the product design level with them, "LOGO removed, may not see who is who's products".

Lining should borrow the opportunity of "changing face" to put the core work on the "change" of brand strategy, and effectively distinguish between Nike and KAPPA, so as to deduce the brand unique spirit.

The era of "attracting fresh food and eating all over the world" is gone forever, which requires the use of brand connotation to influence consumers.

For example, the slogan "I choose, I like" Anta sports shoes combine with the extreme sports of young people, while Nike is spreading a unique spirit of striving for progress.

All these brands are trying to build up their individuality and highlight their own way of life.

If we fail to do this, it is hard for us to have a brand preference after 1980s.

However, "in the past, a concept can be accepted by consumers, but now it is difficult to do so." Zhou Shaoxiong, chairman of the seven wolves, said that consumers now have their own unique feelings.

"When the brand can not be fully expressed, or the brand is not widely accepted by the surrounding groups, it will naturally be abandoned."

Zhang Jun, senior manager of Sogou marketing department, said that there should be a unique product or a tacit agreement between the brand and the users.

In fact, the post-80s tend to focus on brand spirit and hope for new changes in form and detail.

This also includes business.

For example, businesses sell slogans such as "limited purchase, limited stock and opportunity", and they fall into an impulsive buying atmosphere.

In fact, under the appearance of impulse buying, a more important personality core is wrapped.

Two of new Consumerism: minority consumption

Do not recognize big cards, be keen on tide cards.

Earlier, there was much talk: strawberries and even the beat generation after 80.

However, they are the most individualism generation.

As the first batch of "only child" in China, it has created an independent consciousness.

After the baptism of the market economy and the process of the earth village, they appreciate innovation, try and innovate, and enjoy the innovation.

"Cool" and "dazzling" are their Internet language.

Only by creating "cool" products can we win their hearts.

According to the survey by the zero point company, 80's are very critical of brands. Brands need not only quality but also personality and fashion and fashion elements.

They dressed in pursuit of unusual or even avant-garde. People used to wear clothes to patch a hole, always worried about being ugly, and the 80's group wore clothes with holes. "

Originally, people always wore small clothes in their clothes, and the 80's group wore large items of clothing in the same place, which looked like tower pine.

"They dared to wear them."

Miss Chen, director of Dongfang department store planning, said that she saw many fashionable costumes, but she did not dare to wear them after 70.

Chen Lin, a 37 year old consumer, also had such concerns. The first thing he saw when he saw the clothes he liked was whether he could wear the street or not.

"We have no preconceived restraint on fashion, but we do not like to follow the crowd."

D, who was shopping in a small shop, said.

In fact, walking in the street, you can see more 90 after carrying LV bags, wearing a ONLY coat, coupled with a pair of fashionable casual shoes with tens of dollars, "mashup" has become the most popular word in fashion industry. It not only tests the wearer's collocation, but also tests their fashion courage.

"I have my style", which has led to more avant-garde, personalized, fresh consumer behavior, personalized become their inevitable choice of consumption.

This is the mark of the times, just like the popularity of "toad mirror", "bell bottoms" and shawl hair a few years ago.

"80 is a generation of individuality, which is also a challenge for us."

Many garment manufacturers say that if they grasp the characteristics of the 80's dressing, they will win a considerable market.

If we say that after 70, we have a higher sense of luxury brand identity.

After 70, you may like to know what fashion is from fashion magazines such as VOGUE and ELLE, while 80's like magazines to find niche trends in "Milk" and "Coldtea".

At the beginning of the year, Hangzhou Tower Celine special store, a board shoes that cooperate with leaps and bounds, became popular.

At the same time, the old brand of domestic goods leaps and power shoes, which have long been unable to find, have caused a surge of excitement on the Internet.

These old Chinese products, which have been withdrawing from the market for many years, have been packaged into small crowd cards by foreigners and catered to the young people's consumption psychology.

"Nowadays young people do not recognize big names but are more particular about personality."

Yintai Wulin shop responsible person said.

This argument is also corroborated by Miss Lu's work at a headhunter in Fuzhou.

More than 50% of Miss Lu's colleagues are post-80s. They know clearly what famous brands are in Fuzhou, but they don't wear many famous brands. "When the style of brand clothes can't satisfy them, they abandon the brand to buy those fashionable clothes."

The new China Post - 80's research report released by the Japanese clothing association also pointed out that the post-1980s did not blindly believe in famous brands.

Just like a supermarket manager's 90's daughter told him that the students felt that the brands sold in the store were not enough.

Xiao Xiang, who runs a clothing store, said, "many of the goods I have here are all washed out one by one. There is no brand, but young people like this unique feeling."

Wang Lei opened a 90's clothing store in Shanghai's Zhongshan Park business district - "strawberry store". All the clothes were made of pink and tender colors, with cartoon series, tattoo series and so on, all of which catered to the need for emotional purchase after 90's.

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In fact, the "personality tide card" has sprung up in recent years.

The so-called "tide card" is low-key luxury, petty bourgeois minority taste.

Royce, the owner and buyer of P+ department store, said: "many consumers are less interested in buying the same luxury brands every time and buying a bunch of clothes that are easy to crash into others."

And these tide cards, the number of stores is not large, the volume is not large, so that these tide cards give people the impression of niche, which is exactly the pursuit of personalized clothes after 90.

In fact, more and more young people like to visit small shops. Many young designers become owners of small shops, doing what their peers like in their own fields.

The major stores are "girls' wear" and "little Shu Zhuang" floor.

With the increasing internationalization of media information, the 80's are no longer satisfied with walking in the forefront of domestic fashion. After 80, they began to take a look at "overseas purchasing". "Personal consumption DIY" also began to become popular.

Personality customization has become their hot spot. Last year's Mid Autumn Festival and Christmas day, for these two festivals, "other people" has sold thousands of orders, from lovers' clothing, pillow to Necklace......

Personalized needs are fantastic.

On Taobao, enter "customized" keywords to search for related products to 911 thousand, including 81 thousand garments.

The custom shirts provided by Alibaba GCW include nearly 3000 sizes. In addition to the size, customers can also choose the color, fabric, collar type, sleeve type and even texture of shirts.

As a result, at present, there are more than 100 domestic personalized gift customization, 7 have received tens of tens of tens of millions of risk investment.

This requires that the brand must have its own individualization, not the same.

For example, ONLY, Ji Houfeng, lady's house and other clothing brands.

So what's the coolest product for the 80 and 90's?

Things are scarce and expensive.

For example, Nike launched PigeonDunks, making dozens of competing Nike fans clash in the sales shop until the police arrived to solve the problem.

Limiting people is also a strategy.

In the Tokyo store, Silas & Maria, a skateboard brand in the UK, consumers can only get 20 people at a time, and others need to wait outside the door.

After the previous shoppers have left, the products on the shelves will be rereplaced.

Consumers enjoy it.

Panic buying began.

Before 8:00 in November 23, 2010, H&M staff had completed the number of wristbands issued to consumers.

In the cold winter, the crazy consumers wait here for a night before they can buy new products.

In Hongkong, H&M distributed 16 different colors of wristbands, each with 20 wristbands, and at the door clearly wrote the rush time of each color wristband holder.

After receiving the number, the consumer can disband, and enter the shop by the wrist strap at the appointed time.

This means that the top 320 consumers are most likely to grab the latest products.

This is for the post-80s consumers, is the enjoyment of life, but also an integral part of entertainment.

Three of new Consumerism: entertainment consumption