New Consumerism Ushered In The Era Of Media Consumption: Let Clothing Brands Reach Within Reach.

The way of life that surrounds them is in places or contexts where they frequently appear.

Su Chang, born in 1984, surfed the Internet for more than 10 hours a day.

Like Su Chang's post-80 generation, he has a new business phone in his hand and a iPod player in his pocket.

In the streets and subway, we can see young people wearing earphones listening to MP3, MP4 or iPod.

Text messaging is their main form of fingertip communication. Video communication shortens communication distance. Blog and micro-blog change their way of expression.

"After 80, we began to surf the Internet from secondary school. This is their natural gene."

Zeng Ming said.

After 90, it is the first generation that the network society grows up.

"Internet access and the use of QQ have become a way of life."

Tongyu culture senior marketing division Liu Han said.

They basically do not read newspapers, but television focuses on several programs they like.

70 later generations can hardly imagine what to do without TV. After 80 or 90, it is hard to imagine what it would be like if there were no computers and cell phones.

Therefore, some experts believe that we should try our best to encircling their lifestyles and make them visible and accessible at their high frequency places or contexts.

Obviously, using 80's and 90's familiar ways will have more effect.

In April last year, Fuzhou ocean department store set up micro-blog in the month, issuing preferential information and brand activities in micro-blog, and then was forwarded by many fans.

Fujian Tianhong Department store has introduced QQ promotion. At the end of August, it will join hands with Tencent QQ to give back to its members. With the QQ number, you can get a 300 yuan cash coupon free of charge.

H&M before the launch of LANVIN for H&M this season, Anna Dello Russo, editor in chief of the Japanese edition of Vogue, wrote a blog.

In China, H&M chose to publish a video called "2010 co designer" on Facebook, which deliberately concealed the face and distorted the voice.

Within a couple of days, the fashion industry has caused a great stir.

The latest news about the H&M visiting designer has swept the headlines of bloggers, and the bloggers speculate that it is Alber Elbaz, the artistic director of Lanvin.

Subsequently, the fashion show and several designers were interviewed on the H&M website, and the two buttons of "E" and "envelope" were added next to the playback keys. Viewers could release the news to social networking sites, micro-blog or friends' mailboxes.

Then, YouTube, Twritter, Kaixin...

Almost all Internet communities can see this message pmitted by netizens.

Next, netizens discuss various styles of clothing and how to match them, and then rush out when the limited edition products are listed.

Similarly, "choking chili peppers" exposures all kinds of fashion clothes online, followed by clothing sales or even out of stock.

And last summer, objects became a new term.

All the objects refer to the copywriting of Han Han and Wang Luodan's brand advertisement, which is previously written by fan, which is composed of "love * *, love * x, I am not x x, I am X".

However, this short sentence quickly became the "funny" template for netizens.

For example, someone on Sina micro-blog posted a picture of Guo Degang in his Givenchy jacket, and he had seen a picture showing Huang Xiaoming's imitation of the game.

Inspired by this, only a few minutes, Zhu Yu PS came out with Guo Degang's "chicken wash" version.

After two hours, the picture has been forwarded more than 100 times.

The spread of the virus has broken out.

The way to break out is the forwarding between circles.

After 80 and 90, they have strong sense of collectivism while pursuing themselves.

QQ circles, blog circles, MSN circles, happy nets circle...

They are willing to share experiences in circles, and are willing to accept other people's experience.

As a result, enterprises can create network circles and promote sales through word of mouth.

For example, we can set up a "clothing culture group" to teach clothing and dress skills in video, text and other forms, so that friends can exchange ideas with each other.

At the same time, we should pay attention to training opinion leaders, through word of mouth publicity, quickly copy and disseminate marketing information, stimulate purchase behavior.

Besides the Internet, mobile phone marketing is also an important strategy.

DHC, a Japanese company, has entered the Chinese market and has been pushing online ordering and SMS ordering.

Yang Jing, head of DHC public relations, said that DHC will carry out mobile phone promotion activities on most of the university campuses in China to stabilize the consumer group after 80.

The Japan Fashion Report released by WGSN, an online subscription service provider, showed that the paction reached by Japan through mobile Internet (Mobile Commerce) was 258 billion yen (about 17 billion 900 million yuan) in 2006.

In China, with the popularity of mobile phones, the market will be bigger.