"Post-90S" Strategy

When it comes to "post-90s", they have been labeled "non mainstream" labels, distinctive personality, pursuit of excitement, yearning for independence and so on. However, with the growth and maturity of this group of E, the "post-90s" young consumer market is growing vigorously. In this fast changing fashion age, how to innovate to meet the "90's" consumer demand and adopt what marketing means to achieve the "brand temptation after 90" marketing concept is an important issue that many brands need to solve at the moment.

From the field of marketing, brands should pay attention to the two notable characteristics of the "post-90s" group: first, the "post-90s" pay attention to spiritual consumption. For them, the present happiness is very important. In material consumption, we should pay more attention to spiritual experience and expect to get self spiritual pleasure; second, the consumption habits of "after 90" are in line with international standards. In their growth, the influence of new media is very strong, and the information obtained on TV or Internet is almost in keeping with international synchronization. The current fashion and concept, "after 90" can be known at the first time through the Internet.

　　 Design attack

Nowadays, "after 90" has gradually grown up, as an emerging consumer group, they represent the future direction of consumption, which is also the reason why many famous brands value the market after 90. ordifen The group's underwear brand RUBii (Ruby) focuses on 20~25 year old consumers. From the brand positioning, it is aimed at the "post-90s" crowd. In view of this special group, RUBii has created a unique design style. The sweetness and individuality is the biggest highlight of the brand, bringing a new exclusive experience for the "post-90s" consumers.

RUBii conducts psychological exchanges with consumers through professional product design. Upgrading brand Competitive power. The cooperation design of RUBii and Peclers and Carlin has made the product condense international fashion, leading the front edge of domestic underwear, and fully satisfy the pursuit of fashion and individuality of the "post-90s" group. At the same time, attention should be paid to attracting "post-90s" from the details and adopting their favorite design elements and methods, such as a large number of bright colors, strong wrinkles in design, and intimate interaction with young consumers.

In addition, RUBii has also made new adjustments to store image design. The latest image store creative inspiration comes from the concept of Back Stage and T extension platform, a large number of backstage lights, props and mirror decoration with metal rivets and handsome hand-painted graffiti, expressing RUBii Girl's young fashion and self-confidence style. RUBii Design Director Lin Xing Yi said: "the post-90s" is changeable. We will adjust the variability of brand design style according to the characteristics of "90's" to cater for and even guide young people's preferences. RUBii the birth of each product series, designers have injected a wealth of fresh elements. Simple but creative trend design, breaking the traditional constraints and pursuing the ever-changing desires, enables young consumers to enjoy the most meticulous care while enjoying the changeable life. The design considerations of products' comfortable and healthy material selection, novel and changeable way of riding are all inseparable from the brand's "post-90s" strategy.

　 Marketing emotion

In 3 to 5 years, " After 90 "Will become a mainstream consumer group. In the purchase frequency and acceptance of new products," after 90 "will be more positive, brand enterprises have launched new products and new ideas, they will be willing to try immediately, and to share their purchase experience. According to these characteristics of "post-90s", RUBii has also made considerable adjustments in marketing promotion.

RUBii introduced the brand management mechanism from the beginning of its creation, synchronizing the marketing value with the brand value, and creating a new generation of VI vision, SI store cabinet image, supporting RUBii public relations activities, product promotion, DM album and so on to create a unique RUBii through the new look, conveying a new fashion attitude to young consumers, selling a "HAPPY MOMENT" happy and confident time concept to fashionable young women.

At the same time, RUBii launched the "RUBii (Youth) youth entrepreneurship education program" brand public welfare activities in 2009 to provide young students and team members with a platform to show and realize themselves. It introduces international advanced management concepts and models into brand operation, enhances the professionalization level of enterprises, makes brands more standardized, has more potential for development, and attracts more active participation of target groups. Chen Weiyu, RUBii brand manager, said: "RUBii advocates a way of showing a young attitude towards life, showing a new generation of life with courage and self-expression and distinctive personality with youth and vitality, creating a shining stage for every fashionable girl.

In the campaign of brand marketing public relations, apart from inviting "after 90" favorite models to endorse, it is clear that more marketing activities aimed at "post-90s" are also gradually developing. For example, digital marketing will fit in with the characteristics of the post-90s generation, put advertisements on the Internet and focus on interactivity. This is exactly the way that 90's like.

In fact, taking young people as a starting point has always been an important marketing strategy for many brand development. Nowadays, the active application of new media in brand marketing and the rapid development of online sales are all the result of the change of business mode caused by new consumers in the process of interaction with merchants. Whether it is international brand or local brand, from product design, brand story appeal and marketing promotion form, they are closing to "90's" preferences. For example, the introduction of animated cartoon characters, the use of fresh sales methods, or add new elements that young people like, such as skateboards, parkour, bicycles, etc., will combine these new elements and innovative elements with enterprise products. With the help of new media and network marketing, we can achieve more benign promotion and enrich the life of consumers through these new technologies. For example, a top-level brand Cartire watch launched a software, consumers can manually click, from all angles to understand the internal structure of watches, not only enhance interactive interest, but also increase practicality. In fact, this is the result of brand new media technology applied to enterprise marketing in order to cater to the psychology of consumers. On the one hand, it improves the sensory effects of consumers, on the other hand, stimulates product sales, and more importantly, it allows the brand to have a higher reputation and recognition in the target customers.

With the upgrading of the consumption capacity and taste of the "post-90s" people, Chinese brands are faced with how to enhance brand connotation in a certain period of time, enhance product design, enhance product quality, and enhance more detailed services to consumers, so as to narrow the distance from international brands. Chen Weiyu said: "after 90 years," after 90 "is facing the challenge of internationalization. Their source of self-confidence is the Internet era. This requires that brands should break through the limitations of thinking in the course of operation. RUBBI will do more and better research for the post-90s group, making our brand promotion idea and brand marketing method more close to the demand point of "post-90s" consumers. We should constantly grasp two aspects of product design and marketing, firmly grasp the consumption psychology of the young group, and even lead the "90s" to grow healthier and consume more rationally, so as to provide a new aesthetic standard for the "post-90s".