&Nbsp; Marketing Is Good.

Just as the sequel to the Hollywood blockbuster is expected, the advertising campaign of Internet clothing retailer "fan Kai Cheng" is facing challenges after success.

Can they replicate the sensational effects of last year's offline advertising series?

No matter bus bus, subway or advertising column, everyone's shadow is everywhere, even in the field of TV screen.

Countless netizens then created their own "fan guest" body, which quickly pformed into a viral marketing that swept the north and south of the river.

This kind of propaganda is very new, especially for those young Chinese cities that are changeable.

We hope to attract young urban people with its simple and practical fashion style.

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"Fan Ke Cheng pin" advertising in 2010 raised standards for advertisers targeting young Chinese consumers.

"The clever thing about fan advertising is that it resonates with the way of thinking and inner feelings of Chinese young people."

Walton business school marketing professor David Bell (David Bell) said.

"This resonance is not achieved through the invitation of idols, but through a dialogue, and can successfully convey the definition of young people and Chinese style.

In this way, we have a common character with young consumers. "

There are good reasons for targeting young Chinese consumers.

Alison Leung Allison Luong, general manager of Pearl Research, predicts that young people in China will become the core driver of China's consumer spending.

The headquarters of the company is located in San Francisco, which is responsible for analyzing interactive games and entertainment industries.

The company estimates that the number of young Chinese consumers between the ages of 16 and 30 exceeds 300 million, and the consumption amount is about 136 billion dollars.

Starcom China, a French advertising and communications company under the Publicis Groupe, believes that under the family planning policy in China, most of these consumers are single children, who directly or indirectly control 0% of all household expenses.

"This gives them unprecedented purchasing power."

Angie Chan, senior research manager of star China Greater China, said.

In the west, shopping centers and boutiques have promoted the rise of many global brands over the years.

Young Chinese consumers, though young, have long been different.

But business marketing strategists believe that to win the trust of young consumers today, we need to move beyond the price.

Like other countries, China's new generation of consumers seeks brands that can reflect their identity. These brands can express something quickly.

Or make up for what is missing. "

Walton Marketing School professor Corrett (Keisha M. Cutright) said.

But unlike other countries, there is a phenomenon in China, and young people accept brands that can improve or change their way of life.

The awakening of self consciousness

How to do this is a big problem for enterprises.

One of the reasons is that the value and identity of the Chinese young people claim to be changing rapidly as the fashion season.

"Now, Chinese children can decide what they want."

Walton Shen Qiaowei, Professor of marketing at Qiaowei School of business, said: "Shen."

Shen was born in Hangzhou, went to school in Beijing, and later moved to the United States.

"When we were young, we would accept what our parents chose for us.

We are not rich.

There is not much money to spend.

Today, young people are more concerned about their needs, and more than ever, they want to identify themselves in a different way.

They want to be different...

I think this is a self awakening consciousness.

This awakening is most evident in Beijing, Shanghai and other major cities in China.

Young shopaholics carry Prada, Gucci, Hermes and other high-end brand products to show their social status and wealth while attracting other people's attention.

Lei Xiaoshan Rein, managing director of Shanghai based China Market Research Group (CMR), said Shaun.

At present, ray is about to publish the book "the end of China's cheap consumption".

He quoted a survey by CMR, which involved 5000 consumers in 15 cities in China.

The results showed that consumers under the age of 28 had "zero savings".

"What is the reason?"

They are confident of their future and are willing to spend all their income on clothing and consumer electronics.

Respondents said they wanted to increase their 10%~20% by an annual salary so that they could enjoy themselves.

He added, "this optimistic attitude has increased the number of credit cards in China, from 13 million 500 thousand in 2005 to 240 million last year.

So we often see Chinese secretaries earning $800 a month to buy $1000 worth of Gucci handbags.

But at the same time, those young high-end consumers may be partial.

Ms. Chen from star China pointed out that when they broaden their horizons and expand the sales area to small and medium-sized cities in China, sales of some international high-end brands are faced with difficulties.

"Young people there earn less, and in their mind, they think luxury brands are not important. If they see a friend wearing a luxury brand, they will despise it as a waste of money.

At the same time, the purchase of cheaper local brands can also show their support for "domestic products".

For marketers, she means, "it's wrong to think that all young people in China are full of ambition" and that they want to have the lifestyle of young people in big cities.

Just as it is believed that all young people in China want to follow the Western way of life, it is also wrong.

Chen pointed out that young people in small cities also have the right to consume their families.

Recently, she visited a small city in China.

A couple told her that they allowed their 20 year old son to make all family shopping choices because he was more familiar with consumer brands in the market.

"We don't know what a good product is like."

The mother told Chen, "so we let him choose, we use whatever products he buys."

Fashion accessories and web blogs

Whatever the size of the city, young people in China are different in many ways and deeply affect the marketing decisions of enterprises.

For example, the China Internet Network Information Center survey shows that there are currently 195 million micro-blog users in China, accounting for 40% of the total number of online Network users.

They are also keen on mobile technology.

MobileYouth, a Youth Research Institute in London, points out that in China, 73 million of mobile phone users are between 13 and 17 years old, accounting for 20% of the total number of mobile phone users in the world, more than triple the number of mobile phone users in the US.

"Since mobile phones are very important in China and they never leave their hands, Chinese young people are willing to spend time carefully choosing the best mobile phones and the best brands. They use mobile phones as a" social currency ".

Chen said.

"They also regard mobile phones as a fashion item, often changing their mobile phone brands and phone styles, or using gemstones, sparkling accessories and photos to decorate cell phones."

This is of far-reaching significance for various enterprises to formulate digital marketing strategy.

However, Jay Mark Caplan, China Youthology research manager and innovation manager at Beijing consulting firm, said that marketers need to change not only accessories, technology, mobility, or other aspects in locating young Chinese consumers, but also in the process of locating young consumers in China, Kaplan said.

At the same time, he said, one big difference between China and other markets is that young people have few resources to develop interests or hobbies.

Therefore, the brand can play a certain role in filling this vacancy.

"Tribal marketing" came into being.

Although this is not a new concept in the field of global sales, Chinese enterprises are beginning to understand how to make full use of the way of tribal marketing by combining online and offline with young organizations.

These groups are linked by common lifestyles, interests or hobbies, such as photography, tourism or skateboarding.

Enterprises will launch their new products and services through these community groups.

Instead of focusing on the products they sell, they continue to narrow the distance from their target customers.

This requires enterprises to pay attention to ongoing community activities, including building sports facilities, organizing local sports activities or concerts, just like Nike (Nike) and CONVERSE (Converse) have been doing.

Kaplan said.

However, the big challenge for enterprises is how to identify the groups that are united.

Enovate is a research and consultancy based in Shanghai, focusing on China's young consumer market.

Solomon, founder and managing director of John Solomon, believes that Chinese young people need a "digital safety zone" personality.

They want to be different and want to integrate into it, which requires a balance.

They are a little lonely. The only child is heavily stressed. "

He said, "many people go online to find people to chat, to get identity and to exchange views."

Such exchanges can take place in various forms.

According to the Pearl survey company's survey of young people in China, chatting is considered to be the primary reason for Internet access, followed by playing online games.

"In China, the view of" tribe "is different from that of other countries. Young people in China are still exploring what they like, looking for their identity and representative content.

Ms. Chen, Star Media, said.

"Therefore, it is very common for Chinese young people to come in and out of many tribes and interest groups or belong to several different tribes or groups.

On the contrary, young people in the United States tend to firmly declare their loyalty to a certain tribe.

Kaplan said that Chinese young people "often decide their loyalties by popular standards."

This herd mentality is most common in small and medium-sized cities, where consumer culture is just beginning to show, and maintaining the status quo is still very important.

So, Kaplan thought, "sometimes, this is very frustrating for an enterprise: as an advertiser, when the target market wants to be like other people, how can I be unique and establish the trust of the target audience in competition?"

As all fans show, Chinese young people are attracted by groups, hoping to express themselves better.

These groups can be online or offline, and can also be virtual or real.

For example, in 2009, McDonald's launched an advertising campaign in China called "Let s Meet Up", encouraging netizens to organize activities and to meet at local McDonald's.

Young people took photos together and uploaded to the Internet, resulting in a wave of activity outside.

"It was a great activity because it built a bridge between the world and the offline world online."

Solomon said, "the upsurge of video sharing will soon fade away.

But the experience of interacting with a brand is more powerful.

This produces more emotional advantages, and these emotions ultimately relate to brands. "

Of course, Kaplan said, for marketers, successful publicity is not easy.

This requires them to have a deeper understanding of our company and our customers than we expect.

He said, "as a salesperson to China, you have to ask yourself," what do you really care about? How do you share this enthusiasm with young people? "