Marketing: Greeting The Cool Times

Only by creating "cool" products can we win the hearts of consumers.

"There will be two or three trips every week, and one or two clothes will be bought."

Ms. Yue of Harbin said that most of the wages were spent on clothes.

"When the season changes, what stores are there?

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

Fang Wei, who was born in 1985, preferred ONLY and Igor. Clothes that he loved might cost thousands of dollars at a time.

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, it is possible.

"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".

As a result, enterprises must first work hard on product style design.

"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.

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.

Wang Lei opened a 90's clothing store in Shanghai's Zhongshan Park business district - "strawberry shop". All the clothes were made of pink and tender colors, including cartoon series, tattoo series, and so on.

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.

Hangzhou Tower, Hua Zhe, Kun and shop introduced tide cards, some prices are not less than luxury goods, and a coat is around ten thousand yuan.

Even so, consumers are still scramble for it.

"Used to make clothes, now do fashion."

Hui Wenlong, director of brand design at JIM 'S, said: "without changing this concept, enterprises will not be able to adapt to the future market."

Annie Walker has launched MOLINA, ENALENA and other products, which include male and female white collar dress suit series, young men and women leisure series, men and women sports leisure series, suitable for "Slow Living", "cochlear family" and "NONO family".

Bosideng newly promoted women's clothing BOSIDENG. RICCI, the main consumer group is 25-40 years old, with mature aesthetic concept of urban middle and high level intellectual women.

And things are scarce and expensive.

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

Nike has 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.

Before the listing of LANVIN for H&M, Anna Dello Russo, editor in chief of the Japanese version of Vogue, wrote a blog.

In China, H&M chose to publish a video entitled "2010 cooperative designers" on Facebook, which intentionally concealed human faces 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.

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.

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.

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, Semir and Mary Sophries, the film designer, jointly launched the Special Collection tidal clothing conference, including a series of racing clothes emphasizing the sense of movement and technology.

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 stems from Metersbonwe's implantation lens in Transformers 2.

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.

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".

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.

And achieved good results in the market.

But is business ready?