Li Kailuo: Clothing Brand &Nbsp; Win The Future With New Consumer Groups.

Nowadays, there are many different versions of the Post-80's group's characteristics, but their life style characteristics can be summed up as: self-confidence independence, leisure oriented, high brand loyalty, high purchase impulse, passion for digital products and music. It can be said that when the most popular words and "post-80s" conjoined each other, the analysis of "post-80s" is not only for a age group, but also for future life and consumption trends.

In a sense, after 80 is not just China. Fashion consumption trend The backbone is also the vane of the future of brand operation. They represent the new generation of Chinese fashion industry consumption concept, and represent a new brand of new consumption power.

　　 New consumer groups affect fashion patterns

since Post-1980s concept After 10 years of change, the most fundamental factor behind the change of brand concept is the change of marketing environment after 80's growth.

After 80, this remarkable consumer tribe grew up in the vigorous development of commodity culture, the emergence of the Internet and e-commerce, and the adaptability to modern high-tech life. The change of individual growth environment is obvious, resulting in corresponding changes in their consumption self, brand psychology and consumption habits.

Consumer demand is becoming increasingly heterogeneous, personalized and diversified, making consumer groups in 80s "products". Emotional satisfaction "Importance" is better than the "functional value" of products. One of the most significant consumption characteristics of this huge group is that fashion is the first and pleasure to consume. It is a perceptual consumption group pursuing fashion and individuality. Their pursuit of fashion far exceeds that of previous generations. This is not difficult to understand because most of the 80's are single children and live in a relatively rich era.

Because of this, some people call them "ATM generation", that is, lack of Accumulation shorten, Tingled on consumption, not planning (Making no plan). Almost every Post-80's young man has a unique personality. However, one thing is common. They are very keen on brands while consuming, but they are extremely critical of brands. In their minds, good brands need not only quality but also personality. They should include not only fashionable and popular elements, but also a long history. The advertisements of these brands must be eye-catching, and packaging needs to be put in place. On the other hand, this group of consumers not only pursue brand but also have low loyalty to the brand. In the eyes of 80's, there are only two brands: "I like" and "I don't like". It does not necessarily have clear purpose and practical significance, but is based on subjective preferences. The toothpaste from morning, the clothes to be changed when going out, and what music to listen to on the road carries the unique and distinct assertion and individuality of this group. It is obvious that the new life attitude and consumption psychology of "post-80s" not only expedite the rapid rise of some emerging industries, but also make some brands more successful. As a rapidly growing consumer group with huge consumption potential, the consumption power, consumption awareness and consumption discourse of post-80s generation are deeply affecting the marketing strategy of many enterprises.

In the consumption of fashion products, the 1980s have become a large consumer group that is generally concerned by the industry. The Post-80's products and the post-80s consumer groups have also become an industry economic phenomenon of widespread concern in the society. Concerned about the post-80s is not just some professional consumer economists, social psychologists, but also some businessmen who want to divide the benefits cake. For businessmen, this so-called post-80 generation with 90 million huge consumer groups brings unprecedented opportunities for brand growth, and at the same time, it faces strong challenges. At the same time, China's fashion industry structure is also changing with the upgrading of the consumption capacity of the post-80s generation. Various fashion brands and even some world famous brands have adjusted their brand development routes, and have gathered their eyes to this young group to cope with this sudden change in consumption.

Only by shooting at a target can we win at every step.

At present, China's post-80s generation has about 280 million of potential consumers, and this generation's spending power and consumption desire expansion rate is greatly unexpected. 80 and 90 will be the main force of consumption in the next 10 years, leading a new era of consumption. This is almost the consensus of all enterprises and businesses. How to deeply understand their consumption psychology and grasp the trend of development of the times is very important for any enterprise to seize the future market, and the foundation of successful marketing strategy is to grasp the consumption psychology of target consumers.

For the clothing brand, whoever wins the 1980s will win the future. However, in order to really capture the attention of the post-80s consumer group, it is far from enough to rely solely on the original brand accumulation. We must understand this group and thoroughly understand the consumption characteristics and consumption habits of this group, so that we can formulate effective marketing strategies to win by step by step.

First, the brand must have its own personality, the more prominent the product style, the more vivid the brand image, the more competitive it is. Clothing brand marketing must really change at the core of post-80s generation, dig deep into their consumption characteristics and personalization elements, and integrate these personalization elements with the brand appeal and product development of the enterprise, strongly mold the individualized characteristics of products and brands, create spiritual fit and spiritual resonance with young consumers, thus creating a brand atmosphere, and strengthen emotional communication and interaction with consumers from the perspectives of fashion, personality, fashion and self-worth, giving them more emotional consumption and emotional recognition. At the same time, products should be innovative in terms of styles, designs, functions and promotions, so as to keep products fresh and fast. Only in this way, can brands be truly accepted and recognized by them.

Secondly, clothing brand should pay attention to training brand loyalty, fashion design should pay attention to fashion sense and integrate with international fashion. Although local brands have strong channel advantages and cost advantages, they are lagging behind in brand building. Many international brands have mature brand operation and management experience, cooperate with scientific and effective marketing strategy and effective execution, so that brand image and actual perception can be unified so that brand spirit and connotation can be deeply implemented. This requires brand to constantly explore some popular language, vocabulary, behavior and psychology of this new consumer group, and learn to integrate these elements into product development and communication strategies, so as to establish brand recognition and trust. Don't let the new consumer groups grow up gradually due to their own shortcomings. It's too bad to abandon you and choose other international brands because of their own economic capability.

Third, Clothing enterprise We should use the new media such as the Internet to develop marketing activities, establish a platform for interactive marketing with consumers, and bring consumers new experience. Clothing brands should be good at promoting the brand awareness and reputation by the interactive dissemination of new media. They should make full use of professional websites, personal websites, BBS, online games, MSN, blogs, QQ groups, SMS platforms, and audio, video and other forms to disseminate commodity information widely, integrate digital marketing with digital technology, and interact with consumers in a personalized way. At the same time, starting from the life and situation of the new consumer groups, the brand, trademark, slogans and the overall image shaping should be set up to highlight the unique value of products and brands that can create their sensory experience and thinking identity, mobilize their inner emotions and emotions, so that they can catch the attention of the new consumer groups and adapt to the changing new business era.