Li Kailuo Analyzes The Post-80S Consumer Groups

Li Kailuo: China's famous fashion industry economic research expert, President of Guangdong Fashion Industry Economic Research Institute, President of Bilan International Investment Consulting Co., Ltd

Currently, there are many descriptions of the characteristics of the post-80s group. In general, the lifestyle characteristics of the post-80s group can be summarized as: self-confidence and independence, leisure oriented, high brand loyalty, high purchase impulse, and enthusiasm for digital products and music. In a sense, the post-80s generation is not only the backbone of China's fashion consumption trend, but also brand They represent a new generation of Chinese fashion industry consumption concept and a new kind of consumption power. New consumer groups influence fashion pattern

The post-80s generation, an eye-catching consumer tribe, grew up with the booming commodity culture, the emergence of the Internet and e-commerce, and has strong adaptability to modern high-tech life. Since childhood, they have been accustomed to the language of film and television and the language of the Internet, and respond quickly to fashion. The growth environment of individuals has changed significantly, which leads to the corresponding changes in their consumption self, brand psychology, consumption habits, etc.

One of the most significant consumption characteristics of this large group is fashion First, they are willing to consume. They are an emotional consumer group that pursues fashion and publicizes personality. Their pursuit of fashion is far more than that of previous generations. Almost every post-80s young person has a unique personality. However, they have one thing in common. They are very selective about brands when consuming. In their mind, good brands need not only high quality, but also personality. They should not only contain fashionable and popular elements, but also have a long history. The advertising of these brands must be eye-catching, and the packaging also needs to be in place. On the other hand, this group of consumers not only pursue brands but also have low loyalty to brands. In the eyes of the post-80s generation, there are only two brands: "I like" and "I don't like". It does not necessarily have a clear purpose and practical significance, but is more based on subjective preferences. From the toothpaste that we get up in the morning to the clothes we need to change when we go out, to the music we listen to on the road, we all have the unique and distinctive ideas and personality of this group.

It is not only some professional consumer economists and social psychologists who pay attention to the post-80s generation, but also some businessmen who want to share the profit cake. For businesses, the post-80s generation, which boasts a huge consumer group of 90 million, has brought unprecedented opportunities for brand growth, while at the same time making them face strong challenges. Only when you have a target can you win every step

In short, first of all, brands must have their own personality. The more prominent the product style is, the more distinctive the brand image will be and the more competitive it will be. The word "personality" is like a label on the post-80s generation, which cannot be erased. They seek to be different and like to be original. When choosing brands, they pay more attention to whether they are consistent with their own life ideas and attitudes, and whether they can show their own personality. Clothing brand marketing must really take the post-80s generation as the core to make changes and dig into their consumption Features and personalized elements, and closely integrate these personalized elements with the enterprise's brand appeal and product research and development, strongly shape the personalized characteristics of products and brands, create a spiritual fit and spiritual resonance with young consumers, so as to create a brand atmosphere, Strengthen the emotional communication and interaction with post-80s consumers, give them more emotional satisfaction and gain their emotional recognition. At the same time, the product should be new and different in style, design, function, promotion and other aspects to keep the product fresh and fast. Only in this way can the brand be truly accepted and recognized by them.

Secondly, clothing brands should focus on cultivating brand loyalty and style Design We should pay attention to the sense of fashion and be in line with international fashion. Although local brands have strong channel advantages and cost advantages, they are obviously backward in brand building. Many international brands have mature experience in brand operation and management, with scientific and effective marketing strategies and strong execution, so that the brand image and actual perception can be unified, and the brand spirit and connotation can be thoroughly implemented. Only on the basis of a comprehensive understanding of the new trend of post-80s consumption, close contact with them, understanding the unique needs of young people and continuing to create new needs to meet their "endless desire", can brands achieve two-way communication with post-80s and firmly rooted in their hearts. This requires the 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. It is a pity not to let the new growing consumer groups abandon you and choose other international brands because of their own economic capacity.

Third, clothing enterprises should make full use of new media such as the Internet to carry out Marketing Activities, establish an interactive marketing platform close to consumers, and bring consumers a new experience. Corresponding to the growth environment of the post-80s group, the development of technology has brought a dizzying array of new media forms, and the traditional marketing model has obviously failed to adapt to the new business era. Clothing brands should be good at improving brand awareness and reputation through the interactive communication of new media, make full use of professional websites, personal websites, BBS, online games, MSN, blogs, QQ groups, short message platforms, audio, video and other forms to widely disseminate commodity information, and use digital technology for integrated marketing, Try to achieve interactive communication with consumers in a personalized way. At the same time, starting from the life and situation of new consumer groups, by establishing brands, trademarks, slogans and overall image building, we should highlight the communication of products and brands that can create their sensory experience and thinking identity, mobilize their internal emotions and emotional unique values, and then capture the attention of new consumer groups, Can also adapt to the changing new business era.