Cute Marketing: Catering To The Trend Of Audience Brand Rejuvenation

The consumption structure of young brand China is undergoing tremendous changes. The total number of post-80s and post-90s generations has reached 400 million. The younger generation has become a new force in consumption. The following changes in the media communication environment have brought great challenges to many brands that have become "successful": Apple has become popular, Samsung has risen, Motorola has gone bankrupt, and Nokia has been acquired by Microsoft... The wave of youth is surging. Faced with the new rules of the game, many famous enterprises in the Jianghu have begun to lay down their positions and please Young consumers Cute marketing has become a new method for brand rejuvenation.

Brand aging refers to the failure of young consumers to follow up in time after the old generation of consumers quit. Such a brand market will shrink day by day. In the past, brand competition advertised who was the leader of the industry, whose products were more authentic, and whose history was longer... Now, the biggest problem facing traditional brand appeals is how to impress the young generation.

The purpose of brand promotion is to appeal to the young generation. The promotion of brand promotion is to communicate with young consumers through various online languages and fashion hotspots. Interaction is the key to be cute. Let consumers like you first, and then let them accept and buy.

This summer, Coca Cola made a breakthrough in marketing. The labels of "Best Friend", "Natural Stupid", "Pure Men", "Promising Youth", "Foodie" and so on on its new packaging in China almost covered the Chinese Internet buzzwords in recent years. This change to Coca Cola, which has always taken "family happiness" as its main emotional appeal, has won a large number of young Chinese consumers.

Apple recently released the iPhone 5S iPhone 5C It is "being cute". Different from the classic black and white colors in the past, the champagne color launched this time is dazzling. Just after the launch of the new machine, the entertaining netizens immediately named the new color of the Apple family "Tuhaojin", creating endless jokes and free advertisements for new Apple products again and again.

Mimeng marketing caters to the trend of younger global consumer groups. If we dig from the past marketing concepts, this kind of marketing method is not a new thing, but with the rapid development of new media, it gives Mimeng marketing more communication value, and increases the interactivity and communication power of Mimeng marketing.

In the traditional marketing concept, "3B principle" serves as Advertising creativity The performance will last forever. From the advertisements we are exposed to daily, it is not difficult to find that babies, animals and beauties are the most eye-catching characters in the advertising pictures. Whether it's fashion brands, cars or FMCG products that consumers are most exposed to, many of them have the shadow of babies. To sum up with popular online terms, they are cute; Animals are very popular both in Madison Avenue in the United States and in the local advertising circle in China, because animals can produce a novel sense of humor after being endowed with emotion and behavior, and bring consumers a relaxed and pleasant psychological experience, which is the biggest new attraction for consumers; When it comes to beautiful women, we can immediately associate them with graceful figure, elegant hair, and skin that can be broken by blowing bombs... But as one of the biggest advertising heroes, beautiful women have caused aesthetic fatigue for consumers. If beautiful women can be cute, we believe that the advertising effect will be surprisingly effective.

Each kind of marketing concept has its applicable cycle. Marketing diversification is the cornerstone of the brand's sustainable development. It can play coquettish, play cute, explore spiritually, be romantic, and guide the country. However, not every brand is suitable for cute marketing. Proper cuteness can win the favor of consumers, while improper cuteness will cause great harm to the brand.

For example, after the 2008 Beijing Olympic Games, the Chinese sports brand Li Ning, at the height of its power, took the lead in presenting the new brand proposition of "post-90s Li Ning" in order to curb the aging trend of its brand. However, the concept that its brand wanted to express was vague, and this bold act of cuteness was not accompanied by systematic measures to rejuvenate the brand. As a result, it did not win the hearts of the post-90s generation, but lost the support of the original post-70s consumers of the Li Ning brand.

The key to the sales of cuteness is cuteness. every last Be obscene A successful brand has its own cute DNA. A successful cute point must be the point where interaction and topics can be generated with consumers. All brands that have succeeded in selling cuteness have a common feature: a large number of topics have emerged while selling cuteness, which consumers enjoy talking about after dinner and sharing on new media. Only in this way can the good reputation of the brand be maintained, the positive energy of the brand be increased and the brand's rejuvenation be greatly promoted.