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The Generation Of Fingertips, How Does The Clothing Industry Manage The Post-90S Generation?

2014/3/19 23:19:00 24

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overnight, it seems that the world is after 90.

This group of people born after the prosperity of the domestic economy is gradually becoming the main force in the labor and consumer market, and it is like the 8 or 9 o'clock sun hanging in the sky.

But as a peer of Lining (Li Ning Co, founded in 91, is now 21 years old), the situation is not good. The future is uncertain. It seems that there is a lack of vigor after the 1990s.

As you all know, < a href= "http://www.91se91.com/news/index_c.asp > > Lining < /a > has been in trouble recently: 1, the internationalization strategy has failed, the international brand Lining has become a castle in the air, and we must consider how to become the first brand in China; 2, the performance has been declining year by year, and has been left behind by the world brands such as Nike and Adidas, and has been caught up by Anta and XTEP and other Jinjiang gang. Losing the first throne of China for a few years seems to be unable to recapture in the short term; 3, the successive launch of several sub brands are all failed and the inventory is serious; 4, the professional managers of the air dropped before, and even their own CEO also went gloomy, and the founder who had enjoyed more than 10 years of life had to return to the rivers and lakes.

in the eyes of the outside world, Lining's failed post-90s strategy is one of the important reasons for all this.

In 2010, Li Ning Co began to reinventing its brand, and chose to embrace the post 90's young a href= "http://www.91se91.com/news/index_c.asp" > consumer group < /a > as the key brand route. It launched a new brand promotion campaign of "post-90s Lining", trying to gain more market share from young consumers to maintain sustained high growth.

Oh, as we know, we don't buy new users.

At the time, there was no expectation of passion, but what was wrong with the group of 90's? What's wrong with this group? What's the matter with all the colleagues in the industry? My views are as follows: 1, Lining's decision to make the brand younger is correct, and the direction facing the 90's is correct. 2, Lining's problem is that she doesn't understand the < a href= "http://www.91se91.com/news/index_c.asp" > 90 "/a", does not use the correct method to communicate with the post-90s, does not use the 90's like method to impress them, but merely attaches a label, which can not be blamed for the 90's consumers singing to the same Lining after 90's. actually, you don't understand my heart. when 90's Lining is on the 90s.

talk about 90 after /p >

90 is a very valuable group. It is the main force of social influence that will affect the next 10 years.

There are two unavoidable words in the 90's: "non mainstream" and "brain disabled". This is not only a challenge to mainstream sentiment and mainstream values, but also a negation of mainstream culture. "Non mainstream" also reflects the so-called mainstream social groups' moral negation after 1990s. But the fact is far from that. The rise of the group after 90 is not simply a growth of another generation, but a complete takeover of the real Internet generation.

This group is different from the young people in the past. They have the following four characteristics:

they are not unified models of social products /p >

it is very difficult to define a group of 90 after using a unified label. This single social evaluation is very dull and vivid for the vivid 90's.

In the Research Report of "CMI's digital life" in the 2011 year of the school marketing research institute, we can see that denial labeling is the biggest commonality after 90 years. They refuse to be represented, and each of them can not reproduce their fresh personality.

The personality of 90 should be interpreted from two levels. Compared with the other generations, the personality of the post-90s is outstanding and fresh. From the perspective of each individual, the personality of the post-90s is diversified and differentiated.

The tension of different personalities is everywhere in the group, which is the biggest personality after 90.

The so-called "personality" not only means that the group of 90's emanates from the inside and outside the distinctive characteristics, but also means to find a universal value tag to summarize the difficulty coefficient of this group is extremely high.

What is more complicated is that there are differences in cognition of "personality" between post-90s college students.

> a href= "http://www.91se91.com/news/index_c.asp" > the generation on the fingertip < /a > /strong > /p >

90 is the Internet generation. They have come into contact with the Internet since they were born.

In the attitude towards the Internet, the post-90s college students generally have psychological dependence on the Internet.

At the same time, with the increase of grades, post-90s college students are becoming more and more proficient in the application of network tools.

The post-90s college students are living a kind of "link" life, that is, Internet access anytime and anywhere, and life is highly dependent on the Internet.

3/4 of them had a net age of over 3 years, and spent an average of 18% of their Internet time per day, while the average Chinese urban residents spent only 13% of their time online.

For them, the Internet is far more than just a tool, but a way of life.

the group of post-90s college students will be the key group for the development of mobile Internet.

According to the Research Report on "digital life after 90", 86% of the 90s were interviewed by phone, followed by notebook computers and desktop computers, 79% and 40% respectively.

Among Chinese netizens, the proportion of mobile Internet usage is only 66%.

Post-90s college students are more likely to accept new things such as mobile Internet.

The consumption concept of strong > 90 is "as long as I like" /p >

it is worth noting that the post-90s college students have a distinct sense of self.

They insist on themselves, and do not compromise easily on what is identified.

In the daily life of consumption, "I" is the most important factor. I want, I like and fit me.

They emphasize their importance in consumption and satisfy themselves through consumption.

However, few of them do impulse spending. In most consumer situations, they are quite rational.

Moreover, they like new things and will make some low cost consumption.

quality is the most valued commodity value of post-90s college students.

It needs to be pointed out that this group's cognition of quality is accomplished through brand and price.

Quality can be embodied in the brand, including two meanings.

First of all, brands have more quality assurance than brands. Secondly, brand names have more quality assurance than ordinary brands. Quality can be reflected from price, and goods are divided into cents.

This traditional view of consumption is still recognized by many post-90s college students.

the awakening of self consciousness /p >

College Students' self-consciousness begins to awaken after P. 90, and a direct effect is that people's thoughts are no longer stuck to the traditional sense of responsibility and the future of the country, but rather from the self and the personal value.

In addition, the post-90s generation has a stronger desire to express themselves.

On the one hand, they use the Internet tools to upload photos, videos, logs to show their lives; on the other hand, the post-90s are more expressive in daily learning and life.

although they are more concerned about themselves after 90 years, they respect their individuality and freedom more, and show more tolerance towards different ideas and behaviors.

At the same time, post-90s college students are innovative people who are curious about new things and have the ability to innovate.

The acceptance of new things and new ideas by the post-90s college students and their wide horizons also enable them to put forward the correct opinions and participate in household consumption decisions.

Lining's problem strong > 90.

as mentioned before, the failed post-90s strategy launched by Lining is one of the important reasons for the predicament.

But we must not hide everything from the failure of brand positioning. Otherwise, Lining will continue along the past mistakes.

But it can not be denied that Lining has made serious mistakes in the strategic decision of brand reconstruction and positioning of post-90s Lining.

This mistake mainly exists in 2 aspects: 1, going to Lining instead of keeping pace with the times, enriching the brand connotation of Lining, discarding Lining's most valuable brand assets, leading to the lack of a clear brand positioning, and unable to carry out close emotional connection with the post-90s; 2, in the whole process of brand remolding and post 90's Lining, they are led by the 90's subjectively, while ignoring the objective attributes of the post-90s, all the work is based on imagination instead of understanding, which leads to the innermost soul of the post-90s group.

These 2 deficiencies are enough to deconstruct all the reasons for the failure of Lining after the 1990s.

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brand lacks clear positioning and lacks emotional connection with post-90s /p >

Lining is not loved by the 90s. The 1 important problem is the lack of brand connotation. What is Lining exactly? What is the brand concept he passed? What is the difference between him and Nike, Adidas and other international brands? What is the difference between the two brands that are represented by Jinjiang Gang? This has not given a clear answer, and it can not give a very effective emotional connection after 90.

2008 Beijing Olympic Games, Lining lit the torch. This is the height that Nike Adidas and Jinjiang gang will always be able to catch up with. It is also a unique value that can not be overtaken. Unfortunately, the Li Ning Co did not have the opportunity to play this good card well, because they have regarded Lining's brand value as the biggest burden at this stage. Lining has been doing the brand for several years, but they did not think Lining and Li Ning Co became a whole, forming Li Ning Co's "core brand value". How to make Lining and Lining spirit advance with the times is the right way.

the most important asset of Li Ning Co is Lining. The most important brand remolding should be the maintenance and management of the "Lining" brand.

Li Ning Co doesn't know the post-90s so much that they do not know that the most idols after 90 are their parents, that is, the 60 generation, not the stars.

Why did Li Ning Co born in 60s and the Li Ning Co founded in 90s fail to carry out the 69 in-depth integration, so as to impress the post-90s consumers through this brand harmony?

1 Lining is better than a hundred Lin Chiling.

Lining's spokesperson Lin Chiling should have a certain market appeal for post 70 and Post-80 generations, but it will be totally invalid for the 90's.

Instead of spending a lot of money to ask Lin Chiling to do the endorsement is not loved by the post-90s, let Lining speak for himself (for Li Ning Co endorsement), and then add different 90 star favorite cross-border stars (forming Lining and his post-90s friends scenes), this 1+1's celebrity endorsement form is the best 69 dialogue, also can best move 90, and establish a close emotional connection with the 90s.

subjective 90% /p >

90 is not a unified model of social products. Denial of labels is the biggest commonality after 90 years. They refuse to be represented, and each of them has no copy of their fresh character. So after marketing, they can never be recognized simply by labeling them, but should communicate with consumers in depth.

Lining launched the 90's brand and products, and the corresponding marketing activities are subjective after 90 (that is, a group of 60, 70, 80 after using their perspective to think and assuming 90 after should like what), rather than the objective of the post-90s (really understand 90, after 90, affect 90, this is not like after 90).

Do not think about what it is like after 90, and don't imagine what products you will like after 90.

When we use past experience (after 70 and after 80 to accept the way) to affect the post-90s, this is bound to be problematic.

If you want to impress the post-90s, you need to have a deep understanding of them, to see their potential psychological needs, and to develop a sound communication mechanism, pricing strategy, content and channels from their values, emotional needs, consumption concepts, preferences for brands and products, and so on. P, which is the most important part of the company.

Instead of simply inferring that they are trendy, pursuing cool and fashionable, they are eager to cater for it.

how to marketing 90 /strong

90 is not another generation, but another kind of person.

They grew up in the Internet and had to innovate in marketing. At the level of life and consumption, the post-90s were more concerned about the opinions of group networks such as ring groups. This is not the traditional marketing communication for consumer segmentation.

In today's digital living space, ignoring these changes means that we can not really understand the needs of target consumers.

The virtual "small group" that pcends time and space formed by network communication is, in a sense, more focused and pure than the actual consumer segmentation, and is very beneficial to the direct pmission of brand communication.

Pay attention to 90, after 90, study 90, understand and understand 90, in order to make marketing effective after 90.

the key to solve the problem lies in finding the way to communicate with the post-90s and establishing close emotional connection with them.

Facing the post-90s group who highly respect individuality and self, the traditional media has gradually lost the right to speak.

What kind of marketing strategy can effectively impress them? After 90, groups like to flaunt their individuality and emphasize originality; they are willing to follow the trend; dare to accept new things; appreciate products with cultural connotations; enjoy network culture and sports competition; attach importance to friends and classmates; experience the process and fun of participation.

In the face of the post-90s group, the past only put in a few humorous or bombardment of celebrity endorsement ads have not been able to move. If you want to impress the post-90s, the best way is to contact the zero distance after 90 years, so that they can experience products, experience brands and experience culture. They need to have the pleasure of personal experience before deciding whether to deal with you.

marketing 90, and find the password of marketing after 90 is imminent. Although Lining failed after 90 years, this is not the failure of the post-90s, but the victory of the group after 90. The business community should not stop because of Lining's failure, and fear the post-90s marketing.

The rise of the post-90s will affect China's consumer market in the next 10 years, which can not be avoided.

If the enterprise does not cultivate users today, it will spend a lot of money to rob users tomorrow.

If we do not fight the brand war today, we will have a price war tomorrow.

The post-90s generation is the stage of consumer pformation from product consumption to brand consumption, and the consumer experience facing the post-90s will affect the consumer choice of post - 90s generation.

Therefore, this period is also an important stage for developing consumer brand loyalty. If the enterprise ignores the potential users at this stage, it will largely mean that the enterprise will lose the right to speak in the future market.

The difference between a successful brand and a failed brand (the failure here is just not so popular after the 1990s) is whether the enterprise has a good mentality, willing to spend more time on the post-90s group and develop more products that they like.