95, After 00, 4 Major Footwear Consumption Characteristics Summary

At present, what is most needed for the shoe industry is thinking and insight, especially the mainstream consumer group is moving from 80 to 90 to 95 and after 00.

People's attention.

Consumption characteristics of 4 major footwear products after 95 and 00

Based on the characteristics of the growth environment of consumers after 95 and 00, we can sum up their 4 largest markets.

Consumption characteristics:

1. High acceptance of new business models.

After 95 and 00, the new generation of consumers has a relatively high degree of acceptance of new things and new business models.

In particular, they are no stranger to the new mainstream consumer trend "online shopping".

According to "2015 Taobao big data analysis report" shows that the number of users under 28 years old accounted for more than half of the number of users on Taobao network. After 95, although the consumption amount is not high, the number of consumers is already the main consumer.

2, more emphasis on appearance factors

The new generation pursues self individuality and gains the basic interests of commodity function. It also hopes to acquire an aesthetic experience and joyful feeling, showing knowledge accomplishment, life taste and social status.

Therefore, in many shoe purchasing factors, they are more concerned about the appearance design and wearing experience.

The fashionable shoes of the fashionable fashion and young fashion can better reflect their distinctive personality and fashion attitude.

3. Brand preference.

The rapid spread of consumer information and fashion information in the Internet age has made the cognition of shoe shoes brand higher than that of the first two generations after 95 and 00. This is mainly through enhancing the awareness of brands through public media, Internet and other people's introduction, and has a great impact on the future choice of shoes.

They are more willing to spend money on happiness, advocating "consumption is not expensive", "quality and price have both" and "brand and practical regardless of" consumption concept.

4. Community

After 95 and 00, they grew up in the Internet era. In terms of life and consumption, they were more concerned about the opinions and opinions of the network group or community.

Each of them has micro signals and WeChat group. In addition to daily learning and communication, they spend more time in their spare time to exchange interesting and fashionable life. For example, "I bought two pairs of Disney shoes today, and I feel like I am wearing them."

Through text and blueprint sharing to small partners, virtually made brand promotion and brand awareness.

The virtual "small group or community" that pcends time and space through the Internet and mobile Internet is in a sense more focused and precise than the actual consumer segmentation.

Implications for footwear industry

After 95 and 00, its unique growth environment has formed different values and consumption behaviors of this group. "Family values, environmental protection, rational return, outward optimism and experience" are their mainstream consumption concepts.

1, emotional connection

To do a good job in brand marketing of this new generation, we should use their communication mode to establish close emotional connection.

They like to flaunt themselves, value originality, appreciate products with cultural significance, enjoy Internet culture, and enjoy the process and fun of participation.

Therefore, in the face of such groups, the kind of celebrity endorsement ads that just put in humorous or bombardment are not working. They can not see stars because I am a star, and the media expression is the best portrayal of this group.

2, experiencing pleasure

Letting them experience products, experience brand value and experience consumer culture is also one of the important topics of shoe retail terminals.

Remember: they need to have the pleasure of personal experience before deciding whether to deal with you.

Various styles of theme shoe stores and collection shops, large experience places, playing with pleasure while taking away satisfactory products are their consumption intention.

3, innovation and early adopters

This new generation does not like the so-called mainstream, and is more willing to try it on Internet devices, especially mobile APP.

Baidu's research report shows (2015), after 00 is the early adopters, many of the long tail APP applications, its main users are 00, including the now more popular "Meng culture" and "two yuan", the main driving force comes from them.

Therefore, after communicating with the 00, the shoe marketers must identify the fulcrum and pry the explosive force of the group. Instead, blindly cater to the market, it will easily backfire.