How Did Mainstream Consumer Groups Change Their Brand To Attract The Millennials?

Millennial generation, the generation born in the early 80s to 2000, is increasingly becoming the core user in the eyes of businessmen. They may not be very different, nor do they like that kind of nakedness. So, those young people who cried out to serve their brands, retailers and retailers began to make a difference.

1. seize the time when young people are stolen: Social Media

According to a report released by DDT and market research firm GlobalWebIndex, 1 minutes of Internet usage every 3 minutes are used in social media and instant messaging. The average daily activity of 16-24 year olds was 2 hours and 40 minutes.

Young people have 1/3's network time spent on social media. Therefore, businesses first borrow routes. Internet celebrity KOL bloggers like beauty bloggers.

For example, Kardashian's sister, Kylie Jenner, has 76 million Instagram followers, and the online distribution of her make-up brand Kylie Cosmetics can always be sold out every time the new product is sold. Taobao shop has set up a net red Zhang Dayi with a turnover of nearly 20 million yuan in 2 hours. She can get thousands of forwarding and comments on micro-blog's social media Po photos, and it can also seamlessly link to Taobao stores, and the conversion rate is not bad, or simply sell directly to Taobao live.

Kylie Jenner has been promoting its new products in INS, with nearly 1 million 40 thousand praise and 25000 comments.

2. using technology to enhance physical store shopping experience

Will you compare the price of a product online or be frightened by an overzealous salesperson in a physical store? Or do you think it is too troublesome to try?

Perhaps, as a result, many brands are starting to make articles on physical stores, trying to make them more intelligent.

For example, the introduction of silk. Smart cosmetics shop SephoraFlash, the store also has test makeup "magic mirror" and monitoring perfume fragrance IQ and color IQ device, etc., consumers can directly purchase or online order in the store. The mirror in the fitting room is also used as an article. This smart mirror can read the clothing information and display it on the touch screen (that is, mirror).

But this mirror is not cheap. It costs about 25000 dollars a piece.

3., what makes a lot of people resonate?

According to a bit of information, 1 of almost 10 of 18-24 year old users are spokesmen for two yuan, housing and corruption. Therefore, many brands have begun to close to two yuan.

Among them, Xiaomi has cooperated with two virtual idols in the future this year; the United States has collaborated with the US girl soldiers; UNIQLO's theme of UT this year is Nintendo, and the protagonist will be the works of Nintendo, such as Marie, a plumber, and many other domestic and American beauty brands choose Pocket Monster ("elf treasure dream") to brush sales.

Millet future music suit

The first of the UT design competition of UNIQLO

In addition, the McDonald's in the fast food industry has also chosen a two - time work, "Full-time Master", who broke the curtain on the first day and broke through 500 thousand.

McDonald's implanted lens in "full time expert"

4., when you are tired of your own land, you always want to cross the border.

Recently, there is another trend that the clothing brand crosses the boundary to the beautiful make-up. Before that, many brands have already done so. However, in April of this year, Chanel launched a 12 day coffee shop in Shanghai, attracting many celebrities and celebrities. At the same time, many young consumers went to the scene to busy themselves and try makeup. In addition, IKEA and Muji have also crossed into restaurants, and the two have launched their own restaurants.

Beauty and coffee shops seem far apart, but as long as there are common audiences, most of the spans are available. In addition, cross boundary should pay attention to social sharing. Chanel's cross-border coffee shop also implies certain social sharing attributes. Due to the uniqueness of store timed and brand crossover itself, the store will attract a large number of consumers to explore in a short time, and most of them will also take photos in social media uploads.

The picture is from the ideal living laboratory, CHANEL, a coffee shop in Tokyo, Japan.

5. emotional marketing

Similar to the previous use of the brand Two dimensional marketing This time, businessmen use emotional marketing. The two cases are similar principles, that is, people will like something more similar to themselves.

For example, the bereavement of tea in a circle of friends, with a very mourning name and a very bereavement copy. It has a total of 6, it seems to be talking about the common troubles of young people.

"You are not nothing, you are sick, oolong tea", and the copywriting "all over the body failed to pass the depression test, except for the cheerful stomach all day long".

In addition, there are also some cosmetic brands that are trying to do emotional marketing, such as Clinique's Happy perfume, Benefit's Dr Feel Good bottoming cream, and Mood Cream (emotional cream) that can change different colors.

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