What Drives The Rapid Iteration Of Young Consumers' Cognition?

According to the world clothing shoes and hats net,

The industry is chasing young consumers crazily, but this group of 90 after 00 consumers preferences are unpredictable.

Survey data show that they are now facing the international market.

The interest is gradually decreasing and turning attention to domestic products.

According to the latest report released by CBNData, the first financial and business data center, with the continuous upgrading of consumption, high-end products of domestic products are rising vigorously.

Home products and other consumer related areas, China accounted for more than half of the market.

Data show that the consumption of imported products in coastal areas such as Shandong and Fujian has increased, while the growth of Beijing and other traditional cities and developed areas such as Jiangsu, Zhejiang and Shanghai has been limited.

This shows that consumers in the developed areas closer to consumption upgrading are turning to domestic brands.

Subdivided into the clothing industry, the domestic young consumers after 90's 00 years are gradually declining in interest in Zara, H&M and other international fast fashion brands, but they are more interested in domestic clothing brands.

As for the clothing market, the rapid rise of domestic clothing brands also confirms this conclusion from the side.

In the Tmall double 11 official explosion list, women ranked second in MO&Co., while DAZZLE, La Shapper, Eve, Bago, Europe, Taiping and other domestic clothing brands ranked the top.

Men's clothing brands ranked first in the wave brand STAYREAL, and the top ranked Hai Lan home, Metersbonwe, Semir, Mark Ed Faye and so on are all domestic brands.

It can be seen that domestic clothing occupies a large part in the shopping cart of the 467 million online shoppers in China.

In the field of cosmetic, young consumers no longer focus on some international brands, but begin to focus more on the smaller cosmetic brands, such as European and American cosmetology brand, organic essential oil brand or medical beauty brand.

The beauty brand of the national products, such as the hundred antelope, has also made constant noise in the local market by means of innovative marketing methods and high performance price ratio, and has gained high recognition in young consumers who are accustomed to using social media.

The conclusion of the data is surprising to many people, because in the early days of luxury brands and fast fashion entering China, the consumer market has reached a high level of freshness and loyalty to international brands. It has long been at the door of luxury stores and has been crazy about logo, but that is the past 10 years ago.

What drives the rapid iteration of young consumers' cognition?

Some analysts believe that since the beginning of childhood to receive relevant information of international brands 90 after 00, international brands can be said to be commonplace.

Most of their consumers have superior economic conditions, and buying international brands is within their capabilities. Therefore, their parents' sense of international brand is not new.

The younger generation who is eager to get in touch with the new information is more interested in exploring the niche brand.

On the other hand, CBNData data also show that the younger generation is losing interest in standardized products, and prefers personalized products.

It seems more important to be different than to look expensive. In the final analysis, it is because the new generation of values has changed dramatically. The symbol of "cool" has been elevated to an unprecedented high position among young people.

Many domestic clothing brands also aim at the psychological needs of young people, starting from "cool" and "personalized" as the starting point of brand positioning.

The most typical clothing brands in China are MO&Co. and Pacific bird.

MO&Co. brand is the first clothing brand in China to play the slogan of "young cool girl". From design to inviting the international personality supermodel Freja Beha as the advertising image, the brand has now become the most successful and most popular brand of women's clothing in China. By the end of 2016, it has 600 entity stores in Greater China, and has 6 direct outlets and 36 wholesale business customers in Europe, Paris and London. With online e-commerce, the brand annual sales volume reaches RMB 2 billion 400 million yuan.

MO&Co. brand is the first clothing brand to play the slogan of "young cool girl" in China.

A series of pformation measures of Taiping bird in recent years are also considered to be typical of the upgrading of domestic clothing brands.

Taiping bird's radical pformation has surprised many people in the industry. When many brands began to pay attention to the post 90s, Taiping bird directed the target group directly to 95, and at the same time gave up many traditional advantages to advance the potential market after 95.

In May this year, Taiping bird 2017 autumn and winter release show, from star guests to Xiu Xiu model, is a young face after 90.

The picture is the 10th anniversary big show in the PEACEBIRD MEN pformation of the men's clothing brand under the Taiping bird's flag

Last month's men's clothing brand PEACEBIRD MEN 10th Anniversary Show, street style design is obviously also targeted at 95 male consumers.

Many people in the industry rated the show as "bold".

Just 10 years ago, PEACEBIRD MEN was still in uniform dress.

But the development of traditional business men's clothing market to 2008, the competition has been very intense, and the development space is very limited.

Since then, PEACEBIRD MEN has brakes in time, opening the road of younger pformation.

Zhang Jiangping, chairman of Taiping bird group, said, "we will shut out the original consumer groups unless they change with us."

From this perspective, the premise that young consumers like to change is the fast turn of domestic clothing brands.

More and more traditional costumes with channel advantages and familiarity with the domestic market are willing to invest in brand upgrading, providing young consumers with an alternative to international brands.

By contrast, some brands eager to win the trust of young consumers are too impatient.

In fact, the first group of 90 people is already 27 years old. Consumers of this age group have cultivated more smart consumption habits and rich shopping experience.

In 2017, known as the first year of consumer promotion, young consumers are closer to the increasingly active consumption upgrading market with the help of the Internet. Therefore, they will pay more attention to the price performance of products and the products themselves. They know the brand premium of products clearly, so they make more rational decisions on consumption.

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At the same time, compared to traditional advertising, the effect of word of mouth marketing and KOL taking goods is more convincing than that of young people.

With the development of mobile Internet, the curiosity of consumers to celebrities has long been not only entertaining news, but followers are following closely behind every spotlight.

The self brand brand of the Internet redactor and KOL has also attracted a large number of followers. In the golden age of China's net red economy rising, net red, represented by Zhang Da Yi and Sydney, is making its career bigger and bigger.

They rely on various platforms such as micro-blog, WeChat, live broadcast and Taobao to make cash realisation more direct and large-scale.

Zhang Dayi launched the clothing brand Jupe Vendue, thousands of pieces of new frequently robbed, at the end of last year, Zhang Dayi began selling lipstick, sold 20 thousand in 2 hours.

People often ask who is buying the product of net red crazily.

In fact, a large proportion of these consumer audiences are young people after 00.

Similarly, the domestic dress brand JNBY, which emphasizes individuality, weakly labelled and self defined, has attracted many young fans.

"Loyal fans are the biggest intangible assets of JNBY", CFO Frank Zhu of Jiangnan Buyi group told reporters earlier.

By the end of last year, the group had more than 1 million 600 thousand members, of which WeChat fans account for more than 1 million 100 thousand. In 2016, the number of active members exceeded 230 thousand, and the total number of customers who had purchased more than RMB 5000 reached 113 thousand, and their retail sales reached RMB 1 billion 330 million yuan.

It may be said that the products selected after the 90s and 00 will no longer be divided by national boundaries, and the values of products will beat the boundaries of the products.

As long as products are cool enough to be personalized, they are willing to pay.

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