Brand Younger Strategy: Why Do Young People Not Buy Your Account?

By the time 2021, more than 70 yuan or more of every 100 yuan of urban consumption had been spent by young people. If our brand marketing did not feel these people, it would be terrible.

More importantly, in this era, young people are much more valued than before. Why?

Because they play different roles in society than young people in the past.

Today's young people play 4 roles.

Angel users: if you like, you are willing to spend money trying.

The main force of consumption upgrading is strong consumption capacity against the economic cycle.

Cultural shapers: beer and skittles, I bring rhythm.

Innovating in business society: the driving force of business innovation

Therefore, brand upgrading must be inseparable from the research and discussion of young people.

But how do we understand young people from the bottom logic?

How do young people read young people?

My suggestion is that the way to understand young people is not to see a phenomenon, to return to their own space to interpret, but to return to the growing environment of young people, and then find the common sense of human nature between me and young people, to understand them.

How do we define today's young people?

They are nomadic youth in the Great Plains.

What era do the young people live in nowadays?

The Great Plains era, that is, it is an endless endless change, opportunities and risks coexist, the predecessors' successful path has been subverted, the new path has not yet been established, the process of centralization is speeding up, and everyone is troubled by confusion and anxiety.

In this era, the past is not reliable, the future cannot be expected, and the present is the future.

When the successful experience of three years ago is no longer reliable today, what will we have left when the future is too fast to predict?

We are standing in this place that has been smoothed out. The old mountains, the center, the streets, the authority, the Gu Di and the edge have been smoothed out.

Your sword four takes care of the heart, and every direction is neither a direction nor a direction. It seems to be right and wrong. This is the living environment of today's young people: a boundless super great plain.

Therefore, we call the young people living in this great plain "nomadic youth".

Their characteristics are as follows:

1. they are not consumers, but they are those who create money.

Today, when you look at the consumption behavior of these nomadic youth, they show obvious characteristics of autonomy, exploration, astute and creativity.

Therefore, please do not use the three word "consumer" to define them, because the word "consumer" has a strong passive and receptor meaning in it, waiting for others to influence it, but should use the "fee maker".

When you want to Amway their products or services, they will have a lot of ability to participate in and create desire.

2., they have strong autonomy.

Nomadic youth are autonomous and have their own strong side.

They are very confident, at least in front of you are very confident, he is very opinionated, he will be responsible for himself.

Because of this, all things in the nomadic youth must be returned to his own value space to judge.

He won't say anything good because he says something good. He says it's good.

He will feel good because it fits himself. This is his strong autonomy.

That is to say, if your brand is to brush authority and brush public sentiment, it will not match today's young people because they are thinking from their own space.

3., they are complex and fragile.

Complex vulnerability is not simply fragile.

Looking at today's young people, they do not have much savings, prices, housing prices, or even a set of rental housing, which may become unbearable pain for them, so they are fragile.

But under such weakness, they are complex.

A young man once told me that he said he had a lot of anxiety and a lot of confusion. I hope someone can give me directions instead of pointing at me.

This is the real state of young people.

What is the difference between pointing and pointing?

Is there any empathy?

Is there any equal communication?

4. they enjoy "living alone".

Young people, they are "living alone".

The more developed social media, the more lonely they are.

There are more friends in the circle of friends. How many of them can drink together when they are depressed?

For them, friends are too far away from trust, too close to injury.

Therefore, young people resist risks and choose a more open and mobile way.

Imagine that if you are a balloon, there are countless ropes.

Every rope is linked to the earth. It is the source of sense of belonging. There are families, ethnic groups, religious beliefs and cities in the rope. Then, these strings are snapped and broken. This is actually the current state of young people.

On the contrary, some young people will say "King glory" gives me a sense of belonging.

Why?

A few people played the qualifying match together, and they said "good night" to each other in the middle of the night. This is very interesting.

On one occasion, I talked with the casual people. They tried to make everyone live together. They wanted to make an open space on the apartment floor, or to make a living room so that everyone could get along well.

But in the end, they will find that these young people spend more time in their rooms, chatting with people who do not know where to use their cell phones instead of gathering in the "living room".

Therefore, it is very important to understand young people accurately.

5., they are individualized nomads.

What does individualization mean?

That is to say, what constitutes modern society is an equal and abstract individual rather than a collective or ethnic group.

Everyone balances between the individual and the collective.

People always live in a pair of contradictions. This contradiction is called "want to be a unique self, and want to be part of a whole".

When you discover that your personality is completely gone, you are anxious; you will still be anxious when one day you discover that you have already had the personality that no organization can accept you.

Who do I want to be?

How should I live?

How do I get along with others?

These problems are peculiar to young people nowadays.

Because when they were young, they didn't think about it. When they were young, they thought more about how to go faster than others when millions of people walked on one road.

After 80 in different places, the north of the Yangtze River goes to Beijing, to the south of the Yangtze River or to Guangzhou, or to Shanghai. They all go to university, Graduate School, job hunting, household registration, marriage and having children.

When they enter a company, they only need to learn how to do things after 70.

However, after 90, it can no longer be so copy.

The old path has collapsed and the world has changed so fast that they do not know how to work hard and do not know where to go.

Look at the little partners around, everyone is everyone's business, and their relationship is not big, they are anxious.

When we throw these individuals on the plains, we know why they are nomadic youth.

How to make the brand younger?

Young people nowadays do not believe in values.

The main group of consumers, young people, has undergone profound changes.

In essence, brand is the cognition of consumers to the products and services provided by the company.

So, under such a big background, how should enterprises upgrade their brands?

My suggestions are as follows:

1. brand role upgrading: from persuader to empathy, and then to fellow travellers.

The first level: persuaders.

The usual practice of persuader is to educate consumers.

The logic behind this is that my products and services are good. I know better than you. I want to educate you, convince you, put something into you, and let you approve of my things and pay.

The reality is that persuader is no longer effective among young people, because their growth environment and their individualized characteristics decide that they will not recognize such a high and low communication mode, and they recognize equality.

The second level: empathy.

Empathy is a step forward at the persuasive level.

But its problem lies in two words: mouth cannon.

This is just like a girlfriend's three words "drinking hot water" when his girlfriend is not feeling well.

Today's consumers want the brand to be successful. They can't just say nothing.

The third level: fellow travellers

Co traveler is the best form of brand role.

The relationship between travellers is in line, that is, you must have empathy, which is the most basic, and then reflected in your actions, you must not just stay in your mouth.

Take an example of a traveler: Keep's advertisement.

Keep said, "self discipline gives me freedom". If there is only one sentence, it is empathy, but Keep also tells you that my APP can help you do that. This is the same person.

2. brand value upgrading: weakening the traditional indicators such as goodwill, reputation and so on.

Old indicators are not applicable. Today's consumers are individuals.

Reputation and popularity are the statistical results based on the whole.

Today's consumers are more concerned about autonomy. He will return to his own space to judge the value.

What the individual needs is relevance. They will think about it. What does your brand value have to do with me?

They rely on this brand and their relevance to judge, not to see how loud you are, how powerful the stars are, not how much authority you have behind the endorsement and platform, but how strong it is to me.

Is there any connection between us?

If not, then I choose to ignore it.

Consumers have evolved the ability to ignore 99% of advertising.

One thing that marketing people will talk about now is that "everything is a media" and there are advertisements everywhere.

But the problem is that when everything is in the media, people will evolve an ability to ignore 99% of advertising, and the end result will be "everything is medium" and "everything is nothing".

3. brand communication upgrades: young people do not believe in values propaganda, they believe in sincere and complete people.

The mainstream way of brand communication is value orientation.

But the biggest problem is that today's young people do not believe in publicity.

What do the young people believe now?

People believe in honesty and integrity.

People need to build all aspects of their needs, including PR, advertising, products and experience. Every aspect must be constructed around a value concept, which can be called real "values" at this time.

Here is an example of Innisfree, which is a Korean cosmetic brand.

I had talked with a young man, and I was impressed by her original words. She said that Innisfree's experiential shop is especially good, and the pools that wash their hands are made of logs, especially in accordance with the brand's tonality and definition.

Through these sentences, what I see is that young people will not feel your natural herbaceous because your Logo is writing natural herbs, but it will be perceived through your products and storefront.

4. brand building and upgrading: the best correlation is symbiosis.

Who does the brand belong to?

Brand belongs to consumers.

What is the anchor point of brand value?

The value anchor of a brand comes from your relevance to its life and culture.

So what is the best correlation?

The best correlation is mutual symbiosis.

Therefore, we must discard a recognition that brand building needs to be done by the brand itself.

Looking at the good brands that we are doing now, we will find that they are very open when they create brands. They are open to consumers and partners in culture and ecology.

Looking back at 2018, many people start to make joint venture and create together. Once the joint consumers do so, there will be many new experiences that make consumers feel valuable. These experiences exceed consumers' expectations.

A very good example is Taobao's creation Festival. When different groups do activities on a platform, cultural ecology is formed between the brand and the consumers.

Finally, talk about the cognition of marketing.

Kotler, the father of modern marketing, said, "the market will always be faster than marketing". This should be the heavenly line that every marketer should bear in mind.

Then, how can we find a way out for marketing under the premise that the market environment has changed?

I think there are two key words: rationality and sensibility.

Reason: returning to the essence of marketing

The essence of marketing is to focus on consumer value, that is, I want to discover consumer value, create consumer value, pfer consumer value, and establish a relationship based on this value with consumers.

Sensibility: a sense of value to the consumer

For example, when you talk about the difference in the brand, I say the difference is wrong. The three - stream talent will tell you that you want to do brand differentiation. What is it?

Call consumer value differentiation, your differentiation should be based on consumer value, but this is only a second class teacher's view. A first-class teacher will tell you to add another word: "feeling".

Can you give him a sense of difference in consumer value?

Can you let consumers perceive it?

For example, there is an instant noodle in Japan, which presses a groove in the middle of the round pancakes, so that you can make an egg when you are making instant noodles. After the bubble is done, it is a sun type. At this time, you may go to the circle of friends: "I have soaked a sunegg".

That is to say, product innovation must return to the consumption scenario and be perceived.

To sum up, only by understanding "reason" and "sensibility" deeply, can you find the best way of marketing and go with young people in the changing era.