Can The New Generation Of Stars Make The Brand More "Out Of The Circle"?

Youth is an inevitable proposition, especially for the fashion industry.

Nowadays, the leaders of the consumer market are no longer the Post-70s or the post-80s, but the post-90s and post-00s with avant-garde ideas. Their consumption mode and thinking can be said to dominate the marketing direction of the brand, because only by catering to this trend can we obtain a larger market, both at home and abroad.

At that time, when the light chemical industry began to penetrate into the streets, all kinds of trends and unique aesthetic preferences changed, so the only way for brands to lead to a wider curve was to be younger.

In other words, when they are familiar with the Internet shopping mode, that is to say, when they are familiar with the Internet shopping mode, that is to say, when they grow up in the Internet, they are often influenced by the Internet shopping mode.

Although the "fan economy" has existed for a long time, its performance has not been very obvious. As the post-90s and post-00s have gradually become the theme of consumption, this phenomenon has been expanded several times. We should start with whether consumers need to learn from the information about whether they are suitable for consumers and whether they need to buy new products or not.

The power of flow

When the traffic enters the 2.0 era, the brand endorsement strategy has also experienced a corresponding change.

Because if we want to grasp this part of the market economy, the brand must rethink its positioning and brand communication strategy. In the current fashion industry, which is dominated by traffic, it is also necessary to embrace the stars and KOL influence in the era of traffic, so the new generation of stars with great flow will appear on the stage.

We can actually see that brands are starting to use the new generation of stars as their spokesmen. Last year, luxury brand Prada signed a traffic star Cai Xukun as the spokesperson for China. At that time, Cai Xukun was considered as a domestic super traffic star. The combination of the two has caused a great topic. At present, the number of official microblogs forwarded has exceeded 1 million, and the number of comments has reached 307000.

Similarly, Tiffany, a jewelry brand with a history of more than 100 years, announced in June that the new generation of star Yibu Qianxi was the spokesperson of brand T. the official publicity and forwarding volume of microblog exceeded 1 million +, the number of comments reached 360000, and the reading volume of Tiffany, the topic of microblog, Yibu Qianxi, reached 830 million.

The number of fans will increase by 3.75 million. Fans said on the Internet: "in the past, I might have looked at these brands, but now that I like" Aidou "as a spokesperson, I will choose to buy them."

Maybe "this is the power of flow.".

Taipingniao and L'Oreal all announced that after 00 artist Ouyang Nana became the latest brand spokesperson; Li Ning and Maybelline Maybelline signed with Hua Chenyu as brand spokesperson; new balance announced actor star Zhang Zifeng as brand spokesperson... Everywhere, it can be said that the new generation of Mingxing is gradually replacing the old generation.

In fact, from the spokesmen that brands choose now, we can see that the new generation of stars are the first choice to speak for. In addition to the fact that these stars can bring traffic to the brand, it is more important to cooperate with them to conquer the dominance of the consumer market - the post-90s and post-00s, and open up the market of millennials and z-generations.

Think like new consumers

When targeting a new generation of consumers, think like them.

In addition to traffic, brands want to convey the "younger" signal through spokesmen, because "Youth" is an important element to enter the new generation.

As taipingniao said, "cooperation with Ouyang Nana's spokesperson is not only a" double exposure "of brand popularity and volume, but also a" in-depth "interpretation of the brand through Nana's image and temperament, so as to accurately convey to young consumers what kind of brand taipingniao is."

The new generation of stars can directly bring traffic to the brand, increase the brand's exposure, and also provide convenience for the brand to open a new generation of consumer market more quickly, because behind each popular new generation star, there is a huge new generation consumption circle with amazing purchasing power.

Just as Tiffany, an "old brand" with a history of more than 100 years, announced the spokesperson of e-commerce Qianxi, which directly indicated that this old brand was an important attempt to inject young blood, and also prompted the product to attack the new market. Reed Krakoff, the artistic director of Tiffany, also mentioned that the new spokesperson should not only guide the women's market, but also fully open the men's jewelry market to catch the commercial express of the younger generation of consumers.

Rejuvenation is a multi-faceted and challenging word. Brands need to have insight and grasp what young people really need. They should not just show the signal of "I am younger". In fact, they can only rely on their own opinions to establish a deeper connection with the product itself, rather than to establish a deeper relationship with the product itself.

"Consumers will also" age "with the growth of age. The popular things, consumption habits and life attitudes of the post-80s and 90s will be replaced by the Internet digital natives of generation Z. brands are also always alert to the word" aging ". When the once young consumers are old, they should open their arms to meet a new group of young people." Taiping bird to China service network said.