Focus On 260 Million Young People And Guide The Rise Of China'S Tide Brand

The change of young people has attracted the attention of more brand businesses.

At the 2021 Yabuli China entrepreneur forum, "pig king" Liu Yonghao said bluntly: "consumers have changed. The post-90s and post-00s have gradually become the main consumers. Their consumption scenarios and consumption channels are completely different from those in the past."

On the same occasion, Wang Ning, founder of bubble mart, expressed this change more specifically. "The difference between contemporary consumers is that they have become small tribes, each with its own" social currency. ".

In Wang Ning's opinion, different tribes have their own "social currency" to solve social needs, show off needs, meet needs and collect needs.

Consumer tribalism is a unique phenomenon of new consumption, which has a profound impact on consumers, brand businesses and platforms.

The question is, how can China's trendy brands, which focus on and lead young people, respond to this change?

　　 01 The tide rises

Wang Ning's "contemporary consumers" refer more to the Z generation group that bubble Mart cuts into.

The so-called generation Z can be roughly defined as those born between 1996 and 2010, including those born after 95 and after 00. According to the National Bureau of statistics, there are 264 million people in generation Z, accounting for about 19% of China's current total population.

The key point is that most of generation Z in China are only children. Compared with those born in the 1970s and 1980s, they have more personality and love freedom. However, the loneliness in the process of growing up urges them to seek more identity through Internet channels.

According to soul's generation Z social report, nearly 90% of generation Z users feel that their circle of friends is narrow, and they hope to expand their circle of friends through social software.

The rapid development of the Internet has helped the Z generation to be tribal. Relying on consumer insight, algorithms and AI technology, the Internet head platform can not only make them "almost zero time difference" with the most cutting-edge international sports, entertainment and fashion information, but also help them quickly find their own community.

Just as a fan can quickly join the "rice circle" through microblog "square" and "Chaohua", as well as star support groups, studios, official micro blogs and other channels, a generation Z consumer can also find its own circles, such as chaoplay circle, E-sports circle and Hanfu circle, and participate in the establishment of a certain order of community.

Don't underestimate such a circle, its consumption power is amazing.

According to the media, as it happened to be born in an era of rapid economic growth in China, with abundant material life and more intergenerational wealth inheritance, the consumption capacity of generation Z cannot be underestimated. According to Tencent's data in 2019, the latecomers of generation Z contribute 40% of the overall consumption.

Take Hanfu, Lolita skirt and JK uniform, which are also known as the "three sisters of bankruptcy", as an example. In 2020, Tencent released the "Post-00 interest report" that these three occupy the top three hot topics of generation Z, and 62% of the post-00s "are willing to invest more time and money in their fields of interest".

The real gold and silver were smashed after 00:00. According to it orange data, the overall market size of Hanfu, Lolita skirt and JK uniform will reach 13.52 billion yuan in 2019 and 16.957 billion yuan in 2020, and the market growth rate will exceed 20%.

In addition to the "three sisters of bankruptcy", the pursuit of fashion brand clothing by generation Z also brightens many brands.

In the face of generation Z, Ali's mother, m insight, once pointed out "five consumption truths" in his "double 11 investment guide", and the first one is "catching up with the tide". When consuming, generation Z is more personalized and willing to express its attitude by catching up with the trend.

It is worth noting that this is not only a way of consumption, but also the young people's consumption sovereignty is fully demonstrated, and thus guide the brand to seek innovation and change.

For example, goto brand from Guangzhou launched a shoe storage box for fashion shoe lovers. In the process of marketing, they found that consumers tend to have a complete set of shoe repair solutions. Later, the shoe storage box is no longer limited to the storage of shoes, and new species such as blind box handmade have given birth to more possibilities under the promotion of the younger generation.

Chen Zi Neng, the founder of goto of generation Z, admits: "it is users who teach us to develop products." It took goto only one year to settle in tmall to become the top 1 in the subdivided industry.

The trend has come, whether or not to enjoy the huge dividend brought by generation Z consumers is the key issue of China Tide brand.

　　 02 Enter the circle

A marketing report points out two key points of circle marketing, one of which is to "create brand culture and promote the integration of circle culture". In other words, brands need to be "in the circle.".

In fact, many brands strive to attract a certain circle of people, among them, Li Ning's playing method is quite typical.

With the help of "Dongfeng" of Guochao, Li Ning constantly adjusted its business strategy and gradually focused the main consumers of the brand on generation Z.

The research of Zhejiang securities shows that the main consumer group of China's Li Ning is 18-25 years old. The recognition of China's Li Ning after 95 and 00 is significantly higher than that of other age groups. The pricing of China's Li Ning is also between 1300 yuan and 1400 yuan, which helps Li Ning brand to return to the most central business circle of first tier cities.

This change, thanks to Li Ning's attack on different circles of young people, the performance of E-sports circle is the most eye-catching.

According to the "report on generation Z circle consumption" released by the first finance and economics business data center and tmall and Huya, more than 60% of E-sports enthusiasts are generation Z.

Because of this, in 2019, Li Ning holding company Feifan sports spent hundreds of millions of yuan to acquire snake, the hero League club, and renamed it "LNG E-sports club". Meanwhile, chaopai LNG, which was hatched in Fanfan China, also adjusted its focus and aimed at z generation group.

Analysts compared the clothing when LNG was just launched in 2010, and found that it was quite different from today's brand concept and Design: Previous LNG focused on the design of integrating sports trends and outdoor scene elements, while today's LNG focuses more on the content expression of products, and strongly conveys the e-sports, function, Y2K art and secondary meta culture loved by generation Z groups.

"With the help of product content expression" is indeed a distinct strategy of LNG.

In an interview with the new retail business review, Yu huishuang, general manager of LNG, revealed that several product lines of the brand are based on the ACG culture loved by the Z generation group, and are directly presented in the product details.

In collaboration with Japanese animation "ghost blade", which is popular among young people nowadays, Yu huishuang's team abandoned the "traditional method" of pasting relevant pictures on clothes, and instead infiltrated cultural aspects such as blood and craftsmanship spirit behind the back into costume design and re creation. For example, the pattern of the sword handle of "ghost killing blade" was designed on the fabric, Let the factory carry on the custom craft, thus forms the design unique product.

These methods have been very effective. Once the co branded products of LNG and "ghost killing blade" were launched this spring, they were sold well.

Yu huishuang said: "LNG is still in the stage of" brand building ". The goal is to quickly" establish "the gene of the future trend" leader "of LNG brand in the minds of generation Z. the brand content and product output can trigger their emotional resonance and enter their circle."

For brand entry, fashion brand FYP, which focuses on street concept, also devotes great efforts to its products. By analyzing user preferences, improving products and updating iteration, they integrate rebelliousness into the design of street outdoor products which were more practical in the past, and continuously output the trend culture and brand values of "we are who we are".

Like other fashion brands, LNG and FYP have established emotional resonance with generation Z, especially a certain "tribe", by launching joint brand products and launching special plans, so as to release their consumption power.

For consumers, purchase means expression and consumption means attitude; For brands, it is the most challenging place to find the meeting point with consumers, accurately locate and present their own unique cultural expression.

　 　03

Out of circle

According to the marketing report, the second key point of circle marketing is to "lower the threshold of circle culture and take" out of circle "as the core goal

However, the new retail business review interviewed a number of brand businesses, most of them pay more attention to whether they can really penetrate into a certain circle, so that they can accept, love and even spread themselves, "out of the circle" will be a natural thing.

Yu huishuang analyzed and said: "the so-called out of circle or broken circle, more accurately expressed, is not to break through one's own circle, but to attract people who do not belong to this circle to this circle through its unique emotional value gravity. This should be a process of" expanding the circle ". If people outside the circle are attracted in, the circle will naturally expand gradually."

In fact, the "supreme" street fashion brand supreme is just like this. On the one hand, it attracts young people's attention by expanding the circle of "everything can be trendy", and on the other hand, it relies on many global fashion celebrities, stars and online celebrities to act as "walking billboards", attracting consumers all over the world.

Supreme's attack on the international market has contributed greatly to the increasingly developed Internet. In China, the development of mobile Internet can be regarded as the world's largest, and has "added wings" to the brand circle.

An interesting example comes from coco, the owner of Taobao after 00. She changed from selling wigs to selling Lolita dresses. On one occasion, on social media, a buyer posted a video of picking up plastic bottles wearing their clothes. As a result, the "fire" attracted more netizens to place orders, and the clothes in the store were sold out.

As a shopkeeper, coco called the experience "misguided.". It is closely related to the traffic brought by contrast, but she believes that for secondary products such as Lolita skirt, "good design is the core code of blockbuster".

Zunhage, the manager of FYP, holds a similar view: "in the final analysis, as a brand, innovation and quality are the core competitiveness."

Allan, director of new sharp brand PSO brand, also said: "online, consumers' word of mouth and consumers' purchase are based on quality. People can't pay for a bad T-shirt or a bad pair of pants. For loyal consumers, we need to reflect the sincerity of the brand with good quality. "

Quality is the "basic plate" of chaopai, which has become a certain consensus. Chaopai constantly improves its "core competitiveness" such as innovation ability and quality, with the purpose of strengthening the activity and stickiness of consumers, which cannot be separated from the empowerment of the platform.

In this regard, tmall relies on its nearly 200 million z-generation users and consumption insight to improve the brand volume and expand sales volume of chaopai brand. It also promotes its exit from the circle through live delivery and node promotion. It also shows its super strong brand business ability from store fans to brand members, and the second growth curve is rapidly established.

The latter is the private dividend most favored by brands. According to media reports, as of June 16, brand merchants have added nearly 60 million members during June 18 of this year, and more than 50% of the transactions of some brands come from members. Tmall flagship store has become the private domain of * *.

It is not only brand empowerment, but also the main driving force of China's chaopai ecological construction.

Since 2011, evisu, it, AAPE, carharrt WIP and other heavyweight brands have successively landed on tmall; In the summer of 2016, Chen Guanxi took his chaopai clot into tmall, and domestic chaopai such as pan Weibai, Li Chen's NPC, a Xin, and illustrator buerliang's STAYREAL also set up their online flagship stores in tmall.

In the past two years, luxury has poured into tmall. Balenciaga, Kenzo, acne studio and others have come in succession. Bape, undefeated, thrasher and others have joined hands with tmall to speed up the online development. With more than 5 million loyal fans and originated in the United States, sneaker con, which is the "strongest shoe show on the ground" originated in the United States, not only settled in tmall, but also jointly launched a sneaker trend exhibition with tmall, setting off an upsurge in China.

On the eve of 618 this year, canotwait and ykyb, the main brands of Chen Weiting and Huang Zitao, also entered tmall, competing with more than 1000 fashion clothing brands for 6.18.

In this way, the circle culture created by the joint efforts of generation Z consumers and chaopai merchants, together with the platform culture of tmall, will boost the 100 billion tide brand market to advance and break the circle.

Allan admits that it is relying on the perfect ecological content system of Taobao and tmall that PSO brand has been able to gain the brand influence continuously“ So far, there are more than 2 million fans in the whole network, and the annual sales volume of single products is more than 2.5 million. "

So far, generation Z consumers, tide brand and platform constitute a virtuous circle.

The original driving force of "Circulation" is obviously the demand of young people, but this demand, changeable and perceptual, is always testing the innovation ability and strategic determination of the brand.

At the Yabuli China entrepreneur forum, Wang Ning imagined that the trend of consumer tribalism would lead to obvious changes: "every small category will have a very great company, and each small category can have its own very high degree of user love."

Which brand will stand out? Time will tell.