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    Home > Coatings News > Paints and Coatings Market > Marketing: how to grasp the heart of the post-90s? Post-90s marketing communication logic

    Marketing: how to grasp the heart of the post-90s? Post-90s marketing communication logic

    • Last Update: 2020-04-03
    • Source: Internet
    • Author: User
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    Core tip: do you understand the post-90s? The post-90s generation, which grew up in the environment of globalization, complete market economy and Internet, has distinctive characteristics different from the Post-70s and post-80s generation They have a strong sense of self, despise authority and don't like to follow blindly Traditional marketing strategies are often not suitable for them, which put forward new requirements and opportunities for the brand Which is the price of Dajin diatom mud Recommended brief introduction: which is the price of Dajin diatom mud? How to buy genuine diatom mud? Guangdong diatom mud agent suggests placing a basin of cold water in the air conditioning room, so that the diatom mud wall can breathe effectively The feature of the breathing wall is obvious When the indoor air is dry, the diatom mud wall will release the absorbed water quickly Put it out to help regulate the indoor dry humidity It is suggested to place a basin of cold water in the air conditioning room, so that the wall of diatom mud can breathe effectively The feature of the wall that can breathe is obvious When the indoor air is relatively dry, the wall of diatom mud will absorb the water Paint Home News: do you understand the post-90s? The post-90s generation, which grew up in the environment of globalization, complete market economy and Internet, has distinctive characteristics different from the Post-70s and post-80s generation They have a strong sense of self, despise authority and don't like to follow blindly Traditional marketing strategies are often not suitable for them, which put forward new requirements and opportunities for the brand How to do post-90s marketing well? We put forward five marketing strategies for the post-90s, hoping to help you understand more about the post-90s "If you carry it, I will feel nothing" and "pretend to be forced" have become one of the most commonly used phrases of the post-90s A less elegant word indirectly reflects the characteristics of the post-90s The post-90s don't regard themselves as "authority", of course, they don't like others to flaunt "authority" and don't like others to "look down" on themselves Direct, perceptual, playful and colloquial communication is the favorite way of post-90s Traditional brand communication is often used to transcend daily life, like to show the perfect side of brand products to consumers in a symbolic way This way often makes the post-90s feel "insensitive", or it seems too "forced" For post-90s communication, brand first choice should be to truly understand them, deeply grasp their hearts and "language", and use their language to say what they want to hear / say "Can you play with us" is the key to communicate with the post-90s Coca Cola's "nickname bottle" gained great influence once it was launched Using coke bottle as a medium to "play" with young people, saying their language is the key to its success At the same time, the post-90s generation are "living in the present" In the face of all kinds of heavy pressures in the current society, things that are too far away, out of control or temporarily inaccessible will not be recognized by the post-90s, only lead to their boredom The various dreams and ambitious life plans in the traditional brand communication mode are not applicable to the post-90s because they believe that "this is not my current life" Therefore, the brand should learn to start from the daily life situation of the post-90s, so that they can feel that the brand can bring beauty to my current life or help me achieve a short-term goal that can be touched "Small and beautiful" experience "practical", "diversified choice" and "low price" are the main means for many brands to attract consumers in the past In the past when the material level was not so developed, it was indeed an effective way to attract the post-60s, Post-70s and even post-80s who had not so high demand for quality of life As for the post-90s who grew up in the era of rapid economic and cultural development in China, they obviously have higher requirements for the quality of life From the material point of view, post-90s pay more attention to the high quality of products and experience details To grasp the details of brand and experience is the key to win them, not the size of brand awareness A "small brand" that pays attention to experience is more persuasive than a big brand that doesn't pay attention to details in the process of marketing communication From the emotional perspective, the post-90s generation is a more "emotional" generation, and has received higher education They pay more attention to the emotional and cultural significance behind brands and products In the process of marketing communication, the brand needs to do "more distracted" and more delicate communication Through the way of "story telling", the post-90s' emotional resonance to the brand is aroused Of course, in this process, the brand needs to achieve a reasonable match of brand positioning, brand personality and emotional content positioning, which can not be ignored for the purpose of "emotional pleasing" Entering the "circle" and "subculture" of 90, the so-called life style refers to the specific needs of consumers for life under the comprehensive effect of values, life concepts, life habits and consumption culture, which can reflect the unique life characteristics and value orientation of the group As a more personalized generation, the post-90s' lifestyle is more unique and distinct The post-90s generation, who grew up in the virtual world of the Internet, are afraid of loneliness They are more eager to find a sense of existence and identity in the "circle" They like to build their own "circle" around their lifestyle and interests, and find a sense of belonging, respect and achievement in the "circle" culture (such as street culture, secondary culture, small fresh culture, hippie music party, geek circle, etc.) It's really hard to impress them with something that's not a "circle." In order to achieve more accurate and moving marketing for the post-90s, brands should first understand the "circle" and "subculture" of the post-90s in depth, and not only focus on the "personality publicity", "rebellion" or "non mainstream" of the post-90s On this basis, around different cultures and lifestyles, tell brand stories and show the resonance of brand and specific subculture For example, the trendy brand supreme, which is popular among the post-90s in China, takes the skateboarding rising in New York as the main axis, attracting famous skateboarders and street artists to meet in the shop of supreme Gradually, supreme has become a street trend brand representing New York Street subculture, and then a world famous trend brand In contrast, there are many fashion brands for young groups in our country, but they often rely on style imitation and low price to survive, ignoring the creation of culture and lifestyle, which makes it difficult for brands to achieve qualitative development It's not only "fun" and "cool", but also a little "deep" In the eyes of many people, the post-90s generation seems to stay in the student era and adolescence forever Their personality is publicized but their thoughts are empty Entertainment is all they have Many brands assume that fun, funny and cool are all elements of post-90s marketing This is clearly a bias The post-90s who grew up with more education in the free internet culture environment are more independent thinking generation, but they have a way of expression that others can't understand - "I don't have content, or you don't understand me?" In the process of group marketing communication for the post-90s, "fun", "fresh" and "cool" are not all in content and form Brands need to stimulate the post-90s to think and discuss through "in-depth" content, so as to arouse their resonance Of course, the so-called "depth" content does not mean to "pretend to be profound", but to express with the help of the languages and symbols of the post-90s As the world's most influential youth culture media with a market value of US $2.5 billion, vice has been worshipped by the global trend youth including China, and has realized great commercial value In addition to focusing on the distinctive positioning of subculture and the novelty of content, providing enlightening content, and arousing the thinking and discussion of young audiences, the key to the success of vice is that it has a large number of fans, just like the slogan of vice China: "refuse boring information" The post-90s generation of "duality" is a generation growing up with ACG (comics, animation and games), "duality" constitutes the childhood life of the post-90s, and is an important carrier for shaping their pre adult world outlook Facing all kinds of problems of "three dimensions", the post-90s who like fantasy but can't help will find a "perfect" state in the world of "two dimensions" A deep understanding of the "second dimension" is an important prerequisite for the brand to do well in post-90s marketing A marketer who doesn't know "ab station" (Acfun and BiliBili, two big bullet screen stations in China) is difficult to do a good job in post-90s marketing Brand needs to understand not only the meaning of two dimensional culture, but also the symbols and language in two dimensional world, understand what is the "high point" and "tears point" of two dimensional crowd, and learn to convey brand information with the help of two dimensional symbols Today, more and more brands begin to use the second dimension to carry out young group marketing For example, the cooperation between Air Jordan and the famous cartoon series "dunk master", chanel and "pretty girl warrior" and Gucci and "JOJO wonderful adventure" have achieved market success Home of coatings is specialized in coatings, diatom mud, paint coating, coating technology, fire retardant coating news and coating, diatom mud, paint coating, coating technology, fire retardant coating decoration knowledge and decoration renderings,
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