How do you make money after 90?

The rise of the group is not simply another generation of growth, but the full takeover of the real internet generation

Jizheng Exhibition (CEO of Fresh Media)

Overnight, seems to have been the world of the last. The generation of people born after the domestic economy entered the boom is becoming the mainstay of the Labour and consumer markets.

The media has a variety of interpretations in the years before, and there are a lot of negative comments, and now they have really come to us, what kind of a group of people? Did we read it before? The first batch of a group of students has completed college education into society, what will bring to this society? In the past, we have too much emphasis on the difference between the first and previous generations, now, we must make the group as ordinary consumers to study, know them, understand their needs, learn to communicate with them.

It's not another generation, it's a different kind of person.

is a very valuable group, is the impact of the next 10 years of social mainstream forces. Referring to the 90, the unavoidable two words: "Non-mainstream", "" Brain residue ", this is not only refers to their mainstream feelings and mainstream values to challenge the mainstream culture, negative," Non-mainstream "also reflects the so-called social mainstream people to the moral negative factors, but the fact is far from so, the rise of the group, is not simply another generation of growth, but the full takeover of the real internet generation. This group of young people, unlike the past, has the following four characteristics:

1. They are not a unified model of social products

It is difficult to define the group of groups with a uniform label, a single social evaluation that is tedious to live and vivid. In the CMI Campus Marketing Research Institute 2011 "The Digital Life" of the study, we can see that the rejection of tagging is the most common, they refused to be represented, each of their fresh personality can not be copied.

The personality of the third generation should be interpreted from two levels, compared with other generations, the personality of the third is outstanding and vivid, and from each individual to see, the personality is pluralistic and differentiated. In the group of people everywhere to highlight the tension of different personalities, this is the biggest personality. The so-called "have personality", not only refers to the group of people from the inside out are emitting a distinctive characteristics, but also means to find a universal value of the label to sum up the difficulty coefficient of this group is extremely high. More complicated, the understanding of "individuality" is also different.

2. The generation at the fingertips

It is the internet generation that has come into contact with the Internet from birth. In the treatment of the internet attitude, the group of groups generally have a psychological dependence on the Internet. At the same time, with the rise of the grade, the application of the network as a tool has become more and more adept. The group is living a "link" of life, that is, anywhere in the internet, life is highly dependent on the network. Three-fourths of them have a net age of more than 3 years and spend an average of 18% per day on the Internet, while average Chinese urban residents spend only 13% of their time online. For them, the Internet is far more than a tool, but a way of life.

The group will be the key group for the development of mobile interconnection. According to the "Digital Life" study, 86% of the respondents were online via mobile phones, followed by laptops and desktops, 79% and 40% respectively. Among Chinese netizens, the proportion of mobile internet use is only 66%. It's easier to accept new things like mobile interconnection.

After 3.90, the concept of consumption is "as long as I like"

It is worth paying attention to, there is a distinct self-consciousness. They insist on themselves and will not easily compromise on what they have identified. In the daily life of consumption, "I" is the highest priority factor? I want it, I like it, it suits me. They emphasize the importance of their own consumption, but also through consumption to satisfy themselves. But few of them have impulsive spending, and in most consumer situations they behave sensibly. And they like the new things, will do some low-cost taste of the taste.

Quality is the most valued commodity value. In particular, this group's perception of quality is achieved through branding and pricing. Quality can be reflected from the brand, including two layers of meaning. First of all, there is a brand more than no brand quality assurance, and secondly, brand more than ordinary brand quality assurance, quality can be reflected in the price, a penny a penny. This traditional concept of consumption is still recognized by many.

4. Awakening of self-consciousness

A direct effect of this is that the human mind is no longer wedded to the traditional sense of responsibility and the future of the country, but rather more from the ego to the personal value balance. In addition, the generation of generations to express themselves more strongly. On the one hand, they use internet tools to upload photos, videos, logs to show their lives, on the other hand, in the day-to-day learning and life, also more expressive.

Although the more concerned about the ego, but they more respect for people's personality and freedom, to different concepts and behavior show more tolerance. At the same time, he is a group of innovative people, they are full of curiosity about fresh things, they also have the ability to innovate. And the acceptance of new things and new ideas, and broaden their horizons, also enable them to put forward the right ideas and participate in household consumption decisions.

To impress the other, we must innovate in the way

Want to impress, need to understand them profoundly, insight into their potential psychological needs, from their values, emotional needs, consumption concepts, brand and product preferences, to develop a sound communication mechanism, pricing strategy, content and channels. Instead of simply inferring that they are trendy, cool, and stylish, it is inevitable that they will not succeed.

After growing up in the Internet, so marketing must be innovative, in life and consumption level, more care about the circle group such network groups of views, and this is not the traditional marketing communication to consumers segmentation of the language. In today's digital living space, not paying attention to these changes means not really understanding the needs of the target consumer. The virtual "small group", which is formed by network communication, is more focused and pure than the real consumer segmentation in a sense, which is very advantageous to the direct communication of the brand. Focus on the following, into the, study, understanding and understanding of the other, can make marketing effective.

The key to solving the problem is to find a way to communicate with them and establish a close emotional connection with them. The traditional propaganda media has gradually lost the right of speech in the face of the group of people who highly esteem personality and ego. What kind of marketing approach can effectively impress them? The group likes to flaunt their individuality, to follow the trend, to accept new things, to appreciate products with cultural connotations, to be interested in network culture, sports competitions, to attach importance to the friendship of classmates, and to experience the process and fun of participation. In the face of the group, the past kind of just put a few humorous or indiscriminate star endorsement advertising has not worked, to impress the first, the best way is to contact the 0 distance, let them experience the product, experience brand, experience culture, they need to get experience after the pleasure, Will consider whether to deal with you.

Marketing, and find the marketing of the password is imminent, the rise of the future will affect China's consumer market for the next 10 years, this is unavoidable. "Enterprises do not cultivate users today, tomorrow will pay a large price to rob users." Do not fight the brand today, tomorrow will play a price war. "It is consumers from product consumption to brand consumption transformation stage, facing the consumer experience will affect the future life of the group's consumption choices." Therefore, this period is also to cultivate consumer brand loyalty of the important stage, if the enterprise ignore at this stage to cultivate potential users, to a large extent, it means that the enterprise will lose the future market power of speech. The difference between a successful brand and a failed brand (where the failure is just not so much like the one in question) is whether the enterprise has a good mentality and is willing to spend time in the group to develop more products that they like.