Everyone's chairman Chen yesterday's marketing summit

June 20 Morning News, everyone chairman Chen yesterday in the marketing summit of Everyone, announced the joint third party professional marketing agencies, advertising agency to jointly set up the first young consumer market Marketing Alliance.

According to the results of our sixth census, 16-26-Year-old young people in our country Austria 17% of the total population of the country, reaching 225 million. Chen said that the number of young people in China has become the world's "fifth largest country", with the education level and the proportion of urbanization increased, the consumer power and decision-making power of this group has also rapidly increased, huge business opportunities in this has not been completely detonated in the crowd.

"If physics is the case, the main force of consumption is shifting from the first band to the second wave," he said. Chen pointed out that both the FMCG industry and the internet industry should pay close attention to the possible changes caused by this phenomenon.

According to statistics, the number of Chinese college students in 1998 is only 6.28 million. But by 2013, that figure had climbed to 26.48 million. Among them, the number of university students in Wuhan is even more than 1 million, the number of university students in all cities in the world ranked first. "Chen also made an image of the metaphor," in Europe, the majority of the city's total population of not more than 1 million, Wuhan University students are equivalent to the total population of a western city, the strength can not be underestimated. ”

Studies show that people with undergraduate degrees in the U.S. have an average annual income of twice times their high-school dropout. The increase in the total number of Chinese youth groups has greatly enhanced the overall income and consumption strength of young Chinese.

Young people in China have turned from non-mainstream to mainstream, but they are such a different and elusive emerging group. Young people today have radically different values and lifestyles from those of young people ten years ago and even 20 years ago.

Chen revealed: "Through the company to participate in the activities of the students to investigate, we found that the current college students in the monthly living costs far more than expected, 95 after the average student living expenses has reached 1500 yuan." The general opinion of college students on living expenses ――800 yuan is a poor family, 1000 yuan is poor, 1500 yuan just out of poverty, 2000 Yuan Ben Well-off, 3000 yuan is rich. Moreover, when buying high priced consumer goods such as cosmetic products and digital goods, students will not be subject to the cost of living, but may apply for additional financial assistance from their parents. ”

He said that for college students, the recommendations of the surrounding students will be more able to win their trust in the product or brand, thus triggering the purchase. On the contrary, the professional opinions of so-called industry experts in television commercials or online videos do not have much impact on them. Visible, brand if want to open young market, Word-of-mouth marketing is still one of the key points.

"The huge young consumer group has risen and will become a new battleground for brand marketing," Chen said: "Advertisers must penetrate the fifth nation of young people, understand the national characteristics of the fifth power, and on this basis to completely detonate the marketing of young people." "(Elwyn)