How to establish "strong relationship" with the main force of future consumption

Who will be the main consumer of the future?

The national census showed a total population of 1.37 billion people. One of them accounted for 90 million, and the number of 130 million. 80.90 of these people are often referred to as "new and new humans". "After" group relative to the economy more independent, many "after" has been self-employed or become the backbone of the strength, there are many successful leaders, has been in their respective areas of the all-powerful. "After" should be regarded as a life in the honeypot generation, their perceptual, the pursuit of self satisfaction, the network world far more than the real world let them fascinated, "otaku, curtilage female" more out of the crowd. A generation of people have the characteristics of a generation, "Gen-gen" is undoubtedly the main force of consumption of the market economy, have common characteristics, the Internet era leader of the family.

"Many lifestyles that change consumer behaviour are driven by young consumers who are constantly redefining what is hottest and what is not," says M.R, a prominent American consumer-behavior biologist. "Today's marketing community generally believes that to go beyond the next wave must be more than competitors think of the hearts of consumers."

How to build a "strong relationship" with the main force of consumption by social platform?

At the moment of the big bang of Internet information, the choice of the "generation" and the service is becoming more and more regulated, and their motives for consumption are unpredictable, not to mention loyalty. In the face of this group does not follow the common sense of the main consumer army, traditional marketing methods, customer relationship Management (CRM), after-sale, public relations, brand and so will face enormous challenges.

It is very important for enterprises to be close to them, to understand their real needs, to study their consumption habits and to learn their joys and sorrows. They are a group of people with the rapid development of the Internet, their life trajectory is greatly affected by the Internet, the Internet can meet the needs of this group of people's consumption. They are more accustomed to buying any products they need through the Internet, and then sharing, exchanging, and feedback their experiences and evaluations. Under the impact of this kind of network life, how will the enterprise establish "strong relationship" with "he" and "Xia"?

In the presence of social media, they expect to find a group of like-minded friends who are free to share and absorb without scruple. Enterprises to establish contact with them through the Internet, only first stand in their perspective, intentions, transparent to create an information interaction, barrier-free exchange of social platforms, to maximize their share and aggregation needs. Only by building up consumer trust and giving consumers a strong sense of dependency will they be willing to communicate and share on this social platform.

Social platform Application case: Coca-Cola

Coca-Cola's early Facebook fan group was not built by Coca-Cola, but was made by two 29-year-old Coca-Cola fans. September 08 to July 09, the number of fans 3.4 million. In July 09, Facebook's homepage was followed by 6.4 million of U.S. President Barack Obama's fans. In second place.

On this social media platform gradually became the "consumer Club" of the Coca-Cola people. Coca-Cola was wise not to sue, nor to think about buying, but to cooperate and promote its development. Through the platform, Coca-Cola listens to the voices of fans, and lets users on the platform experience the latest products and make in-house tests for Coca-Cola, such as the Coca-Cola iphone application beta release, which makes fans feel like insiders and a sense of belonging. Coca-Cola will also help launch a series of interactive activities, such as "reminiscent of the history of Coca-Cola Photos" collection, "Coca-Cola's own birthday party" and so on, inviting fans to participate in mobilizing the enthusiasm of everyone. Coca-Cola's fans all over the world, on this platform to cover the world in many languages, is to allow more fans to join in. (Note: Case from Paul Greenberg,crm, fourth edition)

"If you let your fans master the communication with you, you just support them, then you will get something substantial and inspire them to endorse your product," said Michael Donnelly, Global Interactive marketing director for Coca-Cola.

A new study on the establishment of "strong relationship" between enterprises and consuming main force

Let's think again, the "Consumer Club" on the Coca-Cola social platform is made by fans themselves, unofficially, although the Coca-Cola Company also has funding, but in the eyes of ordinary fans, this is a Coca-Cola good love of the gathering position, everyone here to speak freely and entertain themselves. This fan group is mostly young people with fashion trends, their personality, like the challenge, imagine, "music, wine, Harley, etc." should also be their common hobby, we can through a third party to establish an internet-based, mobile internet communication community, the same target group of different enterprises to connect to this platform, Relying on its instrumental and social to achieve the enterprise and consumers "strong relationship". Through this platform, the enterprise can learn more about the choice of consumers besides their own products and the deeper background information. Break the past to independent brand or product as the center to understand consumers, marketing, product design limitations. Through this platform, consumers can learn all the information he is interested in, and talk about the topic is no longer single. Set convenience, sharing, social, interactive, dynamic as a communication platform, whether it will be more "after" "the" "after" the main consumer groups of the favor, worthy of enterprise practice and research.

Platform operation relies on cloud applications, mobile internet technology, access, sharing, discussion, feedback channels more convenient

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Via:socialbeta