In China, a new brand time has come

Guide: When the millet mobile phone claims to be "born for a fever", hammer phone flaunt their "natural pride", you should have realized that in China, a new brand era has come.
Young people are no longer willing to endure a rough harsh lifestyle, but rather look to build a better life by choosing a brand, which is about aesthetics and individuality, environmental protection and health, and the end point of the business world.

When the millet phone called itself "born for a fever", the hammer phone advertised itself as "born proud", you should have realized that in China, a new brand era has come.

In such an era, prices are no longer overemphasized, and practicality is no longer a product. Can bring to consumers a pleasant experience, can build a more high-quality lifestyle, began to become a brand's ultimate point.

What these brands are facing is a crowd that has never been seen in China: they grew up in a better economic environment, symbiotic with the internet, have a broader vision, pursue trends and personalities, and focus on environmental protection and health. They are young people who are the main cities of the city.

When these young people go to work, have independent economic ability, have more decision-making power in the consumption, their choice shows the distinct characteristic of the previous generation. They are also willing to pay a few dollars to choose better mineral water, and would like to spend more than tens of thousands of yuan to buy more high-end cars, which is to go to the supermarket in a long line of cheap eggs, saving money to save the parents formed a sharp contrast.

This year is the sixth year of the "Golden-label" survey of corporate people in the first financial weekly, and every year we try to comb through the results to find out the latest trends related to the brands that people like, and to provide a business guide for this group. This year we decided to talk about consumer upgrades.

The most obvious manifestation of this "escalation" is the price. We find that the crowd is increasingly willing to consume more expensive brands. In our survey results, the high-end drinking water brand Kunlun Mountain for the first time into the top 5, to squeeze Wahaha out of the rankings, and in terms of price, the Kunlun mountain Average price is 4 to 5 times times the latter; on the choice of edible oil, nearly 8% of the people chose the average value of 8 times times the Olive Blue olive oil of the golden arowana; The more high-end-priced Lauder has become the first choice for the company's people in 10.2% this year, surpassing L ' oreal, which is priced at the low end.

This trend is also evident in higher-priced products such as automobiles. In the compact car, luxury car brand Mercedes-Benz for the first time in 6.14% to enter the top five of the list, two years ago, the figure was only 1.53%; in midsize cars, Audi overtook VW for the first time, making it the first choice, as well as other luxury brands such as Volvo, Infiniti and Cadillac.

In addition to the brand survey, we also deliberately investigated the company's preferred models. SUV is in recent years the beginning of a large-scale popular models, in specific models, Audi Q5 occupies the top, surpassing the public view. If the minimum configuration of the latest two brands is compared, the two have a price difference of 150,000 yuan.

But the price is clearly not the only dimension that interprets this change. Brand is to a greater extent people uphold the attitude of life and the choice of lifestyle labels, the label has more than the price of a richer metaphor.

such as aesthetic.

Big Star Brand

A brand with high growth, good reputation, and further expansion of market advantage on the basis of higher market

In household products, the company's number one choice is still Ikea, this is a strong European design style furniture retailer. In this category, another home grocery retailer with an equally superior design has become increasingly popular, and in our gold-plated survey, this brand account has grown for 3 consecutive years, from 9.9% in 2012 to 16.23% today.

Advantage Brand

Brands that have established an advantage in their field and are still able to maintain market position in the short term

In clothing, electronic products, the young people on the trend and design attention to reflect more clearly. The new hundred, with its exaggerated and rich colours, helped it build a sporting-leisure product market, replacing Li Ning as the 3rd-most-favored brand in the survey, behind Adidas and Nike.

Moreover, brands such as Ikea and Muji, whose long-term brand spread has also left a more environmentally friendly impression on young people. Carbonated drinks in the proportion of soda, fruit juice drinks in the top of the list, and more and more young people to pursue a healthier life. Cola is thought to be more likely to lead to obesity, and soda is not at risk; compared with traditional packaged juices, the whole cold chain transport and storage can provide a healthier experience.

Potential brands

Brands that have achieved breakthroughs in the past year and still have great growth potential

For the increase in the demand for the brand, it will inevitably lead to a more diversified choice of results. In the shampoo products, some years ago, some of the major brands eminence, but the appearance of the Qing men's shampoo began to release a wide range of signals, in recent years, such as silk Becky Qi, water, such as the words of the relative high-end brand accounted for a year. In the toothpaste category, the main push against sensitive toothpaste and other stress special effects of comfort Tatsu and Yunnan white powder toothpaste in the constant encroachment on Colgate and crest of the market.

This more detailed choice is also reflected in food. When Master Kang and unify these traditional brand also in the main push braised beef and old altar sauerkraut taste, day clear or out before a ding these foreign brands in the packaging more attractive, but also can bring some unique taste, gradually win market share.

Potentially dangerous brands

Still maintain market dominance, but the industry is fiercely competitive, challenged, or growth slows the brand

A new generation of young consumers is also more willing to accept emerging things, especially in the Internet and consumer electronics, which are almost 0 distance from their newborn products. In the highly competitive TV market, this year, millet TV and video TV with the concept of internet share of more than 10% of the proportion of individual brands accounted for more than Tcl, Hisense and other operating TV brands for decades.

The reasons for all these changes are clearly difficult to use as a unified interpretation of the young, we would like to believe that this is the inevitable outcome of China's current specific development phase.

We do not have sufficient evidence that this generation of young people themselves create more disposable income than the previous generation, although they grew up in a better economic environment, we believe that this is more about the concept of consumption, than the previous generation, they are more willing to enjoy the present life, unwilling to bear too much suffering.

The Golden brand of new Jin

A brand that has been outstanding in the past year and jumped from top to bottom

They are the internet and mobile internet generation, which makes the cost of their access to information significantly lower than their parents, they also have more opportunities to go abroad, which makes them the most open group. They know what a good thing should look like, how to choose a lifestyle that is more personalized and more cool. They can be the first time to know the fashion trend, you can easily access to a variety of goods and brands of information, E-commerce development so that regardless of the goods to compare or buy more convenient and quick.

The popularity of credit cards has already put an end to the Chinese traditional consumption concept of "living within our means", and the promotion of financial instruments such as car loans has allowed them to overdraw future incomes for a more wind-blown model. This year, Mercedes-Benz has launched a special loan program for college students, while Toyota's luxury brand Lexus has also launched a 0 interest rate loan scheme that allows customers to pay 50% of their first payment when they buy a car and the remaining 50% to pay when the loan expires. A report this year by Bernstein Research, the Institute, shows that about 30% of China's luxury cars are financed and bought, a much higher proportion than the industry average of 20%.

"Lost Gold" brand

A brand that has been overtaken in the past year and dropped from the first place

One of the benefits of the Chinese government's recent anti-corruption storms and some of its reforms is that high-end brands are willing to do more to win young middle-class people. Also in the auto market, since 2012, foreign brands have been excluded from the government passenger car procurement catalogue. The loss of the government's big client has allowed car companies to rely on the middle class to grow, and they are starting to introduce more low-end models into China, sometimes even at lower prices. The Mercedes-Benz, which is among the top five in the compact car survey this year, is linked to the introduction of more compact cars that can be embraced by young people, which have become more energetic at the same time.

There are also big luxury brands. If your mailbox receives a "Buy 300 dollars below Tiffany gift" Warm tips, do not be surprised, this with Tiffany more pro People's marketing route. The rise of Hai also allows ordinary companies to get those brand-name handbags at relatively low prices.

Meanwhile, luxury brands are starting to launch more "entry-level" products, and Gucci unveiled its makeup series at the Milan Fashion Week show on September 18. With the tens of thousands of dollars in fashion and leather goods compared to the price of hundreds of yuan of make-up products can win for it young consumers.

The popularity of greener and healthier products can be explained by the continuing haze and food safety scandals in China's big cities, where people are increasingly unwilling to overdraw their health in order to save a few dollars.

For the major brands, how to continue to innovate in order to seize the world's fastest growing market, the main consumer population, became a huge proposition.

The more diversified needs of young people can be accomplished through continuous subdivision of channels and markets, such as the introduction of new models by car companies such as Mercedes-Benz and Audi, and the company's own product line after a period of weakness. Taste all this year to overtake Huiyuan, on the one hand, it is because of its high-end image, on the other hand, and the taste of the whole shop in the convenience of the full distribution of goods-compared to the western middle class mostly driving, China's corresponding group of people mostly rely on public transport, which means that the need to pay attention to the convenience of the group

But more importantly, how can more effectively grasp the young people's consumption habits and consumption trends, shape their own brand connotation, the formation of a more vivid style, telling more can impress the story, and young people to establish a deeper level of communication.

In our survey, Starbucks has always topped the list in the coffee category, on the one hand, the brand has become a symbol of urban lifestyle, on the other hand, to some extent, its "35 Yuan of coffee" provides a way of consumption democratization. In China, where the income gap is huge, the average consumption of high-end restaurants can be tens of thousands of dollars, while the middle and low restaurants may only be twenty or thirty yuan per capita, but in Starbucks, these different social groups between the huge difference is temporarily eliminated.

The rapid rise of millet provides the best example of a local innovation company adapting to this change. From product design, eco-chain construction, sales channels to the promotion of the way, the company has overturned the traditional Chinese mobile phone manufacturers, thus satisfying the young people's expectations of subversion, and finally all of this has become an integral part of its brand connotation. In this sense, we would like to see more millet.

The business world is changing rapidly, and the constant is people's yearning for a better way of life-a better quality of living, should be the ultimate point of all brands, but also the greatest value of business.