The generation of fingertips, from the failure of Li Ning to see how to fix the young?

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How to deal with these new generations in the mobile internet age? If we just think of them as "non-mainstream" and "brain-dead", that's a big mistake. The younger generation is entirely part of the mobile internet.

Overnight, seems to have been the world of the last. The generation, born after the domestic boom, is becoming the main force in the Labour and consumer markets, hanging over the skies like the sun of 8 and 9 o'clock. But as the peers of Li Ning (founded in 91, 21 years old) but the situation is not good prospects, it seems that the lack of youthful vigor and appear apathy-shrouded.

As you all know, Li Ning recently trouble constantly: 1, internationalization strategy failure, international brand Li Ning has become a castle in the castles, to consider how to become China's first brand; 2, performance decline year after year, by Nike and Adidas and other world brands dumped in the back do not say, also be anta special step such as Jinjiang help catch up, lost a few years of China's first throne seems to be unable to retake in the short term; 3, successive launch of a number of sub-brands all failed, inventory serious; 4, before the professional managers airborne, Even their own training of the CEO also sadly exits, enjoy life has been more than 10 years of founder and again out of the lake.

In the eyes of the outside world, Li Ning launched the failure of the strategy is one of the important reasons for all this. 2010, Li-ning company began to reshape the brand, chose to embrace the young consumer group as the key brand line, launched a mammoth "the" new brand promotion offensive, trying to get more market share from young consumer groups to maintain sustained high growth. Oh, the end we already know, new users do not buy old users do not pay.

When the ganci of Li Ning on the consumers, no expectations of the passion in the fire, get is the group of people's disdain, all this how? industry colleagues in this matter to my advice, my point of view: 1, Li Ning brand younger decision-making is correct, facing the direction of the young is also correct; 2, The problem with Li Ning is that he doesn't understand no use the right way to communicate with the other, not with the way to impress them, but just affixed a label, this can not blame the consumer of the same to the same, Li Ning sang, in fact, you do not understand my heart.

Talk about the

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:

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 students have different understanding of "individuality".

The generation on the fingertips

It is the internet generation that has come into contact with the Internet from birth. In the attitude towards the Internet, the group of college students generally have psychological dependence on the Internet. At the same time, with the rise of the grade, students have become more and more adept at using network as a tool. The group of college students is living a "link" life, that is, the internet everywhere, 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 of college students will be the key group in the development of mobile interconnection. According to the "Digital Life" study, 86% of the students interviewed were online via mobile phones, followed by laptops and desktop computers, 79% and 40% respectively. Among Chinese netizens, the proportion of mobile internet use is only 66%. College students are more receptive to new things like mobile interconnection.

The concept of consumption is "as long as I like"

It is worth emphasizing that the students have a distinct self-awareness. 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 value of the commodity most valued by the college students. 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 college students.

The Awakening of self-awareness

The self-consciousness of college students begins to awaken, and a direct effect is that people's thoughts no longer adhere to the traditional sense of responsibility and the future of the country, but more from the ego, to the personal value of the 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, the college students are rich in innovative spirit of a group of people, they are full of curiosity about fresh things, they also have the ability to innovate. The students ' acceptance of new things and new ideas and their open horizons also enable them to put forward correct opinions and participate in household consumption decisions.

The problem of Li Ning

As mentioned earlier, Li Ning launched the failure of the strategy is one of the important reasons for the dilemma. But we must not take the failure of brand positioning to cover up everything, or Li Ning will continue to follow the mistakes of the past. But it can not be denied that Li Ning in the brand remodeling, positioning in the strategic decision of Li Ning, there are very serious mistakes. This error mainly exists in 2 aspects: 1, to Lee Ninghua rather than with the times to enrich the connotation of Li Ning brand, discard the most valuable brand assets, leading to lack of clear brand positioning, and can not carry out a close emotional connection; 2, in the brand remodeling, The initiation of the whole process of Li Ning is dominated by the subjective, and ignore the objective attributes, all the work based on imagination rather than understanding, leading to the heart of the group can not impress the deepest. The lack of these 2 aspects is enough to deconstruct the whole reason of the failure of the Li Ning.

Brand lack of clear positioning, and the lack of emotional connection

Li Ning is not a love of 1 important problems is lack of brand connotation, Li Ning in the end is what, he passed the brand idea is what, he and Nike Adidas and other international brands where the difference, with the Jinjiang gang as the representative of the domestic second-line brand? This has never been given a clear answer, Can not give a very effective emotional connection.

2008 Beijing Olympic Games Li Ning Lit torch, this is the Nike Adidas and Jinjiang to help the height, is also unable to catch up with the unique value, unfortunately, Li-Ning has not been able to play a good hand, because they have put Li Ning's own brand value as the current biggest baggage, Over the past few years has been doing the brand to Lee Ninghua, but they did not think of Li Ning and the company as a whole, forming a li-ning company's "core brand value", how to let Li Ning and Li Ning spirit with the Times is the way.

Li Ning Company's core assets are Li Ning, the most important brand remodeling should be "Li Ning" brand maintenance and management. Li Ning Company is too ignorant, so that they do not know that the idol of the most worship is their parents, that is, forums, not the stars. Li Ning, who was born in the 60 's and founded in the 90 's, why can't the deep 69 fusion, through this brand of harmony to impress consumers?

1 Li Ning is better than thousands of Lin Ling. Li Ning's spokesperson Lin Chi-ling to whenever, should have a certain market appeal, but for the whole failure. Instead of spending huge sums of money, please do not be favored by better let Li Ning for his endorsement (for Li Ning Company endorsement), and then add different love of the cross-border star (form Li Ning and his friends of the scene), this 1+1 star endorsement form is the best 69 dialogue, but also the most impress, Establish a close emotional connection with a.

Subjective the

It is not a unified model of social products, refused to label is the biggest common, they refused to be represented, they each of the fresh personality is not able to replicate, so in marketing must not simply label to get recognition, but should be in-depth communication with consumers.

Li Ning launched the brand and products, as well as the corresponding marketing activities are subjective of the forums (that is, a group of people, whenever, their perspective to think and assume what should be like), rather than the objective of the next (real understanding of the group, into the new, affect the group, This is not what I like. Don't think about what it is like, do not imagine what the product will be. It must be problematic when we use past experience (whenever, the way we are able to accept) to influence the last one.

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.

How to Marketing

It's not another generation, it's a different kind of person. They grow on the internet and they have to be creative in their marketing, and at the level of life and consumption, the group is more concerned with the views of groups such as group, and this is not the traditional marketing communication for consumers to segment 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 to find the marketing of the password has been imminent, although the failure of the bad, this is not a failure, but the group of the victory, the business community not because of the failure of Li Ning stopped before, the marketing of the heart of fear. The rise of the year will affect China's consumer market for the next 10 years, which 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.