The group that dare not dare

When the first batch of "students" left the campus, toward society, to become a major consumer stage of the group, whether the research institutions, or forward-looking enterprises, businesses are beginning to focus on this group, hoping to understand their life form, values, media contact habits and consumer behavior. To better use the actual. Imagination is always simple, but there has been no special body to do quantitative or qualitative research. Recently, in the first China Communication Leadership Forum, invited the CMI (Campus Marketing Research Institute) to address, he released the "2012 Mobile in the ' Students ' research report." In the face of this special new consumer group and the special marketing environment of the university campus, the traditional marketing method has no limitation. The continuous development of the society has created a constantly changing "the", which is the report named "Mobile" in the other layer of meaning. The research aims to make marketing personnel and brand manufacturers more accurate understanding of "the" students, so as to formulate targeted advertising planning and branding strategy. This article let us go into the "after" this consumer group.

Consumer articles

The generation that rejects the label

It is said that "the" is a very potential consumer army, but do you really understand "the"?

As "the" students gradually into the university campus or into the community, the public and the mass media are always happy to "the" "post", rebellious and even decadent labels. What kind of group is the "whenever"? Do they really have a natural chasm with "the One"?

"The", the exaggerated non-mainstream life

The biggest characteristic of "the generation" differs from other times is the awakening of the ego, who is self-centered, insists on his own ideas, and takes less consideration of others ' views.

"I love to watch the farm programs, I love to see farmers farming, chicken and duck, I like this." "Huang classmate of Shanghai Polytechnic University looks cheerful, the most different is like the agricultural wide channel." But he does not think this is any strange, because "the" is not all have a unified label, personality difference is very big.

"In the study, we found that to use a unified label to define the" group "is a very difficult thing, a lot of single social evaluation for the lively and vivid '" "is indeed a little weak, in fact, the refusal of labelling is their greatest commonality, they refused to be represented. "The CMI School Marketing Institute Dean Shenhong said.

Therefore, "the" is not a unified model of "social products", the most prominent feature is the personality, compared with other generations, their personality is prominent and vivid, from each individual point of view, their personality is pluralistic and differentiated, and the "group" of their own understanding of personality has obvious personalized characteristics , heterogeneous thinking and pluralistic expression are one of their personalities, but they do not clash because of diversity, because they are different.

Some media or institutions, referred to "the", often put on their "non-mainstream" label, feel that they will challenge the mainstream feelings and values, to the mainstream culture negative. This is mainly because they dress and language comparison, especially the confusion and networking characteristics of the language system. However, this is obviously a bit of a sweeping, through the "group" student groups, in fact, "the" group majority of their own clear planning, life attitude is also positive optimism.

"We think that the most important feature of ' generation ' differs from other times is the awakening of the ego, who is self-centered, insists on their own ideas, takes less account of others ' opinions, and prefers that their social values are only part of their personal value; they are more adept at expressing themselves. "Shenhong said.

In fact, "the" is only more than the good expression of their own, they are more interested in using Internet tools to upload photos, videos, logs to show their lives. Of course, the current popular "spoof" is also their favorite, they spoof school, teachers, TV dramas, movies, which shows their novelty thought more prominent.

Consumption: Shy in the bag, daring to taste

Although young people are very brave to spend money, dare to consume, but also show a shrewd real consumption behavior, this is the merchant can not ignore.

"When I buy things I will first look at the price, or is not a brand name, if the price is reasonable, but also brand name, of course I will buy, if it is a brand, beyond my consumption ability, I will give up the basic." "Students in Southwest Jiaotong University in Chengdu seem to be in line with the concept of consumption," he said.

"After" the student group, although compared with other years of college students, economic conditions are generally superior, but after all, there is no income or just entered the society, consumption or by a relatively large limit. For example, "500~800" college students monthly living expenses or mostly, Shanghai, Beijing, such as the first-tier city students living expenses of more than 1000 yuan higher proportion, but more than 1500 yuan one months ratio is lower.

After all, college students live in the campus, consumption is nothing but eat, wear, use, play, daily consumption mainly includes food, clothing, skin care products, digital products, in addition, leisure and entertainment consumption also occupies a certain proportion. But the biggest expense is to eat, for most students, eating and drinking more than 50% consumption, which mainly includes the cost of eating, occasional meals and snacks consumption.

In contrast, digital products, which lead the trend of the product more attractive "", although they may not be able to afford, but the product will maintain a high degree of concern, and in their peers easily lead to comparisons and interaction. However, the purchase of clothing by college students is not as high as expected, many people say a quarter or a semester to buy once.

Under the restriction of living expenses, the consumption view of "The students" is a painful swing between the rationality and the ego. On the one hand, most students are shy in their pockets, not what they want to buy, they need to be rationally planned and planned; but in daily consumption, "I" is the top priority-I want, I like, For me to become the main driving force: in the consumption of more emphasis on the ego, through consumption to meet the ego.

Although young people dare to spend money, dare to consume, but also show a shrewd real consumer behavior, this is the business can not ignore. "Young Marketing organization President Chen Liang evaluation."

Therefore, they usually like to contact fresh fun things, very willing to pay for fresh, willing to fresh for a variety of low-cost taste of the new type of consumption. "This group of novelty, chasing new areas are wide: from daily necessities and food, to game products, and then to digital products, have their active figure." "Fresh Media COO Wang Lixin said.

Spread article

"Social groups" surrounded by networks

"When traditional media TV, radio and newspapers are making a big push on the internet, they don't know they're building their own grave diggers." "As early as 1995, Negroponte, a professor at MIT, wrote in his book," Digital Survival. "

Today, although the Internet is not eminence, the four major media (newspapers, television, radio, magazines) still play an important role in people's lives. But for the "Negroponte" college student group accompanying the growth of the Internet, the networked and digitized way of life, which is heralded by the network, is truly shrouded in their lives.

Media Contacts: Moving away from traditional media

At present, among the "students", the proportion of daily contact with the network has reached 61.7%, while the newspaper, television, Radio and magazine four media daily contact is only less than 40%. This shows that in the "group" of college students, the network has become the dominant position, the traditional media contact rate is relatively low, "after" group influence is relatively low.

Although the traditional media in the "third" group of collective decline, but still occupy a certain position, for example, in the information credibility, they will first believe that the newspaper, followed by television, and finally the network.

For television media, the network is the cause of "" "the decline in contact with the" one of the reasons, and secondly, because the campus TV installation is relatively small, so the TV in the "group" of the frequency of contact even less than broadcast. However, in the TV show, variety shows are more attention, like "Happy Camp" "not sincere don't disturb" "Day Up" "Xi ' an" and other comprehensive arts entertainment programs most popular. This shows that the "group" is more entertaining spirit.

Newspapers in the "after" the contact frequency is not high, mainly in the library and the home only occasionally read. But the electronic newspaper, the mobile phone newspaper and so on digital newspapers form in "the generation" has the certain influence. Although the campus broadcast everywhere, occupies the important status, but the completely mandatory information dissemination way lets the university student generally reject.

"By contrast, magazines are more popular than other traditional media, and college students are more active in buying magazines, and now many college students get fashion information from magazines, or read pictures, which the Internet cannot replace." "Fresh Media COO Wang Lixin said.

Because of the mobility of the greatly strengthened, the outdoor media has become a "group" contact with a high frequency of the media. They are not exclusive of outdoor advertising, more of the effect of outdoor advertising is also more recognized, in addition to advertising more recognition, outdoor media broadcast life information programs are also popular, highlighting the nature of service. They even feel that the outdoor media is a manifestation of the urban atmosphere, is suitable for the appearance of the appropriate media, but also to resolve the boring tool.