The pan is a group of people who were born between 86 and 95.

Pan-born is a group of people who are from 86 to 95. The basic characteristics of such consumers can be summed up with 9 groups of words: large scale, high confidence, high education, employment pressure, home purchase pressure, maintenance pressure, shopping before looking at the evaluation, not blindly chasing the West, pay more attention to relevance.

Large

The Pan-Pacific has a large population and considerable consumption contribution. First of all, in terms of demographics, the pan-, which accounts for about a 17% of the demographic structure, now contributes 15% to retail, and by 2020, this group of consumers contributes 35% to retail sales.

High confidence

Pan-born has a higher consumer confidence index, which is slightly higher than the overall population, stemming from better expectations of the individual's economic situation and higher spending will. In contrast, in Russia and Brazil, young people in these countries have a 10% difference in consumer confidence compared with the overall population.

High education

Compared with the general population, Pan-college education accounted for 23%, compared with the average 14% higher than 9%, so this also means that their income level is also higher.

High pressure of employment

2003 National college graduates of 2.12 million, to 2013 years to 6.99 million, known as the "hardest job year." By the year 2014, however, the number climbed to 7.27 million, adding another 280,000 on the basis of a 2013-year period. Due to limited posts, in addition to more highly educated groups, they have to and the vast number of people, returnees, foreign influx of talent competition, the intensity of their predecessors are not face.

Home purchase Pressure

Average house prices have grown 6 times times over the past 10 years, but average incomes have grown by only 2.4 times-fold. That is to say, the pan-, the ability to buy property index, from 03 1.5 to the current 0.6. Although the parents give better conditions, support more, but prices, especially the rise in house prices are far more than their income increase ratio, 5 years, 10 years later when the group into marriage and home purchase climax, their purchasing power will be inferior.

Maintenance pressure

The traditional Chinese population structure is 4-2-1, a couple, supporting 4 old people, raising a child. But with child policy open, 49% of young couples say they are willing to give birth to child if they meet the policy. As the age increases, the pan-4-2-2 will bear the support pressure of 4-2-1 and even the family.

Look at the evaluation before shopping

With the flattening of the world, technological innovations, lifestyles and educational levels, the pan-, who is accustomed to looking at other people's purchases and use of products before shopping, is more "frugal".

Not blindly chasing the west

The mentality of the more open and tolerant, their growing stage of exposure to foreign pop show a wider range, more types and the characteristics of synchronization. They do not respect Western culture as much as their predecessors, and they do not reject Chinese culture, and they are more receptive to Chinese culture than they are.

More attention to relevance

The general acceptance of new things is more and more normal. Their growth experience has made him more resilient each year than his predecessors, but requires a stronger correlation between the product and their group. Research has shown that they feel that most new products and concepts today are forced to give products a label of a new product, which they reject.

How to interact with them?

Pan-the identity of the brand is different from 70, they are more "in the seat", "to seek resonance." They have no sense of the traditional advertising language such as "Young No Limit", "breakthrough technology, achievement of the future" and so on, more easily accept "I, want to move on", "we lead, they follow" and so have a clear display of their own personality advertising words.

Different from 70, after the pursuit of brand positioning, pan-the brand is to reflect their own personality and attitude of the "label" and the pursuit of homogeneity. They are willing to choose a homogeneous "label" to match their personalities, and from some point of view, the label is their endorsement. For example, consumers believe that Apple is a "dream brand", Samsung is a "hard-working brand."

Different from the 70, the pursuit of product quality and grade, Pan-the pursuit of the brand needs to have a "own story." "You only smell my perfume, but you don't see my sweat." You can despise our youth, we will prove this is the age "such as brand stories and slogans increasingly become a sharp tool to attract the attention of consumers.

Different from the 70, the fighting concept, the pan-the clever spell not reckless, "love to share", look for their brand identity. They are not desperate to move forward, and they will not be inquisitive in the face of problems, thinking more about finding "ingenious ways".

Different from the 70, the angry youth culture, pan-ching advocates easy to fight, they always optimistic face challenges. When expressing dissatisfaction, they choose to be self-deprecating and witty rather than aggressive and vent.

Unlike the collective life of 70, the information age has brought new social ways to the pan-generation, and they are more yearning for "circle and tribe" culture. Common interests and values are the foundation of the Circle and tribe, and they come together and speak out in a congenial way.

Different from 70, the pan-, has its own "specific circles" and groups, circles and tribes of the carrier and form of many, micro-bo, micro-letter, QQ, watercress and other social media have become the platform for these circles. Brand business should understand the whole, reasonable layout, targeted choice, and their effective communication.

Different from 70, the more attracted to the Internet to find more benefits, pan-more preference for "knowledge and experience" of sharing, interactive comments. The sharing, encouragement and entertainment of knowledge experience become their primary topic of discussion in the circle.

Compared to the 70, the pan-the behavior more "with the sex", in the transfer, group buying, ticketing, hotel reservations, taxi mobile payment ratio is significantly higher than the overall population. For example, "A walk on the trip", "a quick fingertip pay" and so on.

More unplanned shopping for consumers. At the same time, shopping has become a choice for their leisure. A more convenient convenience store and a mobile shopping platform where to buy it have shown a high growth rate. Brand communication needs to win on the road and on the palm.

They will be high education, high confidence, high income, and pressure, smart generation, their favorite brand is a story, can become a display of personality and attitude of the label. Focus on the pan-, into the pan-, and fully understand their company will also be in the next 5-10 years to better grasp the market opportunities.