The real difference between the whenever in the consumption view and the aesthetic orientation

If the "whenever" and "generation" "" in the consumption and aesthetic orientation can reflect the real difference, perhaps from the "small Time" this film can be seen clearly. This is an exclusive film, only for "the three" tailored, in the acquisition of "the" "fan" at the same time, but was "whenever" Big V of the concentration of exclusion.

The gorgeous scenes in the film, the luxurious modelling, and the "materialistic" consumption view, let is moving towards the society "" "is very enjoyable, fully meet their expectations of a better life in the future, but for the" whenever ", these are too superficial and empty, they are clearly more realistic and rational. In fact, for people of different ages, it is normal for a thing to have a different view, which reflects their distinctive characteristics of the times and brand, if the enterprise can accurately grasp the aesthetic orientation of a certain ethnic groups and consumption-oriented, to make such as "small time" such a precise positioning of the work, is undoubtedly very successful.

Dare to consumption

In fact, each generation of young people have more or less a so-called "rebellious" "Ego" and personalization. But the study of each generation of young people can not be divorced from the growth of their time in the process, as well as the typical characteristics of this era. Therefore, in the young marketing advisory Body President Chen Liang seems to do consumer research, do not label, do not mark, do not classify. But walked into the campus, approached "the", into "the" "Consumer Circle", into the film, took to the streets, to observe them, contact them, and their exchanges.

In 2014, Nielsen launched a study on the life forms and values of the New Year, which was followed by a one-year-old follow-up study of "The" from China's first-tier cities. Through the observation of life, social intercourse and attitude of "the", Nielsen summed up and summed up the life forms and values of these consumers, and got "positive energy", "aloof" "grasping information" "open" four key words.

Compared with the "generation", "the" grew up in the 90 's more advantageous economy, because of growth in a better family economic environment, "the" more know to enjoy. Superior living conditions and growing environments determine that their vision is more original, more knowledgeable, and quickly paid to action. It can be said that "the" "not only know how to enjoy, but also know how to practice and struggle, and in this process constantly" pursuit of self ", release personality

At the same time, "the" and "happy to enjoy" the characteristics of their views on "consumption". During the interview with "the" when referring to the "consumption" of the view, although most people are cautious, but they think that the starting point of consumption is "The pursuit of good things, and strive for it", in the heart of this longing, struggle is more motivated. Therefore, if the product is what they want, they will be "beyond consumption".

"From the characteristics of the", they have a huge potential for consumption. Their potential for consumption comes not only from their stronger consumer base, but also from their "positive energy" attitude towards life, which gives them a higher capacity for action, as they say, ' If you have already started, your journey has already been done in half. ' "said Liu Xiaobin, vice president of Nielsen China.

Community Culture & Consumption ethnicity

Many of them aspire to a family life with siblings, born and raised in China's family planning program. Because of the relative loneliness of the family's growing environment, "the younger" has a closer relationship with the peer group, especially those who share common interests and common values.

According to Nielsen's data, 62% of the respondents said they had the closest relationship with their parents, followed by friends (mostly like-minded friends), up to 38%, a percentage higher than their siblings or cousins (32%).

"On the one hand, the ' young ' self-awareness is very strong, from childhood 8421 ' model family growing up teenagers get the big attention of elders, they are eager to prove their own growth through independence, by seeking individuality to prove their differences, but on the other hand, the growth of the environment of loneliness makes them eager to communicate and be understood, for the most intimate people-parents and close friends have a strong dependence. Therefore, a lot of ' three ' in interpersonal communication is a major feature in front of acquaintances ' unrestrained ', the stranger in front of ' implicit '. "Liu Xiaobin said.

This is also reflected in their perception of the "circle", the pursuit of self that allows them to maintain individuality in the group, but on the other hand, they are eager to gain recognition in the community. In behavior they seek independence, and, emotionally, they seek compassion. As a result, they are always in a "aloof" state of the circle. They do not pursue "big differences" in the circle, but maintain their own special. This brand of consumer segmentation put forward higher requirements, the need for more accurate marketing in order to achieve with "the" consumers more benign interaction.

Chen Liang thought that the concept of people's consumption should be in the way of ethnic groups, reflected in the way of values. For example, to promote a positive lifestyle, the words "exercise" and "love to Travel" will appear in these circles. Because "the" more circle, for corporate marketing, advertising bombing effect has been greatly reduced, they value the way of Word-of-mouth.

"For the ' consumers ', the brand is no longer just a trademark and product name, but also a combination of quality and personality." Brand for this consumer group, is can endorse their life and taste a kind of label, and show their character, concept and pursuit. "Liu Xiaobin said.

Social vs. Digital generation

The age of "generation" was also the era when the Internet and personal computers quickly spread and penetrate China. Because of the early exposure to the media, they rely more on mobile and computer network channels in many channels of information. Compared with other groups, "the" has a greater reliance on the Internet, the internet has become "a" consumers to obtain information, the most important source.

They prefer to "hang online" in order to get fresh information in a more timely fashion. According to Nielsen's survey, about 86% of "third-year" respondents said they surfed the Internet at least once or two times a day, and around 20% per cent said they would stay online through PCs, smartphones and tablets throughout the day. When asked, "Imagine, no mobile life", the vast majority of respondents said "too inconvenient", "Can not live well", indicating that the mobile phone for "the", in addition to interpersonal communication, access to information and other functions, but also in the psychological give them a great "sense of security." The main factors driving the younger generation to online activities include "virtual social" (17%), followed by "self-expression" (16%) and "Chasing New Experiences" (16%).

"That year, the Internet has become the extension of real life, friends change friend, now, with the past 10 years of continuous breakthroughs in Internet technology, the reality of the network, friends become netizens." Hot chat tools and social media have become an important way to get the real time outside information. "Liu Xiaobin points out.

In fact, these social media and application programs do not only satisfy the need for "a" group of consumers to find a sense of belonging in the "Circle", but also serve as advisers to them anytime and anywhere, giving them advice on all aspects of life, such as the growing number of " Consumers use location-based mobile Internet products/derivatives services (LBS) to tell them where to eat, where to go for entertainment, and the advice and services to call a taxi.

"Because of their long stay on the internet and on all social media platforms, they are more susceptible to all kinds of ' opinion leaders ' in their friends ' circles and social networking sites, demonstrating the importance of Word-of-mouth in marketing and young consumer groups. It may be more effective for ' a ' consumer than a generic ad, a precise marketing strategy, or an innovative marketing campaign, such as embedded advertising or micro-credit marketing, in a typical portal or forum. Chen Liang said.

Wen/Zhao