Why Do Brands Talk To Young People

Overnight, it seems that all enterprises have begun to hold high the banner of brand rejuvenation, focusing on winning the attention of young people. In the battle for young people, who is the most effective?

The epidemic has trapped the wheels of the economy, but it has not hindered the pace of entertainment. As early as the "secret corner" mountain climbing hot debate, the "want to see you" has reaped a wave of traffic.

Not long ago, the young spokesperson of Wahaha got more and more attention from Wahaha, the spokesperson of Wahaha, who wanted to get closer to the image of Wahaha, the young spokesperson of Wahaha, was also questioned by the public

Now I would not have bought it without Leehom Wang.

From then on, I didn't like Wahaha.

I don't understand that Zong Fuli doesn't want Wang Leehom. Maybe the marketing department has the undercover of Nongfu Shanquan.

......

Regardless of whether Wahaha's move overturned or not, what was revealed behind the replacement of its spokesperson is that old enterprises are eager to get closer to young people through some means.

It's not only young people who have grasped the banner, but also the main force of young people's consumption!

Catch the young man

China Li Ning is undoubtedly one of the most eye-catching brands in recent years.

Before 2018, Li Ning was still a well-known but not brilliant mass sports consumer brand. Its products were not featured and beautiful, which was the inherent impression of users.

But it was all reversed by a fashion show. In February 2018, when the tomato scrambled egg costume with the four character logo of "China Li Ning" appeared on the New York show, it was like a thunderbolt, which exploded the beginning of Li Ning's national trend.

It was followed by the frenzied forwarding of major social media. The same items of Tiger Crane double shape sweater and Wudao 2-ace were sold out instantly. "China Li Ning" became a fan of young domestic groups.

"China Li Ning" was originally a sub brand developed by Li Ning to keep up with the youth trend, but it received unexpected results, making it leap from a mass sports brand to a "national trend" loved by young people.

The former is undoubtedly an excellent case of brand rejuvenation, on the contrary, KFC is a little too hard.

In April 2019, KFC's new image man went on the hot search for two consecutive days. He changed from a white haired grandfather with a kind face to a 50 year old "Colonel SAMs". He always had a smile on his lips, his silver hair matched with his face which was made up of AI, which was very similar to Shusen's.

There are two levels of online reviews, some people exclaim "too handsome", but others say they are hard to accept, "some greasy", "don't like it", "the reason why KFC is not McDonald's in the past is because KFC is a kind grandfather"... KFC is caught in a dilemma.

Co branding and cross-border are also common operations for brands to attract young people.

Luzhou Laojiao brand perfume, Mayinglong brand eye cream, Zhou Heiya series of color makeup... In addition, the national milk candy white rabbit also launched bath liquid and hand cream, six gods and Rio jointly produced cocktail, Fulinmen and Ah Fu push and remove makeup oil; these strange combination of refreshing the user's brain hole, the original serious enterprise painting style mutation, let young people shout fun.

Among the above cases of brand rejuvenation, there are many enterprises that have achieved good results, but there are also some consumers who are disgusted by improper operation. The reason is that there are several misunderstandings about brand rejuvenation

Brand rejuvenation is not only a product, but also a series of processes from product to marketing should be improved.

Brand rejuvenation is not just to please young people, but to keep up with the current trend and have an equal dialogue with young people.

Talking about the correct posture of young people

Catch the needs of young people, combine with the prevailing trend at that time, and innovate without violating the original product values, so as to make the products they favor.

However, product innovation is only the first step. Marketing is the key to make the product reach the consumers' eyes successfully. It has become a thing of the past that the fragrance of wine is not afraid of the deep alley. Good products need good marketing to reach the consumers' eyes.

It also includes marketing channel and marketing content. For young people, the content of the past should be more interesting.

Co branding is the most frequent operation in recent years.

Whether it is Zhiyin and xiaohuangren's co branded furniture, famous and excellent products produced by manwei, or Rio and Liushen's cooperation of floral water flavor cocktails, all have caused certain public opinion effect.

First of all, it is not easy to have a joint brand, but it is not easy to have a joint brand.

For example, it can also add the power of small people to furniture.

Secondly, brand tonality should have contrast to create impression difference for consumers and form memory points.

Rio has its own trend attribute, and Liushen, as a national toilet brand, has a deep national foundation. The meeting of the two can create a sense of conflict between modern and traditional.

Finally, the brand should choose the IP cooperation that can strengthen the brand image.

The co branding of Liushen and Rio makes the brand impression more fashionable, and the cooperation between Rio and Liushen also deepens the brand connotation. Only by selecting the right partners, can we form complementary, and achieve the effect of 1 + 1 > 2.

Doing activities is also an important part of brand marketing. In this respect, family members must be on the list.

In addition to the two consecutive years of naming tmall's double 11 Gala, Gu's family also held activities such as "super powder cushion Festival", "bed sports meeting" and "ten million doting season". In April this year, he invited Fu Seoul and Cheng Lu, the wonderful flower debaters, to carry out live broadcast, so as to touch the hot spots.

Planning innovative activities, taking the Internet as the main battlefield, relying on the popularity of exotic flowers and "cat night", and using more entertainment oriented marketing content, it successfully attracted the attention of young people and increased the exposure.

It can be seen that the core of marketing content is entertainment, whether it is traditional activities or joint brand boom in recent years. Once the content is ready, the next step is to put it in the right channel.

At present, young people's attention is more fragmented, and there are more channels to obtain information. Social media is the main place for their activities. Choosing Koc, which has a large number of young fans and fits the brand tone, is the first step to enlarge the information source.

Champion, an American clothing brand founded in 1919, has experienced several times of brilliance and depression in nearly a hundred years. The reason why champion can return to the public vision with brilliant attitude after each depression is inseparable from the iteration of champion products and the constantly changing marketing methods.

It is also said that the emergence of "champion" and "champion" in the United States has been completed by famous singers such as Richard and John Woo.

After relying on Koc to complete the cold start, it will spread to the public through social media.

When these top Kocs wear champion clothes, the redesign of champion on the social platform expands its popularity; in 2017, the number of visits to champion's official website increased by 95%, the mobile terminal increased by 124%, and the final sales soared by 59%, which shows the power of Koc + media.

Most of the home furnishing trends come from non home furnishings, and consumers' aesthetic will be affected by the social environment. Because of its vast audience base, film and TV plays can provide a variety of cooperation ways, which has become the cooperative object of home brand marketing in recent years.

Some time ago, the hit TV series "settle down" and "happiness is within reach" have been implanted with advertisements of Europa and Sophia, and Mecca has also appeared in "if the years can go back" starred by Jin Dong.

In "too come on" and "the owner of the refrigerator" has the ability to make a living , are excellent examples of variety show implantation. Such daily activities as "eating" and "cooking" are closely related to home furnishing products, which will be more natural. The products are easily favored by idols and leave a good impression in the hearts of consumers.

Besides, it will also have an impact on the public space, such as the entertainment and entertainment.

Why do brands talk to young people?

In the battlefield of brand rejuvenation, there are many successful cases, but there are also those with poor effect.

Under the torrent, some calm people began to reflect: is it really necessary for enterprises to make their brands younger? Is it a false proposition?

According to the National Bureau of statistics, China's population born in 1990-2009 was about 328 million. Young people have become a well deserved major consumer. Brand choice and dialogue with young people, first of all, is the desire for profit.

Secondly, the main crowd in the current social media is the young group, and keeping in touch with them is conducive to maintaining social popularity.

Finally, people will die physically, but brands will not. When the previous generation of consumers leave, attracting new young people can prolong the brand life cycle.

But the problem also follows, if the target users of the brand are not young people, is it necessary to attract young people?

The answer is necessary.

Young people's ideas will have an impact on the surrounding middle-aged and elderly groups. In addition, establishing brand awareness in the minds of non target audiences in advance will lay the foundation for future transformation.

It is worth reflecting on that in many previous cases, we have seen that some enterprises, in order to please the young people, have the opposite effect. In fact, it is hopeless to kneel and lick. The most important thing is to keep attractive.

Too easy to get things, often will not be cherished.

In terms of expanding this topic, what the brand should keep up with is not the young people, but the trend of the times. It should keep pace with the times instead of being obstinate and unsophisticated. When you keep up with the times, you can turn passivity into initiative, embrace and even lead the trend of young people.

But in any case, it is not enough to just stand on the shore and plan strategies. What enterprises need is to bow into the situation. Instead of sitting in the office and racking their brains, it is better to find several young people to communicate with each other to understand their needs and aspirations. In other words, to embrace, at least open your hands first.

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