Share by: Yang Jianchuan, deputy general manager of Chengdu Happy Valley
Share the following:
Gen Z is a group that all brands pay special attention to, and May not be the most consumable group for all brands, but it is the group with the most consumption vitality and consumption potential. Because Gen Z groups are happy to share, and they are also happy to recommend and plant grass. Generation Z groups represent the trend of consumption and the future of consumption. There used to be a saying in the Internet economy that "those who are young will win the world."
For Happy Valley, Gen Z is undoubtedly more important, because from our market research data, more than half of our tourists are gen Z groups. So how to get the favor and love of Generation Z, on the whole, we feel that we may need the following aspects.
First, we need to get closer to Gen Z to get to know them and to know them. But it is still not enough to know and recognize, we are more about integrating into them, participating in their group, and having fun with them. We feel that this is the key password to get Gen Z. Gen Z will tell you that it's hard to define them with one label or several labels. For us, Generation Z represents a collection of contradictions.
Specifically, first, Generation Z is a collection of sensibility and rationality, and from the example of Happy Valley, when we hold an electric syllable festival or a hipster street, we will be surprised to find that the first day they are frantically calling for their idols and handsome NPCs, which represents their emotional thinking. But the next day, you'll find that they published a long travelogue of Happy Valley online, which is comprehensive and precise, which in turn represents their rational thinking.
Similarly, when idols come to our Happy Valley for a performance, they will spend a lot of money for the idols. However, in the live broadcast room, they may calculate for ten or five dollars cheaper for Happy Valley discount tickets. This all represents that Gen Z is a group of rational and emotional assemblages. They are also a group that pays attention to both quality and appearance.
Some surveys have pointed out that sixty percent of the Gen Z population is a face value control, they like very good-looking, face value first products. But another study also pointed out that if you ask about the quality and nature of products, 40% of the Generation Z group believes that quality, product quality, practicality and cost performance are the most important. So they are such a group full of contradictions. The same is true for us in Happy Valley, when we do activities, we need to constantly improve the appearance of our activities, improve our exposure, and impress our Generation Z group with sensibility. But when these groups come to our Happy Valley to play, then our connotation, what we really present, must be consistent in appearance and meet their requirements for quality. That way they will be willing to share and willing to plant grass.
The third aspect, Generation Z, likes to pursue trends, but the direction they pursue trends is often integrated with our traditions and classics. There is a good example in Happy Valley, when we held the National Wind Fun Street in April, we invited the Npc masters related to Douyin and Xiaohongshu to come to our park and let them wear our traditional Hanfu to play and cruise in the park. Once such an activity was launched, it was also sought after by the Z generation group, who also put on Hanfu themselves and came to the park to take photos with our NPCs and visit the park with them. At the same time, they also put their own experience on their own social media, which brings more tourists to our park.
Generation Z groups have distinct personalities and prominent edges, which is their characteristic. But we were also surprised to find that Gen Z has their own personality and advocacy, and they are able to distinguish what they like in a complex information environment, and then join one small circle after another. For our products, we need to understand and explore their circle layer, to join their circle layer, in order to integrate into the Z generation such a group. So, you can see that in Happy Valley, we have all kinds of elements, we have script killing, we have NPCs, we have Internet celebrities, we have anime, quadratic, we do all this to integrate into Generation Z a relatively small circle layer, to impress them.
For Generation Z and young people, we have a natural foundation and foundation, Happy Valley at the beginning of the establishment of the park to young people as one of the most core customer groups, our park performances, our amusement facilities, and our park theme partition are designed and built for young people. What these rides bring to young people is a passionate challenge, an amazing experience, which is a unique trait for both Generation Z and generations of young people, which is one of the keys to our ability to capture young people and Generation Z.
Of course, in addition to these roots, our park also holds major festivals every year, which allows us to capture The Z generation with a better grip, and we will hold the National Trend Play Festival every year, which has won the favor of the Z generation. Generation Z loves idols and loves electronic music, so we planned our electric syllable festival during the summer, and now the electric syllable festival has become one of the most well-known young people in the southwest region. When it comes to Halloween Fun Festival, this is the best place to show the personality of Generation Z, and the young people of Generation Z come to our park, he can wear all kinds of strange costumes, and the park in Happy Valley will not stand out. Well, Generation Z is also a face value control, for them, the end of the year light festival is the best place, our light festival arranged a variety of trend and fashion integration of a variety of strange lights, relying on these lights, they here to take pictures, punch card, will become the brightest star in the social circle.
Happy Valley will always belong to young people, and the young people group will always be one of our most core customer groups, so we must integrate into this group and we want to provide them with a better experience. For us, our key is to integrate into the Z generation group, our Happy Valley actually more than 50% of the employees belong to the Z generation group, our various campus planning activities, our marketing is also our young Generation Z employees to create. For them, work is no longer a means of making a living, but a hobby and interest, so when they create these activities and products, they themselves will be happy to share. So they will constantly think and polish it, make it more shared, make it more quality and value, and this is also the code for our work.
In the future, we will also walk with young people and have fun together!
<b>[If you have a news thread, please report to us, once adopted, there is a fee reward.] Newspaper WeChat attention: ihxdsb, newspaper QQ: 3386405712].</b>