Is there a shortcut to quickly create a topic?
Yes, do the national tide.
Are there any means to attract young people?
Is there a way to make a brand look stylish?
Yes, or do the national tide.
Nowadays, the "national tide" has become a fragrant feast, but all new catering and new consumer brands are leaning on the national tide, as if the national tide is a golden oil.
Only because young people are the main consumer group. According to incomplete statistics, by 2021, for every 100 yuan consumed in the city, more than 70 yuan or more will be spent by young people.
In order to attract young consumer groups, brands have embarked on the road of "rejuvenation", after all, "to whom? "It has changed, so where does it say?" "What do you say?" "Say what?" "It's all about changing.
Today, let's talk about the brand rejuvenation inner volume brought by the national tide, how to break?
1
The brand is young, not young
In recent years, many brands have changed their marketing direction to make them look as young as possible. It is true that the brand attracts young people, after all, this is the main consumer market in the future, but the brand rejuvenation is only to become young people, which is called rejuvenation?
KFC, the world's second largest fast-food and largest fried chicken chain, has been in the Chinese market for 30 years, and consumers are impressed by its iconic symbol, the kind grandfather, which can be described as integrated into the minds of Chinese consumers.
Even so, KFC is constantly seeking brand breakthroughs, wanting to give the brand a young and fashionable label, but unexpectedly attracted complaints, so that consumers feel that the brand has a misunderstanding of "young".
The reason why consumers complain is that KFC tried to change the image of the grandfather familiar to the public, replaced by the image of the cool uncle, although the age and appearance look young, but this image appears in the air, no foreshadowing, no character marketing, only brings a short visual impact to consumers, and does not let it produce emotional recognition, and it is reasonable not to be accepted by the market.
Fortunately, this is just an attempt to rejuvenate the KFC brand, and it has not really entered the market and has not brought too much impact to the brand. But what I want to say is that the brand is young, not the brand is young.
Brand rejuvenation is not only the youth of the brand appearance, but also the youth of the brand core.
For example, the national old brand Baijiling, through the way that young consumers like, will pass on the brand value of the national old brand to the young people, so that the classic old brand appears "young", successfully activate the young consumer group, and achieve a qualitative breakthrough in the image of the brand rejuvenation and the amount of sales conversion.
The same is true of the 600-year-old Forbidden City, inheriting classics is not conformist, the Forbidden City combines classics with youth and fashion, and uses the Internet to create cultural IP.
From the variety show "Shangxin • Forbidden City", cultural and creative peripherals, to the mobile game "Painted Truth , Miaobi Qianshan" developed around "A Thousand Miles of Rivers and Mountains", 200,000 copies of the "National Style Creative Interactive Puzzle Game" "Mystery Palace • Ruyi Linlang Picture Book" sold during the crowdfunding period, the Forbidden City is becoming vivid and accessible, becoming a place where young people linger.
2
Compared to the young shell
It is more important to start with the brand attitude of rejuvenation
"If you hold it, I will have no feeling", this is what young people often say to the brand at present, so "can you play with young people" is the core appeal of the brand's rejuvenation.
This also means that "young" does not refer to a specific age range, but to a dynamic way of thinking and attitude towards the world.
Attitude is more important than age.
The rejuvenation of the brand must start from the core spirit and attitude of the brand, form young brand values, meet the value needs of the target consumer group, and find an attitude that can resonate with the brand so that they can identify with the brand.
This value not only applies to young consumers, but also helps brands attract consumers of other ages. After all, attitude is really something that has nothing to do with age.
In this uncertain era, consumers in the choice of brand, decision-making interference factors are also very many, and a brand with temperature, attitude is to allow consumers in addition to subjective factors such as function and price, more emotion for the brand, and even the brand is not forgotten.
MUJI, which leads the trend of life, is sought after by many young consumers, mainly because of its differentiated brand attitude: not designing for fashion, but advocating a simple concept of life. This brand attitude goes straight to the hearts of young consumers who love life.
Estée Lauder, a leader in the beauty industry, with its brand attitude of "there are no ugly women in the world, only women who do not care about themselves and do not believe in their attractiveness", has formed a clear positioning of "high-end, professional and personalized", and successfully occupied 1/4 of China's high-end cosmetics market.
When the post-95s and post-00s groups gradually become the main force in the consumer market, it is crucial for brands to have distinct brand personalities and clear brand attitudes.
Brand attitude is a proposition, but also a value, but also an expression of lifestyle, once the brand attitude is formed, it will be deeply remembered in the minds of consumers, stable and not easy to be changed.
Therefore, every brand should clearly show its brand attitude, and the young attitude is more important than the young shell!
3
Brand rejuvenation, what should I do?
To get a younger generation of consumers, to get the future, this is the consensus of every brand, so many brands are pursuing brand rejuvenation, trying to narrow the distance with young people.
But most of them also stay on the surface, only after a deep insight into the consumer psychology of young people and grasp their pain points, can we correctly move towards the rejuvenation of the brand by doing brand marketing according to their talents.
1. Refuse to cover the whole face and gain insight into the differentiated needs of young people
In the process of rejuvenation construction, brands also need insight into young consumer groups, insight into their differentiated needs, deep ploughing more detailed target consumer groups, and prescribing the right medicine, so that the connection between users and brands is deeper and stronger.
2, the brand connotation is young is really young
The rejuvenation of the brand is not just shouting some slogans that young people like and pursuing the appearance that young people like, but it is necessary to adjust from the core spirit and values of the brand. If the brand connotation can not keep pace with the times, maintain a young brand attitude, even if the brand is labeled "young", it will still leave consumers with the impression of brand aging.
3. Use the way of young people to open up the brand culture and let the brand continue to be young
In the face of a noisy Internet world, if you want to attract young people, you must use their way to convey brand messages, meet their needs, and build a sense of identity.
In order not to let the rejuvenation of the brand is only a flash in the pan, do a good job in channel marketing, do a good job in product quality, and open up the brand culture, which is the cornerstone of brand rejuvenation.
Always put the needs and experience of consumers first, rather than taking the brand's "self-congratulation" as a life-saving straw for the sake of youth.
There has never been a young person who follows the trend, because the criterion of youth is "not to follow the trend".
Therefore, it is difficult to hope to gain the recognition of young people by imitating and following the trend, and it is also easy to lose the "self" of the brand, so that consumers cannot see the clear positioning of the brand, and eventually it is forgotten.
And those brands that are in a young state or remain active all year round, their youth is not in the mouth nor in the appearance, but in the brand connotation.
04
How to break the brand rejuvenation inner volume brought by the national tide?
We have seen many brands from VI to products to performance on social media, all of which have become very young, showing a youthful vitality everywhere, and also showing a sense of urgency that they are "afraid of being left behind by young consumers".
It is this sense of urgency that makes the brand always seem a little hasty when opening up the road to rejuvenation: it seems to have done a lot of things, but it has not been satisfactory.
At this time, it is better to return to the original point, comb through the core of the brand rejuvenation, and perhaps find out where the "almost meaning" is.
1, the premise: young is not the only answer
Almost all brands are engaged in rejuvenation, and it sounds like "rejuvenation" has become a must, but is this really the case?
In fact, not all brands are suitable for this path. Consumers consider whether it is necessary before buying a product. The same is true for brands, when formulating new strategies, we must also consider whether we are necessary or not, whether we are suitable for rejuvenation, and what problems can be solved for the brand by rejuvenation. It is necessary to distinguish between the real demand and the demand bubble generated under the "inner volume".
For example, TO C's FMCG brand is facing a large number of consumers, with the increase of young groups of spending power, brands must cater to them to do some young changes, which can also help brands solve many problems such as traffic acquisition, sales promotion, etc.; but the pursuit of customers with high professionalism, high trust, high stability of TO B enterprises do not need to "go with the flow".
It's like fighting with a person who is more than a teenager, and the other party can pick up all kinds of flying terriers, and we will think that the other party is amazing; but if you go to the hospital for consultation, the old expert with colorful hair and wearing The Taikoo Li Street fashion tells you that he is yyds, do you believe it?
Therefore, whether it is interacting with fans, creating marketing events, taking advantage of trend hotspots, expressing and transmitting brand values/attitudes are just means, which can help achieve sales growth and brand value improvement, we will do which.
The objects are different, the fields are different, and there is no need to do the same thing.
2, note: saying that you are young does not count
How can consumers feel that "this brand is young"? Is it possible to claim a new life by sending something that young people like? This is only a matter of communication, and it is also the most superficial thing on the road to brand rejuvenation.
- Very young looking
This is the most intuitive aspect, when the brand's logo and product packaging and other visual expressions change, consumers will immediately feel the new face of the brand. If the brand has not changed the packaging for many years, and suddenly it is fully replaced, it will successfully attract the attention of consumers.
Combined with the trend of the national tide, a successful brand visual upgrade needs to retain the biggest characteristics of the brand, especially when the visual symbol that lasts for many years has become the memory of several generations, at this time, the combination of traditional culture and brand value is upgraded, which is easy to be accepted by consumers. Don't use too much force, and suddenly change the "don't even know your mother."
- Very young on the inside
For people, true youth is from the inside out. For brands, too.
Visual rejuvenation will attract consumers, and the youngness of the product can really retain consumers. This requires brands to put down inertial thinking and dig deeper into the more diverse and detailed needs of young consumer groups.
Nowadays, the demand for healthy green diets among young people is increasing, the preferences for culture are also diverse, and various trends are changing the traditional way of life, "whether it can cut to the new needs of young people and survive in new lifestyles and scenes" is the key to the successful transformation of the brand.
- The environment is young
This is better understood, if you want to talk to young people, you must enter the circle of young people. In addition to the familiar "double micro shake", B station, Little Red Book, and Zhihu have long become a must for brand communication information.
At the same time, it is also necessary to create high-quality content that can convey the brand attitude according to the different attributes of the platform, and maintain high-frequency output, so as not to be forgotten in the era of information flying.
After completing these thoughts, the road of brand rejuvenation can be regarded as "on the road".
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