Enter the metaverse and see how brands play with youthfulness
American scholar Thomas Kolopolos mentioned in the book "Circle Effect": "In the face of the strong rise of the group, only by understanding the business logic of the main force of consumption and knowing how to get closer to this generation of young people can the future business be successful." ”
Focusing on the current consumer environment, we can see that whether it is a traditional brand or an emerging industry, its main consumer groups have flowed to the young group, and as Gen Z gradually becomes the main force in the consumer market, how to carry out brand rejuvenation transformation has become the primary issue facing major brands.
Create a trendy marketing environment, Chow Tai Fook plays cross-border
As a traditional big brand in the jewelry industry, Chow Tai Fook not only held a grand "gift" themed experience activity in Guangzhou on the eve of National Day, integrating Lingnan's characteristic culture into store design, turning offline stores into a mecca for consumers, taking advantage of the trend of the national tide to connect with the emotions of young people. On September 26, the "Pellucid Bloom of Luminance" tasting meeting was held, inviting Vocal Fanqing, the original strength of the post-00s, to jointly bring an audio-visual feast of music and jewelry to the guests.
In the song, convey the brand concept, through emotional resonance, give life to the jewelry. Fan Qing, who has just debuted for a year, has accumulated young strength, and his original works are also full of independent attitudes. "Man in the moon", "I heard the other side", "Hello Mom", three original music styles are very different, or trendy arrangements, or the interpretation of Chinese style music, or even abandon singing skills, simple, pure to tell the mother and daughter affectionate, its magnetic and unique voice wrapped between the ethereal sets of the scene, always perfectly outline the picture she wants to present to us, convey the emotions she wants to convey. As Fan Qing herself once said, in the direction of music creation, she firmly tries and innovates to find an irreplaceable "Fan Qing style". Having a solid professional quality while pursuing innovation and independence is the attitude and persistence of the post-00s, and it is the focus of the brand's transformation to youth. Getting closer to young people is not simply seeking cooperation from young people, but also substantially building a bridge of communication between the brand and young people, connecting an emotional bond, and entering the world of young people.
Gathering young new forces, the glory of kings sets off a new wave
How to get closer to the younger generation is not only the primary problem that traditional enterprises need to solve, but also the emerging cultural and creative industry. It is not difficult to find that King Glory, which has become a leader in the game industry, has also changed the previous model of cooperation with first-line and high-traffic artists, and instead threw an olive branch to the rising post-00s leaders in all walks of life.
Fan Qing is one of them. In June this year, King Glory launched a new hero - Goya when the "King S28 Season" officially started. On the 23rd, Goya's heroic theme song "Flying Boat" was officially launched, and the singer of this theme song loved by gamers is this post-00s original strength Vocal, which is recognized and paid attention to inside and outside the industry. Its calm and thick voice reveals a self-reflection and restrained temperament, which matches the sassy image of the new hero Goya very well, a kind of accumulated power, which gradually seems to gush out during the singing of the song, and the 00s who first emerged from "The Voice 2021" outline Goya's character image to the fullest. Some gamers said, "You have to listen to it a few times to get tired of it."
Generation Z is rising strongly, and strength is the last word
Chow Tai Fook and King Glory unanimously chose Fanqing as a partner, on the one hand, it is enough to prove the strength of Fanqing as an original singer in the post-00 generation, and on the other hand, it shows the determination and action of the brand to march towards youthfulness.
Only by boldly using outstanding talents after 00 can we truly enter the Z generation circle; More skillfully casting, partners must not only fit with the brand tonality, but also be able to be the representative figures of the post-00s, such a strong combination can better build the emotional dialogue path between the brand and a new generation of young people, and truly realize the brand youthfulness.