Nowadays, grow in the surroundings with rich material, and get educational rate relative to taller millennium generation people (1982-2000 is born) the consumptive main force that became many brands gradually, brand sale market also produced the change of world-shaking.
Those can beautiful heavy gold breaks advertisement, the brand that does not know originality however people group of ridicule that sufferred millennium generation: Boss is hired continuously and the catchword type advertisement of hornet's nest became youth mouth in foolish cap advertisement delegate; Cerebral platinum is brought think the brainwashing type advertisement that be proud is said to do " the 90 childhood shadows after " ; Cultivate coconut juice with respect to Lianye all along because of good the dazibao type that drink and is excused is packed, in also becoming millennium generation mouth " not soon strange flower is packed " ...
Consumer is more and more captious, handling brand ad also is more and more " slashing " , using network catchword of the youth to tell is: This one consumer, make poll bald really!
However, again captious consumer, also can oneself like the thing with satisfaction, many brands have an insight into these youth preferences, it is good to look for standard way to cast its place, also gained the youth's favour. So, in the brand sale direction nowadays, what way is just right can you conquer of the youth?
High-quality goods is changed
As a result of Internet develop, millennium generation gets information convenient, aesthetic level is general taller, the recreation of movie and TV of manufacture in a rough way has moved very hard they, global design program of excellent movie and TV, ability is brand business people take money.
The new edition that broadcasts before two months " meteoric garden " , only before 2 concentration appeared of 15 brands embedded, be deridingly by the youth " advertisement garden " : Path bright temple is being drunk " lemon comes " beverage, hua Ze kind with hand in APP of travel conduct financial transactions to pay tea with milk, fir dish and blueness and play Netease hand to swim extremely, still rented villa piggy weak point is hired. . . . . . Grading of this beans valve has 3.2 to divide only (full marks 10 minutes) teleplay, also cannot be these impatient brand business apparently people bring discharge.
And before paragraph the net drama that time heat sows " Yan Xi strategy " , because of its compact and wonderful gut, take excellently change path and on-line aesthetic attracted those who exceed 3 billion to broadcast a quantity, it is position of optimal brand conduct propaganda.
Charming of France of brand of United States makeup orchid taking the advantage of heat to sow drama " Yan Xi strategy " last heat when ending, the lubricious date of the lipstick that be the same as a paragraph that rolled out content of 5 characters in a play, the person that invite those who bring thing of characters in a play to act releases relevant content on small gain and little red book, for its ROUGEG attain series of colour gem lipstick is tasted newly appear on the market undertake warm-up, let one of lifting become a network to go up the most popular nowadays the most popular lipstick series.
Circle stratification
The times that millennium generation grows to explode greatly at the message, osculatory thing is extensive, the interest is very wide also, the crowd shows a stratification to distributing, brand people the sale that carries a kind of kind very hard is touched amount to all crowds, must divide the sale that encircle a layer however.
2 dimension are encircled
The grown millennium generation below free edification is used in day Han, many it is indulge what 2 dimension encircle is medium 2 adolescent. Accordingly, the brand must want to have 2 dimension sale, in the heart that just walks into them easily.
Mcdonald's is the for instance closest with famous 2 dimension work " full-time ace " in undertaking cooperative, before animation positive is broadcasted go ahead of the rest broadcasted " welfare piece " , around " full-time ace " gut and character undertake time outside the creation of the story and content are embedded, the 2 adolescent in drawing people reputably.
Last year, inn of cat of day of Xiang Yu the Conqueror rolled out pair of 11 ceremonies boxes of style of a 2 dimension, double case of case of ceremony of 11 Yo hair is the 2 dimension with one build pitch-black and thick hair antediluvian man, wash the box that protect a ceremony to pack very young also, ginger, impunity child with horsewhip careless composition wash the cartoon image that protected things personate to become 3 styles to differ, such 2 dimension figure let this ceremony box sold goods at a draught that day.
Circle of vermicelli made from bean starch
Be willing to spend big time and money for the image that like, also be the apparent characteristic of millennium generation. Accordingly, circle of vermicelli made from bean starch also became a brand square people key sale object.
This year for instance spring closes inspect choose excellent program hotly " God trainee " , in making spring of brand square farmer complete infiltrate vermicelli made from bean starch is encircled. The farmer spring that regards coronal name as business obtains what nowhere is absent to show in the program, the most crucial still is to have a large number of voting right. Accordingly, vermicelli made from bean starch polls to give image and buy farmer spring madly vitaminic water, so that the brand just must appeal on small gain reason is bought, and be adopted in flagship store be restricted to buy measure.
Game circle
Playing game is the main interest of many millennium generation, IP of game of brand square have the aid of has sale, also be a very effective strategy.
Be in for instance last month medium yuan of section during, netease game " handsome female ghost " initiate in Hangzhou " fool around of summer vacation time fine time " , let game IP break through screen to fall into reality, through exceeding content of rich and performance of feeling the living theatre, interactive pleasance, only beautiful dancing is deduced reach make one's rounds of 100 ghost festooned vehicle to swim the shock that waits for an activity to make whole sense is enmeshed style experience, drew the sensation that game encircles, lift a on gregarious media discussion upsurge.
Brand flattery consumer is not easy, consumer of flattery millennium generation is more not easy. What can foreknow is, in living conditions more liberal, educational level is higher 00 hind, when 10 epigenesis are consumer brunt, brand square people will welcome bigger challenge.
