This article is selected from the topic "Spotlight China Focus: On Inventory Competition and User Cycle Marketing, Invigorating Brand Vitality". Click to go to the topic page. Subsequent releases of this series will continue to focus on this topic, so...
In-depth intergenerational research of post-80s and post-00s, how to sublimate consumer relations to "brand citizens"
The decrease in user increment means that the consumption relationship needs to change. If we want to serve users well in terms of "lifetime value" instead of increasing repurchases in a short period of time, we must regard consumers as "brand citizens" and let them contribute to the brand while reaping rewards from it. This return is reflected in certain values or spiritual pursuits that consumers can obtain. How to lead the audience at this level? The ten-year research conducted by Li Yuhong and Ylab on the post-80s and post-00s, especially for post-00s, shows its significance in guiding the current brand practice. With the deep drive behind the needs of these young people, brands can be more targeted in acquiring and communicating with these newcomers.
