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.
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 stay tuned!
In the current post-epidemic era, brands generally face the problem that the increase in users is decreasing, and they must rely on stock to increase sales. Therefore, brands need to change their thinking and stop using the words "consumer" or "user".
"Consumer" shows the consumption relationship, and many brands think about the lifetime value of "users"...