In the Rubik's Cube City, satisfying the "extreme good" and "relatively cheap" of the Z generation - the brand construction of Yuanqi forest smart cabinet

陈晓昕

Under the Rubik’s Cube society, each small segment of the audience or market tends to be more stable or even shrink, and it is more difficult for brands to change consumer perceptions. Chen Xiaoxin, general manager of Yuanqi Forest Retail Business Center, wrote an analysis, especially among the Z generation, with the deepening of the specialization of interest guidance, consumers pursue the ultimate good or relatively cheap. This kind of thinking "leaves blank" for the offline scene, and the brand needs to use personification to complete the scene interaction. Following this principle, unmanned retail in the next few years will become an efficient position for brands.

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...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands