Marketing strategy: how to "out" the money after 90

As a comprehensive phenomenon integrating economy, psychology, culture and society, consumer psychology and behavior have attracted the attention of many disciplines. In particular, consumer psychology has conducted fruitful analysis and research on consumers from its own perspective. This research is also called consumer research. Consumer research has become a branch of the market with a large scale and a wide range of fields in the field of psychology research. The research provides an effective decision-making basis for enterprise product development, marketing, strategy selection, and business management decision-making.

In recent years, the mass media has gradually put the once-popular post-80s problem aside, and began to shift its focus to the characteristics of the post-90s generation, especially the post-90s consumer psychology analysis. Compared with the gradual maturity, even after the "Ben three" 80, the post-90s generation has undergone greater changes due to the growing social and marketing environment, making them more convinced, values, and especially consumer concepts compared with the 80s. There are big differences, Chinese operators must recognize their consumer psychology characteristics as soon as possible. Only by keenly understanding the characteristics of consumer psychology after the 90s can we find real business opportunities, marketing decisions can be correct, and marketing strategies can be effective.

As a rising consumer group, the post-90s generation's consumption concept, consumption power, consumption consciousness, and consumer discourse are profoundly affecting the company's marketing strategy. How to deeply interpret their consumer psychology and grasp the trend of the times, this is very important for any company to seize the future market.

What are the characteristics of the post-90s generation in consumer psychology? This issue may be difficult to have an answer today. According to some surveys (2009), more than 70% of the 90 generations in China have access to the Internet. More than half of urban children have internet connections in their homes. This characteristic of life has led to the special group of so-called "house girls" and "house men" in the post-90s. These children grow up in honeypots, and for them, the online world is even more important than the real world! But they also lack the basic ability to communicate with society and how to translate what they have learned into how to do it.

In the 1990s, consumers converted some sense of consumption into consumption value. Their requirements for the emotional, boastful and symbolic value of goods have already exceeded the material value and use value of goods or services. Just look at today's TV screen, it is not difficult for people to understand what they like in the 90s. When I turn on the TV, I often see the gentle and gentle Jay Chou holding the milk tea. His words have won the favor of the gentle and beautiful women around him. They both have a warm and romantic moment while drinking milk tea, and they have a sweet and affectionate scene. This is the advertisement of Jay Chou's endorsement of Ukrainian milk tea, which is broadcast on TV. The 90s generation they like this way. Another example is that in a high-profile environment full of artistic sense, the handsome Wang Lihong holds Nikon's new digital camera in his hand, inadvertently photographing a sexy and noble beauty, so he pursues all the way, of course, the results can be imagined. Linking the digital to a sexy and beautiful woman, it seems that this digital camera can help us achieve the dream of life and the satisfaction of desire.

For the post-90s consumer group, hi-new is one of the driving forces for their continued consumption. Although they also know that the pursuit of fashion and fresh things does not necessarily have any real value, but it can bring them fresh feelings and good moods from time to time.

In today's marketing situation, consumers with individuality are more likely to regard themselves as an “emotional person”. Their consumption behavior is a process of emotional experience in which consumers are driven by intrinsic motivation and values ​​to seek individual emotional experience. Therefore, after learning 90, we must learn to understand the internal basis of consumer behavior from the perspective of consumers' psychological perception. The research focuses on the relationship between consumer personality psychology and consumer purchasing behaviors such as needs, motivation, life form, self-concept, and symbol.

If you like to shop online, it is also a more obvious feature that distinguishes it from consumers of different ages after 90 years. This is closely related to the post-90s consumption needs, motivations, values ​​and self. After 90, I like to go online to find the same style of clothing, cosmetics, mobile phones and other electronic products that are cheaper. It can be said that the post-80s and post-90s generations are significantly different from other age groups in terms of purchase methods, or they prefer online purchase methods. This is closely related to the post-90s consumption needs, motivations, values ​​and self.

The “90s” unique values, lifestyles and consumption methods make the business somewhat awkward, and the traditional marketing methods face the risk of failure in the face of “90s”. Enterprises must be deeply impressed by the marketing of the "post-90s" consumer era. According to the characteristics of consumer psychology of the post-90s generation, the corresponding marketing strategies are as follows.

Strategy 1: Interactive Experience Marketing “post-90s” pays more attention to the feelings and experiences in the process of consumption and use, and pursues the consistency of products or services with their own emotional experiences. Therefore, interactive experience marketing can stimulate their purchasing desire, guide consumption and stimulate consumption. The specific experience marketing form is: the front is the functional experience. It is through the trial experience of the product, which will enable consumers to have a more realistic feeling and awareness of the product function. For example, i-phone and i-pad are brand-name experience stores, which provide young consumers, especially the post-90s generation, with unusual audio-visual enjoyment, which greatly stimulates their desire to purchase. The second is the entertainment experience. "90s" love entertainment and chase entertainment. Companies can incorporate the product or brand's philosophy into entertainment. At the same time, "post-90s" is a generation that pays attention to feelings, giving them a comprehensive feeling of five senses of sight, hearing, touch, taste and smell, which makes them feel cool, interesting and fun.

Strategy 2: Personalized limited marketing What kind of products are cooler and more valuable? Of course it is a scarce product. For the "post-90s" who advocate self-personality and pursue different things, how crazy and show off a scarce product.

How to make scarcity? The front is limited. For example, Nike applies the limited strategy to the crazy situation. The launch of Nike PigeonDunks has caused dozens of rivals to compete in the Nike store until the police arrived. Things are rare, and the limit is crazy. The second is to limit people. The British skateboarding brand Silas & Maria's Tokyo store, consumers can only enter 20 people at a time, others need to stand outside the door to wait. After the previous batch of shoppers left, the products on the shelves will be replaced. Consumers are happy to enter the "restricted scope" as a manifestation of their own personality and a symbol of identity, and achieve emotional communication.

Strategy 3: Self-style online shopping homes are online at home, which is a portrayal of many “post-90s”. Businesses naturally have to put the marketing battlefield on the network. Compared to online advertising, online "circle marketing" seems to be more influential in consumers.

At the same time of pursuing self, "90s" has a strong sense of groupism. QQ circles, blog circles, MSN circles, happy network circles... popular. In these circles, they are happy to share their experiences and are willing to accept the experience of others as a basis for their own consumption. Affecting some people in the circle, and then forming word-of-mouth communication within the circle, or establishing a circle and creating a circle of awareness, are all efficient marketing methods.

In addition, mobile marketing is also an important strategy. As far as the current 3G mobile phone functions are concerned, it has the functions of surfing the Internet, listening to songs, watching movies, watching videos, taking photos, playing games, and translating. People often see a child, as long as he holds a mobile phone, he will not be lonely this day. If there is no mobile phone, the 90s generation can’t imagine it.

In short, China's post-90s generation is rapidly emerging as a unique consumer group. Their preferences, their psychological characteristics and consumer awareness will influence the trend of consumption trends in today's era, and their strong voice power will also let Many companies are aware of the business opportunities and threats they bring. Just like Bill Gates, he hired two teenage teenagers as the company's trend consultants, and regularly told senior executives of Microsoft about popular topics, enthusiastic games, and toys of interest in the recent youth group. How to deeply interpret the consumption passwords of the new generation of consumer groups and grasp the trend of future trends, the success of Microsoft and other companies may give us better inspiration, and our operators think of it!

What is the heat transfer paper, what is the difference from the ordinary A4 paper? Ordinary paper can only print ordinary documents, such as painting, draft, etc., and Heat Transfer Paper is printed on special paper by special heat transfer printing ink, and then the pattern is transferred to the product through temperature and pressure. The heat transfer paper is based on some disperse dye sublimation characteristics through the color design of the Mohist patterns printed on the heat transfer paper, then through high temperature, pressure, time, and finally achieve the diffusion effects into the inside of the fabric, a type of paper so as to achieve the purpose of coloring!

Heat Transfer Paper

Heat Transfer Paper,Sublimation Paper,Inkjet Transfer Paper,Digital Heat Transfer Paper

Donguan Shengrong Industry Co,.tld , http://www.myheattransfer.com