In recent years, Generation Z has been frequently mentioned by various media and experts in various fields. They represent the current commercial trend, phenomenon or trend. In the future, they will become the new force of consumption.
According to statistics, the "post-95" generation Z has become the world's most populous group, with 1.9 billion people, accounting for 25% of the world's total population, and China alone has about 265 million. The well-known American Boston Business Management Consulting Company once predicted that in the future, more than half of the consumption in China's consumer market will be created by the "post-95" generation.
One of the "Pioneers of Global Enterprise Researchers" and the visiting professor of Harvard University and Boston University, Mas Colopoulos, said in his book "Circle Effect" that in the face of the strong rise of the Z generation group, only the main consumer can be understood." The business logic of the “post-95” enters their circle and becomes the “owner”, that is, knowing how to please this generation of young people, so that future business can be successful. This is also the prerequisite and core of the current enterprise's successful market operation.
Young "tide"
There is a joke about the attitudes or reasons of people of different ages towards resignation:
"Post-60s": What is resignation?
"Post-70s": Why resign?
"Post-80s": If the income is higher, I will leave;
"Post-90s": If the leader scolds me, I will leave;
"Post-95": If I feel uncomfortable, I will leave;
"After 00": If the leader is disobedient, I will leave .
In addition, there are also topics about asking for leave: “post-70s” ask for leave because their parents are uncomfortable, “post-80s” ask for leave because their children are uncomfortable, “post-90s” ask for leave because they are uncomfortable, and “post-00s” ask for leave because of their leadership. uncomfortable.
Although the above is a joke, it also reflects the very different personalities of the new generation in different eras. Young is capital. Compared with the "post-70s" and "post-80s" who are or will be aging, Generation Z is gradually becoming the backbone of society. If companies want to capture this part of the customer group, they must study their personalities and characteristics. And to this end, cater to and guide them in marketing and marketing.
Generation Z is undoubtedly "tide". Different from the frugality, tolerance, moderation, and consideration of the overall situation of their grandparents and parents, they pursue more enjoyment, freedom, individuality, and self. Their loyalty to the brand and consumption behavior show some characteristics of the times: the choice and consumption of the brand will be erratic, and for brands that suit their preferences, they can quickly place orders without having to do too much understanding. However, in the daily consumption process, if you find that the brand does not conform to your own aesthetics or interests, it is prone to "flash" behavior, that is, quickly abandon the original consumer brand and invest in another vigorous new brand choice. Go in motion.
The consumer psychology caused by this rebellious personality, or disloyalty to the brand, prompts companies to reflect on whether the existing marketing model is still effective and whether it is necessary to diversify products based on the increasing internal and external needs of the Z generation , Personalization, interaction and service.
Interconnection and co-creation
Under the Internet and other high-tech technologies, young people seem to be more eager to find a spiritual identity. They are always exploring and looking for resonance in people, things, and things.
They are willing to devote everything to their favorite celebrities or Internet celebrities. At the same time, they are not willing to be just as spectators, and sometimes participate in the creation of social platforms, and even dream of becoming an internet celebrity.
They pay more attention to this society than their grandfathers and parents. Occasionally sudden or hot events will receive their intense attention, and they will even go to the scene to make videos, write blog posts, and express their views.
They are the users of products and the creators of some products. The great success of Xiaomi mobile phones has something to do with the "enthusiasts" who actively participate in it. They actively made suggestions and suggestions, and made great contributions to the continuous improvement of Xiaomi mobile phones. They participated in the process of building Xiaomi phones and became loyal fans of Xiaomi phones. They spared no effort in the publicity and promotion of Xiaomi phones, and they deliberately or unintentionally played a role in word-of-mouth fission.
In the Internet environment, business managers should step out of the office and workshop to pay attention to and study the life trajectory of Generation Z, and understand their joy, anger, sorrow, and even "love, hatred, and hatred." The market under the Internet and big data is no longer what it used to be. A large part of the food, drink and clothing of these Generation Z is realized through the Internet and e-commerce platforms. Paying attention to their whereabouts and consumption habits and preferences, creating an online celebrity product that meets their needs, and involving them in a timely manner and making friends with them will be the key to gaining their attention and quickly achieving product sales.
Companies must use big data and digitization to portray young consumer groups and understand their specific age groups, income levels, consumption preferences, etc. We often say that companies should change from "what do I produce and what you consume" to "what do you like, what I produce". This is not only a transformation of identity, or "changing hearts" and "positioning". It is also a product presentation of the consumption motivation and psychology of Generation Z. Enterprises must shift from being self-centered to being centered on the new generation of customers. Only when their products resonate with customers can they truly enter the hearts of young customers. Only after a company or platform is truly recognized by them can it have a siphon effect and then succeed at the sales level.
Only by finding ways to integrate into the "circle" of Generation Z can companies truly understand their true ideas, continue to create value for them, and co-create, coexist and prosper with them.
Single economy
More and more young people become singles, consciously or unconsciously. They pursue realism, hedonism, and promote living in the present and living out of themselves. They often have the following characteristics in product consumption:
First, the pursuit of cost-effectiveness. With the slowdown of domestic and global economic development, at present and for a long time in the future, the product development and promotion of local enterprises must focus on cost-effectiveness. To squeeze out the water and match the price with the value is the only way to attract a large number of young people.
Second, instant consumption. The love of the new and the dislike of the old in human nature and the "changeable and active" of young people determine that it is difficult for them to maintain consistent loyalty to a certain brand. Companies must target consumer groups that are in line with their brand positioning, target their consumption characteristics, push products that meet their needs when they appear, and continue to reserve and launch new products around their needs.
Third, enjoyment consumption. In the current relative abundance of material, they prefer to enjoy, which requires efforts in product content and types, differentiation, service and many other aspects. As long as your products can impress them, they will not worry about not having orders.
Fourth, niche consumption. The current consumption trend shows the characteristics of segmentation and fragmentation. Due to the awakening of young people's self-consciousness, they do not follow the trend or follow the crowd, and pursue "new and strange" or even "alternative". Therefore, companies should look for target customer groups that can maximize service based on their brand positioning, R&D technology, service capabilities, etc., and deepen the market to enjoy maximum profits for a certain period of time.
In the future single economy, the following formats will appear:
single retail. It is a retail store opened for singles. Such as clothes, skin care, cosmetics, souvenirs, gifts, etc. This kind of retail format should use the Internet shop as the medium, combining online and offline.
Single dining. This kind of catering business is not only for experiencing food and killing time, but also for a life posture, which can be used for daze, thinking, reading, socializing, and short-term rest.
Single residence. Single apartment or standard room, although small in size, but fully equipped, you can move in with a bag. At the same time, there must be a network to connect the world. It is a place for body, but also a place for soul.
Single doll or pet. In order to pass the lonely time, or to satisfy the dream of "playing" that was never realized in childhood, they will also buy some of their favorite toys or dolls, or keep pets, so that they can rely on their spirits.
Single travel products. From "empty-nest celibacy" to the pursuit of "Buddha", Generation Z pursues a spiritual life. They like to read thousands of books, and prefer to travel thousands of miles. One day, they will carry their travel bags to find their spiritual land or lifestyle. They will need camping tents, travel guides, tool kits, mobile Wi-Fi, powerful power banks, professional video recording systems, etc.
Let s go—Unique life experience
Gen Z, with a broad vision, no longer seems to be as cautious and disciplined as their parents. They prefer nature, like challenges, experiences, and adventures. They seem to have to go through various physical practices to live up to their youth. These kinds of behaviors undoubtedly provide enterprises with unlimited business opportunities.
They seem to love beauty more. Although plastic surgery is risky, they, especially the girls, still enjoy it. In order to look good, they go to major plastic surgery hospitals at home and abroad, and even if they save money, they have to change themselves-to make the real self more like the ideal self. As a result, the medical beauty industry is in the ascendant.
Generation Z advocates both work and enjoyment. They like to come to a beauty salon or gym after a busy day to stretch their bodies and rest their minds. They can also resolve the negative emotions caused by work by communicating with staff or peers. After sweating in the gym, they will often go out with their companions to bars, food stalls, cafes, etc., for a broad conversation. The nightlife of young people is always rich, and these energetic young people have become the protagonists of the night economy.
Clothing, food, housing and transportation, food and clothing first. Clothes reflect one's taste and character, so you must not be careless. Going with the flow is not the style I want; being maverick has become the life label of Generation Z. Tang suits, Hanfu, Lolita, JK uniforms...From niche to popular. Food is a necessity of life. Whoever can develop a variety of delicious food and give them a different tip of the tongue experience is their supporter. They are the forerunners of gourmet extensions.
"My life is in charge", this is the characteristic of Generation Z. Who can bring them novel feelings, make the stomach that likes food and the body that decorate the soul-clothes more in line with the aesthetics, who can occupy their minds, and will inevitably reap the rewards of this young group.
Times black technology makes Gen Z more convenient
The reason why new retail is sought after by young people is not only because it changes the consumption time and space or scenes, but also because the efficiency and convenience of new retail have been greatly improved compared with traditional commerce. This is of great significance to the Z generation. magic.
New technologies, new equipment, new finance, the Internet of Things, especially the emergence of some black technologies beyond existing technologies, have greatly facilitated the young generation Z who are pursuing efficiency, and this has also become a preparation for new things such as new retail. An important reason for being sought after.
The representative of new retail, Hema Xiansheng, has achieved 30-minute home delivery within 3 kilometers of the store. This is a manifestation of the comprehensive use of new technology, APP, and big data. With high labor costs, JD.com has also launched automated delivery robots in certain areas. These commercial applications with a sense of science and technology and a sense of the future are very popular among young people.
Young people seem to prefer convenience and speed. To this end, Amazon, the largest e-commerce company in the United States, has launched a "buy and go" service model. After purchasing goods, customers no longer need to line up to check out, but can leave directly with the product, and Amazon will automatically deduct the payment or send the bill home. Amazon has improved the efficiency of transactions through high technology, and it is naturally more popular with customers.
In European and American countries, some businesses have even launched drone delivery services. Using remote technology, the products ordered by customers are directly delivered to customers' floors via drones. Intelligent drones not only save transaction time, but also shorten the space distance of delivery. It has become a major attraction of online marketing.
Not long ago, when the author gave a speech in Shanghai, a hotel where he stayed had robot services. The organizer ordered a piece of fruit for the author online, and after it was delivered to the front desk of the hotel, the staff let the robot take the elevator to the author’s room. After saying goodbye, the robot will leave by itself, then automatically turn on the elevator and return to the front desk. The application of robot customer service not only reduces labor costs, but also brings customers a different experience. This is the commercial convenience brought by artificial intelligence and human-computer interaction in the AI era.
In the Internet era, companies should closely follow the in-depth needs of Generation Z and the pace of high-tech applications. Focus on improving business efficiency, introduce industry 4.0 intelligent and digital equipment in a timely manner, transform marketing and management processes, and promote business operations to new ones. Step forward, welcome a new situation, and create new achievements.
