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When this young man spends money, he does not make sense at all.

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Abstract: Driven by exquisite life and net red consumption, after 90, 95, and 00, even if income is growing, it may become a "new poor in the city."

Recently, a boss of a large retailer told me a concept privately - price-sensitive consumers.

What does that mean? An employee of his company just went to South Korea to take his annual leave. When he came back, he had a hat 990 and a pair of pants 6000+ in his travel bag, and sent it to a circle of friends for fear that others would not know. However, boss recommended this employee a business course of 99 yuan, the staff is too expensive, only willing to spend 5 dollars to buy a pirated version of Taobao.

In this case, I prefer to use the "new poor in the city" to describe.

TAs make a lot of money, but spend more, frequent access to high-end office space, the pursuit of quality, follow the fashion, the appearance is glamorous, but the deposit is very small, and even rely on credit cards to maintain spending.

As a result, many of those who work in 5A office buildings do not have any money for takeaways.

Think about it, it doesn't seem to be just a question of money.

In February of this year, during my time in Shanghai, I saw with my own eyes that the brigade lined up at the door of the Starbucks store to buy a cup.

My friend told me that it was a "cat claw cup". It looked like an ordinary glass, but the inside of the cup has a cat claw design. I heard that in order to buy this cup, many people slept at the door of Starbucks, and even some people made a big shot, almost smashing the Starbucks store.

A long time ago, I heard from Papi Sauce, how unreasonable it is for young people to buy things now.

scene one

"Is it going to eat?" Per capita 200"

"go with!"

"Would you like to eat hot pot? 100 per capita"

"go with!"

"Do you want to eat skewers? Per capita 50"

"go with!"

"Take out 20: steal money!"

Scene two

Buying green vegetables all the way from 6.5 to 6.2, still feels not cheap enough to leave.

Buy lipstick, 500?1000? It is really impossible to pay with "Flower".

Life can be reduced and reduced, "exquisite" can not be discounted.

The spirit of the new generation has changed, and now the concept must keep pace with the times. "Refinement" has gradually become a trend, you and I can not be independent, refined consumption has become the channel for this generation to build identity.

Below, I would like to briefly review the changes in the consumer market in the last 20 years and talk about the brand marketing logic of the nuclear fusion reaction.

Once "ant alchemy"

Recently, Alibaba announced that it will carry out organizational restructuring, involving box horses, nails, and Ali literature, music and so on.

There is widespread concern about who has changed their position or the strategic direction revealed in the adjustment.

However, I value the changes in Alibaba's spiritual temperament. Many adjustments are the result of changes in temperament.

Note: The spiritual temperament of a company is connected to the spiritual temperament of the main users.

If your main user is a migrant worker, then you will definitely only fight the price war; if your main user is an elite aristocrat, undoubtedly, your products and brands will be extraordinarily refined.

The temperament of the enterprise and the temperament of the users are mutually influential and mutually mapped. The spiritual temperament changes of Alibaba over the years are also a reflection of the spiritual temperament of the new generation.

For a long time, the rising Alibaba pays special attention to two points: one is the "width of the bottom of the pyramid (BOP)", and the other is the game of the struggler.

1) Expand the "width of the bottom of the pyramid (BOP)"

For many years, you can't deny that Alibaba is winning by cheap.

When the outside world is speculating on O2O, Internet finance, social e-commerce, etc., Alibaba's gold mines are always in the no-wind zone - the cheap market.

This may be beyond your common sense.

Japan's richest man is UNIQLO's boss, Spain's richest man (once the world's richest man) is ZARA's boss, Germany's richest man is the cheap supermarket ALDI's boss.

Ma Yun's companies are almost all "ant XX", "novice XX", "flat head brother XX" ... business is so big, still insist on aiming at the grassroots route.

At one time, Ali executives liked to talk about "ant alchemy in the low-end market." Some people especially admire India's richest man, Laden Tata, who defeated German BMW and Toyota in the auto market.

Laden Tata saw the poor in India, the whole family was attached to a motor vehicle, the father was riding a bicycle, the child stood in front, the mother sat behind, and there was a baby in his arms.

Can you build a car that the poor can afford?

In 2008, Tata's Nano car was finally launched, priced at less than 2,000 US dollars, is the cheapest car in the world.

The cost control of the Nano car is at its peak. It has only one wiper, no electric windows, no general comfort facilities such as automatic seat adjustment, the seat is made of plastic and woven material, the engine is double cylinder 0.6 liter displacement, no air conditioning system, no sound...

The streets of India are often accompanied by cars and cattle carts. Although the Nano car is very simple, it is very suitable for road conditions in India. Because the Nano car is so popular in India, the market share of Japanese cars and German cars in India has been declining.

Expanding the "Bottom of the Pyramid (BOP)", ants can move elephants.

2) The game of the struggler

Wei Zhe, who served as the president of Alibaba's B2B business, established a sales team called “China Railways Army” when he was working in Alibaba. He was responsible for the ground promotion business. After a few years, including Didi CEO Cheng Wei, Mei Tuan COO Gan Jiawei, the public comment COO Lu Guangyu are all from here.

Why did the "Chinese Iron Supply Army" have so many first-class wars?

When Wei Zhe was doing recruitment, as long as the "bitter and hateful" people, "bitter" means that when he was a child, he was hungry and had a clear memory of poverty. "Chou Shen" said that his ambition to turn over as a master is very strong. As long as such a person has the ability tough and tenacious special forces.

After 2005, people who are "bitter and hateful" are not easy to find, and it is getting harder to find. Alibaba is beginning to transform - seeking to change the spirit of temperament.

What BOP (the bottom of the pyramid) is already an outdated concept. Now the younger generation, as long as they think it is good, where is the price? As long as it is something that feels bad, it is useless even cheap.

Nowadays, young people buy things, the more expensive things they can, the less expensive they are, the more unreasonable purchases they can make.

You see, this year, such as "Baique antelope", "big white rabbit milk candy", "Liu Shenhua dew", etc. 70 and 80 after the old-fashioned grandparents brand, suddenly revived, one by one has become a net red brand.

You have to say how good the product suddenly becomes, not really, the young people suddenly like it, and there is no reason to talk about it.

Now Ali recruits new people, paying special attention to Internet aborigines. Only young people know young people better, only women know women better.

In the past, Taobao, Tmall and Jingdong Mall were fighting for anything, fighting price and fighting efficiency. They have invested heavily in logistics and supply chain, things are still so cheap, and arrivals are getting faster and faster, and the order size is used to dilute operating costs. Let the competitors retreat with the ultimate cost and efficiency.

Nowadays, Taobao and Tmall want to fight with Jingdong Mall to see who knows young people better and who knows women better.

From "the game of the struggler" to the "consumer's game", Alipay did online lending and financial management, Taobao continued to transform to "entertainment company", Ali also actively invested in Xiaohongshu, to make the business become more social Group, more lively and more fun.

How to subvert your marketing logic after 95

Recently, a lot of data shows: after 85, still save money, do not save money after 90, dare to borrow money after 95.

HSBC announced a set of data. After 90 years, the per capita debt was 127,900 yuan. According to the total population of 90.15 million, the total liability of this generation was as high as 22 trillion yuan.

Among the users of the flower garden, the young people accounted for 47.25% after the 90s. On average, after every 4 90s, one would open the flower garden, and the population who used the flower garden as the payment method would be more than 40% after 90.

"Bloomberg Business Weekly" has a business insight that subverts common sense: China's 95th is rich, and the United States' 95 is poor.

China's post-95 and post-00 consumption can account for 15% of China's overall household income, but the US is only 4%.

The Chinese group spends only 45,000 per person per year on luxury spending (such as Apple mobile phones, outbound travel, etc.). This is a very high number.

Moreover, the savings rate in China after 95s and 00s is lower than that of the same generation in the United States, Britain, France, Brazil, etc., completely reversing the situation of the world’s highest savings rate in previous generations.

Especially the previous generation is getting more and more unreasonable. Some net red snacks, net red ice cream 50 yuan, 100 yuan, young people line up to buy, 5 yuan, 10 yuan ice cream in the supermarket can spend the summer in the freezer.

I have seen some e-commerce data, such as Philips electric toothbrush, laser virtual keyboard, Bose earphone, Dyson hair dryer and vacuum cleaner, etc., the function is nothing special, it is expensive, belonging to "luxury goods in small commodities", But these are precisely the young people who can't afford big items (rooms, cars) to choose the most expensive goods they can afford to create a kind of inner comfort.

They are not rich, even rich in debt, but still do not want to endure mediocre products, rough life.

Yes, sell things now, you must infiltrate the spiritual world of young people. I divide the marketing of this era into three levels:

The lowest level: where there is traffic squeezed.

TV traffic came up, playing TV commercials, traffic to Weibo, and hard-working network red V. This will only make the population's base become smaller and smaller, and the information dimension will continue to narrow, which is not in line with the spirit of the new generation.

General level: Differentiated saturation attacks.

For example, if you want to promote a milk brand, you can choose a combination of many net red and KOL. Some users may pay more attention to food safety and nutrition, but pay attention to some science bloggers. Some users may pay more attention to the taste of milk and pay attention to life. Big V, some users may pay more attention to the joy of milk, and look at the beverage modulation of the net red anchor... You combine these different types of communication methods into a propagation matrix, how the user's ideas are different, after "saturation" After the attack, there is always a chance to reach the brand.

The highest level: "Being a fellow traveler" is the best strategy.

In my opinion, the meaning of Net Red for the brand is actually the meaning of consumption for young people.

1. Young people are more willing to spend money to buy comfort and buy companionship. Net red helps users find “inspiration for shopping” and promotes a more preferred lifestyle;

2. Young people often want to use money for a sense of belonging. Right, that is, community ownership. Net red helps brands anchor potential users and achieve precise marketing;

3. Young people intentionally or unintentionally build their own personal connections in social networks. Consumption is only a means, not an end. Net Red helps people from different regions and different ages to create diverse life experiences and consumer needs, and expand the purchasing power of the whole society.

Driven by exquisite life and net red consumption, after 90, 95, and 00, even if income is growing, it may become a "new poor in the city."

Just as the British scholar Sigmund Bauman described the "new poor" in the book "Work, Consumption, New Poor" to describe the young people nowadays: the poor of young people are sometimes helpless, sometimes they are willing, sometimes It is self-sufficient, but no young people are willing to use consumption to replace the true feelings and the companionship of real people.

Therefore, the most brilliant marketing is not to output products and brands, but to inject "the true feelings of fellow travelers."