Understanding the consumer’s psychology can better attract users’ attention. The following is an analysis of the consumption behavior of major consumers in the post-80s market. I hope everyone can make a good corporate marketing plan after understanding consumer behavior. In the second half of the article, we also gave the corporate marketing strategy.
1. Impulse to consume
The advantage of the only child + the influence of the market economy + the propaganda of the commercial media makes the consumption desire of the “post-80s” far greater than their consumption power. Under the premise of good income expectations and not heavy economic pressure, the “post-80s” dare to overdraft the future, and are more prone to impulse consumption under the stimulation of a variety of products. Their consumption guidelines do not necessarily have a clear purpose and practical meaning, but are based on subjective preferences. They pay more attention to emotional satisfaction, that is, the convenience and comfort brought by consumer behavior and the vanity psychology formed by the brand effect. The functional value of the product is second. They are more focused on “sensory consumption” to eat delicious, even if there is no nutrition; to wear brand-name, even if the clothing does not cover the body; to play high-end, even if full of danger. Famous brands are not the first choice, cheap and not tempted, there is no concept of high or low, their only criterion for paying is “like”. In their eyes, all brands have only two types: “I like” and “I don’t like”. Need + like becomes their main consumer impulse. If “before the 80s” means “live your income”, then “post-80s” means “live your income”, using consumption as the driving force for making money. Some people even give the “post-80s” the title of “ATM generation”-lack of accumulation (Accumulation-shorten), willing to consume (Ting1ed on Consumption), not planning (Making no P1an).
2. Conspicuousness of consumption
According to McGuire’s need theory classification, “post-80s” obviously belong to two types of consumers. “Post-80s” have a strong ability to accept new things, like to follow fashionable, fresh, and cutting-edge consumer trends, and value the boasting and symbolic nature of products. The core functions of many products themselves have become secondary factors. They like personalized, unique and unique products. People do not have me, people have me better, and people are better than others, which have become their criteria for choosing products. The appearance characteristics of products and the charm of advertising make the “post-80s” complete new product and service choices, and appearance orientation constitutes the basic characteristics of their acceptance and consumption. According to a survey of “post-80s” and their parents “the most important factor when shopping”, children value style more (49. 1%), and parents value quality (57. 9%). The strong pursuit of styles shows the conspicuous characteristics of “post-80s” consumption. This kind of conspicuousness lies not in the contrast with the wealth of the rich, but in the display of their own taste, in the display of their ability to pursue the pursuit of unwillingness to lag behind the fashion trends.
3. Consumer search guidance
“Post-80s” grew up in the immersion of mass advertisements and suffered from the entanglement of products and all kinds of information. However, they believed more in their own feelings and judgments, and at the same time, they also used search tools to find answers. The Internet is not only a “grass root economy” (netizens are no longer passive consumers, they become creators of online content), and a “reverse economy” (the end of traditional economic activities is used as a starting point, and netizens provide what they need) , And it is a “search power economy” (search narrows or enlarges the target customers to the level of “keywords”, changing the traditional marketing and consumption methods). Non-traditional information exchange methods such as blogs, MSN, and GOOGLE search have almost become the most authoritative consumer guidance for certain products and brands by the “post-80s”. “Post-80s” are more inclined to buy products that are well received. They generally search for product-related information on the Internet before purchasing products, and are more sensitive to negative information about products or businesses. If people in the circle recommend a certain product, even if the price is not cost-effective, the “post-80s” may still buy it; if people generally lack a good impression of a certain product, even if the price is excellent, the “post-80s” may not buy it.
The “pre-80s” are mainly “pragmatic” and “traditional” as a whole. They pursue tangible benefits and pay more attention to product functions and value for money.
Enterprise marketing strategy
1. Product development strategy
Enterprises should strive to achieve innovation and change, and multi-field integration. They do not have to invest more in product functions. They should innovate in product technology, performance, and appearance. Pay attention to prevent product defects, because “post-80s” live in a surplus economy, they are more picky about product requirements, and if they are dissatisfied, they vote with their feet.” When necessary, product defects should be described as the helplessness of the company (Sony’s robotics business adopted this strategy at the beginning) to gain the tolerance of the “post-80s”. Also pay attention to the simplification of product design. “post-80s” are often impatient with complicated things, and they hope to accept things easily. Understand, it’s best to be interactive. According to McKinsey’s “Three-Level Theory of Business”, companies should strive to maintain a dynamic balance between core business (current business), new business, and future optional business. Companies must consider One day the “post-80s” suddenly dislike their products, and they should be able to quickly launch their favorite products.
2. Brand Strategy
The core of the brand should be to promote individuality, highlight oneself, and must have a style aimed at the “post-80s”. For example, Intel, which has always been characterized by “self-revolution”, changed its brand identity in 2006, and replaced the original brand slogan “Intel inside” with “Leap ahead.” In order to face Pepsi’s young consumer group positioning, Coca-Cola adopted The way of joining forces with the online game “World of Warcraft” has made the “post-80s” who like online games “look up and see you down” to Coca-Cola. A McKinsey survey found that “post-80s” trust local brands more than “pre-80s.” Therefore, for some emerging companies in China, they must also try to take advantage of the opportunities brought by the “post-80s” consumption boom to create their own brands. For details, please refer to Mengniu’s “Brand Diamond Rule” in the “Brand Three Realms”: “The brand is in the eyes” in the first realm, which enables the brand to enter the eyes of consumers; the second realm “The brand is in hand”, which enables the brand to enter consumers’ daily life ; The third realm “brand in the heart” makes the brand enter the consumer’s belief.
3. Advertising strategy
The best advertising strategy for “post-80s” does not lie in the amount of promotion costs, but in the creative ingenuity, which allows them to interact and participate at low cost and form self-propagation. For example, in terms of advertising slogan, Nike is “Just do it”, the new protagonist of the advertisement King James said: “Don’t be the next one, be the first me”, Adidas is “Impossible is nothing”, McDonald’s is “I just Like”, the dynamic zone is “my place listens to me”. In terms of advertising style, the Li-Ning basketball shoe series advertisement “Frog Chapter” attracted a lot of applause among target consumers on campus with a relaxed and humorous style. The advertisement of the British carbonated beverage brand TANGO provided specific excitement and various flavors like its taste. Like a surprise, both Cisco and Hewlett-Packard have incorporated “cool” elements in their advertisements. In addition, the “post-80s” are more skeptical and more resentful of hypocritical behavior. Compared with previous generations, celebrities’ influence on their purchasing decisions has diminished. Merchants must choose their spokesperson carefully, because if the “post-80s” like your endorsement star, they may just buy your product; but if they don’t like your endorsement star, then they will definitely not buy your product. -Some established companies, such as Nokia and Motorola, no longer use celebrity endorsements. Pepsi, on the other hand, constantly changes its image spokespersons based on the characteristics of young consumers pursuing fashion.
4. Marketing strategy
Companies should adopt new marketing strategies for the consumption characteristics of “post-80s”. The most effective ones are as follows: ① “Partner Marketing”. 37.5% of the “post-80s” believe that chatting with friends is one of the most important ways to obtain information from the outside world (their slogan is: “boring” people are shameful), on the basis of maintaining the right to speak for themselves They are also willing to follow the persuasion of their partners or the advice of third parties. Therefore, companies must try to gain the favor of the “post-80s” consumer group. For example, Red Bull Beverage holds a TBBA three-person basketball game in colleges and universities to strengthen the partnership of young people. Features; ② “sensory marketing”. The perceptual knowledge of “post-80s” is stronger than rational knowledge, and the appearance of the product stimulates them more than the content. Therefore, companies must work hard on product styles and appearance designs. For example, Apple attaches great importance to the color design of products, which makes iPod music players a great success, because young consumers believe that choosing different colors of iPod reflects their own personality; ③”experience marketing”. The “post-80s” are more interested in DIY, experience activities, trials, etc. than any consumer group, and companies should try to meet this experience demand.
5. Channel Strategy
Traditional stores and specialty stores are still necessary, but companies must also consider promoting and selling through the Internet. It is also a good choice to form alliances with other non-competitive companies, such as Pepsi Alliance Legend and Coca-Cola Alliance Warcraft. Enterprises also need to conduct long-term interactive communication with consumers to increase the credibility of channels.
6. Crisis management strategy
The Internet makes the good news and bad news of any company and product spread like a virus, which in turn will greatly affect the purchasing decisions of the “post-80s” living in the online world. It doesn’t matter if the company or product has a problem, the key is to be honest and dare to take responsibility in time to win the reputation of the “post-80s”. At the same time, companies must take precautions against malicious attacks and negative public opinion reports against the anonymity of the Internet. This requires proactive communication with the “post-80s” who lack the ability to discern and communicate with mainstream media.
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