After 90, Loyalty To Clothing Brands Is Relatively Low.

After 90, it has a broader vision and rich online shopping experience. It has strong receptivity to new products and new brands, and has independent choice ability.

In fact, the post-90s consumers are not accustomed to changing frequently and trying new brands as well as others.

Respondents generally indicated that if they had experienced well before purchased products, they would continue to habitually buy.

In their view, brands guarantee familiar quality and help them reduce the time of selection and trial and error costs when choosing.

The same is true for cosmetics and skin care products.

There are 188 million people in China after the 1990s (National Bureau of Statistics). Their financial status is gradually independent, and they are releasing higher and higher consumption demand.

Roland Begg recently released the survey on the consumption characteristics of first tier cities after 90, showing their consumption habits in five categories of commodities, including beverages, clothing, sports shoes, cosmetics, skin care products and mobile phones.

The report pointed out that for the post-90s generation, the consumption effect of traditional advertising is very small.

Apart from the fact that advertisements for mobile phones and other electronic products have a stimulating effect, they do not pay much attention to other advertisements.

The Internet plays a very important role in the post-90s purchase process.

They are used to collecting product information on the Internet, and online shopping has become a common way of shopping after 90.

Roland Begg estimates that the proportion of the total number of online shoppers in the 1990s is 30%.

85% of 90 respondents chose iPhone on mobile phone brand. This high popularity reflects the main consumption characteristics of post-90s consumers.

In his report, Roland Begg pointed out that after 90's preference for mobile phones is more "realist", and iPhone has obvious competitive advantages in all aspects.

At the same time, because of the high frequency of mobile phones, after 90

More inclined to buy high-quality mobile phones.

After using iPhone for the first time and getting a good experience, the brand will not be changed easily after the 90s. At the same time, Apple's concise professional experience store design, sales staff's quality consulting service and perfect after-sale system will also increase the trust of post-90 consumers to this big brand.

Compared with cosmetics and mobile phones, post-90s loyalty to clothing brands is relatively low.

Roland Begg believes that clothing companies need to focus on training product advantages to better suit the preferences of post-90s consumers.

For example, UNIQLO, with its fast parity in brand positioning, has long been known for its basic funds.

Judging from the respondents, what they value is UNIQLO low price, good quality, less care about their style.

About 70% of the female respondents said that online shopping accounted for more than 50% of the total purchase of clothing.

Roland Begg believes that clothing enterprises should pay attention to network marketing, and cooperation with internet red people can help enterprises reach women's consumption groups after 90.

After 90, the attitude towards sports shoes is totally different from that of clothing, and the choice is relatively concentrated. Two brands of NIKE and New Balance have been mentioned many times.

The report considers that

Sports shoes enterprises need to pay attention to the main points.

For example, enterprises can increase the compatibility of styles.

NIKE has frequently carried out cross-border cooperation with fashion designers, which not only meets the needs of young people after 90's for comfort and sports performance of sports shoes, but also satisfies young people's fashionable pursuit of fit wear.

Roland Begg research found that although 90% of the group is independent, they do not blindly follow the choice of products, but they are not willing to pursue niche brands.

Whether it's cosmetics, cell phones, clothing, or

The post-90s consumers are more trustworthy to high-profile brands because they mean better overall quality and quality assurance.

On the purchase of beverages, 90% of consumers pay more and more attention to health factors. They do not like products with obvious additives, followed by taste.

For the price, they accept the price of the medium and low end drinks very high, and they say there is no need to buy expensive drinks.

The brand loyalty of post-90s consumers is generally higher than that of their brands.

In addition to actively developing healthy products and ensuring product quality, enterprises should also focus on packaging design.

For example, the packaging of centenary mountain is different from traditional beverage bottle design. The flat shoulder design is adopted, and the whole bottle body is more modern, which caters to the pursuit of fashion after 90.