Did The Taiping Bird Catch The Younger Generation'S Recognition?

In 2015, the proportion of wireless mobile terminals in Taiping was 72%. "Behind this figure means that the proportion of young people in Taiping's online shopping group has increased significantly."

According to Weng Jianghong, general manager of Pacific bird business, "at present, the main consumer of Taiping bird has been completely younger.

Around the age of 26, the proportion of men's / women's clothing consumption group accounted for 50% after the 1990s, Lok chi (Taiping bird's girl dress brand), MATERIAL GIRL (American street girl brand), the two young people accounted for 90% of the consumer group, and the main consumer group of Mini Peace was also the hot mother of the 80's.

From May 10th to May 12th, the five major brands of Taiping bird's clothing were Taiping bird Menswear, Taiping bird dress, Lok Ting, MATERIAL GIRL, Mini Peace jointly launched the 20th anniversary celebration activities of Tmall (Tmall.com) and Juhuasuan (ju.taobao.com) jointly launched by Alibaba. Alipay turnover exceeded 32 million 80 thousand, of which 50% accounted for more than 90%.

"Take the 20th anniversary celebration activities from May 10th to May 12th as an example, from product to marketing, all articles on brand upgrading and consumption upgrading are adequate.

The key words of the 20th anniversary celebrations of several major brands are: encouragement.

The concept was put forward by a girl after 93.

"To start is to start from the heart."

The weak and incompetent "Internet" has been destroyed by the Internet.

Now, counselling is endowed with another meaning: from the bottom up to the heart, from the heart, that is, "follow your heart".

This new meaning is more in line with its nature of "encouragement and surprise."

When young people "follow their heart" and "do whatever they want", it is precisely when older people feel that young people begin to "encourage".

Do not take part in the college entrance examination, drop out of University, do not look for high paying jobs after graduation, travel in different years.

In short, everything challenges the values of the previous generation and abandons the traditional path of growth.

In the current society, the behavior of independence is regarded as "encouragement".

A more free "generation generation" can be regarded as a manifestation of social progress. It is based on social pluralism and family openness.

In the past, enterprises usually publicize the quality and characteristics of products directly, so that consumers can quickly understand and buy, thereby establishing consumers' awareness of brand names.

"Consumers will feel closer to enterprises after being" content marketing ".

Vivid and interesting brand stories often allow brands to speak their own brands from icy cold.

Bring it to a vivid emotional field.

"On the layout of goods, at present, Taiping bird is trying to show people's character through storytelling, creating brand through story telling, conveying the connotation, culture and value of the brand," he said.

The 20th Anniversary Theme of this Taiping bird is "encouragement". It also focuses on the expression of young people's lifestyle.

Men's new uniforms, school uniforms and broken jeans, play a new generation of nostalgia and small rebellion.

Closely around the 90's consumption common label: differentiation (with the display of personality consumption demand); home life (pursuit of highly convenient consumption mode); connotation (story products can grasp the hearts of the 90s); entertainment Supremacy (entertainment entertainment essential).

It is reported that the combination of younger products and lifestyles has been tried for some time by Taiping bird, from the sale of cross-border sales of men's clothing and Disney, to create a younger fashion, to the exquisite house culture created by Lok Ting, which is about the way of life of young people.

"Then Lok Cho will cooperate with The Smurfs in pushing 520 girlfriends day. The theme is: good girlfriends, together with OOH LALA."

Not only the flagship category will revolve around the most fashionable lifestyle of young people nowadays, but the choice of interactive prizes is also closely related to the lifestyle that young people like, from Disney tickets for men's wear to baseball caps in Lok Ting, and to extend the product language according to the hottest travel and most fashionable young sports.