[E-Bang Power News] On December 17th, at the "Second China Brand E-commerce Summit" held today, Chen Yuhang, Executive Deputy General Manager of Chow Tai Fook E-commerce, published the title "Traditional Marketing Failure, How to Break Through Generation Z Consumption mentality? "Speech
He said that established brands want to re-establish a new image among young people. They must learn to communicate with users in the language of young people and gain insights into the consumption behavior of young consumers. "You don't understand the post-90s, but is it useful to say that the post-90s Li Ning makes changes? This is self-explanatory and has no insight into the psychology of this group of young customers." Chen Yuhang said that before making products and marketing, he first had insights into the behavior of young people. This is to completely rebuild the corporate image.
"The pursuit of beauty, sense of ritual, patriotism, and curiosity are all based on the insights of young people's behavior," Chen Yuhang said. He said that in corporate activities, we should not blindly pursue low-price sales, but rather interact with young people. . How to satisfy the consumer psychology of young people is the key to the success of the product.
Chen Yuhang said that Chow Tai Fook does not pursue first-class sales and traffic, but also value the company and mutual growth of users. For young people who are newly concerned, Chow Tai Fook is willing to wait for them to grow up.
It is reported that the second China Brand E-commerce Summit was hosted by HuoFu E-commerce and undertaken by Yibang Power. It was held on December 17th at Guangzhou Wanfu Hilton Hotel. With the theme of "Brand New Potential Energy", the conference brought together Maoren, Sophia, Chow Tai Fook, Wugu Mofang, Alibaba Cloud, Volcano Engine, Make a Friend, Ao Lan Dai and other brand vendors and service providers, through the new consumption, new brand , New marketing analysis, and jointly explore the path of brand growth.
Reminder: This article is a shorthand draft, to ensure the original intention of the guests on site, without abridgement, or omissions, please forgive me.
The following is a record of guest speeches:
Chen Yuhang: Hello, everyone. I am very happy to be here to meet with you. I am very happy that everyone is still here at this time. Knowing that Chow Tai Fook raised his hand, almost the whole audience, I don't know how Chow Tai Fook raised his hand without raising those people? Think Chow Tai Fook is a post-90s brand, raise your hand? 6 people think that Chow Tai Fook is a post-90s brand, and think that Chow Tai Fook is not a post-90s brand, raise your hand? What is going on without mentioning it?
In fact, Chow Tai Fook is 91 years old. Do you need to introduce the 91-year-old Chow Tai Fook? It shouldn't be necessary. If you don't know Baidu, do you need to introduce Chen Yuhang? You can also Baidu. Baidu is skilled. Baidu Chow Tai Fook can add a lot of keywords, such as Chow Tai Fook Center, Chow Tai Fook Real Estate, Chow Tai Fook Petroleum, Chow Tai Fook Medical, Chow Tai Fook Public Transport, you can put everything you want on it and try it, there will be surprises. of.
About searching for Chen Yuhang, everyone plus Chow Tai Fook may be easy to find. Chow Tai Fook is 91 years old. How do you feel? It is very old, so it is not a post-90s brand. Do you think Chow Tai Fook is 91 years old as cool? Raise your hand, there are more than a dozen people. My topic is 90 years old and post-90s. What is the concept of post-90s? (PPT icon) This is a post-90s generation. I think it’s cool to raise her hand. In the words of my secretary, her salary is returned to Chow Tai Fook, because she bought all Chow Tai Fook’s Internet celebrity products. The piece did not fall.
(PPT icon) This is Chow Tai Fook's documents and pamphlets from the 1950s and 1960s. When you see it, you will think that Chow Tai Fook has a long history, and Chow Tai Fook is very powerful. Do you think it is cool to keep things from that era until now?
Many people are trying to say how to sell products to offline young customers, but they are at the stage of thinking and do not understand what this customer group really needs. I have participated in a lot of dinners. A group of elderly people about my age are talking about how to sell the products to the post-90s. I can’t listen anymore. At this time, the waiter serves the dishes. I turn the table and turn the dishes one by one, and finally one is 30. The next year old people say you don’t want to be like this, Mr. Chen. Everyone’s chat is full of enthusiasm. If you don’t participate in our topic, I will say that you guys should eat well. You don’t approve of the post-90s. I don’t know what the post-90s thoughts are, so I said to sell the goods to them. This is just empty talk. The post-95s and post-00s people hold a cup of milk tea and take a photo to the sky to send a picture to the circle of friends because he has always been in this life. Have you had milk tea? I took these photos not because I haven't eaten them, but because the plates are interesting. Just like the post-90s generation thinks these receipts and brochures are very cool, but they don't think he has a long history.
(PPT icon) This is a 1973 product. Similarly, if it is an older customer group, they would say that it can be stored for so long. How cheap was the price of gold that year, and this thing is more valuable now. Younger customers would not think so much, just It would feel so cool. Having said that, being cool is about my shit, so it's actually completely irrelevant. Cool is not cool and it's over. What we do after being cool is what we need to analyze next.
Due to time constraints, I tried to give you a quick, simple classification of these cases: the first category, the Sunflower Collection, because you must first come from the palace if you want to practice magical skills, as long as you are basically successful from the palace. (PPT icon) This is Bosideng. Have you seen such a Bosideng? Many people have seen it, I have also seen it, and I was accidentally born in the 70s by the post-90s. Even the world-famous brand is bigger than Bosideng. Everyone knows how to name it. When the five elements are short of water, the name will be given with water. If it is not a world-famous brand, it must be written. So if you want to say that you are a world famous brand, you must have lost more than half of it.
Have you bought a down jacket for 99 yuan? I have it at home. This is how Bosideng is now. How high was Bosideng’s sales before? But 99% of sales come from stores with this image, and even 99 down jackets are displayed in the atrium of the mall lobby. Can you still buy Bosideng down jackets for 99 yuan? It's a bit difficult, how did it succeed?
How many celebrities follow, these foreign media reports mainly report that it is avant-garde, breakthrough, and all kinds of unexpected cross-borders. If it is not in the palace, it still retains the image of the store before, and retains the previous model of the iron shed. Can you sell Bosideng, which is so trendy and hot? Therefore, if a brand wants to abandon the past, it may be inevitable.
But what should I do if I don’t want to be from the palace? In addition to the Sunflower Collection, there are also Nine Suns Divine Art, but the Nine Suns Divine Art is a bit difficult. (PPT icon) This is Li Ning. Now Li Ning is very fashionable. Li Ning has two brands, one is China Li Ning and the other is Li Ning. The same routine is through fashion week, all kinds of crossovers, all kinds of stars bring traffic, and the offline image store is completely changed, retaining the previous Li Ning, and the new Li Ning is called China Li Ning.
The routine is exactly the same, but the path is different. I have made various attempts. First, I came to Li Ning, a post-90s generation, to make changes. It is not useless at all. The post-90s generation will not resonate. It is useless to say that you are born in the 90s. The connotation is that you are born in the 90s and 00s. After they failed, there will be another "The road you arranged for me always makes me lost". You don’t understand the post-90s. I don’t know what he means by this. After saying this, even the post-70s and post-80s I don’t want him, because the post-90s don’t want him, because the post-90s don’t like him saying this. The post-70s and post-80s still don’t understand the post-90s. Later, they stood upright and established China Li Ning. There was a show at New York Fashion Week.
This involves the topic of dialogue with young user groups. For example: the meeting was held until more than two o'clock. After the dinner time, a manager born in the 70s asked the secretary born in the 90s to buy a snack. After the secretary left, the manager suddenly thought that the secretary is from Sichuan. How to eat spicy food? He sent a WeChat message and said "Don't be spicy", but the manager hadn't waited for this fast food in his entire life. It's very simple. For the pre-90s, this word is chili, which means pain, but the post-90s think this is a pass word, so the post-70s and post-80s will be so sad.
But did you make the same mistake when you did marketing and product production? You didn't use the language of the post-90s to communicate with him at all. If you don’t understand the post-90s generation, is it useful to say that the post-90s generation Li Ning made changes? This is self-explanatory, and there is no insight into the psychology of this group of young customers. Before we make products and do marketing, we first have insights into the behavior of young people.
Recently, everyone knows that the box office of domestic dramas is really high. I don’t know what to put in "Wandering Earth", and it will have a box office of 4.6 billion. Domestic blockbusters have successively made very impressive impacts. Based on the patriotic psychology of the young user group, this is true. data.
The young man took the cup of milk tea not because he had never drunk milk tea, but because the cup was beautiful. Especially for girls, they would rather believe that the photos that they post in the Moments after the 10th level beautification is herself, even if it doesn't look like at all, it doesn't matter that the 10% resemblance is me. Although he wanted to call the police after seeing her photos, the food in the restaurant is not good or not, and the plates are beautiful or not, which may even cause long queues at the door.
Now that we have insight into patriotism and beauty, what will we do? We released a color called Chow Tai Fook Red with the slogan Da Fook Red. Through the e-commerce platform, this group of young people can find their own belonging and guard this sense of ritual.
What do you think this has to do with them? It’s as if you don’t understand why they wear Hanfu? The main customer groups of Hanfu are teenagers and 20s, and there are very few people over 30, so it is very important to give them a sense of ritual. We are not defining this color ourselves, we are letting the global color authority publish it, we redefine the background color of the national tide, this Chow Tai Fook red is also Chinese red.
Of course, we also have products to undertake, including Mars is red. During the launch of Dafu Red, it was the time to log on to Mars. We released Mars-related pendants, which combined the national weight and the light of domestic products. This product is far superior. expected. Since it is Chow Tai Fook red, why not make it into lipstick? Nowadays, many lipsticks on the streets are painted with a lot of big blessing red, and we have cooperated with the Forbidden City. We made the lions at the gates of the Forbidden City. As a result, it is hard to find a single product.
This is a product inheritance of insights into appearance, sense of ritual, and patriotism. Do young people only have these behaviors? There are many more, depending on which one your brand is combined with. (PPT icon) This is a brick, it is a brick, 30 US dollars, more than 200 yuan, and the salted fish sells for 3000. What is going on? Have you ever thought about spending more than 2,000 or 3,000 yuan to buy a brick in this life? But young people will really buy it. How to satisfy young people's curiosity is the key to the success of your product.
(PPT icon) It’s weird to put one eye on it, but it’s not weird enough to be idle enough to make the internal organs as a doll. Can you grab this one? Tell me if you can grab it, you can't buy it at all.
What should we do with our products? I don’t know if I have bought a brick from Chow Tai Fook. Chow Tai Fook has gold bricks, but it doesn’t have the brick fire just now, but Chow Tai Fook has a lot of accessories. For example, the three products cooperated with Disney Donald Duck, this is a duck butt, without any body and head, the sales of the duck butt is three times the total sales of all other Donald Duck, even if they buy a butt back, where to hang it It's okay. As long as a butt, this product will never be launched using traditional thinking.
This is a square ring. I felt that this ring was not very good for selling because it was square. We thought that this ring must be a niche market, so we wrote a slogan: "We don't want to be loved by the world, we just want to be your only one", As a result, it became a mass market. You can search for Xiaofangjie on Xiaohongshu, Douyin, and Kuaishou, "Don’t be petted by the whole world, just be your only one", maybe it’s because such a local love sentence impresses consumers. It’s really true. It's their only square ring, longing for yourself is not being loved by the whole world, just begging to be the only one for you. It may be like the BB ring back then. The slogan was also thought of by the customer, but maybe there is no smaller ring than this. That ring is also hard to find.
We launched a denim that is very cute. This cute product is not what touches people's hearts. There is a hood on the left, and we put a hood on him. This headgear cannot be specified. The headgear only has a blind box. Buy a cowboy with a blind box headgear for you. The color of the headgear you get is random. This product is now so popular that everyone is building groups, users and users are building groups and changing headgears, I have white and green, what color do you have, I want blue, everyone is changing, without branding, users help you to spread it. So if you don’t sell kung fu on the product, will it be useful? Your 91-year-old is the brand of my grandmother's era. What does it have to do with the post-90s and post-00s, but if you do, this incident will have a very big relationship with them.
Young people’s behavioral insights, apart from those just now, everyone knows about the live broadcast after the epidemic. All the swarms will be broadcasted on the live broadcast. Friends who paid the tuition on the live broadcast raised their hands. Everything can be broadcast live, but how do we broadcast live? The live broadcast I watched may be different from the live broadcast you see. I said during dinner with the guests yesterday that I used my son's Douyin and found that it was all sorts of torn papers. The live broadcast is the same. The live broadcast in the lower left corner is that he is doing his homework. So many people watch him do his homework. Do you think that other people can't do homework, so watch him do his homework? If you think so, you have moved away from your marketing and products.
I deliberately made out these four pictures for homework, and most people have no way to understand them. I told a lot of people who do product, do marketing, do traditional, do live broadcast that they can’t understand why they give homework. If you can’t understand this, you can understand it. Do you know the three silent old ladies? Their live broadcast was silent, and they did not say a word to do the live broadcast. Therefore, the live broadcast alone came out and said that it is impossible to escape the behavioral insights of young people just mentioned, which is a curiosity.
We also do live broadcasts, but we do not do group-buying live broadcasts. Now everyone is doing live broadcasts and looking for the top anchor to make the lowest price on the entire network. What is the difference with the e-commerce shopping that year? The TV shopping slogan back then was "Don't 1999, Don't 999, Don't 799, Don't 699, Don't 399, Just Take 199 and Take Home", what about the live broadcast now? You so-and-so are here again, all girls buy it, buy it, buy it, is there a difference, or the concept of the lowest price, if the lowest price can win the group buying website that year, it will not die. The only real group-buying site that survived is called Juhuasuan, which is no longer a group-buying. Are there many low-price platforms that still exist? Guangzhou Vipshop now regrets it very much.
Our live broadcast does not play the concept of group buying, maybe we play more to interact with young people. That is to say, young people will not read your company introduction, will not read your company profile, let alone your official website. How can we let them know about 90-year-old Chow Tai Fook? Since they watch the live broadcast, we will play the live broadcast.
(PPT icon) This is my boss. The other live broadcasts are BOSS benefits. The boss is here and issue coupons. Let's sit down and chat with him about how fun and cool the 90-year-old Chow Tai Fook is. The 90-year-old Chow Tai Fook does not As old as you think. We also have celebrity anchors, and we hired Zhang Xincheng. When my colleague told me about Zhang Xincheng, I didn’t even know him. However, this live broadcast brought us 300,000 fans. This live broadcast has accumulated 300,000 elementary school students fans. My colleague is brave enough to reach his fans. In the group, when the live broadcast was about to end, they began to call on everyone to be prepared. My brother's live broadcast is about to end, and there is no homework yet.
