With the continuous changes in the domestic consumption structure, young consumers born after 1980 are becoming more and more important freshmen's consumption power. How to seize the hearts of young consumers, to achieve brand rejuvenation and become the current business development In order to be close to the young consumers, more and more companies have labeled themselves as "young" brand labels.

Young consumers have gradually become the main consumer, the huge consumer potential release

According to the "New Trend of Consumption in China: Three Impetus Models for Consuming New Customers in China" jointly released by Boston Consulting Group (BCG) and Alibaba, it is estimated that in 2021, the consumer market in China will expand by nearly half to reach 6.1 trillion U.S. dollars Scale .2016-2021 China's consumption growth of 1.8 trillion US dollars, equivalent to the size of the consumer market in 2021 in the United Kingdom, which means that China's consumption growth over the next five years will create a United Kingdom.

69% of this increase will come from the younger consumer base, where mature young consumers (18-35) make up 40% of China's urban population (15-70 years old) 2021 will exceed 46%.

This is a completely different consumer groups from their fathers, except that they were born in a time of abundant material conditions without experiencing the material scarcity and have a stronger desire and ability to consume than the previous generation. According to BCG It is predicted that in 2016-2021, the spending power of the younger generation will grow at an average annual rate of 11%, more than double the growth rate of the previous generation.

At the same time, because of higher education and the baptism of globalization and the Internet process, young consumers have more open horizons than their fathers, and as a result, their consumption is more diversified, personalized and more emphasis on quality and experience. Ali quality consumer report, '80 and after 90 'has now become a new force of quality consumption.

Right now, consumer rejuvenation, quality is stimulating, including the kitchen industry, including all walks of life have changed.

Consumption 'rejuvenation' trend, the kitchen electrical and electronic enterprises seeking brand rejuvenation

At present, 80, 90 after the consumer groups have become the core group of kitchen consumption, their demand for kitchen appliances has not only remained at the basic functional level, but more the pursuit of product fashion, human, more health-oriented and product intelligence upgrade Bring personalized experience.

In order to seize this part of the main consumer groups to meet their different needs of products and services, a revolving around the brand, product and marketing channels and other aspects of the brand in the kitchen business spread.

The core of brand rejuvenation is product rejuvenation.As the boss Ye Danqian electrical brand director said, 'brand rejuvenation should be from the product, the product first close to young consumers, young consumers want to create something, and then gradually change , From the various touch points, the last natural blend.

In terms of product rejuvenation, the owner of appliances can be said that under the foot of the effort in September this year, 'the culinary significance - a beautiful kitchen life journey' as the theme of the new conference, the boss appliances around the 'health, convenience and fun ', Introduced a variety of new products, the most notable is the' central hood. 'This new product based on shared thinking, subvert the traditional range hood, you can truly smoke-free kitchen throughout the building, more fit Sharing the economic era of young consumers under the pursuit of green health.

Fang too smart cloud magic square launched this year

In addition, Fang too launched in 2017 Smart Cube magic smoke range hood, the United States 'Star Kitchen' sets of products, Vantage series with voice dialogue mirror machine series, and so on, are all improving the ease of use and use of the product Fun at the same time, more to meet the needs of young consumer groups.

In addition to work hard on the products, kitchen electrical and electronic enterprises are also actively exploring how to better communicate with young consumers, using the way young people like to pass out the product information to achieve marketing rejuvenation.

To Fang too, for example, 2017 double eleven, Fang too 'Kitchen Arts Festival' as the marketing theme, through the young people like H5 interactive 'art up the word hi', 'art to play Call Kitchen' and the kitchen space light show and so on , With three latitudes of life, activity and space, showcasing the artistic sense of the kitchen space.The flow spread of billions of people let Fang too 'Kitchen Arts Festival' be the annual cultural event loved by the public: let more young people return Kitchen, enjoy the good home to eat.

In addition to the most popular live nowadays, generously popularized young people favorite variety shows and hit TV series has also become the current kitchen enterprises to attract young consumers an important way, for example, in the previous period hit drama " "You can see the Vantage fancy creative implanted ads, Oriental TV's" Youth Hostel "Variety show you can see the boss of the fourth generation of large suction hood figure, Schindler also variety show premiere dedicated Hunan Satellite TV's "Chinese restaurant."

Vantage in the popular TV series "Chu Chuan" implanted ads

It can be seen that more and more kitchen and electric enterprises are constantly innovating and marketing new games around young consumers, and these innovative interactive marketing games also form an effective closed loop between brands and young consumers.

In terms of sales channels, in view of the tendency of young consumers to consume online and attach great importance to offline product experiences, the kitchen appliance enterprises are also actively adjusting the channel layout .On the one hand, it continuously strengthens the cooperation with Suning, Tmall and Jingdong lines On the other hand, kitchen and power companies have also begun to layout and create high-end experience stores, such as the side too Suning Suning, Gome to build the party too live Experience Museum, the owner of the kitchen to create 'kitchen source' Experience Museum, the United States Kitchen chef created by kitchen appliances, etc. With this seamless integration of online and offline, kitchen and electric enterprises bring a one-stop new O2O consumption experience to young consumers.

Beautiful 'kitchen language' experience hall

As the backbone of a new round of consumer upgrades, the importance of young consumers is undeniable.Catch the mentality of young people, insight into their product demand, the current key to the success of the kitchen electric business.In the 'young' transformation Process, a single young transformation has been unable to really impress the hearts of young consumers, and only a comprehensive 'young transformation' can really resonate with the younger consumer groups.